Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Hardware
- Household tech: Maturity an obstacle to growth
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- Figure 1: Household electronics ownership, by age, July 2013
- Cultivating the late majority
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- Figure 2: Personal electronics ownership, by age, July 2013
- Time to focus on the low-income buyer
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- Figure 3: Personal electronics ownership, by household income, July 2013
- Blacks, Hispanics gearing up for purchases
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- Figure 4: Intent to purchase electronics, by race and Hispanic origin, July 2013
- Mobile marketing focuses on technophiles
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- Figure 5: Selected personal electronics ownership, by personal electronics ownership, July 2013
- Online activities
- PC still primary platform for digital media consumption
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- Figure 6: Online activities conducted in past three months, by hardware platform, July 2013
- PC dominates location-based services
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- Figure 7: Online activities related to purchasing, July 2013
- Digital activity related to purchasing behavior driven by household income
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- Figure 8: Online activities related to purchasing, by household income, July 2013
- Figure 9: Online activities related to purchasing, by household income, July 2013 (continued)
- What we think
Hardware
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- Key points
- Household electronics
- Maturity an obstacle to growth
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- Figure 10: Household electronics ownership, by age, July 2013
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- Figure 11: Household electronics ownership, by household income, July 2013
- Synergy in ownership
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- Figure 12: Household electronics ownership, by household electronics ownership, July 2013
- New TV technologies a tough sell
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- Figure 13: Types of televisions owned, by age, July 2013
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- Figure 14: Types of televisions owned, by household income, July 2013
- Men aged 18-54 pro-TV
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- Figure 15: Types of televisions owned, by gender and age, July 2013
- Personal electronics
- Cultivating late adopters
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- Figure 16: Personal electronics ownership, by age, July 2013
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- Figure 17: Personal electronics ownership, by household income, July 2013
- Mobile marketing focuses on technophiles
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- Figure 18: Selected personal electronics ownership, by personal electronics ownership, July 2013
- Intent to purchase
- Laptops, tablets, smartphones top purchase list
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- Figure 19: Intent or consideration for purchase of electronics, July 2013
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- Figure 20: Intent to purchase electronics, by age, July 2013
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- Figure 21: Intent to purchase electronics, by age, July 2013 (continued)
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- Figure 22: Intent to purchase electronics, by personal electronics ownership, July 2013
- Figure 23: Intent to purchase electronics, by personal electronics ownership, July 2013 (continued)
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- Figure 24: Intent to purchase electronics, by select household electronics ownership, July 2013
Online Activities
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- Key points
- Methods of accessing the internet
- PCs still dominate access
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- Figure 25: Hardware used to access the internet, by age, July 2013
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- Figure 26: Hardware used to access the internet, by household income, July 2013
- PC still primary platform for digital media consumption
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- Figure 27: Online activities conducted in past three months, by hardware platform, July 2013
- Younger adults more active online
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- Figure 28: Online activities conducted in past three months, by age, July 2013
- Figure 29: Online activities conducted in past three months, by age, July 2013 (continued)
- Online activities related to purchasing
- PC dominates location-based services
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- Figure 30: Online activities related to purchasing, July 2013
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- Figure 31: Online activities related to purchasing, by household income, July 2013
- Figure 32: Online activities related to purchasing, by household income, July 2013 (continued)
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- Figure 33: Online activities related to purchasing, by age, July 2013
- Figure 34: Online activities related to purchasing, by age, July 2013 (continued)
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- Figure 35: Online activities related to purchasing, by gender and age, July 2013
- Figure 36: Online activities related to purchasing, by gender and age, July 2013 (continued)
Impact of Race and Hispanic Origin
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- Key points
- White non-Hispanics lag in ownership, interest
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- Figure 37: Personal electronics ownership, by race and Hispanic origin, July 2013
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- Figure 38: Intent to purchase electronics, by race and Hispanic origin, July 2013
- Non-white groups more accessible via new media
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- Figure 39: Online activities, by race and Hispanic origin, July 2013
Appendix – Additional Hardware Tables
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- Gender and age
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- Figure 40: Household consumer electronics ownership, by age, July 2013
- Figure 41: Household electronics ownership, by gender and age, July 2013
- Figure 42: Types of televisions owned, by age, July 2013
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- Figure 43: Personal consumer electronics ownership, by age, July 2013
- Figure 44: Personal electronics ownership, by gender and age, July 2013
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- Figure 45: Intent to purchase consumer electronics, by age, July 2013
- Figure 46: Intent to purchase electronics, by gender and age, July 2013
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- Figure 47: Considering purchasing electronics, by age, July 2013
- By household income
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- Figure 48: Household consumer electronics ownership, by household income, July 2013
- Figure 49: Personal consumer electronics ownership, by household income, July 2013
- Figure 50: Types of televisions owned, by household income, July 2013
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- Figure 51: Intent to purchase electronics, by household income, July 2013
- Figure 52: Considering purchasing electronics, by household income, July 2013
- By race/Hispanic origin
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- Figure 53: Personal consumer electronics ownership, by race and Hispanic origin, July 2013
- Figure 54: Household electronics ownership, by race and Hispanic origin, July 2013
- Figure 55: Types of televisions owned, by race and Hispanic origin, July 2013
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- Figure 56: Intent to purchase consumer electronics, by race and Hispanic origin, July 2013
- Figure 57: Considering purchasing electronics, by race and Hispanic origin, July 2013
- By social networks usage
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- Figure 58: Personal consumer electronics ownership among social networkers, July 2013
- By personal consumer electronics ownership
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- Figure 59: Personal consumer electronics ownership, by personal consumer electronics ownership, July 2013
- Figure 60: Household consumer electronics ownership, by household consumer electronics ownership, July 2013
- Figure 61: Household consumer electronics ownership, by household consumer electronics ownership, July 2013 (continued)
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- Figure 62: Intent to purchase consumer electronics, by personal consumer electronics ownership, July 2013
- Figure 63: Intent to purchase consumer electronics, by household consumer electronics ownership, July 2013
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- Figure 64: Intent to purchase consumer electronics, by household consumer electronics ownership, July 2013 (continued)
Appendix – Additional Online Activities Tables
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- By age
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- Figure 65: Hardware used to access the internet, by age, July 2013
- Figure 66: Online activities conducted in the past three months, by age, July 2013
- Figure 67: Online activities conducted in past three months on a computer, by age, July 2013
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- Figure 68: Online activities conducted in the past three months on a smartphone, by age, July 2013
- Figure 69: Online activities conducted in past three months on a tablet, by age, July 2013
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- Figure 70: Online activities related to making a purchase conducted in the past three months, by age, July 2013
- Figure 71: Online activities related to making a purchase conducted in the past three months, by gender and age, July 2013
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- Figure 72: Online activities related to purchasing behavior, conducted on a computer, by age, July 2013
- Figure 73: Online activities related to purchasing behavior, conducted on a smartphone, by age, July 2013
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- Figure 74: Online activities related to making a purchase conducted in the past three months on a tablet, by age, July 2013
- By gender and age
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- Figure 75: Hardware used to access the internet, by gender and age, July 2013
- Figure 76: Online activities conducted in past three months, by gender and age, July 2013
- Figure 77: Online activities conducted in past three months on a computer, by gender and age, July 2013
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- Figure 78: Online activities conducted in the past three months on a tablet, by gender and age, July 2013
- Figure 79: Online activities conducted in the past three months on a smartphone, by gender and age, July 2013
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- Figure 80: Online activities related to purchasing behavior, conducted on a computer, by gender and age, July 2013
- Figure 81: Online activities related to purchasing behavior, conducted on a tablet, by age, July 2013
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- Figure 82: Online activities related to purchasing behavior, conducted on a tablet, by gender and age, July 2013
- Figure 83: Online activities related to purchasing behavior, conducted on a smartphone, by gender and age, July 2013
- By household income
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- Figure 84: Hardware used to access the internet, by household income, July 2013
- Figure 85: Online activities conducted in the past three months, by household income, July 2013
- Figure 86: Online activities conducted in the past three months on a computer, by household income, July 2013
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- Figure 87: Online activities conducted in the past three months on a tablet, by household income, July 2013
- Figure 88: Online activities related to making a purchase conducted in the past three months, by household income, July 2013
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- Figure 89: Online activities related to purchasing behavior, conducted on a computer, by household income, July 2013
- Figure 90: Online activities related to purchasing behavior, conducted on a tablet, by household income, July 2013
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- Figure 91: Online activities related to purchasing behavior, conducted on a smartphone, by household income, July 2013
- Figure 92: Online activities conducted in the past three months on a smartphone, by household income, July 2013
- By race/Hispanic origin
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- Figure 93: Hardware used to access the internet, by race and Hispanic origin, July 2013
- Figure 94: Online activities conducted in the past three months, by race and Hispanic origin, July 2013
- Figure 95: Online activities conducted in the past three months on a computer, by race and Hispanic origin, July 2013
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- Figure 96: Online activities conducted in the past three months on a smartphone, by race and Hispanic origin, July 2013
- Figure 97: Online activities related to purchasing behavior, by race and Hispanic origin, July 2013
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- Figure 98: Online activities conducted in the past three months on a tablet, by race and Hispanic origin, July 2013
- Figure 99: Online activities related to purchasing behavior, conducted on a computer, by race and Hispanic origin, July 2013
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- Figure 100: Online activities related to purchasing behavior, conducted on a smartphone, by race and Hispanic origin, July 2013
- Figure 101: Online activities related to purchasing behavior, conducted on a tablet, by race and Hispanic origin, July 2013
- By use of social networks
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- Figure 102: Online activities conducted in the past three months, among social networkers, July 2013
- Figure 103: Online activities related to purchasing behavior conducted in the past three months, among social networkers, July 2013
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