Trends Report

The New Mobile Mind Shift Index: China

Mobile Expectations Are High In The Largest Smartphone Market

April 2nd, 2015
Xiaofeng Wang, Principal Analyst
Xiaofeng Wang Principal Analyst
With contributors:
Luca Paderni , Michael Barnes , Reineke Reitsma , Flora Zhang

Summary

Marketers in China are lagging behind consumers in mobile adoption, and they need to do a better job understanding mobile behavior trends to develop effective mobile strategies. Forrester's newly updated Mobile Mind Shift Index (MMSI) is a tool to enable marketing leaders to determine how urgently they should provide mobile services and which features to include. These judgments are crucial, as companies that fail to live up to their customers' mobile expectations risk losing control of their mobile moments to competitors or mobile entrepreneurs. This report introduces the China version of MMSI and analyzes Chinese consumers' mobile intensity, expectations, and behaviors to help marketers prioritize their mobile approach in China.

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