mobile web

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Building The Web? If It's Not Progressive, It's Not Right!

Michael Facemire October 9, 2018

Web apps or native apps? For a long time, that was the choice we had for building mobile experiences. And we all know the tradeoff: Native apps are really expensive but give the best experience. Web apps can be mobile-optimized, but the experience is terrible. While this was once directionally true, today it’s not true […]

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Forrester’s Mobile Mind Shift Index Monitors An Evolving Preference For Mobile

Nicholas Chao May 15, 2018

Marketers and product strategists have used Forrester’s Mobile Mind Shift Index (MMSI) for years to understand their audiences and inform their mobile strategy. We introduced the MMSI in 2013 to help companies assess whether an audience is ready to engage with them on mobile. Today, the most important question is no longer whether your customers […]

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2018 Retail Best Practices Extended: Mobile Web

Michelle Beeson April 30, 2018

Consumers can choose between a variety of touchpoints, but when it comes to mobile, only loyal customers will download your app — everyone else will be left with the mobile browser. Mobile is becoming a dominant digital touchpoint for retail, influencing online sales and purchase decisions in-store. Retailers will broaden their reach and increase the likelihood […]

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Why The Home Depot Wins At Mobile Web

James L. McQuivey March 5, 2018

Take a not-so-random walk with me and my colleagues Brendan Miller and Jennifer Wise as we go deep into the case study of The Home Depot. The company ranked at the top of our recent The Forrester Retail Wave™: US Mobile Web, Q4 2017 evaluation. Beyond reporting the scores, we also went in search of […]

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Are Websites Dead?

Julie Ask February 18, 2018

No. But they will increasingly fall short of consumers’ expectations for curated content, especially among brands that they know. And channels seldom if ever disappear; we still get mail from MetLife each month advertising insurance. We’ve been talking about the diminished role of the browser-based experience for years now. We talk about this in our […]

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Best Practices From Forrester's Retail Wave: European Mobile Web

Michelle Beeson February 5, 2018

At the end of last year my colleague Alex Causey and I conducted the first European Retail Wave, evaluating the functionality and usability of 10 retailer’s mobile websites. These retailers spanned the UK, France and Germany, including both pure players and brick and mortar retailers. Unlike their US peers only one retailer, Argos, made it […]

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The New W3C Payments Request API Standard Means Better Web Checkout Experiences

Brendan Miller November 15, 2017

All major browser makers are implementing a new World Wide Web Consortium (W3C) Payment Request API standard, which means faster, more secure web checkouts are right around the corner as early as mid-2018. When implemented, the Payment Request API standard is particularly important for mobile web, where retailers see average conversion rates at one-third of […]

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Predictions 2018: Mobile Evolves Into The Digital Experience Conductor

Julie Ask November 8, 2017

Last year Forrester predicted that mobile would become the face of digital, with consumer app fatigue forcing digital business professionals to pursue a portfolio of mobile experiences. Since the beginning of 2017, 29% of firms Forrester surveyed have experimented with skills on Amazon Alexa and other voice-enabled assistants and 51% have started using, piloted or […]

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Forrester Releases First Of Its Kind Industry Wave Focused On Retailers’ Mobile Websites

Brendan Miller October 27, 2017

Home Depot and Wayfair take leading spots You already know Forrester for its iconic Wave graphic that ranks technology vendors on their strategy and capabilities to serve industry clients. Starting today Forrester is introducing new kind of research document called a Forrester Industry Wave that evaluates digital experiences of firms that serve end customers. The […]

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Fix Your Mobile Foundations To Make The Most Of Bots, Agents, VR and Other Emerging Tech

Thomas Husson April 2, 2017

Emerging consumer technologies such as bots, intelligent agents, extended reality, connected objects, and IoT will not replace mobile — instead, mobile will be the key to unlocking these new touchpoints. Facing limited budgets, marketers feel pressure to prioritize much-hyped new consumer-facing technologies over their foundational mobile work. Jumping directly to the latest shiny objects of […]

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Your Mobile Website Makes Me Sad

Martin Gill January 26, 2017

One of the best parts about being a Research Director here at Forrester, rather than an Analyst, is I get to be involved in a wider range of research topics than before.    I’ve always been interested in mobile, but I’ve never really covered it as a subject. We have an embarrassment of way more […]

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Google Pitches In To Declutter The Mobile Web

Danielle Jessee August 30, 2016

On their constant quest to enable users to quickly find the best answers to their questions, Google announced last week that starting in January 2017,  they will bury mobile websites where the content is blocked by intrusive interstitials. In other words, mobile websites that have pop-up ads won’t rank as high in Google’s search results. […]

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How Should I Build My Mobile Apps?

John Wargo April 14, 2016

A regular inquiry request we get from clients is “Which approach should we use to build our mobile apps?” There are a lot of arguments made for either side of the web vs. native approaches and some compelling arguments as well for using cross-platform tools to deliver apps. Because it’s such a common discussion, we […]

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The State Of Mobile Marketer Tactics: 2016

Thomas Husson March 22, 2016

I quite like this provocative sausage dog picture because it forces marketers to think differently about responsive web design (RWD). More often than not, marketers scale content down to fit a smaller screen; because they then claim that they use RWD and have some mobile apps, they think they have checked the mobile box. In […]

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How mobile will transform business in 2016

Thomas Husson November 10, 2015

With my peers Julie A. Ask, Jeffrey S. Hammond, Michael Facemire, Tyler Shields, Christian Kane, Jennifer Wise, and many other analysts, we put together our thoughts in a new 2016 Mobile predictions report on what to expect in the mobile space next year across industries and roles. We believe 2016 will be the most consequential […]

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Mobile Laggards Beware - Google Is Exposing Your Shortcomings

Peter Sheldon November 21, 2014

This week Google started promoting mobile optimized websites in their search results: Frankly I'm amazed it's taken Google this long to implement, however for mobile users it's a welcome addition to the search experience that alleviates the pain of clicking on a link only to find a desktop site at the other end. Now the […]

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Announcing The Forrester Wave™: Mobile Commerce Solution Providers, Q4 2013

Peter Sheldon December 30, 2013

I am pleased to announce that the inaugural Forrester Wave evaluation of mobile commerce solution providers is now live! Mobile commerce is hot – In fact for Pizza Hut, it’s so hot that approximately 50% of all digital orders come from mobile and tablet devices. Beyond impulse purchases like pizza and cinema tickets, mobile commerce is now […]

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Managing Application Performance In The Cloud Is A DevOps Team Effort

Dave Bartoletti April 24, 2013

As businesses get serious about the cloud, developers are bringing more business-critical transaction data to cloud-resident web and mobile apps. Indeed, web and mobile apps that drive systems of engagement (how you interact with your customers and partners) are the reason why many companies look to the cloud in the first place. Public clouds offer […]

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Is Responsive Design The Future of Cross Touchpoint Web Development?

Peter Sheldon July 13, 2012

If you’ve been chatting with your web development team recently, you might recall them talking about responsive design. But, what is responsive design and why should eBusiness professionals be taking it seriously? First, responsive design is not a technology, it’s a development philosophy – an approach to web development that forces user experience developers to […]

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Why The “Web Versus Application” Debate Is Irrelevant

Thomas Husson May 3, 2011

Rarely a mobile conference goes by without this debate popping up: Should you build a mobile website or an application? I don’t think it really matters; in fact, I’d say it is irrelevant. This is just one of many topics where technology leads marketing by the nose— as is often the case in the mobile […]

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