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  • Report The State Of Empowered Customers And Technology: Benchmark 2017, Global

    Global Consumer Technographics®
    October 6, 2017 | Anjali Lai

    Consumer behaviors and expectations are rapidly evolving, but the rate of change differs across the globe. And while similar attitudes drive the most empowered customers, their device usage varies...

  • Report How To Advertise To Consumers Who Hate Ads

    Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy
    July 21, 2017 | Jim Nail, Drew Green

    With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily...

  • Report The State Of Consumers And Technology: Benchmark 2017, US

    North American Consumer Technographics®
    June 28, 2017 | Gina Fleming

    This report is our annual overview of the impact of technology on US consumers' attitudes, behaviors, and expectations in a rapidly changing world, based on the Forrester Data Consumer...

  • Report Industry Nuances In US Loyalty Program Engagement, Attitudes, And Expectations

    A Technographics® 360 Report Using Survey And Qualitative Data
    October 27, 2016 | Anjali Lai

    Loyalty programs are everywhere, and US online consumers belong to many of them. But not all rewards programs are considered equal in their minds. This report applies Forrester's Technographics 360...

  • Report OTT Ushers In A New Era For TV

    Marketers Must Prepare Now For The Inflection In TV Viewing Behavior
    April 8, 2016 | Jim Nail

    Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows...

  • Report Integrate Social Into Your Marketing RaDaR

    March 15, 2016 | Melissa Parrish

    Nearly every marketer uses social media today, but too few use it well. Most marketing leaders treat social as something special and unique, leading them to either separate it completely from the...

  • Report The State Of Consumers And Technology: Benchmark 2015, Canada

    North American Consumer Technographics®
    January 25, 2016 | Gina Fleming

    This report is an overview of Canadian consumers' behaviors and technology attitudes by age group, based on Forrester's North American Consumer Technographics surveys and our ForecastView data....

  • Report The State Of Consumers And Technology: Benchmark 2015, US

    North American Consumer Technographics®
    September 28, 2015 | Gina Fleming

    This report is our annual overview of US consumers' behaviors and technology attitudes by generation, based on Forrester's North American Consumer Technographics surveys and our ForecastView data....

  • Report Keeping Score Of US Smartphone Usage During The 2015 Super Bowl Event

    A Technographics® 360 Report: Using Behavioral Tracking, Social Listening, And Online Community Data
    April 15, 2015 | Kristopher Arcand, Nicole Dvorak

    The 2015 Super Bowl had 114 million viewers, making it the most watched television event in US history. This unprecedented level of viewership presents B2C marketing professionals with many...

  • Report Three Gaming Apps Earn "Engaging" Scores On The App Engagement Index

    North American Consumer Technographics® — Revealing The Q4 2014 App Engagement Index Scores Of US Gaming Apps
    March 10, 2015 | Nicole Dvorak

    As consumers shift the time they spend on PCs and TVs to mobile devices, marketing leadership professionals need to shift their advertising budgets in parallel. Forrester estimates that mobile...

  • Report Making Sense Of New Video Consumption Behavior

    The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes
    January 22, 2015 | Jim Nail

    Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also...

  • Report The State Of Consumers And Technology: Benchmark 2014, US

    North American Consumer Technographics®
    January 16, 2015 | Gina Fleming

    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...

  • Report Time-Shifted TV Opens The Doors To Dynamic Ad Insertion And Addressability

    Boost Targeting Options For TV With Dynamic Ad Insertions
    May 21, 2014 | Jim Nail

    The digitalization of the TV ecosystem is well underway, and while many challenges remain before addressable TV advertising takes hold, the capabilities exist today for marketers to execute...

  • Report Marketers: Don't Worry About Cord-Cutting

    Focus On The Audience Fragmentation Trend Rather Than Industry Turmoil
    February 5, 2014 | Jim Nail

    With the rise of over-the-top video services, there has been much speculation that consumers will cancel their cable or satellite subscriptions — or "cut the cord" — to watch all their programming...

  • Report The State Of Consumers And Technology: Benchmark 2013, US

    North American Consumer Technographics®
    January 29, 2014 | Gina Fleming

    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...

  • Report How Online Video Will Challenge DVRs' Role

    Advertisers Must Now Prepare For A Multiplatform Video Ecosystem
    October 30, 2013 | Jim Nail

    Digital video recorders (DVRs) have become popular devices with consumers who want to control their television viewing, but today, online streaming services make it possible for viewers to get...

  • Report The State Of Consumers And Technology: Benchmark 2013, Canada

    North American Consumer Technographics®
    July 23, 2013 | Gina Fleming

    This report provides an overview of Canadian online consumers' media consumption and consumer technology behaviors, broken out by age group. Our analysis shows that the youngest Canadian consumers...

  • Report Profiling Brand-Loyal And Price-Conscious US Consumers

    A Technographics® Data Essentials Document
    April 17, 2013 | Reineke Reitsma

    Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...

  • Report The State Of Consumers And Technology: Benchmark 2012, US

    North American Consumer Technographics®
    December 19, 2012 | Gina Fleming

    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'...

  • Report Understanding The Changing Needs Of US Online Consumers, 2012

    North American Consumer Technographics®
    October 17, 2012 | Gina Fleming

    US consumers today are exposed to more kinds of connected devices than ever before. Consumers associate the terms "going online" or "using the Internet" with devices like laptops and desktops....

  • Report Consumers Want Online Advertising To Be Relevant, Respectful, And Rewarding

    Forrester Technographics® Digital Consumer Community Report, September 2012
    October 11, 2012 | Lindsey Colella

    In the age of the always addressable customer, where hyperconnected consumers are increasingly savvy and demanding of the brands with which they interact, marketers must become more...

  • Report Segmenting Customers By Technology Preference

    Making Technographics® Segmentation Work
    April 23, 2012 | James McQuivey, PhD, Gina Fleming

    Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that...

  • Report The Tablet-TV Connection

    April 11, 2012 | Sarah Rotman Epps

    Tablets and TVs are big business: Forrester forecasts that 112.5 million US consumers will own a tablet by 2016, and tablets are disrupting several multibillion-dollar industries related to TV,...

  • Report Why Care About Combination Clickers

    The Most Valuable Searchers Click On Both Paid And Natural Listings
    April 5, 2012 | Shar VanBoskirk

    Search marketers often try to profile consumers who click on paid ads against those who prefer natural search results. But the reality is there is little discernable difference between paid and...

  • Report Updated Q1 2012: Use Social Media To Boost Your TV Audience

    February 21, 2012 | Elizabeth Shaw

    Social media is changing the way audiences engage with TV. Led by Generation X and Generation Y, audiences are increasingly multitasking on digital devices while watching TV — and sharing what they...

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