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Consumer Technographics

Consumer Technographics® North American Online Benchmark Survey (Part 2), 2019

Surveyed Date
March 2019
Number of Respondents



  • Telecom providers, services, and behaviors
  • TV viewership and brands
  • Media readership and brands
  • Social media usage
  • Marketing and advertising attitudes and behaviors
  • Email activities and preferences
  • Loyalty programs
  • Financial services brands and activities
  • Digital wallet activities and interest
  • Person-to-person (P2P) payment brands and usage
  • Wearables and digital assistants
  • Airlines flown and accommodations used
  • The sharing economy 
  • Vehicle brand ownership
  • Privacy attitudes and behaviors
  • PC and mobile security activities and brands
  • Health conditions and healthcare providers
  • Tax preparation


The Forrester Analytics Consumer Technographics North American Online Benchmark Survey (Part 2), 2019, was fielded from October 2018 to January 2019. This online survey included 47,991 respondents in the US and 4,646 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 1.4% 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 47,905 in the US and 4,639 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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