“High-tech” consumers own an average of 12 devices
Over the past several months, at PYMNTS, we have been tracking the habits and technological preferences of several âconnected peopleâ forming the foundation of the connected economy that is now taking shape.
See also: 73 million American consumers already live in the connected economy
Sift through the data a bit, however, on over 3,100 responses, and there are nuances and even glaring differences related to the devices people own, who owns them – and indeed, what they do. with these devices that are in hand.
The groups boil down to consumers of basic technologies: consumers who own a computer and a smartphone, at 47% of the count; Traditional consumers: consumers who own an average of 6.8 devices (44% of respondents) and high-tech consumers (9% of total respondents): consumers who own an average of 12 devices.
Digging deeper, the demographics vary differently, depending on which “bucket” you are looking at. The graph on the right shows the bifurcations between the high tech, mainstream and basic tech segments.
We have found that the high tech segment is younger. Forty-seven percent of the high-tech group’s consumers are millennials, followed by bridge millennials (nearly 30%) and generation X (21%). Basic technology users, on the other hand, are more typically baby boomers and Generation X consumers.
The mainstream group is reasonably split between Baby Boomers, Generation X, and Generation Y, at around 30% each.
Among the three groups, a greater share of high-tech users earn higher incomes, with 57% earning more than $ 100,000 per year and nearly 33% earning between $ 50,000 and $ 100,000. It follows that the most connected consumers, those with more devices at their disposal, have more money to buy those devices and, of course, subscribe to data plans and streaming media. and all kinds of apps that get things buzzing.
When it comes to devices that help consumers engage in the connected economy, smartphones, laptops / desktops, TVs and tablets come out on top.
The overwhelming majority of consumers today own smartphones, with over 90% of Generation X consumers and over 80% of other generations of consumers owning one.
It is clear that even with the proliferation of devices multiplying, there is no simple vanity game involved – smartphones and tablets are increasingly used as tools to navigate immediate and vital daily tasks. .
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Consumers are now more than ever using these devices to engage in digital activities, especially when it comes to their banking needs. PYMNTS research shows that 70% of consumers have done a digital banking transaction at least once in the past month. Thirty-five percent of these consumers did so on a weekly basis, using both their desktops and mobile devices.
The use of smartphones and computers for banking transactions is even higher among high-tech consumers. PYMNTS data shows that 92% and 88% of users in this segment completed a transaction using a mobile app or website in November of last year, respectively.
This does not mean that consumers are no longer using physical branches. Forty-six percent of consumers have completed a transaction by physically visiting their bank branch or credit union at least once in the past month.
Media and meals too
Using streaming services and other online resources to access TV and movies has become the most common form of entertainment, with almost 80% of consumers using it at least once in the past. month.
Consumers’ use of digital tools for entertainment naturally extends to the way they order food, whether in restaurants or at the grocery store. Thirty-six percent of consumers ordered their groceries online for curbside pickup, while a quarter of them got their groceries through online subscriptions that deliver regularly.
When it came to ordering food from restaurants, 56% of consumers used a restaurant’s website or app to pick up or have their meals delivered in the past 30 days, at least one time.
For high-tech consumers, this number rises to 86%, while the share of basic technology consumers stands at 46%.
PYMNTS research shows that today’s connected consumers want to streamline the way they navigate their various daily activities. In fact, the majority of them want to consolidate their digital experiences into a single interface, with 67% of all consumers wanting to integrate at least two areas of their digital life into a single app, paving the way for the super app.
Read here: 67% of consumers want a great app to manage their digital businesses