For Marketing Leadership Professionals

The State Of Consumers And Technology: Benchmark 2011, US

North American Consumer Technographics®

Why Read This Report

This report is a graphical analysis of Forrester's North American Technographics® Online Benchmark Survey, Q3 2011 (US, Canada). It provides a generational overview of US consumers' demographics, behaviors, and technology attitudes. We have included forecasts on the adoption of PCs (laptops and desktops), Internet, broadband, high-definition televisions (HDTVs), tablets, and netbooks. Our analyses over time show that the past predicts future technology trends and technology adoption follows certain patterns. For example, technologies like HDTVs, which were uncommon in most households just three years ago, are now in almost 60% of US online households. And today, led by Gen Xers and Gen Yers, we see even more advanced technologies like 3D and Internet-connected TVs beginning to enter US homes and set to continue along the adoption curve in the coming years. Market insights professionals should use this analysis to better understand how to engage with and target different generations.
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TABLE OF CONTENTS

  • Connectivity Is The Norm
    • Forecast: US Technology Adoption, 2006 To 2015
    • US Consumers Are Connected
    • Generational View Of Device Adoption
    • A Generational Look Into Mobile Usage
    • Online Channels Not Far Behind Offline For Many Activities
    • Inside View: Online Shopping Habits
    • Social Networking Shows Generational Gap
  • Using The Data: 57,924 US Online Individuals, 497 Brands
  • Supplemental Material