2021
9
US Digital Trends – Fall Market Report 2021
2021-10-29T04:06:56+01:00
OX1045143
3695
143965
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Report
en_GB
“The pandemic accelerated adoption of many digital behaviors, and led to consumers purchasing home electronics and entertainment products to improve their home experience. Many new behaviors and habits established during…

US Digital Trends – Fall Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The pandemic accelerated adoption of many digital behaviors, and led to consumers purchasing home electronics and entertainment products to improve their home experience. Many new behaviors and habits established during the pandemic will persist beyond widespread vaccine availability and lowering COVID-19 case counts. Understanding these shifts in behaviors will best prepare brands to reach and connect with an increasingly digital audience.”
– Buddy Lo, Sr. Technology and Consumer Electronics Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer behavior and the technology hardware and communication services market.
  • Key issues impacting major tech brands in the US, from social media to ecommerce and consumer electronics.
  • Home technology purchase intentions and personal technology ownership, including smartphones and wearables.
  • Digital activities over the past three months, including virtual behaviors and smartphones for ecommerce.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • Economic and other assumptions
              • COVID-19: US context
              • Executive Summary

                  • Top takeaways
                    • Market overview
                      • Figure 1: Total US consumer expenditures and forecast fan chart of technology hardware and communications, at current prices, 2016-26
                    • Impact of COVID-19 on technology hardware and communication
                      • Figure 2: Short-, medium- and long-term impact of COVID-19 on technology hardware and communication services, 2021
                    • Opportunities and challenges
                      • Supply chain issues and higher prices
                        • Connected personal technology remains a growth area
                          • Figure 3: Wearable technology ownership – Hearables, 2019-21
                        • Focus on sustainability to increase consumer consideration
                          • Figure 4: Attitudes toward technology and digital trends – Environment/sustainability, 2021
                        • Establish a connection with Tech Enthusiasts
                          • Figure 5: Consumer segments, 2021
                      • The Market – Key Takeaways

                        • Spending on tech hardware and services to stall in 2022 before resuming growth
                          • Rising inflation puts pricing pressure on consumers
                            • COVID-19 concerns return with Delta variant spread
                              • Global computer chip shortage continues to cause disruption
                              • Market Size and Forecast

                                • Spending on tech and communications surged – now due for a correction
                                  • Figure 6: Total US consumer expenditures and forecast fan chart of technology hardware and communications, at current prices, 2016-26
                                  • Figure 7: Total US sales and forecast of technology hardware and communication services, at current prices, 2016-26
                                • Impact of COVID-19 on technology and communications
                                  • Figure 8: Technology hardware and communication services market size, COVID-19 scenarios, 2016-21
                              • Segment Performance

                                • Tech hardware growth continues in 2021; temporary dip expected to follow
                                  • Figure 9: Total US consumer expenditures and forecast fan chart of technology hardware, at current prices, 2016-26
                                  • Figure 10: Total US consumer expenditures and forecast of technology hardware, at current prices, 2016-26
                                • Communication spending forecast for consistent growth
                                  • Figure 11: Total US consumer expenditures and forecast fan chart of communication services, at current prices, 2016-26
                              • Market Factors

                                • Pandemic unemployment assistance ended September 2021
                                  • COVID-19 concerns rebounding alongside Delta variant case increases
                                    • Figure 12: Coronavirus exposure concern, 2020-21
                                    • Figure 13: COVID-19 vaccination outlook, 2021
                                  • CPI has three straight months of 5% or more increases
                                    • Figure 14: Consumer Price Index change from previous period, 2015-21
                                  • Consumer confidence faltering since Spring 2021
                                    • Figure 15: Consumer Sentiment Index, 2015-21
                                  • Unemployment lowering – workers resume commuting in greater numbers
                                    • Figure 16: Current work commutes, 2021
                                    • Figure 17: Unemployment and underemployment, 2015-21
                                  • Global computer chip shortage exacerbates pricing, inventory availability
                                    • Telecommunication firms dedicate billions to bridging digital divide
                                      • Average monthly broadband use predicted to reach 650 GB by 2022
                                        • Social media takes significant share of bandwidth
                                        • Companies and Brands – Key Takeaways

                                          • Facebook whistleblower brings new uncertainty to the market
                                            • China’s energy crisis threatens major tech suppliers
                                              • Mobile carriers aggressively promote Apple’s iPhone 13
                                                • NFL and Verizon partner for long term 5G collaboration
                                                • Key Players and Industry Developments

                                                  • Facebook whistleblower ramps up calls to regulate social media giant
                                                    • Amazon breaks through in the gaming category with New World
                                                      • China’s energy crisis threatens supply chain for major tech firms like Apple
                                                        • Microsoft moves to allow independent repairs of its products
                                                        • Competitive Strategies

                                                          • Aggressive iPhone 13 deals promoted by carriers
                                                            • Figure 18: T-Mobile iPhone13 Pro promotional display ad, 2021
                                                          • Verizon ties hardware promotions with Fios in back-to-school messaging
                                                            • Figure 19: Verizon Fios direct mail promotion, 2021
                                                          • Dell targets home workers and small businesses with promotions and support messaging
                                                            • Figure 20: Dell direct mail promotion, 2021
                                                          • AI increasingly promoted to differentiate products
                                                            • Figure 21: Google Pixel 6 print advertisement, 2021
                                                        • Market Opportunities

                                                          • Verizon and the NFL pen 10-year 5G partnership
                                                            • iOS 15 provides a path for healthcare providers to access Apple Health data
                                                              • Third-party firms could find opportunities with refurbished market
                                                                • Mintel Trend The Suite Life points to consumer desire for connectivity
                                                                • The Consumer – Key Takeaways

                                                                  • Younger and more affluent lead home tech purchase consideration
                                                                    • Wireless earbuds are fast-growing personal tech
                                                                      • Most consumers engaged in at least one virtual activity in the past three months
                                                                        • Smartphone use widespread for ecommerce
                                                                          • Environmental concerns could present an opportunity for growth
                                                                            • Key consumer segments identified based on attitudes toward tech
                                                                            • Household Technology Ownership and Purchase Intent

                                                                              • Streaming devices lead overall household device ownership
                                                                                • Figure 22: Entertainment device ownership, 2021
                                                                              • Purchase consideration for technology driven primarily by household income and age
                                                                                • Figure 23: Household tech purchase intent, 2021
                                                                                • Figure 24: Household tech purchase intent, by age and household income, 2021
                                                                              • Black consumers more likely to consider audio products
                                                                                • Figure 25: Household tech purchase intent – Audio, by race and Hispanic origin, 2021
                                                                                • Figure 26: Household tech purchase intent – Audio, by race, gender and Hispanic origin, 2021
                                                                            • Personal Technology Ownership

                                                                              • Nearly four in five own a product other than smartphone or tablet
                                                                                • Figure 27: Personal technology ownership, 2021
                                                                                • Figure 28: Personal technology ownership – Smartphone, wearables and hearables, 2021
                                                                              • Wireless earbuds are fast-growing personal tech products
                                                                                • Figure 29: Wearable technology ownership – Hearables, 2019-21
                                                                              • Smartwatches gain while activity trackers fall
                                                                                • Figure 30: Wearable technology ownership – Wrist worn wearables, 2019-21
                                                                                • Figure 31: Apple Watch display ad, 2021
                                                                              • Younger women most likely to own a smartphone, wireless earbuds and smartwatch as a complete set
                                                                                • Figure 32: Wearable technology ownership – Smartphone, smartwatch and wireless earbuds, by gender and age, 2021
                                                                            • Virtual Activities in the Past Three Months

                                                                              • Six in 10 engaged in at least one virtual activity in the past three months
                                                                                • Figure 33: Virtual activities in the past three months, 2021
                                                                              • Opportunities to increase virtual participation among older consumers
                                                                                • Figure 34: Virtual activities in the past three months, by generation, 2021
                                                                              • Parents of children 6-11 most likely to go virtual for entertainment
                                                                                • Figure 35: Virtual activities in the past three months, by presence of children in the house by age, 2021
                                                                            • Smartphone Activities in the Past Three Months

                                                                              • Seven in 10 use their smartphone for retail, food service or groceries
                                                                                • Figure 36: Smartphone transactions in the past three months, 2021
                                                                                • Figure 37: Comfort with outside the home activities, 2021
                                                                                • Figure 38: Number of types of smartphone transactions made in the past three months, 2021
                                                                              • Convenience and saving time are top reasons for smartphone usage
                                                                                • Figure 39: Reasons for using a smartphone for a purchase, 2021
                                                                                • Figure 40: Reasons for smartphone transactions, by number of types of smartphone transactions, 2021
                                                                              • Foodservice can increase participation among older consumers
                                                                                • Figure 41: Smartphone activities in the past three months – Foodservice, by age and household income, 2021
                                                                                • Figure 42: Reasons for smartphone transactions, by age, 2021
                                                                              • Women more appreciative of the mobile purchasing experience
                                                                                • Figure 43: Smartphone transactions in the past three months, by gender, 2021
                                                                                • Figure 44: Reasons for smartphone transactions, by gender, 2021
                                                                            • Attitudes toward Technology and Digital Trends

                                                                              • Majority agree having new technology is exciting
                                                                                • Figure 45: Attitudes toward technology and digital trends – Newest tech, 2021
                                                                              • Environmental concerns could provide tech brands an edge
                                                                                • Figure 46: Attitudes toward technology and digital trends – Environment/sustainability, 2021
                                                                                • Figure 47: Attitudes toward technology and digital trends – Environment/sustainability, by gender and age, 2021
                                                                              • Consumers widely agree pandemic has increased dependency on tech
                                                                                • Figure 48: Attitudes toward technology and digital trends – Impact of COVID-19, by gender and age, 2021
                                                                            • Consumer Segments – Attitudes toward Technology

                                                                              • Four consumer segments identified based on attitudes toward technology
                                                                                  • Figure 49: Consumer segments, 2021
                                                                                • Tech Enthusiasts (21%)
                                                                                  • Characteristics
                                                                                    • Figure 50: Profiles of Tech Enthusiasts, 2021
                                                                                    • Figure 51: Attitudes toward technology – New tech devices and success, by consumer segments, 2021
                                                                                  • Opportunities
                                                                                    • Figure 52: Household tech purchase intent, by consumer segments, 2021
                                                                                    • Figure 53: Attitudes toward technology and digital trends – Sustainability, by consumer segments, 2021
                                                                                  • Mainstream Techies (24%)
                                                                                    • Characteristics
                                                                                      • Figure 54: Profiles of Mainstream Techies, 2021
                                                                                    • Opportunities
                                                                                      • Figure 55: Smartphone activities in the past three months, by consumer segments, 2021
                                                                                      • Figure 56: Reasons for using a smartphone for a purchase, by consumer segments, 2021
                                                                                    • Tech Laggards (31%)
                                                                                      • Characteristics
                                                                                        • Figure 57: Profiles of Tech Laggards, 2021
                                                                                      • Opportunities
                                                                                        • Late Adopters (24%)
                                                                                          • Characteristics
                                                                                            • Figure 58: Profiles of Late Adopters, 2021
                                                                                          • Opportunities
                                                                                            • Figure 59: Virtual activities in the past three months, by consumer segments, 2021
                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                          • Data sources
                                                                                            • Sales data
                                                                                              • Forecast
                                                                                                • Consumer survey data
                                                                                                  • Marketing creative
                                                                                                    • Abbreviations and terms
                                                                                                      • Abbreviations
                                                                                                        • Terms
                                                                                                        • Appendix – The Market

                                                                                                            • Figure 60: Total US consumer expenditures and forecast of technology hardware and communications, at inflation-adjusted prices, 2016-26
                                                                                                            • Figure 61: Total US consumer expenditures and forecast of technology hardware, at inflation-adjusted prices, 2016-26
                                                                                                            • Figure 62: Total US consumer expenditures and forecast of communications, at inflation-adjusted prices, 2016-26

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