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Consumer Technographics

Consumer Technographics® North American Online Benchmark Survey (Part 1), 2018

Surveyed Date
March 2018
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 purpose and frequency


The Forrester Data Consumer Technographics North American Online Benchmark Survey (Part 1), 2018, was fielded from November 2017 through February 2018. This online survey included 83,152 respondents in the US and 10,916 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 0.3% 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 0.9% 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 83,152 in the US and 10,916 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. Research Now fielded this survey on behalf of Forrester. Survey respondent incentives include points redeemable for gift certificates.

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