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Posts Tagged ‘Forrester Research’

Consumer Brands’ Mobile Products Get Smarter

Heineken Share the Sofa“Mobile is the closest you can get to consumers. Our positioning is based on mobile’s personalization, pervasiveness and proximity to users.”

So said Greg Stuart, CEO of MMA (or the Mobile Marketing Association). He spoke at ANA/Association of National AdvertisersMobile First, Mobile Everywhere Conference on Tuesday in New York.

“Now consumers expect that they can fulfill more needs via mobile. During ‘mobile moments’ throughout the day and night, their wishes are met through mobile devices”, said Josh Bernoff, Forrester Research Inc’s SVP of idea development and author of The Mobile Mindshift. Consumer brand presenters from Starwood Hotels & Resorts, Heineken USA and Timex detailed their companies’ smart mobile initiatives that address customer’s desires 24/7.

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Tech Round Up: No One Checks In; Zuckerberg Exposed

-I must live in a super-techie area or know a lot of hypercheckers, because according to Forrester Research, only 2 percent of adults use apps like Foursquare to check-in at restaurants, stores, or places they roam. This is a fraction of the just 30 percent of mobile phone users who have even heard of the apps. So why do I get an alert every time a fellow mom goes to Target? I’m changing my settings.

-Speaking of oversharing, on to the king of oversharing, Facebook CEO Mark Zuckerberg. This story says his own precious site’s flaws allowed access to the young billionaire’s own private photos. Whoops! This could have been more fun if his private photos were interesting.

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Study: More People Using QR Codes

Skanz makes customized QR codes.

A new Forrester Research study finds that more people are using QR codes now than they were last year. According to the research, five percent of adults use two-dimensional codes, including QR codes, versus one percent last year. When you only take smartphone users into account, 15 percent of respondents are using the codes, up from five percent last year. Android owners are the biggest users.

This information comes right after companies began rolling out their QR programs for the holiday shopping season.

As with any other marketing program, having a sound strategy before you get QR crazy is the best route.

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Boomers and Millennials Have Similar Tech Practices

While the boomer generation may not be the first group to run out and buy the latest technology, they’re nearly as likely as younger generations to own computers, access the Web on a daily basis, and own gadgets like mobile phones.

So says this Ad Age article, which presents evidence debunking the myth that boomers aren’t interested in technology. It says a Forrester Research annual benchmark study shows that over a three-month period, 46- to 64-year-olds spend an average of $650 on online shopping versus $581 for Gen X and $429 for Gen Y. And the story references a Pew Internet stat: 50- to 64-year-olds had an 88 percent increase in social media usage from April 2009 to May 2010 .

“The misconception that boomers do not appreciate tech crosses all generations. I’ve heard it from fellow baby boomers who say, ‘Wow, you’re so into technology,’ and on down to 20-year-olds who are also surprised,” said Marilynn Mobley, a tech-savvy 63-year-old who’s also a strategic counselor for Edelman‘s Boomer Insights Generation Group.

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Ninety-Nine Percent of People Don’t Want You to Know Where They Are

location.jpg A study by Forrester Research found that only one percent of Americans regularly use Foursquare or other location-based services. Only four percent have tried one of these services. Most of the users are men between the ages of 19 and 35. However, with the introduction of Facebook Places, experts predict that these services could catch on more widely.

“Clearly location is not yet mainstream – it’s still a younger-demographic phenomenon – but if anyone can change it, Facebook will,” Sam Altman, chief executive of Loopt told the New York Times.