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Consumer Technographics

Consumer Technographics® North American Online Benchmark Survey (Part 1), 2017

Surveyed Date
April 2017
Number of Respondents


Survey Topics

  • Online access and activities
  • Media and advertising
  • Social media behaviors
  • Retail spending, products, and brands purchased
  • Payment methods and attitudes
  • Smartphone and tablet usage and operating systems
  • PC brands and operating systems
  • Financial product ownership and attitudes
  • Travel purpose and frequency
  • Vehicle ownership

Survey Methodology

The Forrester Data Consumer Technographics North American Online Benchmark Survey (Part 1), 2017, was fielded in February and March 2017. This online survey included 58,000 respondents in the US and 6,011 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 0.4% of what they would be if the entire population of US online adults (defined as those online weekly or more often) had been surveyed and plus or minus 1.3% of what they would be if the entire population of Canadian online adults had been surveyed.

Forrester weighted the data by age, gender, income, region, and broadband adoption to demographically represent the US and Canadian online adult populations. The survey sample size, when weighted, was 58,000 in the US and 6,011 in Canada. (Note: Weighted sample sizes can be different from the actual number of respondents to account for individuals generally underrepresented in online panels.) Ipsos Observer fielded this survey on behalf of Forrester. Survey respondent incentives include points redeemable for gift certificates.

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