I am delighted to announce that for the first time, our annual US and European consumers and technology benchmark reports have a Chinese counterpart: The State Of Consumers And Technology: Benchmark 2012, China. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers change their technology adoption, usage, and behavior over time. The report, based on one of our Asia Pacific Technographics® surveys, covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile.
For this report, we divided the metropolitan Chinese online consumers into three distinct groups based on their technology optimism and economic power:
Early adopters are high-income individuals who are also technology optimists — people who see technology as a positive force in their lives.
Mainstream users are either high-income technology pessimists or low-income technology optimists.
The Forrester Research Mobile Commerce Forecast, 2012 To 2017 (US) indicates that nearly 40% of US mobile phone owners will become mobile phone shoppers by 2017. While this statistic sounds impressive, it means that the majority of consumers will be reluctant to purchase products on their mobile phones. Why aren’t all customers attracted to the unprecedented convenience of anywhere, anytime mobile shopping?
Forrester’s Consumer Technographics® data shows that while consumers use the mobile channel to research competitive product pricing while they’re in a store, they often prefer to purchase their desired product off the shelf, even if the physical item in front of them is not the cheapest option. Consumers are driven by convenience, sometimes at the expense of price:
“How can you reinvent your brand to appeal to younger consumers?” This is the million-dollar question, and the contestant sitting in the hot seat is you. But don’t panic; why not use a lifeline? Ask the audience! That was the approach car manufacturer Buick recently took when designing the 2013 Encore luxury model.
Striving to portray a more fun, contemporary side of the established auto brand and win loyalty among younger consumers, Buick promoted its "Pinterest to Dashboard" contest by calling on participants to create Pinterest boards that spoke to personal styles and passions. The Buick design team selected a winning collection to become the inspiration for the interior and exterior designs of the automobile. While this new look is not yet available on the market, Buick managed to connect with younger consumers in an exciting and relevant way. Through Pinterest, the company engaged 10 extremely influential bloggers (the winner of the competition has nearly 4 million Pinterest followers), dozens of lifestyle editors from media and publication companies, and millions of Pinterest users whose online responses indicated the winning pinboard.
Forrester’s Consumer Technographics® data suggests that Buick certainly chose the right platform to reach its desired market. Launched only three years ago, Pinterest is currently the third-largest social media platform in the US behind Facebook and Twitter. Of those 5.5 million US online adults who use Pinterest to research products for purchase, 65% are younger than 35 and 33% have an average household income of more than $100,000.
I am delighted to announce that for the first time, our annual US consumers and technology benchmark report now has a European counterpart: "The State Of Consumers And Technology: Benchmark 2012, Europe." This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers change their technology behaviors over time. The report, based on one of our European Technographics® surveys, covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile. For Europe, we analyze our findings for five countries: France, Germany, Italy, Spain, and the UK.
Consumers use a multitude of touchpoints when discovering, exploring, buying, and engaging with brands, but some sources are more effective than others. In the explore phase, consumers use a variety of information sources and touchpoints to research the products and services they’ve discovered. But which ones are most effective in driving consumers to the buy phase and have a stronger influence on the price that consumers ultimately pay for their purchase? To help companies answer these questions, we developed the Touchpoint-Impact Framework, which identifies the channels or interaction points that have the biggest impact on consumers’ spend as a percentage above the average price for a given category — the so-called price premium.
The graphic below illustrates the Touchpoint-Impact Framework and how it places the channels that consumers use to explore brands, products, or services into four quadrants:
Strong premium impact and low market penetration.
Strong premium impact and high market penetration.
I had several research questions in mind. Which are the top 20 social networking sites in the US? How many unique monthly visitors do they attract? How much time do visitors spend on these websites? How many visitors access these websites via mobile? Which of these websites are most important for marketers? What is the share of social media spending within total online advertising spending? How much can it grow? What will drive growth? This last question was of particular interest to me. We believe that mobile will be a key driver for social media spending growth. Here’s why:
More users are accessing social networking sites through mobile. As per our forecast, we expect the number of US social media users accessing social networking sites via mobile to exceed 200 million by 2018. Nearly one-fourth of them will be mobile-only social media users; the rest will access social networking sites via both PC and mobile.
The share of time spent on mobile social networking apps continues to increase. Social media apps are among the top apps that smartphone users use. The amount of time they spend on these apps continues to increase.
I recently completed James L. McQuivey's Digital Disruption, which is well worth the read if you have not yet gotten your hands on a copy. The book analyzes factors that allow for the emergence of digital disruptors — individuals who are pushing the envelope of product efficiency by harnessing available digital capabilities. In the book, James mentions that most digital disruptors are under age 35 because these individuals were “the first to grow up in a consumer economy where free things were not simply promotional tools . . . [they] internalized the idea of free from the consumer side, which led to the kinds of rapid digital adoption curves that run through the body of digital disruption like arterial supply lines.”
This is an intriguing point because it hints at young consumers’ evolving expectations of free tools and content. For the upcoming generation, the capacity for digital productivity and entertainment free of charge is less of a privilege and more of a norm. Today, consumers can get what they want quickly and cheaply; therefore, they expect that their needs will be met faster and more frequently than ever before.
This idea is particularly relevant when it comes to mobile interaction. The overwhelming majority of consumers say they only access mobile application content for free. Analysis of Forrester’s Consumer Technographics® data reflects this sentiment: While some consumers state they may pay a one-time download fee for gaming or music apps, most would exclusively choose free media:
If you read my blog regularly, it should come as no surprise that I am an ardent fan of using mobile devices — whether mobile phones or tablets — for market research purposes. I have discussed how consumers are already forcing our hand into the world of mobile and that market insights professionals are not conducting mobile market research but instead are conducting market research in a mobile world.
Given this, I was both delighted and dismayed when attending this year’s ARF Re:think 2013 conference. Why was I delighted? There was a marked increase in the number of talks that focused on the role mobile plays — whether as a research technique or how it plays a significant role in consumers’ lives. Of just the talks I attended, which were a lot, almost 60% of them discussed the role of mobile. And a lot of these “mobile” talks were in the main track session. Talking with colleagues who attended last year, it’s clear that mobile has definitely moved front of mind compared with ARF Re:think 2012.
But I was dismayed that it was still just talk, talk, talk. At the conference, I was surrounded by tablets and smartphones, and people were using them all the time. And while we’re living this mobile life, we’re listening to speeches telling us how we need to start thinking about the role of mobile. Dare I say that we need to do a bit more than just thinking at this point in the game? We clearly have to get our act together soon.
This week, Google announced that it will shut down Google Reader on July 1, 2013. In its announcement, Google states that it’s doing this because the usage of Google Reader has declined and it wants to concentrate on fewer products. There was a lot of buzz online about this decision, and some fanatical Google Reader fans put together a petition to keep the RSS reader alive. They garnered more than 50,000 signatures in just a few hours.
This whole debate sparked my interest, and I analyzed Forrester’s Technographics® data to get a better understanding of the usage of RSS feeds over time. I found that Google is right about the decline. Our data shows that it was always only a dedicated group who used RSS feeds at least weekly — about 7% of US online adults in 2008; this had declined to just over 4% last year, with about one in 10 US online adults using RSS feeds about monthly.
Historically, consumers in Asia Pacific have done far more activities on their mobile phones than in other regions. With the increasing availability of affordable smartphones in the region, mobile phones are now the No. 1 device for consuming media for many consumers in Asia Pacific. Similarly, activities like playing games (such as word games and puzzle games), listening to music (both streaming and non-streaming), and using social media are increasingly done via mobile phones, and activity levels are now approaching those of PCs.
In recent months, Forrester’s Data Insights team has been analyzing our Technographics® data for the Asia Pacific version of our annual global series, “Understanding The Changing Needs Of Online Consumers.” For the past seven years, Forrester has been tracking consumers’ online and offline behavior in Asia Pacific. In 2012, we surveyed 16,616 Asia Pacific consumers across two surveys to find out about their use of the Internet for media, entertainment, shopping, communication, and social computing.