The Data Digest: Window Shopping: Now A Popular Activity On Tablets

Nicole Dvorak

If you’ve noticed fewer window shoppers on the streets lately, it may be because they’re at home window shopping from their couches; that is, they’re discovering and exploring products without necessarily intending to purchase.

For our 2015 US Mobile Landscape report*, Forrester analyzed mobile audience data from our behavioral tracking panel to understand how consumers use smartphones and tablets in 2015. We found that although professionals often group both devices under the “mobile” umbrella, consumers use smartphones and tablets in very different ways. One notable difference centers on mobile commerce: While smartphone commerce is still struggling to get traction, for tablets it’s already one of the most common activities. In fact, Forrester’s US Mobile Phone And Tablet Commerce Forecast, 2015 To 2020 shows that total tablet retail purchases more than double those made on a smartphone.

Our behavioral data shows that in the first half of 2015, 68% of tablet owners visited a shopping site at least once in a given month — that’s more than the number who visited news/media, TV/video, or even social networking sites! And these tablet shoppers aren’t just visiting Only about half took to Amazon —the other half visited other online shopping websites that fit their interests, brand preferences, and lifestyle.


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Data Digest: Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2015

Gina Fleming

In 2015, consumers of all ages are extremely connected — the average US online adult uses more than four connected devices, and 70% use a smartphone. Marketers today want to know who the early adopters are, how far behind the laggards are, and what types of technologies they need to incorporate into their marketing and customer interaction mix.

Our annual report on The State Of Consumers And Technology: Benchmark 2015, US answers these questions. This data-rich report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for US consumers’ level of technology adoption, usage, and attitudes. Our annual benchmark report is based on Forrester's Technographics® online benchmark survey that we've been fielding since 1998.

Because of sharp differences in technology adoption by age, we analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. So what did we find this year? Not surprisingly, younger generations lead in technology uptake, with Gen Yers leading the way — showing the highest uptake of Internet-connected TVs, smartphones, and tablets. Older generations lag behind, but even members of the Golden Generation use more than three connected devices, on average.

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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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The Data Digest: Celebrating China's New Year And Consumer Tech Boom

Anjali Lai

Today marks the beginning of the Chinese New Year. Kicking off the 2015 lunar calendar and the year of the goat (or sheep or ram), today celebrates the emergence of spring, the coming together of families, and the arrival of good fortune. Given China’s prosperous technology evolution, the superpower has a lot to look forward to. According to Forrester’s Consumer Technographics® data, the country is already home to the most mobile-savvy population on the planet, with nine out of every 10 metropolitan Chinese online adults using a smartphone; within the next two years, the nation will see an additional 200 million unique smartphone subscribers: 

What will happen when the world’s largest mobile phone market becomes even bigger?

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Online Display Ads Will Account For More Than 12% Of Advertising Spend In Western Europe By 2019

Michael O'Grady


With 44% of all retail sales in Europe set to be offline sales that are influenced by the Web in 2018, it's not surprising that online display advertising spend in Europe will grow more than three times faster than total advertising spend over the next five years. Forrester's Online Display Advertising Forecast  shows that online display advertising will continue to cannibalize advertising spend via other channels.

Firms are increasingly using video and rich media to engage, entertain, and attract the attention of online users and to enrich their brand storytelling. The growth of mobile device adoption and usage is also changing the way that users consume content:

1.Video: Google recently stated that video had entered a fourth dimension, incorporating sight, sound, motion, and interactivity to win the hearts and minds of video viewers. With more than 100 hours of video uploaded to YouTube every minute, Google has created YouTubeNation to curate video content and grow video audiences, especially among those ages 18 to 30.

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The Data Digest: Digital - A Game Changer

Anjali Lai

When March comes to a close, the madness in the US picks up: March Madness, the national college basketball championship, gives sports fanatics the chance to rally around their alma maters, while sports novices get to observe college basketball culture at its best. Personally, I tend to lean to the latter end of the spectrum — but this year, thanks to a redesigned mobile app and enhanced social engagement strategy, I find myself moving away from observer status toward that of participant.

My story isn’t unique: The features and functions of sports-related mobile apps allow fans of any knowledge level to receive immediate updates, learn more about players and teams, and connect with fellow spectators across the region — and globe. From reviews of the recent winter Olympic Games to preparations for the upcoming FIFA World Cup, “sports fever” is universal. Forrester’s Consumer Technographics® data shows that while the impulse to engage with sports-related apps on portable devices is evident around the world, it is most noteworthy among consumers in Metro China and Metro Brazil:


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Lenovo Has Started To Benefit From The Mobile Mind Shift

Gene Cao

Lenovo recently announced record results for the third quarter of the 2013/14 fiscal year: the first time that the firm has exceeded US$10 billion in revenue in a single quarter. Lenovo has continued to prioritize maintaining or increasing its share of the PC market — the majority of its business. This strategy has paid off: Lenovo’s PC business (laptops plus desktops) grew by 8% year on year — in stark contrast to its slumping rivals. Lenovo can attribute its success to a strategy that sacrifices profit to keep prices competitive, maintains a direct local sales team, and retains channel partners after acquisitions.

Forrester believes that the mobile mind shift is one of four key market imperatives that enterprises can use to win in the age of customer. Lenovo has gotten a good start on this journey with its effort to enhance its mobile-related capabilities. Although the coming Motorola deal may have a negative impact on Lenovo’s performance over the next three to five quarters, the firm believes that mobile can change its business — and not just its digital business. In the next two to three years, Lenovo’s key strategy will be to provide customers with mobile devices and related infrastructure that will address their mobile mind shift. In particular:

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Kindle Fire HDX Builds An Unprecedented Digital Customer Relationship For Amazon

James McQuivey

Watching cut the prices of last year’s Kindle Fire devices shortly after they debuted, you may have concluded that Amazon’s tablets weren’t performing well. You may have further speculated, as I did earlier this year, that maybe Amazon didn’t need to commit to the tablet strategy. After all, Amazon has a great relationship with its customers whether they’re on PCs, mobile devices, or iPads. You (and I) would be wrong. Today Amazon doubled down on a tablet strategy, announcing three new devices for sale later this year. A new 7-inch Kindle Fire HD (starting at $139), a 7-inch Kindle Fire HDX (from $229), and an ultra-skinny 8.9-inch Kindle Fire HDX (from $379). In one fell swoop, Amazon:

  1. Commits to tablets as a way of committing to customers. Yes, tens of millions of people already have iPads, but another 40 million people in the US will get their first tablet between now and the end of 2016. And chances are very, very good that Amazon has a credit card on file with most all of them.
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Our Collaborative Computing Future: Oblong’s Mezzanine

JP Gownder

When people think of futuristic user interfaces (Forrester analysts included), they often invoke the 2002 Tom Cruise movie Minority Report. The imagery in the movie offers a compelling vision of how next-generation technologies – gestural control, voice command, 3D visuals, multi-screen interactions – can empower computing experiences.

Where did Minority Report get this vision? From a man named John Underkoffler, Chief Scientist at a company called Oblong. He designed the computer interfaces in the film.

I had the pleasure of visiting Oblong’s Boston office recently, where I saw demonstrations of several technologies. Most interesting to me was the company’s Mezzanine offering, an “infopresence” conference room that the company sells to enterprises today.

The solution involves equipping a conference room (or multiples – it works as a long distance telepresence location) with a number of monitors (5 in the room I visited), teleconferencing equipment (industry standard products work well), and ceiling-mounted sensors (for interpreting gestural controls), and a whiteboard (a physical one, but visible to a camera). Workers control the room with a wand, which works via both gestural controls and a button.

Putting all of these things together, workers can collaborate both within the room itself and with remote teams (or remote individual team members). The resulting experience, in my view, offers two sets of benefits:

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29% Of Online Ad Spend In The US Will Be From Mobile By 2018

Michael O'Grady

Mobile ad spending is finally taking off. The Forrester Research Mobile Advertising Forecast, 2013 To 2018 (US) predicts that mobile ad spend (smartphones plus tablets) will represent more than 29% of the total online ad spend in the US by 2018. The forecast looks at mobile device ownership in the US, trends in device usage, and mobile advertising supply-side data to fix the current and future market size for display, search, and social spending.

The drivers behind this take-off of mobile ad spending are:

  • Increased device ownership, particularly of tablets. Smartphone installed base growth in 2012 was more than 35%, while tablet installed base growth exceeded 120%. By 2016, tablet sales will overtake the sales of desktop and laptop PCs.
  • The intensity of online tablet use. Despite tablets representing less than 30% of the mobile device market in the US, they represent more than 40% of total mobile page views. In addition, the majority of tablet users watch video on their tablet, compared with about a third of smartphone users.
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