The Data Digest: Mobile Phone -- Compass, Guide, And Connector

Anjali Lai

I’ve spent the past few weeks traveling around Europe, and during my trip, I became keenly aware of how much I rely on my phone to connect me with the physical world – especially when navigating unfamiliar streets. But as I strolled through major cities and charming countryside towns, I passed groups of locals and tourists – some with physical maps, others following directions dictated by their personal devices. I began to wonder: Do consumers around the world rely on digital navigation differently?

According to Forrester Data’s Consumer Technographics® data, mobile geo-location behaviors do, in fact, vary by country. For example, more than six in 10 metropolitan Argentinian travelers frequently use their mobile phones to look up directions and maps, compared with only a third of German travelers:  

But like many globetrotters, while I count on my mobile phone’s navigation abilities, I also enjoy using travel to “unplug.” I make sure I don’t map out every piece of my itinerary but allow for spontaneous discoveries. Mobile apps like Here We Go and TripIt have developed loyal users because they provide specific, contextual real-time data to solve quick pain points without distracting from the adventure overall.

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The Data Digest: The Information Power Play

Anjali Lai

Recent incidents remind us that knowledge is power. Earlier this week, US President Trump shared classified information with foreign delegates — and by doing so, he potentially declassified it. When The Washington Post exposed the headline first, the article became the most viewed digital news story in the publication’s history. This comes only a few days after a sweep of global cyberattacks locked major corporations and governments out of their data and threatened to release stolen content (like a soon-to-be-released Disney film) in increments. These stories remind us that those who own and control information wield power — but also that the boundary between public and private information is becoming easier to transgress.  

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The Data Digest: The Values-Based Consumer

Anjali Lai

If Thursday morning’s controversial tweet from McDonald’s is any indication, brands are no longer safe. I’m not just talking about the threat of a data breach or hack — I’m talking about the threat of consumers who force brands to expose their ethics and beliefs or remain at the mercy of consumer perception and interpretation in a polarized environment. As we’ve seen with other examples of ubiquitous and once universally loved brands like Kellogg’s and L.L. Bean, consumers increasingly judge companies on the basis of their values — and while customers are skeptical of firms that stay silent, they open their wallets for those that champion appealing causes.

Forrester’s Consumer Technographics® data reveals that this is hardly a passing cloud; customers are becoming more aware of — and sensitive to — social issues overall. For instance, more consumers regularly follow politics, read about science, and identify as being environmentally conscious today than in 2014: 

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The Data Digest: Cinema's Lesson To Marketers

Anjali Lai

I love watching the annual Academy Awards — not only for the fashion show and blunders exposed on live TV but also to learn about how content resonates with audiences today and how cinema is evolving. In a world where people frequently face information overload and crave smaller bites (and bytes) of content, I’ve often wondered, what is the fate of the full-length film?

Forrester’s Consumer Technographics® data reveals a curious story: Rather than reaching any type of saturation point, US consumers’ media appetite is growing rapidly: 93% of online adults frequently watch video today, more than 10 percentage points higher than two years ago. And their often-criticized waning attention span is not deterring consumers from sitting through full-length films; in fact, movie viewership is on the rise. However, our data shows that the viewing experience is changing: Movie watching is getting more personal as consumers increasingly turn to their home devices instead of going to the movie theater. 

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The Data Digest: Forrester's Consumer Privacy Segmentation

Gina Fleming

Earlier this year, researchers at York University conducted an experiment to see how many people respond to privacy policies when signing up to a fictitious social networking service. During the experiment most participants just accepted the terms - unknowing they just agreed to give up their first-born child. When asking people directly, Forrester’s Consumer Technographics data reveals that just under a third of US online adults agree they usually read a company's privacy policy before completing an online transaction or downloading an app.

Forrester’s Consumer Privacy Segmentation defines four groups of consumers based on their attention to privacy policies and practices, as well as behaviors around safeguarding data, willingness to share personal information, level of trust in a firm's data practices, and overall tech-savviness. In the Age of the Customer, this framework helps firms understand their customers’ privacy behaviors and attitudes to ensure that they’re not jeopardizing customer trust. 

 

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The Data Digest: The Year Of Empathy

Anjali Lai

Happy 2017! Settling in to the New Year often renews hope and excitement for the future, and rekindles anticipation for the brands, products, and experiences on the horizon. This year, it’s hard to think about imminent innovations without considering a modern imperative that is rapidly moving to the forefront of conversation: customer empathy.

We are barely three weeks into 2017 and already the cry for customer empathy – and brands’ responses to it – are popping up frequently. At the Consumer Electronics Show, the “insanely cute” Kuri personal robot stole consumers’ hearts, and took the notion of “tech love” to a whole other level. The progression of Artificial Intelligence is sparking public debate about the role of compassion in human connection. And people find themselves seeking meaning, purpose, and understanding over happiness.

The need for empathy affects how customers evaluate brands too: Consumers increasingly prefer companies that resonate with shoppers’ personal values. Forrester’s Consumer Technographics® social listening data shows that consumer buzz about company values is on the rise:

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The Data Digest: It's The Most Emotional Time Of The Year

Anjali Lai

The holidays have a way of bringing people together in more ways than one – and every holiday season I’m reminded of just how universal the power of human emotion is. Regardless of lifestyle, background, and world view, people everywhere are truly emotional beings, moved by fundamental feelings of joy and sadness, hope and fear, love and loss. And anyone who has observed frantic shoppers careening through store aisles or the unbearable anticipation of children on Christmas morning can see that, at this time of year, emotions are at their peak.

Advertisers know holiday shopper emotions better than anyone; they have perfected the art of tugging at heart strings or prompting tears to spur a purchase. But as consumers wear their hearts on their sleeve, retailers broadly must be in tune with – and responsive to – customer sentiments. For example, when passionate shoppers turn to social channels, retailers mustn’t dismiss their cheering or venting. In fact, Forrester’s Customer Experience Index (CX Index™) data shows that consumers often experience their most positive brand interactions on social media – and remember them more favorably than engagements on websites, over email, through phone conversations, and even in person:

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The Data Digest: For Men And Women's Clothing Purchases, Timing Is Everything

Anjali Lai

Here in Boston, we are at a precious moment in the year: The early onset of cool, dark evenings sets the stage for the imminent holiday season — but doesn’t eclipse the warmth of the autumn sun quite yet. As the seasons change, we have a few rare days of mild weather that I can’t pass up, so, like my fellow city-dwellers, I make a little extra time to walk and window-shop.

Except — I hardly ever return with empty hands. Especially when I spot a sale at my favorite clothing retailer, it doesn’t take long before my intended walk turns into a shopping spree. Fortunately, our data shows that I’m not the only one who falls for the spontaneous clothing purchase. Forrester’s Consumer Technographics® data reveals that women in particular buy apparel on impulse:

In fact, our data shows that 43% of women don’t research clothing at all prior to making a purchase, compared with only 36% of men. And those women who do research apparel predominantly count the in-store browsing experience as their product research, while men often use both online and offline tools.

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The Data Digest: What Millennials Need From Your Loyalty Program

Anjali Lai

If you follow my blog regularly, you already know that I love to travel. And while I’ve had my fair share of travel hiccups (missed flight connections, last-minute assignments to the dreaded middle seat, lost luggage – you name it), I’ve always glossed over these snafus and accepted the fact that traveling inevitably comes with a few small challenges.

Until this year, when I hit executive traveler status on a major airline thanks to the loyalty points I amassed during my trips. Suddenly, my tolerable travel experiences became overwhelmingly enjoyable ones, and I quickly came to love (a word I don’t use loosely!) flying with this airline because of the VIP treatment. My reaction isn’t unique. In fact, it’s characteristic of my generation: Forrester’s Consumer Technographics® data shows that Millennials highly value loyalty programs that reward customers with enhanced customer service and special status, as Millennials cherish this sense of validation and exclusivity.

Specifically, our data shows that the loyalty program reward tactics that work for middle-aged and older consumers are not enough to satisfy Millennials. While customers of every generation want discounts, Millennials also expect loyalty programs to offer a premium customer experience. And what’s more, younger consumers want the flexibility of applying loyalty points to a variety of benefits – from travel upgrades to digital media content to charitable donations – while their older counterparts are happy using their points to get cash back.

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The Data Digest: Metropolitan Chinese And Metropolitan Indian Customers Lead The Demand For Business Transformation

Anjali Lai

Consumers in Asia Pacific are in the midst of a digital transformation. Within the past decade, online penetration in China grew from 8% to 54%, while mobile internet access grew more than sevenfold. Today, the rate of customer evolution is gaining speed, as consumers are increasingly willing to experiment with new products, rely on devices, demand seamless digital experiences, consume large volumes of information, and are committed to seeking out the best experiences for themselves.

Forrester’s Empowered Customer Segmentation measures these key shifts in customer behaviors and attitudes and anticipates how consumers both respond to digital innovation and demand it. An analysis of our Consumer Technographics® data for Asia Pacific shows that the most rapidly evolving customers dominate in metropolitan China and metropolitan India:

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