Last week we published a new report titled Mobile Measurement Is A Customer Intelligence Imperative. I’ve been getting more questions recently from Forrester clients about measuring mobile browsing and applications, so it was definitely time to look seriously into the topic. As an added bonus, this report also gave me the opportunity to work with two of Forrester’s mobile consumer strategy rock stars: Julie Ask and Thomas Husson; if you are interested in mobile I strongly recommend that you follow their work.
The topic of mobile measurement has become increasingly frequent in digital analytics circles, and it’s not hard to see why:
- Consumer adoption of mobile is on the rise globally.
- Smart phones and other devices such as tablets are improving user experiences with advances in usability and functionality to become hubs for productivity, communications, and entertainment.
- Improved infrastructure – carrier networks and widespread WiFi availability – supports data intensive mobile browsing and application interactions.