Save or Share this Report

Consumer Technographics

Consumer Technographics® North American Online Benchmark Survey (Part 2), 2018

Surveyed Date
April 2018
Number of Respondents


Survey Topics


  • Telecom providers, services, and behaviors
  • Television viewership and brands
  • Media readership and brands
  • Social media usage
  • Marketing and advertising attitudes and behaviors
  • Loyalty programs
  • Financial services brands and activities
  • Digital wallet usage
  • Alternative payment brands and usage
  • Wearables and digital assistants
  • Airlines flown, hotels stayed at, and online travel agent usage
  • The sharing economy
  • Vehicle brand ownership
  • Privacy attitudes and behaviors
  • PC and mobile security activities and brands
  • Health conditions and healthcare providers
  • Tax preparation



Survey Methodology

The Forrester Data Consumer Technographics North American Online Benchmark Survey (Part 2), 2018, was fielded from January to February 2018. This online survey included 43,116 respondents in the US and 3,372 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 0.5% 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 1.7% 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 43,091 in the US and 3,369 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 included points redeemable for gift certificates.

Interactive Dashboards

Drawn from our Consumer Technographics® data and analytics services, dashboards can be customized by demographics, regions, segments, and attitudes.

View Dashboards