DIGITAL TRENDS: SPRING - US - MARCH 2017


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Mintel

$ 3995

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This Report tracks trends in ownership of electronics, intent to purchase electronics, hardware used to access the internet, and online activities, separating definite shifts in consumer behavior from the hype often associated with mainstream reporting. Findings include the lasting desirability of PCs even during the continuing transition to mobile computing, the adoption of new interfaces in living room hardware, the shift to streaming media consumption, the slow pace of adoption for wearable tech, and a growing interest in smart home hardware.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Smartphones edging out dedicated portables
Figure 1: Ownership of dedicated portables, February 2016 vs January 2017
Smartphone adoption nearly complete
Figure 2: Smartphone and tablet ownership, April 2015 vs January 2017
Disappointing holiday season for wearables
Figure 3: Ownership of wearable tech, June 2016 vs January 2017
The opportunities
Mobile web to drive phablet sales
Figure 4: Methods of internet access, April 2015 vs January 2017
Smart home, smart wearables
Figure 5: Interest and ownership of new tech products, January 2017
Living room OS
Figure 6: Smart TV, home gaming console, and streaming media player ownership, April 2015 vs January 2017
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Median income bright spot

MARKET FACTORS
Population of young adults
Figure 7: US population by age, 2012-22
Households with children
Figure 8: Households with related children, 2006-16
Median income
Figure 9: Median household income, in inflation-adjusted dollars, 2010-15

KEY TRENDS – WHAT YOU NEED TO KNOW
Climbing penetration for smart TV, streaming players
Televisions integrate streaming players
Smartphones approaching universal penetration
Thermostat and convertible laptop/tablet carry high interest
Children’s market last refuge for portables

WHAT’S WORKING?
Living room OS
Figure 10: Smart TV, home gaming console, and streaming media player ownership, April 2015 vs January 2017
Smartphones approaching universal penetration
Figure 11: Personal ownership of laptops, tablets, and smartphones, April 2015 vs January 2017

WHAT’S STRUGGLING?
Buyers losing interest in e-readers, consoles
Figure 12: Planned tech purchases in next year, February 2016 vs January 2017

WHAT’S NEXT?
Smart home, convertibles, digital assistants, VR
Figure 13: Ownership and interest in new tech products, January 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Internet access via smartphone and TV on the rise
Video, music, gaming all make gains
Wearables disappoint
Large households get entertainment
TVs, laptops, smartphones most desired purchases

TRENDS IN ONLINE ACTIVITIES
A/V communications gain adherents
Figure 14: Communication conducted online, April 2015 vs January 2017
Video most popular, but gaming rising more rapidly
Figure 15: Media usage online, April 2015 vs January 2017
Role of gender limited
Figure 16: Media usage online, by gender, January 2017
Half of online adults review products
Figure 17: Personal activities conducted online, April 2015 vs January 2017
Role of age
Figure 18: Personal activities conducted online, by age, January 2017

HARDWARE USED FOR ONLINE ACTIVITIES
Home PC, phone most common access points
Figure 19: Devices used to access the internet, April 2015 vs January 2017
18-44s ditch desktop platform
Figure 20: Use of PC and phone to access internet, by age, January 2017
Young adults access web on televisions
Figure 21: Devices used to access internet, by age, January 2017
Phones drive multimedia communication
Figure 22: Activities conducted by device I, PC vs phone, January 2017
PC usage favored for text, video
Figure 23: Activities conducted by device II, PC vs phone, January 2017

HOUSEHOLD TECH OWNERSHIP
Desktops stay course, UHD builds steam
Figure 24: Household ownership of desktop PCs, smart and UHD TV, and playback hardware, January 2017
Consoles surpass DVD players in penetration
Figure 25: Household ownership of DVD and Blu-ray players, January 2017
Figure 26: Household ownership of desktop PCs, smart TVs, and gaming consoles, by age, January 2017
Larger households invest in entertainment
Figure 27: Household ownership of entertainment technology, by household size, January 2017
Household income level provides demarcation for segmentation
Figure 28: Household ownership of entertainment technology, by household income, January 2017

PERSONAL TECH OWNERSHIP
Mobile computing continues gains
Figure 29: Personal ownership of laptops, tablets, and smartphones, April 2015 vs January 2017
Holiday season shows little gain in penetration for wearables
Figure 30: Personal ownership of fitness trackers, smartwatches, and wearable cameras, June 2016 vs January 2017
Opportunity among high-income groups
Figure 31: Smartphone ownership, by age, January 2017
Figure 32: Smartphone ownership, by household income, January 2017
Enduring hope for portable consoles, smartwatch
Figure 33: Portable console and smartwatch ownership, by age, January 2017

PURCHASE INTENT
Television, smartphones, laptops most desired
Figure 34: Planned tech purchase in next year, January 2017
Age predominant factor in planned purchases
Figure 35: Planned tech purchase in next year, by age, January 2017
Age plays role in planned purchases among urbanites, Hispanics, Asians
Figure 36: Planned tech purchase in next year, by race and Hispanic origin, January 2017
Figure 37: Planned tech purchase in next year, by location of residence, January 2017

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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