Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Methods of accessing the internet increasingly varied
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- Figure 1: Methods of internet access, June 2016
- Streaming media not catching on in many regions
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- Figure 2: Frequency of listening to paid streaming music (daily), by region, June 2016
- Little change in ownership of several staple electronics
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- Figure 3: Smartphone and tablet ownership, April 2015-June 2016
- The opportunities
- Leverage multi-channel connectivity
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- Figure 4: Methods of internet access, by household size, June 2016
- Changes needed in the streaming music segment
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- Figure 5: Frequency of photo/video sharing, by generation, June 2016
- Portability wins the battle for near-term purchase interest
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- Figure 6: Top five planned technology product purchases in the next year, June 2016
- What it means
The Market – What You Need to Know
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- Hardware and software promotion increasingly united
- Digital engagement set to expand
Market Factors
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- Hardware markets place more focus on software
- Digitally engaged generations to represent larger share of population
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- Figure 7: Population by generation, 2011-21
Key Players – What You Need to Know
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- Pokémon Go leads the mobile charge
- Samsung resurges in the smartphone market
- Data will come from everywhere
What’s Working?
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- Nintendo brand extends into mobile gaming with Pokémon Go
- Samsung sees renewed success in smartphone market
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- Figure 8: Samsung Galaxy S7 email ad, March 2016
- Figure 9: Samsung Galaxy S6 promotion (direct mail), August 2015
What’s Struggling?
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- Streaming music is popular, but profit remains elusive
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- Figure 10: Frequency of online activities (paid streaming music), June 2016
What’s Next?
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- The convergence of media, hardware, and the data
- The power of one: Why Comcast should have marketed to John Oliver
The Consumer – What You Need to Know
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- Smartphone ownership stagnant, but tablets trend upward
- Parents are drawn to wearable electronics
- Ownership of innovative technology exceptionally low
Personal Technology Products Owned
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- Tablets and smartphones
- Smartphone and tablet ownership trends
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- Figure 11: Smartphone and tablet ownership, April 2015-June 2016
- Communication features and accessibility important for older consumers
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- Figure 12: Smartphone ownership, by age, June 2016
- Rural consumers lag in smartphone ownership
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- Figure 13: Smartphone and tablet ownership, by type of living area, June 2016
- Impact of age and income on tablet ownership
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- Figure 14: Tablet ownership, by age and household income, June 2016
- Portable media devices
- Portable media device ownership trends
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- Figure 15: Portable media devices ownership, April 2015- June 2016
- E-reader ownership dependent on household income
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- Figure 16: Portable media player and e-reader ownership, by age and household income, June 2016
- Wearable electronics
- Wearable electronics ownership trends
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- Figure 17: Wearable electronics ownership, April 2015- June 2016
- Parents show higher wearables ownership
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- Figure 18: Wearable electronics ownership, by parental status and gender, June 2016
- Fitness-tracking device ownership lower among non-Whites
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- Figure 19: Wearable electronics ownership, by race and hispanic origin, June 2016
Household Technology Products Owned
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- Televisions
- Trends in household television ownership
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- Figure 20: HD and UHD television ownership (household), April 2015-June 2016
- UHD Television adoption higher in urban areas
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- Figure 21: HD and UHD television ownership (household), by type of living area, June 2016
- Household computers
- Trends in desktop and laptop ownership
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- Figure 22: Desktop and laptop computer ownership (household), April 2015-June 2016
- Desktop ownership trends upward with age
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- Figure 23: Desktop computer ownership (household), by age, June 2016
How Consumers Access the Internet
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- Internet access from many devices
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- Figure 24: Methods of internet access, June 2016
- Work computer usage high among 25-34s and 35-44s
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- Figure 25: Methods of internet access, by age, June 2016
- Methods of internet access varied in larger households
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- Figure 26: Methods of internet access, by household size June 2016
- Smart TVs used for internet browsing and content discovery among Blacks
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- Figure 27: Methods of internet access, by race and hispanic origin, June 2016
Consumers’ Online Activities
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- Millennials most active content sharers
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- Figure 28: Frequency of photo/video sharing, by generation, June 2016
- Regional trends in paid streaming music
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- Figure 29: Frequency of listening to paid streaming music (daily), by region, June 2016
- The age of VOIP is here for younger consumers
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- Figure 30: Frequency of using VOIP services (any and daily), by age and income, June 2016
Planned Technology Product Purchases
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- Near-term purchase intent highest for laptop computers
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- Figure 31: Top five planned technology product purchases in the next year, June 2016
- Young men ready to buy laptops this year; brands need to build awareness among women
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- Figure 32: Purchase intent for laptop computers (next 12 months), by age and gender, June 2016
- Smartphones are key product purchases for moms and dads
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- Figure 33: Purchase intent for smartphones (next 12 months), by parental status and gender, June 2016
- Hispanics aiming to purchase televisions
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- Figure 34: Purchase intent for HD and smart TVs (next 12 months), by race and hispanic origin, June 2016
Consumers' Interest in New Technology Products
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- Transforming interest to purchase intent to purchases a challenge
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- Figure 35: Consumers' Interest in New Technology Products, June 2016
- Purchase interest in curved screen TVs and phones and smart glasses
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- Figure 36: Consumers' Interest in New Technology Products – Curved devices and smart glasses, June 2016
- Ownership of new technology products highest among 25-34s and 35-44s
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- Figure 37: Consumers' interest in new technology products, by age, June 2016
- Digital assistants could inspire the connected home
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- Figure 38: Consumers' Interest in smart speakers, by household income, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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