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US Digital Trends Spring market report

"Consumers feel ambivalent toward technology. They are both highly connected and concerned about the social impact of this connectivity. As a result, companies are caught in a balancing act that, on one hand, challenges them to engage and entertain their targets. On the other, brands must avoid overwhelming consumers with choices and always-on connectivity."
- Bryant Harland, Technology Analyst

This report discusses the following key topics:

  • Key technology market segments saturated
  • Consumers show mixed feelings toward technology

This report trends household and personal ownership for numerous technology products, including televisions, computers, portable media hardware, and gaming hardware. Consumers’ overall attitudes toward technology and the digital world are also explored in this report.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slowing adoption for wearables
            • Figure 1: Ownership of wearable technology, June 2016 vs June 2017
          • Softening interest in televisions
            • Figure 2: Intent to purchase televisions, February 2016 vs June 2017
          • Product pricing at launch and early adopter budgets often misaligned
            • Figure 3: Interest* in smart ear buds and smart glasses, by household income, June 2017
          • The opportunities
            • Voice interface a hit
              • Figure 4: Ownership of new tech hardware, January vs June 2017
            • Streaming products carry momentum, potential
              • Figure 5: Ownership of smart TVs and streaming media players, January 2014 vs June 2017
            • Substantial case for continuing smartphone upgrades
              • Figure 6: Smartphone and tablet ownership, April 2015 vs April 2017
            • What it means
            • The Market – What You Need to Know

              • Median income bright spot
              • Market Factors

                • Population of young adults
                  • Figure 7: US population by age, 2012-22
                • Households with children
                  • Figure 8: Households with related children, 2006-16
                • Median income
                  • Figure 9: Median household income, in inflation-adjusted dollars, 2005-15
              • Key Trends – What You Need to Know

                • Use of sVOD, streaming music, rising
                  • Shifts from connectivity to passivity
                    • Cravings for smart thermostats, digital assistants
                    • What’s Working?

                      • Entertainment in cloud becomes bedrock of web
                          • Figure 10: Weekly usage of streaming media, February 2016 vs June 2017
                          • Figure 11: Daily usage of streaming media, February 2016 vs June 2017
                        • Mobile web access
                          • What’s changing: faster service
                            • What’s changing: unlimited data
                              • What’s changing: larger screens on phones
                                • What’s changing: smaller screens for video
                                  • Figure 12: Devices used to access the internet, January 2014-June 2017
                              • What’s Struggling?

                                • Interest in ourselves
                                    • Figure 13: Daily social activity, February 2016 vs June 2017
                                    • Figure 14: Weekly social activity, February 2016 vs June 2017
                                  • Interactivity takes a small dive
                                    • Figure 15: Daily gaming, February 2016 vs June 2017
                                    • Figure 16: Weekly gaming, February 2016 vs June 2017
                                • What’s Next?

                                  • Interest in smart home, wearable tech rising
                                    • Figure 17: Ownership of new tech hardware, January vs June 2017
                                  • Smart audio marks looming shift in interfaces
                                      • Figure 18: Interest* in new tech products, January vs June 2017
                                  • The Consumer – What You Need to Know

                                    • Plethora of pursuits result in decreased daily usage
                                      • Mobile video, solitary viewing threaten home theater
                                        • Wearables struggling to mainstream
                                        • Online Activities

                                          • Taking it easy via intermittent usage
                                            • Figure 19: Daily and weekly engagement in online activity, June 2017
                                            • Figure 20: Weekly use of social media services, February-July 2017
                                          • Women stream nearly as much as men
                                            • Figure 21: Weekly engagement with online activities, by gender, June 2017
                                          • Women lead on Facebook, Snapchat, and Pinterest
                                            • Figure 22: Daily use of social media services, by gender, July 2017
                                          • Few sources for daily contact
                                            • Figure 23: Engagement in social activities multiple times per day, June 2017
                                            • Figure 24: Social media services used multiple times per day, July 2017
                                          • Potential brand ambassadors assembling among 18-34s
                                            • Figure 25: Engagement in social activities multiple times per day, by gender and age, June 2017
                                        • Home Theater

                                          • Stalling penetration
                                            • Figure 26: Home theater technology ownership, February 2016 vs June 2017
                                          • Declines in intent to purchase televisions
                                              • Figure 27: Intent to purchase televisions, February 2016 vs June 2017
                                            • Bright spots streaming
                                                • Figure 28: Ownership of smart TVs and streaming media players, January 2014 vs June 2017
                                              • Larger households invest
                                                • Figure 29: Home theater technology ownership, by household size, June 2017
                                              • Focusing on the high-end
                                                • Figure 30: Home theater technology ownership, by household income, June 2017
                                              • Men gearing to upgrade consoles
                                                • Figure 31: Gaming console ownership and intent to purchase, by gender and age, June 2017
                                            • Wearable Tech

                                              • Small gains in fitness, brighter future possible
                                                  • Figure 32: Ownership of wearable tech, June 2016 vs June 2017
                                                • VR, hearables garner interest
                                                  • Figure 33: Interest* in VR headsets, smart ear buds, and smart glasses, June 2017
                                                • Finding the middle ground comes at a cost
                                                  • Figure 34: Interest in smart ear buds and smart glasses, by household income, June 2017
                                              • Mobile Tech

                                                • Smartphone remains worthy of upgrades
                                                  • Figure 35: Smartphone and tablet ownership, April 2015 vs April 2017
                                                • Smartphone tops intent to purchase and makes gains
                                                  • Figure 36: Intent to purchase smartphones and tablets, February 2016 vs June 2017
                                                • Smartphone intent to purchase crosses all demographics
                                                  • Figure 37: Intent to purchase smartphones and tablets, by gender and age, June 2017
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations
                                                        • Terms
                                                        • Appendix – The Consumer

                                                            • Figure 38: Social activities conducted online, April 2015 vs June 2017

                                                        Companies Covered

                                                        To learn more about the companies covered in this report please contact us.