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Digital Trends (Consumer) - US - March 2018

With ever expanding means of accessing the internet, ranging from skills on smart speakers to television apps to podcasts, brands face an increasingly daunting task of determining the best points of contact; adding to the difficulty of this task is the finding that the same demographic groups run above average in the use of most digital media (including young adults age 18-34, the middle-income groups with annual household incomes from $25K-$99.9K, and Hispanics). However, there are points of division in usage that can be seized upon, in particular when it comes to gender, where men tend to over-index on entertainment pursuits, while women show higher levels of usage for sponsored stories, branded apps, and how-to videos.

This report looks at the following areas:

  • Challenges posed by phones and televisions as central points of internet access
  • Shopping and research concentrated around Amazon/Google
  • Little expansion in core youth market

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Challenges posed by phones and televisions as central points of internet access
              • Figure 1: Use of smartphone, smart TV/streaming player to access the internet, February 2016-December 2017
            • Shopping and research concentrated around Amazon/Google
              • Figure 2: Online shopping and research activities, December 2017
            • Little expansion in core youth market
              • Figure 3: Weekly use of review sites, by age, December 2017
            • The opportunities
              • Voice interface
                • Figure 4: Use of smart speaker, smartwatch, car, hotspot, and earbud to access the internet, December 2017
              • Brand engagement: focusing on youth, segmenting by gender
                • Figure 5: Use of branded apps and sponsored stories, by gender and age, December 2017
              • Ramping up digital entertainment buys
                • Figure 6: Digital activities conducted at least weekly, December 2017
              • What it means
              • The Market – What You Need to Know

                • Limited growth in desirable demographics
                • Market Factors

                  • Growth in population of young adults limited
                    • Figure 7: US population by age, 2013-23
                  • Households with children in decline
                    • Figure 8: Households with related children, 2007-17
                  • Median income
                    • Figure 9: Household income distribution, 2016
                    • Figure 10: Household income distribution, by age of householder, 2016
                    • Figure 11: Subscriptions to podcasts, by household income, December 2017
                • Key Trends – What You Need to Know

                  • Decline in PC usage
                    • Up and coming devices for internet access voice centered
                      • Access via phone and television rising
                      • What’s Working?

                        • Access via smartphone to require new organization systems
                          • Living room gains but remains entertainment-oriented
                            • Figure 12: Use of smartphone, smart TV/streaming player to access the internet, February 2016-December 2017
                        • What’s Struggling?

                          • Access via PC falls
                            • Consoles flat
                              • Figure 13: Use of computers and gaming consoles to access the internet, February 2016-December 2017
                          • What’s Next?

                            • Voice interface: Smart speakers, watches and connected vehicles
                              • Smart speaker sees historic growth
                                • Connected vehicles ready to mainstream
                                  • Figure 14: Use of smart speaker, watch, vehicle, hotspot, and earbud to access internet, December 2017
                                • Service providers need vehicle subs
                                  • 5G to impact cable and fiber subs
                                  • The Consumer – What You Need to Know

                                    • Shopping vies with entertainment pursuits in popularity
                                      • Mobile associated with leisure
                                        • Short content: Less liked, still extensively used
                                          • Different strokes for different sexes
                                            • Discounting an alternative to Amazon/Google dominance
                                            • Digital Activities

                                              • Shopping, browsing, and video most common digital activities
                                                • Figure 15: Conduction of digital activities, December 2017
                                              • Fun comes more regularly
                                                • Figure 16: Digital activities conducted at least weekly, December 2017
                                                • Figure 17: Digital activities conducted daily, December 2017
                                              • Age central factor in frequency of digital activity
                                                • Figure 18: Digital activities conducted at least weekly, by age, December 2017
                                              • Women and men are par for shopping and gaming
                                                • Figure 19: Digital activities conducted at least weekly, by gender, December 2017
                                            • Devices Used for Digital Activities

                                              • Desktop where we shop, mobile where we play
                                                • Tablets for gaming
                                                  • Figure 20: Correspondence analysis – Hardware used for online activities, December 2017
                                                • Shopping, video popular across devices
                                                  • Branded apps critical
                                                    • Figure 21: Hardware used for online activities, December 2017
                                                  • Young women, Moms lead mobile charge
                                                    • Figure 22: Use of smartphone for video, music, shopping, and app downloads, by age and gender, December 2017
                                                  • Middle-income groups heavy in smartphone activity
                                                    • Figure 23: Use of smartphone for video, music, shopping, and app downloads, by household income, December 2017
                                                • Attitudes to Free Video Content

                                                  • Free video consuming
                                                    • Figure 24: Interest in and use of video entertainment, December 2017
                                                  • Young men, Hispanics, middle-income groups lead
                                                    • Figure 25: Interest in and use of free video, by gender and age, December 2017
                                                    • Figure 26: Interest in and use of free video, by Hispanic origin, December 2017
                                                    • Figure 27: Interest in and use of free video, by household income, December 2017
                                                • Use of Podcasts

                                                  • Attractive medium, but small audience
                                                      • Figure 28: Subscriptions to podcasts, by gender and age, by marital status December 2017
                                                      • Figure 29: Subscriptions to podcasts, by number of children under 18 in household, December 2017
                                                      • Figure 30: Subscriptions to podcasts, by location of residence, December 2017
                                                  • Brand Engagement

                                                    • Function comes before fun
                                                      • Figure 31: Use of branded digital properties, December 2017
                                                    • Women want solutions
                                                      • Women lead in use of how-to videos
                                                        • Young women into apps, stories
                                                          • Figure 32: Use of how-to videos, apps and sponsored stories, by gender and age, December 2017
                                                        • Men just want to have fun
                                                          • Figure 33: Use of brand’s website, YouTube channel, and games, by gender and age, December 2017
                                                        • Parents engage
                                                          • Figure 34: Use of branded digital properties, by parental status of children under 18 in the household, December 2017
                                                        • Urbanites more likely to use branded media
                                                          • Figure 35: Use of brands’ digital properties, by area of residence, December 2017
                                                      • Online Shopping and Research

                                                        • Majority of shopping still conducted in-person
                                                          • Online, majority head straight to Amazon
                                                            • Figure 36: Online shopping and research activities, December 2017
                                                          • Amazon’s dominance peaks with 45-54s
                                                            • Figure 37: Use of Amazon and Google in shopping, by age, December 2017
                                                          • Online primary channel for many 18-44s
                                                            • Figure 38: Online shopping and research activities, by age, December 2017
                                                          • Amazon go-to site across income groups
                                                            • Figure 39: Use of Amazon and Google in shopping, by household income, December 2017
                                                          • Preference for online channel peaks among middle-income households
                                                            • Figure 40: Online shopping and research activities, by household income, December 2017
                                                          • Parents top target for growing newer online categories
                                                            • Figure 41: Online shopping and research activities, by gender and parental status of children under 18 in household, December 2017
                                                          • Parents subscribe to Amazon
                                                            • Figure 42: Use of Amazon and Google in shopping, by gender and parental status of children under 18 in household, December 2017
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Correspondence analysis methodology
                                                                • Direct marketing creative
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Abbreviations
                                                                        • Terms

                                                                        Digital Trends (Consumer) - US - March 2018

                                                                        £3,435.47 (Excl.Tax)