Latest Research

  • For B2C Marketing Professionals

    REPORT: Facebook Loses Ground Among US Online Youth

    A North American Consumer Technographics® Report

    December 12, 2017 Anjali Lai

    In the race to win and sustain the attention of US youth, Facebook is falling behind. Our analysis of trended behavioral and attitudinal data reveals that young consumers increasingly engage with a variety of social networking sites, at Facebook's expense, because of the distinct value they derive from these other platforms. Here, we apply Forrester's Consumer Technographics data to reveal US youth's behavior and perspectives on social media — with a focus on Facebook, Twitter, YouTube, Pinterest, Instagram, and Snapchat.

  • For B2C Marketing Professionals

    REPORT: Forrester Data: Digital Marketing Tracker, Q3 2017

    ForecastView Document

    December 11, 2017 Brandon Verblow

    Forrester's Digital Marketing Tracker provides marketers and media professionals with a quarterly update of online advertising revenue trends globally. The tracker captures revenue and user data for 13 key digital media and services companies, which together constitute more than 75% of the online advertising market. The spreadsheet includes quarterly historical data from Q1 2015 to Q3 2017.

  • For B2C Marketing Professionals

    REPORT: 2017 To 2021: US Online Display Advertising's Great Reckoning

    Landscape: The Digital Media Buying Playbook

    November 28, 2017Samantha Merlivat

    According to Forrester's most recent forecasts, spending on online display advertising and social media advertising in the US will grow by nearly 70% between 2017 and 2021, largely due to the rapid expansion of social media advertising. B2C marketers should read this report to understand the key changes in online display and social media advertising spending in the next five years, the dynamics driving its growth, and what the landscape will look like in 2021. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we substantially revised this edition to factor in new forecast data.

  • For Customer Experience Professionals

    REPORT: The Best And Worst Of Customer Service Via Facebook Messenger

    A Forrester Digital UX Review

    November 15, 2017 Laura Naparstek, Andrew Hogan, Ian Jacobs

    As a CX professional, you need to know which companies are enabling customer service effectively via Facebook Messenger and how. Why? Because the practice is spreading, so your executives are bound to notice — and ask you about it. To answer this question, we adapted Forrester's digital UX review methodology to evaluate 11 notable brands' customer service offerings via Facebook Messenger. This report highlights what they're doing well, what they're doing poorly, and recommends how to do it successfully at your organization.

  • For B2C Marketing Professionals

    REPORT: Marketers: Get Ready For Augmented Reality

    Why Augmented Reality Will Eclipse Virtual Reality In The Near Term And What To Do About It

    November 13, 2017 Thomas Husson

    After a brief infatuation with augmented reality (AR) following the Pokémon GO craze, B2C marketers have all but abandoned the technology. Expect that to change as market leader Apple infuses its devices and its developer kits with built-in AR potential. The result: AR will offer more opportunities than virtual reality (VR) for marketers in the next three years. This report reviews the state of the AR market and shares best practices on how to approach the technology as a marketer.

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