Digital Landscape In Today’s Connected Household

Extract from June 8, 2016 - Event: comScore Webinar

There was a time when understanding consumer use of the Internet was relatively simple - all we needed to measure was engagement from computers. There were no tablets, no smartphones, no OTT; your thermostat wasn’t a connected device.

Today though, computers actually account for a minority share of Internet access. Consumers are using smartphones and tablets, wearables, gaming consoles, and OTT devices to access content when and where they want. The web is still a major hub of activity, but is now complemented by content accessible via apps, smart TVs and devices like Roku and Apple TV.

So what does the digital landscape look like in today’s connected household?

Highlights from June 8, 2016 - Event: comScore Webinar:

  • The average household has 10 active devices
  • 97% of households have a computer, 91% have a smart phone, 71% have a tablet, 39% have a streaming device, 16% have a smart TV
  • In total there are more phones in a household than computers now
  • 49% of households use a streaming device, either a streaming box, smart TV or connected Blu-ray player
  • 63% of households with a streaming subscription use a streaming device
  • Gaming households are less likely to have cable and more likely to have a streaming subscription
  • Streaming activity in households without children peaks at 8PM; in households with children, it peaks at 10PM, after the kids go to bed
  • Cable/Sat subscribers who also have a streaming subscription consume data like cord cutters/nevers
  • Streaming activity mirrors traditional Prime Time viewing
  • Roku leads amongst streaming boxes/sticks but Amazon Fire TV is an emerging player

Download this presentation from comScore for more information.

Source: comScore