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The State Of Consumers And Technology: Benchmark 2008, Canada

A Generational Analysis Of Canadian Consumers

October 31, 2008

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Why Read This Report

This is a graphical analysis of the Canadian consumer market using Forrester's North American Technographics® Benchmark Survey, 2008. It forecasts device and service adoption, and it provides an overview of Canadian consumers' demographics, behaviors, and technology attitudes based on a mail survey of 6,325 Canadian respondents.

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Table of Contents

  • Every Generation Has A Unique Technology Profile
  • The Five-Year Forecast: Household Devices, Access
  • The Five-Year Forecast: Personal Devices
  • Every Generation Has A Unique Technology Profile
  • Devices: Gen Xers Win; They Have The Most Toys
  • Media: Welcome To Gen Y's Multichannel World
  • Online Activities: Gen Y Spends The Most Time Online
  • Mobile: Saturation Looms, Especially For Gen X
  • Marketing: Gen Y Relies On Google
  • Gaming: It's Not Just For Gen Y
  • The PC Market: Gen Y — The Laptop Generation
  • Broadband: High-Speed Is Now The Default For Gen Y
  • Telecom: Gen Y Votes With Its Wallet For Mobile
  • Home Networks: Gens Y And X Build Digital Homes
  • Home Workers: Gen X Leads In Telecommuting
  • Television: Gen X Is First With DVRs And HDTV
  • Financial Services: Gen X Banks Online
  • Retail: Gen X Is More Than A Third Of Shoppers
  • Travel: Gen X Books Online
  • Using The Data: 5,401 Households, 6,325 Adults, And 473 Brands
  • Supplemental Material