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Digital Trends - US - September 2015

"With the rapid adoption of smartphones and upgrades to the larger screen sizes of phablets, a host of activity formerly conducted on PCs is now being accomplished on phones instead. In many cases, the loss in penetration in activities on a PC is identical to the gains seen on phones, such as, for example, in checking the weather, utilizing social media, and in email and online shopping."

- Billy Hulkower, Senior Technology Analyst

This report covers the following areas:

  • Slimmer portfolio of electronics emerging
  • Smartphones pulling activity from PCs
  • Broadening reach beyond 18-44s

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slimmer portfolio of electronics emerging
            • Figure 1: CE categories with declining household or personal ownership, July 2013 vs April 2015
          • Smartphones pulling activity from PCs
              • Figure 2: Change in use of PC and phone for online activities conducted in past three months, June 2014*-April 2015
            • Broadening reach beyond 18-44s
              • Figure 3: Attitudes to early adoption and upgrading, by age, April 2015
            • The opportunities
              • Capitalizing on smartphone and tablet ownership
                • Figure 4: Personal ownership of smartphones and tablets, July 2013-April 2015
              • Self-expression seeps across online activities
                • Figure 5: Online activities with elements of personal expression conducted in past three months, July 2013 vs April 2015
              • Knowledge always at hand
                • Figure 6: Information-seeking activities conducted online in past three months, July 2013 vs April 2015
              • What it means
              • The Consumer – What You Need to Know

                • Shift to streaming negatively impacts household hardware
                  • Potential for growth in streaming media players
                    • Smartphones and tablets wreak havoc on other portables
                      • Gains across online media
                        • Penetration rises for communication platforms
                          • Rise in use of reviews and local deals
                            • Simple tools head universal
                              • Age drives adoption
                              • Household Hardware Ownership

                                • Penetration stalls for playback hardware
                                    • Figure 7: Household ownership of consumer electronics, July 2013 vs April 2015
                                  • Communicating the benefit of streaming media players
                                  • Personal Hardware Ownership

                                    • Slow death for dedicated devices
                                      • Figure 8: Personal ownership of consumer electronics, July 2013* vs April 2015
                                    • Type of household impacts ownership
                                      • Figure 9: Personal ownership of consumer electronics, April 2015
                                    • Wearables to become powerful leg in growth . . . eventually
                                    • Impact of Age on Hardware Ownership

                                      • 25-34s tech leaders
                                        • Figure 10: Household ownership of consumer electronics, by age, April 2015
                                        • Figure 11: Personal ownership of consumer electronics, by age, June 2014
                                    • Online Activities – Media Usage

                                      • Rising tide for subscription and ad-supported streaming services
                                        • Figure 12: Media activities conducted online in past three months, July 2013 vs April 2015
                                      • MMOGs focused on majority usage among limited demographics
                                        • Figure 13: Incidence of MMOG in past three months, selected demographics, April 2015
                                    • Online Activities – Communication

                                      • Accretion in methods of communication
                                        • Figure 14: Communication activities conducted online in past three months, July 2013 vs April 2015
                                      • Rise of the visual web
                                        • Figure 15: Use of visual communication services, June 2014 vs April 2015
                                    • Online Activities – Marketplace

                                      • Reviews, selling, deals gain steam
                                        • P2P, sharing economy boost reviews
                                          • Figure 16: Marketplace-related activities conducted online in past three months, July 2013* vs April 2015
                                        • Young and high-income favor review reading/writing
                                          • Figure 17: Writing reviews online, selected demographics, April 2015
                                      • Online Activities – Information and Organization

                                        • The web knows all
                                            • Figure 18: Information and organization tools used online in past three months, July 2013 vs April 2015
                                        • Devices Used for Online Activities

                                          • Marketplace anchored to PC
                                            • Figure 19: Marketplace activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
                                          • Gaming and music on phones more common than PCs
                                            • Figure 20: Media activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
                                          • Multimedia communication goes mobile
                                            • Figure 21: Communication and information/organization activities conducted online in past three months, PC vs smartphone vs tablet, April 2015
                                        • Methods of Accessing the Internet

                                          • Accretion of connected devices
                                            • Figure 22: Hardware used to access the internet, July 2013 vs April 2015
                                        • Attitudes to Technology

                                          • Comfort with technology rising
                                            • Figure 23: Comfort with the internet and technology, April 2015
                                        • Impact of Age on Online Activities

                                          • Using online tools productively a learned trait
                                            • Figure 24: Online activities in past three months I, by age, April 2015
                                            • Figure 25: Online activities in past three months II, by age, April 2015
                                        • Appendix: Data Sources and Abbreviations

                                          • Data sources
                                            • Consumer survey data
                                              • Consumer qualitative research
                                                • Abbreviations and terms
                                                  • Abbreviations
                                                    • Terms
                                                    • Appendix: Trended Hardware Ownership

                                                        • Figure 26: Household ownership of televisions, July 2013-April 2015
                                                        • Figure 27: Playback hardware ownership, July 2013-April 2015
                                                        • Figure 28: Ownership of desktop and laptop PCs, July 2013-April 2015
                                                        • Figure 29: Gaming console ownership, July 2013-April 2015
                                                        • Figure 30: Personal ownership of handheld electronics, July 2013-April 2015
                                                    • Appendix: Trended Online Behavior

                                                        • Figure 31: Hardware used to access the internet, July 2013-April 2015
                                                        • Figure 32: Communication activities conducted online in past three months, July 2013-April 2015
                                                        • Figure 33: Marketplace-related activities conducted online in past three months, July 2013-April 2015
                                                        • Figure 34: Media activities conducted online in past three months, July 2013-April 2015
                                                        • Figure 35: Information and organization tools used online in past three months, July 2013-April 2015

                                                    Digital Trends - US - September 2015

                                                    US $3,995.00 (Excl.Tax)