American households are increasingly cluttered with devices and emerging technologies.
Smartphones
Most Americans (82%) have a cell phone, and 73% say it is their most used device, according to Forrester. However, only 17% have a smartphone. Even among Gen Xers and Gen Yers, the most digitally savvy users, fewer than 25% have smartphones.
About 60% of cell phone owners have Internet access, meaning most access the Web from a device other than a smartphone. A small proportion (14%) access social media sites from their phones.
Among those with smartphones, apps allow their devices to serve new functions with each download. More than four in 10 app users (42%) have completely discontinued use of their MP3 players in favor of smartphones and tablet PCs loaded with apps, reports Deloitte. Some 38% have reduced their use of AM/FM radios, and 30% are using their handheld videogames less. More than a quarter (28%) are using stand-alone GPS devices less.
Nearly two thirds of smartphone owners (62%) say the apps available on their devices encourage them to carry those devices when they normally would not. In fact, 41% use their smartphone as a replacement for their laptop or netbook when they are away from home, and 15% use the devices instead of a computer while at home.
While most of those who own smartphones (65%) download and use apps to take advantage of the additional features that such software provides, only 18% of those who are considering buying a smartphone say the additional features and functionality influence their buying decisions.
3-D Television
Only 9% of Americans have seen a 3-D television set, and only 7% have bought 3-D content to view on a capable device in the prior six months, says Deloitte. Of those who have watched a 3-D set, 55% say it met their expectations, whereas 24% say it fell below what they expected. The vast majority of U.S. adults (83%) do not think that the addition of 3-D capability is a reason to buy a new set. Among flat panel TV set owners, 60% would not pay more for a 3-D capable TV than one without such technology. Nearly a third of those who have seen 3-D TV say it does not enhance their viewing experience in any way.
Millennials are the most excited about 3-D technology; 20% have seen 3-D TV and 13% have bought 3-D content. In addition, more than half (55%) consider it worth buying a new television in order to view 3-D programming without having to wear 3-D glasses.
The required glasses are a significant barrier to adoption: 31% of those who say the experience of 3-D TV did not meet their expectations also say they dislike wearing the glasses.
DVR and Video-On-Demand
Four in 10 TV households (40%) have a DVR, and 34% of those have multiple DVR units, according to Leichtman Research. While 89% of DVR users say they skip commercials when viewing recorded programs, 60% of DVR owners say they skipped commercials before they purchased their device. In addition, 52% have used video-on-demand service in the prior month. DVR users have an average annual income 34% higher than non-DVR households, and VOD households have an average annual income 10% higher than the national average.
Netflix’s on-demand service, “Watch Instantly,” is also increasingly popular. Six in 10 households that subscribe to Netflix (60%) have used “Watch Instantly.” Netflix households have an average annual income 24% higher than the national average.
Sources: “State of Consumers & Technology: Benchmark 2010,” Forrester Research, Jacqueline Anderson, Analyst, 400 Technology Sq., Cambridge, MA 02139; 617-613-6000; janderson@forrester.com;www.forrester.com. Price: Call for information.
“Revolutions 2010,” Deloitte, Phil Asmundson, Vice Chair Technology, Media, and Telecommunications, 333 Ludlow St., Stamford, CT 06902; 203-708-4860; pasmundson@deloitte.com; www.deloitte.com. Price: Call for information.
“On Demand TV 2010: A Nationwide Study On VOD And DVRs,” Leichtman Research, Bruce Leichtman, President, 3 Ellison Ln., Durham, NH 03824; 603-397-5400; info@leichtmanresearch.com; www.leichtmanresearch.com. Price: Call for information.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.