Forrester says marketers should ask whether their target audience is using mobile apps. Never a bad place to start.
The company believes that Gen Y and Gen X together make up about two-thirds of the app audience. With “Older Boomers” (ages 56 to 66) only representing 19% of mobile apps use.
Forrester also says apps are generally better suited to reaching consumers later in the customer lifecycle -- once brand awareness and affinity are in place. Using apps to do the job of enhancing the brand experience or building loyalty.
Forrester also says apps are generally better suited to reaching consumers later in the customer lifecycle -- once brand awareness and affinity are in place. Using apps to do the job of enhancing the brand experience or building loyalty.
All sensible advice. Dick Stroud
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