Digital Trends - US - September 2015


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With the rapid adoption of smartphones and upgrades to the larger screen sizes of phablets, a host of activity formerly conducted on PCs is now being accomplished on phones instead. In many cases, the loss in penetration in activities on a PC is identical to the gains seen on phones, such as, for example, in checking the weather, utilizing social media, and in email and online shopping.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Slimmer portfolio of electronics emerging
Figure 1: CE categories with declining household or personal ownership, July 2013 vs April 2015
Smartphones pulling activity from PCs
Figure 2: Change in use of PC and phone for online activities conducted in past three months, June 2014*-April 2015
Broadening reach beyond 18-44s
Figure 3: Attitudes to early adoption and upgrading, by age, April 2015
The opportunities
Capitalizing on smartphone and tablet ownership
Figure 4: Personal ownership of smartphones and tablets, July 2013-April 2015
Self-expression seeps across online activities
Figure 5: Online activities with elements of personal expression conducted in past three months, July 2013 vs April 2015
Knowledge always at hand
Figure 6: Information-seeking activities conducted online in past three months, July 2013 vs April 2015
What it means

The Consumer – What You Need to Know

Shift to streaming negatively impacts household hardware
Potential for growth in streaming media players
Smartphones and tablets wreak havoc on other portables
Gains across online media
Penetration rises for communication platforms
Rise in use of reviews and local deals
Simple tools head universal
Age drives adoption

Household Hardware Ownership

Penetration stalls for playback hardware
Figure 7: Household ownership of consumer electronics, July 2013 vs April 2015
Communicating the benefit of streaming media players

Personal Hardware Ownership

Slow death for dedicated devices
Figure 8: Personal ownership of consumer electronics, July 2013* vs April 2015
Type of household impacts ownership
Figure 9: Personal ownership of consumer electronics, April 2015
Wearables to become powerful leg in growth eventually

Impact of Age on Hardware Ownership

25-34s tech leaders
Figure 10: Household ownership of consumer electronics, by age, April 2015
Figure 11: Personal ownership of consumer electronics, by age, June 2014

Online Activities – Media Usage

Rising tide for subscription and ad-supported streaming services
Figure 12: Media activities conducted online in past three months, July 2013 vs April 2015
MMOGs focused on majority usage among limited demographics
Figure 13: Incidence of MMOG in past three months, selected demographics, April 2015

Online Activities – Communication

Accretion in methods of communication
Figure 14: Communication activities conducted online in past three months, July 2013 vs April 2015
Rise of the visual web
Figure 15: Use of visual communication services, June 2014 vs April 2015

Online Activities – Marketplace

Reviews, selling, deals gain steam
P2P, sharing economy boost reviews
Figure 16: Marketplace-related activities conducted online in past three months, July 2013* vs April 2015
Young and high-income favor review reading/writing
Figure 17: Writing reviews online, selected demographics, April 2015

Online Activities – Information and Organization

The web knows all
Figure 18: Information and organization tools used online in past three months, July 2013 vs April 2015

Devices Used for Online Activities

Marketplace anchored to PC
Figure 19: Marketplace activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
Gaming and music on phones more common than PCs
Figure 20: Media activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
Multimedia communication goes mobile
Figure 21: Communication and information/organization activities conducted online in past three months, PC vs smartphone vs tablet, April 2015

Methods of Accessing the Internet

Accretion of connected devices
Figure 22: Hardware used to access the internet, July 2013 vs April 2015

Attitudes to Technology

Comfort with technology rising
Figure 23: Comfort with the internet and technology, April 2015

Impact of Age on Online Activities

Using online tools productively a learned trait
Figure 24: Online activities in past three months I, by age, April 2015
Figure 25: Online activities in past three months II, by age, April 2015

Appendix: Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Appendix: Trended Hardware Ownership

Figure 26: Household ownership of televisions, July 2013-April 2015
Figure 27: Playback hardware ownership, July 2013-April 2015
Figure 28: Ownership of desktop and laptop PCs, July 2013-April 2015
Figure 29: Gaming console ownership, July 2013-April 2015
Figure 30: Personal ownership of handheld electronics, July 2013-April 2015

Appendix: Trended Online Behavior

Figure 31: Hardware used to access the internet, July 2013-April 2015
Figure 32: Communication activities conducted online in past three months, July 2013-April 2015
Figure 33: Marketplace-related activities conducted online in past three months, July 2013-April 2015
Figure 34: Media activities conducted online in past three months, July 2013-April 2015
Figure 35: Information and organization tools used online in past three months, July 2013-April 2015

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