The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.
Our research on the Mobile Mind Shift and our global surveys allow us to examine in detail how attitudes and behaviors are shifting around the world. While the shift is undeniable and is rapidly accelerating, the regional variations are fascinating.
In a speech today at the Forrester Marketing Leadership Forum EMEA, I revealed that Europeans are, in general, behind Americans on the Mobile Mind Shift. Here's a slide from that speech, showing the spread between Europe and the US: