Trends Report

Europe Mobile Technographics®: 2010

Report: An Example Of Mobile Behavior Among UK Online Shoppers

November 1st, 2010
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Nick Squires , Mark Mulligan , Julie Ask , Annie E. Corbett , Charles Golvin

Summary

The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester published its Mobile Technographics analysis, offering strategists a means of obtaining a quick overview of the level of mobile sophistication of their target audience. In 2010, Forrester has designed and fielded questions to create consistent profiles across North America, Latin America, Europe, and Asia. The definitions have changed slightly to accommodate this goal; in particular, we have added a new Mobile Technographics category of Connectors in Europe. These mobile users primarily focus on using mobile for work and productivity tools. Almost 40% of the Western European adult population shows sophisticated mobile usage; this represents a whopping 131 million customers with whom firms can engage.

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