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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 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 Online Video On TV Leads To Cord-Cutting By 2012

    March 14, 2011 | James L. McQuivey, PhD

    A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so...

  • Report People Pay For Content; They Just Don't Own It

    Why Control Of Digital Subscriptions Is The New Media Battleground
    March 4, 2011 | James L. McQuivey, PhD

    Contrary to the assertions of popular writers or influential hand-wringers, people still pay for content, spending an average of $81 per month to get their favorite media products. But how they pay...

  • Report eBook Buying Is About To Spiral Upward

    US eBook Forecast, 2010 To 2015
    November 5, 2010 | James L. McQuivey, PhD

    Since introduced the Kindle eReader in 2007, all of the industry's attention has focused on the rapid adoption and proliferation of eReaders. However, the success of the devices has been...

  • Report How To Make Connected TVs The Future Of TV

    US Connected TV Forecast, 2010 To 2015
    August 26, 2010 | James L. McQuivey, PhD

    Connected TVs are all the rage. Every TV maker features connectivity in the top half of their lineup, and major retailers have committed to only sell connected TVs by as soon as 2011. Despite this...

  • Report 3D TV Fails To Inspire Consumers In 2010

    Most People Are Happy To Wait To Upgrade To 3D TV
    August 6, 2010 | James L. McQuivey, PhD

    At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box...

  • Report How eReaders Will Fare In A Tablet PC World

    US eReader Forecast, 2010 To 2015
    July 21, 2010 | James L. McQuivey, PhD

    eReaders face a formidable challenge from the rise of tablet PCs. The iPad is already desired by more people than any single eReader, something we expect to only increase with time. However, with...

  • Report Why Google TV Is Bigger Than You Think

    How TV Will Finally Become Interactive, At Scale
    June 7, 2010 | James L. McQuivey, PhD

    Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and...

  • Report Casual Video Piracy Kept At Bay For Now

    Video Strategists Can Forestall Casual Piracy With Convenience
    March 10, 2010 | James L. McQuivey, PhD

    Online video piracy is still a minority behavior. Just 7% of US online adults regularly engage in peer-to-peer (P2P) file sharing, and less than half of them use it for video files. Meanwhile,...

  • Report How To Sell Digital Movies

    Why Digital Rights Lockers Can Work And Who To Sell Them To
    December 12, 2009 | James L. McQuivey, PhD

    Digital rights lockers — the ability for consumers to pay once for a movie and have access to that movie on any platform of their choosing, whether mobile, PC, or on the TV screen — are just about...

  • Report The Psychology Of Early Adopters

    Three Concepts From Academic Psychology Can Help Sell Newer Products
    November 17, 2009 | Abe Garon, James L. McQuivey, PhD

    Understanding how and why consumers experience the drive to adopt new products can help consumer product strategists trying to sell newer products. Concepts from academic psychology can be wedded...

  • Report US DVR Forecast, 2009 To 2014

    The DVR Pairs Up With Online Video To Shape The Future
    October 30, 2009 | James L. McQuivey, PhD

    The digital video recorder (DVR) was once considered a terrible disruptor in the TV and video business: It was going to bring an end to everything the industry holds dear. Now that it's firmly...

  • Report Blu-ray Can't Succeed With HD Video Alone

    Why The Future Of Blu-ray Depends On Serving Multiplatform Viewers
    July 8, 2009 | James L. McQuivey, PhD

    It was just over a year ago that Blu-ray vanquished its long-time rival HD-DVD. Uptake for Blu-ray has been promising: A significant 7% of US households can play Blu-ray discs at home either on a...

  • Report How Consumers Get Online Video To The TV

    The Convenience Quotient Reveals The TV-Connected PC Is The One To Watch
    June 8, 2009 | James L. McQuivey, PhD

    Online video has finally come to the living room. Forrester estimates that nearly 9 million homes in the US watch at least some online video on a TV set in a typical month. Why they do so is...

  • Report How Whole-Home Audio Products Can Find Their Rhythm

    January 30, 2009 | James L. McQuivey, PhD

    Over the past three years, a few whole-home audio devices have trickled into the marketplace from companies like Logitech and Sonos, offering consumers the ability to listen to digital content from...

  • Report How To Keep Casual Video Piracy At Bay In 2009

    December 2, 2008 | James L. McQuivey, PhD

    Video piracy has, so far, been inconvenient enough that most consumers have not given it considerable attention — for example, only 10% of US online adults say they have downloaded video files...

  • Report Video Devices Vulnerable In A Down Economy

    Consumers Are Likely To Flee To Free Home Video Options
    October 14, 2008 | James L. McQuivey, PhD

    The global economic crisis hits people at all levels, constraining spending and making it difficult for new gadgets and devices to gain momentum. At the same time, economic difficulty tends to keep...

  • Report Benchmark 2008: The Net Challenges Traditional Media For Young Eyeballs

    North American Consumer Technographics
    July 25, 2008 | James L. McQuivey, PhD

    The total time spent consuming media does not vary significantly across generations, but with younger adults spending more and more of that time online, it's clear that entertainment consumption is...

  • Report Benchmark 2008: Pay TV Is Growing Through Digital Upgrades

    North American Consumer Technographics
    July 23, 2008 | James L. McQuivey, PhD

    TV is now firmly digital — nearly 60% of US households with TVs get their service digitally in the form of satellite, digital cable, or telco TV service. Analog cable takes the biggest hit in the...

  • Report What It Really Means To Watch TV Online

    May 8, 2008 | James L. McQuivey, PhD

    The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the...

  • Report The Hard Road Ahead Of Blu-ray

    April 9, 2008 | James L. McQuivey, PhD

    In February, Toshiba officially threw in the towel and gave up its efforts to establish HD-DVD as the HD disc format of the future. To the victor — Blu-ray — go the spoils of this ugly format war....

  • Report The End Of The Music Industry As We Know It

    The State Of The Digital Audio Market 2008
    February 15, 2008 | James L. McQuivey, PhD

    The close of 2007 marked the end of a decade of decline for the music industry. Digital audio — first illegal and now legal — has permanently changed how people find, buy, and listen to music. The...

  • Report Modest Demand For Video On Demand

    TV Providers Have A Year To Make This Work, Or Web-Based Competitors Will
    February 15, 2008 | James L. McQuivey, PhD

    Video on demand (VOD) has bedeviled the television service provider market for years, first requiring massive technology investment and then persistently underperforming against expectations....

  • Report Which Magazines And Newspapers Generations Are Reading, 2007

    January 8, 2008 | James L. McQuivey, PhD

    How much time do Gen Yers, Seniors, and adults from other generations spend reading print media like newspapers and magazines? Which print brands are most popular among the different generations?

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