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Asia-Pacific (32)
Europe (44)
Latin America (15)
Middle East & Africa (8)
North America (64)
Worldwide (27)

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Industry

Demographics

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    Report
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    MAY 12, 2020

    In India, the young and the affluent are rapidly adopting smartphones and enthusiastically increasing internet and digital video time, but time spent with traditional TV is still growing.

    Report
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    APR 15, 2020

    A Q3 2019 survey of US internet users by IRI found private-label purchasing common in all income brackets, with penetration ranging from 50% of respondents in the $100,000-plus bracket to 68% of those with incomes under $35,000. “Virtually everyone is buying them, and growth is outpacing manufacturer brands across generations and income groups,” the report said. The obvious appeal is price.

    Report
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    OCT 15, 2019

    Like smartphones, tablets were more common in higher-income households. Some 87.8% of internet users owned a desktop or laptop PC in H1 2019—one of the highest figures recorded in Western Europe. Yet affluent respondents were less likely to own a PC than those living in lower-income households. In H1 2018, all traditional media enjoyed solid penetration in all age groups in Switzerland.

    Report
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    OCT 15, 2019

    Curiously, middle-income respondents were less likely to have used such voice options than internet users at either end of the income spectrum. (Note: More than one-third [37.6%] of the H1 2019 GlobalWebIndex sample in Belgium were city residents, while 34.4% lived in rural areas. The suburban segment was slightly smaller than in H1 2018, at 28.0%. The 2019 sample also skewed female, with 54.1%.).

    Report
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    FEB 25, 2020

    In the short run, having a healthy income does not necessarily mean having much wealth. The New America report found this especially true for non-white millennials, who are more apt to have started out in households with below-average income and assets.

    Report
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    OCT 15, 2019

    Engagement was relatively similar in most age groups, though individuals at the lower end of the income scale were significantly more likely to use social networks than those at the upper end. Some 85.0% of internet users surveyed in H1 2019 had watched traditional TV in the prior month, and those broadcasts occupied an average 1:58 per day.

    Report
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    OCT 15, 2019

    Internet users ages 35 to 44, and those in higher-income households, posted substantially higher figures. Beyond those demographics, though, penetration remained modest. Ownership of smart-home products has also reached double digits (11.2%).

    Report
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    OCT 15, 2019

    Digital video and SVOD were consumed much more in urban and affluent homes than in rural areas of the Netherlands or households at the lower end of the income scale. Digital audio was also more widespread among city dwellers but varied relatively little across income categories.

    Report
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    OCT 15, 2019

    As with video, engagement with digital audio correlated broadly with age but was relatively constant across location and income levels. Social networking is a given for Mexico’s internet users, judging by the data. About 90% of respondents had used social media recently, and this varied little across demographic groups.

    Report
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    OCT 15, 2019

    Most are in the hands of younger web users and those at the lower end of the income scale. In H1 2018, about 8% of internet users owned a smartwatch. A year later, that share had risen only marginally to 10.2%. Smart wristbands were even less popular, at just 5.3%.

    Report
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    OCT 15, 2019

    In Japan, income is a key indicator of adoption of newer technologies, but uptake is slow. Smart TV ownership is markedly low, considering that Japan is an advanced, highly industrialized country. Only 9.1% of internet users owned a smart TV in H1 2019, according to GlobalWebIndex. Similarly, only 3.9% owned a smart-home product, such as a web-enabled home security device or energy monitoring system.

    Report
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    OCT 15, 2019

    Internet users across all age groups and income levels owned PCs, though the highest level of ownership, by a small margin, was among those ages 55 to 64 (92.0%). More than half (54.0%) of respondents ages 16 to 64 polled this year also owned a tablet, a higher proportion than in 2018.

    Report
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    OCT 15, 2019

    In H1 2019, smart TV ownership—at an estimated 31.5% of internet users—correlated directly with income; penetration ranged from 25.3% among respondents in the least affluent households to 45.0% among those in the top 25% of homes. Also, ownership was appreciably higher in suburban homes than in urban or rural ones.

    Report
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    OCT 15, 2019

    Smart TV penetration was higher among those in affluent homes and lower in households at the bottom end of the income scale. Ownership was relatively similar across genders, age groups and geographic locations.

    Report
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    OCT 15, 2019

    High income was the single factor most likely to indicate a smart TV owner. A large majority of internet users in Thailand access TV and other video content via digital devices and platforms. Some 78.0% had used a TV channel’s catch-up or on-demand services to watch programs in the month prior to polling. Moreover, nearly 57% had used a subscription video-on-demand (SVOD) service such as Netflix.

    Report
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    OCT 15, 2019

    (Note: The population sampled in Ireland was quite balanced in 2019, with internet users drawn in representative numbers from urban, suburban and rural communities and all age groups and income levels. Female respondents did outnumber males, however, by 56.7% to 43.3%.).

    Report
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    OCT 15, 2019

    Nonlinear viewing habits and smart TV ownership are on the rise, even in low-income households. In H1 2019, internet users ages 16 to 64 polled in Argentina spent an average of 1 hour, 2 minutes (1:02) each day with online TV and video streaming—10 minutes more than in H1 2018, according to GlobalWebIndex. Subscription video-on-demand (SVOD) services are more popular than ever.

    Report
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    OCT 15, 2019

    Most traditional media audiences are largely concentrated among older individuals and those living in rural areas—but there is also a correlation with higher income. In Q1 2019, nearly eight in 10 internet users ages 16 to 64 had listened to broadcast radio in the month prior to polling, according to GlobalWebIndex/Publicis Media. The highest usage (91.5%) was found in the 35-to-44 age bracket.

    Report
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    OCT 15, 2019

    Among internet users ages 16 to 24, over 90% were video streamers, as were more than 85% of respondents at the upper end of the income scale. By contrast, use of subscription video-on-demand (SVOD) services like Netflix was relatively low, at 52.3%. Penetration rates were far higher among internet users ages 16 to 24 and 25 to 34, at 74.6% and 64.0%, respectively.