Hold On For Just One Second!

Before you leave, how about subscribing to iGR Opinion, our regular industry newsletter?






Wireless & Mobile Landscape

U.S. Consumers and Connected Devices: Usage Patterns in 10 Market Segments

No longer do U.S. households rely on only the telephone, radio and network television to stay connected and informed. Today consumers use a wide variety of devices in their home to connect to the Internet for news, gaming, video entertainment, and social interaction.

For this market study iGR sought to define market segments based on U.S. consumers’ ownership and use of connected devices. First iGR analyzed responses from its survey of over 1,000 U.S. consumers, where respondents were asked if they used any of the following devices in their home: game console, E-reader, Internet-enabled TV, connected TV device, smartphone, desktop computer, laptop computer, and tablet.

From this analysis, iGR defined the following ten market segments based on age, income and number of individuals in the household: Comfortable Single, Budget Young Single, Budget Mature Single, Comfortable Young Couple, Budget Young Couple, Comfortable Empty Nester, Budget Empty Nester, Comfortable Family, Budget Family and Co-op.

This market study provides an overview of the use of connected devices in U.S. households – both in general and in the households of 10 distinct market segments. For each of the 10 market segments, the report provides the average number of connected devices used, the percent of households that use eight different types of devices (game consoles, E-readers, Internet-enabled TVs, connected TV devices, smartphones, desktop computers, laptop computers, and tablets), how many of the eight devices are used on average, and how those devices are typically connected to the Internet.


Key Questions Answered

  • What types of devices are used by U.S. households to connect to the Internet?
  • How does usage vary depending on age, income and number of persons in a household and what are the resulting market segments?
  • For each market segment, how many total devices are used on average?
  • What percentage of households in each market segment use a game console, e-reader, Internet-enabled TV, connected TV device, smartphone, desktop computer, laptop computer, or tablet?
  • How many game consoles, e-readers, Internet-enabled TVs, connected TV devices, smartphones, desktop computers, laptop computers, or tablets does each market segment use on average?
  • How do members of each market segment typically connect individual devices to the Internet – via WiFi, Ethernet, or mobile data?

Who Should Read

  • Mobile operators, particularly those serving the U.S. market
  • Device OEMs, including those offering WiFi devices
  • Cable MSOs
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
  • Methodology
  • Profiles of Household Segments
  • Overall Usage of Household Devices
  • Average Number of Devices Used by Each Household Segment
  • Profile of a Comfortable Single
  • Profile of a Budget Young Single
  • Profile of a Budget Mature Single
  • Profile of a Comfortable Young Couple
  • Profile of a Budget Young Couple
  • Profile of a Comfortable Empty Nester
  • Profile of a Budget Empty Nester
  • Profile of a Comfortable Family
  • Profile of a Budget Family
  • Profile of a Co-op
  • Survey Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Market Segments Defined
  • Table 2: Connected Devices Used in the Home
  • Table 3: Average Number of Each Connected Device Used in the Home
  • Table 4: Typical Device Connections
  • Table 5: Number of Devices by Market Segment
  • Table 6: Percent of Market - Comfortable Single
  • Table 7: Number of Devices per Household – Comfortable Single
  • Table 8: Connected Devices Used in Household - Comfortable Single
  • Table 9: Average Number of Each Connected Device – Comfortable Single
  • Table 10: Typical Device Connections – Comfortable Single
  • Table 11: Percent of Market - Budget Young Single
  • Table 12: Number of Devices per Household – Budget Young Single
  • Table 13: Connected Devices Used in Household - Budget Young Single
  • Table 14: Average Number of Each Connected Device – Budget Young Single
  • Table 15: Typical Device Connections – Budget Young Single
  • Table 16: Percent of Market - Budget Mature Single
  • Table 17: Number of Devices per Household – Budget Mature Single
  • Table 18: Connected Devices Used in Household - Budget Mature Single
  • Table 19: Average Number of Each Connected Device – Budget Mature Single
  • Table 20: Typical Device Connections – Budget Mature Single
  • Table 21: Percent of Market - Comfortable Young Couple
  • Table 22: Number of Devices per Household – Comfortable Young Couple
  • Table 23: Connected Devices Used in Household - Comfortable Young Couple
  • Table 24: Average Number of Each Device – Comfortable Young Couple
  • Table 25: Typical Device Connections – Comfortable Young Couple
  • Table 26: Percent of Market - Budget Young Couple
  • Table 27: Number of Devices per Household – Budget Young Couple
  • Table 28: Connected Devices Used in Household - Budget Young Couple
  • Table 29: Average Number of Each Device – Budget Young Couple
  • Table 30: Typical Device Connections – Budget Young Couple
  • Table 31: Percent of Market - Comfortable Empty Nester
  • Table 32: Number of Devices per Household – Comfortable Empty Nester
  • Table 33: Connected Devices Used in Household - Comfortable Empty Nester
  • Table 34: Average Number of Each Device – Comfortable Empty Nester
  • Table 35: Typical Device Connections – Comfortable Empty Nester
  • Table 36: Percent of Market - Budget Empty Nester
  • Table 37: Number of Devices per Household – Budget Empty Nester
  • Table 38: Connected Devices Used in Household - Budget Empty Nester
  • Table 39: Average Number of Each Device – Budget Empty Nester
  • Table 40: Typical Device Connections – Budget Empty Nester
  • Table 41: Percent of Market - Comfortable Family
  • Table 42: Number of Devices per Household – Comfortable Family
  • Table 43: Connected Devices Used in Household - Comfortable Family
  • Table 44: Average Number of Each Device – Comfortable Family
  • Table 45: Typical Device Connections – Comfortable Family
  • Table 46: Percent of Market - Budget Family
  • Table 47: Number of Devices per Household – Budget Family
  • Table 48: Connected Devices Used in Household - Budget Family
  • Table 49: Average Number of Each Device – Budget Family
  • Table 50: Typical Device Connections – Budget Family
  • Table 51: Percent of Market - Co-op
  • Table 52: Number of Devices per Household – Co-op
  • Table 53: Connected Devices Used in Household - Co-op
  • Table 54: Average Number of Each Device – Co-op
  • Table 55: Typical Device Connections – Co-op
  • Table 56: Age
  • Table 57: Gender
  • Table 58: Ethnic Background
  • Table 59: Annual Household Income
  • Table 60: Level of Education
  • Table 61: Age of Children in Household
  • Table 62: Marital Status

List of Charts and Figures

  • Figure A: Market Segments Defined
  • Figure B: Connected Devices Used in the Home
  • Figure C: Number of Devices by Market Segment
  • Figure D: Typical Device Connections
  • Figure 1: Market Segments Defined
  • Figure 2: Connected Devices Used in the Home
  • Figure 3: Average Number of Each Connected Device Used in the Home
  • Figure 4: Typical Device Connections
  • Figure 5: Number of Devices by Market Segment
  • Figure 6: Percent of Market - Comfortable Single
  • Figure 7: Number of Devices per Household – Comfortable Single
  • Figure 8: Connected Devices Used in Household - Comfortable Single
  • Figure 9: Average Number of Each Connected Device – Comfortable Single
  • Figure 10: Typical Device Connections – Comfortable Single
  • Figure 11: Percent of Market - Budget Young Single
  • Figure 12: Number of Devices per Household – Budget Young Single
  • Figure 13: Connected Devices Used in Household - Budget Young Single
  • Figure 14: Average Number of Each Connected Device – Budget Young Single
  • Figure 15: Typical Device Connections – Budget Young Single
  • Figure 16: Percent of Market - Budget Mature Single
  • Figure 17: Number of Devices per Household – Budget Mature Single
  • Figure 18: Connected Devices Used in Household - Budget Mature Single
  • Figure 19: Average Number of Each Connected Device – Budget Mature Single
  • Figure 20: Typical Device Connections – Budget Mature Single
  • Figure 21: Percent of Market - Comfortable Young Couple
  • Figure 22: Number of Devices per Household – Comfortable Young Couple
  • Figure 23: Connected Devices Used in Household - Comfortable Young Couple
  • Figure 24: Average Number of Each Device – Comfortable Young Couple
  • Figure 25: Typical Device Connections – Comfortable Young Couple
  • Figure 26: Percent of Market - Budget Young Couple
  • Figure 27: Number of Devices per Household – Budget Young Couple
  • Figure 28: Connected Devices Used in Household - Budget Young Couple
  • Figure 29: Average Number of Each Device – Budget Young Couple
  • Figure 30: Typical Device Connections – Budget Young Couple
  • Figure 31: Percent of Market - Comfortable Empty Nester
  • Figure 32: Number of Devices per Household – Comfortable Empty Nester
  • Figure 33: Connected Devices Used in Household - Comfortable Empty Nester
  • Figure 34: Average Number of Each Device – Comfortable Empty Nester
  • Figure 35: Typical Device Connections – Comfortable Empty Nester
  • Figure 36: Percent of Market - Budget Empty Nester
  • Figure 37: Number of Devices per Household – Budget Empty Nester
  • Figure 38: Connected Devices Used in Household - Budget Empty Nester
  • Figure 39: Average Number of Each Device – Budget Empty Nester
  • Figure 40: Typical Device Connections – Budget Empty Nester
  • Figure 41: Percent of Market - Comfortable Family
  • Figure 42: Number of Devices per Household – Comfortable Family
  • Figure 43: Connected Devices Used in Household - Comfortable Family
  • Figure 44: Average Number of Each Device – Comfortable Family
  • Figure 45: Typical Device Connections – Comfortable Family
  • Figure 46: Percent of Market - Budget Family
  • Figure 47: Number of Devices per Household – Budget Family
  • Figure 48: Connected Devices Used in Household - Budget Family
  • Figure 49: Average Number of Each Device – Budget Family
  • Figure 50: Typical Device Connections – Budget Family
  • Figure 51: Percent of Market - Co-op
  • Figure 52: Number of Devices per Household – Co-op
  • Figure 53: Connected Devices Used in Household - Co-op
  • Figure 54: Average Number of Each Device – Co-op
  • Figure 55: Typical Device Connections – Co-op
  • Figure 56: Age
  • Figure 57: Gender
  • Figure 58: Ethnic Background
  • Figure 59: Annual Household Income
  • Figure 60: Level of Education
  • Figure 61: Age of Children in Household
  • Figure 62: Marital Status

For additional information on the U.S. Consumers and Connected Devices: Usage Patterns in 10 Market Segments market research report, please contact Iain Gillott, at (512) 263-5682 or by email.