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  • Report The Consumer Tech Stack

    Our 2018 US Benchmark Data Overview Reveals The Four Forces Of Adoption
    April 5, 2018 | James L. McQuivey, PhD, Gina Fleming

    Humans were born to embrace the technologies we track. Coming into 2018, Forrester surveyed 110,460 online adults in 20 countries to see how much people of every type embrace technology, why they...

  • 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 Millennials: A Demographic Overview

    North American Consumer Technographics®
    February 25, 2015 | Gina Fleming

    In this demographic overview, we analyze Millennials, those consumers born in the 1980s and mid-1990s who are ages 18 to 34 — a group that has grown up with online shopping, smartphones, and social...

  • Report The Apple Watch: What Makes Consumers Tick?

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    November 20, 2014 | Anjali Lai

    The unveiling of the Apple Watch on September 9, 2014 left consumers and industry analysts with more questions than answers. For example, after the sluggish sales of smartwatch predecessors, such...

  • Report Understanding The Psychology Of Technology Adoption With A Multimethodology Approach

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    September 19, 2014 | Anjali Lai

    Forrester has been studying the life cycle of consumer technology adoption since the inception of our Consumer Technographics studies in 1997. Over the years, the pace of innovation has accelerated...

  • Report US Online Consumers' Perspectives On Wearable Technology

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    September 18, 2014 | Anjali Lai

    In 2012, Forrester's "smart body, smart world" report asserted that sensor-laden embedded devices would be the next big thing among technology trends. Since then, we've witnessed the adoption...

  • Webinar State Of Consumers And Technology, US 2013

    Consumer Technographics®
    February 20, 2014 | Gina Fleming

    For more than 15 years, Forrester has been surveying consumers in North America to anticipate their state of technology adoption, usage, and attitudes, and we've published an overview of these...

  • 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 The Increasing Sophistication Of The Digital Home

    North American Consumer Technographics®
    November 22, 2013 | Gina Fleming

    The US digital home has undergone major disruption in the past decade. Five years ago, the digital home was just starting to see the early stages of consumer home networking; today, the digital...

  • Report Customer Life-Cycle Industry Overview: Consumer Electronics

    A Consumer Technographics® Report
    November 21, 2013 | Reineke Reitsma

    A range of different motivations may inspire a consumer's decision to purchase a consumer electronics device: While some technology mavens know of the latest product through community interest...

  • 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 US Online Hispanics: A Demographic Overview

    North American Technographics®
    February 26, 2013 | Reineke Reitsma

    This demographic overview highlights the unique behaviors and attitudes that characterize US online Hispanics compared with their non-Hispanic peers. US online Hispanics lead the way in mobile...

  • Report Digital Health Management Needs A Makeover To Broaden Its Consumer Appeal

    Forrester Technographics Digital Consumer Community Report
    December 17, 2012 | Lindsey Colella

    Tracking and managing personal health information — with technology or without — is not a mainstream consumer activity today. There are multiple reasons for this: Consumers lack self-awareness of...

  • Report US Young Professionals: A Demographic Overview

    North American Technographics®
    November 26, 2012 | Reineke Reitsma

    In this demographic overview, we take a look at US young professionals — an ambitious group that seems to embody the "work hard, play hard" lifestyle. Forrester defines young professionals as...

  • 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 Segmenting Customers By Technology Preference

    Making Technographics® Segmentation Work
    April 23, 2012 | James L. 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 Understanding The Intricate Digital Behaviors Of Young Consumers

    An Empowered Report: How To Reach Young Consumers
    March 1, 2011 | Jacqueline Anderson

    Young consumers are now connected to media almost at all times — which would rationally lead you to think that the more places they are connected, the more ways there are (and the easier it is) to...

  • Report A Market Researcher's Introduction To The Future Of Online Customer Experience

    June 30, 2010 | Reineke Reitsma

    The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is...

  • Report The Opportunities And Challenges Of Mobile Research

    Mobile Research Adds "Anytime, Anywhere" To The Research Mix
    July 20, 2009 | Reineke Reitsma

    Mobile research is still limited in uptake, but it will gain momentum in the years to come as mobile Internet penetration grows. Its mobility and flexibility offer consumer market research...

  • Report Building The Perfect Bundle

    Use Quantitative Methods To Pinpoint What Consumers Want And How Much They Will Pay
    June 29, 2009 | Doug Williams

    Bundles have emerged as a strong opportunity for service providers to drive acquisition and improve customer retention, but only 20% of US online consumers subscribe to voice, broadband, and pay-TV...

  • Report Hispanic Social Technographics® Revealed

    Hispanic Consumers Load Up On Social Media
    August 22, 2008 | Tamara Barber

    Forrester's Social Technographics® profiles reveal that online Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement....

  • Webinar Selling Telecommunications To The Home Worker

    May 19, 2008 | Sally M. Cohen

    The market of home workers — telecommuters or consumers who run a business from home — is growing. And as residential service providers seek out new growth opportunities for their...

  • Report Designing Interactions For An Aging Population

    Are Old People Getting Wired, Or Are Young People Just Getting Old?
    July 31, 2007 | Elizabeth Boehm

    The oldest members of the baby boom generation hit 60 this year, signaling the first edge of an unprecedented tidal wave that will swell the ranks of senior technology users. But today's seniors...

  • Report Best Practices In SOHO Research

    Maximize The Precision And Usefulness Of Small Office/Home Office Studies
    May 14, 2007 | J. P. Gownder

    Market researchers often ask Forrester about how to precisely measure the market opportunity for their products among small office/home office (SOHO) buyers. The best approach? Disaggregate into...

  • Report Consumers' Behavior Online: A Deep Dive

    Behavioral Targeting Is A Gold Mine For Interactive Marketers
    January 4, 2007 | Ted Schadler

    Forrester tracks more than 150 activities, diving deep into 38 common and emerging media, shopping, communications, entertainment, and social networking online activities. The results are sometimes...

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