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For Consumer Product Strategy Professionals

Europe Mobile Technographics®: 2010 – A POST Report

An Empowered Report: An Example Of Mobile Behavior Among UK Online Shoppers

by Thomas Husson

with Mark Mulligan, Julie A. Ask, Charles S. Golvin, Annie E. Corbett

Tags: B2C eCommerce, Online Shopping, Mobile Channel for Consumers, eCommerce, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Brands, Consumer Mobile Devices, Brand & Product Web Sites, Mobile eCommerce

Why Read This Report

The first step in building or refining a mobile strategy is understanding the mobile behaviors of your target audience. In April 2009, Forrester published its Mobile Technographics analysis, offering strategists a means of obtaining a quick overview of the level of mobile sophistication of their target audience. In 2010, Forrester has designed and fielded questions to create consistent profiles across North America, Latin America, Europe, and Asia. The definitions have changed slightly to accommodate this goal; in particular, we have added a new Mobile Technographics category of Connectors in Europe. These mobile users primarily focus on using mobile for work and productivity tools. Almost 40% of the Western European adult population shows sophisticated mobile usage; this represents a whopping 131 million customers with whom firms can engage.
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RELATED RESEARCH

Canada Mobile Technographics®: 2010
Julie A. Ask, Charles S. Golvin
October 06, 2010
    The Mobile Application Life Cycle
    Thomas Husson
    May 18, 2012
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    TABLE OF CONTENTS

    • Mobile Technographics Is The Foundation Of A Mobile Strategy
    • Introducing Mobile Technographics For 2010
    • An Example: Engaging With UK Online Shoppers

    • RECOMMENDATIONS

      Localize Your Approach To Identify Opportunities Across Groups
    • Supplemental Material
    • Related Research Documents

    TOOLS & TEMPLATES

    • Models & Calculators:

      Mobile Technographics: Understanding The Connected Consumer

    • Models & Calculators:

      Key Characteristics Of The Various Mobile Technographics Profiles

    • Models & Calculators:

      Sophisticated Mobile Users Are More Likely To Be Young

    • Models & Calculators:

      In An Era Of Mobile Saturation, You Must Profile Your Key Target Audiences

    • Models & Calculators:

      Analyze Behavior To Build Your Business Case And Identify Ways To Engage

    • Models & Calculators:

      Start Identifying The Mobile Devices That 25- To 34-Year-Old SuperConnecteds Use

    • Models & Calculators:

      Anticipate Future Trends To Build Your Mobile Road Map

     
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