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
- High existing penetration levels impede growth
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- Figure 1: Household electronics ownership, July 2013-January 2014
- Appealing to late adopters
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- Figure 2: Personal electronics ownership, by age, January 2014
- Low-income consumers present a new sales stream
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- Figure 3: Personal electronics ownership, by household income, January 2014
- Minorities ready to buy or upgrade
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- Figure 4: Intent to purchase electronics, by race and Hispanic origin, January 2014
- Technophiles likely to respond to mobile marketing
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- Figure 5: Selected personal electronics ownership, by personal electronics ownership, January 2014
- Online activities
- PC remains the platform of choice for online activities
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- Figure 6: Online activities done in past three months on a PC, smartphone, and tablet, January 2014
- Location-based services led by desktops, despite better fit with mobile devices
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- Figure 7: Online activities conducted in past three months—searching, shopping, reviewing, January 2014
- Online purchasing activity closely correlates with income
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- Figure 8: Online activities conducted in past three months—searching, shopping, reviewing, by household income, January 2014 (part 1)
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- Figure 9: Online activities conducted in past three months—searching, shopping, reviewing, by household income, January 2014 (part 2)
- What we think
Hardware
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- Key points
- Household electronics
- High penetration standing in the way of growth
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- Figure 10: Household electronics ownership, July 2013-January 2014
- Household electronics ownership mostly shows reverse correlation with age and income
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- Figure 11: Household electronics ownership, by age, January 2014 (part 1)
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- Figure 12: Household electronics ownership, by age, January 2014 (part 2)
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- Figure 13: Household electronics ownership, by household income, January 2014 (part 1)
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- Figure 14: Household electronics ownership, by household income, January 2014 (part 2)
- Concerted efforts for electronics owned at home
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- Figure 15: Household electronics ownership, by household electronics ownership, January 2014
- Slow adoption in latest TV technologies
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- Figure 16: Types of televisions owned, July 2013-January 2014
- Higher household income likely leads to more TV features
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- Figure 17: Types of televisions owned and average number of televisions owned in a household, by household income, January 2014
- Younger-aged men avid TV enthusiasts
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- Figure 18: Types of televisions owned and average number of televisions owned in a household, by gender and age, January 2014
- Personal electronics
- A rise in smartphone and tablet market penetrations
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- Figure 19: Personal electronics ownership, July 2013-January 2014
- Emphasizing marketing to older groups
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- Figure 20: Personal electronics ownership, by age, January 2014
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- Figure 21: Personal electronics ownership, by household income, January 2014
- Tech savvy likely accustomed to mobile advertising
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- Figure 22: Selected personal electronics ownership, by personal electronics ownership, January 2014
- Intent and consideration to purchase
- Smartphones, HDTVs, laptops, tablets most sought after
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- Figure 23: Intent or consideration for purchase of electronics, January 2014
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- Figure 24: Intent to purchase electronics, July 2013-January 2014
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- Figure 25: Consideration of electronics purchases, July 2013-January 2014
- 18-44s most likely enthralled by electronic purchases
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- Figure 26: Intent to purchase electronics, by age, January 2014 (part 1)
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- Figure 27: Intent to purchase electronics, by age, January 2014 (part 2)
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- Figure 28: Intent to purchase electronics, by personal electronics ownership, January 2014 (part 1)
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- Figure 29: Intent to purchase electronics, by personal electronics ownership, January 2014 (part 2)
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- Figure 30: Intent to purchase electronics, by select household electronics ownership, January 2014
Online Activities
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- Key points
- Methods of accessing the internet
- PCs continue to be the go-to internet access channel
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- Figure 31: Hardware used to access the internet, July 2013-January 2014
- Access to the internet likely mirrors hardware ownership
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- Figure 32: Hardware used to access the internet, by age, January 2014
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- Figure 33: Hardware used to access the internet, by household income, January 2014
- PC most used hardware platform for online activities
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- Figure 34: Online activities done in past three months on a PC, smartphone, and tablet, January 2014
- Types of online activities
- Most online activities on the rise
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- Figure 35: Online activities conducted in past three months, July 2013-January 2014
- Adults aged 18-34 most active online users
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- Figure 36: Online activities conducted in past three months—media usage, gaming, dating, by age, January 2014 (part 1)
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- Figure 37: Online activities conducted in past three months—media usage, gaming, dating, by age, January 2014 (part 2)
- Online activities related to searching, e-commerce, reviews
- Online shopping activities gaining prominence
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- Figure 38: Online activities conducted in past three months—searching, shopping, reviewing, July 2013-January 2014
- PC is the device of choice for location-based applications
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- Figure 39: Online activities conducted in past three months—searching, shopping, reviewing, January 2014
- Affluent households most active online shoppers
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- Figure 40: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014 (part 1)
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- Figure 41: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014 (part 2)
- Men aged 35-54 most avid online users for any purchasing-related activities
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- Figure 42: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014 (part 1)
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- Figure 43: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014 (part 2)
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- Figure 44: Online activities conducted in past three months—searching, shopping, and reviewing, by gender and age, January 2014 (part 1)
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- Figure 45: Online activities conducted in past three months—searching, shopping, and reviewing, by gender and age, January 2014 (part 2)
Impact of Race and Hispanic Origin
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- Key points
- Whites trail other race groups in ownership, intent to buy consumer electronics products
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- Figure 46: Personal electronics ownership, by race and Hispanic origin, January 2013
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- Figure 47: Intent to purchase electronics, by race and Hispanic origin, January 2014
- Non-Whites receptive to ads using new media
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- Figure 48: Online activities conducted in past three months, by race and Hispanic origin, January 2014
Appendix – Additional Hardware Tables
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- Trends: July 2013 to January 2014
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- Figure 49: Household electronics ownership, July 2013 and January 2014
- Figure 50: Personal electronics ownership, July 2013 and January 2014
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- Figure 51: Types of televisions owned, July 2013 and January 2014
- Figure 52: Intent to purchase electronics in the next three months, July 2013 and January 2014
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- Figure 53: Consideration of electronics purchase, July 2013 and January 2014
- Age
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- Figure 54: Household electronics ownership, by age, January 2014
- Figure 55: Personal consumer electronics ownership, by age, January 2014
- Figure 56: Types of televisions owned, by age, January 2014
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- Figure 57: Intent to purchase consumer electronics, by age, January 2014
- Figure 58: Consideration of electronic purchases, by age, January 2014
- Gender and age
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- Figure 59: Household electronics ownership, by gender and age, January 2014
- Figure 60: Personal consumer electronics ownership, by gender and age, January 2014
- Figure 61: Types of televisions owned, by gender and age, January 2014
- By household income
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- Figure 62: Household electronics ownership, by household income, January 2014
- Figure 63: Personal consumer electronics ownership, by household income, January 2014
- Figure 64: Types of televisions owned, by household income, January 2014
- By race/Hispanic origin
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- Figure 65: Household electronics ownership, by race and Hispanic origin, January 2014
- Figure 66: Types of televisions owned, by race and Hispanic origin, January 2014
- By household consumer electronics ownership
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- Figure 67: Household consumer electronics ownership, by household consumer electronics ownership, January 2014 (part 1)
- Figure 68: Household consumer electronics ownership, by household consumer electronics ownership, January 2014 (part 2)
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- Figure 69: Intent to purchase consumer electronics, by household consumer electronics ownership, January 2014 (part 1)
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- Figure 70: Intent to purchase consumer electronics, by household consumer electronics ownership, January 2014 (part 2)
- By personal consumer electronics ownership
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- Figure 71: Personal consumer electronics ownership, by personal consumer electronics ownership, January 2014 (part 1)
- Figure 72: Personal consumer electronics ownership, by personal consumer electronics ownership, January 2014 (part 2)
- Figure 73: Intent to purchase consumer electronics, by personal consumer electronics ownership, January 2014 (part 1)
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- Figure 74: Intent to purchase consumer electronics, by personal consumer electronics ownership, January 2014 (part 2)
Appendix – Additional Online Activities Tables
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- Trends: July 2013 to January 2014
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- Figure 75: Hardware used to access the internet, July 2013 and January 2014
- Figure 76: Online activities conducted in the past three months, July 2013 and January 2014
- By hardware used
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- Figure 77: Online activities done in past three months, by hardware used, January 2014
- Figure 78: Online activities conducted in past three months—searching, shopping, and reviewing, by hardware used, January 2014
- By age
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- Figure 79: Hardware used to access the internet, by age, January 2014
- Figure 80: Online activities conducted in the past three months, by age, January 2014
- Figure 81: Online activities conducted in the past three months via a PC, by age, January 2014
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- Figure 82: Online activities conducted in the past three months via a tablet, by age, January 2014
- Figure 83: Online activities conducted in the past three months via a smartphone, by age, January 2014
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- Figure 84: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014
- By household income
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- Figure 85: Hardware used to access the internet, by household income, January 2014
- Figure 86: Online activities conducted in the past three months, by household income, January 2014
- Figure 87: Online activities conducted in the past three months via a PC, by household income, January 2014
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- Figure 88: Online activities conducted in the past three months via a tablet, by household income, January 2014
- Figure 89: Online activities conducted in the past three months via a smartphone, by household income, January 2014
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- Figure 90: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014
- By race and Hispanic origin
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- Figure 91: Hardware used to access the internet, by race and Hispanic origin, January 2014
- Figure 92: Online activities conducted in the past three months, by race and Hispanic origin, January 2014
- Figure 93: Online activities conducted in past three months—searching, shopping, and reviewing, by race and Hispanic origin, January 2014
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