Online And In-store Shopping Complement As Well As Compete With One Another

2/3/2013

A quarter of U.S. households (25%) with broadband Internet watch online video on mobile devices on a regular basis, according to Parks Associates. One in five broadband households (20%) own at least three app-based devices, including smartphones, tablets, smart TVs, and game consoles.

Six in 10 broadband households (60%) own smartphones, and 33% own tablets. Smartphone owners have downloaded an average of 14 apps since acquiring their phones, but use only four apps on a regular basis. Seven in 10 smartphone owners (71%) have at least one paid app on their phones.

Among smart TV app users, 17% have purchased products or services through these apps. One in five U.S. broadband users (20%) have watched video on mobile phones in the past month.

Consumers are not shifting their viewing entirely to online video, however. Only 8% of U.S. broadband households have stopped using DVDs and/or Blu-ray discs in favor of online video.

Source: “Trends, Technologies, & Ecosystems: Evolution of the Digital Home,” Parks Associates, John Barrett, Director of Consumer Analytics, 15950 N. Dallas Pkwy., #575, Dallas, TX 75248; 972-490-1113; info@parksassociates.com; www.parksassociates.com. 

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