Summary
Marketers in China are lagging behind consumers in mobile adoption, and they need to do a better job understanding mobile behavior trends to develop effective mobile strategies. Forrester's newly updated Mobile Mind Shift Index (MMSI) is a tool to enable marketing leaders to determine how urgently they should provide mobile services and which features to include. These judgments are crucial, as companies that fail to live up to their customers' mobile expectations risk losing control of their mobile moments to competitors or mobile entrepreneurs. This report introduces the China version of MMSI and analyzes Chinese consumers' mobile intensity, expectations, and behaviors to help marketers prioritize their mobile approach in China.
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