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Europe Mobile Technographics®: 2010

Report: An Example Of Mobile Behavior Among UK Online Shoppers

November 1, 2010

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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.

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  • 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

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