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Digital Trends Spring - US - April 2016

Digital Trends Spring - US - April 2016

"Consumers feel ambivalent toward technology. They are both highly connected and concerned about the social impact of this connectivity. As a result, companies are caught in a balancing act that, on one hand, challenges them to engage and entertain their targets. On the other, brands must avoid overwhelming consumers with choices and always-on connectivity."

- Bryant Harland, Technology Analyst

This report discusses the following key topics:

Key technology market segments saturated
Consumers show mixed feelings toward technology


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Household television ownership April 2015-February 2016
Figure 2: Attitudes toward technology, February 2016
The opportunities
Figure 3: Household laptop and desktop ownership, 2015-16
Figure 4: Frequency of online activities, February 2016
What it means
THE MARKET
What you need to know
5G will pave the way for richer mobile media
Native advertising growing
Market factors
Verizon plans to roll out 5G in 2017
Figure 5: Mobile app usage, August 2015
Consumers adopting ad blockers, pushing marketers toward native ads
KEY PLAYERS
What you need to know
Streaming video revenue climbing
Desktops falter in light of more portable hardware
New content to drive interest in hardware
What’s working?
Streaming video making dramatic gains
What’s struggling?
Desktops lose share of computer market
Figure 6: Household laptop and desktop ownership, by age, February 2016
What’s next?
AR, VR, and 4K to spur interest in hardware
THE CONSUMER
What you need to know
Consumers show demand for smart media hardware and tablets
Streaming video leads activities done online
Hispanics readily adopt social-oriented technologies
High connectivity leading to ambivalence
Household technology products ownership
Televisions
Figure 7: Household television ownership, February 2016
Figure 8: Household television ownership (any TV) 2010-15
Figure 9: Household smart television ownership, by gender and age, February 2016
Figure 10: Household UHD television ownership, by age of children, February 2016
Laptop and desktop computers
Figure 11: Household laptop and desktop ownership, 2015-16
Figure 12: Household laptop and desktop ownership, by age, February 2016
Figure 13: Household laptop and desktop ownership, by race and Hispanic origin, February 2016
Tablets and e-readers
Figure 14: Household tablet and e-reader ownership, February 2016
Figure 15: Household tablet ownership, by household income, February 2016
Personal technology products ownership
Little change for most personal electronics
Figure 16: Personal electronics ownership, 2015-16
Smartwatch owners in the minority, but market share growing
Figure 17: Personal smartwatch ownership, 2014-16
Fitness trackers as a bridge to smartwatches
Figure 18: Personal technology products ownership, by gender and wearables ownership, February 2016
Methods of internet access
Smart TVs increasingly used for internet access
Figure 19: Methods of internet access, April 2015-February 2016
Younger consumers: Access from anywhere
Figure 20: Methods of internet access, by age, February 2016
Frequency of online activities
Paid streaming video and account sharing
Figure 21: Frequency of online activities, February 2016
Streaming music faces challenges in engaging young women
Figure 22: Frequency of online activities (daily), by gender and age, February 2016
Hispanics are social content creators
Figure 23: Frequency of online activities (daily), by gender and age, February 2016
Consumers’ intent to purchase technology products
Consumer purchase intent reinforces growth for portable hardware
Figure 24: Purchase intent for electronics products, February 2016
Hispanics and Asians show heightened purchase intent for UHD devices
Figure 25: Purchase intent for electronics products, by race and Hispanic origin, February 2016
Consumers’ attitudes toward technology
Consumers recognize the negative impact of technology
Figure 26: Attitudes toward technology, February 2016
Younger consumers want to learn more about technology
Figure 27: Attitudes toward technology, by gender and age, February 2016
Hispanics, Asians see themselves as early adopters
Figure 28: Attitudes toward technology, by race and Hispanic origin, February 2016
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Consumer
Figure 29: Personal technology products ownership, by gender and wearables ownership, February 2016
Figure 30: Methods of internet access, by household income, February 2016
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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