Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Europe Mobile Technographics®: 2010

An Empowered Report: An Example Of Mobile Behavior Among UK Online Shoppers

November 1, 2010

Primary author headshot

Authors

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Tools And Templates

Models and Calculators

calculator icon
  • Mobile Technographics: Understanding The Connected Consumer
  • Key Characteristics Of The Various Mobile Technographics Profiles
  • Sophisticated Mobile Users Are More Likely To Be Young
  • In An Era Of Mobile Saturation, You Must Profile Your Key Target Audiences
  • Analyze Behavior To Build Your Business Case And Identify Ways To Engage
  • Start Identifying The Mobile Devices That 25- To 34-Year-Old SuperConnecteds Use
  • Anticipate Future Trends To Build Your Mobile Road Map

Table of Contents

  • Mobile Technographics Is The Foundation Of A Mobile Strategy
  • Introducing Mobile Technographics For 2010
  • An Example: Engaging With UK Online Shoppers
  • RECOMMENDATIONS

  • Localize Your Approach To Identify Opportunities Across Groups
  • Supplemental Material
  • Related Research Documents

Recommended Research