“The State Of Consumers And Technology: Benchmark 2012, US” Shows How Consumers Connect

I am delighted to announce that our annual report on The State Of Consumers And Technology: Benchmark 2012, US is now available. This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers have changed over the years. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual Technographics® online benchmark survey that we've been fielding since 1998 and for which we interview close to 60,000 US online adults. The report covers a wide range of topics, such as online activities, device ownership — including penetration data and forecasts for smartphones and tablets — media consumption, retail, social media, and a deep dive on mobile.

We analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. Age is a key factor behind consumers’ usage of and attitudes toward technology. However, one finding spans the generations: Consumers of all ages embrace the opportunity to find information and connect with people and brands wherever they are. And while online penetration in the US remains the same as a year ago — at 79% of all adults — the depth of Internet usage has grown; more consumers go online on a daily basis and they connect on more devices. The graphic below illustrates our point: US smartphone owners use their device almost everywhere. They aren’t just connecting at home but wherever they go; in fact, they’re more likely to access the Internet on their phone in a store than in their own kitchen.

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