Trends Report

US Mobile Technographics®: 2010

Report: Understanding The Mobile Behavior Of Your Target Audience

September 28th, 2010
Julie Ask, null
Julie Ask
Charles S. Golvin, null
Charles S. Golvin
With contributors:
J. P. Gownder , Thomas Husson , Nick Squires , Laura Wiramihardja

Summary

The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester first published Mobile Technographics, offering consumer product strategists a means of obtaining a quick overview of the level of mobile sophistication of their target audience. For this update in 2010, Forrester has designed and fielded questions to create consistent profiles across geographies. The definitions have changed slightly to accommodate this goal. With growth in the adoption of smartphones, the opportunities are greater than ever.

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