The Data Digest: A Happy New Year!

Anjali Lai

The market research industry is built on a fundamental assumption: that any enterprise, product, team, or person can be better than it is today. Researchers mine insights because we are constantly seeking opportunities for greater success and are eager to illuminate the path forward. But researchers aren’t the only ones doing this; although it’s our profession, people around the world share this drive for improvement. These sentiments are at their peak today on New Year’s Eve as we reflect on the highs and lows of the year behind us and resolve to do something better in the year ahead.

Seeking improvement is part of human nature, but in some cases, it’s demanded of us. In the business world, companies that set higher standards also set new consumer expectations and secure customer loyalty. For instance, our Consumer Technographics® data shows that Amazon offers one of the most loved customer experiences across the globe because it provides an unparalleled sense of emotional satisfaction: 

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The Data Digest: Television Without The TV Set

Anjali Lai

A week ago, my family crowded around our living-room TV to watch the Macy’s Thanksgiving Day parade, and I couldn’t help thinking about the ironic clash between tradition and innovation: On the one hand, we mirrored that classic tableau of the family gathered around a single source of entertainment; on the other, our smart TV offered a distinctly modern viewing experience.

This fine balance between tradition and innovation is widespread — especially in regards to the evolution of TV media. Our Consumer Technographics® data shows that US consumers’ love for TV is unwavering, but the ways in which viewers access content are rapidly changing. Streaming services like Netflix and Amazon Prime have been catalysts for this change; now Comcast’s recently launched Stream TV opens a new avenue for TV consumption that lives somewhere between cable and Internet properties. With Stream TV, Comcast is targeting a growing group of TV lovers who don’t actually have a TV:

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The Data Digest: Evolving Consumer Attitudes On Privacy

Anjali Lai

Back in 2013, we conducted a study to figure out how the “summer of Snowden” was affecting consumer opinion on privacy. A year later, we combined that data with a current pulse of consumer sentiment, and found that mainstream attitude signaled imminent behavior change.

Fast forward another year: Today, US presidential candidates are talking about privacy and personal data protection during the pre-primary season. We have recently witnessed three more major data breaches affecting millions of Americans. The adblocking debate is at fever pitch, while Internet giants make privacy a point of differentiation. So, we ran our study a third time, and incorporated behavioral tracking data into the methodology.

Our findings? Consumers are more willing than ever to 1) walk away from your business if you fail to protect their data and privacy; 2) adopt technologies like tracker-blockers and VPNs to limit their exposure to data misuse; and 3) extend their protective actions to the physical realm. And, Forrester’s Consumer Technographics® data shows that this story pertains to millennials and their older counterparts alike:  

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The Data Digest: Opt Out Of Reading This Post

Anjali Lai

I always love this time of year. Here in Cambridge, Mass., we’re at a turning point: With the close of the World Series and the start of daylight savings, we face the reality that evenings are colder, nights come faster, and the holidays are imminent. With summer escapes behind us and holiday shopping ahead of us, recent media stories made me think about one phenomenon that does not change with the seasons: the relentless efficacy of advertising.

For example, REI’s latest ad, which urges consumers to forego Black Friday, may look like commercial suicide at first glance, but don’t underestimate the effects of an unexpected message. Forrester’s Consumer Technographics® data shows that while ads may not directly spark a purchase, they immediately enhance awareness and can spark consumer behavior that subsequently drives consumption:

And this data only quantifies the advertising effects of which consumers are aware; more often than not, advertising has a deeper, subconscious impact on consumer behavior and attitudes.

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Uncover Your Customers' Mobile Pathways To Win In Mobile Moments

Jennifer Wise

We all know it: Consumers are glued to thier mobile devices, glancing at them hundreds of times in a day, and spending almost 67 hours on apps and sites in a month. These glances -- anytime you pull out your phone to do something --  are what we call "mobile moments." What could this moment be? To set an alarm. To browse Facebook. To check your email. To go to your favorite retailer's site to shop. To do seemingly anything you wish.

The meaning of these multiplying mobile moments to brands and marketers is clear: You need a mobile strategy. But what should this strategy be? How can you win in your customers' mobile moments?

To help answer this, Forrester has launched a new report: Master Your Customers' Mobile Pathways. A collaboration with Ted Schadler and Nicole Dvorak , it presents a new type of data analysis: Mobile Pathways. So, what is this data and how can you use it? Here are some key things to know:

  • What is mobile pathway analysis? Mobile pathway analysis is defined as: Charting the immediate path customers take to and from your brand's mobile moments.
  • Where does mobile pathways data come from? We’ve been tacking mobile sessions in the US and UK to learn about how people use their phones – what sites they visit, what apps they go to, and what string of actions they take in a mobile session.
  • What does mobile pathway analysis tell you? In mobile pathways analysis, we aim to help answer 5 pressing questions:
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The Data Digest: Wear, Why, And What Next?

Anjali Lai

For US online adults, wearable technology is no longer the stuff of myth. Over the past year alone we’ve witnessed the launch of the Apple Watch and iterations on early wearable products. Wearable devices are now making their media cameo across a variety of channels and topics ranging from politics to pop culture.

According to Forrester’s Consumer Technographics® survey data, around one-fifth of US online consumers use a wearable gadget. While the adoption rate is higher among young, wealthy males, wearables are already breaking into segments that aren’t typically considered among the early adopters. Most individuals tend to use the technology for health- and fitness-related activity; however, consumers demonstrate a growing interest in using wearables for several different functions:

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The Data Digest: A New Retail Reality, Boxed Up

Anjali Lai

They say that good things come in small packages – and it seems that those consumers who have signed up with the burgeoning wave of subscription services know this to be true. Today, whether you’re looking for fine wine or baby food, artistic inspiration or masculine essentials, you don’t have to leave your home to get – or even search for – the items yourself; the box delivered to your door may have just what you’re hoping for.

Subscription services are relatively new, but consumer awareness of and interest in the concept are growing. I recently became a customer of Stitchfix – and while I might be among just a handful of consumers who’ve actually signed up, nearly one-fifth of US online adults are interested in similar services. Forrester’s Consumer Technographics® data shows that interest is particularly high among young shoppers: 

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The Data Digest: Social Media And Social Revolution

Anjali Lai

In chaos theory, the butterfly effect posits that seemingly small changes at one moment in time can result in large, dramatic changes at another. The subtle flap of a butterfly’s wing can trigger a violent hurricane that occurs miles away or days later. Rationally, the idea may seem like a stretch, but in a digital sense, we are witnesses to – and victims of – the butterfly effect every day through social media. A few individuals’ posts online can escalate into a chorus of voices that mobilizes communities and creates new standards. We saw this last year after a homeless man in Boston turned in a backpack and, more recently, when Cecil the lion was killed in Zimbabwe.

Social media has always been a catalyst for bringing people together as well as an outlet where consumers can vent. But when a surge of voices results in change, social media posts are more than ephemeral cybertext. And, according to Forrester’s Consumer Technographics® data, consumers around the world leverage social media to generate buzz about current events, although members of some countries are more vocal than others: 

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The Data Digest: Health Insurers Must Ensure Satisfaction

Anjali Lai

The US health insurance industry is in the midst of a tectonic shift. Since federal legislation mandated health coverage for all US citizens, health insurers have been pivoting away from pure B2B models to reinvent themselves as B2C services – and they’ve been responding to the demands of a new target group: consumers who purchase their own health insurance.

Earlier this year, we published a blog post detailing the channels customers use when purchasing health insurance. But mapping customers’ physical interactions with a company is only part of the story – understanding their emotional evolution is just as important. According to Forrester’s Consumer Technographics® data, a mere 50% of consumers who purchase their own health insurance feel that the brand puts them first; others believe health insurers do what’s best for their own bottom line at the expense of customers. The former are not only emotionally satisfied, they are also loyal to their current health insurer and willing to spend on additional products and services: 

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The Data Digest: Consumers’ Device-Switching Behaviors

Anjali Lai

According to our fellow consumers, we’re more productive. Ask any mother, and she’ll tell you we’re addicted. Listen to a doctor, and you’ll think we’re creating clinical problems. The consequences are up for debate, but the fact of the matter is clear: US online adults get things done by switching from one screen to another.

Today, the majority of the US population uses three or more connected devices; we don’t only live among screens – we live by them. We complete tasks by gliding from one screen to another without a second thought. In fact, over half of US online consumers often carry out a single activity across multiple devices, and one-fifth admits they always do this.

While consumers commonly start certain tasks on their smartphone and complete them on a desktop, they also move from desktops to portable devices. The devices consumers use and the frequency with which they move between screens vary by activity. A blend of Forrester’s Consumer Technographics® survey data and passive behavioral tracking shows that retail behaviors are most fragmented across devices, followed by media consumption activities:

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