Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
- Overview
-
- Figure 1: Number of household and personal devices owned, May 2018
- The issues
- Not buying into alternate realities
-
- Figure 2: Ownership and interest in AR/VR, May 2018
- Push back for artificial intelligence
-
- Figure 3: Attitudes toward artificial intelligence, May 2018
- Brand loyal market tough to break into
-
- Figure 4: Attitudes toward tech brands, May 2018
- The opportunities
- Connection is key
-
- Figure 5: Ownership and purchase intent of smart devices, May 2018
- Upgrades driving mobile device sales
-
- Figure 6: Ownership and purchase intent of mobile devices, May 2018
- Home tech growing quickly
-
- Figure 7: Interest in home tech, May 2018
- Tap into users
-
- Figure 8: Purchase influencers, May 2018
- What it means
The Market – What You Need to Know
-
- Device ownership high
- Strong economic indicators help hardware
Proliferation of Devices
-
- Device efficiency has not limited ownership
-
- Figure 9: Number of household and personal devices owned, May 2018
- Demographic differences highlight groups who gravitate toward more
-
- Figure 10: Owners of at least five household and personal devices, by key demographics, May 2018
Market Factors
-
- Healthy GDP encourages discretionary spending
-
- Figure 11: GDP change from previous period and consumption expenditures, Q1 2007-Q1 2018
- Unemployment falling
-
- Figure 12: Unemployment and underemployment, January 2007-May 2018
- Population growth signals adoption opportunities
-
- Figure 13: Population by age, 2018-23
- Share of households with children shrinking
-
- Figure 14: Households, by presence of own children, 2007-17
Key Trends – What You Need to Know
-
- Investing in high quality
- Too far ahead of the curve, and behind it
- Strengthening connection
What’s Working?
-
- Digital assistants help in and out of the home
-
- Figure 15: Smart speaker revenue, 2016-18
- New television technology advancing image quality
-
- Figure 16: Revenue from TV sales, 2013-18
- Integrating the whole house
-
- Figure 17: Home solutions revenue, 2013-18
- New entries in gaming console market
What’s Struggling?
-
- Getting people excited for alternate realities
-
- Figure 18: Ownership and interest in AR/VR, May 2018
- Physical media hit hard
-
- Figure 19: Revenue from physical media, 2013-18
What’s Next?
-
- 5G phones approaching quickly
- Next in home tech
-
- Figure 20: Home solutions revenue, 2013-18
- Hearables enhancing the audio experience
-
- Figure 21: Hearables revenue, 2014-18
The Consumer – What You Need to Know
-
- TVs getting smarter
- Wireless opportunities in audio
- Mobile devices seek to differentiate
- Mobility dominates computer ownership
- Emerging tech needs boost of relevance
- Opinions matter for new tech
- Cloud of distrust looms over AI
- Consistency is key
- Tech purchases informed but skeptical
- Consumer segmentation shows opportunity
TV Hardware
-
- Key opportunity
- TV landscape leaving room for rising entrants
- Redefining HD
- Smart TVs becoming standard
- 3D hasn’t found its home audience
-
- Figure 22: Ownership and purchase intent of TVs, May 2018
- Figuring out the best way to stream
- Streaming media players gunning for the top of the box
- Integrating the mobile experience
-
- Figure 23: Ownership of recording and streaming devices, May 2018
- Younger adults looking for something new
-
- Figure 24: Ownership of TVs and recording devices, by age, May 2018
- Traditional viewing still mostly preferred, but younger adults are going online
-
- Figure 25: Attitudes toward streaming video, by age and gender, May 2018
Audio Options
-
- Key opportunity
- Personal speakers important
-
- Figure 26: Ownership of audio options, May 2018
- Strong interest in smart audio
-
- Figure 27: Interest in owning smart audio, May 2018
- Parents looking for responsive audio options
-
- Figure 28: Echo Spot – Be Together More, April 2018
- Figure 29: Ownership of audio options, by parental status, May 2018
Mobile Devices
-
- Key opportunity
- Ownership stable but still room to grow
-
- Figure 30: Ownership and purchase intent of mobile devices, May 2018
- Gender, age discrepancies show opportunity for mobile
-
- Figure 31: Ownership of mobile devices, by age and gender, May 2018
Computers
-
- Key opportunity
- Laptops vs desktops
- Mobility drives laptop preferences
- Personalization important to development
-
- Figure 32: Ownership and purchase intent of computers, May 2018
- More demographic distinctions for desktop owners
-
- Figure 33: Ownership of computers, by key demographics, May 2018
Emerging Tech
-
- Key opportunity
- Home tech
-
- Figure 34: Interest in home tech, May 2018
- Outdoor tech
-
- Figure 35: Interest in outside tech, May 2018
- Gaming tech
-
- Figure 36: Interest in gaming tech, May 2018
- Augmented and virtual reality
-
- Figure 37: Interest in AR and VR, May 2018
Purchase Influencers
-
- Key opportunity
- Trusting individuals over imagery
-
- Figure 38: Purchase influencers, May 2018
- Women respond to personal, men the digital
-
- Figure 39: Purchase influencers – Select items, by gender, May 2018
- Black, Hispanic consumers more responsive to ads
-
- Figure 40: Purchase influencers – Select items, by race and Hispanic origin, May 2018
- Parents want to educate themselves
-
- Figure 41: Purchase influencers – Select items, by parental status, May 2018
Artificial Intelligence
-
- Key opportunity
- Lack of trust could hurt AI interest
-
- Figure 42: Attitudes toward artificial intelligence, May 2018
- Young men most receptive to AI
-
- Figure 43: Attitudes toward artificial intelligence, by gender and age, May 2018
- Hispanics may be receptive to digital assistance
-
- Figure 44: Attitudes toward artificial intelligence, by race and Hispanic origin, May 2018
Attitudes toward Tech Brands
-
- Key opportunity
- Brand can trump cost
-
- Figure 45: Attitudes toward tech brands, May 2018
- Young men care more about brand
-
- Figure 46: Attitudes toward tech brands, by age and gender, May 2018
- Brand status important to parents
-
- Figure 47: Attitudes toward tech brands, by parental status, May 2018
Attitudes toward Tech Purchases
-
- Key opportunity
- Proving a product’s worth
- Hesitant to convert interest into action
- In-person proof still relevant
- Demonstrating value outside mobile devices
-
- Figure 48: Attitudes toward tech purchases, May 2018
- Men always searching for new tech
-
- Figure 49: Attitudes toward tech purchases – Select items, by gender, May 2018
- Young adults seek dependability, convenience
-
- Figure 50: Attitudes toward tech purchases, by age, May 2018
Consumer Segmentation
-
- Overview
-
- Figure 51: Tech segmentation, May 2018
- Trusting Technophiles (40%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 52: Tech segmentation – Trusting Technophiles, by demographics, May 2018
- Cautious Conservatives (32%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 53: Tech segmentation – Cautious Conservatives, by demographics, May 2018
- Brandphobic Bargainers (29%)
- Demographics
- Characteristics
- Opportunities
-
- Figure 54: Tech segmentation – Brandphobic Bargainers, by demographics, May 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Back to top