- Published: February 2012
Connected Device Usage for US Multiscreen Entertainment
- Published: May 2013
- Region: United States
- 36 Pages
- Multimedia Research Group (MRG, Inc)
Connected Devices Change the Way We Consume Video – US Installed Base to Reach 900 Million by 2017
Internet-connected consumer electronics (CE) devices, including smartphones, PCs, tablets and connected TVs, are no longer reserved for the younger generation. Today, consumers of all ages live the connected lifestyle. In fact, MRG estimates that the US installed base of Internet-connected devices will grow to 900 million by 2017. Since 2010, the largest growth in connected devices has been with smartphones, tablets and connected TVs. The US smartphone installed base alone grew from 88 million units in 2010 to 170 million in 2012.
The driving force behind these mind-boggling growth statistics has been the creation of digital ecosystems. Devices are no longer sold based exclusively on product design, or their features and functions. Digital ecosystems combine devices, services and content from multiple suppliers to generate greater consumer value than each element could offer independently. Digital ecosystems are unique in that they evolve as a single entity where the success of the ecosystem benefits all participants.
US consumers are rapidly adopting connected CE devices. Smartphones, tablets and Internet-connectible TVs top the list. Since 2010 the average number of connected devices owned by US broadband households has increased from five devices per HH to over seven devices per HH.
The proliferation of connected devices has given consumers new entertainment choices. It has been widely assumed that the adoption of all these connected devices would dramatically change our entertainment consumption behavior. The multiscreen entertainment market was supposed to be about consuming entertainment using lots of different screens. This has become a reality only for some.
The objective of this research is to characterize and quantify how the adoption of connected devices is impacting consumer entertainment behavior, and to predict how connected devices will be used in the future. The report examines who is adopting connected devices and most importantly, how these devices are being used for online entertainment purposes. To gauge the evolution of the market, the connected device market is examined from a digital ecosystem perspective. Five-year forecasts for US connected device shipments and installed base are presented. The forecasted connected devices include desktop and laptop computers, tablets, connected TVs, standalone Blu-ray players, streaming media players, video-enabled gaming consoles (Xbox, PS3 Wii), and smartphones.
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Connected Device Adoption
US Device Installed Base
Use of Connected Devices for Entertainment Activities
Market Analysis and Forecasts
I. Connected Device Adoption Follows an Evolutionary Pattern
II. Interest in Technology Correlates to Interest in Online Entertainment
III. The Adoption of Technology does not Directly Alter Online Entertainment Behavior
IV. Consumers Prefer Devices for Specific Entertainment Activities
V. Digital Ecosystems Must Balance Scale with Innovation
Table of Figures
Figure 1….. US Installed Base Forecast of Total Connected Devices 2010-2017 (in Thousands)
Figure 2….. US Installed Base Forecast for Major Connected Devices 2012-2017.
Figure 3….. Digital Ecosystem Structure.
Figure 4….. Installed Base of Connected Devices by Digital Ecosystem.
Figure 5….. Use of Laptop PCs For Entertainment Activities Over P6M.
Figure 6….. Laptop PC Owners’ Use of Online Video Services/Sites
Figure 7….. Comparison of Entertainment Activities Performed From Smartphones Over P6M.
Figure 8….. Comparison of Entertainment Activities Performed on Tablets Over the Past 6 Months
Figure 9….. Video Services Used by iPad Owners vs. Non-Owners
Figure 10… Video Services Used by Kindle Fire Owners
Figure 11… Video Services Used by Other Tablet Owners
Figure 12… Incidence of Performing Online Activities on a Connected TV Over P6M.
Figure 13… Evolutionary Phases of Connected Device Adoption.
List of Tables
Table 1…… Connected Devices Used for Viewing Online Video on the TV.
Table 2…… US Connected Device Shipments 2010-2012.
Table 3…… US Connected Device Installed Base 2010-2012.
Table 4…… Cross Ownership of Smartphones and Tablets
Table 5…… Use of Laptop PCs For Entertainment Activities Over P6M by Age.
Table 6…… Use of Laptop Computers for Entertainment Activities by Technology Adoption Category.
Table 7…… Entertainment Activities Performed on an iPhone Over P6M, by Age.
Table 8…… Entertainment Activities Performed on an iPhone Over P6M, by Technology Adoption Category.
Table 9…… Entertainment Activities Performed on an Android Smartphone Over P6M, by Age.
Table 10….. Entertainment Activities Performed on an Android Smartphone Over P6M, by Technology Adoption Category
Table 11….. Entertainment Activities Performed on a Windows Smartphone Over P6M, by Age.
Table 12….. Entertainment Activities Performed on a Windows Smartphone, by Technology Adoption Category.
Table 13….. Entertainment Activities Performed Over P6M on an iPad, by Age.
Table 14….. Entertainment Activities Performed Over P6M on an iPad, by Technology Adoption Category.
Table 15….. Frequency of Streaming Video From an Online Video Service, by Technology Adoption Category.
Table 16….. Entertainment Activities Performed Over P6M on a Kindle Fire, by Age.
Table 17….. Entertainment Activities Performed on a Kindle Fire Over P6M, by Technology Adoption Category.
Table 18….. Frequency of Viewing Online Video Among Kindle Fire Owners, by Technology Adoption Category.
Table 19….. Entertainment Activities Performed Over P6M on an Other Tablet, by Age.
Table 20….. Entertainment Activities Performed Over P6M Among Other Tablet Owners, by Technology Adoption Category
Table 21….. Frequency of Streaming Online Video Among Other Tablet Owners, by Technology Adoption Category.
Table 22….. Incidence of Performing Online TV Activities, by Age Group.
Table 23….. Incidence of Performing Online TV Activities, by Technology Adoption Category.
Table 24….. Incidence of Performing Entertainment Activities Frequently, by Technology Adoption Category.
Table 25….. Smartphone Ownership by Technology Adoption Category.
Table 26….. US Connected Device Shipment Forecast 2012-2017 (Units in Thousands)
Table 27. US Connected Device Installed Base 2012-2017 (Units in Thousands)