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Posted by Jackie Rousseau-Anderson on September 22, 2010
Yes, we did it again: Hot off the presses, I’d like to present our annual State Of Consumers And Technology: Benchmark Data Overview report . If you need to know anything about consumers and technology, then you need to read this report!
As usual, we’ve analyzed the newest installment of our consumer benchmark survey and updated the numbers on everything from mobile Internet adoption to home network proliferation. In fact, most anything related to consumers and their use of and interest in technology can be found in these pages!
In this year’s report, we segmented consumers by generation, examining Gen Y, Gen X, Younger Boomers, Older Boomers, and Seniors. This view provides some very interesting and actionable consumer insights into how technology behaviors vary across generations. Which devices are Gen Xers more likely to own? Who’s spending the most money online? How are Boomers engaging with mobile? All these questions are addressed throughout the report. The graphic below shows, for example, how the generations compare across mobile adoption.
A few other interesting general insights we uncovered:
The report is based off of the annual mail survey we run in our North American Technographics®program. For those of you who aren't familiar with our benchmark survey, it's an annual mail survey that we've been fielding since 1998. This year, we received 42,785 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 on 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 both on- and offline consumers in a variety of ways, including the more than 400 brands we ask about.
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