Forrester Research, Inc. released the results of its 2008 North American Technographics Benchmark survey, its largest annual data set about consumers' technology adoption and attitudes in the US and Canada.
A generational analysis of the survey results is available in the new report, "The State Of Consumers And Technology: Benchmark 2008." By examining the unique technology profile of each generation, Consumer Market Research professionals can gain critical insight into future buying and adoption trends for their target demographic and set their product strategies for the next five years.
According to the report, although Gen Y is a small generation of 18- to 28-year-olds, comprising only 38 million US adults, it sets the pace for technology adoption. Nine in 10 Gen Yers own a PC, and 82 percent own a mobile phone. But it's technology use that sets this generation apart: Gen Y spends more time online -- for leisure or work -- than watching TV. Seventy-two percent of Gen Y mobile phone owners send or receive text messages, and 42 percent of online Gen Yers watch Internet video at least monthly.
In contrast, Gen X, which is comprised of 29- to 42-year-olds -- 63 million US adults -- uses technology when it intersects with a personal need or fulfills a desire. For example, 32 percent of Gen X households own an HDTV, and 29 percent have a DVR. In the past three months, 69 percent of online Gen Xers shopped online, and 65 percent banked online, higher percentages than any other generation. Gen X is also ramping up its Internet and mobile activities, including reading blogs (21 percent of online Gen Xers do it at least monthly, up from 15 percent in 2007) and texting (61 percent of Gen X mobile subscribers do it today, up from 49 percent in 2007).
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