The Data Digest: The Multifaceted Journey To Purchasing Health Insurance

Anjali Lai

If you’ve been following our blog, you’ll know that the Data Insights team here at Forrester has been tracking the evolution of US healthcare reform over the past three years and its implications in terms of consumer behavior, attitudes, and expectations. Our study began in July 2012, when we advised health insurance companies how to prepare for the flood of new customers entering the market. Two years later, my colleague Gina Fleming extended this analysis into Forrester’s Healthcare Segmentation, which provides a refined understanding of key customer profiles. Now, with our 2015 Consumer Technographics® Healthcare Survey just back from field, we can complement our understanding of the US consumer health insurance market with another layer of insight: the member’s journey to purchasing health insurance:

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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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The Data Digest: Behaviors Beyond The Gifts

Anjali Lai

The holiday season is one month behind us, and while the celebratory spirit has faded, the effects live on through the gifts we’ve exchanged. If you think the shiny new object you presented to your loved one had its greatest impact when she unwrapped its box, think again. Apart from the occasional toy tossed to the back of a closet, gifts may have a stronger influence on our long-term behavior and lifestyle than we might think —particularly when it comes to consumer electronics.

For example, according to Forrester’s Consumer Technographics® data, consumers who have received a tablet computer as a gift end up using traditional devices like laptops, desktops, and digital cameras less often. Qualitative insight from our ConsumerVoices Market Research Online Community reveals that sentiments of surprise and delight characterize the experience of these tablet recipients; regardless of their initial technology attitudes, most community members find the devices exceed their expectations and inadvertently change their lifestyle:  

According to the National Retail Federation, consumer electronics stores saw more than $23.4 million in holiday sales in 2013 and even more by the close of 2014. However, the more interesting story is unfolding now, as consumers who have leapfrogged the purchase experience begin experimenting with —and embracing —their new devices.

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Why Is Alibaba Investing In Indian Online Payment Platform Paytm?

Alibaba has an ambitious goal: becoming the first company to exceed $1 trillion in gross merchandise value in the next five years. To accomplish this, Alibaba is looking to expand in emerging markets, as developed markets like North America and Europe are mature and have high barriers to entry. Emerging markets with rapidly growing smartphone penetration, relatively poor offline retail experiences, challenging logistics environments, and limited online payment infrastructures are ideal targets for Alibaba’s expansion.

India ticks all four of those boxes, making it an attractive opportunity (as are Southeast Asian countries including Singapore, Thailand, Indonesia, and Malaysia). Alibaba’s decision to invest in Indian online payments platform Paytm is its starting point to enter the Indian market:

  • The mobile marketplace is a huge opportunity. Forrester expects mCommerce in India to top $19 billion by 2019— an attractive opportunity for players like Paytm, which currently counts more than 25 million users. Forrester expects that the number of online buyers in India will rise from 36 million in 2014 to 125 million by 2019.
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Announcing Our Annual Benchmark On The State Of US Consumers And Technology In 2014

Gina Fleming

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.

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Push Notifications Change The Way Consumers Engage With Apps

Nicole Dvorak

Every time I download a new app to my smartphone, it bombards me with requests for personal details like my contacts, my location, my email, and my photos – followed by a request, “Name of App would like to send you push notifications.” After it’s asked for all those details, I almost always choose “Don’t Allow.”

And I’m not alone. Forrester’s Q2 2014 US 3D Panel Online Survey shows that US smartphone owners are also selective when it comes to the apps they choose to allow push notifications; about six in 10 only accept push notifications from a select number of apps, while 17% don’t accept them from any app at all. Why are consumers so discriminating? Because more often than not, people find these unsolicited app notifications are irrelevant, too frequent, and, most of all, annoying. If I were to allow push notifications from every app I use each month, there wouldn’t be a quiet hour in my day. How can companies create a better experience and use push notifications to deliver added value to their consumers?

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The Data Digest: WhatsApp And Facebook Messenger Wish Us A Happy New Year

Reineke Reitsma

As I’m writing this blog post on December 30, I don’t yet know how many messages will be sent on New Year’s Eve this year. But looking at the data from recent years, we can expect a huge number of good wishes to be shared digitally during the final minutes of 2014 and the early hours of 2015: WhatsApp processed 18 billion messages on New Year’s Eve 2012 and 54 billion on December 31, 2013!

However, it’s not just the number of messages I’m interested in this year: I’m also keen to see the influence on these numbers of Facebook Messenger’s rollout earlier this year and its subsequent uptake. Our European Consumer Technographics®Consumer Technology And Telecom Survey, 2014 clearly shows that Facebook Messenger and WhatsApp dominate the messaging landscape in Europe, with Skype in third place.

Facebook Messenger and WhatsApp show similar levels of uptake at the European level, but we see surprising variations at the country level. For example, WhatsApp clearly dominates the messaging landscape in Spain, Germany, and the Netherlands, while Facebook Messenger leads in the UK, France, and Sweden.

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Ranking Social Apps on the App Engagement Index

Nicole Dvorak

According to App Annie, messenger service Snapchat is among the top 10 most downloaded apps in the US right now. Competitor WhatsApp lags behind in number of downloads, bouncing between the top 20 and top 30. But just because users are downloading an app does not mean that they are using it. In fact, Forrester’s US Consumer Technographics® Behavioral Study shows that each user’s top five most used apps represent 84% of the total time spent using apps*. Just a handful of apps command a large majority of users’ attention.  So number of downloads only tell part of the story.

When it comes to actual user engagement, how does Snapchat compare to WhatsApp? 

The two are, in fact, neck and neck when evaluated using Forrester’s App Engagement Index, a framework that measures engagement success for apps across four user metrics: popularity, commitment, frequency, and time spend. Interestingly, their overall scores are comparable, but their performance on each of the metrics is different: While Snapchat attracts a larger audience, WhatsApp users actually spend more time using the app.

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A Year In Review And Lessons Learned

Anjali Lai

Around this time of year, one can’t help but become reflective. I know I’m not alone when I say that, on the one hand, this year somehow shot past faster than the last one, but on the other hand, it was jam-packed with new discoveries, fresh ideas, and memorable experiences. In particular, this has been a milestone year for the data insights innovation team here at Forrester, as we officially launched our Technographics 360 research approach, which synthesizes mobile behavioral, social listening, online qualitative, and survey data. As I think back on my experiences with the Technographics 360 initiative inside Forrester, paired with my industry learnings outside Forrester, a few key lessons come to mind that I will take into the new year:

1.       Synthesis is “in.” In fact, I learned so much about this topic, I wrote a full blog post dedicated to it! In essence, we now live in a world where the truest insight is a product of synthesis – building knowledge up – rather than of analysis – breaking ideas down. I recently attended SSI’s seminar featuring Simon Chadwick, who proposed that data synthesis is “the next big thing” in insight skills. I agree: With so many diverse data sources at our fingertips that offer unique perspectives on consumers’ lives, researchers need to put the puzzle pieces together to construct a comprehensive understanding of consumer behavior.

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The Data Digest: Consumer Sentiment In The 2014 Holiday Season

Kristopher Arcand

Thanksgiving weekend has traditionally been highly lucrative for retailers, but this year saw another drop in spending specifically on Black Friday. In the meantime, online shopping continues to soar, and the weeks leading up to Thanksgiving weekend provided consumers with deep-discount sales. In short, the weekend itself is becoming less valuable to the average consumer. But how does consumer sentiment match up with this shift in behavior? How do perceptions of the 2014 holiday season differ from those of years past and consumers’ initial expectations?

As part of our recent research efforts, we leveraged Forrester’s Technographics® 360 multimethodology research approach to gain a better understanding of consumers’ shopping habits (using our ConsumerVoices Market Research Online Community) and to track online conversation and sentiment relative to Black Friday and Cyber Monday leading up to the holidays and afterwards (using NetBase aggregated social listening data). 

 

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