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Digital Trends Fall - US - September 2014

“Ownership of smartphones, tablets, digital media STBs (set-top boxes), e-readers, and Blu-ray players are all in the midst of penetration growth. At the same time, ownership of television sets, desktop computers, gaming consoles, and digital cameras show limited declines. Consumers may be in love with multifunction devices, but they retain interest in limited-function hardware that provides an enhanced UX (user experience).”
- Billy Hulkower, Senior Analyst, Technology and Media
This report looks at the following areas:

  • Hardware
  • Online Activities
  • Impact of race and Hispanic origin
Hardware is a notoriously difficult market, with razor thin margins accompanied by rapid shifts in market share between brands. However, emerging product categories typically provide room for established brands to profit, and for new brands to make their mark.
Currently, smartphones and tablets are still in the midst of rapid gains in penetration and still retain vast room for further gains, with 30% of adults not yet owning a smartphone and 58% not yet owning a tablet.
 
Rapid gains and opportunities are also apparent in digital media set-top boxes and sticks, as well as in 3-D (three-dimensional), and internet-enabled Blu-ray players. Penetration in growth in these arenas will likely continue even as a stream of newer products launch, including smartwatches, augmented reality glasses, and virtual reality goggles. Several of these product groups present software brands new ecosystems in which to sell games, apps, and videos.

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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

                    • Hardware
                      • Rising adoption for Blu-ray, digital media players
                        • Figure 1: Increasing ownership of living room hardware, January vs June 2014
                      • Clutter not a focus
                        • Figure 2: Household ownership of consumer electronics, June 2014
                      • Three handhelds rising
                        • Figure 3: Increasing ownership of personal electronics, January-June 2014
                      • Online activities
                        • Marketplace increasingly a two-way street
                          • Figure 4: Online activities related to purchases, January-June 2014
                        • More, more, and more: Time online, social activity, entertainment pursuits
                          • Figure 5: Select online communication and entertainment activities with rising usage, January-June 2014
                        • What we think
                        • Television Ownership and Purchasing

                          • Key points
                            • Internet-enabled televisions on the rise
                              • Lackluster performance for 3DTVs
                                • Figure 6: Household ownership of televisions, July 2013-June 2014
                              • No decline in average number of sets per household
                                • Figure 7: Number of televisions owned, June 2014
                              • Televisions top of mind for recent purchasing/intent to purchase
                                • Figure 8: Recent purchase and intent to purchase televisions, June 2014
                            • Physical and Digital Playback

                              • Key points
                                • Leading tech firms throw weight into digital media players
                                  • Figure 9: Amazon Fire TV marketing on landing page, August 2014
                                • Low price points drive Blu-ray, streaming media players
                                  • Figure 10: Household media playback device ownership, July 2013-June 2014
                                • One in seven plan to buy media playback hardware
                                  • Figure 11: Recent purchase and intent to household media playback devices, June 2014
                              • PCs

                                • Key points
                                  • PCs hold their own
                                    • Figure 12: Ownership of PCs, July 2013-June 2014
                                  • Desktops still on the table
                                    • Figure 13: Recent purchase and intent to purchase PCs, June 2014
                                • Gaming Consoles

                                  • Key points
                                    • No expansion in console ownership from 8th generation launches
                                      • Figure 14: Gaming console ownership, July 2013-June 2014
                                      • Figure 15: Perceptions and motivations regarding video gaming, by household income, June 2014
                                    • Substantial intent to purchase
                                      • Figure 16: Recent purchase and intent to purchase home gaming consoles, June 2014
                                    • Steam Machines enter beta
                                      • Figure 17: Steam Machines beta launch screenshot, August 2014
                                  • Handheld Hardware

                                    • Key points
                                      • Dedicated portable ownership flat as multifunction rises
                                        • Figure 18: Personal ownership of handheld electronics, July 2013-June 2014
                                      • Short replacement cycle for phones persists
                                        • Figure 19: Recent purchase and intent to purchase mobile hardware, June 2014
                                        • Figure 20: Microsoft surface Pro 3 vs MacBook Air screenshot, August 2014
                                      • Continuing interest in dedicated devices
                                        • Figure 21: Recent purchase and intent to dedicated portable hardware, June 2014
                                    • Internet Usage

                                      • Key points
                                        • New user stagnation
                                          • Figure 22: Internet usage, August 2011-March 2014
                                        • Growth to accrue only among over-45s
                                          • Figure 23: Incidence of internet usage, by age, August 2013-March 2014
                                        • No growth environment for home internet subs
                                          • Figure 24: Household internet service subscription, July 2012-March 2014
                                        • Usage away from home rising
                                          • Figure 25: Internet usage by location, August 2011-March 2014
                                        • Hours spent online at home still rising
                                          • Figure 26: Time spent on the internet for activities other than email, April 2009-December 2013
                                        • Mobile web
                                          • Continuing gains in mobile access
                                              • Figure 27: Hardware used to access the internet, January vs June 2014
                                            • By activity, mobile lags far behind PCs
                                              • Figure 28: Online activities in past three months 1, PC vs smartphone vs tablet, June 2014
                                              • Figure 29: Online activities in past three months 2, PC vs smartphone vs tablet, June 2014
                                          • Online Activities

                                            • Key points
                                              • Checking in more often enables wider arrays of activities
                                                • Figure 30: Frequency of internet access for activities other than email, April 2009-December 2013
                                              • Communication, personal expression continue to shift online
                                                  • Figure 31: Use of online communication tools in past three months, July 2013-June 2014
                                                • Increasing marketplace participation
                                                    • Figure 32: Online activities related to making purchases, July 2013-June 2014
                                                  • Streaming, internet-based entertainment gaining steam
                                                    • Figure 33: Use of online entertainment activities, July 2013-June 2014
                                                  • Ad dollars may be better positioned in online radio than terrestrial radio
                                                    • Figure 34: Response to terrestrial and internet radio ads, October 2013
                                                  • Paid news sees gains
                                                    • Figure 35: Use of online information services, July 2013-June 2014
                                                • Impact of Age

                                                  • Key points
                                                      • Figure 36: Household ownership of consumer electronics, by age, June 2014
                                                      • Figure 37: Types of televisions owned, by age, June 2014
                                                      • Figure 38: Personal ownership of portable electronics, by age, June 2014
                                                      • Figure 39: Recent purchase of consumer electronics, by age, June 2014
                                                      • Figure 40: Intent to purchase consumer electronics, by age, June 2014
                                                      • Figure 41: Online activities in past three months 1, by age, June 2014
                                                      • Figure 42: Online activities in past three months 2, by age, June 2014
                                                  • Impact of Household Income

                                                    • Key points
                                                        • Figure 43: Household ownership of consumer electronics, by household income, June 2014
                                                        • Figure 44: Types of televisions owned, by household income, June 2014
                                                        • Figure 45: Personal ownership of portable electronics, by household income, June 2014
                                                        • Figure 46: Recent purchase of consumer electronics, by household income, June 2014
                                                        • Figure 47: Intent to purchase consumer electronics, by household income, June 2014
                                                        • Figure 48: Online activities in past three months 1, by household income, June 2014
                                                        • Figure 49: Online activities in past three months 2, by household income, June 2014
                                                    • Impact of Race/Hispanic Origin

                                                      • Key points
                                                          • Figure 50: Household ownership of televisions and media playback hardware, by race/Hispanic origin, June 2014
                                                          • Figure 51: Personal ownership of portable hardware, by race and Hispanic origin, June 2014
                                                          • Figure 52: Recent purchase of consumer electronics, by race/Hispanic origin, June 2014
                                                          • Figure 53: Intent to purchase consumer electronics, by race/Hispanic origin, June 2014
                                                          • Figure 54: Online activities in past three months 1, by race/Hispanic origin, June 2014
                                                          • Figure 55: Online activities in past three months 2, by race/Hispanic origin, June 2014
                                                      • Additional Useful Consumer Tables

                                                        • Gender
                                                          • Figure 56: Recent purchase of consumer electronics, by gender, June 2014
                                                          • Figure 57: Types of televisions owned, by gender, June 2014
                                                          • Figure 58: Intent to purchase consumer electronics, by gender, June 2014
                                                        • Gender and age
                                                          • Figure 59: Types of televisions owned, by gender and age, June 2014
                                                          • Figure 60: Recent purchase of consumer electronics, by gender and age, June 2014
                                                          • Figure 61: Intent to purchase consumer electronics, by gender and age, June 2014
                                                          • Figure 62: Online activities in past three months 1, by gender and age, June 2014
                                                          • Figure 63: Online activities in past three months 2, by gender and age, June 2014
                                                        • Presence of children in household
                                                          • Figure 64: Household ownership of consumer electronics, by presence of children in household, June 2014
                                                          • Figure 65: Types of televisions owned, by presence of children in household, June 2014
                                                          • Figure 66: Personal ownership of consumer electronics, by presence of children in household, June 2014
                                                          • Figure 67: Recent purchase of consumer electronics, by presence of children in household, June 2014
                                                          • Figure 68: Intent to purchase consumer electronics, by presence of children in household, June 2014
                                                        • Household income
                                                          • Figure 69: Number of televisions owned (average), by household income, June 2014

                                                      Companies Covered

                                                      • Amazon North America

                                                      Digital Trends Fall - US - September 2014

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