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TABLE OF CONTENT
Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Hardware
Household tech: Maturity an obstacle to growth
Figure 1: Household electronics ownership, by age, July 2013
Cultivating the late majority
Figure 2: Personal electronics ownership, by age, July 2013
Time to focus on the low-income buyer
Figure 3: Personal electronics ownership, by household income, July 2013
Blacks, Hispanics gearing up for purchases
Figure 4: Intent to purchase electronics, by race and Hispanic origin, July 2013
Mobile marketing focuses on technophiles
Figure 5: Selected personal electronics ownership, by personal electronics ownership, July 2013
Online activities
PC still primary platform for digital media consumption
Figure 6: Online activities conducted in past three months, by hardware platform, July 2013
PC dominates location-based services
Figure 7: Online activities related to purchasing, July 2013
Digital activity related to purchasing behavior driven by household income
Figure 8: Online activities related to purchasing, by household income, July 2013
Figure 9: Online activities related to purchasing, by household income, July 2013 (continued)
What we think
Hardware
Key points
Household electronics
Maturity an obstacle to growth
Figure 10: Household electronics ownership, by age, July 2013
Figure 11: Household electronics ownership, by household income, July 2013
Synergy in ownership
Figure 12: Household electronics ownership, by household electronics ownership, July 2013
New TV technologies a tough sell
Figure 13: Types of televisions owned, by age, July 2013
Figure 14: Types of televisions owned, by household income, July 2013
Men aged 18-54 pro-TV
Figure 15: Types of televisions owned, by gender and age, July 2013
Personal electronics
Cultivating late adopters
Figure 16: Personal electronics ownership, by age, July 2013
Figure 17: Personal electronics ownership, by household income, July 2013
Mobile marketing focuses on technophiles
Figure 18: Selected personal electronics ownership, by personal electronics ownership, July 2013
Intent to purchase
Laptops, tablets, smartphones top purchase list
Figure 19: Intent or consideration for purchase of electronics, July 2013
Figure 20: Intent to purchase electronics, by age, July 2013
Figure 21: Intent to purchase electronics, by age, July 2013 (continued)
Figure 22: Intent to purchase electronics, by personal electronics ownership, July 2013
Figure 23: Intent to purchase electronics, by personal electronics ownership, July 2013 (continued)
Figure 24: Intent to purchase electronics, by select household electronics ownership, July 2013
Online Activities
Key points
Methods of accessing the internet
PCs still dominate access
Figure 25: Hardware used to access the internet, by age, July 2013
Figure 26: Hardware used to access the internet, by household income, July 2013
PC still primary platform for digital media consumption
Figure 27: Online activities conducted in past three months, by hardware platform, July 2013
Younger adults more active online
Figure 28: Online activities conducted in past three months, by age, July 2013
Figure 29: Online activities conducted in past three months, by age, July 2013 (continued)
Online activities related to purchasing
PC dominates location-based services
Figure 30: Online activities related to purchasing, July 2013
Figure 31: Online activities related to purchasing, by household income, July 2013
Figure 32: Online activities related to purchasing, by household income, July 2013 (continued)
Figure 33: Online activities related to purchasing, by age, July 2013
Figure 34: Online activities related to purchasing, by age, July 2013 (continued)
Figure 35: Online activities related to purchasing, by gender and age, July 2013
Figure 36: Online activities related to purchasing, by gender and age, July 2013 (continued)
Impact of Race and Hispanic Origin
Key points
White non-Hispanics lag in ownership, interest
Figure 37: Personal electronics ownership, by race and Hispanic origin, July 2013
Figure 38: Intent to purchase electronics, by race and Hispanic origin, July 2013
Non-white groups more accessible via new media
Figure 39: Online activities, by race and Hispanic origin, July 2013
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