The State Of Mobile Technology For Marketers, 2014

October 23rd, 2014

Thomas Husson Vice President, Principal Analyst

With contributors:

Luca Paderni , Collin Colburn

Summary

Adoption of smartphones is skyrocketing around the globe. Sophistication of consumers' use of those smartphones is likewise climbing — without consumers even noticing it. Mobile is simply part of our daily lives and, therefore, fundamentally changes customer expectations. However, marketing leaders' use of mobile technologies does not match customer behaviors. This report, originally released to clients under the title of "Understanding The Gap Between Consumers' And Marketers' Use Of Mobile" on August 1, 2013, exposes the gap between how marketers and consumers embrace mobile technologies. Forrester reviews and updates the report periodically for continued relevance and accuracy; we have now revised it to include new data from Forrester's Q2 2014 Global Mobile Executive Online Survey, Forrester's North American Consumer Technographics® Online Benchmark Survey (Part 1), 2014, and Forrester's European Consumer Technographics Online Benchmark Survey, 2014.

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