Nicole Dvorak

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The Data Digest: Facebook Dominates The Social Landscape

Nicole Dvorak May 19, 2016
Today, the average US smartphone owner spends over 2 hours per day using apps and websites on their device — more time than they spend watching TV. Despite this, most of the time that consumers spend using these mobile devices is to communicate with others. Downloaded social networking and communication apps — messaging, email, and […]
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Data Digest: Social Apps Buzz During Super Bowl 50 Game Day

Nicole Dvorak March 10, 2016
By: Nicole Dvorak and Kristopher Arcand On February 7, 2016 112 million viewers tuned in to watch the Denver Broncos beat the Carolina Panthers, the 3rd largest in TV history according to Nielsen data. To help companies understands consumers’ mobile behaviors on the big day Forrester used its Technographics 360 approach, which combines multiple data sources*. Our behavioral […]
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Data Digest: Just A Handful Of Apps Account For Nearly All App Time On Smartphones

Nicole Dvorak January 28, 2016
Today, consumers spend most of their time on smartphones using apps – and just five apps account for 88% of the time they spend using downloaded apps. For the average US smartphone owner, those apps are Facebook, YouTube, Instagram, Gmail, and FB Messenger. And although smartphone owners use about 24 unique apps in a given […]
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Examine Mobile Pathways To Understand The Context Of Your Customers’ Mobile Moments

Nicole Dvorak November 4, 2015
An alarm sounds. My phone is telling me to get up. I move through my morning routine; I check my email app, then my weather app. Finally, I get out of bed. As I walk to work, I browse the mobile Web for nearby bakeries. I need to order some cupcakes for my friend’s birthday […]
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The Data Digest: Window Shopping: Now A Popular Activity On Tablets

Nicole Dvorak October 14, 2015
If you’ve noticed fewer window shoppers on the streets lately, it may be because they’re at home window shopping from their couches; that is, they’re discovering and exploring products without necessarily intending to purchase. For our 2015 US Mobile Landscape report*, Forrester analyzed mobile audience data from our behavioral tracking panel to understand how consumers use […]
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Older Consumers Embrace Technology During Their Purchase Journey, Too!

Nicole Dvorak June 17, 2015
Millennials: We can’t seem to get enough information about them. Recent reports that focus exclusively on how Millennials use new technologies have misled eBusiness execs into believing that they must focus primarily on Millennial dollars.[i] But as my colleague Sucharita Mulpuru discusses in her latest report, the kids are overrated. History has shown us that technology […]
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The Data Digest: Tracking Consumers’ Smartphone Activities During The 2015 Super Bowl Event

Nicole Dvorak April 30, 2015
The 2015 Super Bowl had 114 million viewers – making it the most watched television event in US history according to Nielson data. Forrester used its Technographics 360 approach, which combines multiple data sources, to understand how consumers used their smartphones on the big day. Forrester tracked the smartphone behavior of 879 US online smartphone […]
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The Data Digest: Navigating The Fragmented Path To Purchase

Nicole Dvorak April 16, 2015
The relentless winter in Boston has finally come to an end! Encouraged by the lukewarm temperatures and sight of grass (which we haven’t seen here in months), I set my sights on a new pair of running shoes. Now, where to begin? I can get suggestions from my coworkers, peruse user reviews on my phone […]
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High Score! Candy Crush Saga Cracks The Top 10 On Our App Engagement Index

Nicole Dvorak March 10, 2015
Gaming apps entertain users for an impressive amount of time — on average users spend 1.5x longer using gaming apps than the average app. In addition to time engagement, popular gaming apps have a fiercely loyal user base. Take Candy Crush Saga, the most popular gaming app on smartphones. It attracts almost twice the share […]
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Push Notifications Change The Way Consumers Engage With Apps

Nicole Dvorak January 13, 2015
Every time I download a new app to my smartphone, it bombards me with requests for personal details like my contacts, my location, my email, and my photos – followed by a request, “Name of App would like to send you push notifications.” After it’s asked for all those details, I almost always choose “Don’t […]
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Ranking Social Apps on the App Engagement Index

Nicole Dvorak December 24, 2014
According to App Annie, messenger service Snapchat is among the top 10 most downloaded apps in the US right now. Competitor WhatsApp lags behind in number of downloads, bouncing between the top 20 and top 30. But just because users are downloading an app does not mean that they are using it. In fact, Forrester’s […]
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What Causes Consumers To Keep Using Your App? Three Key App Features Stand Out

Nicole Dvorak December 10, 2014
What is the secret recipe for creating an app that users open day after day? We used our Technographics® 360 methodology, which combines data sourced from the same group of individuals via behavioral tracking, online surveys, and our market research online community to answer this frequently asked question. What did we do? First, we asked […]
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Applying User Metrics To Score And Rank Mobile Apps: Forrester’s App Engagement Index

Nicole Dvorak November 10, 2014
Do you measure the success of your app? And if so, how do you define success? App success depends on both the type of app and the purpose of an app; in general, we can't measure success just by counting the number of downloads or looking at the time spent with the app. But for […]
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Three Interesting Findings From Our UK Mobile Behavioral Tracking Study

Nicole Dvorak September 2, 2014
Behavior tracking data is the new black. It is a type of big data that can help you better understand your target consumers — everything from the amount of time they spend on each social media outlet to their most popular time of day to visit shopping websites. Compared with other data sources, it allows […]
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Game Time — What Can We Learn From Gaming Apps?

Nicole Dvorak August 19, 2014
Want to track how many calories you burned on your lunch run? There’s an app for that. Want to turn your face into an Emoji? There’s an app for that. Want to kill time by making patterns out of different colors of candy? There’s an app for that, and it’s quite popular, in fact. Candy […]
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Smartphones Boast Breadth While Tablets Engage — An Introduction To Forrester’s Mobile Behavioral Data

Nicole Dvorak July 24, 2014
I recently “overheard” a member of our market research online community (MROC) say, “I treat my smartphone like my child and carry it everywhere I go.” It’s official: Smartphones have replaced children. Not really, but the statement speaks to the way that consumers have changed their thinking and behavior because of mobile devices. The rapid adoption […]
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