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Consumer Technographics

Consumer Technographics® North American Retail And Travel Topic Insights 1 Customer Life Cycle Survey, 2018

Surveyed Date
July 2018
Number of Respondents
9,830

Description

Survey Topics

The customer life cycle covers six phases — discover, explore, buy, ask, use, and engage — for the following retail and travel products and services:

  • Clothing, footwear, and accessories
  • Consumer electronics (excluding mobile phones)
  • Cosmetics/beauty products
  • Home décor/furnishings
  • Personal appliances
  • Small appliances
  • Baby/children's products (excluding toys and games)
  • Toys and games
  • Pet food and supplies
  • Large appliances
  • Furniture
  • Luxury products
  • Airline tickets
  • Car rentals
  • Overnight accommodations
  • Travel reservations

Methodology

The Forrester Analytics Consumer Technographics North American Retail And Travel Topic Insights 1 Customer Life Cycle Survey, 2018, was fielded from May 2018 to June 2018. This online survey included 4,928 respondents in the US and 4,902 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 1.4% of what they would be if the entire population of US online adults 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 4,928 in the US and 4,902 in Canada. 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.

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