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    Article
     | 
    OCT 15, 2020

    Apparel manufacturing company Dickies recently launched a digital-first content campaign to build on its ongoing diversity efforts. Amid the pandemic, it had to be shot by the very creators highlighted in it, using their own devices.

    Report
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    OCT 15, 2020

    Ownership remained much greater in the most affluent homes as well. There was little change in most patterns of device ownership and media consumption among Hong Kong’s internet users. For some years, Hong Kong has registered some of world’s highest rates of digital device ownership and usage, so it’s not surprising to see penetration approaching a plateau in some cases.

    Report
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    OCT 15, 2020

    Ownership of these devices dropped from 16.4% and 18.5%, respectively, in H1 2019 to 14.1% and 15.3%, respectively, in H1 2020. Penetration of game consoles also shrank from 13.7% to 10.4%. Even the most affluent individuals were increasingly doing without these three devices. The same trend was evident with respect to smart home devices like smart appliances or remotely controlled security systems.

    Report
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    OCT 15, 2020

    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. These included games consoles (cited by 38.8%) and TV streaming sticks (34.9%).

    Report
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    OCT 15, 2020

    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.

    Report
     | 
    OCT 15, 2020

    As in other developed economies, several of the most dramatic changes in device ownership and media habits have already taken place in Sweden. Diverse digital behaviors now coexist with consumption of traditional formats, such as broadcast TV, radio, and print. In H1 2020, 77.9% of internet users ages 16 to 64 had watched live TV in the prior month, according to GlobalWebIndex.

    Report
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    OCT 15, 2020

    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. Patterns of ownership for smartwatches were broadly similar. Overall, 15.2% of respondents owned one in H1 2020. Takeup of smart wristbands was lower at 8.9%.

    Report
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    OCT 15, 2020

    Ownership of most digital devices grew in H1 2019. For H1 2020, that pattern is reversing in some cases. Smartphone ownership was effectively universal in Taiwan this year, as 98.2% of internet users ages 16 to 64 owned an advanced handset according to GlobalWebIndex.

    Report
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    OCT 15, 2020

    Ownership of PCs and/or tablets continues to fall in many countries. Smartphones are already the primary—and sometimes only—digital device that many internet users worldwide owned. As advanced handsets continue to consolidate that position, larger-screen devices may appear destined for a secondary role.

    Report
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    OCT 15, 2020

    Ownership of advanced digital devices barely increased during the year. Penetration of smartwatches and smart wristbands rose by a few percentage points year over year, to 14.3% and 12.7%, respectively. As in 2019, both devices were more likely to be found on the arms of New Zealand’s affluent consumers and those ages 25 to 44. Females also overindexed for ownership of smart wristbands.

    Report
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    OCT 15, 2020

    Tablet ownership climbed by several percentage points to 37.2%. Internet users in high-income households and those ages 16 to 24 were more likely to own either device. Respondents spent an average 2 hours, 57 minutes (2:57) each day using PCs and tablets and 2:46 on their mobile phones. Subscription video penetration is approaching the halfway mark.

    Report
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    OCT 15, 2020

    Few internet users own advanced digital devices, though affordability is likely an issue for many. Smart TV ownership rose by nearly 5 percentage points to an estimated 36.4% of internet users in H1 2020 but still correlated directly with income. Penetration ranged from 29.0% among respondents in low-income households to 46.3% among affluents. Smartwatch adoption seems to have reached a standstill.

    Report
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    OCT 15, 2020

    Smart TVs and other digital devices are gaining fans. Smart TV ownership climbed several percentage points between H1 2019 and H1 2020 to 43.6%. There’s little sign that smart TVs are a priority purchase for internet users in Canada who don’t already have one. That said, 51.2% of respondents in high-income households did say they owned a smart TV.

    Report
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    OCT 15, 2020

    However, ownership of both devices remained higher among older and more affluent internet users, and those living in cities—key targets for many advertisers. While PCs and tablets seem to be losing favor, smart TVs too may be nearing their peak. Some 24.7% of respondents owned a smart TV in H1 2020.

    Report
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    OCT 15, 2020

    Newer technologies and devices have seen lackluster uptake. Ownership of smart TVs is solid but unexceptional in Belgium, at 40.9%, and registered no apparent growth between H1 2019 and H1 2020. However, penetration was over 45% among internet users living in middle- or high-income households. Adoption of other advanced digital devices and services has not changed much since last year.

    Report
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    OCT 15, 2020

    Even smartphone ownership was somewhat more widespread in H1 2020 than the year prior, at 95.9%. By contrast, some devices are gradually losing appeal. Tablet ownership fell to 50.2% in H1 2020, and some 79.8% of internet users polled this year owned a desktop/laptop, a notable decline from 83.4% in H1 2019.

    Report
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    OCT 15, 2020

    As in Brazil, near-universal smartphone ownership in the sample population helped to account for a massive amount of daily time spent on mobile phones—5:01 on average, up nearly a half hour YoY. As of H1 2020, 75.1% of internet users owned a desktop or laptop, while 36.0% owned a tablet. Ownership of both devices fell more than 3 percentage points from the year prior.