Consumer Analytics

Thursday, April 11, 2019

OTT Service growth is primarily driven by service stacking

While overall subscription growth of OTT services was relatively modest between 2017 and 2018, households subscribed to multiple services at higher rates. The segment of households subscribing to three or more services rose 29% between 2017 and 2018, and it increased by 267% since 2014.

This signals that more households are finding value in subscribing to multiple OTT services, even as overall adoption of OTT shows slowing growth. While there is undoubtedly a ceiling to how many services ...read more

Friday, March 01, 2019

Electricity providers see low participation for energy programs

According to Parks Associates research, more than half (54%) of U.S. broadband households do not know if their electricity provider offers energy programs, such as rebates for energy products or time-of-use rate plans. Further, 19% report that their electricity provider offers energy programs but that they do not participate.

The large segment of consumers that is unaware of energy programs is an opportunity for utility providers, as low awareness and participation has largely been ...read more

Friday, February 01, 2019

Pay-TV decline shows signs of plateauing

The percentage of broadband households with a pay-TV service continues to decline, from 87% in 2011 to 80% in 2018. Those declines have largely been due to increasing consumer choice from OTT services, as 70% of U.S. broadband households now subscribe to at least one OTT service. However, MVPDs may rejoice that pay-TV decline is showing early signs of plateauing.

Households without pay-TV service subscriptions increased from 13% in Q3 2012 to 23% in Q3 2017. That number dipped to 20% in ...read more

Monday, January 14, 2019

Voice aiming to be dominant control method for smart home devices

At the end of 2018, 24% of U.S. broadband households owned at least one of the 14 products that have thus far constituted the smart home market. This figure has grown from 9% at year-end 2014. These devices and their accompanying ecosystems require seamless interoperability to provide a robust user experience. A home is only as intelligent as its orchestrator – the home hub or centralized unit of control.

Voice interfaces, represented by smart speakers in particular, are ascending, ...read more

Thursday, December 06, 2018

Smartphone-based systems hurting overall VR product market

Smartphone-based systems continue to dominate the overall VR market and account for the majority of systems. These low-end systems are reported as an underwhelming experience and may be a barrier to adoption of higher-quality systems, such as PlayStation VR or Oculus Rift.

Smartphone-based systems have achieved greater adoption due to their low cost, despite a lower quality experience compared to other VR alternatives. The reporting of underwhelming experiences with these systems risks ...read more

Thursday, November 01, 2018

U.K. smart home adoption lagging compared to the U.S.

Adoption of smart home products in the U.K. is lagging compared to the United States, as just 16% of U.K. broadband households own at least one smart home device, compared to 26% in the United States. A combination of factors, including lower familiarity of these products, lesser perceived value, and lower NPS scores, are impeding broader adoption.

Despite a significantly lower adoption rate in the U.K., the average number owned of each device shows little difference between the two ...read more

Wednesday, October 03, 2018

Wearables Driving Growth for Connected Health Market

New Parks Associates research shows that 46% of U.S. broadband households own at least one connected health device, up from 41% at the same time last year. This growth has largely been attributed to the increasing market for wearables, as 14% of consumers in broadband households now own a fitness tracker and 12% own a smart watch with the ability to track fitness activities and heart rate.

Growth in wearables adoption is likely to increase with the recent release of the Apple Watch ...read more

Tuesday, September 04, 2018

Smart watches are poised for a breakout

Smart watch technology and user experience has been improving year-over-year, bringing these products on the cusp of a major breakout.

Apple’s promotion of its Apple Watch, which owns 50% of the U.S. smart watch market, has already increased consumer familiarity with these products and adoption will continue to grow with the tech giant’s upcoming announcement of the Apple Watch Series 4.

Top brands in this space have already built consumer loyalty by their product quality, strong ...read more

Monday, August 13, 2018

Over 200 OTT services now available in U.S. market alone

Parks Associates estimates more than 265 million households worldwide will have more than 400 million OTT video service subscriptions by 2022. Players in the U.S. are battling for a piece of that pie, as new services enter the market each month.

More than 200 services are now available in the U.S. OTT video market alone. While Netflix, Amazon Prime Video, and Hulu remain the industry leaders, a second tier of services has emerged, led by recognized TV brands such as HBO Now, DIRECTV NOW, ...read more

Thursday, July 05, 2018

One-fourth of consumers are very concerned about a lack of quality sleep

Consumer concerns about their health have increased year-over-year. One in four report being very concerned about a lack of quality sleep, compared with just 16% in 2016.

A consistent lack of quality sleep can contribute to a host of medical conditions, such as depression, obesity, dementia, and other chronic illnesses. Yet, Americans’ sleep quality and quantity continue to decline. Sleep tracking features of smart watches and fitness trackers—the most commonly adopted sleep tech ...read more

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