Table of Contents
Executive Summary
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- The issues
- Key technology market segments saturated
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- Figure 1: Household television ownership April 2015-February 2016
- Consumers show mixed feelings toward technology
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- Figure 2: Attitudes toward technology, February 2016
- The opportunities
- Smaller devices still growing
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- Figure 3: Household laptop and desktop ownership, 2015-16
- Growth shifting toward services
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- Figure 4: Frequency of online activities, February 2016
- What it means
The Market – What You Need to Know
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- 5G will pave the way for richer mobile media
- Native advertising growing
Market Factors
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- Verizon plans to roll out 5G in 2017
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- Figure 5: Mobile app usage, August 2015
- Consumers adopting ad blockers, pushing marketers toward native ads
Key Players – What You Need to Know
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- Streaming video revenue climbing
- Desktops falter in light of more portable hardware
- New content to drive interest in hardware
What’s Working?
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- Streaming video making dramatic gains
What’s Struggling?
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- Desktops lose share of computer market
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- Figure 6: Household laptop and desktop ownership, by age, February 2016
What’s Next?
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- AR, VR, and 4K to spur interest in hardware
The Consumer – What You Need to Know
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- Consumers show demand for smart media hardware and tablets
- Streaming video leads activities done online
- Hispanics readily adopt social-oriented technologies
- High connectivity leading to ambivalence
Household Technology Products Ownership
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- Televisions
- Majority of consumers own HD, UHD, Smart, or 3D TVs
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- Figure 7: Household television ownership, February 2016
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- Figure 8: Household television ownership (any TV) 2010-15
- Consumers 54 and under making the switch to Smart TVs
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- Figure 9: Household smart television ownership, by gender and age, February 2016
- Many parents are ready for 4K
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- Figure 10: Household UHD television ownership, by age of children, February 2016
- Laptop and desktop computers
- The push for portable computing continues
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- Figure 11: Household laptop and desktop ownership, 2015-16
- Laptop ownership nearly universal among 44 and younger
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- Figure 12: Household laptop and desktop ownership, by age, February 2016
- Opportunity to target laptop buyers among Black consumers
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- Figure 13: Household laptop and desktop ownership, by race and Hispanic origin, February 2016
- Tablets and e-readers
- Continued growth in tablet market, e-readers stagnate
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- Figure 14: Household tablet and e-reader ownership, February 2016
- Majority of lower-income households do not have tablets
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- Figure 15: Household tablet ownership, by household income, February 2016
Personal Technology Products Ownership
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- Little change for most personal electronics
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- Figure 16: Personal electronics ownership, 2015-16
- Smartwatch owners in the minority, but market share growing
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- Figure 17: Personal smartwatch ownership, 2014-16
- Fitness trackers as a bridge to smartwatches
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- Figure 18: Personal technology products ownership, by gender and wearables ownership, February 2016
Methods of Internet Access
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- Smart TVs increasingly used for internet access
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- Figure 19: Methods of internet access, April 2015-February 2016
- Younger consumers: Access from anywhere
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- Figure 20: Methods of internet access, by age, February 2016
Frequency of Online Activities
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- Paid streaming video and account sharing
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- Figure 21: Frequency of online activities, February 2016
- Streaming music faces challenges in engaging young women
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- Figure 22: Frequency of online activities (daily), by gender and age, February 2016
- Hispanics are social content creators
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- Figure 23: Frequency of online activities (daily), by gender and age, February 2016
Consumers’ Intent to Purchase Technology Products
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- Consumer purchase intent reinforces growth for portable hardware
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- Figure 24: Purchase intent for electronics products, February 2016
- Hispanics and Asians show heightened purchase intent for UHD devices
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- Figure 25: Purchase intent for electronics products, by race and Hispanic origin, February 2016
Consumers’ Attitudes toward Technology
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- Consumers recognize the negative impact of technology
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- Figure 26: Attitudes toward technology, February 2016
- Younger consumers want to learn more about technology
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- Figure 27: Attitudes toward technology, by gender and age, February 2016
- Hispanics, Asians see themselves as early adopters
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- Figure 28: Attitudes toward technology, by race and Hispanic origin, February 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Consumer
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- Figure 29: Personal technology products ownership, by gender and wearables ownership, February 2016
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- Figure 30: Methods of internet access, by household income, February 2016
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