thanksgiving insights
TRANSCRIPT
Thanksgiving Data Insights Consumer Technographics
Martha Cleary, Data Insights Director
November 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Forrester’s Consumer Technographics fields 40+ surveys annually around
the world.
Our data provides deep insights into how consumers use technology,
shop, bank, consume media, travel, get services, and make decisions. It
delves into attitudes and behaviors and tracks how consumers spend
time, interact, and entertain themselves.
Occasionally, we dig into our vast data to pull out insights around
important topics, such as….
THANKSGIVING
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Base: US Online Adults 18+ (Online Weekly or More)*, US online adults 18+. leisure/personal travelers who use a mobile phone**
Thanksgiving is all about family
71%
50%
46% My family is by far the most
important thing in my life (top 3)*
I enjoy spending time with
friends/family in my spare time*
Most of my spare time is devoted
to activities with my family (top 3)*
But before you start out to grandmother’s house…don’t forget to check the
weather
25% Use apps from weather services on a mobile phone**
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
While family is important, sports rules the day…
47% 23%
Regularly watch or follow*
NFL College
football
…it’s also easy to check the score on
your smartphone
Base: US online adults 18+ (online weekly or more)*
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015*; Forrester’s Consumer
Technographics Behavioral Study, Jan-June 2015**
26% of men access
sports apps on
smartphones
monthly – for an
average of 3 minutes
each time**
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
All year, we’ve been researching food
Base: US Online Adults 18+ (Online Weekly or More)
Source: North American Consumer Technographics Online Benchmark Survey (Part 1), 2015
42% Regularly read
about
food/cooking
online
16% Express their
opinions on the
topic regularly
online
16% Research food
and beverages
online
24% Use free
food/cooking
apps
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Thanksgiving supplies can even be bought online
Source: Retail Standalone
What type of grocery products have you bought online in the past year?
14%
14%
15%
19%
20% Prepared foods
(e.g. canned cranberry)
Meat, seafood, poultry, deli meat
(e.g. turkey)
Produce
(e.g. sweet potato)
Frozen foods
(e.g. frozen onions)
Grains, pasta, and sides
(e.g. stuffing)
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
A home cooked meal is a nice change from the usual
Base: US Online Adults 18+ (Online Weekly or More)*, US online adults 18+ (online weekly or more) leisure/personal travelers who
use a mobile phone**
Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015
And if the turkey burns, your mobile
phone can save the day!
38% Eat fast food at least
weekly or more*
27% Looked up info on or
made a restaurant
reservation on a
mobile phone while
traveling**
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
No need to track over-indulgence
Base: US online adults 18+ (online weekly or more)
Source: Source: North American Consumer Technographics Online Benchmark Survey (Part 2), 2015
75% “I am not interested in using a wearable
device to track body weight.”
