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For Marketing Leadership Professionals

The State Of Consumers And Technology: Benchmark 2009, US

A Life Stage Analysis Of The US Benchmark Survey

September 2, 2009

By Jacqueline Anderson, Charles S. Golvin with Reineke Reitsma, Elise Godfrey, Lauren Jesuitus, Bailey Liackman

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Why Read This Report

This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes by life stage. The document includes five-year forecasts on the technology adoption of PCs, Internet, broadband, high-definition televisions (HDTVs), home networks, and DVRs. Highlights from the consumer data show that HDTVs and home networks are the two fastest-growing technologies in 2008; that media consumption is split evenly between traditional and new media among all Americans, but young consumers spend almost 2 hours more with new media; and that four in five US households now have a mobile phone, but mobile Internet uptake shows slow progress.
Tags: Benchmarks, Consumer Electronics & Technology, Consumer Mobile Adoption, Consumer Mobile Devices, Consumer PCs, eCommerce, Gaming, Marketing Attitudes, Marketing Measurement, Media & Advertising Trust, Media & Entertainment, Mobile Channel for Consumers, Technology, Telecommunication Services
US $ 2495
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TABLE OF CONTENTS

  • Technology Adoption Differs With Age And Family Status
    • The Five-Year Forecast For Devices And Access
    • 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: 40,545 Households, 47,946 Adults, And 378 US Brands
  • Supplemental Material
 
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