Table of Contents
Executive Summary
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- Market overview
- Top takeaways – video summary
- The issues
- There are widespread concerns over automation and employment
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- Figure 1: Attitudes toward technology and the digital world – Automation and jobs, by age and education level, August 2019
- Apple’s exclusive ecosystem ostracizes non-owners among younger consumers
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- Figure 2: Digital communication behaviors – Group texting, by age and smartphone operating system, August 2019
- The opportunities
- Consumers are widely optimistic about various emerging technologies
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- Figure 3: Perceptions of emerging technologies, August 2019
- Younger consumers less shy about their online presence
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- Figure 4: Online social behaviors, by gender and age, August 2019
- Key trends
- 5G awareness increases, even though coverage still lags
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- Figure 5: 5G awareness and knowledge, January 2019 and August 2019
- What it means
Key Trends – What You Need to Know
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- Apple’s appeal among younger consumers reflects shifting priorities for tech
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- Figure 6: Smartphone operating system, by age, August 2019
- 5G network coverage extremely limited – for now
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- Figure 7: US 5G availability map, July 2019
- Figure 8: Verizon 5G acquisition email, August 2019
What to Watch
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- Artificial intelligence brings robots into more non-physical labor spaces
- Voice tech rapidly expanding
The Consumer – What You Need to Know
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- iPhone performs well among younger and wealthier consumers
- Younger consumers use varied methods to communicate with their peers
- Younger iPhone owners more cliquey with who they text with
- Anonymity is for old people
- Facial recognition technology not a scary thing for consumers
- Concerns over automation and abuse of new technology
Smartphone Operating System
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- US smartphone market split between iOS and Android systems
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- Figure 9: Smartphone operating systems, August 2019
- Android has an aging problem
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- Figure 10: Smartphone operating system, by age, August 2019
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- Figure 11: Smartphone operating system, by gender and age, August 2019
- Wealthier consumers overindex for iPhone ownership
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- Figure 12: Smartphone operating system, by household income, August 2019
- iPhones popular among Asians and White women – Android wins men and other multicultural segments
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- Figure 13: Smartphone operating system, by race and Hispanic origin, August 2019
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- Figure 14: Smartphone operating system, by gender and race, August 2019
- Figure 15: Smartphone operating system, by race and income, August 2019
Digital Communication Behaviors
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- Communication behaviors vary widely
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- Figure 16: Digital communication behaviors, August 2019
- Younger smartphone owners have more dynamic communication behaviors
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- Figure 17: Digital communication behaviors, by age, August 2019
- Younger iPhone owners more “cliquey” with group chats
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- Figure 18: Digital communication behaviors – Group texting, by age and smartphone operating system, August 2019
- Apple’s FaceTime boosts video chatting among users
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- Figure 19: Digital communication behaviors – Video chatting, by age and smartphone operating system, August 2019
Online Social Behaviors
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- Most are careful when it comes to what they share
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- Figure 20: Online social behaviors, August 2019
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- Figure 21: Online social behaviors – Caution and account management, by gender and age, August 2019
- Younger people more willing to share with strangers
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- Figure 22: Online social behaviors – Transparency, by age, August 2019
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- Figure 23: Online social behaviors, by gender and age, August 2019
Perceptions of Emerging Technologies
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- 5G awareness continues to improve in short order
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- Figure 24: 5G awareness and knowledge, January 2019 and August 2019
- Consumers are relatively optimistic regarding emerging tech
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- Figure 25: Perceptions of emerging technologies, August 2019
- Older consumers most negative on self-driving vehicles
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- Figure 26: Perceptions of emerging technologies – Self-driving vehicles, by age, August 2019
- Men are more enthusiastic than women on emerging technologies
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- Figure 27: Perceptions of emerging technologies, by gender and age, August 2019
- Lower-income households more worried about advances in AI
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- Figure 28: Perceptions of emerging technologies – Artificial intelligence, by household income, August 2019
- Apple’s Face ID elevates facial recognition among iOS users
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- Figure 29: Perceptions of emerging technologies – Facial recognition, by smartphone operating system and age, August 2019
Interest in New Models
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- Consumers most interested in smartphone upgrades
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- Figure 30: Interest in new models, August 2019
- Nearly four in 10 interested new models of four or more items
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- Figure 31: Number of devices interested in, August 2019
- Figure 32: Interest in new models, by number of devices interested in, August 2019
- Parental status impacts interest in new video game consoles
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- Figure 33: Interest in new models – Video game console, by gender and age, August 2019
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- Figure 34: Interest in new models – Video game console, by age and parental status, August 2019
- Younger women setting the smartwatch trend
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- Figure 35: Interest in new models – Smartwatch, by gender and age, August 2019
Attitudes toward Technology and the Digital World
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- Age, not education, drives automation and employment concerns
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- Figure 36: Attitudes toward technology and the digital world – Automation and jobs, August 2019
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- Figure 37: Attitudes toward technology and the digital world – Automation and jobs, by age and education level, August 2019
- Widespread concern over both government and corporate abuse of technology
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- Figure 38: Attitudes toward technology and the digital world – Abusing technology, August 2019
- Strong contingent of consumers willing to exchange info for discounts or more tailored services
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- Figure 39: Attitudes toward technology and the digital world – Info and location sharing, August 2019
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- Figure 40: Attitudes toward technology and the digital world – Info and location sharing, by age, August 2019
- Social media has redefined “meeting people” for younger consumers
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- Figure 41: Attitudes toward technology and the digital world – Social and tech, August 2019
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- Figure 42: Attitudes toward technology and the digital world – Social and tech, by age, August 2019
Consumer Segmentation – Attitudes toward Technology and the Digital World
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- One in five consumers are categorized as Technophiles
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- Figure 43: Consumer segmentation – Attitudes toward technology and the digital world, August 2019
- Technophiles (18%)
- Characteristics
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- Figure 44: Profile of Technophiles, August 2019
- Opportunities
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- Figure 45: Interest in new models, by consumer segments, August 2019
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- Figure 46: Attitudes toward technology and the digital world, by consumer segments, August 2019
- Technophobes (30%)
- Characteristics
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- Figure 47: Profile of Technophobes, August 2019
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- Figure 48: Perceptions of emerging technologies, by consumer segments, August 2019
- Opportunities
- Social Tech Users (26%)
- Characteristics
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- Figure 49: Profile of Social Tech Users, August 2019
- Opportunities
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- Figure 50: Attitudes toward technology – Social, by consumer segments, August 2019
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- Figure 51: Digital communication behaviors, by consumer segments, August 2019
- Ambivalent Tech Users (26%)
- Characteristics
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- Figure 52: Profile of Ambivalent Tech Users, August 2019
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- Figure 53: Attitudes toward technology and the digital world – Concerns about tech, by consumer segments, August 2019
- Opportunities
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- Figure 54: Attitudes toward technology – Social, by consumer segments, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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