21 May 2013

How the Mobile Mind Shift is different in Europe

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People are in the midst of making a Mobile Mind Shift, which can be defined as “the expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.”

Attitudes and behaviors are shifting around the world, and the shift is rapidly accelerating.

However there are significant regional variations are fascinating.

According to Josh Bernoff of Forrester Research, Europeans are in general behind Americans on the Mobile Mind Shift:

“Europeans differ from Americans on all three components of the Mobile Mind Shift: the number of connected devices, the frequency of access, and the diversity of locations in which connections occur. While Europeans actually have more connected devices, they connect significantly less frequently and in fewer locations. This appears to be a result of the data plans on European mobile devices, plans that interfere with users’ natural desire to access mobile everywhere as a matter of habit.”

Although interesting, the post is very incomplete: it doesn’t include (a link to) the data by country. Moreover, Bernoff doesn’t explain why he thinks this is only based on data plans (what about cultural and contextual differences?), and why he claims that data plans will change so fast that “within six months, we expect European attitudes to catch up to where Americans are right now.”.

So are Europeans behind or are they just, eh, different?

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