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Consumer Technographics

Forrester Analytics Consumer Technographics® Retail Topic Insights 2 Survey, 2020

Surveyed Date
November 2020
Number of Respondents



  • Device adoption and attitudes
  • Retailers and purchasing
  • Cross-border online shopping
  • Luxury shopping
  • Subscription replenishment services
  • Direct-to-consumer
  • Social commerce
  • Ratings and reviews
  • Corporate social responsibility
  • Customer loyalty programs
  • Amazon deep dive


The Forrester Analytics Consumer Technographics Retail Topic Insights 2 Survey, 2020, was fielded from July through August 2020. This online survey included 4,603 respondents in the US and 4,274 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 (defined as those online weekly or more often) had been surveyed and plus or minus 1.5% 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 4,603 respondents in the US and 4,274 respondents 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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