Making Leaders Successful Every Day

Serving The Digital CitizenForrester Research

Jennifer Belissent, Ph.D.Principal Analyst

November 5, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 3

© 2013 Forrester Research, Inc. Reproduction Prohibited 5

Our Digital Lives Have Changed

By 2019 there will be 3.5 billion smartphone subscribers – 85% of all mobile subscribers.

20072008 2010

© 2013 Forrester Research, Inc. Reproduction Prohibited 6

The expectation is that any desired information or service be available,

on any appropriate device, in context, at your moment of need.

Mobility Plays An Increasing Role

Today 19% of online adults access government services at least monthly via a tablet or mobile device.

7 out of 10 Gen Zers use a smartphone…

…spending more than FOUR hours a day on mobile internet.

Hail The Rise Of Digital Citizens

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +

27%28%

21%

15%

11%

7%

Which of these activities do you do at least MONTHLY on a tablet or mobile device?Search for government services or policies online

Source: Global Technographics Online Benchmark Surveys, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 9

© 2013 Forrester Research, Inc. Reproduction Prohibited 10

The Age Of The CustomerCitizenv

Transform the customer

experience

Embrace the Mobile Mind Shift

Embrace and enable digital transformation

Turn data into insights and

innovation

But Citizens Don’t Trust Anyone …

Source: North American Technographics® Media And Advertising Online Benchmark Recontact Survey, 2013Base: 5,012 US online adults 18+ (multiple responses accepted)

Which of the following types of companies do you believe are trustworthy when it comes to keeping your personal information secure online?

© 2014 Forrester Research, Inc. Reproduction Prohibited

12

And (Just Maybe) Rightfully So

© 2013 Forrester Research, Inc. Reproduction Prohibited 13

Mind The Data Maturity Gap

Sources: Forrester Priorities and Budgets 2013 and Software Survey 2013

26%

29%

40%

49%

60%

80% of North American government decision-

makers and 57% of Europe decision-makers report that data-related

projects are high priority

Citizens want to be recognized and to get personalized service

Citizens want their data protected and

their identities secure

© 2013 Forrester Research, Inc. Reproduction Prohibited 15

Promote (And Protect) A Digital CitizenryTheir numbers are growing…

•Improve customer experience – with simplified and common authentication.

•Address gaps in data maturity – governance requirements aren’t going away.

•Enforce data security and establish common requirements for data breach responses.

•Explore “data locker” transparency.

Thank you

Email: jbelissent@forrester.comTwitter: @jenbelissentBlog: http://blogs.forrester.com/jennifer_belissent_phd

Jennifer Bélissent