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Consumer Technographics

Consumer Technographics® Benchmark Survey, Part 1, 2020

Surveyed Date
March 2020
Number of Respondents
5,419

Description

SURVEY TOPICS

  • Device adoption and attitudes
  • Media and advertising
  • Online topics and websites
  • Streaming
  • Social media behaviors
  • Retail spending, products, and brands purchased
  • Payment methods and attitudes
  • Digital activities
  • Smartphone and tablet usage and operating systems
  • PC brands and operating systems
  • Financial product ownership and attitudes
  • Travel and travel products

SURVEY METHODOLOGY
The Forrester Analytics Consumer Technographics Benchmark Survey, Part 1, 2020, was fielded in December 2019 through February 2020. This online survey included 5,419 respondents ages 18 and older in metropolitan China and Hong Kong. For results based on a randomly chosen sample of this size, there is 95% confidence that the results have a statistical precision of plus or minus 1.4% to 4.2% of what they would be if the entire population of online adults (defined as those online weekly or more often) represented in each country had been surveyed. Forrester weighted the data by age, gender, and geographical distribution to demographically represent the online adult population in each country. The data from metropolitan China was also weighted by income level in tier 1 and 2 cities. The survey sample size, when weighted, was 5,419.

(Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) The programming language herein reflects the survey respondent base for each question. Bases for specific questions have been changed in published data for increased clarity. Therefore, the base in published data may not match the base language in this document. Dynata fielded this survey on behalf of Forrester. Survey respondent incentives included points redeemable for gift certificates.

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