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For eBusiness & Channel Strategy Professionals

Mobile Technographics®: US Online Shoppers

Choosing The Right Approach For Your Target Consumers

February 14, 2011

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Why Read This Report

Consumers' spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers. Forrester recommends the POST methodology to eBusiness professionals developing mobile strategies and building out services. The first step is understanding the mobile behavior of your own customers. Forrester analyzes the combination of consumers' mobile behaviors to create a Mobile Technographics Profile that provides a comprehensive view of each segment's use of mobile phones. Doing so is essential, as consumer use of mobile phones will vary by shopping category. In this report, Forrester compares the mobile behavior of US online shoppers for consumer electronics, apparel, and home goods to illustrate these differences and how they have affected mobile service strategies across industries.

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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.

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Table of Contents

  • The POST Method: A Systematic Approach To Mobile Strategy
  • Increasing Consumer Usage Intensifies The Mobile Imperative For Retailers
  • Understand The Behavior Of Your Audience Today But Anticipate Evolution
  • recommendations

  • Start POST With A Mobile Technographics Analysis Of Your Customers
  • Supplemental Material

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