New Forrester research finds Chinese consumers’ high mobile expectations
exceed that of US
SHANGHAI--(BUSINESS WIRE)--Apr. 2, 2015--
Chinese consumers have high mobile expectations, according to Forrester
Research, Inc. (Nasdaq: FORR)’s latest Mobile
Mind Shift Index for China. Launched at the China
Summit for Marketing Leaders in Shanghai, Forrester offers guidance
on mobile marketing strategy and shares that marketers in China are not
well positioned to serve these shifted consumers right now. The Index
helps marketing leaders determine how urgently they should provide
mobile services and select features by measuring consumers’ mobile
readiness on three metrics: the Mobile Intensity Score, Mobile
Expectation Score, and the Mobile Behavior Score.
Julie Ask, Forrester’s Vice President, Principal Analyst and Mobile
Mind Shift book co-author, explains: “Mobile has completely shifted
consumer expectations. Today, consumers expect to get anything they need
immediately, in context. Forrester refers to this as the mobile
mind shift.”
Regardless of age, income and city tier, Chinese consumers have much
higher mobile expectation scores (62) than their counterparts in US
(39), despite similar intensity scores, according to the study. Chinese
consumers’ anticipation for companies to be available on mobile creates
the urgency for marketers to develop mobile applications and sustain a
mobile presence.
“Mobile interactions will challenge companies even more than the Web
did,” advises Forrester’s Senior Analyst Xiaofeng Wang in the research.
“Marketers need to increase their investments in mobile and the Index
can help them create a more effective mobile strategy.”
The Mobile Mind Shift Index is based on a survey of 4,004 online
consumers in metropolitan China. The Mandarin version of the Mobile
Mind Shift book will publish later this year with CITIC Publishing
Group. For more information, visit: https://solutions.forrester.com/mobile
About Forrester Research
Forrester Research is one of the most influential research and advisory
firms in the world. We work with business and technology leaders to
develop customer-obsessed strategies that drive growth. Forrester’s
unique insights are grounded in annual surveys of more than 500,000
consumers and business leaders worldwide, rigorous and objective
methodologies, and the shared wisdom of our most innovative clients.
Through proprietary research, data, custom consulting, exclusive
executive peer groups, and events, the Forrester experience is about a
singular and powerful purpose: to challenge the thinking of our clients
to help them lead change in their organizations. For more information,
visit forrester.com.
Source: Forrester Research, Inc.
Media:
Forrester Research, Inc.
Deborah Ng, +65 6426
7016
Public Relations, Asia Pacific
press@forrester.com