Forrester released its annual state of consumers and technology data today, which examines how US consumers’ attitudes and purchasing behaviors have changed with the introduction of new technologies.
The data is sorted demographically and points to emerging trends across categories like streaming, artificial intelligence, and alternative payments. Here are a few interesting points:
- Younger demos are ditching cable for streaming. Ninety-four percent of 18- to 29-year-olds watch some form of online TV, making them the only demographic to prefer online streaming to offline.
- The most experimental demo spends more. Thirty- to 39-year-olds were identified as the prime target for marketers, spending the most ($840) in online purchases over the last three months.
- Alternative payments are adopted across demos. Fifty-six percent of online adults have adopted alternative payments like PayPal in the last three months. Despite wider adoption across younger demographics, older demographics are still spending more online.
- Apple Pay is still lagging. Although iOS is the most popular operating system for 18- to 29-year-olds, Apple Pay has fallen behind in almost every demographic.
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