The Data Digest: A Global Look At Mobile Internet Adoption

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Asian markets are leading the adoption of mobile Internet. Data from our global Technographics surveys shows that more than half of Japanese online consumers use mobile Internet at least once a month.

In Europe are the UK, the Netherlands, and Sweden topping the list with mobile Internet penetration reaching 16% of online consumers. Those who use mobile Internet are frequent users: Four in five mobile Internet users in the US, urban China, and Japan connect weekly.

Read more

Categories:

CSC looks well positioned for current spending patterns

Christopher Andrews

I recently attended a CSC analyst event in which they described several of the wins and initiatives that they have experienced over the past year.   Like many services companies Forrester speaks with, the company is taking a heavy vertical (industry-specific) market strategy and positioning itself in hot markets related to government spending, healthcare, and energy.

Read more

And the winner of MTV's VMAs is...Twitter!

James McQuivey

I recently wrote about Social TV -- what we call it when people use social media like Facebook and Twitter to augment the TV experience. There were some doubters (there always are).

If you need proof that people are using social media to make TV more engaging, then look no further than this week's MTV VMA awards. Though everyone seemed to be talking about Kanye West, the real trendsetter of the evening was Twitter.

From the show's start to the finish, 1.3 million Tweets related to the VMAs were posted. The traffic to Twitter tripled during this rush. More interesting, the Twitter phenomenon was almost exclusively real-time, meaning that although there were another 700k posts that evening and into the next morning, but most of the heat came during the event as people in attendance and people watching reacted in real-time to what they were experiencing and feeling. 

This is the boon linear TV has been waiting for: imagine, a way to get people to watch TV at the same time as everyone else -- because if they don't, they'll miss the whole Tweet-party! That's what my Forrester report on Social TV was about, and I thank the VMA viewers for proving my point.

Oh, and yes, Taylor Swift totally deserved the award, this video is awesome; so sit down, KW. 

Netpromoter Scores In An International Context - Treat With Caution

Reineke Reitsma

Reineke Reitsma [Posted by Reineke Reitsma]

Yesterday I was in a meeting and suddenly the Netpromoter score passed by - after being buried for a while.

I have to confess that I have a somewhat troubled relationship with the Netpromoter score, it hasn't been treating me very well over the past couple of years. There was a time where Netpromoter scores were very important to me as they partly defined the success of the product I was managing and my scores weren't up to par with the rest of the organization. Was I really doing something wrong or was there another reason why the scores were lower? 

Read more

Categories:

Global versus local: how do you get the messages right?

Jennifer Belissent, Ph.D.

Jennifer Bélissent [Posted by Jennifer Bélissent]

Global marketing also requires a degree of consistency. How do you strike that balance?  My new report — Get the B2B Messages Right: Balance Global Consistency And Local Relevancy — discusses the challenge of getting the global messages right for local audiences, and provides some recommendations for how to do it.

In my newest blog post, "Global versus Local" at B2B Beyond Borders, I surface some of the data behind the report and take you behind a personal example that didn't make the report.

Where are tech buyers getting their information?

Jennifer Belissent, Ph.D.

Jennifer Bélissent [Posted by Jennifer Bélissent]

Just wanted to call attention to a couple of new Forrester reports. I’ve started drilling into the Four Ps — mostly on the promotion front.  Here are a few highlights:

Read more

Omniture Aquisition Will Bring A Boost To Online Ad Measurement

Which is it, shortage of mainframe skills ... or jobs?

Phil Murphy

Murphy_p_small   

There is a lot of noise lately from 2 camps - one swears that the availability of people with mainframe skills is drying up rapidly - they either forecast dire shortages, or note problems hiring for certain positions internally. Most of the trade press articles are firmly in this camp.

Read more

CA Buys NetQoS: A New Network Management Juggernaut?

Glenn O'Donnell

Glenn O'Donnell
CA is a vendor that already enjoys a leading position in overall network management. Its 2005 acquisition of Concord, which brought along the assets of the previously acquired Aprisma, instantly moved CA from an also-ran to one of the clear leaders. Concord was good, and CA has an impressive track record of growing that business since the acquisition. Still, there were some weaknesses with regard to more advanced performance analysis.

On September 14, 2009, CA finally addressed these performance gaps by announcing its intent to acquire NetQoS for $200 million. Based in Austin, TX, NetQoS is one of those exciting small companies that proved there is a better approach to many of the challenges we face. It is one of the true innovators in performance management of both infrastructure and applications.

Read more

Defining The Generations Based On Technology Era

Ted Schadler

by Ted Schadler

Our last post on Gen X using Web 2.0 at work generated a lot of buzz in other blog posts, particularly at ReadWriteWeb.

One of the biggest comments had to do with how generations are defined.

At Forrester, we spent about a month looking at this question back in 2006 when we did our first generational analysis of the use of technology. (We've since updated that work in "The State Of Consumers And Technology: Benchmark 2008" -- available to Forrester clients.)

The more we looked, the more we realized that nobody frickin' knows. So we did what we comes naturally -- we researched it. We canvassed the universe. We read all the books and talked to a bunch of experts, mostly from the Agency world, where they know a thing or two about generations.

Since nobody had a definitive set, we create them based on blended average of the best references out there. Then we added a Forrester twist: What technology era does it correspond to? (Meaning, when they were teenagers, what technology was new to them.)

  • Gen Y: 1980-1991. This group started spending money in the mobile era -- it's still their defining characteristic. Mobile texting, making party plans on the fly while out, carrying their identity around in their phones, that's Gen Y. They don't think twice, they just do it. This group would love to use social media at work, but mobile's good enough for now thank you very much. They are 50% more likely to text while at work as Gen X (51% versus 36%.) As far as showing the rest of us the path forward, it's probably leading by example at this point in their careers.

Read more