The Mobile Mind
Shift Index
Your customers now expect any information they desire to be available, in context, at their moment of need. This is what we call the mobile mind shift.
All consumer groups are making this shift but at varying rates. To help you evaluate your customers’ expectations, we created the Mobile Mind Shift Index (MMSI).
Computing the
Mobile Mind Shift Index
We score each consumer on three mobile components:
- Number of connected devices (20 points)
- Frequency of access (40 points)
- Diversity of locations (40 points)
Score
US Online Adults (Average MMSI)
The Six Segments of the
Mobile Mind Shift Index
Based on their MMSI score, your customers will fall into any of six segments on a continuum from unshifted (low demand for mobile) to shifted (high demand). The intensity of your customers’ demand will help you determine your level of urgency for building mobile applications and services.
Unshifted Segments
MMSI: 0-20
- 41% of US online adults
- Only 8% own a smartphone
- Typically over 45 years old
MMSI: 20-30
- 21% of US online adults
- 41% own a smartphone
- Typically 30 to 50 years old
MMSI: 30-40
- 16% of US online adults
- 74% own a smartphone
- Connect in home and out
- Use only the most common apps
Shifted Segments
MMSI: 40-50
- 12% of US online adults
- 90% own a smartphone
- 29% own a tablet
- Average household income: $95K
MMSI: 50-60
- 6% of US online adults
- Diverse apps include shopping, finance, travel
- Average household income: $100K
MMSI: 60-100
- 4% of US online adults
- Use every type of app
- 71% have a college degree
- Average household income: $111K
Example 1:
US Online Retailers
Forrester surveyed customers of JC Penney, Nordstrom, and Target to determine those customers’ average MMSI score and the percent in shifted segments. We also examined the number of shifted customers posting reviews.
- 40.4
- 31.6
- 29.9
40.4MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
49%% in Shifted
Segments
33% of shifted customers post reviews, compared to 20% of unshifted customers.
|Urgency
Nordstrom must deliver mobile utility to customers quickly.
31.6MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
30%% in Shifted
Segments
27% of shifted customers post reviews, compared to 14% of unshifted customers.
|Urgency
Target must focus on influencing online reviewers in shifted segments.
29.9MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
26%% in Shifted
Segments
31% of shifted customers post reviews, compared to 16% of unshifted customers.
|Urgency
JC Penney must focus on influencing online reviewers in shifted segments.
Example 2: US Airlines
Forrester surveyed customers of Southwest Airlines, United Airlines, and Virgin America to determine those customers’ average MMSI score and the percent in shifted segments. We also examined the number of trips for each type of customer.
- 44.7
- 35.1
- 35.0
44.7MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
64%% in Shifted
Segments
Virgin America’s shifted flyers take 9.8 trips per year compared to 7.5 for unshifted flyers.
|Urgency
Very high scores indicate Virgin America must meet high mobile expectations to keep customers engaged.
35.1MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
36%% in Shifted
Segments
United's shifted flyers take 9.0 trips per year compared to 6.7 for unshifted flyers.
|Urgency
While its customers are not as demanding as Virgin America's, United must still deliver mobile utility quickly.
35.0MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
38%% in Shifted
Segments
Southwest's shifted flyers take 8.5 trips per year compared to 6.7 for unshifted flyers.
|Urgency
While its customers are not as demanding as Virgin America's, Southwest must still deliver mobile utility quickly.
Example 3:
US Newspaper Readers
Forrester surveyed online and offline newspaper readers to determine their average MMSI score and the percent in shifted segments. We also examined the number of hours they spend reading newspapers.
- 32.2
- 27.1
32.2MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
31%% in Shifted
Segments
Shifted online readers spend 5.5 hours per week reading newspapers compared to 4.5 for unshifted readers.
|Urgency
Newspapers should focus on influencing heavier readers with mobile, especially online readers.
27.1MMSI Score
An MMSI >35 and more than 35% in shifted segments indicates high urgency.
21%% in Shifted
Segments
Shifted print readers spend 5.9 hours per week reading newspapers compared to 4.2 for unshifted readers.
|Urgency
Newspapers should focus on influencing heavier readers with mobile, especially online readers.
