Mobile Misconceptions: Uncovering How Consumers Actually Use Their Mobile Phone

Mobile phone adoption has undeniably changed the way consumers behave, think, and engage. This has prompted marketing leaders to rethink their outreach strategies and adapt to keep pace with the evolving mobile lifestyle of their customer base. In this rapidly changing mobile environment, marketers face the challenge of maintaining an accurate, up-to-date understanding of how consumers truly engage with their mobile devices and why. Therefore, Forrester has combined three data sources to paint a comprehensive, 360-degree view of US mobile consumers. By blending Consumer Technographics survey data, qualitative insights from our ConsumerVoices Market Research Online Community, and behavioral tracking data, this report aims to uncover the truth about how US online adults interact with smartphones and clarify two widely held mobile misconceptions.