A marketer s guide to the mobile mind shift

FOR B2C MARKETING PROFESSIONALS

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook
by Thomas Husson and Jennifer Wise
December 8, 2015

Why Read This Report

Key Takeaways

Your customers are on smart mobile devices.
The questions are: how many, what do they
expect, and what are they doing? The average
US smartphone owner spends almost two hours
per day interacting with their phone, and in
many geographies, more than half of desirable
customers are already on smartphones. To
engage these customers, marketers have
launched mobile apps and optimized their
websites for mobile browsing, but this will not
be sufficient. They must think beyond mobile
as a standalone channel and, instead, seize the
opportunity that mobile opens up to transform the
customer experience. To analyze your customers
and their behavior, use our Mobile Mind Shift
Index, a tool that describes customers’ intensity,
expectations, and behaviors when it comes to
mobile interactions.

Marketers Are Unprepared As Mobile

Dominates Customer Interactions
Three out of four US mobile subscribers have
smartphones, but many marketers are just getting
started in building sites and apps for them -- and
many face organizational hurdles.

This is an update of a previously published report;
Forrester reviews and revises it periodically for
continued relevance and accuracy.

FORRESTER.COM

The Mobile Mind Shift Index Reveals How To
Target Mobile Customers
Forrester analyzes customer groups through
the Mobile Mind Shift Index, a tool that scores
any group of customers on its mobile intensity,
expectations, and behaviors.
Engage Mobile Customers Throughout The
Customer Life Cycle
Use mobile advertising, including search, to reach
customers in the discover phase; mobile sites for
the explore phase; and apps for the buy, use, ask,
and engage phases.


FOR B2C MARKETING PROFESSIONALS

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

by Thomas Husson and Jennifer Wise
with Luca S. Paderni, Kasia Madej, and Laura Glazer
December 8, 2015

Table Of Contents
2 Mobile Devices Are Central To Marketing
And Customer Experience
Mobile Is Spreading At Warp Speed
Marketers Find Engaging Customers On
Mobile Enticing But Challenging
4 Use The Mobile Mind Shift Index To Analyze
Your Mobile Customers
Younger Consumers Are Further Along On
The Mobile Mind Shift
Using The MMSI To Inform And Define A
Mobile Marketing Strategy

Notes & Resources
We used data from Forrester’s North American
Consumer Technographics® Online Benchmark
Survey (Part 1), 2015; Forrester’s US Consumer
Technographics Behavioral Study, January 2015
To October 2015; and Q2 2015 Global Mobile
Maturity Executive Survey in writing this report.

Related Research Documents
Craft A Maturity-Based Mobile Strategy
The Global Mobile Revolution Is Just Beginning
Marketing Strategy For The Mobile Mind Shift

Recommendations

9 Align Your Mobile Marketing With The
Customer Life Cycle
11 Supplemental Material

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FOR B2C MARKETING PROFESSIONALS

December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

Mobile Devices Are Central To Marketing And Customer Experience
In the past two years, mobile has taken off. Mobile traffic has already surpassed desktop traffic in
countries like India, Nigeria, and South Africa and 13% of marketing leaders we surveyed reported that
50% of their total web traffic comes from mobile.1 Their customers pull out their devices at any spare
moment and expect any answer they seek to be instantly available on their phones. The explosion
in interactions through smartphones and tablets has created a permanent change in the attitudes of
customers, a transformation we call the mobile mind shift:2
The expectation that I can get what I want in my immediate context and moments of need.
How should marketers approach customers on these devices? We’ll explain by viewing the mobile

marketing landscape through three lenses: 1) How fast is mobile sweeping through the population?,
2) How fast are marketers adopting it?, and 3) How can we segment and evaluate any specific
customer group?
Mobile Is Spreading At Warp Speed
Mobile is fast becoming the primary channel in which customers interact and engage. Based on all the
metrics that marketers and Forrester use, it is rapidly dominating the digital landscape and becoming
part of every marketing interaction. Some benchmarks are:
› Smartphone penetration is skyrocketing. By the end of 2015, 70% of the US population will
have a smartphone (see Figure 1). That’s up from 48% just three years ago. Smartphones have
swept across the globe; 84% of South Koreans, 79% of Australians, and 74% of UK residents will
have them this year. As a result, marketers can reach nearly any customer group in any developed
country through their phones. The phenomenon is accelerating all over the globe with 55% of
Russians, 53% of Brazilians, 44% of Chinese people owning a smartphone at the end of 2015.3
› Smartphone owners use their devices continuously and promiscuously. Multiple studies now
show that consumers unlock their phones to interact with them more than 100 times per day.4 Data
that Forrester collects from customers’ mobile phones shows that the average smartphone owner
accesses 25 different apps in the course of a month and spends 1 hour and 19 minutes per day
interacting with apps on their smartphone.5 All this access generates a Pavlovian response — the
consumer learns that whatever the question is, the answer is on the phone.
› Smartphone owners are looking for answers, not just having fun. Thirty-six percent of US
online smartphone users research physical goods on their devices at least once a week and about
30% are using shopping apps monthly.6 Among US online adults, 36% are active mobile banking
users, up from 13% in 2011.7 Whatever industry you’re in, it’s a good bet your customers are
making decisions based on what their mobile phones tell them.

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December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

FIGURE 1 Smartphone Penetration Is Surging In Many Countries

Smartphone subscribers as a percentage of total population by country
85%

South Korea

81%
79%
77%
75%
71%

74%
69%

70%

64%

64%

62%
59%

Australia
UK
US
Germany

57%

50%

2013

2014

2015 (f)

(f) = forecast
Note: All numbers are rounded.
Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global)

Marketers Find Engaging Customers On Mobile Enticing But Challenging
In decades of research at Forrester, we’ve never seen attitudes like those that mobile generates —
marketers are intensely eager to master this new form of interaction but have great difficulty in figuring
out how to do so. Our recent survey of digital marketers reveals that:
› Marketers view mobile as yet another standalone channel. Marketers often have a narrowminded vision of what mobile can represent: They see it primarily as a channel and forget the
bigger picture. While most marketers agree mobile represents a strategic shift in its ability to close
the gap between offline and online worlds, only 17% agree they have used mobile to transform
their overall customer experience offline.8

› Marketers see mobile traffic exploding and are scrambling to engage with it. Most marketers
are not ready to cope with the growing mobile traffic; for example, only 30% regularly use mobile
search engine optimization.9 Forty-seven percent of marketers we interviewed also openly told
us that mobile services are a scaled-down version of their online initiatives.10 Instead of delivering
contextual experiences answering customers’ needs in their mobile moments, too many marketers
focus on adapting content to the size of the screen.
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December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

› And are still in love with branded mobile apps, despite lack of success. Instead, they remain
enamored with apps: 83% say their company has an app, and 13% report that their company has
more than 10 apps. However, the challenge is few consumers use branded apps: On average, only
five apps that consumers download from the app store make up a sizable 84% of time spent on
non-preloaded apps.11
› They even struggle with mobile advertising, the simplest form of mobile engagement. The
easiest way to get in front of mobile consumers is to advertise on apps or sites like Facebook
or YouTube. Even so, the marketers we surveyed were mostly newbies; 37% are spending less
than $50,000 a year on mobile advertising.12 Here’s a typical comment from a marketer struggling
to get started: “We’ve started to test mobile display placements and creative, but the targeting,
measurement, and our mobile sites aren’t quite where they need to be in order to move full

steam ahead.”
› They suffer from organizational confusion and lack of mobile resources. Moving behind
advertising to make great mobile sites and apps is essential for engaging customers, but
organizational confusion and lack of experience hobbles mobile marketers’ strategies.13 Most
marketers agree they lack budget and resources: only 10% consider themselves to be mobilesavvy organizations.14

Use The Mobile Mind Shift Index To Analyze Your Mobile Customers
This technology shift combines a great deal of marketer uncertainty with customer-driven urgency.
Marketers in this situation cannot determine appropriate strategies without a precise tool to measure
the mobile activity not just of the population, but of their customer group as well. That’s the purpose
of the Mobile Mind Shift Index (MMSI), Forrester’s instrument for analyzing customers and their mobile
readiness.15 Our latest version of the Mobile Mind Shift Index measures how far any individual’s
attitudes and behaviors have shifted along three dimensions, each of which marketers can use to
determine how best to engage customers (see Figure 2):
› The Mobile Intensity Score determines if it is appropriate to connect with customers. This
score, on a zero-to-100 scale, indicates how intensely people use interactive mobile devices. The
Mobile Intensity Score is based on how frequently people interact with smartphones and tablets
and the diversity of locations in which they interact, both within and outside the home.16 The online
US average Mobile Intensity Score is 28, but mobile intensity varies greatly globally; it’s 42 in
metro Brazil, 38 in metro China, and only 19 in the UK (see Figure 3).17 When scoring a group of
consumers, a score above 35 indicates a high level of readiness for mobile interactions.
› The Mobile Expectation Score determines the urgency to create mobile applications. This
score, also on a zero-to-100 scale, indicates what people expect from companies on their mobile
devices. We measure expectation based on a series of questions about what type of mobile

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FOR B2C MARKETING PROFESSIONALS

December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

presence consumers anticipate from companies. On this scale, the online US average is 41, metro
China is 64, South Korea is 46, and Germany is 27.18 A score of 50 or higher indicates a group
that’s eagerly expecting mobile sites or applications.
› Three Mobile Behavior Scores determine which type of features people are ready for. We
calculate three behavioral scores, each on its own zero-to-100 scale. The Communicate Score
indicates participation in mobile communications behaviors like reading email and texting; the
average US online adult has a Communicate Score of 38. The Consume Score measures behaviors
like reading news or watching video, with an average score of 26. The Transact Score tracks
behaviors like online buying or service, with an average score of 14. When evaluating mobile
communication or content features, look for a score of at least 30 among your target group; for
transactions, a score of at least 25 indicates readiness.

FIGURE 2 The Mobile Mind Shift Index Of Online US Consumers

Mobile intensity

28

0

10

20

UNSHIFTED

Mobile expectation

30

40

50

60

TRANSITIONAL

80

90

100

SHIFTED

Mobile behavior

38
41

70

COMMUNICATE
CONSUME

26
TRANSACT

14
Base: 61,222 US online adults (18+)
Source: Forrester’s Global Consumer Technographicsđ Online Benchmark Survey, 2015

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December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

FIGURE 3 The Mobile Intensity Score Changes With Geography

Mobile intensity

Metro Brazil
Metro China

US
Germany
UK

42
38
28
24
19

0

10
UNSHIFTED

20

30

40

50

60

70

TRANSITIONAL

80

90

100

SHIFTED

Base: 2,000 to 61,222 online adults (18+)
Note: “Metro” refers to surveys that reach only inhabitants of major cities.
Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2015

Younger Consumers Are Further Along On The Mobile Mind Shift
Let’s see how you can use these scores in practice to prepare for targeting a specific group with mobile
ads, sites, or apps. Consider a company like a health insurer that has two potential target groups:
young US online consumers aged 18 to 24 and older US online consumers aged 65 and up. As you
might imagine, these two groups have completely different mobile profiles (see Figure 4):
› The 18-to-24-year-olds are avid mobile consumers. Their Mobile Intensity Score of 52, higher
than all other online adult age groups, indicates heavy and varied use of mobile devices. Their
Mobile Expectation Score of 56 is also very high, indicating that any marketer whose brand is not
present or engaged will disappoint these young consumers. Finally, their Communicate Score
and Consume Score indicate they’re ready to consume and act on mobile information, but their
Transact Score shows they’re less experienced with mobile transactions, as you might expect with
younger consumers who have less disposable income. A health insurer targeting this group should
create a full-featured application that provides content, but it may find this group of customers
understandably reluctant to sign up for insurance on a phone.
› By contrast, those 65 and over are just beginning to adopt mobile interactivity. With a Mobile
Intensity Score of only 8 and low Mobile Expectation and Mobile Behavior Scores as well, this
group is not really ready for sophisticated mobile interactions. An insurer that invests in mobile
apps for this group is well ahead of its market.

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FOR B2C MARKETING PROFESSIONALS

December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

FIGURE 4 The Mobile Mind Shift Index Of US Online Adults In Two Age Groups

Mobile intensity

US online
average*

Age range
18 to 24
65 and over

47
8
0

10
UNSHIFTED

Mobile expectation
18 to 24

54

20

30

40

50

60

TRANSITIONAL

70

80

90

100

SHIFTED

Mobile behavior
18 to 24

53

COMMUNICATE
CONSUME

39
22
65 and over

TRANSACT

65 and over
COMMUNICATE

14

16

7
2

CONSUME
TRANSACT

Base: 7,592 to 8,816 US online adults in the specified age range
*Base: 61,222 US online adults (18+)
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015

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FOR B2C MARKETING PROFESSIONALS

December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

Using The MMSI To Inform And Define A Mobile Marketing Strategy
Let’s examine the situation of a company that makes baby products — is its target market of young
parents open to and expecting mobile engagement? We’ll analyze their readiness by computing the
MMSI of US online parents of children 4 years old or younger (see Figure 5):
› Mobile is appropriate for this group of parents. With a mean Mobile Intensity Score of 39, this
group is well above average. If you’re marketing to them, mobile is worth pursuing. Fisher-Price,
for example, produces multiple apps to amuse babies and remind parents to associate their brand
with baby toys and education. The company even makes a colorful plastic case that holds an
iPhone and, presumably, keeps it safe from the rough treatment a baby might subject it to.
› They expect mobile utility. Parents of young children have a Mobile Expectation Score of
59. This score demands a response. At the very least, any marketer targeting this group must
configure a mobile site to provide easy access to mobile content. Apps like Johnson & Johnson’s
Bedtime application, which helps parents with babies’ sleep problems, would be readily accepted
by this group.
› They’re ready to communicate and consume but less ready to transact. With a Communicate
Score of 54 and a Consume Score of 40, these parents are ready for interactive features and
content. Oceanhouse Media, for example, makes a $14.99 app with interactive Dr. Seuss books
that has received 75% four- and five-star ratings in the Apple App Store.19 An online retailer that

sells baby products might have less success; these parents have a Transact Score of 25, which
means this group is not that avid for mobile transactions.

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A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

FIGURE 5 The Mobile Mind Shift Of US Online Parents Of Children 4 Years Old Or Younger

Mobile intensity
US online
average*

39
0

10

20

UNSHIFTED

Mobile expectation

59

30

40

50

60

70

TRANSITIONAL

80

90

100

SHIFTED

Mobile behavior

54

COMMUNICATE

CONSUME

40
TRANSACT

25
Base: 6,853 US online adults (18+) who are parents with a child under the age of 4 living with them
*Base: 61,222 US online adults (18+)
Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015

Recommendations

Align Your Mobile Marketing With The Customer Life Cycle
Once B2C marketers have used the Mobile Mind Shift Index to assess what their market is ready for,
they can see where mobile fits into their marketing efforts. Even though there is no one-size-fits-all
solution and some tactics may fit at different stages, we recommend using the customer life cycle as a
lens to focus marketing efforts where they’re most effective.20 As you align your mobile efforts with the
life-cycle stages, recognize that mobile customers change their behavior quickly and that you’ll need to
keep up with their increasing appetites for ever-easier mobile interactions.
› Discover stage: Use mobile advertising wisely and in context. Recognize that most customers
will not start with your app or site but by searching for information. Mobile search and advertising
on media sites and apps can enhance the discovery process. Norwegian Cruise Line (NCL), for
example, targets search ads according to day part to boost its contextual relevance. If you’re

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FOR B2C MARKETING PROFESSIONALS

December 8, 2015

A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

looking for broad exposure, be aware that the Facebook app reaches 65% of US smartphone
owners — by far the highest reach of any non-native mobile app, with the average user accessing
every other day for 15 minutes on average.21
› Explore stage: Connect customers with essential information quickly. Customers explore
websites but expect their phones to accelerate those explorations quickly. Your ads and mobile
sites must engage them directly. For example, Samsung’s Facebook ads provide customized
device comparisons. InterContinental Hotels Group’s mobile site makes it as easy as possible to
find and research room availability.
› Buy stage: Influence purchases on and off the phone. Mobile direct transactions are growing
quickly, generating $115 billion via smartphones and tablets in the US alone at the end of 2015,
representing almost 35% of US eCommerce.22 However, mobile plays an even bigger role in the
cross-channel shopping with nearly one-third of desktop sales now involving mobile prior to
purchase.23 Even so, marketers can use mobile to influence sales, as retailers like Best Buy do
when they use 2D bar codes on shelves to provide information and reviews about products. Apps
can also help drive repeat purchases: Sephora’s app accomplishes this by reminding loyalty-card
shoppers of their recent purchases. Walgreens’ app creates repeat buys by making refilling a
prescription as easy as scanning the bar code on the pill bottle.
› Use stage: Use apps to deepen relationships. Once the customer has made a purchase, use
apps and messaging to engage that customer further. Nike’s collection of digital running apps
ensures that customers keep it in mind between sneaker purchases. Krispy Kreme’s app includes
push notifications to remind you when hot doughnuts are available nearby — even if you’re not
right next to a store, these reminders make sure you can’t stop thinking about fresh doughnuts.
› Ask stage: Reduce support costs as you strengthen relationships. Customer support is a

cost center, and sales pitches in the middle of call-center interactions can be awkward. But when
support is on the phone app, sales can seem far more natural. An American Airlines customer who
checks the app to see if she got a free upgrade — and finds she didn’t — is a prime prospect for
an offer to buy that same upgrade, especially if that purchase takes only a couple of taps. But
these sorts of interactions happen only because the same app provides lots of utility the customer
finds essential, like mobile check-in and gate notifications.
› Engage stage: Tap your happy customers for social promotion. A happy customer is a vector
to spread awareness to the next generation of customers — his friends. That’s why mobile media
sites like bostonglobe.com make it extremely easy to share articles on Facebook, Twitter, or by
email. Guinness’ Pub Finder app taps into the customer’s desire to share with friends the best
place to quaff a cold, dark pint.

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A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

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Supplemental Material
Survey Methodology
Forrester’s Q2 2015 Global Mobile Maturity Executive Survey received 215 complete or partial
responses from professionals from our ongoing Marketing and Strategy Research Panel. The panel
consists of volunteers who join on the basis of interest and familiarity with specific marketing and
strategy topics. For quality assurance, panelists are required to provide contact information and answer
basic questions about their firms’ revenue and budgets. Forrester fielded the survey in Q3 2015.
Respondent incentives included a summary of the survey results. Exact sample sizes are provided
in this report on a question-by-question basis. Panels are not guaranteed to be representative of the
population. Unless otherwise noted, statistical data is intended to be used for descriptive and not

inferential purposes.
For the Forrester North American Consumer Technographics Online Benchmark Survey (Part 1),
2015, Forrester conducted an online survey fielded in March 2015 of 61,222 US individuals and 6,642
Canadian individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N =
61,222 in the US and N = 6,642 in Canada), there is 95% confidence that the results have a statistical
precision of plus or minus 0.4% of what they would be if the entire population of US online adults
(defined as those online weekly or more often) had been surveyed and plus or minus 1.2% of what they
would be if the entire population of Canadian online adults had been surveyed. Forrester weighted the

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A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

data by age, gender, income, broadband adoption, and region to demographically represent the adult
US and Canadian online populations. The survey sample size, when weighted, was 61,222 in the US
and 6,638 in Canada.
The behavioral data in this report comes from Forrester’s US Consumer Technographics Behavioral
Study, our ongoing smartphone and tablet behavioral tracking panels in the US. Data is taken
from 2,775 US online smartphone owners (18+) from January 2015 to June 2015. Forrester uses
ResearchNow’s passive meter tracking technology on an ongoing basis to capture and record all
smartphone behaviors and, for a subset of the panel, tablet behaviors. The behavioral tracking

panel in the US is weighted to be representative of online smartphone owners. Each of the panelists
downloaded an application that runs a passive metering technology to measure what people do in their
daily lives on their smartphones and tablets. Panelists are monetarily incentivized on a monthly basis
for their participation.
We track behavior on iOS and Android supported devices for apps that communicate with web servers,
with the exception of preinstalled (native) email and messaging apps. We collect URL website data
from native web browsers that come preinstalled on a user’s smartphone/tablet at the truncated URL
level. For non-native (downloaded) web browser apps, we do not collect URL behavior.
We apply data cleaning rules to eliminate outliers including: individual session cleaning, extremely
heavy user sessions, minimum usage sessions, and extreme user daily aggregated single app usage
and total app usage. We remove certain native applications that are part of the back-end process.
We calculate all behavioral metrics at the month level and average equally across months for the date
range specified. All data displayed has a sample size of more than 30 participants. We do not deem
any data with a sample size of fewer than 30 as statistically representative of a general population.

Endnotes
1

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

2

This definition and much of the material in this report comes from Forrester’s most recent book. Source: Ted Schadler,
Josh Bernoff, and Julie Ask, The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment, Groundswell
Press, 2014.

3

Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global).

4

Source: Sanna Chu, “How Often Do You Check Your Phone? Locket App Data Shows Users Unlock Smartphone 110
Times Per Day,” iDigitalTimes, October 8, 2013 ( />
5

Source: Forrester’s US Consumer Technographics Behavioral Study, January 2015 To July 2015.

6

Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (Part 1), 2015.

7

For more information on the future of mobile banking, see the “The State Of Mobile Banking, 2015” Forrester report.

8

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

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A Marketer’s Guide To The Mobile Mind Shift
Landscape: The Mobile Marketing Playbook

9

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

10

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

11

For more information on the disparity between consumer usage and marketer expectations, see the “Your Customers
Will Not Download Your App” Forrester report.

12

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

13

For more information on growing and support marketing mobile initiatives, see the “Organize For Mobile Marketing
Success” Forrester report.

14

Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey.

15

Our first version of the Mobile Mind Shift Index was based on the concept of the always addressable customer and
did not include expectation and behavioral components. See the “The Mobile Mind Shift Index” Forrester report.

16

Because people use smartphones so much more frequently than tablets, we weight the frequency and locations data
for smartphones significantly more than the same information for tablets when calculating the Mobile Intensity Score.

17

For a peek into the global data around the mobile mind shift, see the “The New Mobile Mind Shift Index: Global”
Forrester report.

18

Source: Forrester’s Global Consumer Technographics Online Benchmark Survey, 2015.

19

Source: “Dr. Seuss Bookshelf,” Apple App Store ( />id543665995?mt=8).

20

For more on the customer life cycle, see the “The Customer Life Cycle: A Blueprint For Customer-Obsessed
Enterprises” Forrester report.

21

Source: Forrester’s US Consumer Technographics Behavioral Study, January 2015 To June 2015.

22

For more information on future trends involving mobile commerce, see the “US Mobile Phone And Tablet Commerce
Forecast, 2015 To 2020” Forrester report.

23

Source: “State of Mobile Commerce Report,” Criteo, 2015 ( />
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