Forrester Blogs › Category: Technographics

The Data Digest: How US Youth Multitask

Posted by Reineke Reitsma on the Data Insights Professionals Blog on May 7, 2010

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Reineke Reitsma

A couple of weeks ago I published a Data Digest on European consumers’ media consumption. One of the questions that always comes up when I present this data to clients is how focused consumers are when they're watching TV or using the Internet. Our Technographics® data shows that consumers aren't focused at all: About 40% of US youth were watching TV the last time that they used the Internet, and a third were texting.

But consumers don’t just multitask across different channels; they also do many different things on the PC at the same time. We asked European consumers the following question: "Which of the following activities do you regularly do at the same time when you’re using your PC (by that we mean that you are combining multiple activities)?" About half of European youth use IM when using the Internet, and about 60% listen to music. Undivided attention is something that's hard to find these days.

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The Data Digest: Brand Attitudes Of Online African Americans

Posted by Reineke Reitsma on the Data Insights Professionals Blog on April 23, 2010

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Reineke Reitsma

In general, online African Americans are less well-off and spend less while shopping online  compared with other online consumers. However, several factors point to the opportunity of further engaging with this group. Our Technographics® research shows that African American online users are much less annoyed by the amount of advertising today compared with online users overall: 60% of the US online population agree that they are annoyed by advertising, versus only 39% of online African Americans. Furthermore, ads inform the purchase decisions that online African Americans make: Nearly twice as many African American online users (27%) as overall online users (15%) agree that ads help them decide what to buy.

Furthermore, 24% of online African Americans recognize that owning the best brand is important to them, compared with only 16% of all US online consumers. Therefore, brand reputation is a much bigger influencer in their purchase decision process.

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The Data Digest: Media Consumption By Age (Europe)

Posted by Reineke Reitsma on the Data Insights Professionals Blog on April 16, 2010

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Reineke Reitsma

There’s a lot of debate around which media channels consumers access and how much time they spend on each. Our Technographics® data reveals that young Europeans spend a total of about 40 hours per week on any type of media, and this number then declines with age. The biggest drivers of young consumers’ high levels of media engagement are Internet use and time spent playing games, both of which drop dramatically among older age groups:

However, these numbers are for the total European population and include countries like Spain and Italy, where Internet uptake is lower both in general and especially among older consumers. When we look at these numbers for the UK Internet population, for example, all age groups spend around 41 hours per week on different media activities. The total time spent doesn’t change much by age group, but the type of media activity does: Older consumers spend more time watching TV and reading newspapers than younger consumers, while the time they spend on the Internet decreases.

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How demographics matter in B2B tech adoption

Posted by Tom Grant on the Application Development & Delivery Professionals Blog on March 11, 2010

Tom Grant

In case you wanted to attend tonight's open house on the demographics of B2B technology adoption, here's a pertinent diagram from a recent publication on the subject. As you can see, when they look for information, two people in the same department—an application developer and an enterprise architect—go to very different sources.

  • Conclusion 1: Demographics matter. A lot.
  • Conclusion 2: If you say that your target customer is developers, you need to take a big product marketing time-out. Not all development professionals are the same. Now march up to your room and think about that.

As important as conclusion 1 may be, it's not exactly profound. Sure, we all know that people are different, but what are the significant differences? And how should these variations affect the way we market our technology to rank-and-file developers versus the fancy-pants enterprise architects?

Many efforts at persona development break down at the very beginning, with the question, How many different personas do I need? There's no obviously correct answer to that question, especially when you haven't seen the data that indicates which demographic differences are significant, and which aren't. (Leaving aside the practical question of how many personas you can actually produce.)

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The Data Digest: How European Teens Consume Media

Posted by Reineke Reitsma on the Data Insights Professionals Blog on March 5, 2010

Reineke Reitsma

Understanding teenage behavior is an eternal challenge, not only for parents but also for content providers and product managers trying to engage them. Our Technographics research shows that European teens combine two great passions online: enjoying content such as music, video, and video gaming and communicating with friends.

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Who is the MVP of the Marketing Bowl: Social Media or Super Bowl Ads?

Posted by Augie Ray on the Marketing Leadership Professionals Blog on January 31, 2010

If you read this blog, you likely already care less about the Saints versus the Colts than you do about Super Bowl ads versus Social Media marketing. After all, the real money isn't earned from the battle on the field but in the battle that occurs during timeouts: Each player on last year's winning team earned a bonus of $83,000 while NBC earned around $213 million in ad revenue for the telecast.

A shift is occurring in the relative importance to marketers of Social Media and Super Bowl advertising.  Of course, the 2010 Super Bowl isn't the first we've seen of the marriage of Social Media and Super Bowl ads. Last year, Doritos struck gold with a UGC (User-Generated Content) ad produced by two unemployed brothers, and the brand is back this year with more UGC ads competing for even greater prize money.

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The Data Digest: Trending Consumers' Interest In Netbooks

Posted by Reineke Reitsma on the Data Insights Professionals Blog on January 29, 2010

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Reineke Reitsma

Netbooks are one of the hottest consumer product categories in the consumer technology industry at this moment - at least from an industry perspective. And yesterday, after Apple's iPad announcement, consumer electronics analysts immediately started commenting and sharing their views via blogs, and twitter.

But what I've been missing is the consumer view. Let's take a look at how interested consumers are in small computers like netbooks in general, and how this has changed in the past year.

Note: I realize that the industry may not see the iPad as a netbook but both the netbook and the iPad serve the same consumer need: an easy to carry, multifunctional mobile Internet device. So consumers are likely to compare and contrast them in the product purchase consideration cycle.

Netbooks

What we see is that consumers are mostly interested in netbooks as a second or third PC that they could use while on the go, or that they consider giving one to their children. Netbooks serve a distinct purpose, for more insight please see the report 'Netbooks Are The Third PC Form Factor' by my colleague J.P. Gownder.

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Is Twitter Fading? For Marketers It’s not Twitter that Matters but Twitterers

Posted by Augie Ray on the Marketing Leadership Professionals Blog on January 20, 2010

If you saw the headlines yesterday, you might be excused for thinking Twitter was in decline:  “Twitter's growth slows dramatically,” “Twitter popularity declines, growth slows down,” and “Read more

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The Data Digest: PC Uptake In Brazil

Posted by Reineke Reitsma on the Data Insights Professionals Blog on January 15, 2010

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Reineke Reitsma

Earlier we shared with you our excitement around our newest addition to the countries we now cover with Forrester Technographics: Latin America. For the ones less familiar with our Technographics offering, please see the text below the graphic.

Recently the data for LATAM came out of the field. Questions we cover include: How large is the PC market in Mexico and Brazil? What brand of PC have consumers purchased most recently? How are PC owners using their PCs?

Please find below some data on PC ownership in Brazil:

BrazilPC ownership

 

The PC markets in Mexico and Brazil are fairly well established, with at least half of consumers owning at least one PC in the home. Interestingly, almost half of the consumers in the low socioeconomic level in Brazil (C1C2) own at least one PC, in contrast to only one-quarter in Mexico (D+).

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