For Market Insights Professionals

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Executive Summary

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.

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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