Americans continue to adopt digital lifestyle
American consumers under 40 years old spend almost two hours a week more with new media than they do with traditional media, according to a new report from Forrester Research.
The State Of Consumers And Technology: Benchmark 2009 is a graphical analysis of Forrester’s North American Technographics Benchmark Survey of nearly 48,000 respondents.
The report found that over the next five years, nearly 39 million US households will get their first high-definition set and more than 30 million homes will add network connectivity. Forty-four percent of US households have a laptop, and the average American family owns two personal computers.
Last month, Leichtman Research Group revealed that net US broadband additions in the second quarter were the fewest of any quarter in the eight years it has been tracking the industry.
Four in five US households now have a mobile phone, said Forrester, while families with older children have nearly three mobile phones per household, the most of any age segment. Eight percent of consumers own a smartphone.
Magna recently forecast that US mobile advertising will grow by 36% this year, rising from $169 million in 2008 to $229 million during the course of 2009.
Charles Golvin, Forrester Research Principal Analyst, said: “US consumers are making an inexorable transition to an all-digital, internet-powered world.
“The internet pervades all aspects of Americans’ lives, from how we shop and buy, how we communicate, how we entertain ourselves, and how we seek out information to how we manage our personal relationships.
“While today these digital activities are constrained to the home and the office, in the next several years consumers will increasingly rely on a ubiquitous net that is instantaneously accessible on a wide variety of devices, from mobile phones to laptops to new form factors such as eReaders.”