Europeans are lagging slightly behind Americans in their adoption of mobile culture, with 16 percent of adults in Europe completely immersed in the use of their mobile devices, compared with 22 percent in the United States.
The findings concern what Forrester Research terms the shift to a “mobile mind set,” which it defines as “the expectation by customers that any desired information or service is available on any appropriate device in context and at their moment of need.” Three components were evaluated to measure the shift: the number of connected devices, the frequency of access and the diversity of locations where consumers connected.
After looking at the customer data, Forrester divided consumers into six categories depending on their degree of immersion in mobile culture. The top three classes — adapters, immersers and perpetuals — were said to have shifted to a mobile mind set.
Why Europeans Trail Americans in Mobile Adoption
While Europeans lag behind Americans by 6 percentage points, the numbers do not necessarily indicate that Europeans do not wish to rely on the power of mobile technology. Rather, it shows they face more obstacles. Another Forrester discussion indicates that much of the problem is restrictive data plans, and within the next six months Europeans are expected to be just as connected as Americans are now.
It should also be noted that not every European country is equal on the mobile mind shift scale. For example, Germany has the lowest score of any country on the continent, while at the other end of the spectrum, Sweden is more connected than the United States.
Why the Mobile Mind Shift Matters
Certainly the incredibly rapid adoption of mobile technology should be of great interest to businesses, but the mind shift is seen to go beyond customers turning to mobile devices in their everyday life. It changes their entire perspective on what it means to be a customer. Consequently, mobile adopters have entirely different views of what they expect from a business.
It’s not about brand messaging or logos, the Forrester report says; customers want utility, and they want it immediately.
This doesn’t spell doom for brands, it just means they have to adapt how they market. With customer attitudes changing so rapidly and thoroughly, it’s similar to having an entirely new customer base.
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