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For B2C Marketing Professionals

Interactive Marketing Data Overview, US 2007

North American Consumer Technographics®

February 26, 2008


  • By Jacqueline Anderson
  • with Ted Schadler,
  • Christine Spivey Overby,
  • Serena Goldberg,
  • Elise Godfrey

Why Read This Report

This is a graphical analysis of the information that interactive marketing professionals need to understand how US consumers use and feel about digital channels, media, and advertising. We draw on data from Forrester's North American Consumer Technographics® surveys, including our North American Technographics Benchmark Survey, 2007, of 52,120 US adults.

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Table of Contents

  • US Consumers Flock Online But Retain Offline Attitudes
  • Traditional Media Time Is Displaced With Net Usage
  • From IM to Search, Online Activities Span the Ages
  • Different Generations Go To Different Places Online
  • Google Is The Search Favorite
  • "Fewer Ads" Tops The Search Improvement Wish List
  • All Consumers Agree: They Get Too Many Email Ads
  • Digital Media Influences Brand Perceptions
  • Younger Consumers Are More Trusting Of Online Ads
  • Giving Consumers Control Reduces Ad Annoyance
  • Consumers OK Online Video Ads For Free Content
  • Gaming Ads Diminish the Overall Gaming Experience
  • Gen Y Leads New Marketing Awareness And Interest
  • The Mobile Ad Audience Is Filled With Gen Yers
  • Supplemental Material