Trends Report

The Global Mainstreaming Of Smartphones

Understanding Global Smartphone Adoption Today And Tomorrow

September 15th, 2011
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Charles S. Golvin, null
Charles S. Golvin
With contributors:
J. P. Gownder , Annie E. Corbett , Andia Vokshi , Elizabeth Stark

Summary

In a global population that exceeds 5 billion subscriptions, consumer product strategists recognize that smartphones are a niche today. Yet in the US and in some European countries, smartphone penetration is racing past 25% — smartphones are going mainstream, albeit at a varying pace across the globe. This report clarifies this phenomenon, leveraging Forrester's Technographics® segmentation and identifying factors influencing adoption rates. Consumer product strategists should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream.

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