Top Tips To Deliver Quality Mobile Web And App Experiences To Smartphone Users

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Think about these phrasesDial a telephoneSounds like a broken recordWatch your P’s and Q’sCarriage returnCarbon copy (cc)Ring up a saleThis too will fall into the same category: Go online5 © 2011 Forrester Research, Inc. Reproduction Prohibited

The Net is rapidly becoming an omnipresent, invisible source for communication, content, commerce, and comfort — a different experience of online.6 © 2011 Forrester Research, Inc. Reproduction Prohibited

Three forces are at work1. The expanding range of devices connected to the Net2. Consumers’ growing reliance on the Net3. Networks’ increasing ability to deliver the Net7 © 2011 Forrester Research, Inc. Reproduction Prohibited

Most online adults have multiple connected devices Types of connected devices 9+ 8+ 7+ 6+Millions of 5+ 4.5 8.0 13.3 22.1 37.0 57.7 79.3 105.3US adults 4+ 3+ 2+ Base: 3,990 US online adults Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US) 14 © 2011 Forrester Research, Inc. Reproduction Prohibited

Connections beget more desire for connections Access wireless Internet on a PC outside of home or work "I like the idea of being connected to the Internet no matter where I am in town" (Those answering 4 or 5 on a scale of 1 "Strongly disagree to 5 "Strongly agree") 80% 60% 40% 20% 0% 1 2 3 4 5 6 7 8 9+ Number of types of connected devices the respondent owns Base: 3,990 US online adults Source: North American Technographics® Consumer Technology Online Benchmark Recontact Survey, Q2 2010 (US)15 © 2011 Forrester Research, Inc. Reproduction Prohibited

Here’s the situation An expanding range of devices that deliver the Net at home, in the car, and everywhere else. Consumers increasingly hungry for and expectant that the Net is available any time, anywhere, on any device. And wide-reaching, high-speed networks continuing to evolve and enrich the experience of the Net, irrespective of location.17 © 2011 Forrester Research, Inc. Reproduction Prohibited

Our phone taxonomy has three components Smartphones – Defined by the software platform: iOS, Android and other Linux variants, BlackBerryOS, Windows Phone, WebOS, PalmOS, and Symbian – Profile: male, high income, tech optimist, career motivated (early adopter) Quick messaging devices – Has a hard QWERTY keyboard and/or a touchscreen, but not a high-level OS – Profile: young, low income, tech optimist, heavy messaging user Feature phones – Everything left over – Profile: older, tech pessimist19 © 2011 Forrester Research, Inc. Reproduction Prohibited

At YE 2009, 1 in 3 US adults had a high-end phone The EU number was “What kind of mobile phone do you own?” nearly identical 17% 17% Quick Messaging Device (QMD) Smartphone 11% 9% 7% 5% YE 2007 YE 2008* YE 2009† Base: 41,249 US adult mobile subscribers Base: 37,327 US adult mobile subscribers * † Base: 30,453 US adult mobile subscribers Source: North American Technographics® Benchmark Surveys, 2008-201020 © 2011 Forrester Research, Inc. Reproduction Prohibited

Clearly this growth forecast implies some changes In particular, this can’t be an accurate profile of a 2014 smartphone owner: – male, high income, tech optimist, career motivated (early adopter) This growth has to come from a migration of more mainstream mobile subscribers, implying an emerging segmentation of smartphone owners We already see this segmentation emerging…22 © 2011 Forrester Research, Inc. Reproduction Prohibited

One-third of those upgrading from basic phones haven’t used any apps in the past three months Categories of applications used in the past 3 months25 © 2011 Forrester Research, Inc. Reproduction Prohibited

Apps versus the Web? It’s a false dichotomy With a range of different customers, different devices, different use models, and different needs across each, both are necessary.27 © 2011 Forrester Research, Inc. Reproduction Prohibited

One-third of subscribers access the mobile Net “How frequently do you access the mobile Internet?” 87% At least daily 10% At least weekly At least monthly 26% 36% 37% 6% 8% 52% 12% 13% 7% 19% 3% 15% 2% 2% Feature phone QMD Smartphone All mobile Base: 4,582 US online mobile phone owners Source: North American Technographics® Online Omnibus Survey, Q1 2011 (US)29 © 2011 Forrester Research, Inc. Reproduction Prohibited

Most app users also employ other methods “Thinking about the companies/brands you are able to interact with on your primary cell phone, which methods of interactions have you used?” 6% 6% 7% 9% Browser and SMS 13% Browser only App and browser None One or more 20% App only 72% 28% App and SMS All three SMS only 40% 69% of US and 78% of EU subscribers say they don’t use apps. Base: 3,866 US adults who own a mobile phone Source: North American Technographics® Benchmark Recontact Survey, Q3 2010 (US, Canada)30 © 2011 Forrester Research, Inc. Reproduction Prohibited

Apps and the browser are complementary “What type of content do you access on your cell phones browser?” “What type(s) of applications do you have on your cell phone?” Index of Web usage among app users vs non-app users Index of app usage among Web users vs non-Web users Index of app usage among Web users vs all Geo-location games/services Education Health/Fitness Finance Travel An index value of 100 Shopping means that the two Social networking groups are equally likely Mapping/navigation to engage in the activity. News Weather Games 0 200 400 600 800 1000 1200 1400 Base: 1,159 US online adults who own a mobile phone Source: North American Technographics® Benchmark Recontact Survey, Q3 2010 (US, Canada)31 © 2011 Forrester Research, Inc. Reproduction Prohibited

And more are on the horizon NFC facilitates connections between mobile devices and places/things in the real world, providing orientation beyond location Additional sensors will take in other aspects of meatspace, such as barometric pressure, air quality Personal health sensors too — blood alcohol level, blood sugar level37 © 2011 Forrester Research, Inc. Reproduction Prohibited

Summary Consumers are becoming ubiquitously connected. The market is changing as smartphones go mainstream. Apps and the Web are both critical to delivering mobile experiences to this mainstream audience.39 © 2011 Forrester Research, Inc. Reproduction Prohibited

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Top Tips To Deliver Quality Mobile Web And App Experiences To Smartphone Users

by Compuware APM on May 26, 2011

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Top Tips To Deliver Quality Mobile Web And App Experiences To Smartphone Users — Presentation Transcript