Adobe Mobile Learning Final TLP
Adobe Mobile Learning Final TLP
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Firms Across North America Are employee expectations from mobile devices in their
personal lives increase, their expectations in professional
Evolving From A Traditional environments also rise proportionally. As a result, your
Approach To Corporate Learning workforce will demand more from corporate learning.
The current boom of digitally savvy employees will change
“Is my flight on time?” “Where do I book a table for three for
the way people work and the way people learn.
Chinese food now?” “How long will my commute home
Organizations in North America need to evolve beyond the
take?” Your customers are experiencing a mobile mind shift:
traditional learning behaviors and legacy content to cater to
the expectation that they can get what they want in their
the current needs and behavior of the workforce. Our
immediate context and moment of need. When they need
research shows that eLearning methods such as self-paced
something — anything — they turn to a mobile device and
eLearning (42%) and informal online learning (38%) are
ask for help. Every interaction reinforces the concept that
almost on par with the more traditional approaches to
one's mobile device provides the solution to every question
learning, such as face-to-face learning in classrooms (50%)
or problem. And this seismic shift in behavior translates to
3 and on-the-job learning (47%) (Figure 1).
your workforce.
Our study reveals key trends in the enterprise learning
The rise of Millennials in the workforce, an increasing
space:
employee demand for technology flexibility, and a focus on
the employee experience continue to challenge traditional › Online learning has broad-based adoption across
work procedures. Seventy-two percent of information industries. HR and L&D leaders in North America across
workers surveyed by Forrester in 2016 use smartphones for industries said that 46% of their learning content for their
work, and 43% use tablets. The speed of this transformation employees is online digital learning. Technology-intensive
is also revealing: From 2013 to 2015, the use of industries such as IT and high tech (58%) and banking
smartphones and tablets at work increased from 39% to and financial services (52%) lead the pack, while
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67% for information workers in North America. The time industries such as healthcare and life sciences (41%) and
spent using these devices for work increased 17% — from manufacturing (39%) have the lowest penetration.
an average of 2.3 hours a day to 2.7 hours a day, according
®
to Forrester’s Business Technographics survey data. As
FIGURE 1
eLearning Approach Adoption Is Gaining Ground On The More Traditional Approaches
Videos 35%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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› Organizations customize their learning content. potential to increase employee involvement in learning,
Nearly half (49%) of the eLearning content is created while 75% mentioned that mobile is a good learning tool
internally. L&D leaders across organizations mandate for some content.
their instructional designers to customize to the unique
learning needs of their organization. This holds true The Current Approach To Learning
across company sizes and industries, highlighting the
Is Not Adequately Addressing Your
need to update learning approaches to meet rising
customer expectations and technology trends. Employees’ Needs
› Mobile is an effective tool to drive the learning In the age of the customer, every business you work with
content. Sixty-two percent of respondents to our survey will need to compete on customer experience (CX) and
are convinced about the effectiveness of learning content delivering on constantly rising customer expectations.
on mobile devices. Twenty-eight percent of respondents Seventy-six percent of global execs tell us that improving
said that mobile is a valued and effective way of learning, CX is a high or critical priority. In order to achieve the
and they want to have more mobile content. Seventeen required outcome from corporate learning initiatives,
percent said that mobile is an effective tool for short Forrester has identified the ability to groom the right talent
learning content and for providing learning content on the as one of the six most critical levers of customer-obsessed
go (see Figure 2). Mobile content also received a thumbs organizations. It is more important than ever for
up from content developers — when asked about organizations to enable their workforce and nurture talent
instructional designers’ attitude toward mobile learning, through enterprise learning by using the right tools suited to
74% of learning and devlopment leaders agreed with their 5
employee needs and behavior.
instructional designers that mobile has tremendous
FIGURE 2
Learning Leaders Want To Drive More Mobile Learning Content
“As a leader in your organization, which of the following best describes the use of mobile for learning?”
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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FIGURE 3
eLearning Content Targeting Mobile Devices Is Expected To See High Growth Across Industries
“What percentage of your eLearning is (in the past 12 months) or will be (in the next 12 months)
accessible on the following device types?”
Growth
In the next 12 months
In the past 12 months 31%
Tablet 24%
25%
27%
Smartphone 26%
21%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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Respondents to our survey clearly highlighted the benefits benefits of mobile learning, resulting in high growth of
of mobile learning for their organizations. Fifty-three mobile learning adoption. However, many organizations still
percent mentioned flexibility, while ease of sharing struggle to implement mobile learning, even as they
content (47%) and accessibility (45%) were the other top recognize the pressure is on to provide content in mobile-
choices (see Figure 4). ready formats. This struggle is a result of traditional learning
behaviors, legacy learning content, lack of financial
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Firms Must Overcome Challenges In resources, and outdated technology.
FIGURE 4
Mobile Learning Provides Flexibility, Ease Of Use, And Better Access To Consumers
Quick learning that is often just in time for a business need 42%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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challenge. Fifty-five percent of our survey respondents order to enable digital learning content, organizations must
mentioned that setting up of a mobile program is a top consider content to be multidevice friendly, including mobile
technical challenge they face. This includes setting up devices and tablets. Mobile authoring tools must be
infrastructure, buying authoring tools, training instructional innovative and adept in easily creating responsive, mobile-
designers, and providing mobile devices if that is friendly courses. Respondents to our survey said that online
company policy. learning content for employee development programs
needs to have several features, such as device versatility
› Security remains a concern for mobile learning. There (80%), ease of access (80%), shorter content pieces (76%),
is a need for more secure mobile learning platforms to and higher engagement to ensure higher completion rates
alleviate some of the security concerns — 47% of the (74%) (see Figure 6).
survey respondents indicated their IT department
perceives security risks through mobile devices.
FIGURE 5
Developing Mobile Learning Content Has Several Challenges
“What are the biggest challenges in developing online content for a mobile device?”
(Percentage)
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
FIGURE 6
Organizations Demand Feature-Rich Mobile Learning Tools
“How important are each of the following in terms of encouraging your company to
use more online digital learning in employee development programs?”
(Percentages showing “important” and “very important”)
76% 74%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
From Forrester inquiries and interactions with clients, we As learning becomes less formal and the lines blur between
found that about three-quarters of organizations are now information and learning, mobile plays an increasing role in
using some form of eLearning. But it's not as easy as giving employees the information and learning they need,
selecting and implementing a single technology. The key to when they need it, to do their job. Mobile increases
success is selecting the right technology for the type of productivity and also allows for faster and better
learning content you are presenting. This includes powerful communication.
mobile learning content authoring tools as well as learning
8 We still face work environments where “learning” is viewed
platforms for content consumption.
as an experience requiring employees to stop their work
The challenge many of our clients face is one of sorting and go to a “class,” either online or face to face. While some
through the options. With the increasing number of learning content is appropriate for this more formal learning, today’s
choices available to your organization, it becomes critical employees — especially Millennials — value the approach
that you apply the right learning format, at the right time, for of chucking this content into single-concept, 5-minute
the right learning need. This will vary with the audience — learning segments available to them anytime, anywhere,
employees need in-depth product learning, while channel and on any device.
partners need a good understanding of the product's selling
strengths, and customers need to understand the variety of
ways they can use the product. The objective is to provide
short, engaging, rich content that your employees can use
with flexibility.
FIGURE 7
Learning In The Future Will Be Mobile Enabled
I do not know 4%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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Key Recommendations
For effective introduction and use of mobile learning in your organization, do the following:
› Make a business case for mobile learning. Secure support from leadership in many lines of business (LOBs)
by showing data on the need for, value of, and effectiveness of mobile learning across the organization. Detail the
cost for acquiring an authoring tool, training content developers on feature use, and promoting and supporting
mobile learning with employees.
› Form a committee to develop a mobile learning strategy. Gather representatives from IT, HR, and all LOBs to
develop plans for effective use of mobile in the organization. This includes platform availability, security, engaging
content both new and repurposed, internal promotion, integration with social media, learning management
systems (LMSes), analytics, performance support, and a feedback mechanism for suggestions and
improvements.
› Choose the right mobile learning tool. Think about the mobile features that users love and use daily, such as
video and the ability to share content with someone who can benefit. Make sure the tool features allow content
designers to create a variety of engaging content. Get demos from the top providers.
› Start small and grow with user feedback. Choose a group to pilot mobile learning that has super users,
sometime-mobile users, and even some naysayers on using mobile for learning. Solicit feedback, make changes,
and bring on additional groups as instructional designers/content developers create learning content.
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Appendix A: Methodology
In this study, Forrester conducted an online survey of 161 HR and L&D leaders in the US to evaluate some of the key
challenges, drivers, and trends that businesses are facing in regards to corporate learning. Survey participants included
decision makers and business leaders in business or IT roles. The study both began and was completed in December
2016.
FIGURE 8
Organizational Structure — Country And Employee size
“In which country do you “Using your best estimate, how many employees work
currently work?” for your firm/organization worldwide?”
Base: 161 HR and learning and development leaders across organizations in the US and Canada
(percentages may not total 100 because of rounding)
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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FIGURE 9
Demographics — Industry And Responsibility
“Which of the following best describes the industry to which your company belongs?”
Healthcare 19%
Retail 17%
Manufacturing 17%
High technology 9%
Services 9%
Financial services 9%
Information technology 6%
Telecommunication 4%
Banking 2%
Utilities 1%
“What is your level of responsibility for decisions regarding learning and development/talent
management in your organization?”
I influence learning and development/talent strategy in my
division/business unit/department and/or have deep
17%
knowledge regarding my division’s/business unit’s/
department’s learning and development/talent strategy
Base: 161 HR and learning and development leaders across organizations in the US and Canada
(percentages may not total 100 because of rounding)
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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FIGURE 10
Demographics — Department And Title
Learning and
development
22%
Human
resources
78%
Head — HR 30%
CIO/CTO 7%
CLO 7%
Base: 161 HR and learning and development leaders across organizations in the US and Canada
(percentages may not total 100 because of rounding)
Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe, December 2016
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FIGURE 11
Employee Mobile Intensity Segments (eMMSI model)
All Usage
% using a smartphone
65% 13% 75% 89% 93%
for work
% using a tablet for
22% 2% 21% 24% 52%
work
% using a laptop for
84% 97% 74% 79% 84%
work
Base: 968 to 2,859 global information workers in the specified mobility segments
Source: Forrester Data Global Business Technographics® Mobility And Workforce Survey, 2015
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Appendix C: Endnotes
1
Source: “Mobile Is Ubiquitous Today — But Why Not For Learning?” Forrester Research, Inc., October 13, 2015.
2
Source: Richard Fry, “Millennials surpass Gen Xers as the largest generation in U.S. labor force,” Pew Research Center,
May 11, 2015 (http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-
u-s-labor-force/).
3
Source: “Updating Learning For The Next-Generation Workforce,” Forrester Research, Inc., May 4, 2016.
4
Source: “Empower Your Employees In Their Mobile Moments,” Forrester Research, Inc., August 1, 2016.
5
Source: “The Forrester Wave™: Learning And Performance Management, Q4 2016,” Forrester Research, Inc., December
2, 2016.
6
Source: “The State Of Enterprise Worker Mobility, 2016,” Forrester Research, Inc., April 21, 2016.
7
Source: “Mobile Is Ubiquitous Today — But Why Not For Learning?” Forrester Research, Inc., October 13, 2015.
8
Source: “Learning Technologies Engage Employees, Customers, And Channel Partners,” Forrester Research, Inc.,
September 10, 2014.