I recently “overheard” a member of our market research online community (MROC) say, “I treat my smartphone like my child and carry it everywhere I go.” It’s official: Smartphones have replaced children. Not really, but the statement speaks to the way that consumers have changed their thinking and behavior because of mobile devices. The rapid adoption and dominant presence of mobile devices speaks to their importance in consumers' daily lives.
As part of our effort to develop forward-thinking research using innovative approaches, Forrester is collecting behavioral data by tracking consumers' activities on smartphones and tablets. By using a passive tracking technology, we now have a detailed, inside look into what consumers are doing on their smartphones and tablets and when they're doing it. Preliminary results have shown some surprising (and not so surprising) data insights.
I recently spoke with members of the application development team at Torry Harris Business Solutions (THBS) in India. THBS develops mobile apps for clients worldwide. The team revealed that THBS clients now focus much more on user experience (UX) design — so much so that some of them are even willing to spend an additional 5% on top of the total app development cost to get a better design. UX design represents about 30% to 40% of the total mobile app development cost. But a great UX is only half of a mobile engagement; context is the other half. To develop a complete and effective mobile engagement, eBusiness and channel strategy professionals must:
Why do we use Facebook on our mobile phones? Because when we are out and about doing something fun, we want to tell our friends about it.
If I were posting from home, my posts would be:
“I am working.”
“I am watching TV.”
“The cat just sat on my laptop.”
“My cat just knocked over my water cup.”
Yawn. Boring. It is much more exciting to post updates to our friends about the latest sashimi we’ve eaten or the last run we skied on Val d’Isere. These are the mobile moments we want to share with our friends. This is part of the mobile mind shift, the expectation that we can get what we want, in our immediate context and moment of need.
GoPro takes the capture and sharing of mobile moments to new heights. We (yes my family owns one) not only use our GoPro at cool, exciting outdoor places like Yosemite and Tofino to capture HD images, but also use it when we are in motion – fast motion down hills on skis, snowboards, and bikes, or in the water.
But rather than waiting until the day’s adventure has ended, GoPro enables the consumer to share these moments in context with friends and family, thanks to wifi enabled cameras and the GoPro mobile app. It’s immediate proof and boasting rights for some of the most exciting mobile moments.
Here’s one of my favorite mobile moments GoPro has enabled:
What is it like to free fall from a space capsule?