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Consumer Technographics

Consumer Technographics® Latin American Online Benchmark Survey, 2019

Surveyed Date
March 2019
Number of Respondents



  • Device adoption and attitudes
  • Media and advertising
  • Online topics and websites
  • 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


The Forrester Analytics Consumer Technographics Latin American Online Benchmark Survey, 2019, was fielded in November 2018 and December 2018. This online survey included 6,081 respondents ages 16 to 75 in metropolitan Argentina, metropolitan Brazil, and metropolitan Mexico. 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 2.2% 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, socioeconomic level (representing ABC1, C2, and C3 levels in Argentina; AB1, B2, and C1C2 levels in Brazil; and ABC+, C, and D+ levels in Mexico), and city to demographically represent the online adult population in each country. The survey sample size, when weighted, was 6,081. (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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