2018-了解美国消费者（英文版）-2mb

USA Market Report Summary (2017)

Core Content

This document presents an in-depth analysis of the digital consumer behavior in the United States, focusing on device ownership, online engagement, media consumption, and brand interactions. It compares the U.S. market to the global average and highlights key trends across demographics and online activities.

Main Points

1. Demographics and Interests

• Demographics: The report segments internet users based on lifestyle, gender, education, parental status, and other factors. It provides insights into the interests and behaviors of these groups.
• Top Interests: The most popular interests among U.S. internet users include:
  • Music (55%)
  • Food / restaurants / cooking (53%)
  • Television (52%)
  • Film / movies (49%)
  • Books / reading (44%)
  • Pets / Pet care (39%)
  • Travel and exploring new places (37%)
  • News / current affairs (37%)
  • History (37%)
  • Health and fitness (34%)

2. Device Ownership and Usage

• Device Penetration:

  • PC/Laptop: 87%
  • Smartphone: 85%
  • Tablet: 48%
  • Games console: 40%
  • Smart TV: 34%
  • TV streaming stick/device: 26%
  • e-Reader: 17%
  • Feature phone: 10%
  • Smart wristband: 9%
  • Smartwatch: 7%

• Smartphone Importance: Smartphones are perceived as the most important device for internet access, with 85% of users identifying them as such.

• Multi-Device Usage: Multi-device usage is now the norm, with mobile encouraging longer online engagement rather than reducing time spent on PCs/laptops.

• Device Trends:

  • Smartphones continue to rise in importance.
  • Tablets are experiencing a decline in growth and usage, indicating "tablet fatigue."
  • Wearables like smartwatches and smart wristbands remain niche unless they offer more functionality than smartphones.

3. Time Spent Online and Mobile Marketplace

• Time Spent Online by Device:
  • Mobile: 2 hours and 4 minutes per day
  • PC/Laptop: 2 hours and 6 minutes per day
• Age Trends:
  • Younger users (16–24 years) spend the most time online.
  • They are also more likely to plan to purchase a new smartphone in the next 12 months.
• Top Mobile Handset Brands:
  • Samsung Galaxy S series
  • iPhone
  • Other major brands like HTC, Huawei, LG, and Sony are also prominent.

4. Ad-Blocking and Privacy Tools

• Ad-Blocking Trends:
  • Ad-blocking is becoming increasingly common, with younger users more likely to use it.
  • The top reason for using ad-blockers is the annoyance and irrelevance of online ads (59%).
  • Other reasons include the desire to speed up page load times (40%) and the intrusiveness of ads (46%).
• Privacy Tools:
  • 53% of users use private browsing windows.
  • 44% delete cookies regularly.
  • 30% use anti-tracking tools.
  • 17% use a VPN (not specifically in the last month).
• Privacy Concerns:
  • 59% of users are concerned about how companies use their personal data.
  • 53% are concerned about the internet eroding their personal privacy.

5. Media Consumption and Second-Screening

• Media Consumption:
  • Social Networks / Services are the most engaged with (33.1% of users are heavy users).
  • Cinema is the least consumed (3.7% of users are heavy users).
• Second-Screening:
  • Mobile is the most common device used for second-screening (45%).
  • Laptop (43%), Playing games (32%), and Chatting to / messaging friends (30%) follow closely.
  • Reading news (22%) and Searching for products (21%) are also common second-screen activities.
• Media Segmentation:
  • Non-Users: 12.6% for social media
  • Light Users: 18.7%
  • Medium Users: 19.0%
  • High Users: 16.7%
  • Heavy Users: 33.1%

6. Online Purchase Journey

• Online Purchase Drivers:
  • Social media is a key driver for online purchases.
  • Email and Search are also important.
• Brand Engagement:
  • Social media is the primary source of brand discovery.
  • Search engines and Online reviews are also significant.
• Brand Advocacy:
  • Users are more likely to promote brands if they are satisfied with the product or see value in it.
  • Trust and Quality are also important factors in brand advocacy.

7. Country Comparison

• USA vs. Global Internet Average:
  • Device Ownership: The U.S. has a similar profile to the global average.
  • Privacy and Ad-Blocking: U.S. users are more likely to use privacy tools and ad-blockers compared to the global average.
  • Media Consumption: U.S. users show a stronger engagement with social media compared to the global average.

Key Information

• Smartphones are the most important device for online access, with a high ownership rate (85%) and strong engagement.
• Ad-blocking is a growing trend, driven by user frustration with online ads and privacy concerns.
• Social media is central to both media consumption and brand engagement, with a significant percentage of users interacting with brands and content on these platforms.
• Second-screening is common, especially while watching TV, with mobile being the preferred device for this activity.
• Tablets are declining in usage, with users showing signs of fatigue.
• Privacy tools like private browsing, cookie deletion, and anti-tracking are widely adopted.
• Online shopping is influenced by a combination of factors, including brand discovery through social media, online reviews, and search.

Conclusion

The U.S. digital market is characterized by high smartphone usage, strong engagement with social media, and a growing preference for privacy and ad-blocking. While tablets are still popular, they are facing challenges, and wearable technology has yet to gain significant traction. The online purchase journey is increasingly influenced by digital platforms, with social media and search playing pivotal roles in brand discovery and advocacy.