Table of Contents
Executive Summary
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- The issues
- Slimmer portfolio of electronics emerging
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- Figure 1: CE categories with declining household or personal ownership, July 2013 vs April 2015
- Smartphones pulling activity from PCs
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- 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
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- Figure 3: Attitudes to early adoption and upgrading, by age, April 2015
- The opportunities
- Capitalizing on smartphone and tablet ownership
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- Figure 4: Personal ownership of smartphones and tablets, July 2013-April 2015
- Self-expression seeps across online activities
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- Figure 5: Online activities with elements of personal expression conducted in past three months, July 2013 vs April 2015
- Knowledge always at hand
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- 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
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- 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
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- Penetration stalls for playback hardware
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- Figure 7: Household ownership of consumer electronics, July 2013 vs April 2015
- Communicating the benefit of streaming media players
Personal Hardware Ownership
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- Slow death for dedicated devices
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- Figure 8: Personal ownership of consumer electronics, July 2013* vs April 2015
- Type of household impacts ownership
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- Figure 9: Personal ownership of consumer electronics, April 2015
- Wearables to become powerful leg in growth . . . eventually
Impact of Age on Hardware Ownership
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- 25-34s tech leaders
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- Figure 10: Household ownership of consumer electronics, by age, April 2015
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- Figure 11: Personal ownership of consumer electronics, by age, June 2014
Online Activities – Media Usage
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- Rising tide for subscription and ad-supported streaming services
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- Figure 12: Media activities conducted online in past three months, July 2013 vs April 2015
- MMOGs focused on majority usage among limited demographics
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- Figure 13: Incidence of MMOG in past three months, selected demographics, April 2015
Online Activities – Communication
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- Accretion in methods of communication
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- Figure 14: Communication activities conducted online in past three months, July 2013 vs April 2015
- Rise of the visual web
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- Figure 15: Use of visual communication services, June 2014 vs April 2015
Online Activities – Marketplace
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- Reviews, selling, deals gain steam
- P2P, sharing economy boost reviews
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- Figure 16: Marketplace-related activities conducted online in past three months, July 2013* vs April 2015
- Young and high-income favor review reading/writing
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- Figure 17: Writing reviews online, selected demographics, April 2015
Online Activities – Information and Organization
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- The web knows all
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- Figure 18: Information and organization tools used online in past three months, July 2013 vs April 2015
Devices Used for Online Activities
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- Marketplace anchored to PC
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- 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
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- Figure 20: Media activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
- Multimedia communication goes mobile
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- 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
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- Accretion of connected devices
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- Figure 22: Hardware used to access the internet, July 2013 vs April 2015
Attitudes to Technology
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- Comfort with technology rising
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- Figure 23: Comfort with the internet and technology, April 2015
Impact of Age on Online Activities
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- Using online tools productively a learned trait
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- 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
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix: Trended Hardware Ownership
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- Figure 26: Household ownership of televisions, July 2013-April 2015
- Figure 27: Playback hardware ownership, July 2013-April 2015
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- Figure 28: Ownership of desktop and laptop PCs, July 2013-April 2015
- Figure 29: Gaming console ownership, July 2013-April 2015
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- Figure 30: Personal ownership of handheld electronics, July 2013-April 2015
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Appendix: Trended Online Behavior
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- 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
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- 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
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- Figure 35: Information and organization tools used online in past three months, July 2013-April 2015
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