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The TV Ownership Trends Report quantifies the U.S. TV installed base, room location trends, and delves into what drives consumers to replace their TVs. The dashboards include an 11 year trend. These data provide a view of how the TV replacement cycle impacts the resulting installed base. The dashboards are updated quarterly.
Key findings this wave include:
The Device Usage Trends Report tracks consumer’s usage of installed TVs, streaming media players, video game consoles, Smartphones, tablets and computers. There are two core metrics, overall device usage frequency and usage for streaming video. The analysis is published every other wave, and the accompanying excel data dashboard provides a more in-depth view of the trends every quarter.
The Device Ownership Trends & Profile report is your go to for understanding what devices consumers own and how that has changed over the past 3-years. The profile tool segments over 300 consumer groups. You can quantify device ownership penetration for your target demographic, shopper, viewer, subscriber and more. The analysis is published every other wave, and the accompanying excel data dashboard provides a more in-depth view of the trends every quarter.
Key findings this wave include:
This VR and Smart Glasses report is our first take on the competitive market, in terms of ownership of these devices. The report is relatively short in its current (initial) form and is intended to provide directional information about the market. We intend to expand this report with our next wave of research (Fall 2024).
As such, we have some caveats regarding the ownership data, as follows:
The Wearables Profile Report provides a side-by-side view of different consumer profiles, offering an easy way to view differences among the consumer base. The report leverages the same data as the Ownership and Usage reports.
As we saw in the Spring 2024 Wearables Ownership Report, smartwatch growth has stalled once again and remains at 42 percent. Further, sales were essentially flat in Q4 2023 compared to one year prior. The combination of these factors suggests that sales are driving existing wearables consumers to refresh their devices, rather than seeing significant numbers of new consumers join the wearables trend. Indeed, only 14 percent of non-smartwatch owners are considering purchasing a watch in the next six month.
The current economic environment continues to put pressure on the wearables market, which is seeing slower sales than in previous years. Indeed, ownership has flattened, remaining at 42% of the population, which is the same ownership level that we saw six months ago, despite the holiday period which is an increasingly common time for smartwatch gifting.