Data Overview Report

The State Of Consumers And Technology: Benchmark 2012, US

North American Consumer Technographics®

December 19th, 2012
With contributors:
Reineke Reitsma , Ryan Morrill


This report is a graphical analysis of Forrester's North American Technographics® Online Benchmark Survey (Part 1), Q2 2012 (US, Canada). It provides a generational overview of US consumers' behaviors and technology attitudes. We have included forecasts for the online population as well as for smartphone and tablet users. Our analysis shows that consumers of all ages are embracing the opportunity to find information and connect with people and brands wherever they are — at home, in the car, while shopping, and during many other aspects of their daily lives. For companies, this means the emergence of the always addressable customer — a large and growing audience that demands value from the brands with which they engage. Market insights professionals should use this report to understand the technology behaviors of their target generations and how best to engage with them.

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