The Data Digest: Understanding The Changing Needs Of Online Consumers In Asia Pacific

Reineke Reitsma

Recently, my colleague Olesia Klevchuk published a report about the behaviors of consumers in India, China, Japan, South Korea, and Australia, called 'Understanding The Changing Needs Of Online Consumers In Asia Pacific'. Forrester has been tracking consumer online behavior in Asia Pacific for six years now. In 2011, we polled Asia Pacific consumers in two separate surveys to find out about their use of the Internet for media, entertainment, shopping, communications, and social computing.

This year's Asia Pacific data shows continuous growth in the amount of time consumers spend with online media, including widespread adoption of social activities, as well as growing importance of the mobile phone. For consumers in Asia Pacific, PCs at home and high-speed Internet connections are becoming the norm.

In metropolitan China and Japan, at least nine in 10 adults have access to a computer at home, and almost eight in 10 are already online. In metropolitan India, the numbers are much lower, with only 27% regularly going online. But India is a populous country, and there are currently around 100 million online users, which puts it in third place after China and the US.

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Global Social Technographics Update 2011: US And EU Mature, Emerging Markets Show Lots Of Activity

Gina Fleming

Last month George Colony, CEO of Forrester, talked about a “Social Thunderstorm” at the LeWeb conference in Paris. He argued that social is running out of hours and running out of people. What does that mean? Well, the second one is easy: The vast majority of consumers around the world who have access to a computer use social media. And the first one? George goes on to say that Americans are spending more time on social media than volunteering, praying, talking on the phone, emailing, or even exercising.

With so many people spending so much time on social media, it is crucial for companies to understand how their customers use social media. We just released our newest report, Social Media Adoption In 2011, which reveals the latest trends.

The report illustrates how consumers are using social media by applying our Social Technographics® global classification system. The graphic below illustrates this framework. We classify consumers into seven groups based on online activities, and consumers can fall into several different groups. Only Inactives are an exclusive group.

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Market insights 2012 Soundtrack

Reineke Reitsma

I love this time of year. As a real nostalgic I enjoy all these ‘best of 2011’ lists and ‘year in review’ overviews and it feels there are more every year. In the past two weeks we also have been bombarded with opinions about the developments in the market insights industry in 2011, as well as what people expect to happen in 2012 (and beyond). We’ve seen Twitter 2011 reviews, crowd sourcing activities, expert views, and so on. And I read them all. However, I do this with my favorite end of year activity playing in the background: The Top2000. This is an annual five day event that counts down the 2,000 best records ever produced - as voted by 3 million Dutch adults.

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The Data Digest: Who Adopts Tablets Next?

Reineke Reitsma

In the current time of digital disruption, market insights professionals need to know the market their organization plays in well enough to identify the “adjacent possible” but also to understand how receptive their customers are to new offerings. With that in mind, I’ve taken a fresh look at Forrester’s Technographics® segmentation. This segmentation is built on three main components: motivation, income, and technology optimism/pessimism using a proprietary algorithm and is created in 1997 when we first began collecting our Technographics® data to help companies understand and predict changes in the consumer technology landscape. In 1999, Forrester published a book, called 'Now or Never', that covered how companies should use the model. 

Recently I was wondering: does the segmentation still hold for current technologies like tablets and can it still help companies understand and predict technology behaviors? For this, I analyzed tablet uptake as well as buying intention of tablet from one of our European surveys by segment:

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The Globalization of eCommerce in 2012

Zia Daniell Wigder

As we look back on the year 2011, eCommerce organizations continued to expand their global reach. A growing number of US and European retailers started shipping internationally. Brands enabled eCommerce on their own websites in new markets and launched online stores on marketplaces in multiple countries. Other companies with an interest in global eCommerce used the year to gain insights into new markets, determining which ones to prioritize in the years ahead. Rumors swirled about Amazon preparing to enter India. Or Brazil.

For many companies, however, the globalization process is still just beginning. Aside from a handful of companies that operate eCommerce sites around the world, few companies have a truly global online footprint. The growing number of US- and European-based companies that ship internationally will see revenues increase from these markets, but will start to hit a language ceiling: Close to two-thirds of online consumers in both France and Germany, for example, agreed with the statement, “I only shop from websites in my native language.” In the UK, the percentage is close to three-quarters.

2012 will not be the year that eCommerce organizations blanket the globe with localized offerings – they will, however, continue stepping into international waters. Next year we expect to see :

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Who Is That Crazy Lady In Macy's? (A Mobile Augmented Reality Story)

Julie Ask

It's me. I was in Macy's last Saturday morning checking out the augmented reality (AR) app, "Believe Magic." I got a lot of stares. At one point, I had a small audience as I danced about and took photos with Macy holiday characters ("Yes, Virginia" characters) that only I could see on my phone. What I liked about this app is that Macy's and Metaio didn't push the technology too far - they created an experience well within the bounds of the technology. It worked without long delays or instructions.

There were TWO red mailboxes in the Macy's in downtown SF. When I asked for help ("Where's the red mailbox with the AR app?") from the nice Macy's executive in a black suit, her jaw dropped a bit with the realization she had no idea what I had just said or wanted. Another sales associate helped me out and took me over to a full-blown display that allows people to interact with the characters even if they don't have a phone. The app allows you to take pictures with the characters, share them with friends (usual FB and Twitter plus email), make cards, etc. It's fun. The small crowd of people pointing and staring . . . also fun. :)

This app is more about marketing, but it will give you a sense of the potential of AR for commerce purposes. We've just finished up research due out this week that speaks to the uses of AR in the purchase funnel or commerce track. AR will allow consumers to experience products pre-purchase. AR will simplify the discovery and consumption of content (e.g., pricing). AR will improve the owners' experience with "how to" guides.

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Twitter: Is Anybody Doing It "Right"?

Melissa Parrish

Twitter isn’t the largest social network, but its users are very active and tend to be influential. As a result, more and more marketers are looking for ways to leverage the service. The challenge of course is that Twitter is distinctively different than other digital channels, so marketers still struggle to find the “right” way to engage.

In our just-published report about Twitter, we found that:

·  Many successful uses of Twitter go beyond the marketing department. Alone, that’s probably not all that surprising. What’s particularly interesting though is that even when Twitter is used in non-marketing departments — like customer service, PR or even sales  — interactive marketers are participating in the development of the channel to ensure that disparate accounts are strategically aligned.

·  Twitter provides both an overwhelming amount of data and is dominated by a minority of influential users. This can be confusing to marketers because it often means that huge amounts of conversation are created by people who all seem to require a response. Handling that volume and depth of conversation can be particularly daunting. More daunting:  Marketers need to be even more interesting and more relevant than the average influential user if they want to cut through the cluttered streams and engage their consumers.

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Optimizing the Affiliate Channel for Deal-Driven Customers

Andy Hoar

With consumers increasingly looking for discounts online and flocking to horizontal coupon sites (e.g. ShopatHome and RetailMeNot), vertical coupon sites (e.g. TechBargains), and cashback sites (e.g. Ebates), eBusiness professionals face a new “coupon-driven” shopping normal. As a result, eBusiness professionals are increasingly considering, and reconsidering, the affiliate deal space as a channel for both acquiring and retaining online shoppers.

As stated in my new report, “Optimizing the Affiliate Channel for Deal-Driven Customers,” while some historical questions persist around measuring incrementality, sales crediting, and brand association, affiliate deal sites today now help eBusiness professionals address a growing number of “deal-insistent” customers by offering:     

  • Advanced targeting capabilities. Today’s affiliate deal sites have modernized to accommodate eBusiness professionals’ higher targeting, tracking, and geographic coverage standards. They now offer sort and search functionality, rich editorial content, exclusive deals, and reach into international markets.  
  • New means to optimize offers and commission payments.  Advanced technology now enables eBusiness professionals to more accurately align commissions with affiliate deal site performance.  Affiliate deal sites operating within a broader affiliate network can tie commissions to the quality of the sale and the quantity of margin available.  
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Product Strategists Should See NFC As Much More Than Contactless Payments

Thomas Husson

A year ago, Forrester stated that 2011 would — finally — be the year that Near Field Communications (NFC) began to matter. We predicted that dozens of millions of NFC devices would ship and that the market would start moving away from being niche, although it would still be years away from becoming mainstream. Now that 2011 is coming to an end and it is once again the time for predictions, let’s look back at NFC’s year before we publish our report on mobile trends in 2012 at the start of next year.

I recently got confirmation from trusted sources that 35 million to 40 million would be a good estimate for worldwide NFC mobile phone shipments. 2011 was a game-changing year in that handset makers eventually started to embed the technology in their product portfolio.

Despite the hype about Google Wallet, the reality is that few consumers can use it. It will take a few more years before we reach a critical mass of not just NFC device owners but also users of services enabled by NFC technology. Why? Few services are available now; the out-of-the-box experience is still poor; consumer education is missing; and there’s only limited availability of NFC readers in the retail environment.

Product strategists should stop focusing on NFC as just a contactless payment technology but should instead anticipate new uses for the technology that enable consumers to interact with the environment around them.

Most consumers using an NFC device in 2012 will more likely use it for device-pairing or data-sharing purposes than for payments. Why? Because it can work in a closed loop without the need for NFC infrastructure. Device manufacturers will offer NFC-based multimedia content sharing services, such as the recent Blackberry Tag.

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Lead-To-Revenue Management Automation Made In Europe

Peter O'Neill

Well, it finally got published by Forrester! Peter O'Neill here and my long-promised overview of lead-to-revenue management (L2RM) vendors "Made in Europe" got out last week. We were delayed because I had to wait for my US colleague to publish on some of our research ideas on L2RM automation in her introductory report, to which I refer in my report - and she had to negotiate her text around the wishful thinking of around 45 different vendors, all of whom have their own view of a L2RM architecture. That meant that my research done in the summer of this year may look a little out of date. But I fully expect to be able to update this report for Q2 2012 in response to many other European software vendors briefing me on their experience with tech marketing customers.

Anyway, without any further ado, here is the list of European vendors I did feature. The report goes into more detail, of course, on each vendor. I have also included a list of those North American L2RM automaton vendors who have offices in Europe.   

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