Living Online - US - May 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Usage and access
Youngest users spend twice as much time online
Figure 1: Time spent online for activities other than email in past seven days, by age, April-December 2013
Digital divide still a problem
Figure 2: Household internet service subscription, by household income, April-December 2013
Mobile
Use of connected devices exploded from 2011-13
Figure 3: Internet usage by device, April 2009-December 2013
Figure 4: Attitudes to use of the internet on mobile devices, April-December 2013
Apps beat browsing
Figure 5: Use of apps in past 30 days, April-December 2013
Media and lifestyle
Entertainment activities show fastest growth
Figure 6: Online activities in past seven days, April 2009-December 2013
Interest in online assistance exceeds interest for in-person support
Figure 7: Aspects of life where respondents seek more online versus offline assistance, February 2014
Social networking most common daily activity
Figure 8: Frequency of website and app usage, ever versus daily, February 2014
High demand for smart home, fitness tools
Figure 9: Interest in new internet activities, by age, February 2014
What we think
ISSUES AND INSIGHTS
How does the movement to the cloud impact offline products and services?
The issues
The implications
Will the sharing economy challenge ownership?
The issues
The implications
TREND APPLICATIONS
Trend: Without a Care
Trend: Prepare for the Worst
Mintel futures: Human
INNOVATIONS AND INNOVATORS
The maker movement meets the Internet of Things
Figure 10: Mimo wearable baby monitor, designed with Intel Edison, April 2014
Accommodating grandma
Figure 11: Famatic, April 2014
Using gamification for good
Figure 12: Khan Academy badge types, April 2014
Figure 13: Ayogo.com’s Monster Manor, April 2014
INDICATORS OF LIVING ONLINE
Key points
A pause in penetration growth
Figure 14: Incidence of internet usage, April 2009-December 2013
Users spending more time online in shorter bursts
Figure 15: Frequency of internet access for activities other than email, April 2009-December 2013
Figure 16: Time spent on the internet for activities other than email, April 2009-December 2013
Internet usage nearly universal among 18-44s
Figure 17: Incidence of internet usage, by age, April-December 2013
Internet users 55+ spend less time online and visit fewer sites
Figure 18: Frequency of internet access for activities other than email, by age, April-December 2013
Figure 19: Time spent on the internet for activities other than email, by age, April-December 2013
Figure 20: Number of unique websites visited in the last 7 days, by age, April-December 2013
Higher-income internet users living more of their lives online
Figure 21: Incidence of internet usage, by household income, April-December 2013
Figure 22: Frequency of internet access for activities other than email, by household income, April-December 2013
Figure 23: Time spent on the internet for activities other than email, by household income, April-December 2013
Figure 24: Number of unique websites visited in the last seven days, by household income, April-December 2013
WHERE AND HOW INTERNET IS ACCESSED
Key points
Home internet service most common in higher-income households
Figure 25: Incidence of household internet service subscription, by age, April-December 2013
Figure 26: Incidence of household internet service subscription, by household income, April-December 2013
Locations of usage rising
Figure 27: Internet usage by location, April 2009-December 2013
Higher-income internet users connect in more locations
Figure 28: internet usage by location, by age, April-December 2013
Figure 29: internet usage by location, by household income, April-December 2013
Use of connected devices exploded from 2011-13
Figure 30: internet usage by device, April 2009-December 2013
Figure 31: internet usage by device, by age, April-December 2013
Figure 32: internet usage by device, by household income, April-December 2013
Connected TVs, STBs heading toward mainstream adoption
Figure 33: Connected television penetration, by age, February 2014
Figure 34: Connected television ownership, by household income, February 2014
Online video STBs gain steam, offer new app ecosystem
Figure 35: Household ownership of internet-enabled TV devices, by age, April-December 2013
Figure 36: Household ownership of internet-enabled TV devices, by household income, April-December 2013
FREQUENCY OF WEB ACTIVITIES
Key points
Social networking tops daily frequency
Figure 37: Frequency of website and app usage, February 2014
High-bandwidth activities show fastest growth
Figure 38: Online activities in past seven days, April 2009-December 2013
Young adults seek entertainment online; 25-44s choose productivity
Figure 39: Online activities in past seven days, by age, April-December 2013
High-income groups live more of their lives online
Figure 40: Online activities in past seven days, by household income, April-December 2013
INTEREST IN NEW WEB ACTIVITIES
Key points
Smart home and wearable computing carry unmet demand
Figure 41: Interest in new internet activities, by age, February 2014
Early adoption peaks with 25-34s
Figure 42: Current use of new internet activities, by age, February 2014
Figure 43: Interest in trying new internet activities, by age, February 2014
Figure 44: Interest in receiving location based digital coupons, by age, February 2014
MOBILE WEB
Key points
Desire for constant connectivity driving mobile
Figure 45: Importance of having constant access to the internet, April 2011-December 2013
Figure 46: Constant access to smartphones, tablets, and laptops (all respondents), by age, February 2014
Figure 47: Constant access to phones, tablets, and laptops among product owners, by age, February 2014
Mobile revolution still in progress
Figure 48: Use of online features on cell phones, April 2011-December 2013
Figure 49: Attitudes to use of the internet on mobile devices, by age, April-December 2013
Figure 50: Attitudes to use of the internet on mobile devices, by household income, April-December 2013
Age and income shape mobile web behavior
Figure 51: Use of online cellphone features, by age, April-December 2013
Figure 52: Use of online cellphone features, by household income, April 2013-December 2013
App usage triumphs over other web-related behavior
Figure 53: Any use of apps in past 30 days, by age, April-December 2013
Figure 54: Any use of apps in past 30 days, by household income, April-December 2013
Figure 55: Types of apps used in past 30 days, by age, April-December 2013
Figure 56: Types of apps used in past 30 days, by household income, April -December 2013
ATTITUDES AND OPINIONS ABOUT THE INTERNET
Key points
Trust in websites falls
Figure 57: Trended attitudes toward internet usage, April 2011-December 2013
Web first stop for finding information
Figure 58: internet usage as source of information, by age, April-December 2013
Figure 59: internet usage as source of information, by household income, April-December 2013
Web continues to pull usage from other media
Figure 60: Use of internet as a replacement for all other media, by age, April-December 2013
Figure 61: Use of internet as a replacement for all other media, by household income, April-December 2013
Heaviest users most likely to want a break
Figure 62: Attitudes regarding constant access to the internet, by age, April-December 2013
Figure 63: Attitudes regarding constant access to the internet, by household income, April-December 2013
Figure 64: Attitudes and behavior related to decreasing time spent online, by household income, February 2014
Figure 65: Attitudes and behavior related to decreasing time spent online, by age, February 2014
MANAGING GOALS AND CHALLENGES ONLINE
Key points
Interest in online assistance exceeds interest for in-person support
Figure 66: Aspects of life where respondents seek more online versus offline assistance, February 2014
Younger adults want help in-person and online
Figure 67: Aspects of life where respondents seek more online assistance, by age, February 2014
Figure 68: Aspects of life where respondents seek more offline assistance, by age, February 2014
Figure 69: Aspects of life where respondents seek more online assistance, by household income, February 2014
Figure 70: Aspects of life where respondents seek more offline assistance, by household income, February 2014
RESEARCHING RESTAURANTS, ACTIVITIES, AND SERVICES
Key points
Younger, higher income, more likely to try new services
Figure 71: Use of new services in past three months, by age, February 2014
Figure 72: Use of new services in past three months, by household income, February 2014
Online resources key to finding new service providers
Figure 73: Types of online research conducted to find new services, February 2014
Younger users read web reviews; older search for deals
Figure 74: Types of online research conducted to find new restaurants, by age, February 2014
Figure 75: Types of online research conducted to find new leisure activities, by age, February 2014
Figure 76: Types of online research conducted to find new medical services, by age, February 2014
RACE AND HISPANIC ORIGIN
Key points
Demographic drivers
Access and usage
Figure 77: Incidence of household internet service subscription, by race/Hispanic origin, April-December 2013
Figure 78: Frequency of internet access for activities other than email, by race/Hispanic origin, April -December 2013
Figure 79: Time spent on the internet for activities other than email, by race/Hispanic origin, April-December 2013
Figure 80: Number of unique websites visited in the last 7 days, by race/Hispanic origin, April-December 2013
Mobile web
Figure 81: Attitudes to use of the internet on mobile devices, by race/Hispanic origin, April-December 2013
Figure 82: Cell/wireless phone features used in past 30 days, by race/Hispanic origin, April-December 2013
Figure 83: internet use for information and entertainment, by race/Hispanic origin, April-December 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Tables by household income
Figure 84: Interest in new internet activities, by household income, February 2014
Figure 85: Current internet activities, by household income, February 2014
Figure 86: Interest in receiving location based digital coupons, by household income, February 2014
Figure 87: Constant access to phones, tablets, and laptops among product owners, by household income, February 2014
Figure 88: Types of online research conducted to find new restaurants, by household income, February 2014
Figure 89: Types of online research conducted to find new medical services, by household income, February 2014
Figure 90: Types of online research conducted to find new subscription services, by household income, February 2014
Tables by race/Hispanic origin
Figure 91: internet usage by location, by race/Hispanic origin, April 2013-December 2013
Figure 92: internet usage by device, by race/Hispanic origin, April-December 2013
Figure 93: Online activities in past seven days, by race/Hispanic origin, April-December 2013
Figure 94: Current use of internet activities, by race/Hispanic origin, February 2014
Figure 95: Interest in trying new internet activities, by race/Hispanic origin, February 2014
Figure 96: Constant access to phones, tablets, and laptops among product owners, by race/Hispanic origin, February 2014
Figure 97: Any use of apps in past 30 days, by race/Hispanic origin, April-December 2013
Figure 98: Types of apps used in past 30 days, by race/Hispanic origin, April 2013-December 2013
Figure 99: Attitudes and behavior related to decreasing time spent online, by race, February 2014
Figure 100: Aspects of life where respondents seek more online assistance, by race/Hispanic origin, February 2014
Figure 101: Aspects of life where respondents seek more offline assistance, by race/Hispanic origin, February 2014
Figure 102: Use of new services in past three months, by race/Hispanic origin, February 2014
Figure 103: Types of online research conducted to find new restaurants, by race/Hispanic origin, February 2014
Tables by gender and age
Figure 104: Types of online research conducted to find new leisure activities, by gender, February 2014
Figure 105: Incidence of internet usage, by gender and age, April-December 2013
Figure 106: Frequency of internet access for activities other than email, by gender and age, April 2013-December 2013
Figure 107: Number of unique websites visited in the last 7 days, by gender and age, April-December 2013
Figure 108: internet usage by location, by gender and age, April 2013-December 2013
Figure 109: internet usage by device, by gender and age, April-December 2013
Figure 110: Household ownership of internet-enabled TV devices, by gender and age, April-December 2013
Figure 111: Online activities in past seven days, by gender and age, April-December 2013
Figure 112: Current use of new internet activities, by gender and age, February 2014
Figure 113: Interest in trying new internet activities, by gender and age, February 2014
Figure 114: Any use of apps in past 30 days, by gender and age, April 2013-December 2013
Figure 115: Attitudes and behavior related to decreasing time spent online, by gender and age, February 2014
Figure 116: Aspects of life where respondents seek more online assistance, by gender and age, February 2014
Figure 117: Aspects of life where respondents seek more offline assistance, by gender and age, February 2014
Figure 118: Use of new services in past three months, by gender and age, February 2014
Figure 119: Types of online research conducted to find new restaurants, by gender and age, February 2014
APPENDIX – TRADE ASSOCIATIONS