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Consumer Technographics

Consumer Technographics® North American Small-Business Owners Survey, 2018 (US)

Surveyed Date
November 2018
Number of Respondents



  • Device adoption and attitudes
  • Marketing and advertising
  • Telecom
  • PC and mobile security
  • Financial services and payments
  • Purchase journey – products and services for business
  • Taxes
  • Insurance


The Forrester Analytics Consumer Technographics North American Small-Business Owners Survey, 2018 (US), was fielded in August and September 2018. This online survey included 1,007 US small-business owners (defined as those who currently own at least one business with 100 employees or fewer and up to $500 million in annual revenue) between the ages of 18 and 88.

Forrester set quotas for company size as a means of controlling the data distribution. We randomly selected respondents from an online panel to participate in this study. Please note that 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.

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