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Posted by Gina Fleming on January 29, 2014
We just published our annual report on The State Of Consumers And Technology: Benchmark 2013, US. This data-rich report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for consumers’ level of technology adoption, usage and attitudes. Our annual benchmark report is based on Forrester's Technographics® online benchmark survey that we've been fielding since 1998. The report covers a wide range of topics, such as online activities, social media activities, retail behaviors and preferences, and device usage—for ‘traditional’ technologies like TVs and laptops—as well as more emerging technologies like smartphones, tablets and wearables.
We analyze our findings through a generational lens, including Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. While most Americans are already online, we are seeing major strides in mobile Internet access. In 2013, all generations are connected—81% of the US adult population goes online. But there are still generational differences in smartphone usage: Seven of ten Gen Zers and Gen Yers use a smartphone, but only 18% of the Golden Generation do.
Gen Yers continue be the early adopters of new technologies and not only show wide-scale usage of smarpthones and tablets, but are also starting to show signs of using emerging technologies like wearable devices. The graphic below shows the percentage of US online adults who currently use and would be interested in using emerging technologies. While the overall US adult population has significant interest in these technologies, it’s the Gen Yers who are most likely to use these types of devices.
The report goes into rich depth about consumer technology usage and behaviors, but here are a few highlights:
These are just a sneak peak at the insights we capture. Our analysis is based on Forrester’s annual online benchmark survey that we run in our North American Technographics program. The full data set includes almost 2,000 data points and data on more than 150 US brands. We received over 61,000 completed questionnaires in the US alone (we also cover Canada). It is our biggest consumer survey — in fact, it's the biggest and longest-running survey of consumers and technology in the world — and it covers the impact of technology on a variety of consumer markets, including automotive, consumer technology, banking, healthcare, marketing, media, retail, and travel. Please contact me if you'd like more information.
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