Just 9.5% owned a smart home product, such as a system enabling users to manage their home energy consumption or security via a mobile app. Smartphones and smart home devices were more common among 25- to 44-year-olds and those in affluent households. Internet users spent much more time with traditional TV and radio than their digital counterparts.

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Smart home devices—such as systems that enable people to keep track of household electricity consumption or activate appliances remotely—haven’t yet benefitted from similar momentum. As of H1 2020, barely one in 10 of those polled owned one. Penetration was slightly greater among internet users ages 16 to 34 and those living in high-income homes.

And just 2.9% said they owned a smart home device, such as a home energy consumption monitor that could be managed via a mobile app. That share too was unchanged since 2019. Time spent may be a more revealing measure of current media habits. In H1 2020, internet users in Russia clocked up an average 3 hours, 18 minutes (3:18) per day with their mobile phones.

Smart home products like remote-controlled energy monitors and video-enabled home security systems recorded a more dramatic increase, with ownership rising from 12.6% to 18.3% YoY. In many other countries, GlobalWebIndex recorded penetration closer to 10%. It’s also no surprise that usage was highest (24.1%) in the most affluent homes.

The social commerce opportunity: The new tools also put a heavy focus on creator partnerships and shopping options, bringing features to the US that have contributed to a social commerce boom in ByteDance’s home country, China. The new “TikTok Creator Marketplace” is a portal that will allow brands to more easily identify potential influencer partners, for example.

Smart home products—including household energy monitors and remote home security systems—are following a similar trajectory, with ownership rising from 11.6% last year to 15.0% in H1 2020. In high-income households, nearly 20% of internet users owned a smart home product. After a major increase between 2018 and 2019, the share of smart TV owners hardly rose this year (46.4%).

Smart home devices have met even stronger headwinds and are clearly not a priority for many internet users in Romania. As of H1 2020, just 7.9% of survey respondents owned such a device. Ownership still correlated directly with affluence, but even in high-income households, fewer than 10% owned a smart home item.

In March 2020, when college and professional sports were abruptly canceled at the start of the pandemic, Buffalo Wild Wings and its agency The Martin Agency compiled snippets of consumer-generated Instagram posts into a video that demonstrated the unusual ways consumers were playing sports at home.

By comparison, digital advertising did well, buoyed by consumers who were locked down at home and spending more time online. In France, digital ad spending will climb by 21.0% YoY in 2021—triple the 7.0% gain in 2020. Before the pandemic, total ad spending in France looked set to rise by 4.0% in 2020; instead, it plunged by 8.4% YoY.

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The UK Is Home to One-Sixth of Western Europe’s Social Network Users. In 2020, 40.3 million UK residents will visit social platforms monthly. Social network penetration in the UK will approach 71% of internet users—and remain above the Western Europe average (68.9%).

More than 10% of respondents owned a smart wristband, and nearly 20% owned a smart home product, such as an energy consumption monitor. Affluent internet users and those ages 16 to 34 were most likely to own a smartwatch; affluents and suburbanites were most likely to have a smart home device. Several other digital devices seemed neither more nor less popular than in H1 2019.

In H1 2020, the share of internet users in Turkey owning a smart home product—such as a remote-controlled security system—was essentially unchanged since H1 2019 at 16.1%. Females were more likely than males to own such devices, but that gap had narrowed YoY to 18.9% and 13.6%, respectively. Among the most well-to-do internet users, one in five owned a smart home device this year.

The same trend was evident with respect to smart home devices like smart appliances or remotely controlled security systems. In H1 2019, 15.7% of internet users polled owned at least one smart home product; as of H1 2020, that share was 13.5%. However, ownership remained several percentage points greater among affluents and 25- to 34-year-olds.

As the center of the home for many families, these large, nonmobile screens are now a booming channel for digital ad spending. We anticipate that CTV ad spending will increase by 48.6% this year to reach $13.41 billion. Spending on CTV will continue to grow faster than on mobile (and overall nonmobile) for at least the next several years. Suddenly, nonmobile ad spending is relevant again.

Penetration of smart home products—such as household energy monitors or remotely controlled security systems—had also fallen, from 9.3% to 7.6%, though ownership did reach 10.0% among internet users in affluent homes. Smart wristbands did post a modest gain to 15.9% of internet users. But smartwatches joined the list of devices recording lower ownership in H1 2020, at 9.9%.

To date, smart home devices, such as household energy monitors or security systems linked to mobile apps, aren’t a priority purchase either—though increased remote working may change that dynamic if the pandemic continues. In many countries, penetration of smart home devices remained well below 10% this year.