1、1CONNECTED HOME 2023How emerging media technologies are impacting consumers homesMAR2023EXCERPT OF FINDINGS2INTRODUCTION13Innovation in media devices keeps coming,but do consumers want to keep pace?4Consumers see 8K TV sets on sale before they ever watch 4K on their 4K sets.They are bombarded with a
2、ds for 5G phones and service,and dont yet understand what 4G is.Simple choices about what to watch have now turned into a game of“Wheres Waldo”:Is that app on my smart TV?On my Roku?Which app is that series even on?BUT:consumers are still investing in new tech,even if they may not understand it all5
3、“The Connected Home”measures which entertainment technology and devices todays consumers are using Which devices do they own?Which technologies are they using to consume,discover or control media?Which technologies are growing in ownership,usage,or both?What opportunities do these trends create for
4、media stakeholders?6WE SURVEYED 5,026 U.S.CONSUMERS 6 Respondents were age 16-74 Weighted to U.S.Census data,Including age,gender,ethnicity,income,and HH size Data collection completed in February 2023 All interviews conducted in English7KEY FINDINGS28SMART TVS ARE THE NORM,ACCOUNTING FOR MOST TV SE
5、TS 3 in 4 TV households now own a smart TV up from 7 in 10 in 2021 6 in 10 TV homes stream on a smart TV at least weekly up from 5 in 10 in 2021 6 in 10 of all TVs are now smart TVs up from half in 2021 Implication:Strong increases in ownership along with more frequent use has created rapid growth i
6、n smart TV viewing,impacting the CTV“4 Ds”of Discovery,Decision,Delivery,and Data 9 More than half of TV HHs have a 4K-capable set(4K,UHD,or 8K)2 in 3 4K set owners have actually watched 4K content(up from half in 2019)And theres some interest in even higher resolution:1 in 20 claim to own an 8K set
7、,and 1 in 9 say they are“very likely”to buy an 8K set this year Implication:While 4K is a standard feature for most larger(50”+)TV sets,increased viewership will begin to drive differentiation of content based on 4K availability4K-CAPABLE SETS&VIDEO CONTINUE TO GROW10 Half of TV households have at l
8、east one remote with voice control,up from one third in 2019 4 in 10 homes with a voice remote say they use it“all the time”or“often”,similar to most previous waves Implication:Presence of voice remotes will continue to increase as new TVs and streaming devices are purchased,adding another layer to
9、the Discovery and Decision processHALF OF HOMES NOW HAVE A TV REMOTE WITH VOICE CONTROL11HOW MUCH SMARTER WILL HOUSEHOLDS GET?Over the past two years,ownership of smart speakers plateaued at just over half of households,after a period of rapid adoption Net ownership of all other smart home devices c
10、ontinues growth,from 1 in 3 homes in 2019 to half of homes this year Implication:Have smart speakers already met market demand?Tablets also peaked at around 50%ownership.If so,then we may start to see the de-linking of smart home devices from smart speakers12 Overall,1 in 8 homes this year report ow
11、ning a VR device,up a small but significant amount since 2019 Videogaming(8 in 10 VR users)continues to be the predominant reason for using a VR headset,and is increasing Implication:The high-profile launch of Oculus Quest 2 drove it to be the most popular headset but the“metaverse”bandwagon is quic
12、kly emptying(e.g.,Disney&Microsoft closing their metaverse units)VIRTUAL REALITY CONTINUES TO LOOK FOR TRACTION OUTSIDE GAMING13 Awareness of the term“5G”is nearly universal,with awareness at least 85%in 6 of past 7 quarterly waves Half of consumers are“very interested”in 5G phone service,and 4 in 1
13、0 are very interested in 5G home internet service,levels similar to last year Implication:5G is ingrained into consumer awareness at least as a term,with a substantial proportion of consumers having strong interest despite consumer confusion about its benefits5G HAS BROAD AWARENESS AND INTEREST14QUESTIONS?DAVID TICEC O N S U L T A N T/S T U D Y D I R E C T O RD A V I D T H U B R E S E A R C H L L C.C O MJON GIEGENGACKP R I N C I P A L/H U B R E S E A R C H J O N G H U B R E S E A R C H L L C.C O M
全部分类
免费下载资料库
10000份+资源包
千万vip文档畅享下载
下载文档文件编辑即用
网站精选百万好案
百万工程地产工作者都在用
微信扫一扫登录
