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Digital Trends (Hardware) - US - October 2019

"Consumers today are more reliant on various digital devices than ever before, both at home and on the go. Brands continue to innovate and bring new exciting products to market, and while the robust economy faces headwinds via trade wars, economic cycles and negative global indicators, there is healthy consumer appetite for a variety of household and personal tech devices. The number of devices and types of devices that consumers want and will ultimately purchase will vary dramatically based on the audience. Understanding consumers in the market will help marketers connect their brands with their target audience in today’s fragmented consumer landscape."
- Buddy Lo, Senior Technology Analyst

This report looks at the following areas:

  • Home and personal electronic device ownership and purchase intent
  • Top activities to buy new tech for
  • Attitudes toward technology hardware

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Video summary
          • Market overview
            • Top takeaways
              • The issues
                • Consumer confidence drops in August 2019 – slightly improves in September 2019
                  • Figure 1: Consumer Sentiment Index, January 2007-August 2019
                • Virtual reality headsets remain a niche item – require content, convincing use cases
                  • Figure 2: Personal electronics ownership, August 2019
                • The opportunities
                  • Millennials most likely to buy five+ electronic devices within the next six months
                    • Figure 3: Number of home and personal electronic devices planning to purchase, by generation, August 2019
                  • Consumers look forward to tech to help them exercise
                    • Figure 4: Top three activities for new tech, August 2019
                  • Key trends
                    • 4K Ultra-HD TVs are now affordable for the majority of US consumers
                      • Figure 5: 4K Ultra-HD TV ownership and plans to purchase, by household income, August 2019
                    • Wearable technology will spread and become more acceptable
                      • Figure 6: Attitudes toward digital hardware – Wearable tech, by age, August 2019
                    • What it means
                    • The Market – What You Need to Know

                      • Trade war looms over entire digital device industry
                        • Recession fears emerging, consumer confidence takes a big hit
                        • Market Factors

                          • US-Sino Trade War of 2019
                            • Recession fears could curb confidence and electronics spending
                              • Figure 7: Consumer Sentiment Index, January 2007-September 2019
                            • Percentage of households with children continues to dwindle
                              • Figure 8: US households, by presence of children, 2008-18
                          • Key Players – What You Need to Know

                            • Apple takes aim at tech and media in one announcement
                              • VR manufacturers struggle to get mainstream appeal
                                • 5G rollout slow with few compatible devices on the market
                                • What’s Working

                                  • Apple products continue to set the standard for US consumers
                                    • Amazon key in smart speaker adoption
                                    • What’s Struggling

                                      • VR headsets still remain niche item
                                      • What to Watch

                                        • 5G connections and phones for 2020 through 2021
                                          • Sony leverages gaming for its next smartphone Xperia 5
                                          • The Consumer – What You Need to Know

                                            • 4K Ultra-HD TVs soon to be the norm in US households
                                              • Video gaming remains predominantly male, with growing subset of younger women
                                                • Millennials are set to spend the most in the tech category
                                                  • Branding remains a critical component of tech perceptions
                                                    • Nearly a fifth of consumers are “Techies”
                                                    • Home and Personal Electronics Ownership

                                                      • Increased affordability spikes Ultra-HD TV ownership
                                                        • Figure 9: Home electronic products owned, August 2019
                                                        • Figure 10: 4K Ultra-HD TV ownership, by household income, August 2019
                                                      • Personal electronics the norm for consumers
                                                        • Figure 11: Personal electronics ownership, August 2019
                                                        • Figure 12: Mobile phone ownership and type of phone used, 2011-18
                                                      • Younger men get video game consoles for themselves, women buy them for their kids
                                                        • Figure 13: Home electronics ownership and purchase intent – Video game console, by gender and age, August 2019
                                                        • Figure 14: Home electronics ownership and purchase intent – Video game console, by gender and parental status, August 2019
                                                    • Home and Personal Electronics Purchase Intent

                                                      • Nearly one in four looking to buy an Ultra-HD TV
                                                        • Figure 15: Home electronics purchase intent, August 2019
                                                        • Figure 16: Samsung QLED 8K promotional email, June 2019
                                                        • Figure 17: Amazon TV acquisition email, July 2019
                                                      • Smartphones and laptops lead consumer purchase intent
                                                        • Figure 18: Personal electronics purchase intent, August 2019
                                                      • Men are the more enthusiastic tech shoppers
                                                        • Figure 19: Home electronics purchase intent, by gender, August 2019
                                                        • Figure 20: Personal electronics purchase intent, by gender, August 2019
                                                      • Opportunity to reach 18-24 year olds with smart speakers and streaming devices
                                                        • Figure 21: Smart speaker and streaming media player ownership and purchase intent, by age, August 2019
                                                      • Black and English-speaking Hispanic consumers show higher smartphone purchase consideration
                                                        • Figure 22: Smartphone purchase intent, by race and Hispanic origin, August 2019
                                                      • Consumers have a healthy appetite for home and personal electronics
                                                        • Figure 23: Number of home and personal electronic devices planning to purchase, August 2019
                                                      • Millennials in the market for more devices than any other generation
                                                        • Figure 24: Number of home and personal electronic devices planning to purchase, by generation, August 2019
                                                    • Top Activities for New Technology

                                                      • Exercising is the top-ranked activity for which to buy new tech
                                                        • Figure 25: Top three activities for new tech, August 2019
                                                      • Older consumers least interested in new tech for any activity
                                                        • Figure 26: Top three activities for new tech – Ranked at least one activity, by age, August 2019
                                                        • Figure 27: Top three activities for new tech – Any rank, among rankers aged 55+, August 2019
                                                      • Half of men aged 18-34 rank video gaming as a top three activity for new tech
                                                        • Figure 28: Top three activities for new tech – Video gaming, by gender and age, August 2019
                                                      • Interest in health monitoring among men highest for 35-54 year olds
                                                        • Figure 29: Top three activities for new tech – Health monitoring, by gender and age, August 2019
                                                      • Mothers look for tech to help around the home
                                                        • Figure 30: Top three activities for new tech – Any rank, by parental status, August 2019
                                                        • Figure 31: Top three activities for new tech – Any rank, mothers and fathers, August 2019
                                                    • 5G Awareness and Knowledge

                                                      • Awareness and self-reported knowledge of 5G on the rise
                                                        • Figure 32: 5G awareness and knowledge, January 2019 and August 2019
                                                        • Figure 33: Donald Trump 5G tweet, February 2019
                                                      • Younger high-earners the most knowledgeable on 5G
                                                        • Figure 34: 5G awareness and knowledge, by age and income, August 2019
                                                    • Attitudes toward Digital Hardware

                                                      • Hands-on experience still important to tech shoppers
                                                        • Figure 35: Attitudes toward digital hardware – Online vs in-store, August 2019
                                                      • Name brand tech products provide assurance in quality and performance
                                                        • Figure 36: Attitudes toward digital hardware – Branding, August 2019
                                                      • Parents don’t trust durability of electronics, seek warranties on pricey items
                                                        • Figure 37: Attitudes toward digital hardware – Durability and warranties, by gender and parental status, August 2019
                                                        • Figure 38: iPhone 11 Pro – “It’s tough out there,” TV commercial, September 2019
                                                      • Younger consumers find wearables useful and fashionable
                                                        • Figure 39: Attitudes toward digital hardware – Wearable tech, by age, August 2019
                                                    • Consumer Segmentation – Attitudes toward Digital Hardware

                                                      • Four segments of consumers identified based on attitudes toward digital hardware
                                                          • Figure 40: Consumer segmentation – Attitudes toward digital hardware, August 2019
                                                        • Apathetic Browsers
                                                          • Characteristics
                                                            • Figure 41: Profile of Apathetic Browsers, August 2019
                                                          • Opportunities
                                                              • Figure 42: Household and personal electronics purchase intent, by consumer segmentation, August 2019
                                                            • Old School Shoppers
                                                              • Characteristics
                                                                • Figure 43: Profile of Old School Shoppers, August 2019
                                                                • Figure 44: Age distribution, by consumer segmentation, August 2019
                                                                • Figure 45: Top three activities – Ranked at least one activity, by consumer segmentation, August 2019
                                                              • Opportunities
                                                                  • Figure 46: Attitudes toward digital hardware – New tech, August 2019
                                                                  • Figure 47: Top three activities for new tech for Old School Shoppers – Any rank, August 2019
                                                                  • Figure 48: Top three activities for new tech – Index to all, by consumer segmentation, August 2019
                                                                • Brand Buyers
                                                                  • Characteristics
                                                                      • Figure 49: Profile of Brand Buyers, August 2019
                                                                      • Figure 50: Attitudes toward digital hardware – Branding, by consumer segmentation, August 2019
                                                                    • Opportunities
                                                                        • Figure 51: Top three activities for new tech for Brand Buyers – Any rank, August 2019
                                                                      • Techies
                                                                        • Characteristics
                                                                            • Figure 52: Profile of Techies, August 2019
                                                                          • Opportunities
                                                                              • Figure 53: Number of home and personal electronic devices planning to purchase, by consumer segmentation, August 2019
                                                                              • Figure 54: Top three activities for new tech for Techies – Any rank, August 2019
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                      Digital Trends (Hardware) - US - October 2019

                                                                                      £3,435.47 (Excl.Tax)