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June 2015 Trends Tracker

Trends Tracker

Companies Covered:  AAPL, ADSK, AMBA, AMZN, ANGI, CHTR, CMCSA, COST, CTL, DDD, DISH, DTEGY, EBAY, FB, GOOG/GOOGL, GPRO, HKG:0992, HPQ, IHRT, KO, KR, KRX:005930/005935, LNKD, MSFT, NFLX, S, SBUX, SFM, SSYS, SWY, T, TGT, TMUS, TWTR, TWC, TWX, TYO:6758, VIA/VIAB, VZ, WFM, WMT, YELP, ZNGA


Click here to download the report (.pdf)

 

Summary of Findings

  • Cord cutting has gained momentum and will continue to increase during the next six months, leading to higher adoption of all OTT services.
  • Adoption of Apple Inc.’s (AAPL) iPhone has slipped. Google Inc.’s (GOOG/GOOGL) Android remains the most frequently used mobile operating system in the United States.
  • Big-box retailers such as Walmart Stores Inc. (WMT) and Costco Wholesale Corp. (COST) have picked up grocery shoppers by offering organic lines and are starting to take sales away from specialty grocery stores. Whole Foods Market Inc. (WFM) has plans for a low-cost line of stores to address competition.
  • Google now is the most trusted place for consumer reviews. Meanwhile, respondents’ trust in Yelp Inc. (YELP) has waned but has grown slightly in Angie’s List Inc. (ANGI).
  • Interest in drones is slowly picking up, which should benefit GoPro Inc. (GPRO) and chipmaker Ambarella Inc. (AMBA).

 

Introduction

Welcome to Blueshift Research’s and SurveyMonkey’s 12th edition of the Trends Tracker. This monthly research survey tracks the most pressing topics affecting U.S. consumers as well as business and investment theses. We monitor trends to see how respondents’ opinions evolve and frequently update survey questions with new issues that emerge from our research and observations.

The June Trends Tracker comprises 1,129 respondents who represent a general sample of the U.S. public. SurveyMonkey utilizes Census data to balance respondents by gender and age so that the sample aligns with the U.S. population.

 

Topics

1) Respondents are abandoning pay-TV at an increasing rate, boosting use of all OTT services.

We continue to see respondents abandoning pay-TV for their households, and this month we again noted a slight increase in those leaving such services each month. Our new question reveals that this new higher rate may be the norm moving forward; one in 10 respondents who have a pay-TV service are very or extremely likely to cancel their subscription in the next six months.

As the pay-TV market continues to shrink, respondents are trying all OTT forms, resulting in higher use of all of these services compared with six months ago. Use of DISH Networks Corp.’s (DISH) Sling TV is up compared with last quarter. This quarter-to-quarter increase has not been corroborated by parent company DISH, but the service is estimated to have grown to 250,000 users. Still, growth has been slow because of a lack of major cable networks and of DVR capabilities. Meanwhile, Time Warner Inc.’s (TWX) HBO Now, Sony Corp.’s (TYO:6758) PlayStation Vue and Nickelodeon’s Noggin (Viacom Inc./VIA/VIAB) are seeing rising usage compared with last month.

Netflix Inc. (NFLX) continues to push forward with new deals, such as one with Marriott that will bring its service to all of the chain’s hotel rooms by the end of 2016. Netflix also continues to release more original content for both kids and adults, and sometimes has released content early to create excitement for its service. Consumer Reports recently compared Netflix and Amazon.com Inc.’s (AMZN) Instant Video and deemed both services as at the top of the OTT market thanks to the breadth of their content and their similar costs. Our surveys have consistently shown both companies as leading the OTT services market.

 

Do you use pay-TV in your household?

  • 61.9% use a pay-TV service in their household, a 7.4 percentage-point decrease compared with six months ago.
  • 1.3% canceled their pay-TV subscription in the past month, a 0.4 percentage-point increase.
  • 11.5% canceled their pay-TV subscription more than a month ago, a 1.1 percentage-point increase.
  • All age groups except 18- to 29-year-olds showed an increase in canceling their pay-TV subscription more than a month ago.
  • The number of respondents who have never had pay-TV increased in all age groups compared with six months ago, led by 18- to 29-year-olds.
  • Older respondents remain the most likely to have pay-TV with add-on services. Eighteen- to 29-year-olds were the only age group to show an increase, albeit minimal, in having these services compared with the last six months.

 

How likely are you to cancel your pay-TV subscription in the next six months and opt for only streaming services?

  • 10.2% of respondents are very or extremely likely to cancel their pay-TV subscription in the next six months for only streaming services.
  • 60.3% are not at all likely to cancel their pay-TV subscription in the next six months for only streaming services.
  • 30- to 44-year-olds were the top age group to be very or extremely likely to cancel their pay-TV subscription in the next six months.

 

Which online streaming TV services do you use?

  • 74.8% use at least one streaming TV service, a 9.9 percentage-point increase compared with six months ago.
  • Use of all online streaming services increased compared with six months ago. Sling TV use rose 0.6 percentage points compared with the previous quarter, while HBO Now, PlayStation Vue, and Nickelodeon’s Noggin increased 2.7, 0.8, and 0.8 percentage points, respectively, compared with the previous month.
  • All age groups increased their use of Netflix, Hulu and HBO Go compared with six months ago.
  • 30- to 44-year-olds were the only age group to decrease their use of Amazon Instant Video compared with six months ago.
  • 45- to 60-year-olds were the only age group to decrease their use of Hulu Plus compared with six months ago.
  • HBO Now gathered more users from all age groups compared with last month.
  • Sling TV adoption rose among respondents older than 30 but declined among those ages 18 to 29 compared with the previous quarter.
  • Households making more than $150,000 were the only income level to use fewer online TV streaming services compared with six months ago.

 

2) iPhone adoption slips, Android remains the top OS in the United States.

In past months we have seen iPhone sales increase in the United States, but this month showed the first decline in iPhone adoption and in all respondent age groups. Samsung Electronics Co. Ltd. (KRX:005930/005935) phone adoption remained stable. Google’s Android OS accounts for 48.7% of smartphones owned by respondents, while 40.5% have phones with Apple’s iOS. Recent numbers from comScore show the Android OS taking up 52.2% of the market while iOS occupied 43.1%.

To ward off competition, Apple now stresses that the iPhone is more secure than other phones. Meanwhile, Microsoft Corp.’s (MSFT) Windows OS is trying to make a run for share, as discussed by International Data Corp., and the company is making it easier for developers to shift iOS and Android apps over to its store. This move should open up Windows as a potential threat to other players’ share in the smartphone market.

 

Who made the smartphone you currently own?

  • 35.4% of respondents have an iPhone, a 2.7 percentage-point decrease compared with six months ago.
  • 22.1% have a smartphone made by Samsung, the same as six months ago.
  • iPhone adoption decreased in all age groups.
  • Households making more than $150,000 were the only income level to increase their adoption of iPhones compared with six months ago.
  • Households making less than $99,999 increased their adoption of Samsung smartphones, while those making $100,000 or more decreased their adoption of Samsung smartphones.

 

What type of operating system does your phone run?

  • 48.7% of respondents have a smartphone running Google’s Android, mostly those ages 30 to 44 and/or in lower-income levels.
  • 40.5% have a smartphone running Apple’s iOS, mostly those ages 18 to 29 and/or with higher incomes.
  • 6.9% of respondents have a smartphone running Windows OS.

 

3) Big-box retailers are taking grocery shoppers away from specialty grocery stores. Whole Foods plans a low-cost line of stores to take on competition.

Local grocery chains like Kroger Co. (KR) and Safeway Inc. (SWY) still dominate respondents’ grocery store trips. However, respondents reported using such stores less often than six months ago, instead shopping for groceries at big-box retailers Walmart and Target Corp. (TGT). Walmart’s Wild Oats organic line may be the reason younger respondents have shifted from specialty grocery stores to big-box retailers during the last six months.

Use of specialty grocery stores like Whole Foods, Sprouts Farmers Market Inc. (SFM) and Trader Joe’s also slowed this month, particularly among respondents under the age of 60. After battling its “Whole Paycheck” reputation with its lower-cost 365 brand, Whole Foods now is creating a new line of stores under the 365 name to take on competition.

Fewer respondents were interested in using a grocery delivery services compared with last quarter. Grocery delivery services like Instacart and Blue Apron are expanding rapidly, but we found a very limited market. Competition will start to really heat up as Google, Amazon and Walmart as well as Uber test out services and expand into the space.

 

Where do you shop for the majority of your groceries?

  • 59.1% of respondents primarily use local grocery stores for their groceries, a 5.1 percentage-point drop compared with six months ago.
  • 22.9% of respondents use big-box stores for most of their groceries, a 4.4 percentage-point increase.
  • 12.2% of respondents use specialty grocery stores for most of their groceries, a 1.9 percentage-point drop.
  • 3.3% use farmers markets the most for the majority of their groceries, a 2 percentage-point increase.
  • Specialty stores are gaining respondents over the age of 60 and/or with household incomes between $50,000 and $99,999. All other age groups and income levels have decreased their use of these stores.
  • Local grocery stores are gaining traction among 18- to 29-year-olds, but are losing shoppers above the age of 30 and/or in all income levels except those making $100,000 to $149,999.
  • All age groups and income levels except those making $100,000 to $149,999 have increased their use of big-box stores.

 

How likely would you be to use a grocery delivery service if one was available in your area?

  • 52% of respondents were not at all likely to use a grocery delivery service, a 2.9 percentage-point increase compared with last quarter.
  • 2.5% have used a grocery delivery service, a 1.1 percentage-point decrease compared with the previous quarter.
  • 8.4% were very or extremely likely to use a grocery delivery service, a 0.9 percentage-point decrease compared with the previous quarter.
  • Respondents making less than $49,999 or more than $150,000 are increasingly unlikely to use a grocery delivery service compared with last quarter.
  • Respondents older than 45 are increasingly unlikely to use a grocery delivery service, while younger respondents are more likely.

 

4) Google is the top place for consumer reviews, while Yelp falters and Angie’s List gains support.

Roughly a third of our respondents do not trust online consumer reviews on merchants, a slight decrease compared with last quarter. Google now is the most trusted destination for consumer reviews. Yelp has fallen to second place and was the only review site in which consumers lost trust compared with last quarter, most likely because of rising competition in the space. Yelp is trying to retain users by trying to be as transparent as possible regarding fraudulent reviews. Meanwhile, we noted a rise in the number of respondents who trust Angie’s List, for which an analyst who was previously bearish is changing his tune. The constantly evolving Facebook Inc. (FB) now is rolling out free beacons to retailers nationwide to help draw in customers.

 

Which review site do you trust the most for consumer reviews on merchants?

  • 30.5% do not trust online consumer reviews, a 1.6 percentage-point drop compared with last quarter.
  • 22% primarily trust consumer reviews on Google, a 1.1 percentage-point increase compared with last quarter.
  • 20.3% trust consumer reviews on Yelp the most, a 2.5 percentage-point decrease compared with last quarter.
  • 9.2% trust consumer reviews on Angie’s List, a 1.6 percentage-point increase.
  • 7.5% trust consumer reviews on Facebook, a 2.2 percentage-point increase.
  • 30- to 44-year-olds were the only age group to increase their trust in Yelp reviews.
  • 30- to 44-year-olds were the only age group to decrease their trust in Angie’s List reviews, while 45- to 60-year-olds were the only age group to have less trust in Google and Facebook reviews.
  • 45- to 60-year-olds were the only age group to see an increase in the number of respondents who do not trust online consumer reviews.

 

5) Drone interest is picking up slowly, benefitting Ambarella and GoPro.

Adoption of drones has slightly increased compared with the previous quarter, thanks to greater use among respondents younger than 60 and/or those with household incomes above $25,000. This growth is helping profits for chipmaker Ambarella. GoPro also is upping its game in the space by introducing a quadcopter drone and a VR camera array. GoPro has the most mind share on the market and should benefit from further word-of-mouth. Overall market interest could receive a boost if drone racing catches on in Australia.

 

Do you own a drone?

  • 4.2% of respondents own or use a drone, a 1.2 percentage-point increase compared with the previous quarter.
  • Drone ownership and use have increased among respondents younger than 60, particularly those ages 30 to 44, compared with last quarter.
  • Respondents making less than $24,999 were the only income level to decrease their ownership and use of drones.

 

6) Usage slips for Facebook but increases for subsidiary Instagram. Purchases through social media ads rises on all platforms.

Facebook usage slipped again compared with six months ago, particularly among those 18 to 29 years old, but the company is picking up users in this age group through subsidiary Instagram.

As social media continues to be a staple in many respondents’ lives, buying products through social media ads is rising through all sites and with all age groups and/or households making less than $149,999. Facebook is at the helm of this growth, while purchases through Instagram saw the biggest jump. Facebook continues to innovate to keep its ad revenue, such as through its new “call now” button, which uses local ads to help businesses reach customers. Facebook also is ramping up ads on Instagram to allow ads in its photo feed. The future for mobile advertising looks bright; analysts predict this year could be the tipping point to surpass desktop ads as spending on video ads increases 70%. Companies like Facebook, Instagram and Twitter Inc. (TWTR) are pushing these video ads and will see the greatest growth moving forward.

 

Which social media platform do you use the most?

  • 55.6% of respondents use Facebook the most out of all social media platforms, a 1.7 percentage-point decrease compared with six months ago.
  • 4.6% use Facebook’s Instagram the most, a 1.7 percentage-point increase.
  • 17% do not use social media, a 1.9 percentage-point rise.
  • Instagram is gaining usage in all age groups. Twitter is gaining among those older than 45 but losing ground among those younger than 44. Facebook is losing users among those younger than 29 and older than 60 while gaining usage among those ages 45 to 60. Google+ and LinkedIn Corp. (LNKD) are losing users from all age groups, while Pinterest is losing usage among those younger than 44 but is gaining among those older than 60.

 

Have you bought any products through a social media ad?

  • 17.5% of respondents have bought a product through a social media ad, a 2.2 percentage-point increase compared with last quarter.
  • Of those, 10.8% have bought a product through an ad on Facebook, a 0.3 percentage-point increase.
  • 1.2% have bought a product through an ad on Instagram, a 0.8 percentage-point increase.
  • 2.5% have bought a product through an ad on Pinterest, a 0.3 percentage-point increase.
  • All age groups have increased their purchases through social media ads.
  • Households with incomes lower than $149,999, excluding those making $25,000 to $49,999, increased their purchases through social media ads, while those making more than $150,000 decreased their purchases compared with last quarter.

 

7) T-Mobile and Sprint see gains in wireless carrier space.

T-Mobile US Inc. (TMUS) and Sprint Corp. (S) have gained ground, while Verizon Communications Inc. (VZ) and AT&T Inc. (T) have lost footing compared with the last six months. T-Mobile experienced 40% of consumer add-ons during the recent quarter, the most out of all wireless carriers but not enough to overtake Sprint as the third biggest wireless carrier. Sprint added 1.2 million net subscribers in the recent quarter. We found growth for both companies but an even a stronger rate adoption for T-Mobile than what is being reported elsewhere. T-Mobile is wedged between potentially being bought by DISH Network or merging with Sprint. T-Mobile’s parent company Deutsche Telekom AG (DTEGY) supports the latter. Sprint is working to keep its coveted third position and has implemented a network modernization plan to be on par with or above AT&T and Verizon in two years.

 

Who is your current wireless carrier?

  • 33.9% of respondents have Verizon as their wireless carrier, a 2.1 percentage-point decrease compared with six months ago.
  • 28.6% have AT&T as their wireless carrier, a 0.9 percentage-point decrease compared with six months ago.
  • 11.3% have T-Mobile as their wireless carrier, a 3.6 percentage-point increase.
  • 9.3% have Sprint as their wireless carrier, a 2.2 percentage-point decrease.

 

8) Overall digital or mobile wallet usage falls, but regular users of the service have risen in number because of convenience, safety, and speedy checkouts.

Digital or mobile wallet usage is declining overall and in all age groups, but the number of those who use the service regularly is starting to increase because of security concerns, convenience, online purchases, discounts, and avoiding higher interest rates on credit cards.

VeriFone and Wakefield Research also reported minimal usage for mobile wallets, stating that these payments account only for 4% of the overall U.S. payments market for in-store retail transactions. Meanwhile, ITG Investment Research found that Apple Pay represented 1% of digital payment dollars while Google Wallet accounted for four times that, but analysts still see growing share for Apple Pay. Whole Foods customers are increasingly using the Apple Pay service.

New offerings continue to emerge. Android Pay is expected to be the next big player this summer and will cannibalize predecessor Google Wallet through agreements with AT&T, Verizon and T-Mobile as well as through more than 700,000 brick-and-mortar locations and 1,000 mobile apps. Samsung Pay may take a bite out of Android Pay as Samsung produces four out of 10 Android phones. Meanwhile, PayPal is getting ready to split from eBay Inc. (EBAY) this summer, but it also faces potential violations with the FCC because of robocalls.

 

Have you used a digital or mobile wallet in the last month?

  • 29.3% of respondents have used a digital or mobile wallet in the last month, a 6.6 percentage-point decrease compared with six months ago.
  • 11.5% have used a digital or mobile wallet more than once in the last month, a 4.1 percentage-point decrease.
  • 10.1% use a digital or mobile wallet on a regular basis, a 0.3 percentage-point increase.
  • A decrease in the use of digital or mobile wallets was reported in all age groups; 30- to 44-year-olds now are the most likely to adopt a digital or mobile wallet.

 

Why are you using a digital or mobile wallet? (Comments from survey respondents)

  • Don’t want to use a credit card that charges a higher interest rate
  • Safety
  • Convenience
  • Easy to make purchases
  • Online purchases
  • eBay/Amazon/Etsy purchases
  • Discounts
  • Don’t have to carry cards
  • Pay bills
  • Keep credit card number safe
  • Less time at cashier
  • Transfer money to a friend
  • Just trying it out

 

9) Interest in insect-based products grows slightly but hovers around one-third of respondents. The other two-thirds are awaiting recommendations, confirmation of nutritious value and taste.

Almost a third of our respondents are likely to purchase a product with an insect-based ingredient, a slight increase compared with six months ago. The number of respondents who were very or extremely likely to purchase such a product increased compared with six months ago, thanks to greater interest among those older than 30 and/or with incomes of $25,000 to $99,999 or above $150,000. Some respondents who said they were unlikely to purchase an insect-based product added that they could be enticed by proven health benefits, recommendations, samples, flavor and pricing, but the majority of the remaining two-thirds said they could not be persuaded.

Information on edible insects and related products has exploded since we start reporting on the sector in December, and we believe it is a matter of time until consumers are open to the idea of sampling and/or regularly consuming the products in light of the high nutrition levels and low carbs and saturated fat. Bitty Foods and Six Foods are two companies trying to remove the ick factor by using insect ingredients in such products as chocolate chip cookies and chips. Producers of cricket flour, such as Big Cricket Farms, are seeing steady growth from the currently valued $20 million edible insect market in the United States. Also, some restaurants are promoting the use of insects, such as a pop-up pestaurant in Boston that offers bug-infused favorites like clam chowder, fried rice and sliders.

 

How likely are you to buy a product with an insect-based ingredient?

  • 32.6% of respondents are likely to buy a product with an insect-based ingredient, a 1.2 percentage-point increase compared with six months ago.
  • Of those, 5.9% are very or extremely likely to buy a product with an insect-based ingredient, a 1.8 percentage-point increase.
  • Respondents older than 30 are more likely or very to extremely likely to purchase a product with an insect-based ingredient, while interest is stable to down slightly among those ages 18 to 29.
  • Lower-income households are the most likely to buy a product with an insect-based ingredient, but those making $25,000 to $99,999 or more than $150,000 reported an increased likelihood of buying an insect-based product.

 

What would entice you to purchase an insect-based product? (Comments from survey respondents)

  • Recommendation from a knowledgeable source in the health industry
  • Recommendation from a friend
  • Health benefits
  • Research showing its healthy and safe
  • End result is similar to other foods’ look and taste
  • Customer satisfaction reviews
  • All natural
  • Low prices
  • Cheaper than comparable product
  • If it helps with weight loss
  • Mass consumption
  • Free sample of product
  • Ability to be used in dishes that I already prepare
  • Chocolate
  • All natural and no chemicals used
  • More information
  • Nothing/can’t eat these products (vegetarian or vegan)

 

10) 3D printer interest and use remain stagnant.

One in 20 respondents has used a 3D printer in the last three months, a minimal increase compared with the previous quarter that is due to greater use among those older than 45 and/or with household incomes of $25,000 to $49,999 or above $100,000. Roughly the same number of respondents would be likely to buy a 3D printer for less than $400 in the next 12 months, but fewer respondents were very or extremely likely to do so.

MakerBot’s (Stratasys Ltd./SSYS) bottom line continues to be hurt by the slow traction of the 3D printing space, which itself has been hindered by high equipment prices and the slightly cheaper desktop milling machines.

We have seen a greater market for 3D printers below $400. Spain’s Lewihe plans to introduce a $77 printer, which may help 3D adoption. Ways to use 3D printing also are evolving. Microsoft, Hewlett-Packard Co. (HPQ) and Autodesk Inc. (ADSK) are already in the space, and Lenovo Group Ltd. (HKG:0992) plans to launch a chocolate 3D printer under the name Shenqi. 3D Systems Corp. (DDD) is taking a slightly different approach by teaming up with e-NABLE to launch 3D-printed prosthetic hands.

 

Have you used a 3D printer in the last three months?

  • 5.9% of respondents have used a 3D printer in the last three months, a 0.6 percentage-point increase compared with the previous quarter.
  • Respondents older than 45 have increased their use of 3D printers, while those younger than 44 are seeing less use compared with the previous quarter.

 

If you could get a 3D printer for your home for less than $400, how likely would you be to buy one in the next 12 months?

  • 41.8% of respondents would be likely to purchase a 3D printer for less than $400 for their home, roughly the same as in the previous quarter.
  • Of those, 9.1% are very or extremely likely to purchase a home 3D printer for less than $400, a 2 percentage-point decrease.
  • Fewer respondents in all income levels except $50,000 to $99,999 and in all age groups are very or extremely likely to purchase a 3D printer for their home for less than $400.

 

11) Comcast and Time Warner stumble as AT&T and Verizon grow as ISPs.

Cable giants Comcast and Time Warner Cable Inc. (TWC) both have seen decreased adoption as Internet service providers compared with the previous quarter, while Verizon and AT&T are seeing increased adoption. The number of respondents very and extremely satisfied with their Internet service increased overall, but Verizon was the only top-four Internet provider to see a lower satisfaction rate compared with previous quarter.

Blueshift observed a CenturyLink Inc. (CTL) representative going door to door in Portland, OR, directly targeting Comcast customers. The rep noted that he had already switched many customers on the neighborhood, revealing that Comcast’s low satisfaction rate was enough to push people to switch. Comcast’s service overhaul may start to ease its customers’ minds and increase their satisfaction with the company. AT&T is continuing to improve its network to help bring high-speed Internet to U.S. areas, including Cincinnati. Meanwhile, Charter Communications Inc. (CHTR) is trying to buy Time Warner Cable and Bright House Networks.

 

Who is your current Internet provider?

  • 19.9% use Comcast for their Internet service, a 2.5 percentage-point drop compared with last quarter.
  • 11.1% use Time Warner Cable for their Internet, a 2.1 percentage-point decrease.
  • 16.4% use AT&T for their Internet, a 2.1 percentage-point increase.
  • 11.0% use Verizon for their Internet, a 0.6 percentage-point increase.
  • 1.9% use Google Fiber for their Internet, a 0.2 percentage-point increase.

 

How satisfied are you with your Internet service?

  • 47.6% of respondents are very or extremely satisfied with their Internet service, a 1.8 percentage-point increase compared with last quarter.
  • Out of the top four Internet providers, Verizon was the only one to receive a lower satisfaction rate compared with last quarter.

 

12) Respondents continue to place more emphasis on buying environmentally friendly products.

Almost four in 10 respondents are very or extremely likely to purchase a product that is better for the environment rather than another, slightly cheaper product; this represents a slight increase compared with the previous quarter. Thirty- to 44-year-olds were the only age group to report a decrease in their likelihood of purchasing a product that was better for the environment over another, slightly cheaper product. Women remain more likely than men to purchase an environmentally friendly product.

Many companies are improving their environmental impact and making changes to meet this rising interest in paying slightly more for environmentally friendly products. The Coca Cola Co. (KO) recently announced a 100% plant-based bottle, the first of its kind.

 

How likely are you to buy a product that is better for the environment over another product that is slightly cheaper?

  • 39.2% of respondents are very or extremely likely to buy a product that is better for the environment over another, slightly cheaper product, a 1.1 percentage-point increase compared with last quarter.
  • Older respondents still are the most likely to buy a product better for the environment over a cheaper product, while those ages 30 to 44 were the only group to report a lower likelihood compared with last quarter.
  • All income levels reported an increased likelihood of buying a product that is better for the environment over a slightly cheaper one compared with last quarter.

 

13) Top apps: Uber, Yelp, Trivia Crack and Subway Surfers

Which apps/mobile games are you using now that you were not using a month ago? (Comments from survey respondents)

 

14) Top trends: transgender rights, GoPro, electric vehicles and charging stations, and streaming TV

What is the most interesting new trend you have seen in the last month? (Comments from survey respondents)

  • Ordering and paying for food on mobile devices (Starbucks Corp./SBUX)
  • Drones (GoPro)
  • Transgender rights (Caitlyn Jenner/#callmecaitlyn)
  • Supporting local businesses and food establishments
  • Streaming TV
  • Insects used as food in the United States
  • Electric vehicles and charging stations
  • Mobile pay
  • Vegetarian/vegan
  • Apple Watch
  • Hillary Clinton’s ratings dropping/Bernie Sanders gaining support
  • People getting rid of iPhones
  • Homeless population increasing
  • Short shorts
  • GoPro cameras
  • Fitbit

 


Report analysis by Mason Rudy.