Engaging Smartphone Users

With 4 billion cell phones and 1 billion PCs in the world, cell phones are clearly the next digital frontier for companies looking to engage with their customers in a more persistent and personalized way. Designing and developing excellent experiences is a precursor to high levels of consumer satisfaction and engagement. A potent mix of intuitive user interfaces, data access, and — most importantly — applications makes smartphones a natural place to find a convenient customer experience. In this report, we use US data about consumer usage of and satisfaction with social networking activities as an example of how a well-designed and convenient experience leads to high engagement. Forrester recommends using the Convenience Quotient framework to assess the convenience of your mobile services and predict the likelihood of high levels of engagement.