Digital Trends: Fall - US - September 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Slowing adoption for wearables
Figure 1: Ownership of wearable technology, June 2016 vs June 2017
Softening interest in televisions
Figure 2: Intent to purchase televisions, February 2016 vs June 2017
Product pricing at launch and early adopter budgets often misaligned
Figure 3: Interest* in smart ear buds and smart glasses, by household income, June 2017
The opportunities
Voice interface a hit
Figure 4: Ownership of new tech hardware, January vs June 2017
Streaming products carry momentum, potential
Figure 5: Ownership of smart TVs and streaming media players, January 2014 vs June 2017
Substantial case for continuing smartphone upgrades
Figure 6: Smartphone and tablet ownership, April 2015 vs April 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Median income bright spot
MARKET FACTORS
Population of young adults
Figure 7: US population by age, 2012-22
Households with children
Figure 8: Households with related children, 2006-16
Median income
Figure 9: Median household income, in inflation-adjusted dollars, 2005-15
KEY TRENDS – WHAT YOU NEED TO KNOW 
Use of sVOD, streaming music, rising
Shifts from connectivity to passivity
Cravings for smart thermostats, digital assistants
WHAT’S WORKING?
Entertainment in cloud becomes bedrock of web
Figure 10: Weekly usage of streaming media, February 2016 vs June 2017
Figure 11: Daily usage of streaming media, February 2016 vs June 2017
Mobile web access
What’s changing: faster service
What’s changing: unlimited data
What’s changing: larger screens on phones
What’s changing: smaller screens for video
Figure 12: Devices used to access the internet, January 2014-June 2017
WHAT’S STRUGGLING?
Interest in ourselves
Figure 13: Daily social activity, February 2016 vs June 2017
Figure 14: Weekly social activity, February 2016 vs June 2017
Interactivity takes a small dive
Figure 15: Daily gaming, February 2016 vs June 2017
Figure 16: Weekly gaming, February 2016 vs June 2017
WHAT’S NEXT?
Interest in smart home, wearable tech rising
Figure 17: Ownership of new tech hardware, January vs June 2017
Smart audio marks looming shift in interfaces
Figure 18: Interest* in new tech products, January vs June 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
Plethora of pursuits result in decreased daily usage
Mobile video, solitary viewing threaten home theater
Wearables struggling to mainstream
ONLINE ACTIVITIES
Taking it easy via intermittent usage
Figure 19: Daily and weekly engagement in online activity, June 2017
Figure 20: Weekly use of social media services, February-July 2017
Women stream nearly as much as men
Figure 21: Weekly engagement with online activities, by gender, June 2017
Women lead on Facebook, Snapchat, and Pinterest
Figure 22: Daily use of social media services, by gender, July 2017
Few sources for daily contact
Figure 23: Engagement in social activities multiple times per day, June 2017
Figure 24: Social media services used multiple times per day, July 2017
Potential brand ambassadors assembling among 18-34s
Figure 25: Engagement in social activities multiple times per day, by gender and age, June 2017
HOME THEATER
Stalling penetration
Figure 26: Home theater technology ownership, February 2016 vs June 2017
Declines in intent to purchase televisions
Figure 27: Intent to purchase televisions, February 2016 vs June 2017
Bright spots streaming
Figure 28: Ownership of smart TVs and streaming media players, January 2014 vs June 2017
Larger households invest
Figure 29: Home theater technology ownership, by household size, June 2017
Focusing on the high-end
Figure 30: Home theater technology ownership, by household income, June 2017
Men gearing to upgrade consoles
Figure 31: Gaming console ownership and intent to purchase, by gender and age, June 2017
WEARABLE TECH
Small gains in fitness, brighter future possible
Figure 32: Ownership of wearable tech, June 2016 vs June 2017
VR, hearables garner interest
Figure 33: Interest* in VR headsets, smart ear buds, and smart glasses, June 2017
Finding the middle ground comes at a cost
Figure 34: Interest in smart ear buds and smart glasses, by household income, June 2017
MOBILE TECH
Smartphone remains worthy of upgrades
Figure 35: Smartphone and tablet ownership, April 2015 vs April 2017
Smartphone tops intent to purchase and makes gains
Figure 36: Intent to purchase smartphones and tablets, February 2016 vs June 2017
Smartphone intent to purchase crosses all demographics
Figure 37: Intent to purchase smartphones and tablets, by gender and age, June 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE CONSUMER 
Figure 38: Social activities conducted online, April 2015 vs June 2017