Meet Your New Customer . . . Wow, Is He Demanding

Look over there. See the guy in the queue flicking his mobile screen . . . tapping his phone on the reader, then walking out with his sandwich?

He's your new customer. Wow, is he demanding.

In 2011, Forrester first started to track this type of customer -- that is, someone with three or more connected devices who goes online multiple times a day from multiple locations. We found that 38% of US adults fit the description. That's an impressive debut, but the growth of this type of customer is even more staggering. We expect that by the end of 2013, nearly half of global online adults will be perpetually connected.

These people have new expectations. They don't want intrusive ads buzzing in their pockets. They want valuable content or service. They appreciate the soft sell. The needs and behaviors of these customers are so radical, so game-changing, that they subvert every rule of classic marketing. 

At our upcoming Forrester Marketing Leadership Forums -- April 18-19 in Los Angeles and May 21-22 in London -- we'll help marketers embrace this change so you can continue to create relevance and market share with your perpetually connected customers. As the host and research champion of both events, I'm deep in content development with both our external speakers and Forrester analysts. Here are a few of my favorite nuggets from our content meetings so far:

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