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Consumer Technographics

Consumer Technographics® North American Financial Services Topic Insights 1 Survey, 2019

Surveyed Date
March 2019
Number of Respondents



  • General finance
  • Digital financial activities
  • Financial situation
  • Loans and debt
  • Personalization
  • Financial literacy
  • Financial advice
  • Retirement


The Forrester Analytics Consumer Technographics North American Financial Services Topic Insights 1 Survey, 2019, was fielded in December 2018 and January 2019. This online survey included 4,606 respondents in the US and 4,748 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 1.5% 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 population. The survey sample size, when weighted, was 4,606 in the US and 4,748 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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