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Consumer Cloud Computing - US - December 2012

“Use of a cloud service has passed through early adoption and now encompasses more than a third of internet users. However, the majority of usage is based on free services, and it may be necessary to offer qualitative differences in service to attract paid usage, rather than basing fees around the amount of storage made available.”

– Billy Hulkower, Senior Technology Analyst

Some questions answered in this report include:

  • Is there a problem with local storage?
  • Who foots the bill for storage?
  • Where’s the profit?
  • Where’s the marketing support?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Overview
                    • Internet outside of home drives frequency, paid accounts
                      • Figure 1: Frequency of accessing cloud services, by types of internet service used, September 2012
                    • iCloud tops brand use
                      • Figure 2: Any and paid use of select cloud services, by brand, September 2012
                    • Streaming content competing effectively
                      • Clouds for the young
                        • Figure 3: Use of cloud services, by age, September 2012
                      • Focusing on family
                        • Digital stores as drivers
                          • Figure 4: Brand of digital stores used to buy movies, music, games, and apps, September 2012
                        • Music, photos most commonly stored
                          • Figure 5: Types of content stored in the cloud, September 2012
                        • Confusion over need and nature of service is an obstacle to uptake
                          • Figure 6: Reasons for not using cloud services, by gender, September 2012
                        • Majority of nonusers interested
                          • Figure 7: Interest in cloud service features among nonusers, September 2012
                        • Physical media still in lead
                          • Security, referrals possible approaches to poaching
                            • Urban dwellers more attractive
                              • Figure 8: Use of paid cloud services, by urban area, September 2012
                            • What we think
                            • Issues in the Market

                                • Is there a problem with local storage?
                                  • Who foots the bill for storage?
                                    • Where’s the profit?
                                      • Where’s the marketing support?
                                      • Trend Applications

                                          • Trend: Why Buy?
                                            • Figure 9: Familiarity with cloud services, by gender, September 2012
                                            • Figure 10: Familiarity with cloud services, by age, September 2012
                                            • Figure 11: Reasons for not using cloud services, September 2012
                                        • Insights and Opportunities

                                          • Picking up where Apple and Google leave off
                                            • Gifts that keep on giving
                                              • Figure 12: Books purchases as gifts, by gender, August 2011-March 2012
                                              • Figure 13: Book purchases as gifts, by age, August 2011-March 2012
                                            • Never forget a textbook
                                              • Figure 14: Digital and physical book purchasing, by level of education, February 2010-March 2011
                                            • CD-to-cloud service
                                            • Market Drivers

                                              • Key points
                                                • Access to internet outside of the home
                                                  • Figure 15: Use of cloud services, by types of internet access, September 2012
                                                  • Figure 16: Frequency of accessing cloud services, types of internet service used, September 2012
                                                  • Figure 17: Use of paid cloud services, by types of internet service used, September 2012
                                                  • Figure 18: Types of internet service used, by household income, September 2012
                                                  • Figure 19: Types of internet service used, by household size, September 2012
                                                • Digital media acquisition
                                                  • Figure 20: Brand use of cloud services, by recent purchase of digital media, September 2012
                                                  • Figure 21: Use of cloud services, by use of branded digital stores, September 2012
                                                  • Figure 22: Purchase of digital media in past 30 days, by age, September 2012
                                              • Competitive Context: Streaming Content

                                                • Key points
                                                  • Streaming content
                                                    • “Free” video at YouTube and Hulu
                                                      • Figure 23: Use of YouTube and Hulu in past 30 days, by age, August 2011-March 2012
                                                      • Figure 24: Websites used to watch online video, by age, August 2012
                                                    • Rentals
                                                      • Digital movie sell-through far behind digital rentals
                                                        • Figure 25: U.S. digital movie sales and rentals by segment, 2011-12
                                                      • Book libraries
                                                        • Pandora and company lift internet radio
                                                          • Figure 26: Internet radio use in past week, stations used, by age, March 2012
                                                          • Figure 27: Download of music listening apps, by age, February 2012
                                                      • Innovation and Innovators

                                                          • Dropbox promotions in constant flux
                                                            • Glacier moves slowly
                                                              • Otixo cares for the multiple-cloud user
                                                                • iCloud protects users from hardware theft and loss
                                                                  • Google Drive space cheap with a Chromebook
                                                                  • Use of Digital Media and Digital Stores

                                                                    • Key points
                                                                      • Only Google presents a unified store
                                                                        • Figure 28: Brand of digital stores used to buy movies, music, games, and apps, September 2012
                                                                        • Figure 29: Purchase of digital media in past 30 days, by gender, September 2012
                                                                        • Figure 30: Brand of digital stores used to buy digital media in past 30 days, by age, September 2012
                                                                    • Physical vs. Digital, Purchase and Consumption

                                                                        • Key points
                                                                          • E-books gain steam relative to physical books
                                                                            • Figure 31: Digital and physical book purchasing, July 2008-March 2012
                                                                            • Figure 32: Devices used to read e-books, July 2009-March 2012
                                                                            • Figure 33: Digital and physical book purchasing, by gender, August 2011-March 2012
                                                                            • Figure 34: Digital and physical book purchasing, by household income, August 2011-March 2012
                                                                          • CD purchase still more common than music download
                                                                            • Figure 35: Purchase of CDs and music downloads, July 2008-March 2012
                                                                            • Figure 36: Purchase of CDs and music downloads, by age, August 2011-March 2012
                                                                        • Cloud Use

                                                                          • Key points
                                                                            • iCloud sits atop clouds
                                                                              • Figure 37: Familiarity with and free/paid use of select cloud computing services, September 2012
                                                                            • Age dominates demographic criteria for use
                                                                              • Figure 38: Use of cloud services, by age, September 2012
                                                                            • Women less likely to open pocketbooks
                                                                              • Figure 39: Use of cloud services, by gender, September 2012
                                                                              • Figure 40: Frequency of accessing cloud services, by gender, September 2012
                                                                              • Figure 41: Use of paid cloud services, by gender, September 2012
                                                                            • More folk to use, more folk do use
                                                                              • Figure 42: Frequency of accessing cloud services, by marital status and presence of children, September 2012
                                                                              • Figure 43: Use of cloud services, by household size, September 2012
                                                                            • Income helps drive paid use, up to a point
                                                                              • Figure 44: Use of cloud services, by household income, September 2012
                                                                              • Figure 45: Use of paid cloud services, by household income, September 2012
                                                                          • How Cloud Services are Used

                                                                            • Key points
                                                                              • Music, photos most commonly stored
                                                                                • Figure 46: Types of content stored in the cloud, by gender, September 2012
                                                                                • Figure 47: Types of content stored in the cloud, by age, September 2012
                                                                                • Figure 48: Types of content stored in the cloud, by cloud service brand used, September 2012
                                                                              • PCs still primary for access
                                                                                • Figure 49: Hardware used to access cloud services, by household income, September 2012
                                                                            • Cloud Concerns and Evangelists

                                                                              • Key points
                                                                                • Possibilities in subscriber poaching lie in security concerns
                                                                                  • Figure 50: Attitudes toward security with and streaming from cloud services, by age, September 2012
                                                                                • Cloud evangelism highest among Millennials
                                                                                  • Figure 51: Recommendation of cloud services to others, by age, September 2012
                                                                              • Interest among Nonusers

                                                                                • Key points
                                                                                  • Cloud services hazy to nonusers
                                                                                    • Figure 52: Reasons for not using cloud services, by gender, September 2012
                                                                                  • Majority of nonusers interested
                                                                                    • Figure 53: Interest in cloud service features among nonusers, September 2012
                                                                                  • Interest in backup services for PCs and tablets nearly 100 million strong
                                                                                    • Figure 54: Interest in backup service features among non-cloud service users, by age, September 2012
                                                                                    • Figure 55: Interest in backup features among nonusers, by gender, September 2012
                                                                                  • Interest in media services
                                                                                    • Figure 56: Interest in media features among non-cloud service users, by age, September 2012
                                                                                • Race and Hispanic Origin

                                                                                  • Whites slow on the draw
                                                                                    • Figure 57: Brand of digital stores used to buy digital media in past 30 days, by race/Hispanic origin, September 2012
                                                                                    • Figure 58: Use of cloud services, by race/Hispanic origin, September 2012
                                                                                • Custom Consumer Analysis: The Urbanite

                                                                                  • Key point
                                                                                    • Urbanites up to speed
                                                                                      • Figure 59: Familiarity with cloud services, by urban area, September 2012
                                                                                      • Figure 60: Use of cloud services, by urban area, September 2012
                                                                                      • Figure 61: Use of paid cloud services, by urban area, September 2012
                                                                                      • Figure 62: Frequency of accessing cloud services, by urban area, September 2012
                                                                                    • Urban lifestyle may lend itself to digital purchases
                                                                                        • Figure 63: Use of digital stores to purchase movies, music, games, and apps, by urban area, September 2012
                                                                                        • Figure 64: Brand of digital stores used to buy digital media in the past 30 days, by urban area, September 2012
                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                      • Use of physical and digital media
                                                                                        • Figure 65: Devices used to read e-books, by gender, August 2011-March 2012
                                                                                        • Figure 66: Devices used to read e-books, by age, August 2011-March 2012
                                                                                        • Figure 67: Devices used to read e-books, by household income, August 2011-March 2012
                                                                                        • Figure 68: Digital and physical book purchasing, by age, August 2011-March 2012
                                                                                        • Figure 69: Purchase of CDs and music downloads, by household income, August 2011-March 2012
                                                                                      • Use of digital stores
                                                                                        • Figure 70: Use of digital stores to purchase movies, music, games, and apps, by presence of children in household, September 2012
                                                                                        • Figure 71: Brand of digital stores used to buy digital media in past 30 days, by household income, September 2012
                                                                                        • Figure 72: Brand of digital stores used to buy digital media in the past 30 days, by gender, September 2012
                                                                                      • How cloud services are used
                                                                                        • Figure 73: Frequency of accessing cloud services, by household income, September 2012
                                                                                        • Figure 74: Types of content stored in the cloud, by presence of children in household, September 2012
                                                                                        • Figure 75: Hardware used to access cloud services, by age, September 2012
                                                                                        • Figure 76: Hardware used to access cloud services, by types of internet service used, September 2012
                                                                                      • Interest in and familiarity with cloud services
                                                                                        • Figure 77: Interest in cloud service among nonusers, by presence of children in household, September 2012
                                                                                        • Figure 78: Interest in media features among non-cloud service users, by gender, September 2012
                                                                                        • Figure 79: Interest in backup services among non-cloud service users, by household income, September 2012
                                                                                        • Figure 80: Interest in media features among non-cloud service users, by household income, September 2012
                                                                                        • Figure 81: Familiarity with cloud services, by household income, September 2012

                                                                                    Companies Covered

                                                                                    • Amazon North America
                                                                                    • Apple, Inc
                                                                                    • Barnes & Noble, Inc
                                                                                    • Blockbuster USA
                                                                                    • Facebook, Inc.
                                                                                    • Google, Inc.
                                                                                    • Microsoft USA
                                                                                    • MySpace.com
                                                                                    • Netflix, Inc.
                                                                                    • Samsung Electronics (USA)
                                                                                    • Spotify AB
                                                                                    • Walmart Stores (USA)
                                                                                    • Yahoo! Inc
                                                                                    • YouTube, Inc.

                                                                                    Consumer Cloud Computing - US - December 2012

                                                                                    US $3,995.00 (Excl.Tax)