INSIGHTS 2020 Device usage US UK Germany Denmark Sweden Norway Finland 2 AudienceProject Insights 2020 03 Editorial 07 Number of devices CONTENTS 23 Device penetration 41 Smart speakers 47 About the study AudienceProject Insights 2020 3 4 AudienceProject Insights 2020 Access to smart TVs and smart speakers increases While the computer penetration keeps decreasing, newer devices such as the smart TV and smart speaker continue their rise in popularity EDITORIAL In our new study, we see a surprising development tied to the gen- eral decline of the PC; the smartphone is shared just as much as the computer. There is a difference between the shared usage of the two devices when comparing families with and without children, though. Smartphones are used by multiple people almost as much in families without children as in families with children, while computers, by a big margin, are mostly shared in families with children. While the continuous decline of the computer was expected, the ques- tion of whether VR would take off was more up in the air. It still has not, and when or if that will ever happen with VR is still questionable. Other newer devices, however, are continuing their rise in popularity. Both smart TVs and smart speakers are doing well in most markets, with especially the smart TV penetration increasing. Rune Werliin Chief Product Officer @ AudienceProject AudienceProject Insights 2020 5 6 AudienceProject Insights 2020 NUMBER OF DEVICES The number of connected devices that people have access to increases in all countries. In the US, the average American now has access to more than 10 connected devices. Also, we see that people’s personal devices might not be that personal as both computers and mobiles are shared with other people. AudienceProject Insights 2020 7 The average American has access to more than 10 connected devices [ How many connected devices do Americans on average have access to in their households? ] 0.67 10.37 The average number of connected 0.42 0.08 devices that Americans have access 0.89 to in their households 0.91 1.58 2.27 2018 8.54 +1.83* 1.43 2020 10.37 2.12 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study 8 AudienceProject Insights 2020 The average Briton has access to more than 9 connected devices [ How many connected devices do Britons on average have access to in their households? ] 0.64 9.16 The average number of connected 0.31 0.04 devices that Britons have access to 0.73 in their households 0.71 1.35 2.32 2018 7.94 +1.22* 1.38 2020 9.16 1.68 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study AudienceProject Insights 2020 9 The average German has access to more than 7 connected devices [ How many connected devices do Germans on average have access to in their households? ] 0.29 7.13 The average number of connected 0.25 0.03 0.48 devices that Germans have access to in their households 0.37 1.09 2.03 2018 6.30 +0.83* 0.98 2020 7.13 1.61 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study 10 AudienceProject Insights 2020 The average Dane has access to nearly 8 connected devices [ How many connected devices do Danes on average have access to in their households? ] 0.17 7.73 0.17 0.04 The average number of connected 0.42 devices that Danes have access to in 0.63 their households 1.12 2.10 2018 6.83 +0.90* 1.11 1.97 2020 7.73 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study AudienceProject Insights 2020 11 The average Swede has access to 8.5 connected devices [ How many connected devices do Swedes on average have access to in their households? ] 0.30 8.51 The average number of connected 0.26 0.05 0.58 devices that Swedes have access to 0.68 in their households 1.07 2.28 2018 7.29 +1.22* 1.16 2.11 2020 8.51 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study 12 AudienceProject Insights 2020 The average Norwegian has access to nearly 9 connected devices [ How many connected devices do Norwegians on average have access to in their households? ] 0.10 8.82 0.41 0.04 The average number of connected 0.70 devices that Norwegians have access to in their households 0.72 1.31 2.25 2018 7.96 +0.86* 1.28 2020 8.82 1.99 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study AudienceProject Insights 2020 13 The average Finn has access to nearly 8 connected devices [ How many connected devices do Finns on average have access to in their households? ] 0.07 7.80 0.27 0.03 The average number of connected 0.57 devices that Finns have access to in 0.37 their households 1.06 2.30 2018 7.09 0.96 +0.71* 2.18 2020 7.80 Computer Tablet Mobile Smart TVConnected Video game Smartwatch Virtual reality Smart Total TV box console device speaker *Connected TV boxes was not included in the 2018 study 14 AudienceProject Insights 2020 AudienceProject Insights 2020 15 People living in households with more people have access to more devices [ How many connected devices do people living in different houshold sizes on average have access to in their households? ] 6.3 US 5.9 4.2 Household size of 1 4.9 UK 5.2 5.4 Germany 5.2 Denmark 9.5 8.0 Sweden 6.8 Household size of 2 6.8 Norway 7.7 8.0 7.4 Finland 10.6 9.7 8.4 Household size of 3 8.6 9.1 9.2 9.3 12.2 11.7 9.5 Household size of 4 10.7 10.8 13.0 10.5 13.4 13.2 9.7 Household size of 5 12.7 13.1 14.8 10.8 16 AudienceProject Insights 2020 People with higher household incomes have access to more devices [ How many connected devices do people with different houshold incomes on average have access to in their households? ] 7.8 US 7.4 5.5 <$29.999 6.5 UK 5.7 6.9 Germany 6.0 Denmark 9.5 8.7 Sweden 6.6 $30.000-59.999 5.9 Norway 6.8 6.8 6.6 Finland 10.8 10.1 8.1 $60.000-112.499 8.1 9.2 9.4 8.3 11.4 11.9 9.0 $112.500-149.999 8.9 10.9 10.5 9.6 12.9 11.4 9.5 >$150.000 10.1 10.9 12.5 11.6 AudienceProject Insights 2020 17 People with children in the household have access to more devices [ How many connected devices do people with and without children in the household on average have access to in their households? ] Households without children Households with children 9.1 US 12.2 8.0 UK 11.5 6.2 Germany 8.8 6.3 Denmark 10.2 6.8 Sweden 10.7 7.5 Norway 11.9 6.5 Finland 10.0 18 AudienceProject Insights 2020 AudienceProject Insights 2020 19 People are both sharing their computers and mobiles with others [ How many are people sharing their devices with on a weekly basis? ] US 1.6 UK 1.6 Germany 1.5 The average number of people using the Denmark 1.5 same computer Sweden 1.6 Norway 1.5 Finland 1.8 US 1.8 UK 1.5 Germany 1.7 The average number of people using the Denmark 1.4 same mobile Sweden 1.6 Norway 1.6 Finland 1.9 20 AudienceProject Insights 2020 People with children in the household are sharing their devices with more people [ How many are people living in households with and without children sharing their devices with on a weekly basis? ] Households without children Households with children 1.4 US US 2.1 1.5 UK UK 1.9 1.4 Germany Germany 2.0 1.4 Denmark Denmark 1.5 1.4 Sweden The average number Sweden 1.9 1.4 Norway of people using the Norway 1.5 1.5 Finland same computer Finland 2.5 1.4 Average Average 1.9 The average number 1.5 Average of people using the Average 1.7 same mobile AudienceProject Insights 2020 21 22 AudienceProject Insights 2020 DEVICE PENETRATION While the decline of the computer continues, the mobile penetration is now close to full saturation in most countries. At the same time, newer devices such as the smart TV and smartwatch continue their rise in popularity. In all countries, at least two thirds now have access to a smart TV, while more than one in ten have access to a smartwatch. AudienceProject Insights 2020 23 In most countries, one in ten don’t have access to a computer [ How many have access to a computer in their household? ] US UK Germany 87% 82% 89% Denmark Sweden Norway Finland 91% 88% 87% 93% 24 AudienceProject Insights 2020 2015 Computer penetration decreases in all countries 2016 2017 [ How many have access to a computer in their household? ] 2018 2020 N/A N/A US 89% 89% 87% N/A N/A UK 85% 84% 82% N/A N/A Germany N/A 91% 89% 98% 98% Denmark 95% 91% 91% 98% 97% Sweden 95% 92% 88% 97% 96% Norway 94% 93% 87% 97% 96% Finland 95% 94% 93% AudienceProject Insights 2020 25 In most countries, two thirds have access to a tablet [ How many have access to a tablet in their household? ] US UK Germany 72% 72% 62% Denmark Sweden Norway Finland 65% 67% 69% 61% 26 AudienceProject Insights 2020 2015 Tablet penetration is stable 2016 2017 [ How many have access to a tablet in their household? ] 2018 2020 N/A N/A US 65% 71% 72% N/A N/A UK 74% 76% 72% N/A N/A Germany N/A 61% 62% 69% 69% Denmark 70% 62% 65% 66% 71% Sweden 68% 68% 67% 72% 75% Norway 76% 72% 69% 59% 59% Finland 63% 64% 61% AudienceProject Insights 2020 27 Mobile penetration is close to full saturation in the UK and Nordics [ How many have access to a mobile in their household? ] US