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Posted by Reineke Reitsma on April 10, 2013
I am delighted to announce that for the first time, our annual US consumers and technology benchmark report now has a European counterpart: "The State Of Consumers And Technology: Benchmark 2012, Europe." This report is a graphical analysis of a range of topics about consumers and technology and serves as a benchmark for understanding how consumers change their technology behaviors over time. The report, based on one of our European Technographics® surveys, 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. For Europe, we analyze our findings for five countries: France, Germany, Italy, Spain, and the UK.
With almost 75% of European adults going online at least monthly and, as the figure below shows, more than half of European online adults owning two or more connected devices, consumers in Europe are more connected today than ever before. Companies that want to interact with these new, perpetually connected customers will, however, need to take into account the differences that exist between European countries. Our analysis shows that while European consumers in each country heavily incorporate technology in their lives, there are major differences between countries in the level of Internet adoption, technology usage, and sophistication.
A few other interesting insights we uncovered:
These insights show only the tip of the iceberg in terms of the information available in the report.
We've based our analysis on Forrester's European Technographics surveys. Technographics is the biggest and longest-running survey of consumers and technology in the world — and it covers the impact of technology globally 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 150 brands we ask about. Please contact me if you'd like more information.
If you would like to learn more about how to create brand advantage with perpetually connected consumers, come to Forrester's Forum For Marketing Leaders, in Los Angeles on April 18-19 or Forrester's Marketing Leadership Forum EMEA in London on May 21-22.
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