CE Adoption and Trends

Transcription

1 20% Familiarity with Virtual and Augmented Reality U.S. Broadband Households Very familiar Not familiar Consumer Analytics Team 20% Yilan Jiang, Manager of Consumer Research 60% 100% Virtual reality Augmented reality Virtual reality headsets Parks Associates David Mitchel, Research Analyst SYNOPSIS This 360 View covers adoption, purchase, and purchase intent for in-home entertainment devices such as smart TVs, gaming consoles, and streaming media players as well as emerging devices such as virtual reality headsets, drones, and personal assistants. The research also analyzes the consumer purchase drivers for CE devices. Katherine Li, Researcher ANALYST INSIGHT The market for in-home connected entertainment devices is relatively flat or declining based on product category, but newer devices are now available, including drones, wearable cameras, virtual reality headsets, and personal assistants. Gaming console makers should enjoy benefits from the initial adoption of virtual reality as gamers are expected to be a primary VR market; however, smart TVs and streaming media players are taking over as the most used connected CE devices, displacing gaming consoles which have held the lead since broadband households began streaming OTT content. Barbara Kraus, Director of Research, Parks Associates Number of Slides: 126 John Barrett, Director, Research, Consumer Analytics Industry Analyst Barbara Kraus, Director, Research

2 CONTENTS CE Adoption Trends Computing Device Ownership ( Home Entertainment Devices Ownership ( Home Audio Device Ownership ( Portable Device Ownership ( CE Purchase Trends Percentage of U.S. BB HHs Buying At Least One Consumer Electronics Device Within the Past 12 Months ( Computing Devices Purchased Within the Last 12 Months ( Home Entertainment Devices Purchased Within the Last 12 Months ( Home Audio Devices Purchased in the Last 12 Months ( Portable Devices Purchased Within the Last 12 Months ( Computing Devices: Top Five Brands Purchased in Year ( ) Home Entertainment Devices: Top Five Brands Purchased in Year ( ) Home Entertainment Devices, cont.: Top Five Brands Purchased in Year ( ) Audio Devices: Top Five Brands Purchased in Year ( ) Portable Devices: Top Five Brands Purchased in Year ( ) Purchase Decision Factors Consideration of Buying More than One Model/Brand Consideration of Buying More Than One Model or Brand of Products Consideration of Buying More Than One Model or Brand of Products, Cont. Purchase Equation Purchase Equation by Product Computing and Portable Devices: Purchase Equation by Product Home Entertainment Devices: Purchase Equation by Product Home Audio Devices: Purchase Equation by Product Emerging Devices: Purchase Equation by Product Laptop Purchase Equation by Brand Streaming Media Player Purchase Equation by Brand Smartphone Purchase Equation by Brand Flat Panel TV Purchase Equation by Brand Purchase Intention Trends Intention to Purchase At Least One Consumer Electronics Device ( Future Purchase Intention - Computing Devices ( Future Purchase Intention - Home Entertainment Devices ( Future Purchase Intention - Audio Devices ( Future Purchase Intention - Portable Devices ( Connected CE PC - to TV Connection ( % of U.S. BB HHs with Internet - Connected In-Home Entertainment Devices (2009 -

3 Adoption of a Connected In-Home Entertainment Device by Number of People in a Household % of U.S. BB HHs Connecting In-Home Entertainment Devices to Internet ( Most-Commonly Used Connected In-Home Entertainment Platform ( Reasons for Using Connected In-Home Entertainment Device the Most Ease-of-Use of Most-Used Connected In- Home Entertainment Devices Virtual Reality Headsets Reality Reality by Age Reality by Gender Among Year Olds High Familiarity with Virtual or Augmented Reality Products Use of Virtual Reality Headsets User Experience of Virtual Reality Headsets Virtual Reality Headsets: Adoption, Purchase, & Intention to Purchase Adoption and 2015 Purchase of Virtual Reality Headsets by Age Intention to Purchase Virtual Reality Headsets by Age and by Gender Personal Assistants Personal Assistant Devices: Adoption, Purchase, & Intention to Purchase Adoption and Purchase of Personal Assistant Devices by Household Income Intention to Purchase a Personal Assistant Device by Smart Home Device Ownership Wearable Cameras Wearable Cameras/Camcorders: Adoption, Purchase, & Intention to Purchase Adoption of Wearable Cameras by Age and by Household Income Activities Recorded Using Wearable Cameras/Camcorders (Q3/15) Intention to Purchase a Wearable Camera/Camcorder in Next 12 Months by Age Wearable Camera: Brand Purchased Drones Drones: Adoption, Purchase, & Intention to Purchase Adoption of Drones by Age and by Number of Children at Home Adoption of Drones by Age and by Households Without Children Intention to Purchase Drones by Age and by Children at Home Drone Capabilities Drone Activities Drone: Brand Purchased Robotic Floor Cleaners Robotic Floor Cleaners: Adoption, Purchase, & Intention to Purchase Robotic Floor Cleaners: Brand Purchased Adoption of Robotic Floor Cleaners by Home Size Intention to Purchase a Robotic Floor Cleaner by Home Size

4 Wireless Speakers Adoption & 2015 Purchase of Bluetooth & Wi-Fi Speakers Bluetooth Speakers: Brand Purchased Wi-Fi Speakers: Brand Purchased Adoption of Bluetooth Speakers by Number of Smartphones in a Household Adoption of Wi-Fi Speakers by Adoption of Internet-Connected Audio Platforms Computers Apple: Macintosh Computer Ownership ( Adoption of an Apple Computer by Number of Apple iphones in a Household Computer Ownership: Apple Mac vs. Windows PC ( Brand of Most Used Computer ( Computer Sticks Computer Sticks: Adoption, Purchase, & Intention to Purchase Computer Sticks: Brand Purchased Operating System of Computer Sticks Satisfaction with Computer Sticks Computer Stick Activities Computer Stick Activities by Operating System New TV Capabilities Purchase of Smart TV ( Top Rated & Ranked Flat Panel TV Features Adoption of Android TV and Roku TV Flat Panel TV Intenders: Familiarity with Roku TV and Android TV Concerns About the Amount of Video Available in 4K (2015 -

5 ATTRIBUTES Parks Associates N. Dallas Pkwy Suite 575 Dallas TX parksassociates.com PHONE Toll free FAX Authored by Barbara Kraus, Yilan Jiang, John Barrett, David Mitchel, and Katherine Li Executive Editor: Jennifer Kent Published by Parks Associates 2016 Parks Associates Dallas, Texas All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. Printed in the United States of America. DISCLAIMER Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.