Table of Contents
Executive Summary
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- Overview
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- Figure 1: Devices used to connect to the internet, 2019 vs 2018
- Media engagement is part of the routine
- News, video sites frequented on a daily basis
- Key opportunity
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- Figure 2: Frequency of digital activities, February 2019
- Shifting discussions to social issues
- Hot topics take over online discourse
- Key opportunity
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- Figure 3: Online discussion topics, February 2019
- Speed, reliability matter
- Tech dependence enhanced by immediate access
- Key opportunity
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- Figure 4: The importance of fast internet, February 2019
- Getting used to the new stuff
- Technology gets outdated but is easy to adopt
- Key opportunity
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- Figure 5: Attitudes toward new technology, February 2019
- What it means
The Market – What You Need to Know
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- Mobile is standard
- More for the young and the parents
- Investing in free time
Devices Used
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- Smartphones catch up to computers
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- Figure 6: Use of computers and smartphones to access the internet, 2018 and 2019
- Connecting the home
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- Figure 7: Use of home devices to access the internet, 2018 and 2019
- Men emphasizing the home
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- Figure 8: Devices used to access the internet, by gender, February 2019
- Age marks potential for connected devices
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- Figure 9: Devices used to access the internet, by age, February 2019
Demographic Indicators
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- More people entering key tech spending years
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- Figure 10: Population by age, 2013-23
- Household income rebounding, especially among parents
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- Figure 11: Median household income, total population and households of families with related children, in inflation-adjusted dollars, 2007-17
Market Perspective
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- Finding more room for fun
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- Figure 12: US leisure and entertainment market size, 2013-18
- More players entering a crowded field
- Mobile devices enter homes early
- Money continues to flow online
Key Trends – What You Need to Know
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- Connection is key
- Replacing the novel tech
- Enhancing the experience
What’s Working?
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- Everything’s connected
- Digital assistants have staked their claim
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- Figure 13: @starring Instagram post, March 2019
- Gaming is a rising star
- Easy access to lots of content
- Disconnect to feel fine with dependence
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- Figure 14: @hinge Instagram post, March 2019
What’s Struggling?
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- Cool is not more important than convenient
- The power of the computer as the hub
What’s Next?
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- The impending rollout of 5G
- Information creates intuition
- Developing the live experience
- Emphasizing total wellbeing
The Consumer – What You Need to Know
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- Daily activities dominated by media
- Education outweighs connection
- Tumultuous times bring heated discussions
- Adding to the digital media experience
- Tech dependence brings rewards and frustrations
- Keeping up with new tech
- Consumer segmentation highlights key opportunities
Digital Activities
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- Key opportunity
- Shopping, media prominent for most adults
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- Figure 15: Digital activities, February 2019
- Media takes up the most time
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- Figure 16: Frequency of digital activities, February 2019
Reasons to Use Technology
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- Key opportunity
- Connecting in a digital world
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- Figure 17: Reasons to use technology, February 2019
- Women connect, men consume
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- Figure 18: Reasons to use technology, by gender, February 2019
- Priorities shift in different life stages
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- Figure 19: Reasons to use technology, by age, February 2019
Online Discussions
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- Key opportunity
- Personal views outweigh pop culture online
- The dominance of social issues
- Some media matters more than others
- Lifestyle topics more rare
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- Figure 20: Online discussion topics, February 2019
- Interests dictate discussions for men and women
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- Figure 21: Online discussion topics, February 2019
Digital Media Behaviors
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- Key opportunity
- Streaming over many locations
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- Figure 22: Video subscription behaviors, February 2019
- Addition happens more than subtraction
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- Figure 23: New and canceled subscriptions, February 2019
- More calls for longer content
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- Figure 24: Podcast behaviors and video length preferences, 2018 and 2019
The Role of Tech in Daily Life
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- Key opportunity
- Consumers want everything at their fingertips
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- Figure 25: The importance of fast internet, February 2019
- Online socializing is a balancing act
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- Figure 26: Attitudes toward online socializing, February 2019
Attitudes toward New Tech
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- Key opportunity
- Education fairly easy with new technology
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- Figure 27: Attitudes toward new technology, February 2019
- Staying on the ball with new technology
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- Figure 28: Attitudes toward outdated technology, February 2019
- Getting used to the suite life
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- Figure 29: Attitudes toward connected technology, February 2019
Consumer Segmentation
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- Factors
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- Figure 30: Consumer segmentation, February 2019
- Media Movers (40%)
- Demographics
- Characteristics
- Opportunities
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- Figure 31: Consumer segmentation – Media Movers, by demographics, February 2019
- Retro Recluses (32%)
- Demographics
- Characteristics
- Opportunities
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- Figure 32: Consumer segmentation – Retro Recluses, by demographics, February 2019
- Social Searchers (28%)
- Demographics
- Characteristics
- Opportunities
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- Figure 33: Consumer segmentation – Social Searchers, by demographics, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 34: Daily social media usage, by gender, February 2019
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