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Consumer Technographics

Consumer Technographics® North American Financial Services Consumer Buyer Journey Survey, 2019

Surveyed Date
September 2019
Number of Respondents



The customer lifecycle covers six phases — discover, explore, buy, ask, use, and engage — for the following financial products and services:

  • Bank account
  • Credit card
  • Life insurance
  • Vehicle insurance
  • Home insurance
  • Investment account
  • Mortgage
  • Loan


The Forrester Analytics Consumer Technographics North American Financial Services Consumer Buyer Journey Survey, 2019, was fielded in June and July 2019. This online survey included 4,940 respondents in the US and 4,770 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 1.4% of what they would be if the entire population of US or Canadian online adults (defined as those online weekly or more often) had been surveyed.

Forrester weighted the data by age, gender, income, broadband adoption, and region to demographically represent the US and Canadian online adult populations. The survey sample size, when weighted, was 4,940 in the US and 4,770 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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