December 14, 2004

Why Technographics Still Works

With Updated Profiles Of The 10 Technographics Segments

by Jed Kolko

with Michael E. Gazala, Kimberly Toedtman

Executive Summary (This is a document excerpt)

Forrester's Consumer Technographics is the premier source for insight about consumers' technology behaviors, demand, and attitudes. Our comprehensive, large-scale data sets, dating back to 1998, cover all of the main consumer-facing industries. And our proprietary segmentation — based on attitudes and income — has remained robust through successive waves of technological innovation, from the early days of the Internet to home networks and personal video recorders. Although our segmentation hasn't changed, consumers have — and here we update the profiles of our 10 Technographics segments and introduce the new ways we are applying Technographics.

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