Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Smartphones edging out dedicated portables
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- Figure 1: Ownership of dedicated portables, February 2016 vs January 2017
- Smartphone adoption nearly complete
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- Figure 2: Smartphone and tablet ownership, April 2015 vs January 2017
- Disappointing holiday season for wearables
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- Figure 3: Ownership of wearable tech, June 2016 vs January 2017
- The opportunities
- Mobile web to drive phablet sales
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- Figure 4: Methods of internet access, April 2015 vs January 2017
- Smart home, smart wearables
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- Figure 5: Interest and ownership of new tech products, January 2017
- Living room OS
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- Figure 6: Smart TV, home gaming console, and streaming media player ownership, April 2015 vs January 2017
- What it means
The Market – What You Need to Know
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- Median income bright spot
Market Factors
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- Population of young adults
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- Figure 7: US population by age, 2012-22
- Households with children
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- Figure 8: Households with related children, 2006-16
- Median income
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- Figure 9: Median household income, in inflation-adjusted dollars, 2010-15
Key Trends – What You Need to Know
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- Climbing penetration for smart TV, streaming players
- Televisions integrate streaming players
- Smartphones approaching universal penetration
- Thermostat and convertible laptop/tablet carry high interest
- Children’s market last refuge for portables
What’s Working?
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- Living room OS
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- Figure 10: Smart TV, home gaming console, and streaming media player ownership, April 2015 vs January 2017
- Smartphones approaching universal penetration
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- Figure 11: Personal ownership of laptops, tablets, and smartphones, April 2015 vs January 2017
What’s Struggling?
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- Buyers losing interest in e-readers, consoles
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- Figure 12: Planned tech purchases in next year, February 2016 vs January 2017
What’s Next?
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- Smart home, convertibles, digital assistants, VR
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- Figure 13: Ownership and interest in new tech products, January 2017
The Consumer – What You Need to Know
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- Internet access via smartphone and TV on the rise
- Video, music, gaming all make gains
- Wearables disappoint
- Large households get entertainment
- TVs, laptops, smartphones most desired purchases
Trends in Online Activities
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- A/V communications gain adherents
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- Figure 14: Communication conducted online, April 2015 vs January 2017
- Video most popular, but gaming rising more rapidly
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- Figure 15: Media usage online, April 2015 vs January 2017
- Role of gender limited
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- Figure 16: Media usage online, by gender, January 2017
- Half of online adults review products
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- Figure 17: Personal activities conducted online, April 2015 vs January 2017
- Role of age
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- Figure 18: Personal activities conducted online, by age, January 2017
Hardware Used for Online Activities
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- Home PC, phone most common access points
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- Figure 19: Devices used to access the internet, April 2015 vs January 2017
- 18-44s ditch desktop platform
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- Figure 20: Use of PC and phone to access internet, by age, January 2017
- Young adults access web on televisions
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- Figure 21: Devices used to access internet, by age, January 2017
- Phones drive multimedia communication
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- Figure 22: Activities conducted by device I, PC vs phone, January 2017
- PC usage favored for text, video
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- Figure 23: Activities conducted by device II, PC vs phone, January 2017
Household Tech Ownership
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- Desktops stay course, UHD builds steam
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- Figure 24: Household ownership of desktop PCs, smart and UHD TV, and playback hardware, January 2017
- Consoles surpass DVD players in penetration
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- Figure 25: Household ownership of DVD and Blu-ray players, January 2017
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- Figure 26: Household ownership of desktop PCs, smart TVs, and gaming consoles, by age, January 2017
- Larger households invest in entertainment
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- Figure 27: Household ownership of entertainment technology, by household size, January 2017
- Household income level provides demarcation for segmentation
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- Figure 28: Household ownership of entertainment technology, by household income, January 2017
Personal Tech Ownership
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- Mobile computing continues gains
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- Figure 29: Personal ownership of laptops, tablets, and smartphones, April 2015 vs January 2017
- Holiday season shows little gain in penetration for wearables
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- Figure 30: Personal ownership of fitness trackers, smartwatches, and wearable cameras, June 2016 vs January 2017
- Opportunity among high-income groups
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- Figure 31: Smartphone ownership, by age, January 2017
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- Figure 32: Smartphone ownership, by household income, January 2017
- Enduring hope for portable consoles, smartwatch
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- Figure 33: Portable console and smartwatch ownership, by age, January 2017
Purchase Intent
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- Television, smartphones, laptops most desired
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- Figure 34: Planned tech purchase in next year, January 2017
- Age predominant factor in planned purchases
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- Figure 35: Planned tech purchase in next year, by age, January 2017
- Age plays role in planned purchases among urbanites, Hispanics, Asians
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- Figure 36: Planned tech purchase in next year, by race and Hispanic origin, January 2017
- Figure 37: Planned tech purchase in next year, by location of residence, January 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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