2020
9
US Connection and Communication in a Digital Age Market Report 2020
2020-12-12T03:02:21+00:00
OX987344
3695
128660
[{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
“Technology’s role in communication today is driven largely by rapid improvements in personal device hardware (ie smartphones) and connectivity. New communication behaviors are emerging in this rapidly evolving category. Consumers…

US Connection and Communication in a Digital Age Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Connection and Communication in a Digital Age US market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Technology and connectivity play key roles in communication behaviors and attitudes among consumers. The market is influenced by the wide availability and ownership of personal tech devices, growing internet accessibility, and the diverse array of communication platforms and services in operation. Within the digital sphere, there are generational communication preferences emerging marketers and brands need to be aware of in order to best connect with their target audience.

Expert analysis from a specialist in the field

Written by Buddy Lo, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Technology’s role in communication today is driven largely by rapid improvements in personal device hardware (ie smartphones) and connectivity. New communication behaviors are emerging in this rapidly evolving category. Consumers have their option of email, phone call, social media, video chats and more to connect with others, but newer forms are emerging in popularity, especially among younger consumers, and usage has accelerated since COVID-19.
Buddy Lo
Technology and Consumer Electronics Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Top takeaways
                • Four segments showcase different communication styles and preferences
                  • Figure 1: Consumer segments of attitudes toward digital communication, August 2020
                • Impact of COVID-19 on digital communication
                  • Figure 2: Short-, medium- and long-term impact of COVID-19 on digital communication, November 2020
                • Opportunities and Challenges
                  • Now is the time to establish video chat dominance
                    • Figure 3: Video chat behaviors, September 2020
                  • Email is a diminishing form of communication for Gen Z
                    • Figure 4: Preferred methods of communication, by generation, September 2020
                  • Social media will remain a vibrant engagement opportunity to reach Millennials
                    • Figure 5: Attitudes toward digital communication – brands and social media, by generation, September 2020
                • The Market – Key Takeaways

                  • Increasing home and mobile internet access improves connectivity
                    • Plentiful mobile data reduces data rationing concerns
                      • Remote work expected to continue beyond COVID-19
                        • Pandemic sets the table for VR success (finally)
                        • Market Indicators

                          • Widespread internet access means widespread digital reach
                            • Figure 6: Internet access, 2015-20
                          • Older consumers catching up on smartphone ownership
                            • Figure 7: Smartphone ownership, by age, 2015-20
                            • Figure 8: Smartphone ownership, by age, June 2019 – May 2020
                          • Mobile data increasingly available for consumers – keeps consumers connected at all times
                            • Figure 9: Type of mobile network data plan, 2015-20
                          • Impact of COVID-19 on connection and communication in a digital age
                            • Figure 10: Short-, medium- and long-term impact of COVID-19 on digital communication, November 2020
                          • Lockdown
                            • Re-emergence
                              • Recovery
                              • Market Factors

                                • Silicon Valley faces criticism from Congress over censorship
                                  • Gen Z will establish new communication trends
                                    • 5G connectivity should enable more data intensive forms of communication
                                      • Remote work expected to continue past COVID-19
                                        • Figure 11: Work commute since the COVID-19 pandemic, September 2020
                                      • FCC reaffirms decision to repeal net neutrality rules in 3-2 vote
                                      • Market Opportunities

                                        • Virtual reality should finally find its place in households in 2020
                                          • White space for purpose-built video calling apps
                                            • Third-party communication brands need to overcome Apple’s “walled garden” of services
                                            • Companies and Brands – Key Takeaways

                                              • TikTok flourishes during the pandemic
                                                • Zoom revenue skyrockets with workforce shift to remote functionality
                                                  • Facebook updates messenger for Instagram and Facebook platforms
                                                  • Competitive Strategies

                                                    • TikTok nearly doubles daily users since COVID-19 pandemic
                                                      • Figure 12: Social media daily users, September 2019 – August 2020
                                                      • Figure 13: Social media daily users, by generation, August 2020
                                                    • Zoom is the belle of the pandemic ball for video chat software
                                                      • Figure 14: Zoom quarterly revenue, Q1 2018 – Q2 2020
                                                    • Instagram/Facebook introduces cross-platform messaging
                                                      • Figure 15: Instagram/Facebook messenger cross-platform messaging promotional video, September 2020
                                                    • Signal messaging app downloads increase as consumers seek privacy and encryption
                                                      • Facebook Portal finds commercial success amid COVID-19 pandemic
                                                      • The Consumer – Key Takeaways

                                                        • Wellbeing and Experience Trend Drivers to play a big role in reemergence
                                                          • Text, calls and emails anchor primary communication methods
                                                            • Email languishes among Gen Z users
                                                              • Nearly half of consumers haven’t met anyone new in the past three months
                                                                • Two thirds of smartphone owners keep their phone on them at all times
                                                                  • One in five consumers have a preferred video chat service
                                                                  • The Consumer: Trend Drivers

                                                                    • COVID-19 will have long-lasting impact on communication behaviors
                                                                        • Figure 16: Mintel Trend Drivers and supporting Pillars – Technology, Wellbeing, Experiences and Rights
                                                                      • Access to and understanding of Technology drives consumer behavior
                                                                        • Wellbeing and Experiences drives consumer motivations for connection
                                                                            • Figure 17: Comfort in doing activities, July 2020 – November 2020
                                                                          • Privacy continues to be at the forefront of consumer concerns in tech
                                                                          • Preferred Methods of Communication

                                                                            • Texting, calling and emails remain the top form of communication
                                                                                • Figure 18: Preferred methods of communication across all relationships, September 2020
                                                                              • Is email dying among Gen Z?
                                                                                • Figure 19: Preferred methods of communication across all relationships, by generation, September 2020
                                                                                • Figure 20: Preferred methods of communication – work contacts, by generation, September 2020
                                                                              • Video calling and social media communication skew toward multicultural groups
                                                                                • Figure 21: Preferred methods of communication, by race and Hispanic origin, September 2020
                                                                              • Text and calling the default for reaching the spouse
                                                                                • Figure 22: Preferred methods of communication – spouse/significant other, September 2020
                                                                              • Text messaging overwhelmingly preferred when reaching friends
                                                                                • Figure 23: Preferred methods of communication – friends, September 2020
                                                                              • Nearly a quarter of consumers prefer video chat to reach immediate family
                                                                                • Figure 24: Preferred methods of communication – immediate family, September 2020
                                                                              • Video chats and social media are popular tools to connect with extended family
                                                                                • Figure 25: Preferred methods of communication – extended family, September 2020
                                                                              • Employees don’t want to engage work contacts outside of standard communication methods
                                                                                • Figure 26: Preferred methods of communication – work contacts, September 2020
                                                                                • Figure 27: Preferred methods of communication – work contacts, by generation, September 2020
                                                                            • Meeting New People in the Past Three Months

                                                                              • COVID-19 halting social lives for many
                                                                                • Figure 28: Meeting new people in the past three months, September 2020
                                                                              • Higher household income correlates to more opportunities to meet people
                                                                                • Figure 29: Household income, by consumers who have/haven’t met new people in the past three months, September 2020
                                                                                • Figure 30: Have met new people at work in the past three months, by household income, September 2020
                                                                              • Younger consumers meeting new people in more venues than older consumers
                                                                                • Figure 31: Have met someone new in the past three months, by age groups, September 2020
                                                                                • Figure 32: Where people have met someone new in the past three months, by age, September 2020
                                                                            • Smartphone Communication Behaviors

                                                                              • Keeping connected a priority for most smartphone owners
                                                                                • Figure 33: Smartphone communication behaviors, September 2020
                                                                              • Daily social media posters twice as likely to be social media communicators
                                                                                • Figure 34: Preferred method of communication – social media posts, by consumers who post on social media daily, September 2020
                                                                                • Figure 35: Generational breakdown of daily social media posters, by consumers who post on social media daily, September 2020
                                                                              • Millennials most likely to ask Siri or Alexa to connect them
                                                                                • Figure 36: Smartphone communication behaviors – digital voice assistants, by generation, September 2020
                                                                                • Figure 37: Smartphone communication behaviors – digital voice assistants, by parental status, September 2020
                                                                              • Younger consumers look to disconnect from smartphones
                                                                                • Figure 38: Smartphone communication behaviors – do not disturb mode, by generation, September 2020
                                                                            • Smartphone Location Sharing Behaviors

                                                                              • Minimal resistance to location-based apps
                                                                                  • Figure 39: Smartphone location sharing behavior, September 2020
                                                                                • Younger consumers take a more active role in managing location and apps
                                                                                  • Figure 40: Smartphone location sharing behavior – apps, by age, September 2020
                                                                                • Location tracking gives parents of teens peace of mind
                                                                                  • Figure 41: Smartphone location sharing behavior, by presence of children in the household, by age, September 2020
                                                                              • Video Chat Behaviors

                                                                                • COVID-19 restrictions spurs video chat usage
                                                                                    • Figure 42: Video chat behaviors, September 2020
                                                                                  • The young and wealthy are driving video chat adoption
                                                                                    • Figure 43: Video chat behaviors, by age and household income, September 2020
                                                                                  • Zoom looks to give FaceTime a run for its money
                                                                                    • Figure 44: Preferred video chat app, September 2020
                                                                                • Attitudes toward Digital Communication

                                                                                  • Digital meetups can’t replace the real thing
                                                                                    • Figure 45: Attitudes toward digital communication, September 2020
                                                                                  • Millennials turn to social media to interact with brands
                                                                                    • Figure 46: Attitudes toward digital communication – brands and social media, by generation, September 2020
                                                                                  • Video chats more personal to Millennials, less awkward for Gen Z
                                                                                    • Figure 47: Attitudes toward digital communication – video chatting, by generation, September 2020
                                                                                • Consumer Segmentation – Attitudes toward Digital Communication

                                                                                  • Four segments of consumers identified based on attitudes toward digital communication
                                                                                      • Figure 48: Consumer segments of attitudes toward digital communication, August 2020
                                                                                    • Weak Connectors (20%)
                                                                                      • Characteristics
                                                                                        • Figure 49: Profile of Weak Connectors, September 2020
                                                                                      • Opportunities
                                                                                        • Traditional Communicators (32%)
                                                                                          • Characteristics
                                                                                            • Figure 50: Profile of Traditional Communicators, September 2020
                                                                                          • Opportunities
                                                                                            • New Video Chatters (22%)
                                                                                                • Figure 51: Profile of New Video Chatters, September 2020
                                                                                                • Figure 52: Attitudes toward digital communication – video chatting, by consumer segments, September 2020
                                                                                              • Opportunities
                                                                                                • Figure 53: Video chat behaviors, by consumer segments, September 2020
                                                                                              • Tech Comm Embracers (26%)
                                                                                                • Characteristics
                                                                                                  • Figure 54: Profile of Tech Comm Embracers, September 2020
                                                                                                  • Figure 55: Meeting new people in the past three months, by consumer segments, September 2020
                                                                                                • Opportunities
                                                                                                    • Figure 56: Attitudes toward digital communication, by consumer segments, September 2020
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Direct marketing creative
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations
                                                                                                              • Terms
                                                                                                              • Appendix – Mintel Trend Drivers

                                                                                                                  • Figure 57: Mintel Consumer Trend Drivers and Pillars

                                                                                                              About the report

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