Forrester Data

Customers are the focus of strategies and operations; they’re also diverse and dynamic.

Understanding customers is good. Anticipating their behaviors, preferences, and expectations is better — and will create real opportunities to win in the market.

Your customers are changing in measurable ways

Mobile device usage is up and projected to increase Consumers have more information at their fingertips and are more discerning about its value 60% 120% 0% 2012 2014 2016 2018 2020 Read online reviews weekly Look up productinfo in store Compare prices online in store US China UK Base: 2,948 (UK), 3,006 (US), and 3,903 (Metro Chinese) online adult (18+) Smartphone owners Source: Forrester Data World Mobile And Smartphone Adoption Forecast, 2015 To 2020; Forrester’s Consumer Technographics® Asia Pacific Survey H2 2016; Consumer Technographics® North American Retail And Travel Online Benchmark Recontact Survey 1, Q3 2016 (US); Consumer Technographics® European Retail And Travel Survey, H1 2016Base: 3,640 (UK), 44,761 (US) and 3,871 (Metro Chinese) adult (18+) Smartphone owners US 19% 17% 54% US data 2016 US Smartphones installed as percent of population UK 37% 13% 15% UK data 2016 UK Smartphones installed as percent of population China China data 2016 China Smartphones installed as percent of population 81% 28% 24%

Turn customer intelligence into competitive advantage

Actionable CX insights

Continuously improve CX as a way to fuel growth.

Digital-native behavior

Stay in front of rapidly evolving digital behaviors and expectations.

Contextual insights

Tune customer engagement to their context and preferences.

Data digest



“I chose Forrester’s Consumer Technographics for its preciseness and unique ability to discover trends, create competitive positioning, and keep me aware of the most up-to-date developments in the areas of emerging technology. The custom service and quick delivery of results help me save time and provide my internal partners with fast, comprehensive, and reliable insights to grow our business and expand into new categories.”

Darlene LaChapelle

Director, Strategy & Market Research
AOL

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