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For Customer Insights Professionals

WEBINAR: How Mobile Disrupts The Path to Purchase

Consumer Technographics® And Business Technographics®

July 22, 2015

Description

When they want a product or service, consumers embark on a path to purchase; they discover, explore, buy, use, ask, and engage using a multitude of touchpoints. And smartphones and tablets have changed the way some consumers buy. The rise in portable device adoption has made the consumer purchase journey — which already involves multiple channels, devices, and interaction points — even more complex and fragmented.

This Webinar examines how and why consumers use mobile devices along the multistep purchase path: from product discovery to postpurchase engagement. Because mobile's role in the customer journey can vary by purchase stage, product category, and age of consumer, we examine each of these variables to understand how they change mobile's level of impact.

Then, this Webinar takes a deep dive into consumers' travel behaviors and illustrates how mobile devices are disrupting the traveler's experience from discovery and research, through to on-site experience. We explore mobile's disruption of the path to purchasing travel through Forrester's Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses.

Agenda:

  • Mobile's Role Across Purchase Stage: From Product Discovery To Postpurchase Engagement
  • Mobile's Role Across Age Groups
  • Mobile's Role Across Product Categories, Including Consumer Electronics, CPG, And Personal Care
  • How Mobile Is Disrupting The Travel Experience: A Deep Dive

Key takeaways:

  • Understand when and why to prioritize mobile efforts so that your consumers enjoy an easy and effective mobile experience along their purchase journey.
  • See how consumers of different ages use mobile devices along their product purchase journey.
  • Identify differences between mobile's involvement across product categories and see why some have been quicker to involve mobile more than others.
  • Understand how the perception of experience changes because of mobile disruption, specifically in regards to travel.

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