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Living Online - US - May 2014

“Our increasing need to be online will continue to impact all areas of consumers’ lives in ways that we mostly cannot right now imagine. The internet has so consistently been a disruptive force to the distribution of goods and ideas over the past 20 years that the only safe bet on the future is that it will continue to be an enormous catalyst for change, not just in what we know and what we own, but also to our moral values, personal needs, and visions for society.”
– Billy Hulkower, Senior Analyst, Technology and Media

This report answers the following questions:

  • How does the movement to the cloud impact offline products and services?
  • Will the sharing economy challenge ownership?

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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

                    • Usage and access
                      • Youngest users spend twice as much time online
                        • Figure 1: Time spent online for activities other than email in past seven days, by age, April-December 2013
                      • Digital divide still a problem
                        • Figure 2: Household internet service subscription, by household income, April-December 2013
                      • Mobile
                        • Use of connected devices exploded from 2011-13
                          • Figure 3: Internet usage by device, April 2009-December 2013
                          • Figure 4: Attitudes to use of the internet on mobile devices, April-December 2013
                        • Apps beat browsing
                          • Figure 5: Use of apps in past 30 days, April-December 2013
                        • Media and lifestyle
                          • Entertainment activities show fastest growth
                            • Figure 6: Online activities in past seven days, April 2009-December 2013
                          • Interest in online assistance exceeds interest for in-person support
                            • Figure 7: Aspects of life where respondents seek more online versus offline assistance, February 2014
                          • Social networking most common daily activity
                            • Figure 8: Frequency of website and app usage, ever versus daily, February 2014
                          • High demand for smart home, fitness tools
                            • Figure 9: Interest in new internet activities, by age, February 2014
                          • What we think
                          • Issues and Insights

                              • How does the movement to the cloud impact offline products and services?
                                • The issues
                                  • The implications
                                    • Will the sharing economy challenge ownership?
                                      • The issues
                                        • The implications
                                        • Trend Applications

                                            • Trend: Without a Care
                                              • Trend: Prepare for the Worst
                                                • Mintel futures: Human
                                                • Innovations and Innovators

                                                  • The maker movement meets the Internet of Things
                                                      • Figure 10: Mimo wearable baby monitor, designed with Intel Edison, April 2014
                                                    • Accommodating grandma
                                                      • Figure 11: Famatic, April 2014
                                                    • Using gamification for good
                                                      • Figure 12: Khan Academy badge types, April 2014
                                                      • Figure 13: Ayogo.com’s Monster Manor, April 2014
                                                  • Indicators of Living Online

                                                    • Key points
                                                      • A pause in penetration growth
                                                        • Figure 14: Incidence of internet usage, April 2009-December 2013
                                                      • Users spending more time online in shorter bursts
                                                        • Figure 15: Frequency of internet access for activities other than email, April 2009-December 2013
                                                        • Figure 16: Time spent on the internet for activities other than email, April 2009-December 2013
                                                      • Internet usage nearly universal among 18-44s
                                                        • Figure 17: Incidence of internet usage, by age, April-December 2013
                                                      • Internet users 55+ spend less time online and visit fewer sites
                                                        • Figure 18: Frequency of internet access for activities other than email, by age, April-December 2013
                                                        • Figure 19: Time spent on the internet for activities other than email, by age, April-December 2013
                                                        • Figure 20: Number of unique websites visited in the last 7 days, by age, April-December 2013
                                                      • Higher-income internet users living more of their lives online
                                                        • Figure 21: Incidence of internet usage, by household income, April-December 2013
                                                        • Figure 22: Frequency of internet access for activities other than email, by household income, April-December 2013
                                                        • Figure 23: Time spent on the internet for activities other than email, by household income, April-December 2013
                                                        • Figure 24: Number of unique websites visited in the last seven days, by household income, April-December 2013
                                                    • Where and How Internet is Accessed

                                                      • Key points
                                                        • Home internet service most common in higher-income households
                                                          • Figure 25: Incidence of household internet service subscription, by age, April-December 2013
                                                          • Figure 26: Incidence of household internet service subscription, by household income, April-December 2013
                                                        • Locations of usage rising
                                                          • Figure 27: Internet usage by location, April 2009-December 2013
                                                        • Higher-income internet users connect in more locations
                                                          • Figure 28: internet usage by location, by age, April-December 2013
                                                          • Figure 29: internet usage by location, by household income, April-December 2013
                                                        • Use of connected devices exploded from 2011-13
                                                          • Figure 30: internet usage by device, April 2009-December 2013
                                                          • Figure 31: internet usage by device, by age, April-December 2013
                                                          • Figure 32: internet usage by device, by household income, April-December 2013
                                                        • Connected TVs, STBs heading toward mainstream adoption
                                                          • Figure 33: Connected television penetration, by age, February 2014
                                                          • Figure 34: Connected television ownership, by household income, February 2014
                                                        • Online video STBs gain steam, offer new app ecosystem
                                                          • Figure 35: Household ownership of internet-enabled TV devices, by age, April-December 2013
                                                          • Figure 36: Household ownership of internet-enabled TV devices, by household income, April-December 2013
                                                      • Frequency of Web Activities

                                                        • Key points
                                                          • Social networking tops daily frequency
                                                            • Figure 37: Frequency of website and app usage, February 2014
                                                          • High-bandwidth activities show fastest growth
                                                            • Figure 38: Online activities in past seven days, April 2009-December 2013
                                                          • Young adults seek entertainment online; 25-44s choose productivity
                                                            • Figure 39: Online activities in past seven days, by age, April-December 2013
                                                          • High-income groups live more of their lives online
                                                            • Figure 40: Online activities in past seven days, by household income, April-December 2013
                                                        • Interest in New Web Activities

                                                          • Key points
                                                            • Smart home and wearable computing carry unmet demand
                                                              • Figure 41: Interest in new internet activities, by age, February 2014
                                                            • Early adoption peaks with 25-34s
                                                              • Figure 42: Current use of new internet activities, by age, February 2014
                                                              • Figure 43: Interest in trying new internet activities, by age, February 2014
                                                              • Figure 44: Interest in receiving location based digital coupons, by age, February 2014
                                                          • Mobile Web

                                                            • Key points
                                                              • Desire for constant connectivity driving mobile
                                                                • Figure 45: Importance of having constant access to the internet, April 2011-December 2013
                                                                • Figure 46: Constant access to smartphones, tablets, and laptops (all respondents), by age, February 2014
                                                                • Figure 47: Constant access to phones, tablets, and laptops among product owners, by age, February 2014
                                                              • Mobile revolution still in progress
                                                                • Figure 48: Use of online features on cell phones, April 2011-December 2013
                                                                • Figure 49: Attitudes to use of the internet on mobile devices, by age, April-December 2013
                                                                • Figure 50: Attitudes to use of the internet on mobile devices, by household income, April-December 2013
                                                              • Age and income shape mobile web behavior
                                                                • Figure 51: Use of online cellphone features, by age, April-December 2013
                                                                • Figure 52: Use of online cellphone features, by household income, April 2013-December 2013
                                                              • App usage triumphs over other web-related behavior
                                                                • Figure 53: Any use of apps in past 30 days, by age, April-December 2013
                                                                • Figure 54: Any use of apps in past 30 days, by household income, April-December 2013
                                                                • Figure 55: Types of apps used in past 30 days, by age, April-December 2013
                                                                • Figure 56: Types of apps used in past 30 days, by household income, April -December 2013
                                                            • Attitudes and Opinions about the Internet

                                                              • Key points
                                                                • Trust in websites falls
                                                                  • Figure 57: Trended attitudes toward internet usage, April 2011-December 2013
                                                                • Web first stop for finding information
                                                                  • Figure 58: internet usage as source of information, by age, April-December 2013
                                                                  • Figure 59: internet usage as source of information, by household income, April-December 2013
                                                                • Web continues to pull usage from other media
                                                                  • Figure 60: Use of internet as a replacement for all other media, by age, April-December 2013
                                                                  • Figure 61: Use of internet as a replacement for all other media, by household income, April-December 2013
                                                                • Heaviest users most likely to want a break
                                                                  • Figure 62: Attitudes regarding constant access to the internet, by age, April-December 2013
                                                                  • Figure 63: Attitudes regarding constant access to the internet, by household income, April-December 2013
                                                                  • Figure 64: Attitudes and behavior related to decreasing time spent online, by household income, February 2014
                                                                  • Figure 65: Attitudes and behavior related to decreasing time spent online, by age, February 2014
                                                              • Managing Goals and Challenges Online

                                                                • Key points
                                                                  • Interest in online assistance exceeds interest for in-person support
                                                                      • Figure 66: Aspects of life where respondents seek more online versus offline assistance, February 2014
                                                                    • Younger adults want help in-person and online
                                                                      • Figure 67: Aspects of life where respondents seek more online assistance, by age, February 2014
                                                                      • Figure 68: Aspects of life where respondents seek more offline assistance, by age, February 2014
                                                                      • Figure 69: Aspects of life where respondents seek more online assistance, by household income, February 2014
                                                                      • Figure 70: Aspects of life where respondents seek more offline assistance, by household income, February 2014
                                                                  • Researching Restaurants, Activities, and Services

                                                                    • Key points
                                                                      • Younger, higher income, more likely to try new services
                                                                        • Figure 71: Use of new services in past three months, by age, February 2014
                                                                        • Figure 72: Use of new services in past three months, by household income, February 2014
                                                                      • Online resources key to finding new service providers
                                                                        • Figure 73: Types of online research conducted to find new services, February 2014
                                                                      • Younger users read web reviews; older search for deals
                                                                        • Figure 74: Types of online research conducted to find new restaurants, by age, February 2014
                                                                        • Figure 75: Types of online research conducted to find new leisure activities, by age, February 2014
                                                                        • Figure 76: Types of online research conducted to find new medical services, by age, February 2014
                                                                    • Race and Hispanic Origin

                                                                      • Key points
                                                                        • Demographic drivers
                                                                          • Access and usage
                                                                            • Figure 77: Incidence of household internet service subscription, by race/Hispanic origin, April-December 2013
                                                                            • Figure 78: Frequency of internet access for activities other than email, by race/Hispanic origin, April -December 2013
                                                                            • Figure 79: Time spent on the internet for activities other than email, by race/Hispanic origin, April-December 2013
                                                                            • Figure 80: Number of unique websites visited in the last 7 days, by race/Hispanic origin, April-December 2013
                                                                          • Mobile web
                                                                            • Figure 81: Attitudes to use of the internet on mobile devices, by race/Hispanic origin, April-December 2013
                                                                            • Figure 82: Cell/wireless phone features used in past 30 days, by race/Hispanic origin, April-December 2013
                                                                            • Figure 83: internet use for information and entertainment, by race/Hispanic origin, April-December 2013
                                                                        • Appendix – Other Useful Consumer Tables

                                                                          • Tables by household income
                                                                            • Figure 84: Interest in new internet activities, by household income, February 2014
                                                                            • Figure 85: Current internet activities, by household income, February 2014
                                                                            • Figure 86: Interest in receiving location based digital coupons, by household income, February 2014
                                                                            • Figure 87: Constant access to phones, tablets, and laptops among product owners, by household income, February 2014
                                                                            • Figure 88: Types of online research conducted to find new restaurants, by household income, February 2014
                                                                            • Figure 89: Types of online research conducted to find new medical services, by household income, February 2014
                                                                            • Figure 90: Types of online research conducted to find new subscription services, by household income, February 2014
                                                                          • Tables by race/Hispanic origin
                                                                            • Figure 91: internet usage by location, by race/Hispanic origin, April 2013-December 2013
                                                                            • Figure 92: internet usage by device, by race/Hispanic origin, April-December 2013
                                                                            • Figure 93: Online activities in past seven days, by race/Hispanic origin, April-December 2013
                                                                            • Figure 94: Current use of internet activities, by race/Hispanic origin, February 2014
                                                                            • Figure 95: Interest in trying new internet activities, by race/Hispanic origin, February 2014
                                                                            • Figure 96: Constant access to phones, tablets, and laptops among product owners, by race/Hispanic origin, February 2014
                                                                            • Figure 97: Any use of apps in past 30 days, by race/Hispanic origin, April-December 2013
                                                                            • Figure 98: Types of apps used in past 30 days, by race/Hispanic origin, April 2013-December 2013
                                                                            • Figure 99: Attitudes and behavior related to decreasing time spent online, by race, February 2014
                                                                            • Figure 100: Aspects of life where respondents seek more online assistance, by race/Hispanic origin, February 2014
                                                                            • Figure 101: Aspects of life where respondents seek more offline assistance, by race/Hispanic origin, February 2014
                                                                            • Figure 102: Use of new services in past three months, by race/Hispanic origin, February 2014
                                                                            • Figure 103: Types of online research conducted to find new restaurants, by race/Hispanic origin, February 2014
                                                                          • Tables by gender and age
                                                                            • Figure 104: Types of online research conducted to find new leisure activities, by gender, February 2014
                                                                            • Figure 105: Incidence of internet usage, by gender and age, April-December 2013
                                                                            • Figure 106: Frequency of internet access for activities other than email, by gender and age, April 2013-December 2013
                                                                            • Figure 107: Number of unique websites visited in the last 7 days, by gender and age, April-December 2013
                                                                            • Figure 108: internet usage by location, by gender and age, April 2013-December 2013
                                                                            • Figure 109: internet usage by device, by gender and age, April-December 2013
                                                                            • Figure 110: Household ownership of internet-enabled TV devices, by gender and age, April-December 2013
                                                                            • Figure 111: Online activities in past seven days, by gender and age, April-December 2013
                                                                            • Figure 112: Current use of new internet activities, by gender and age, February 2014
                                                                            • Figure 113: Interest in trying new internet activities, by gender and age, February 2014
                                                                            • Figure 114: Any use of apps in past 30 days, by gender and age, April 2013-December 2013
                                                                            • Figure 115: Attitudes and behavior related to decreasing time spent online, by gender and age, February 2014
                                                                            • Figure 116: Aspects of life where respondents seek more online assistance, by gender and age, February 2014
                                                                            • Figure 117: Aspects of life where respondents seek more offline assistance, by gender and age, February 2014
                                                                            • Figure 118: Use of new services in past three months, by gender and age, February 2014
                                                                            • Figure 119: Types of online research conducted to find new restaurants, by gender and age, February 2014
                                                                        • Appendix – Trade Associations

                                                                          Companies Covered

                                                                          • Cellular Telecommunications and Internet Association (CTIA)
                                                                          • Consumer Electronics Association
                                                                          • Electronic Industries Alliance
                                                                          • GSM Association (GSMA)
                                                                          • National Retail Federation (NRF)
                                                                          • Rural Cellular Association (RCA)
                                                                          • Telecommunications Industry Association (TIA)

                                                                          Living Online - US - May 2014

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