North America

With nearly 550 million people, North America comprises 23 sovereign states and 15 dependent territories that reach from Greenland and the Arctic Circle to the Caribbean Islands and the southernmost borders of Central America. Stretching across the middle of the continent from the Pacific to the Atlantic Ocean, the United States is the world’s third most-populous country and the largest national economy, second only to the European Union in terms of overall economy. This country and its northern neighbor Canada are among the wealthiest and most developed nations in the world.

Latest Research

  • For eBusiness & Channel Strategy Professionals

    REPORT: How US Customers Research And Buy Life Insurance

    Meet Prospects At The Point Of Need With Easy Ways To Research And Apply

    February 14, 2019 Benjamin Ensor, August Du Pont

    Life insurance isn't consumers' top priority — until life events prompt them to buy it. Digital teams need to have the right resources in place for when that moment hits. This report explains why US consumers buy life insurance as well as how life insurance prospects go through the process to research and buy policies.

  • For CMO Professionals

    REPORT: B2B Marketing Agencies, North America, Q1 2019

    Forrester's Overview Of 39 Service Providers Serving B2B Marketers

    February 8, 2019 Jay Pattisall, Laura Ramos

    You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to access these benefits, you first have to select from a diverse set of agencies that vary by size, capability, and B2B focus. B2B CMOs should use Forrester's Now Tech report to understand the value they can expect from a B2B marketing agency and select agency partners based on size and functionality.

  • For CMO Professionals

    REPORT: The US Digital Marketing Forecast, 2018 To 2023

    Diverse Budget Priorities Will Boost Spend To Nearly $150 Billion

    February 7, 2019 Shar VanBoskirk, Brandon Verblow

    By 2023, CMOs will spend nearly $150 billion on search marketing, banner and outstream advertising, instream advertising, and email marketing in the US. Paid search will lose share to shopping and voice search; programmatic banner buys will retrench; television innovation will drive instream growth; and email will woo B2B adopters. These changes reflect budget priorities that vary by marketer sophistication and digital marketing experience. Growth will improve workplaces, agency relationships, and retail outlets.

  • For CIO Professionals

    REPORT: 2019 US Tech Budgets: Industry Outlook

    CIOs Should Make Their 2019 Plans With A Solid Understanding Of What's Going On In Their Industry

    February 6, 2019 Andrew Bartels

    The US tech budget outlook for 2019 is generally positive, with projected growth of 6.1% only slightly slower than its 2018 growth. But in that broad picture, different industries will face very different prospects. In this report, we provide our forecasts by industry and high-level tech budget benchmarks for tech spending as a percentage of revenues by industry. We also address each industry's tech spending by category and the split between business technology (BT) and back-office technology (BOT) spending. CIOs should read this report to compare their 2019 tech budgets with the outlook for tech spending in their industry.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The State Of Digital Insurance, 2019

    Landscape: The Digital Insurance Strategy Playbook

    February 5, 2019 Oliwia Berdak

    Insurers have so far been shielded from digital disruption by an older demographic, underwriting expertise, and regulatory requirements. But these barriers are starting to fall. This report explores how digital technologies are changing the industry's customers, competitors, products, and operations globally. It charts the different responses that digital teams in personal and commercial insurance lines have mounted, as well as the ecosystem of vendors that are keen to aid their digital transformation efforts. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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