Trends Report

Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

May 12th, 2014
Roxana Strohmenger, null
Roxana Strohmenger
Anjali Lai, null
Anjali Lai
With contributors:
Reineke Reitsma , Julie Ask , Melissa Parrish , Andrea Mitchell , Ryan Morrill

Summary

Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the evolving mobile lifestyle of their customer base. In this rapidly changing mobile environment, marketers face the challenge of maintaining an accurate, up-to-date understanding of how consumers truly engage with their mobile devices and why. Therefore, Forrester has combined three data sources to paint a comprehensive, 360-degree view of US mobile consumers. By blending Consumer Technographics survey data, qualitative insights from our ConsumerVoices Market Research Online Community, and behavioral tracking data, this report aims to uncover the truth about how US online adults interact with smartphones and clarify two widely held mobile misconceptions.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.