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For Marketing Leadership Professionals

The State Of Consumers And Technology: Benchmark 2009, Canada – A Digital Home Report

A Life Stage Analysis Of The Canadian Benchmark Survey

December 23, 2009

By Charles S. Golvin, Jacqueline Anderson with Reineke Reitsma, Laura Wiramihardja

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Why Read This Report

This is a graphical analysis of the Canadian consumer market based on Forrester’s North American Technographics® Benchmark Survey, 2009 (US, Canada). It describes the current state of device and service adoption, and it provides an overview of Canadian consumers’ demographics, behaviors, and technology attitudes by life stage. The data shows that adults younger than 40 now devote more time to new media than to traditional media, that households with multiple PCs outnumber those with a single PC, and that more than one-third of those who access the Net on a mobile phone do so on a BlackBerry.
Tags: B2C eCommerce, Benchmarks, Brand & Product Web Sites, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Brands, Consumer Mobile Devices, Convergence Services, eCommerce, Interactive Marketing Strategy and Process, Mobile Channel for Consumers, Online Shopping, Technology, Telecommunication Services, Voice Services
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TABLE OF CONTENTS

  • Technology Adoption Differs With Age And Family Status
    • Tech Adoption Differs With Age And Family Status
    • Devices: Families Lead The Gadget Charge
    • Media: Older Families Straddle Old And New Media
    • Television: Families Go For Digital
    • Online: Young Consumers Go Online In More Places
    • Marketing: Young Singles And Couples Dig Social
    • The PC Market: Families Dominate In Desktops
    • Digital Home: Older Families Win “Most Wired” Award
    • Mobile: Older Families Have The Most Phones
    • Gaming: Consoles Are For Families
  • Using The Data: 4,611 Households And 5,625 Adults
  • Supplemental Material
 
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