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Posted by Gina Fleming on November 3, 2011
I’d like to share with you some of the highlights from our annual The State Of Consumers And Technology: Benchmark 2011, US report. This data-rich report is an institution in the US, covering a range of topics on consumers and technology. For those of you who aren't familiar with our benchmark report, it's based on Forrester's annual survey that we've been fielding since 1998 and for which we interview close to 60,000 US adults. In fact, almost anything related to consumers and their use of and interest in technology can be found in this study.
In this year’s report, like last year, we segmented consumers by generation, examining Gen Z, Gen Y, Gen X, Younger Boomers, Older Boomers, and the Golden Generation. This view continues to provide some very interesting and actionable consumer insights into how technology behaviors vary across generations. For example, younger generations are more active on social networks; however, of those Boomers who are using social media, a similar percentage has a Facebook account or a LinkedIn account as their younger counterparts. The younger generations are far more likely to have a Twitter or MySpace account, though.
The theme of this year’s report is connectivity: How are the different generations using technology inside and outside the home and which devices do they use? Here are a few interesting general insights that we uncovered:
The report is based on the annual benchmark survey that we run in our North American Technographics® program. We've been fielding this annual survey since 1998 and this year, for the first time, we collected the data through an online methodology. We received 57,924 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. The sheer size of the Technographics sample allows us to look at online consumers in a variety of ways, including through the lens of the more than 400 brands we ask about. Please contact me if you'd like more information.
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