The Data Digest: Global Mobile Behaviors

Reineke Reitsma

Recently, I've been editing some reports on how consumers are using their mobile phones and how that has changed in the past couple of years. We only have to think back to the Nokia 6510 or Motorola flip phones that we were using a few years ago to see how the introduction of smartphones has changed our world. In many countries, people spend more time texting and doing other data-related activities on their phone than using it for actual voice calls.

And in many countries, the impact of mobile uptake and its evolution has been even bigger and more different than in the US and Europe. In the West, mobiles are often an addition to a PC or game console; in many developing countries, a mobile phone is the only device that most consumers own. This is reflected in the activities for which they use their mobile. For example, Forrester's Technographics® studies — involving 333,000 respondents in 18 countries — shows that Indian, Chinese, and Mexican mobile phone owners use their phones more to listen to music and play games than their European and US counterparts. [Note: this graphic shows selected activities from a list of possible activities]

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We Proudly Present “The Facebook Factor”: Forrester’s Facebook Impact Model Quantifies The Impact Of A Facebook Fan

Gina Fleming

We listened to marketers of the world’s biggest brands when they asked, “What’s the impact of Facebook on my brand?” and we decided to take a look for ourselves. We proudly present our latest research, “The Facebook Factor.” In the report, we answer the pressing question, “How much more likely are Facebook fans to purchase, consider, and recommend brands, compared with non-fans?” We used logistic regression modeling to find out. The impact? We call it the “Facebook factor,” and I urge you to read the report to find out how you can leverage our methodology to assess the Facebook factor for your brand.

In the report, we use four major brands as case studies to assess the Facebook factor for Coca-Cola, Walmart, Best Buy, and BlackBerry(Research In Motion [RIM]). Guess what? Facebook fans are much more likely to purchase, consider, and recommend the brands that they engage with on Facebook than non-fans. As the graphic below shows, Facebook fans of Best Buy are about twice as likely to purchase from and recommend Best Buy as non-fans.

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The Data Digest: How Consumers Use Their Mobile For Healthcare Related Tasks

Reineke Reitsma

On April 2nd I'm attending the TEDx event in Maastricht, the Netherlands, which is dedicated to healthcare. Given my market insights background, this may sound a bit out of my league. But you're mistaken. Of course, the healthcare element is sometimes a bit alien to me, but healthcare is not just about curing disease — it's also about culture, technology, and consumer behavior. And those elements are very familiar to me as market researcher.

Last year the event got me very energized. It's great to see how technology can help people in very difficult situations. I listened to e-patient Dave, a cancer patient who talked about how he used patient support communities like epatients.net to better understand his illness; he has since become a noted activist for healthcare transformation through participatory medicine and personal health data rights. And Lucien Engelen advocated crowdsourcing to create a map of defibrillators (AED devices) globally. (Note: you can download the app here.)

We know that consumers are ready for healthcare-related activities on their mobile phones. Forrester’s Technographics® data shows that a third of smartphone owners use their phone for healthcare-related activities, ranging from tracking what they eat to medication text alerts.

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Understanding The People Of Walmart — And Getting The Most Out Of Your Surveys

Gina Fleming

Last week, I ran into an infographic on Ad Age about The People of Walmart. It compares the demographics of Walmart, Kmart, Kohl’s, and Target shoppers: for example, age, sex, income, and region of the customers. It shows that more women than men shop at Walmart, and that their audience is quite equally spread across age as well as income. Recently, Forrester conducted a survey where we gained insights on customers of retailers like Walmart. We found that while it’s great to examine the demographics of shoppers, it’s much more powerful (and actionable) to look at other insights about these retailers’ customer base, like marketing preferences, spend levels, and brand consideration.

Below you'll find some of the results from this Forrester study. You'll see that the average US online adult who shops at Walmart spent about $848 on average in the past year, but that only about half are likely to recommend the retail giant to a friend or family member. When these results are compared to other retailers, and by demographic, you create real insights.

I’d love to hear from you: How do you target your customers? Are there any behavioral and attitudinal variables that have been very helpful in defining your target segments?

Mobile Internet Use In The US Is Two Years Ahead Of Western Europe

Michael O'Grady

In two recently published forecasts — Forrester Research Mobile Adoption Forecast, 2011 To 2016 (Western Europe) and Forrester Research Mobile Adoption And Sales Forecast, 2012 To 2017 (US) — we looked at mobile Internet usage across the US and 17 countries in Western Europe.* Tracking the evolution of mobile Internet usage allows us to understand changes in consumer behavior and to better understand such things as the rise of mobile commerce. We found that in 2011, less than one-third of mobile phone owners in Western Europe connected to the mobile Internet at least monthly; this equates to 100 million individuals. In the US, monthly mobile Internet penetration reached 114 million people, approaching half of handset owners. Even the UK, which is one of the leading proponents of mobile Internet usage in Europe, lagged the US, with less than 40% of mobile phone users connecting to the mobile Internet at least monthly.

European economic woes have almost certainly had an impact, but factors like higher smartphone penetration, competitive data plans, higher post-pay subscriber penetration, and the faster rollout of 4G networks and handsets in the US than in Western Europe help explain this difference. In 2011, more than 17 million US mobile phone users already had 4G compatible handsets compared with only 1.6 million in Western Europe.

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The Data Digest: Introducing the Splinternet Engagement Index

Reineke Reitsma

My colleague Josh Bernoff recently published a report called 'The Splinternet Engagement Index." The idea behind this index is that it's getting harder and harder for companies to keep up with the pace of technology developments. Your customers now live in the splinternet — the fragmented world of web, social, video, and mobile touchpoints. Consumers want to reach you across all these touchpoints, but you can't afford to be everywhere.

The Splinternet Engagement Index is a single tool that measures customers' engagement with each of the four touchpoints and identifies how likely a group of customers is to demand connections across multiple touchpoints. First, the index measures consumer engagement with each touchpoint (based on a list of eight activities per touchpoint); it then scores the cross-touchpoint engagement.

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Latin Americans’ Love Affair With Social Extends To Mobile Phones

Roxana Strohmenger

In 2009, we started the Latin American Technographics® product to understand how emerging Latin American markets like Brazil and Mexico are adopting and using technology. During this time, we have seen some very cool findings with respect to social media and social tools. We found that:

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The Data Digest: Gaming Devices In Europe

Reineke Reitsma

Recently I bought myself a tablet, a Samsung Galaxy Tab 8.9 to be precise, and since I brought it home my three children regularly “borrow” it to play games. Games like Bunny Shooter, Shoot the Apple, and World of Goo are among their favorites. But when possible (and allowed), they prefer playing games on the PC. Second choice is the Nintendo Wii, at the moment they mainly play Skylanders and Just Dance. The only game device that hasn't been touched for a while now is the Nintendo DS.

Although uptake of tablets is growing in Europe, the installed base is still much lower than for PCs, Wii, PlayStation, or Xbox. Forrester's Technographics® data shows that about one-third of European online adults use a PC to play games or own an Xbox 360, a Sony PlayStation3, or a Nintendo Wii.

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Which Market Leads In Online Retail Sales: UK or US?

Reineke Reitsma

We recently ran a poll on Forrester's Facebook page: “Which market do you think has a higher percentage of sales coming from online channels — US or UK?"

While most respondents thought the US leads in online retail sales, the answer is actually the UK. Per Forrester's ForecastView latest estimates from the Forrester Research Online Retail Forecast, 2011 To 2016 (US) & (Western Europe), online retail sales in the US will top $200 billion, representing close to 7% of total retail sales of $3 trillion in 2011. Online retail sales in the UK will be £30.2 billion, representing 10% of total retail sales of £297 billion (per the Economist Intelligent Unit- EIU) in 2011.

The UK continues to have larger online channel share because:

  • The online buying population as a percentage of total population is higher in the UK.
  • UK online buyers’ average spend levels are slightly higher than those of US online buyers.
  • The UK population is more deal-sensitive and more prone to buying online.
  • Thanks to Tesco, online food (grocery) sales are a large contributor to online retail sales in the UK.

And? Did you guess right?

Mobile Internet Users Will Soon Surpass PC Internet Users Globally

Susan Huynh

By Susan Huynh, Forecast Analyst

Recently I published a forecast about mobile subscriptions and mobile subscribers (people) by region, worldwide. In 2012, more than half of the world’s population — around 4.3 billion people — will own at least one mobile handset. In emerging markets, where the penetration of landline phone connections has been low, the adoption of mobile phones has soared over the past five years. Mobile handsets are able to provide a cheaper and more convenient means of telecommunications access.  They are breaking down barriers to entry — and have been received with welcoming hands and ears.

In the recently published Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global), we break down the numbers and growth drivers for the adoption of mobile Internet across the globe. Many consumers who have not been able to go online will now get the opportunity to access the Internet due to declining mobile data costs. About a fifth of the world’s mobile subscribers are currently using their mobile handsets to go online. According to our research, the global penetration of mobile Internet users will exceed that of PC-based Internet users in 2016.

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