Data Overview Report

The State Of Consumers And Technology: Benchmark 2013, US

North American Consumer Technographics®

January 29th, 2014
Gina Fleming
With contributors:
Reineke Reitsma , Andrea Mitchell , Ryan Morrill


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 analysis shows that online access and usage is widespread across all generations of US adults and has plateaued at 91% of the adult population. Online access from smartphones and tablets continues to climb, and while the younger generations take the lead here, older Americans are also adopting these devices. As all generations embrace an increasing number of 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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