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Consumer Technographics

Consumer Technographics® Benchmark Survey, Part 2, 2020

Surveyed Date
March 2020
Number of Respondents



  • Telecom providers, services, and behaviors
  • Television viewership and brands
  • Advertising attitudes and behaviors
  • Loyalty programs
  • Financial services brands and activities
  • Digital wallet activities and interest
  • Person-to-person (P2P) payment brands and usage
  • Wearables and smart speakers
  • Hotel usage
  • The sharing economy
  • Vehicle brands, characteristics, and attitudes
  • Privacy attitudes and behaviors
  • PC and mobile security activities and brands
  • Health conditions and healthcare providers
  • Tax preparation

The Forrester Analytics Consumer Technographics Benchmark Survey, Part 2, 2020, was fielded from November 2019 to February 2020. This online survey included 58,166 respondents in the US and 6,431 respondents in Canada between the ages of 18 and 88. 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 0.4% of what they would be if the entire population of US online adults (defined as those online weekly or more often) had been surveyed and plus or minus 1.2% of what they would be if the entire population of Canadian online adults had been surveyed.
Forrester weighted the data by age, gender, income, region, and broadband adoption to demographically represent the US and Canadian online adult populations. The survey sample size, when weighted, was 58,166 in the US and 6,431 in Canada. (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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