i3 - May/June 2017 - 44

Business

By Shawn DuBravac

T H E EC O N O M I ST

Your Household
is Changing

on smartphones and tablets for two
hours and 37 minutes a day, up from
one hour and 18 minutes two years ago.
The shift toward personal viewing and
device use is evident in the study results.
For example, in the last 12 months
DVD and Blu-ray hardware ownership
has slipped from 164 million units
to 142 million units with 70 percent of
U.S. households owning one. In 2011,
94 percent of U.S. households reported
the same. Sure, ownership
of devices like digital media
Our television
streaming devices is up
viewing habits
are changing.
significantly over this period
(from eight percent in 2011
to 36 percent in 2017), but the trend
toward personal devices and personal
viewing, is clear with accompanying
social repercussions.

 I  

f your house looks like mine, you probably are surrounded
by multiple screens and the way you use those screens
has shifted. CTA's 19th Annual Consumer Technology
Ownership and Market Potential report shines light on the trends
that are transforming our homes and changing our lives.

The Changing Nature of Screens
Chances are strong that you own
a television. Ninety-six percent of
households own on average 2.7 televisions, according to CTA research.
What's more, 85 percent own an HDTV.
Because of the growth of broadband
and Wi-Fi, 54 percent of households
now also own an internet-enabled TV.
And in the last year, households who
own a 4K UHD television has increased
from seven percent in 2016 to 16 percent this year with 18 percent also owning a television 60-inches or larger.
Altogether, Americans own roughly
308 million TVs. But subtle shifts are
underway and our television viewing
habits are changing. According to
44

MAY/JUNE 2017

Nielsen's Total Audience Report,
we spend four hours a day watching
live television and over six hours a day
when DVR and time-shifted content
is included. Both of these figures have
declined slightly over the last two years.
CTA estimates smartphone ownership has increased to 80 percent
of households - for the first time,
the number of smartphones and tablets collectively owned by U.S. households outnumbers televisions with
238 million smartphones and 140 million tablets. Together, these 378 million
mobile devices are influencing the content we consume and how we consume
it. Nielsen's Total Audience Report
finds we use apps and access the web

The growth of some connected devices
may be lower than you expect due to
a trend I call the fragmentation of device
ownership. Here's the premise - roughly
half of the annual revenue of the consumer
tech sector comes from a handful of
devices that are widely owned and have
high density rates.
At CES® 2017 thousands of objects
were digitized and connected from thermostats to door locks to refrigerators to
beds. In the early years, ownership of these
products is highly fragmented as we move
from a world where there are few connected devices at high ownership rates
to a world where we own dozens of digitally connected objects unique to our
own usage patterns but at much lower
ownership rates. For researchers it will
soon be difficult to discuss what we own
on average, because there will not be
an average household.
One area where current ownership
rates are far below where eventual ownership rates will be is voice-activated digital
assistant devices. Roughly eight percent
of households own one according to CTA.
In the coming year, roughly nine percent
of households plan to buy one. About
a quarter of these households will be
repeat buyers while three-quarters will be
firsttime purchasers. I predict this market
will transform and grow rapidly. n
I T I S I N N O VAT I O N

credit will be complete before ship

Growth of Connected Objects


http://www.CTA.tech/research http://www.CTA.tech/research

Table of Contents for the Digital Edition of i3 - May/June 2017

Contents
i3 - May/June 2017 - Cover1
i3 - May/June 2017 - Cover2
i3 - May/June 2017 - Contents
i3 - May/June 2017 - 2
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i3 - May/June 2017 - Cover3
i3 - May/June 2017 - Cover4
https://www.nxtbook.com/nxtbooks/manifest/i3_20200708
https://www.nxtbook.com/nxtbooks/manifest/i3_20200506
https://www.nxtbook.com/nxtbooks/manifest/i3_20200304
https://www.nxtbook.com/nxtbooks/manifest/i3_20200102
https://www.nxtbook.com/nxtbooks/manifest/i3_20191112
https://www.nxtbook.com/nxtbooks/manifest/i3_20190910
https://www.nxtbook.com/nxtbooks/manifest/i3_20190708
https://www.nxtbook.com/nxtbooks/manifest/i3_20190506
https://www.nxtbook.com/nxtbooks/manifest/i3_20190304
https://www.nxtbook.com/nxtbooks/manifest/i3_20190102
https://www.nxtbook.com/nxtbooks/manifest/i3_20181112
https://www.nxtbook.com/nxtbooks/manifest/i3_20180910
https://www.nxtbook.com/nxtbooks/manifest/i3_20180708
https://www.nxtbook.com/nxtbooks/manifest/i3_20180506
https://www.nxtbook.com/nxtbooks/manifest/i3_20180304
https://www.nxtbook.com/nxtbooks/manifest/i3_20180102
https://www.nxtbook.com/nxtbooks/manifest/i3_20171112
https://www.nxtbook.com/nxtbooks/manifest/i3_20170910
https://www.nxtbook.com/nxtbooks/manifest/i3_20170708
https://www.nxtbook.com/nxtbooks/manifest/i3_20160102
https://www.nxtbook.com/nxtbooks/manifest/i3_20160304
https://www.nxtbook.com/nxtbooks/manifest/i3_20160506
https://www.nxtbook.com/nxtbooks/manifest/i3_20160708
https://www.nxtbook.com/nxtbooks/manifest/i3_20170506
https://www.nxtbook.com/nxtbooks/manifest/i3_20170304
https://www.nxtbook.com/nxtbooks/manifest/i3_20170102
https://www.nxtbook.com/nxtbooks/manifest/i3_20161112
https://www.nxtbook.com/nxtbooks/manifest/i3_20160910
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