November 2, 2011 | Updated: November 21, 2011

The State Of Consumers And

Technology: Benchmark 2011, US
by Gina Sverdlov
for Market Insights Professionals
Making Leaders Successful Every Day
For Market Insights Professionals
ExECUTI vE SUMMAry
Tis report is a graphical analysis of Forresters North American
Technographics Online Benchmark Survey, Q3 2011 (US, Canada).
It provides a generational overview of US consumers demographics,
behaviors, and technology attitudes. We have included forecasts on the
adoption of PCs (laptops and desktops), Internet, broadband, high-
defnition televisions (HDTVs), tablets, and netbooks. Our analyses
over time show that the past predicts future technology trends and
technology adoption follows certain patterns. For example, technologies
like HDTVs, which were uncommon in most households just three
years ago, are now in almost 60% of US online households. And today,
led by Gen Xers and Gen Yers, we see even more advanced technologies
like 3D and Internet-connected TVs beginning to enter US homes and
set to continue along the adoption curve in the coming years. Market
insights professionals should use this analysis to better understand how
to engage with and target diferent generations.
TABlE OF CONTENTS
Connectivity Is The Norm
Forecast: US Technology Adoption, 2006 To 2015
US Consumers Are Connected
Generational view Of Device Adoption
A Generational look Into Mobile Usage
Online Channels Not Far Behind Ofine For Many Activities
Inside view: Online Shopping Habits
Social Networking Shows Generational Gap
Using The Data: 57,924 US Online Individuals, 497 Brands
Supplemental Material
2
4
5
6
7
9
10
11
12
12
by Gina Sverdlov
with reineke reitsma,
Amelia Martland, and
Samantha yanling Jaddou
November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology:
Benchmark 2011, US
North American Consumer Technographics
2011 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and
Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective
owners. Reproduction or sharing of this content in any form without prior written permission is strictly prohibited. To
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information, see Forresters Citation Policy located at www.forrester.com. Information is based on best available resources.
Opinions refect judgment at the time and are subject to change.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
2
CONNeCTIvITy IS The NOrM
For the ffh year now, we have examined our North American Technographics benchmark survey to
understand the attitudes and behaviors that shape consumer technology adoption and preferences.
1

With 79% of US adults going online at least monthly and 78% of those adults going online daily, we
are focusing this years analysis on the US online population.
2
Te headline is simple: Te mobility
and connectivity of devices today mean that consumers can connect whenever and wherever. Today,
owning a mobile phone is the norm (93% of online adults), and the average online consumer owns two
connected devices.
3
Gen Xers (ages 32 to 45) and Gen Yers (ages 23 to 31) are leading the technology
adoption curve about six out of 10 Gen Yers and almost half of Gen Xers own a smartphone. Similarly,
more than 60% of both Gen Yers and Gen Xers own an HDTV, and more than 45% are consuming
online content for magazines, newspapers, radio, and TV. Tese generations are also the frst adopters of
tablets, already showing an 11% penetration rate. As prices for devices continue to decrease and multiple
connected devices become the norm, companies need to leverage these connections to increase the value
they bring to their customers and by doing so, grow customer loyalty.
4
Troughout the past 13 years that Forrester has collected large-scale data on consumers technology
behaviors, weve seen the growing importance of digital technology in consumers lives. Upon further
analysis, we found that:
Gen Zers are managing their social lives with digital channels. Members of this young generation
especially are living their social lives through multiple devices 98% of online Gen Zers (ages 18
to 22) have a Facebook account, 85% visit social networking sites like Facebook at least weekly, and
one-quarter post updates on Twitter at least weekly. And these consumers are taking advantage of
the mobile revolution to bring their social networks with them wherever they go: More than half of
Gen Zers already regularly access social networking sites from their mobile phones. Given their high
social media usage, its no surprise that Gen Zers also use social media to interact with brands more
than any other generation. Tey like the most brands on Facebook, follow the most brands on
Twitter, and have downloaded the most brand-related mobile apps.
5
Tis young generation, however,
is not a high-value target. Its main motivation for interacting with brands online is to receive
discounts: 54% of this generation expects discounts in exchange for interaction, the highest among
all of the generations.
6
Gen Yers are connected everywhere and all the time. Afer Gen Z, Gen Yers are the ones who
most ofen connect online outside of the home. And with 58% of Gen Yers owning a smartphone
and seven out of 10 accessing the mobile Internet at least monthly, these consumers are connected
wherever they are. Tey are among the frst to adopt the newest devices and are leading the adoption
curve for tablet devices. Six in 10 Gen Yers either currently own a tablet or plan to buy one. As
devices have become increasingly afordable, owning multiple devices is the norm: More than two-
thirds of Gen Yers own multiple connected devices, and about one-third own three or more. Gen
Yers are the generation that has already moved much of its media consumption online: Tey are
more likely to read news online, and two-thirds regularly watch television online.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
3
Gen Xers are embracing the functional benefts of technology. Tese consumers are taking
advantage of various online and mobile capabilities to simplify many aspects of their lives. From
banking to shopping, the Internet has transformed daily activities for these consumers. With 74%
of online Gen Xers banking online and 18% using their mobile phone to bank, many of these
consumers are replacing in-branch interactions with online activity.
7
Whats more, the Internet has
become a ubiquitous channel for shopping among Gen Xers more than 70% of this generation has
researched and more than 80% has purchased products or services online in the past three months.
Due to their lifestyle they are ofen in families with small children members of this generation
own the most video-related devices, like a home theater audio system or a digital video recorder
(DVR) service.
Boomers are lagging behind younger generations in technology adoption. Both Younger
Boomers (ages 46 to 55) and Older Boomers (ages 56 to 66) show lower technology adoption than
younger generations in almost all areas: Tey own fewer devices, they are less likely to access the
Internet outside of the home, and they are slower to adopt newer technologies like tablets. Boomers,
however, are not far behind in embracing the Internet for their shopping needs two out of three
Boomers have researched a product or service online in the past three months, and more than seven
out of 10 have made an online purchase during the same time frame. Boomers are the generations
with the highest online spending levels: Older Boomers spent an average of $367 online in the past
three months, about $75 more than the general population.
8
Te Golden Generation is sticking to more traditional technologies. Despite the introduction
of PCs relatively late in their lives, members of the Golden Generation have adopted traditional
technologies: Tey show the highest ownership of desktop PCs and printers. With about half of them
going online at least monthly, the Golden Generation has the lowest Internet usage rate.
9
While this
generation is still consuming most media ofine, 20% read online magazines and 41% read online
newspapers. In addition to using the Internet to access information, almost 40% of people in this
generation send or receive photos by email. Technologies that appeal to this generation have to
meet an existing need whether its staying informed about the news, connecting with family, or
managing healthcare. For example, about one-third of this generation has used an online healthcare
tool to help with a health decision.
10
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
4
FOreCaST: US TeChNOlOGy aDOpTI ON, 2006 TO 2015
Forecast: US Technology Adoption, 2006 To 2015 1- 1
(in millions)
0
20
40
60
80
l00
l20
l40
l60
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
2006 2007 2008 2009 2010 2011 2012 2013
Forecast
2014 2015
Household level*
US households
Broadband
HDTv
Individual level

Desktop PC users
Notebook/laptop PC users
Netbook/mlnl-PC users
Tablet PC users
US households
Broadband (households)
Desktop PC (lndlvlduals)
Notebook/laptop PC (lndlvlduals)
Netbook/mlnl-PC (lndlvlduals)
Tablet PC (lndlvlduals)
US population
US online population
ll5.5 ll6.7 ll7.7 ll8.9 l20.2 l2l.4 l22.7 l24.0 l25.3 l26.6
54.6 65.3 74.2 80.5 85.9 89.9 93.l 95.7 97.9 99.9
26.3 36.9 48.2 58.7 70.7 8l.5 90.6 95.9 l00.7 l04.2
N/A N/A l34.8 l37.8 l38.4 l36.2 l33.9 l3l.5 l29.l l26.6
N/A N/A 75.5 89.5 99.3 l09.3 ll7.8 l26.0 l32.8 l39.6
N/A N/A 7.3 l5.l 20.6 24.5 27.3 29.6 3l.3 32.7
N/A N/A N/A N/A l0.3 26.0 50.7 67.7 76.l 82.l
204.5 2l2.9 223.7 235.0 242.l 247.l 252.l 257.2 262.3 267.5
299.5 302.2 305.0 307.7 3l0.4 3l3.l 3l5.8 3l8.5 32l.2 323.9
`8ase: US households

8ase: US lndlvlduals
Source: Porrester's Porecastvlew forecasts, see the spreadsheet onllne for full detalls
HDTv (households)
In 2011, the US online population
has reached 247 mllllon, and about 79% of the total
populatlon ls accesslng the |nternet regularly. Along wlth
the hlgh lncldence of onllne users comes a strong growth
ln connected devlces. Tablets grew the fastest ln 20ll,
showlng more than l50% growth from 20l0. Nearly l6
mllllon consumers added a tablet to thelr collectlon of
devlces ln 20ll, and Porrester forecasts that the number of
tablet owners wlll reach more than 50 mllllon ln 20l2.
Hlgh-denltlon Tv (HDTv) uptake, whlle slowlng from 22%
growth ln the prevlous two years, showed double-dlglt
growth once agaln wlth a l5% lncrease from 20l0.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
5
US CONSUMerS are CONNeCTeD
Younger Generations Go Online At Many Locations Outside Of The Home 2- 4
Where do you go online using a computer?
8ase: 57,924 US onllne adults
(multlple responses accepted)
Total US online adults
Gen Z
(l8-22)
Gen Y
(23-3l)
Gen X
(32-45)
Younger
Boomers
(46-55)
Older
Boomers
(56-66)
Golden
Generation
(67+)
|nternet cafe
Airport
Outdoors
Pestaurant/conee shop
School
Library
Hotel
Prlend or relatlve's house
work 49%
l0% 8% 5% 3% 2% l%
l2% l4% ll% 6% 5% 2%
l7% l4% ll% 6% 4% 2%
2l% l9% l2% 6% 4% 2%
65% 20% 6% 2% l% 0%
35% l6% 9% 9% 7% 4%
l8% l8% l8% l3% l0% 6%
44% 3l% l7% 9% 8% 6%
40% 66% 63% 48% 3l% 8%
5%
9%
9%
ll%
ll%
l2%
l5%
l8%
Outside of home:
Where do you go online using a computer?
83%
8l%
73%
60%
45%
23%
64%
2- 3
Younger Generations Go Online
Wherever They Are
Gen Z
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
8ase: 57,924 US onllne adults
Total US onllne adults
2- 2
Gen Yers Lead In Owning Multiple
Connected Devices
Gen Z
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
Note: Connected devlces lnclude any type of desktop
computer, laptop computer, netbook, tablet, or smartphone.
8ase: 57,924 US onllne adults
Average
Number of connected devices owned:
Total US onllne adults
None l 2 3+
0% 20% 40% 60% 80% 100%
2.0
l.9
l.6
l.5
l.3
l.5
l.9
Generation X Is The Largest Generation In The US 2- 1
8ase: 8,557 US onllne adults and 57,924 US onllne adults
Source: North Amerlcan Technographlcs' 8enchmark Survey, Q2/Q3 20ll (US, Canada) and North Amerlcan Technographlcs
Onllne 8enchmark Survey, Q3 20ll (US, Canada)
11
Gen Z
l4.5M
Gen
34.9M
Gen X
52.3M
ounger 8oomers
32.4M
Golden
Generatlon
l6.6M
Older
Boomers
29.6M
Total online
population
180.3M
Generations show varying levels of
connectlvlty. Gen ers, who account for l9% of the US onllne
populatlon, take the lead ln ownlng multlple connected
devlces: More than 80% of Gen Zers and Gen ers go onllne
outslde of the home regularly, accesslng the |nternet at
many dlnerent locatlons.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
6
GeNeraTI ONal vI ew OF DevI Ce aDOpTI ON
Generations Show Distinct Technology Ownership Patterns 3- 1
Please indicate which of the following devices you own and personally use.
Gen
(23-3l)
Gen X
(32-45)
ounger 8oomers
(46-55)
Golden Generatlon
(67+)
Gen Z
(l8-22)
Older Boomers
(56-66)
8ase: 57,924 US onllne adults
(multlple responses accepted)
0% 20% 40% 60% 80% l00%
Any type of printer
Digital photo frame
e8ook reader
Portable GPS/navlgatlon devlce
Satelllte radlo
Dlgltal vldeo camcorder
Dlgltal stlll camera
Portable MP3 player
Unlversal remote control
Home theater audio system
8lu-ray Dlsc player
DvP devlce
Dlgltal vldeo recorder (DvP) servlce
A standalone DVD player
|nternet-connected Tv
3D-capable HDTv
Hlgh-denltlon Tv (HDTv) set
Tablet computer
Netbook computer
Laptop computer
Desktop computer
Other vldeo game console
Nlntendo DS/DSl/3DS
PlayStatlon Portable
Nlntendo wll vldeo game console
PlayStatlon 3 vldeo game console
Xbox 360 vldeo game console Gaming
Computers
TVs
Devices
Looking at technology behaviors
through the generatlonal lens reveals great dlnerences ln
devlce ownershlp across groups. Gen ers are the rst to
adopt newer technologles: They lead the adoptlon of
tablets, |nternet-connected Tvs, 3D Tvs, and 8lu-ray Dlsc
players. The Golden Generatlon has hlgh ownershlp of
more tradltlonal technologles llke desktop computers and
prlnters. Gen Xers, who account for more than one-quarter
of the US onllne populatlon, embrace entertalnment
devlces llke HDTvs, DvPs, and home theater systems.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
7
a GeNeraTI ONal lOOk I NTO MOBI le USaGe
8ase: 53,708 US onllne adults wlth a moblle phone
Who is the cell phone service provider for your primary cell phone?
(Top slx response optlons shown)
Older Boomers
(56-66)
Golden Generatlon
(67+)
Gen X
(32-45)
Younger Boomers
(46-55)
Gen
(23-3l)
Gen Z
(l8-22)
Total
US online
adults
Verizon Wireless (Alltel)
AT&T
Sprlnt
T-Moblle
TracPone
Virgin Mobile
9%
9%
8%
l0%
2%
8%
2l%
22%
23%
23%
20% 6%
l5%
29%
3l%
35%
32%
24%
30%
l8%
l6%
l7%
l5%
28%
2l%
l6% 8%
l5% 7%
l3% 5%
l3% 6%
l9%
l6% l0%
35%
30%
10%
9%
5%
2%
Verizon Wireless And AT&T Dominate The US Mobile Market 4- 3
8ase: 53,708 US onllne adults wlth a moblle phone
(percentages may not total l00 because of roundlng)
What brand is your primary cell phone handset?
Other
l3%
Nokla
6%
HTC
7%
8lack8erry
7%
Motorola
l3% Apple lPhone
l3%
LG
l9%
Samsung
22%
Samsung is the top mobile
phone brand for all generations
except Gen Y the iPhone is
the most popular brand among
this young generation.
Samsung And LG Are The Leading Mobile Brands 4- 2
8ase: 57,924 US onllne adults
`8ase: 53,708 US onllne adults wlth a moblle phone
4- 1
Mobile Penetration Has Reached
Saturation For All Generations
Total US
online
adults
Gen Z Gen Gen X Younger
Boomers
Older
Boomers
Golden
Genera-
tion
Own a moblle phone Own a smartphone`
96%
47%
97%
58%
95%
49%
9l%
29%
89%
l9%
82%
9%
93%
38%
As mobile technology reaches new levels of
sophlstlcatlon, the moblle behavlor of US consumers
follows. Almost all onllne US adults own a moblle phone,
more than one-thlrd own a smartphone, and close to half
access the moblle |nternet at least monthly. Gen ers are
the most sophlstlcated moblle users: 58% own a
smartphone, and 67% fall lnto Porrester's SuperConnecteds
moblle segment, the most advanced moblle users. They use
thelr moblle phones for a number of actlvltles, lncludlng
uslng personal emall, playlng games, and checklng news,
sports, and weather. Sendlng or recelvlng SMS/text
messages ls stlll the most popular moblle actlvlty across all
generatlons, although the lncldence varles strongly: 93% of
Gen Zers text at least monthly, compared wlth l8% of the
Golden Generatlon.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
8
SuperConnecteds
Entertainers
Connectors
Communlcators
Talkers
|nactlves
Two In Three Gen Yers Are SuperConnecteds 4- 7
8ase: 57,924 US onllne adults
Gen Z
(l8-22)
Total US online adults
Gen Y
(23-3l)
Gen X
(32-45)
Younger
Boomers
(46-55)
Older
Boomers
(56-66)
Golden
Generation
(67+)
59% 67% 55% 3l% l9% 8%
54% 56% 42% 20% ll% 4%
l0% l3% l6% l0% 5% 2%
26% l9% 20% 25% l6% 9%
5% 7% l5% 30% 5l% 64%
4% 3% 5% 9% ll% l8%
43%
33%
ll%
20%
26%
7%
A spreadsheet wlth denltlons for Porrester's Moblle Technographlcs' ladder ls avallable onllne.
Gen Yers Are The Most Active Mobile Phone Users 4- 6
8ase: 53,708 US onllne adults wlth a moblle phone
0% 20% 40% 60% 80% l00%
watch vldeo/Tv
Update/use a calendar
Check news/sports/weather
Look up dlrectlons or maps
Access soclal networklng sltes (e.g., Pacebook)
Llsten to muslc
Play games
Access the |nternet
Send or recelve personal emall
Send or recelve SMS/text messages
How frequently do you do the following activities on your primary cell phone? (Monthly or more)
Total US onllne adults Gen Gen X ounger 8oomers Golden Generatlon Gen Z Older Boomers
8ase: 53,708 US onllne adults wlth a moblle phone
4- 5
More Than 70% Of Gen Yers With A
Mobile Phone Have 3G Or 4G Service
Which of the following features does your
primary cell phone have?
G
e
n

Z
G
e
n
Y
G
e
n

X
Y
o
u
n
g
e
r

B
o
o
m
e
r
s
O
l
d
e
r

B
o
o
m
e
r
s
G
o
l
d
e
n

G
e
n
e
r
a
t
i
o
n
T
o
t
a
l

U
S

o
n
l
i
n
e
a
d
u
l
t
s
3G network
compatlblllty
55% 58% 48% 30% 2l% ll% 40%
4G network
compatlblllty
ll% l3% ll% 7% 5% 2% 9%
8ase: 53,708 US onllne adults wlth a moblle phone
4- 4
Two In Three Gen Yers Use Mobile
Internet
Total US
online
adults
Gen Z Gen Gen X ounger
Boomers
Older
Boomers
Golden
Genera-
tion
6l%
68%
58%
34%
2l%
l0%
46%
Use the Internet monthly or more:
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
9
ONlINe ChaNNelS NOT Far BehIND OFFlINe FOr MaNy aCTIvITIeS
Consuming Media Is Becoming Popular Online 5- 2
8ase: 57,924 US onllne adults
Listening to radio
Media consumed at least weekly:
Gen Z (l8-22)
74%
64%
45%
27%
20%
l2%
40%
9l%
9l%
9l%
88%
87%
88%
90%
Gen (23-3l)
Gen X (32-45)
ounger 8oomers (46-55)
Older 8oomers (56-66)
Golden Generatlon (67+)
Total US onllne adults
Reading magazines
Watching TV
Online
Oine
Gen Z
49%
54%
48%
35%
28%
20%
4l%
68%
75%
76%
75%
76%
80%
75%
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
Total US onllne adults
Online
Oine
Gen Z
60%
59%
48%
33%
24%
l4%
4l%
82%
87%
87%
84%
79%
74%
83%
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
Total US onllne adults
Reading newspapers
Online
Oine
Gen Z
55%
66%
62%
53%
49%
4l%
57%
56%
59%
68%
75%
76%
82%
69%
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
Total US onllne adults
Online
Oine
Top 10 Networks Watched On TV And Visited Online Dier Signicantly 5- 1
Watch this
network
regularly
Visit this
networks
website
at least
monthly
ABC 6l% The weather Channel l8%
C8S 58% LSPN l5%
POX 54% CNN l4%
N8C 50% ABC l4%
Dlscovery Channel 37% A&E l3%
USA Network 34% Pood Network l3%
TNT 33% Comedy Central l2%
Pood Network 32% Dlscovery Channel l2%
T8S 32% AMC l2%
History 32% History ll%
8ase: 35,l03 US onllne adults
(multlple responses accepted)
Source: North Amerlcan Technographlcs' Onllne 8enchmark Pecontact Survey, Q3 20ll (US, Canada)
Which of the following TV channels do you regularly watch on TV?
Which network websites do you visit at least once a month?
Online media consumption is most
popular among Gen Zers and Gen ers. Almost
three-quarters of Gen Zers watch Tv onllne, and about 60%
of both Gen Zers and Gen ers llsten to onllne radlo. Older
generatlons have moved some of thelr consumptlon
onllne: About one-thlrd of 8oomers read magazlnes onllne,
and half read newspapers on the |nternet.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
10
I NSI De vI ew: ONlI Ne ShOppI NG haBI TS
Top Products Bought Online Vary By Generation 6- 2
Which of these products have you researched/purchased online in the past three months?
8ase: 44,438 US onllne adults who have bought products/servlces onllne ln the past three months
(multlple responses accepted)
6% 6% 4% 3% l% l% Moblle phone (handset wlthout plan) l8% 4%
7% 9% 9% 7% 6% 7% Pood and beverages/grocerles 22% 8%
8% ll% l4% 5% 6% 5% Toys l6% 9%
8% 9% l2% l3% l7% l7% Prlnter supplles l9% l2%
8% 8% 7% 7% 7% 7% 1ewelry l5% 7%
ll% l3% l2% ll% ll% l0% Cosmetlcs/beauty products l8% l2%
l2% l6% l5% l3% l2% ll% 8ooks (dlgltal) l8% l4%
l5% l2% l0% 8% 6% 5% Computer hardware 2l% 9%
l6% l2% l0% 8% 7% 8% Computer software 20% l0%
2l% l9% l6% l2% 9% 8% Consumer electronlcs 3l% l5%
24% l9% l7% l2% 9% 5% Muslc 22% l5%
25% 23% 20% l6% l3% 8% vldeos/DvDs 27% l8%
25% 22% l7% 8% 4% l% Dlgltal muslc/vldeo l6% l4%
28% 3l% 26% l8% l2% 8% Lvent tlckets 32% 22%
3l% 23% l6% 6% 3% 2% Video games 22% l4%
32% 30% 28% 25% 25% 27% 8ooks (prlnted) 35% 28%
38% 37% 33% 28% 27% 27% Apparel/clothlng and accessorles 37% 32%
Purchased online
Total US online adults:
Gen Z
(l8-22)
Gen Y
(23-3l)
Gen X
(32-45)
Younger
Boomers
(46-55)
Older
Boomers
(56-66)
Golden
Generation
(67+)
Pesearched onllne Purchased onllne
In the past three months, have you researched/purchased
any products/services online?
8ase: 57,924 US onllne adults
`8ase: 4,73l US onllne adults
`Source: North Amerlcan Technographlcs' Petall Onllne Survey,
Ql 20ll (US)
Gen Z
Gen
Gen X
ounger 8oomers
Older Boomers
Golden Generatlon
Total US onllne adults
8l%
85%
8l%
72%
7l%
64%
77%
73%
75%
72%
67%
66%
57%
69%
Average
spent online
in past three
months*
$l38
$264
$3ll
$3l8
$367
$259
$292
6- 1
Online Shopping Appeals To All
Generations
Pesearched onllne Purchased onllne
Online shopping is popular among all
generatlons. The ma[orlty of US adults have researched and
purchased a product or servlce onllne ln the past three
months. Onllne shopplng ls one area where 8oomers and
the Golden Generatlon are not far behlnd younger
generatlons. More than 70% of 8oomers and 64% of the
Golden Generatlon have made an onllne purchase ln the
past three months. |n fact, Older 8oomers are the ones who
spend the most online among all generations: In the past
three months, they spent an average of $367, more than
double the amount Gen Zers spent onllne.
The favorlte products researched and bought among all
generatlons are apparel and prlnted books. Overall, onllne
purchaslng behavlor ls a good renectlon of the generatlons'
lnterests and llfestyle: ounger generatlons are more llkely
to buy event tlckets, vldeo games, and muslc than 8oomers
or the Golden Generatlon. Only a few categorles are
age-agnostlc, llke cosmetlcs and food/grocerles.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
11
SOCI al NeTwOrkI NG ShOwS GeNeraTI ONal Gap
Social Usage By Generation 7- 3
8ase: 57,924 US onllne adults
How frequently do you do each of the following activities? (At least weekly)
Total US onllne adults Gen Gen X ounger 8oomers Golden Generatlon Gen Z Older Boomers
0% 20% 40% 60% 80% 100%
Pead other people's updates on Twltter
Post updates on Twltter
Update your status on a soclal networklng slte
Add comments to someone's page or prole on a soclal networklng slte
Update/malntaln a prole on a soclal networklng slte
vlslt soclal networklng sltes
Creators, Critics, And Conversationalists Are Dominated By Younger Generations 7- 2
24%
36%
36%
23%
68%
73%
l4%
Creators
Conversatlonallsts
Crltlcs
Collectors
Joiners
Spectators
|nactlves
8ase: 57,924 US onllne adults
Gen Z
Total US online adults
Gen Y Gen X
Younger
Boomers
Older
Boomers
Golden
Generation
46% 37% 26% l5% l2% 9%
65% 56% 4l% 24% l5% 9%
54% 50% 38% 29% 25% l8%
42% 39% 26% l4% l0% 7%
90% 85% 73% 60% 5l% 42%
94% 88% 77% 64% 59% 52%
l% 4% l0% l9% 24% 3l%
A spreadsheet wlth denltlons for Porrester's Soclal Technographlcs' ladder ls avallable onllne.
Facebook Dominates Social Networking Activity 7- 1
Which social networking sites do you have an account with?
Pacebook
Llnked|n
Twltter
Other soclal networklng slte
8ase: 42,773 US onllne adults who vlslt soclal networklng sltes or update/malntaln a prole
on a soclal networklng slte and have a soclal networklng account
(multlple responses accepted)
Gen Z
(l8-22)
Gen Y
(23-3l)
Gen X
(32-45)
Younger
Boomers
(46-55)
Older
Boomers
(56-66)
Golden
Generation
(67+)
Total US
online
adults
98%
l5%
38%
9%
97%
3l%
34%
7%
95%
35%
25%
5%
95%
27%
l5%
3%
95%
25%
ll%
3%
98%
l7%
8%
2%
96%
28%
24%
5%
MySpace 32% 3l% 23% l7% l2% 7% 22%
The level of social networklng engagement
has a strong generatlonal dlnerence. Gen Zers are the most
actlve soclal networkers: They are most llkely to post
updates on Twltter, vlslt soclal networklng sltes, and update
thelr proles at least weekly. Pacebook ls the leadlng soclal
network for all, but younger generatlons are far more llkely
to have a Twltter or MySpace account.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
12
USING The DaTa: 57,924 US ONlINe INDIvIDUalS, 497 BraNDS
In addition to this format, the North American Consumer Technographics product is a rich data asset that
Forrester clients may tap for market research, product planning, and go-to-market strategy assessment.
Te survey includes almost 1,500 data points and data on nearly 500 North American brands.
SUppleMeNTal MaTerIal
Methodology
Forrester conducted its North American Technographics Online Benchmark Survey, Q3 2011 (US,
Canada), an online survey felded in July 2011 of 64,515 US and Canadian online adults ages 18 to 88.
For results based on a randomly chosen sample of this size (N = 64,515), there is 95% confdence that the
results have a statistical precision of plus or minus 0.39% of what they would be if the entire population
of North American online individuals ages 18 and older had been surveyed. Forrester weighted the data
by age, gender, income, broadband adoption, and region to demographically represent the adult US
and Canadian online populations. Te survey sample size, when weighted, was 63,644. (Note: Weighted
sample sizes can be diferent from the actual number of respondents to account for individuals generally
underrepresented in online panels.) Please note that this was an online survey. Respondents who
participate in online surveys generally have more experience with the Internet and feel more comfortable
transacting online. Te data is weighted to be representative of the total online population on the
weighting targets mentioned, but this sample bias may produce results that difer from Forresters ofine
benchmark survey. Te sample was drawn from members of MarketTools online panel, and respondents
were motivated by receiving points that could be redeemed for a reward. Te sample provided by
MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools
panel for this particular survey, they have previously chosen to take part in the MarketTools online panel.
You can fnd more information about the data on the Survey & Data page online. From this page, you
will be able to download the Survey Instrument.
eNDNOTeS
1
For the past four years, Forrester has used the North American Technographics mail benchmark survey. Tis
year, we used the online benchmark survey.
2
Source: North American Technographics Benchmark Survey, Q2/Q3 2011 (US, Canada).
3
Connected devices include any type of desktop computer, laptop computer, netbook, tablet, or smartphone.
4
Source: North American Technographics Online Benchmark Survey, Q3 2011 (US, Canada).
5
According to the North American Technographics Online Benchmark Recontact Survey, Q3 2011 (US, Canada),
Gen Zers like an average of 12 brands on Facebook, follow an average of 10 brands on Twitter, and have an
average of three brand-related mobile apps.
2011, Forrester research, Inc. reproduction Prohibited November 2, 2011 | Updated: November 21, 2011
The State Of Consumers And Technology: Benchmark 2011, US
For Market Insights Professionals
13
6
According to the North American Technographics Online Benchmark Recontact Survey, Q3 2011 (US, Canada),
54% of Gen Zers and Gen Yers prefer brands to give them discounts in exchange for their interaction, compared
with 39% overall.
7
According to the North American Technographics Financial Services Online Benchmark Recontact Survey, Q3
2011 (US), online Gen Xers have the second highest incidence of online banking to Gen Yers.
8
Younger Boomers spent an average of $318 during the past three months online. Tis is in sharp contrast to Gen
Zers, who spent about $138. Source: North American Technographics Retail Online Survey, Q1 2011 (US).
9
Source: North American Technographics Benchmark Survey, Q2/Q3 2011 (US, Canada).
10
Te most common online health tool among the Golden Generation is an online drug cost comparison; 16%
of online adults in this generation have used this. Source: North American Technographics Healthcare Online
Survey, Q3 2011 (US).
11
Forrester calculated the population numbers in millions by multiplying the percent of US online adults in each
generation from the North American Technographics Online Benchmark Survey, Q3 2011 (US, Canada) by a
population weighted percent of US online adults from the North American Technographics Benchmark Survey,
Q2/Q3 (US, Canada).
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