Based on 2009 research, Forrester has developed a simple profiling tool that maps out consumers depending on their age, gender and country to determine their level of online engagement.





The scale to measure consumers’ level of engagement is based on Forrester’s Social Technographics® which classifies consumers into six overlapping levels of participation (see a 6 slide presentation below). Not all European countries are represented; nevertheless it’s interesting to see e.g. the difference between the US and Europe.