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Consumer Technographics

Consumer Technographics® European Online Benchmark Survey (Part 2), 2018

Surveyed Date
April 2018
Number of Respondents



  • Telecom behaviors
  • Online television viewership and brands
  • Social media usage
  • Marketing and advertising attitudes and behaviors
  • Loyalty programs
  • Financial services brands
  • Digital wallet usage
  • Alternative payment brands and usage
  • Wearables and digital assistants
  • Airlines flown, hotels stayed at, and online travel agent (OTA) usage
  • The sharing economy
  • Vehicle brand ownership
  • Privacy attitudes and behaviors
  • General Data Protection Regulation (GDPR)
  • PC and mobile security activities and brands


The Forrester Data Consumer Technographics European Online Benchmark Survey (Part 2), 2018, was fielded from January to February 2018. This online survey included 14,279 respondents ages 16 and older in the UK, France, Germany Spain, and Italy. 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 0.8% of what they would be if the entire population of European online adults (defined as those online weekly or more often) had been surveyed. This confidence interval widens to 2.1% when the data is analyzed at a country level.

Forrester weighted the data by age and gender to demographically represent the online adult population within each country. The survey sample size, when weighted, was 14,279. (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. Research Now fielded this survey on behalf of Forrester. Survey respondent incentives included points redeemable for gift certificates. 

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