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For Marketing Leadership Professionals

Understanding The Changing Needs Of US Online Consumers, 2012

North American Consumer Technographics®

October 17, 2012

By Gina Sverdlov with Reineke Reitsma, Samantha Yanling Jaddou

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Why Read This Report

US consumers today are exposed to more kinds of connected devices than ever before. Consumers associate the terms "going online" or "using the Internet" with devices like laptops and desktops. Social networking behaviors are driving the uptake of online activities, and we are seeing a continuous increase in how deeply and widely people engage socially on the Net. Mobile phones and new entrant the tablet play a dominant role in many people's lives, supporting their daily work, play, life, and social choices. Forrester's Technographics surveys help market insights professionals understand the current online and mobile landscape as well as prepare for where consumer behavior is heading.

Tags: Consumer Electronics & Technology, Consumer Mobile Activities, Consumer Mobile Adoption, Consumer Mobile Devices, Consumer PCs, Consumer Segmentation, eCommerce, Market Research, Marketing & Strategy, Media & Entertainment, Mobile Channel for Consumers

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TABLE OF CONTENTS

  • US Consumers Reveal Their Online Behaviors
  • US Consumers Are More Connected Now Than Ever
  • Consumers Prefer Different Devices For Different Activities

  • RECOMMENDATIONS

    Adoption Will Happen, But The Experience Defines The Device Used
  • Supplemental Material
  • Related Research Documents
 
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