Millennials: We can’t seem to get enough information about them. Recent reports that focus exclusively on how Millennials use new technologies have misled eBusiness execs into believing that they must focus primarily on Millennial dollars.[i] But as my colleague Sucharita Mulpuru discusses in her latest report, the kids are overrated.

History has shown us that technology innovation has an impact on all generations —even if adoption rates and motivations differ by age. We even see this trend when examining the role that mobile devices play in the consumer purchase journey today. For example, although 26- to 34-year-olds lead in tablet adoption, 35- to 44-year-olds show the highest levels of tablet use during the research process —more than a quarter of US online researchers within this age group use a tablet!

To help CI professionals understand how and why consumers across all age groups use mobile devices along the path to purchase, we used Forrester’s Technographics® 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses. Forrester’s Technographics clients who want to understand more about the role that mobile devices play in today’s path to purchase across age groups and certain product categories (including personal care, CPG, travel, and consumer electronics) can read my latest report, Mobile’s Role In The Consumer’s Path To Purchase Across Product Categories and Age Groups.

Not a Technographics client and interested in accessing rich behavioral data metrics and insights? Contact us at

Nicole Dvorak is a data scientist serving all roles. Follow her on Twitter at@NicoleLDvorak.