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Consumer Technographics

Forrester Analytics Consumer Technographics® Benchmark Survey, 2021

Surveyed Date
May 2021
Number of Respondents
194,856

Description

SURVEY TOPICS

  • Technology adoption and brands
  • Digital activities
  • General activities and attitudes
  • Gig and sharing economy
  • Advertising and loyalty
  • Home telecom services
  • Social media
  • Retail
  • Payments
  • Financial services
  • Healthcare
  • Privacy

 

SURVEY METHODOLOGY

The Forrester Analytics Consumer Technographics Benchmark Survey, 2021, was fielded from December 2020 through April 2021. This online survey included 76,448 respondents in the US, 14,280 respondents in Canada, 12,884 respondents in metropolitan China, 10,467 respondents in metropolitan India, and 6,353 respondents in Australia between the ages of 18 and 84. It also included 15,166 respondents in the UK, 14,489 respondents in France, 15,339 respondents in Germany, 15,079 respondents in Spain, and 14,351 respondents in Italy between the ages of 16 and 84. 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 0.4% of what they would be if the entire population of US online adults had been surveyed; plus or minus 0.8% of what they would be if the entire population of Canadian, UK, French, German, Spanish, or Italian online adults had been surveyed; plus or minus 0.9% of what they would be if the entire population of online metropolitan Chinese adults had been surveyed; 1.0% of what they would be if the entire population of online metropolitan Indian adults had been surveyed; and 1.2% of what they would be if the entire population of Australian online adults had been surveyed. 

In North America, Forrester weighted the data by age, gender, income, and region to demographically represent the US and Canadian online adult populations. The survey sample size, when weighted, was 76,448 in the US and 14,266 in Canada. In Europe, Forrester weighted the data by age and gender to demographically represent the UK, French, German, Spanish, and Italian online adult populations. The survey sample size, when weighted, was 15,151 in the UK, 14,475 in France, 15,339 in Germany, 15,079 in Spain, and 14,337 in Italy. In Asia Pacific, Forrester weighted the data by age, gender, income, and region to demographically represent the metropolitan Chinese, metropolitan Indian, and Australian online adult populations. The survey sample size, when weighted, was 12,884 in metropolitan China, 10,467 in metropolitan India, and 6,353 in Australia. (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. 

Interactive Dashboards

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

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