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This report looks at the state of the European mobile market and at how consumers are using mobile services. We have created different profiles looking at how consumers are using their mobile phones in the different countries.
Over the past two years, the introduction of the iPhone has changed the way consumers and brands perceive mobile phones. It acted as a marketing catalyst, raising awareness of smarter devices and conveying the idea that there are as many mobile services as there are consumers. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly as entertaining and productive devices that can help them in their daily lives. More than 40% of European consumers are beginning to demonstrate sophisticated usage of mobile services.
We expect this to grow over time led by the two most sophisticated group of users (SuperConnecteds and Entertainers). They will change the general perception of mobile phones:
Yesterday afternoon at our London-based Marketing Forum for EMEA, I was able to witness the first live performance by Lisa Bradner (@lisabradner), unveiling the story behind her latest report, "Adaptive Brand Marketing" which highlights how the brand management function of yore needs to change in the face of the growing complexities brought on by new communications channels to, and from, the consumer. These challenges are both digital and global challenges, as are the solutions.
Here are some highlights from Lisa's presentation:
Our events are well underway in London: We spent Monday with Forrester Leadership Board’s eBusiness Council, then on Tuesday the official Marketing Forum EMEA kicked off. You can follow some of the conversation live on our other blogs - I’ve also
summarized a few of the keynotes below.
We’re in the process of pondering a very important question
in the industry today: what is the future of agencies? Agencies have played
such a crucial role in helping companies market their products and services for
more than a century. Names like McCann Erickson, Young & Rubicam, J. Walter
Thompson, Ogilvy & Mather, and Saatchi & Saatchi (among others) are practically
household names. There’s even a massively popular and critically acclaimed
television show capturing life in the golden age of legendary agencies on
At the end of October I hosted a Consumer Market Research Track Session at the Forrester Consumer Forum in Chicago, and one of the speakers was Gian Fulgoni, CEO from Comscore.
For years, a debate has raged in the online space about the merits of panel-centric versus site-centric measurement, and with companies now trying to get a grip on the behavior of consumers across multiple channels, measurement complexity will only increase. Gian showed a slide that nicely summarizes the debate between site measurement (Web analytics) and audience measurement (panel based):
Seventy-seven percent of online consumers have Internet, TV, and phone services. Data from our North American Technographics Mobile And Telecom Online Survey, Q3 2009 shows that of this group, about a third receive all three services within a bundle. Consumers who have a triple-play contract have a higher household income and are more likely to have children.
About a year ago, I took over the management of what has become Forrester's Customer Intelligence (CI) team. In doing so, I've had the pleasure of working with Senior Analyst John Lovett, who joined the team after our acquisition of Jupiter Research last year. Regretfully, I must tell you that John has decided that it's time for a change of pace.