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Consumer Technographics

Consumer Technographics® European Technology, Media, And Telecom Topic Insights 1 Customer Life Cycle Survey, 2018

Surveyed Date
July 2018
Number of Respondents



The customer life cycle covers six phases — discover, explore, buy, ask, use, and engage — for the following consumer technology, media, and telecom industries’ products and services:

  • HDTV
  • Smartphone
  • Tablet
  • Computer
  • Smartwatch
  • Smart home device
  • Headphones
  • Digital camera
  • Home telecom service
  • Wireless service
  • PC/mobile security service
  • Online video streaming service


The Forrester Analytics Consumer Technographics European Technology, Media, And Telecom Topic Insights 1 Customer Life Cycle Survey, 2018, was fielded from April through May 2018. This online survey included 3,712 respondents in the UK, 3,750 respondents in France, 3,755 respondents in Germany, 3,762 respondents in Spain, and 3,740 respondents in Italy 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 1.6% of what they would be if the entire population of online adults (defined as those online weekly or more often) in each country had been surveyed.

The data was weighted by age and gender to demographically represent the European online adult populations for each country. The survey sample size, when weighted, was 3,712 in the UK, 3,750 in France, 3,755 in Germany, 3,762 in Spain, and 3,740 in Italy. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Research Now fielded this survey on behalf of Forrester. Survey respondent incentives included points redeemable for gift certificates.

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