With mobile usage becoming increasingly widespread and companies testing the water with mobile strategies, market insights professionals need to uncover consumers’ mobile behavior today and tomorrow. But with the pace of mobile innovation moving so rapidly, how can you keep up with all of the things that people are doing with their mobile phones?
In the next three years, would you expect people to use their mobile phones as wallets? What about as electronic passports? What about for space exploration? While that seems like a long shot, a New York state resident did just that — attaching an iPhone to a weather balloon, videoing the journey, and using its GPS feature to map its voyage (see link for the footage).
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:
As the newest addition to the market insights team, I would like to introduce myself. My name is Gina Sverdlov, and I recently joined Forrester as a consumer insights analyst.
I am very excited to be here! My background is in economics, consulting, advertising, and using quantitative methods to provide actionable insights for my clients. In my role here at Forrester, I am going to focus on bringing our multiple data sources to life and turning numbers to actionable insights. I am enthusiastic about engaging with our clients to devise strategies that will be successful in today’s changing market dynamics.
For my first Forrester document, ”Connection: The Spark That Lights Up The European Digital Home,” I’ve been looking at device ownership in Europe and how recent trends compare with the IHS Global Insight Economic Outlook. What I found, for example, is that laptop penetration in Europe has increased from 20% in 2006 to 51% in 2010 amid hefty declines in European retail sales in 2008 and 2009 and personal disposable income in 2009 and 2010. As a follow-up, I’ve identified how the uptake of different emerging technologies like LCD, plasma, and 3D TV correlate with ownership of other devices and where there are opportunities for consumer electronics (CE) companies.