The Mobile Mind
Shift Index

Measuring the Mobile Mind Shift (1:48)

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:

  1. Number of connected devices (20 points)
  2. Frequency of access (40 points)
  3. Diversity of locations (40 points)
Devices
20
+
Access
40
+
Locations
40
=
MMSI
Score
100

US Online Adults (Average MMSI)

9.6
20
+
13.2
40
+
5.1
40
=
27.9
100
Base: 30,549 US online adults. Source: North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

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

Disconnecteds
MMSI: 0-20
  • 41% of US online adults
  • Only 8% own a smartphone
  • Typically over 45 years old
Dabblers
MMSI: 20-30
  • 21% of US online adults
  • 41% own a smartphone
  • Typically 30 to 50 years old
Roamers
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

Adapters
MMSI: 40-50
  • 12% of US online adults
  • 90% own a smartphone
  • 29% own a tablet
  • Average household income: $95K
Immersers
MMSI: 50-60
  • 6% of US online adults
  • Diverse apps include shopping, finance, travel
  • Average household income: $100K
Perpetuals
MMSI: 60-100
  • 4% of US online adults
  • Use every type of app
  • 71% have a college degree
  • Average household income: $111K
Base: 30,549 US online adults. Source: North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

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.

See the comparison
MMSI
shows % in shifted segments
  • 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.

Base: 5,443 US online adults who shopped at JC Penny in the past 12 months; 13,625 US online adults who shopped at Target in the past 12 months; 1,721 US online adults who shopped at Nordstrom in the past 12 months. Source: North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

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.

See the comparison
MMSI
shows % in shifted segments
  • 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.

Base: 678 US online adults who flew Southwest Airlines in the past 12 months; 636 US online adults who flew United Airlines in the past 12 months; 128 US online adults who flew Virgin America in the past 12 months. Source: North American Technographics Travel And Auto Benchmark Recontact Online Survey Q3 2012 (US)

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.

See the comparison
MMSI
shows % in shifted segments
  • 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.

Base: 20,017 US online adults who read newspapers offline weekly; 16,359 US online adults who read newspapers online weekly. Source: North American Technographics Online Benchmark Survey (Part 2), Q3 2012 (US, Canada)

What the Mobile Mind
Shift
means to you

To build an effective mobile strategy, you must first gauge your customers’ expectations for access and services. With the Mobile Mind Shift Index, Forrester helps you understand where your customers are — and where they want you to be.