Hub：2023年美國(guó)聯(lián)網(wǎng)家庭報(bào)告

MAR

2023

EXCERPTOFFINDINGS

CONNECTEDHOME2023

Howemergingmediatechnologiesare

impactingconsumers’homes

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INTRODUCTION

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Innovationinmediadeviceskeepscoming,

butdoconsumerswanttokeeppace?

Consumerssee8KTVsetsonsalebeforetheyeverwatch4Kontheir4Ksets.

Theyarebombardedwithadsfor5Gphonesandservice,anddon’tyetunderstandwhat4Gis.

Simplechoicesaboutwhattowatchhavenowturnedintoagameof“Where’sWaldo”:IsthatapponmysmartTV?OnmyRoku?Whichappisthatseriesevenon?

BUT:consumersarestillinvestinginnewtech,eveniftheymaynotunderstanditall

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“TheConnectedHome”

measureswhichentertainmenttechnologyanddevicestoday’sconsumersareusing

?Whichdevicesdotheyown?

?Whichtechnologiesaretheyusingtoconsume,discoverorcontrolmedia?

?Whichtechnologiesaregrowinginownership,usage,orboth?

?Whatopportunitiesdothesetrendscreateformediastakeholders?

WESURVEYED5,026U.S.CONSUMERS

?Respondentswereage16-74

?WeightedtoU.S.Censusdata,

?Includingage,gender,ethnicity,income,andHHsize

?DatacollectioncompletedinFebruary2023

?AllinterviewsconductedinEnglish

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2KEYFINDINGS

?3in4TVhouseholdsnowownasmartTV–upfrom7in10in2021

?6in10TVhomesstreamonasmartTVatleastweekly–upfrom5in10in2021

?6in10ofallTVsarenowsmartTVs–upfromhalfin2021

?Implication:Strongincreasesinownership–alongwithmorefrequentuse–hascreatedrapidgrowthinsmartTVviewing,impactingtheCTV“4D’s”ofDiscovery,Decision,Delivery,andData

SMARTTVSARETHENORM,ACCOUNTINGFORMOSTTVSETS

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?MorethanhalfofTVHHshavea4K-capableset(4K,UHD,or8K)

?2in34Ksetownershaveactuallywatched4Kcontent(upfromhalfin2019)

?Andthere’ssomeinterestinevenhigherresolution:1in20claimtoownan8Kset,and1in9saytheyare“verylikely”tobuyan8Ksetthisyear

?Implication:While4Kisastandardfeatureformostlarger(50”+)TVsets,increasedviewershipwillbegintodrive

4K-CAPABLESETS&VIDEOCONTINUETOGROW

differentiationofcontentbasedon4Kavailability

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?HalfofTVhouseholdshaveatleastoneremotewithvoicecontrol,upfromonethirdin2019

?4in10homeswithavoiceremotesaytheyuseit“allthetime”or“often”,similartomostpreviouswaves

?Implication:PresenceofvoiceremoteswillcontinuetoincreaseasnewTVsandstreamingdevicesarepurchased,addinganotherlayertotheDiscoveryandDecisionprocess

HALFOFHOMESNOWHAVEATVREMOTEWITHVOICECONTROL

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HOWMUCHSMARTERWILLHOUSEHOLDSGET?

?Overthepasttwoyears,ownershipofsmartspeakersplateauedatjustoverhalfofhouseholds,afteraperiodofrapidadoption

?Netownershipofallothersmarthomedevicescontinuesgrowth,from1in3homesin2019tohalfofhomesthisyear

?Implication:Havesmartspeakersalreadymetmarketdemand?Tabletsalsopeakedataround50%ownership.Ifso,thenwemaystarttoseethede-linkingofsmarthomedevicesfromsmartspeakers

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VIRTUALREALITYCONTINUESTOLOOKFORTRACTIONOUTSIDE

GAMING

?Overall,1in8homesthisyearreportowningaVRdevice,upasmall–butsignificant–amountsince2019

?Videogaming(8in10VRusers)continuestobethepredominantreasonforusingaVRheadset,andisincreasing

?Implication:Thehigh-profilelaunchofOculusQuest2droveittobethemostpopularheadsetbutthe“metaverse”bandwagonisquicklyemptying(e.g.,Disney&Microsoftclosingtheir

metaverseunits)

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5GHASBROADAWARENESSANDINTEREST

?Awarenessoftheterm“5G”isnearlyuniversal,withawarenessatleast85%in6ofpast7quarterlywaves

?Halfofconsumersare“veryinterested”in5Gphoneservice,and4in10areveryinterestedin5Ghomeinternetservice,levelssimilartolastyear

?Implication:5Gisingrainedintoconsumerawarenessatleastasaterm,withasubstantialproportionofconsumershavingstronginterestdespiteconsumerconfusionaboutitsben