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.
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.
As change agents, CIOs, CTOs, and technology and strategy managers need to help design great mobile moments that drive revenue growth, improve the customer experience, and eventually help transform their organization’s business model. Technology will play a major role in this endeavor. To succeed, it is important to remember that:
There will not be one single new revolutionary mobile technology. Many mobile technologies are coming of age; their true potential will unfold through the intelligent combination of mobile technologies to support mobile moments. The goal for the CIO should not be to chase the latest mobile technology, but rather to combine emerging mobile technologies in the most effective manner.
Mobile has moved well beyond smartphones and tablets. Mobility is now embedded in nearly every business process in both the consumer and business markets. Wearables and all sorts of devices and machines are becoming part of the mobile universe. The Internet of Things will also have a strong mobile dimension.
CIOs must focus on the mobile technologies with the greatest user impact. As CIOs create their business technology (BT) agendas, they need to take a more proactive approach to understanding and investing in emerging technologies for competitive differentiation. CIOs need to identify and catalog the customer impact of the main emerging mobile technologies that will help their organizations thrive in the age of the customer.
As the importance of technology to consumers continues to grow, pretty much anyone working for a company that wants to improve their customer experience needs to understand consumers’ technology behaviors. Questions companies ask include: “How did US consumers’ technology use change in 2014?” “Who are the early adopters of wearable devices?” “Are older adults using digital media?” “Are Millennials really ready to cut the cord?” These are just a few of the questions we answer in our newly released report on The State Of Consumers And Technology: Benchmark 2014, US. This data-rich report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for consumers’ level of technology adoption, usage, and attitudes. Our annual benchmark report is based on Forrester's Consumer Technographics® online benchmark surveythat we've been fielding since 1998.
I am a new senior analyst on the customer experience team, based in London, and I wanted to take this opportunity to introduce myself and share some thoughts about my first report. My areas of expertise include digital customer experience, measurement, strategy, customer understanding, and design. For my first report, I have decided to tackle a topic that occupied a lot of my time as a customer experience (CX) practitioner, namely technology.
As a former customer experience practitioner, I found myself gravitating between the driver seat, the passenger seat, and the backseat when it came to technology decisions — part buyer, part advisor, and part bystander. I worked closely with IT on digital CX and had some very fruitful interactions with IT colleagues about customer experience in general — and customer journey and ecosystem mapping, in particular. I also experienced firsthand the fragmentation of IT spending as more business owners spend more from their own budgets on IT in order to win, retain, and engage with customers. And of course, as many of you, I witnessed IT projects derail or gain a life of their own, to the detriment of the customer experience. Technology is everywhere, every business is now a digital business, and customer experience professionals are facing a tsunami of technology choices as the tech industry enters a period of unprecedented innovation and more and more vendors align themselves with the customer experience buzz. In this first report, I want to explore:
How involved are customer experience professionals in technology decisions? Are they in a position to influence these decisions?
I’d like to share with you some of the highlights from our annual The State Of Consumers And Technology: Benchmark 2011, US report. This data-rich report is an institution in the US, covering a range of topics on consumers and technology. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual survey that we've been fielding since 1998 and for which we interview close to 60,000 US adults. In fact, almost anything related to consumers and their use of and interest in technology can be found in this study.
In this year’s report, like last year, we segmented consumers by generation, examining Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. This view continues to provide some very interesting and actionable consumer insights into how technology behaviors vary across generations. For example, younger generations are more active on social networks; however, of those Boomers who are using social media, a similar percentage has a Facebook account or a LinkedIn account as their younger counterparts. The younger generations are far more likely to have a Twitter or MySpace account, though.
The theme of this year’s report is connectivity: How are the different generations using technology inside and outside the home and which devices do they use? Here are a few interesting general insights that we uncovered:
One of the reasons I enjoy working at Forrester is the unique opportunity to turn data into actionable insights that tech marketers can use to drive more revenue for their companies by increasing the efficiency and effectiveness of their marketing.
Based on this data and our work with clients, five simple but powerful guiding principles have emerged around targeting, marketing vehicles, content strategy, and messaging that all tech marketers can apply. Over the next five weeks, I’ll be sharing them with you via this blog, one per week on Tuesday mornings, starting today.
Guiding Principle Number One: Targeting
We all know that high-consideration technology purchases at medium and large enterprises involve multiple stakeholders. However, all too often, marketers and/or sales associate a disproportionate amount of influence to one or two particular influencers; for example, the CIO or line of business (LOB) professional. The reality is that no one influencer has more than 30% of the total power through the purchase process. You must ensure that you are allocating your marketing programs proportionally across all of the appropriate influencers and that you don’t get fixated on simply engaging one or two influencers, thinking that they control all of the necessary power.
So, the next time you are deciding whom to target, remember the 30% rule — it will serve you well.