Forrester has been analyzing device adoption since the launch of its Consumer Technographics® studies in 1997. Over the years, it has become evident that although demographics and attitudes influence technology adoption, these elements alone do not predict consumer behavior – subtle factors like context and psychological needs must be taken into account to piece together the technology adoption prediction puzzle. This is because of two essential contradictions that exist between:
What consumers say they will do and what they actually do: The concept of introspection illusion reveals the discrepancy between stated intent and subsequent behavior. Consumers are bad predictors of their own technology adoption patterns and are often conservative when estimating their own device usage.
What consumers say they want and what they really want: As Steve Jobs famously put it, “People don’t know what they want until you show it to them.” And even then, consumers might not recognize the benefits of the product – needs are transient, circumstantial, and often conflicting.
Allow me to make a confession: In the debate over whether people are rational or emotional decision-makers, I have persistently seated myself on the rational side of the table. However, recent research has challenged my views. Witnessing cross-discipline academics reinforce the motivating power of emotion has resulted in a general consensus among fellow rationalists that “reason leads to conclusions; emotion leads to action.”
We are now recognizing the power of emotional decision-making in consumer behavior and — most importantly — the effect that it has on a company’s bottom line. Nothing is more convincing than the data itself. For example, a combination of Forrester's Consumer Technographics® quantitative and qualitative insight shows that when banking providers fail to meet a customer's expectations in moments of high emotional investment, they risk losing that customer altogether:
From the moment they open an account to their on-going interactions with bank employees, customers navigate a series of emotional experiences that directly affect their decision to enhance or withdraw from the brand relationship. Companies that appeal to customer emotions during such engagements master these "moments of truth" and ensure that outcomes are positive — and profitable.
Language is evolving; the written word is giving way to visual vocabulary.
Interpersonal communications are shifting from being text-based to image-based, and you don't have to look far for the evidence: We spell using the Emoji alphabet; we comment with photographs; we engage through pictures.
Therefore, it’s no surprise that consumer adoption of visual social networks is growing and that social chatter is becoming increasingly pictorial. Forrester's Consumer Technographics® data shows that US online consumers across generations are interacting with content on Instagram and Pinterest more than before:
As consumers become increasingly versed in the language of visual content, curated images become a powerful means of expressing opinions, conveying emotion, and recounting experiences. As a result, pure text analytics no longer suffice to interpret social chatter; instead, insights professionals have an opportunity to mine the wealth of media-rich data that increasingly pervades social networking sites.
Want to track how many calories you burned on your lunch run? There’s an app for that. Want to turn your face into an Emoji? There’s an app for that. Want to kill time by making patterns out of different colors of candy? There’s an app for that, and it’s quite popular, in fact. Candy Crush Saga, the most popular gaming app in the United States, according to Forrester’s Consumer Technographics® Behavioral Study, attracts close to 14% (about 1 out of every 7) of US online smartphone owners. On average, users access the app almost every other day, and when they do, they spend more than a half an hour per day using it. That’s more time than users spend on any social networking app, even Facebook.
Spending this much time using a gaming app is not unique to Candy Crush. Gaming apps frequently make it to the top of the list when sorting by time spent per day. Juice Cubes, another gaming app, keeps users engaged for an average of 37 minutes per day, 3 days per week. Who are these gamers, and where do they get the time?
It’s no secret that mobile digital wallet technology is faring better in the US than in the UK; here in Boston, I use my LevelUp app at more than half of the retailers I visit (the app tells me I’ve visited one vendor 122 times!). However, only a few providers — including PayPal InStore, V.me by Visa, and Paydiant — are serving UK consumers. (Will Amazon be next?)
To understand the popularity gap for mobile digital wallet technology between the US and the UK, Forrester leveraged its Technographics® 360 research approach to get a holistic view of consumers. By analyzing data from our European Technographics Retail Survey, 2013, UK ConsumerVoices Market Research Online Community, and UK Consumer Technographics Behavioral Study, November 2013 to March 2014, we evaluated desired features, strongest barriers, and current behavior associated with mobile digital wallet usage across UK consumers.
Our data shows that security is still a major concern among UK consumers, but the features they want in a mobile digital wallet are associated with an improved customer experience: These features make the purchase process more organized and convenient for customers, while also helping them save money along the way:
The tide is turning on privacy. Since the earliest days of the World Wide Web, there has been an increasing sense that the Internet would effectively kill privacy – and in the wake of the NSA PRISM program revelations, that sentiment was stronger than ever. However, by using our Forrester’s Technographics 360 methodology, which blends multiple qualitative and quantitative data sources, we found that attitudes on privacy are evolving: Consumers are beginning to shift from a state of apathy and resignation to caution and empowerment.
In our recently published report, we integrate Forrester's Consumer Technographics® survey data, ConsumerVoices Market Research Online Community qualitative insight, and social listening data to provide a holistic view of the changes in consumer perceptions and expectations of data privacy. In the past year, individuals have 1) become much more aware about the ways in which organizations collect, use, and share personal data and 2) have started to change their online behavior in response:
At the root of human behavior is the impulse for connection. History is our witness: As times change, certain trends emerge that anchor shared experiences, around which people collectively rally. Today, with social media acting as a platform for ubiquitous connections, diverse consumers build solidarity around digital experiences. Beyond simply looking for deals and discounts, individuals who “friend,” “follow,” and “like” brands seek closer brand relationships.
However, while consumers around the world want to be part of a brand community, some cultures are more enthusiastic than others. Forrester's Consumer Technographics® data shows that Latin American online adults are more passionate about engaging with brands for affective reasons than their European and Japanese counterparts:
This variation roughly parallels Hofstede’s dimensions of culture, which suggests that the differences are partially a reflection of cultural nuances: Those populations that are most motivated to share in the brand community are all-around collectivist rather than individualist.
Recently, I’ve been on the go: I’ve just returned from a two-week sprint that took me to five different cities by plane, train, and car. Any frequent traveler is familiar with the logistical challenges that make multimode transport inconvenient – whether it's dashing between connecting flights or strategizing a taxi pickup to catch the train, switching between methods of transportation can make for a trying, disjointed journey overall.
As I settled into one flight by turning off my mobile phone and opening my laptop, it dawned on me that our path through the fragmented digital world is similar to my multiphase journey. As our physical location changes and as we realize the limitations of certain device experiences, we reach for various devices to carry out the task at hand – often, we complete one activity sequentially across screens and expect a seamless experience.
In fact, Forrester's Consumer Technographics® data shows that more than half of US online adults who begin tasks on their mobile phone continue them on their laptop. These consumers are most frequently purchasing products, checking emails, and researching items:
From Time Warner and Comcast to AT&T and DirecTV, corporate mergers appear to be the latest tactic in winning the battle for market share and driving innovation. From a business perspective, the strategic advantages of such mergers may be clear — but what do these changes look like from the consumer’s viewpoint? To understand consumer reaction to the latest series of merger announcements, Forrester leveraged its Technographics360 approach of linking multiple data sources to give a holistic view of consumers. Specifically, we tuned into online chatter with our social listening platform and engaged our ConsumerVoices market research online community for this analysis.
According to the data, consumers associate mergers with increased costs, fewer opportunities for choice, and decreased product and service quality. While a few individuals appreciate the potential for innovation that mergers might afford, the prevailing sentiment is uncertainty:
The fact that individuals are wary of these corporate mergers partially stems from the timeless truism that “people are afraid of change.” To mainstream consumers, a large merger suggests a loss of customer control and greater uncertainty; according to the Harvard Business Review, these are the top two qualities that underpin a fear of change.
In her recent report, my colleague Reineke Reitsma revealed that European consumers interact with a diverse suite of social networking sites, with Facebook and YouTube leading in terms of consumer engagement. Pinterest, however, is an outlier: European consumers demonstrate minimal interaction with Pinterest compared with both other social media sites and their US peers. According to Forrester’s Consumer Technographics® data, 18% of US online adults regularly visit the website but only 2% of European online adults across the UK, France, Germany, Italy, and Spain visit Pinterest once a month or more: