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Digital Trends Spring - US - March 2014

“The gap between rich and poor is shrinking, at least as far as consumer electronics is concerned. Lower-income groups are demonstrating higher levels of consumer electronics ownership as well as internet use. Expanding the market may entail focusing on lower-income groups.” – Ika Erwina, Retail and Technology Analyst

This is the third report in a semi-annual series that examines trends in consumer electronics ownership and online activities, providing a broad overview of changing ownership and use of digital products and services. Hardware coverage analyzes household and personal ownership, as well as purchase intent. The report focuses on consumers’ online behavior, methods of accessing the internet, and activities conducted online via computer, tablet, or smartphone, with an emphasis on online activities related to shopping.

For the purposes of this report, consumer electronics consist of physical products that do not require substantial installation. This definition excludes automotive electronics and home security systems, and includes items such as tablets, computers, cell phones, televisions, cameras, portable navigation and portable media players, home theater audio, Blu-ray/DVD players, DVRs, and home gaming consoles. In-car electronics are covered by Mintel in a dedicated title, In-Car Electronics—US, August 2013.

 

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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
                      • High existing penetration levels impede growth
                        • Figure 1: Household electronics ownership, July 2013-January 2014
                      • Appealing to late adopters
                        • Figure 2: Personal electronics ownership, by age, January 2014
                      • Low-income consumers present a new sales stream
                        • Figure 3: Personal electronics ownership, by household income, January 2014
                      • Minorities ready to buy or upgrade
                        • Figure 4: Intent to purchase electronics, by race and Hispanic origin, January 2014
                      • Technophiles likely to respond to mobile marketing
                        • Figure 5: Selected personal electronics ownership, by personal electronics ownership, January 2014
                      • Online activities
                        • PC remains the platform of choice for online activities
                          • Figure 6: Online activities done in past three months on a PC, smartphone, and tablet, January 2014
                        • Location-based services led by desktops, despite better fit with mobile devices
                          • Figure 7: Online activities conducted in past three months—searching, shopping, reviewing, January 2014
                        • Online purchasing activity closely correlates with income
                          • Figure 8: Online activities conducted in past three months—searching, shopping, reviewing, by household income, January 2014 (part 1)
                          • Figure 9: Online activities conducted in past three months—searching, shopping, reviewing, by household income, January 2014 (part 2)
                        • What we think
                        • Hardware

                          • Key points
                            • Household electronics
                              • High penetration standing in the way of growth
                                  • Figure 10: Household electronics ownership, July 2013-January 2014
                                • Household electronics ownership mostly shows reverse correlation with age and income
                                  • Figure 11: Household electronics ownership, by age, January 2014 (part 1)
                                  • Figure 12: Household electronics ownership, by age, January 2014 (part 2)
                                  • Figure 13: Household electronics ownership, by household income, January 2014 (part 1)
                                  • Figure 14: Household electronics ownership, by household income, January 2014 (part 2)
                                • Concerted efforts for electronics owned at home
                                  • Figure 15: Household electronics ownership, by household electronics ownership, January 2014
                                • Slow adoption in latest TV technologies
                                  • Figure 16: Types of televisions owned, July 2013-January 2014
                                • Higher household income likely leads to more TV features
                                  • Figure 17: Types of televisions owned and average number of televisions owned in a household, by household income, January 2014
                                • Younger-aged men avid TV enthusiasts
                                  • Figure 18: Types of televisions owned and average number of televisions owned in a household, by gender and age, January 2014
                                • Personal electronics
                                  • A rise in smartphone and tablet market penetrations
                                    • Figure 19: Personal electronics ownership, July 2013-January 2014
                                  • Emphasizing marketing to older groups
                                    • Figure 20: Personal electronics ownership, by age, January 2014
                                    • Figure 21: Personal electronics ownership, by household income, January 2014
                                  • Tech savvy likely accustomed to mobile advertising
                                    • Figure 22: Selected personal electronics ownership, by personal electronics ownership, January 2014
                                  • Intent and consideration to purchase
                                    • Smartphones, HDTVs, laptops, tablets most sought after
                                      • Figure 23: Intent or consideration for purchase of electronics, January 2014
                                      • Figure 24: Intent to purchase electronics, July 2013-January 2014
                                      • Figure 25: Consideration of electronics purchases, July 2013-January 2014
                                    • 18-44s most likely enthralled by electronic purchases
                                      • Figure 26: Intent to purchase electronics, by age, January 2014 (part 1)
                                      • Figure 27: Intent to purchase electronics, by age, January 2014 (part 2)
                                      • Figure 28: Intent to purchase electronics, by personal electronics ownership, January 2014 (part 1)
                                      • Figure 29: Intent to purchase electronics, by personal electronics ownership, January 2014 (part 2)
                                      • Figure 30: Intent to purchase electronics, by select household electronics ownership, January 2014
                                  • Online Activities

                                    • Key points
                                      • Methods of accessing the internet
                                        • PCs continue to be the go-to internet access channel
                                          • Figure 31: Hardware used to access the internet, July 2013-January 2014
                                        • Access to the internet likely mirrors hardware ownership
                                          • Figure 32: Hardware used to access the internet, by age, January 2014
                                          • Figure 33: Hardware used to access the internet, by household income, January 2014
                                        • PC most used hardware platform for online activities
                                          • Figure 34: Online activities done in past three months on a PC, smartphone, and tablet, January 2014
                                        • Types of online activities
                                          • Most online activities on the rise
                                            • Figure 35: Online activities conducted in past three months, July 2013-January 2014
                                          • Adults aged 18-34 most active online users
                                            • Figure 36: Online activities conducted in past three months—media usage, gaming, dating, by age, January 2014 (part 1)
                                            • Figure 37: Online activities conducted in past three months—media usage, gaming, dating, by age, January 2014 (part 2)
                                          • Online activities related to searching, e-commerce, reviews
                                            • Online shopping activities gaining prominence
                                              • Figure 38: Online activities conducted in past three months—searching, shopping, reviewing, July 2013-January 2014
                                            • PC is the device of choice for location-based applications
                                              • Figure 39: Online activities conducted in past three months—searching, shopping, reviewing, January 2014
                                            • Affluent households most active online shoppers
                                              • Figure 40: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014 (part 1)
                                              • Figure 41: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014 (part 2)
                                            • Men aged 35-54 most avid online users for any purchasing-related activities
                                              • Figure 42: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014 (part 1)
                                              • Figure 43: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014 (part 2)
                                              • Figure 44: Online activities conducted in past three months—searching, shopping, and reviewing, by gender and age, January 2014 (part 1)
                                              • Figure 45: Online activities conducted in past three months—searching, shopping, and reviewing, by gender and age, January 2014 (part 2)
                                          • Impact of Race and Hispanic Origin

                                            • Key points
                                              • Whites trail other race groups in ownership, intent to buy consumer electronics products
                                                • Figure 46: Personal electronics ownership, by race and Hispanic origin, January 2013
                                                • Figure 47: Intent to purchase electronics, by race and Hispanic origin, January 2014
                                              • Non-Whites receptive to ads using new media
                                                • Figure 48: Online activities conducted in past three months, by race and Hispanic origin, January 2014
                                            • Appendix – Additional Hardware Tables

                                              • Trends: July 2013 to January 2014
                                                • Figure 49: Household electronics ownership, July 2013 and January 2014
                                                • Figure 50: Personal electronics ownership, July 2013 and January 2014
                                                • Figure 51: Types of televisions owned, July 2013 and January 2014
                                                • Figure 52: Intent to purchase electronics in the next three months, July 2013 and January 2014
                                                • Figure 53: Consideration of electronics purchase, July 2013 and January 2014
                                              • Age
                                                • Figure 54: Household electronics ownership, by age, January 2014
                                                • Figure 55: Personal consumer electronics ownership, by age, January 2014
                                                • Figure 56: Types of televisions owned, by age, January 2014
                                                • Figure 57: Intent to purchase consumer electronics, by age, January 2014
                                                • Figure 58: Consideration of electronic purchases, by age, January 2014
                                              • Gender and age
                                                • Figure 59: Household electronics ownership, by gender and age, January 2014
                                                • Figure 60: Personal consumer electronics ownership, by gender and age, January 2014
                                                • Figure 61: Types of televisions owned, by gender and age, January 2014
                                              • By household income
                                                • Figure 62: Household electronics ownership, by household income, January 2014
                                                • Figure 63: Personal consumer electronics ownership, by household income, January 2014
                                                • Figure 64: Types of televisions owned, by household income, January 2014
                                              • By race/Hispanic origin
                                                • Figure 65: Household electronics ownership, by race and Hispanic origin, January 2014
                                                • Figure 66: Types of televisions owned, by race and Hispanic origin, January 2014
                                              • By household consumer electronics ownership
                                                • Figure 67: Household consumer electronics ownership, by household consumer electronics ownership, January 2014 (part 1)
                                                • Figure 68: Household consumer electronics ownership, by household consumer electronics ownership, January 2014 (part 2)
                                                • Figure 69: Intent to purchase consumer electronics, by household consumer electronics ownership, January 2014 (part 1)
                                                • Figure 70: Intent to purchase consumer electronics, by household consumer electronics ownership, January 2014 (part 2)
                                              • By personal consumer electronics ownership
                                                • Figure 71: Personal consumer electronics ownership, by personal consumer electronics ownership, January 2014 (part 1)
                                                • Figure 72: Personal consumer electronics ownership, by personal consumer electronics ownership, January 2014 (part 2)
                                                • Figure 73: Intent to purchase consumer electronics, by personal consumer electronics ownership, January 2014 (part 1)
                                                • Figure 74: Intent to purchase consumer electronics, by personal consumer electronics ownership, January 2014 (part 2)
                                            • Appendix – Additional Online Activities Tables

                                              • Trends: July 2013 to January 2014
                                                • Figure 75: Hardware used to access the internet, July 2013 and January 2014
                                                • Figure 76: Online activities conducted in the past three months, July 2013 and January 2014
                                              • By hardware used
                                                • Figure 77: Online activities done in past three months, by hardware used, January 2014
                                                • Figure 78: Online activities conducted in past three months—searching, shopping, and reviewing, by hardware used, January 2014
                                              • By age
                                                • Figure 79: Hardware used to access the internet, by age, January 2014
                                                • Figure 80: Online activities conducted in the past three months, by age, January 2014
                                                • Figure 81: Online activities conducted in the past three months via a PC, by age, January 2014
                                                • Figure 82: Online activities conducted in the past three months via a tablet, by age, January 2014
                                                • Figure 83: Online activities conducted in the past three months via a smartphone, by age, January 2014
                                                • Figure 84: Online activities conducted in past three months—searching, shopping, and reviewing, by age, January 2014
                                              • By household income
                                                • Figure 85: Hardware used to access the internet, by household income, January 2014
                                                • Figure 86: Online activities conducted in the past three months, by household income, January 2014
                                                • Figure 87: Online activities conducted in the past three months via a PC, by household income, January 2014
                                                • Figure 88: Online activities conducted in the past three months via a tablet, by household income, January 2014
                                                • Figure 89: Online activities conducted in the past three months via a smartphone, by household income, January 2014
                                                • Figure 90: Online activities conducted in past three months—searching, shopping, and reviewing, by household income, January 2014
                                              • By race and Hispanic origin
                                                • Figure 91: Hardware used to access the internet, by race and Hispanic origin, January 2014
                                                • Figure 92: Online activities conducted in the past three months, by race and Hispanic origin, January 2014
                                                • Figure 93: Online activities conducted in past three months—searching, shopping, and reviewing, by race and Hispanic origin, January 2014

                                            Companies Covered

                                            • Amazon North America

                                            Digital Trends Spring - US - March 2014

                                            £3,277.28 (Excl.Tax)