One of the theories around social media marketing is that you need to drop your hook where the fish are. Tech-savvy consumers, particularly younger tech-savvy consumers, eschew traditional marketing vehicles (like TV) and are generally so annoyed by advertising that they have tuned it out. Everyone knows that, right?

Data from Forrester Research’s North American Technographics Benchmark Survey (which they released on January 7, 2008) left me scratching my head because it challenges at least some of those assumptions.