Data Overview Report

The State Of Consumers And Technology: Benchmark 2014, US

North American Consumer Technographics®

January 16th, 2015
Gina Fleming, null
Gina Fleming
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Elizabeth Ryckewaert


This report is our annual overview of US consumers' behaviors and technology attitudes by generation, based on Forrester's North American Technographics surveys and our ForecastView data. Our data reveals that nearly all US consumers connect from multiple devices. Gen Yers continue to lead in the usage and adoption of new technologies; as the early-adopter generation, they have already increased their uptake of emerging technologies like wearables and home remote control in the past year. We no longer consider the smartphone to be an emerging device, as the majority of US online consumers personally use one. As all generations continue to embrace more and more connected devices, companies need to leverage these connections to increase the value they bring to their customers — and, by doing so, grow customer loyalty.

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