Trends Report

One Task, Many Devices

A Technographics® 360 Report: Using Survey, Qualitative, And Behavioral Data

July 6th, 2015
With contributors:
Reineke Reitsma , Nicole Dvorak , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

We live in a screen-saturated world. From mobile phones and tablets at our fingertips to laptops and desktops at the heart of our offices and homes, we live our lives by moving from one device to another. As a result, consumer behavior is not linear but is diffused across technologies. Even when it comes to performing a single activity, we flit between multiple screens. And we're adding yet more screens to our environments: The growth of smart TVs, wearable technology, and other Internet-connected devices suggests our behaviors will become even more fragmented. In this rapidly evolving and complex environment, companies must understand how and why consumers navigate multiple screens today in order to anticipate how their demands will evolve. This report uses Forrester's Technographics 360 methodology, which merges survey data, mobile tracking metrics, and qualitative insight, to reveal consumer behavior, attitudes, and motivations when completing one task across many devices.

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