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May 2015 Trends Tracker

Trends Tracker

Companies Covered: AAPL, ATVI, BABA, CBS, CMCSA, COH, CTL, DISH, EA, FB, GOOG/GOOGL, IBM, IHRT, INTC, KATE, KORS, KRX:005930/005935, LNKD, LVMUY, MSFT, NFLX, P, PHG, SCTY, T, TSLA, TTWO, TWTR, TWC, TWX, TYO:2432, TYO:6752, TYO:6758, TYO:7974, TYO:9766, VZ


Click here to download the report (.pdf)

 

Summary of Findings

  • Residential solar panel adoption among respondents has almost doubled since six months ago, but remains low at only 3.6% of respondents and the overall likelihood of future adoption is flat as the remaining respondents wait for startup costs to decrease and the panel aesthetics and the overall ROI to improve.
  • Respondents’ wearable technology adoption also has more than doubled compared with six months ago, buoyed by Apple Inc.’s (AAPL) Apple Watch, for which supply chain issues reportedly have been addressed. Fitbit Inc. is getting ready for its IPO after seeing success in the wearable tech space.
  • Spotify continues to add both free and paid subscribers. However, respondents’ Pandora Media Inc. (P) usage has declined as younger listeners prefer having access to an entire album or to a select song over a radio-style service.
  • Marijuana legalization continues to gain support among respondents even though less than 10% currently use the substance.
  • Console gaming has risen among respondents compared with six months ago, thanks to interest generated by Sony Corp.’s (TYO:6758) PlayStation 4 and Microsoft Corp.’s (MSFT) Xbox One as well as Nintendo Co. Ltd.’s (TYO:7974) upcoming NX platform launch.

 

Introduction

Welcome to Blueshift Research’s and SurveyMonkey’s 11th 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 May Trends Tracker comprises 1,100 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) Residential solar adoption has almost doubled among respondents, but overall future likelihood of adopting the power source is flat as consumers wait for costs to drop.

Respondents’ adoption of solar panels has almost doubled compared with six months ago, but remains low with only 3.6% of our respondents adopting the new power source. The power source is in approximately 3.6% of respondents’ homes. Still, overall interest in adopting solar has not changed over that time. Of the 30% of respondents who are likely to adopt solar power in the next six months, those under the age of 44 reported a greater likelihood than their older counterparts. Currently, 6.1% of respondents are very or extremely likely to adopt solar in the next six months, similar to the findings in a study by SolarCity Corp. (SCTY) and research firm Clean Edge. Respondents’ interest in residential solar continues to be stemmed by concerns of upfront costs, panel efficiency and aesthetics, ROI, heavily wooded neighborhoods, low utility costs, and house or apartment renting. These concerns also lined up with SolarCity’s and Clean Edge’s findings.

Ubiquitous Energy, a MIT startup, is planning to bring to market a clear solar panel that can be made into windows. Also, Tesla Motors Inc.’s (TSLA) Powerwall batteries provide a way to store energy produced and could boost respondents’ confidence in their power source’s reliability. Solar is expected to become the world’s No. 1 power source by 2050.

 

How likely are you to adopt solar power in your home during the next six months?

  • 3.6% already have solar powered homes, a 1.6 percentage-point increase compared with six months ago.
  • Respondents older than 60 were the most likely to already have solar panels installed in their houses.
  • Approximately 30% already have adopted or are likely to adopt solar power in the next six months, a 0.5 percentage-point rise compared with six months ago.
  • Respondents under the age of 44 have increased their likelihood of getting solar power compared with six months ago, but those 45 and older reported a lower likelihood of adoption.
  • Respondents with household incomes below $24,999 were the most likely to adopt solar power in the next six months, a switch from six months ago when those making $150,000 or more were the most likely.

 

Why have you not adopted solar power in your home? (Comments from survey respondents)

  • Overall costs and upfront costs are too high
  • Current costs, but looking forward to the Tesla’s home battery
  • I rent an apartment or house
  • Reliability
  • Not available in the area
  • Appearance, aesthetics; they are ugly
  • No advantage of switching, and switching is a hassle
  • Too much shade, not enough sun, too many trees
  • Efficiency of panels
  • ROI is not high enough
  • I have a bad roof
  • Selling house or moving
  • Already use wind power or get 100% clean energy
  • Current utilities are low

 

 

2) Wearable tech adoption has more than doubled from six months ago and will continue to grow.

More than twice the number of respondents have adopted wearable technology compared with six months ago. The current global wearable market is set to reach $16.1 billion by the end of 2015, according to Visiongain. The Apple Watch has been deemed the necessary link to push the wearable technology market to the masses; it is expected to sell 19 million units by the end of the year and encompass 56% of the smartwatch market. Apple Watch has had some supply issues, but a recent article stated that these may have been fixed. Fitbit is striving for market share as it gets ready for an IPO. It has partnered with Strava to integrate fitness tracking technology into the sports app. Other wearables seeking a piece of the pie include LVMH Moët Hennessy Louis Vuitton SE’s (LVMUY) Tag Heuer, which teamed up with Intel Corp. (INTC) to create a smartwatch; Acorns; and Jawbone. Smaller startups also are in the mix with such products as unstainable shirts and the Cicret bracelet, which projects users’ phone onto their forearms for easy use. Wearable technology is popping up in all industries; the top five potential adopters are field service, insurance, event management, retail, and higher education.

 

How likely are you to adopt wearable technology in the next three months?

  • 6.5% already have adopted wearable technology, a 3.6 percentage-point increase compared with six months ago.
  • 41.2% have adopted or are likely to adopt wearable technology, a 9.5 percentage-point increase compared with six months ago.
  • The actual adoption of or the likelihood of adopting wearable tech increased in all age groups compared with six months ago.

 

 

3) Pandora use has declined as Spotify picks up users for both its free and subscription services.

The free version of Pandora remains respondents’ top streaming music service, but usage of the service has declined compared with six months ago. A new report from Edison Research and Triton Digital found Pandora leading the market, holding 45% of streaming music users; this figure is 2.9 percentage points higher than our findings when combining free and paid-for services. Meanwhile, use of Spotify, both free and paid, has increased among our respondents, thanks to greater adoption among younger listeners seeking entire albums or the ability to select songs. iHeartMedia Inc.’s (IHRT) iHeartRadio also received a greater number of mentions among respondents 18 to 44 years old. iHeartRadio has generated 14 billion social impressions for its awards show, generating buzz through its country and Latina music festivals, and now is available on Xbox One consoles. Edison Research/Triton Digital also found that approximately 16% streaming music users turn to Apple’s iTunes Radio, 2 percentage points higher than our poll; 13% use Spotify, 5.4 percentage points lower than our poll; and 17% use iHeartRadio, 5.7 percentage-points higher than our findings. We found that Spotify has gained more paying customers than Pandora. The latter is dealing with court cases and recently lost one to BMI. Meanwhile, Apple is planning to rerelease its iTunes Radio with the integration of Beats music. Apple also may be planning to offer free music trials and samples to entice consumers to use its service.

 

What streaming music services do you use?

  • 39.2% use the free Pandora version, a 1.7 percentage-point decrease quarter to quarter.
  • 2.9% use Pandora One premium, a 1.3 percentage-point decrease quarter to quarter.
  • The number of respondents using any form of Spotify has increased quarter to quarter.
  • 12.7% use iTunes Radio for free, a 2.4 percentage-point increase quarter to quarter.
  • 11.3% use iHeartRadio, a 2.4 percentage-point increase quarter to quarter.
  • 0.3% use Tidal, no change quarter to quarter.
  • Use of Pandora’s free service has grown among respondents under the age of 44, while use of Pandora One is up among those 61 and older.
  • Spotify Free and Spotify Premium are increasingly being used by respondents under the age of 60 quarter to quarter.
  • iHeartRadio usage grew only among respondents ages 18 to 44 quarter to quarter.

 

How do you primarily consume streaming music?

  • 57.5% primarily consume their streaming music in the style of radio.
  • 18- to 29-year-olds were the primary age group to stream their music as whole albums or as selected songs.

 

 

4) Respondents want marijuana legalized, even though only 7.7% have used marijuana recreationally.

Respondents’ desire for the legalization of marijuana both in general and for medical purposes has grown compared with the last six months; 42.6% want marijuana legalized, while 25.7% want it approved for medical purposes. Support for legalization has grown particularly among younger respondents compared with six months ago. Roughly 7.7% of respondents admitted to having used marijuana, roughly 1 percentage-point higher than the figure reported by the CDC.

Respondents’ desire for legalization in general or for medical purposes only likely will continue to strengthen as more studies tout the benefits of legalizing the substance. This includes the additional $2.60 that goes into the U.S. economy for every $1 of legally sold marijuana, according to the Marijuana Business Daily 2015 fact book. The market is set to grow from $11 billion in 2015, to $23 billion to $29 billion by 2019. Legalization also is gaining support among celebrities like Morgan Freeman, who uses marijuana for fibromyalgia pain. Many more states will vote on legalization in 2016. Pennsylvania is in the middle of trying to pass a medical marijuana bill that passed the Senate 40 to 7 and is backed by 88% of voters in the state, but faces some headwinds from Republican Matt Baker as it enters the House.

 

What should the current law be regarding marijuana?

  • 42.6% believe marijuana should be completely legal, a 1.6 percentage-point increase compared with six months ago.
  • 25.7% believe marijuana should be legal for medical use only, a 1.7 percentage-point increase compared with six months ago.
  • The number of respondents 44 and younger who want marijuana legalized has increased, whereas the number of respondents 45 and older in support of legalization has declined compared with six months ago.
  • Respondents in all income levels except $25,000 to $49,999 have increased their support of marijuana legalization compared with six months ago, particularly those making $24,999 or less.

 

Do you smoke, vaporize or ingest marijuana? Your answers will be kept strictly confidential.

  • 7.7% smoke, vaporize or ingest marijuana.
  • 1.7% smoke, vaporize or ingest marijuana for medical purposes.
  • 18- to 29-year-olds were the most likely to use marijuana.
  • 30- to 44-year-olds were the most likely to have used marijuana in the past but not currently.
  • Lower-income households were the most likely to currently use or to have used marijuana in the past.

 

 

5) Console gaming is on the rise, thanks to sales of Xbox One and PlayStation 4.

Computers are still the top system for playing video games, and use has increased compared with six months ago. Console gaming shot up 3.7 percentage points during the same period. Respondents in all age groups decreased their use of smartphones for gaming.

The increase in console gaming may be due to Microsoft’s Xbox One, which topped all console sales in April, and to Sony’s PlayStation 4, which still holds the overall highest sales. Xbox One is benefiting from its price cut to $350 in comparison to the PlayStation 4’s $400. Electronic Arts Inc. (EA) has seen sales of its games rise $1 billion so far in 2015 year to year; the company has avoided the blunders that hurt its sales in past years. Konami Corp. (TYO:9766) has been suffering and now is changing its focus to mobile gaming.

Although we found a decline in mobile gaming among our respondents, use of this platform is expected to be bigger than console gaming by the end of this year. Still, revenue will not surpass that of console gaming until after 2018. Nintendo has partnered with DeNA Co. Ltd. (TYO:2432) to release five titles on a mobile platform. Nintendo also announced its new NX console platform, which will integrate a handheld console with one that is connected to the TV.

 

How do you play most of your video games?

  • 53.6% of respondents play video games, a 1.3 percentage-point increase compared with six months ago.
  • 15.3% play mostly through a console, a 3.7 percentage-point increase compared with six months ago.
  • 11.3% play mostly through a smartphone, a 2.3 percentage-point decrease compared with six months ago.
  • Console gaming increased among respondents 60 and younger compared with six months ago but primarily among those 18 to 29 years old.
  • Smartphone gaming decreased in all age groups compared with six months ago, while tablet gaming increased only among those 30 to 44 years old.
  • Most income levels increased their use of console gaming compared with six months ago, except those making less than $24,999 whose console use has remained stable.
  • Households with incomes lower than $24,999 were the only group to increase their use of smartphone gaming compared with six months ago.

 

 

6) Consumers’ continuous cord cutting has created a rising tide effect on the OTT market.

Respondents’ use of all OTT services except free online forums has risen compared with six months ago. Comcast Corp. (CMCSA) is experiencing a change in its user base and is on the verge of having more Internet customers than pay-TV subscribers. The decrease in use of Time Warner Inc.’s (TWX) HBO Now may be due to the first-month-free promotion it ran in conjunction with an exclusive three-month deal with Apple TV. CBS Corp.’s (CBS) Showtime is launching a standalone subscription service in the coming months. Dish Network Corp.’s (DISH) Sling TV and Sony’s PlayStation Vue have seen minimal but stable adoption among respondents. The low adoption rate of Sling TV may be related to its sloppy interface and disconnection between different platforms, according to writers at Gizmag. Netflix Inc. (NFLX) use among respondents 30 to 44 year olds rose the most compared with six months ago. The company has released an original series called Daredevil, which is viewed as possibly its biggest original programing endeavor, and is rumored to be expanding into China.

 

Do you use pay-TV services in your household?

  • 59.2% use a pay-TV service, a 9.2 percentage-point drop quarter to quarter.
  • 13.1% canceled their pay-TV service more than a month ago, a 1.3 percentage-point increase quarter to quarter.
  • 26.8% have never had a pay-TV service, an 8.1 percentage-point increase quarter to quarter.
  • 0.8% canceled their pay-TV service in the past month, a 0.2 percentage-point decrease quarter to quarter.
  • The number of respondents never having a pay-TV service has increased in all age groups quarter to quarter.
  • 30- to 44-year-olds were the only age group to increase their use of pay-TV with add-on services quarter to quarter.
  • 30- to 44-year-olds and those older than 60 were the two age groups to increase their cancellations of pay-TV service more than a month ago compared with the previous quarter.

 

What online streaming TV services do you use?

  • 46.6% use Netflix, the most used OTT service, a 0.7 percentage-point increase compared with six months ago.
  • Use of online streaming service except for free online forums has increased compared with six months ago.
  • 1% use Sling TV, a 0.1 percentage-point increase compared with last month.
  • 2.5% use HBO Now, a 1.6 percentage-point decrease compared with last month.
  • Netflix, Hulu, Hulu Plus, HBO Go, and Sling TV are used mostly by respondents 18 to 29 years old, while Amazon Instant Video and HBO Now are used mostly by those 30 to 44 years old.
  • 28.7% do not have any online streaming TV services, a 5.7 percentage-point decrease compared with six months ago.
  • Respondents use an average of 1.75 online streaming services, compared with 1.42 services in November.

 

 

7) Overall digital and mobile wallet use is down compared with six months ago. Still, some respondents are starting to use the wallets more than once a month.

Use of digital and mobile wallets has decreased overall compared with six months ago, but we noted a slight uptick in respondents using digital or mobile wallets more than once a month. The mobile wallet space is constantly being shaken up by new entrants and acquisitions, such as Samsung Electronics Co. Ltd.’s (KRX:005930/005935) recent purchase of LoopPay, whose technology is slated to work in 90% of POS terminals with no new infrastructure from merchants. This integration also should allow users to pay using their fingertips instead of a password for the new Samsung Pay, after Samsung terminates Samsung Wallet. Apple Pay continues to be rolled out to new locations; AppleInsider recently spotted new terminals at Trader Joe’s that will accept Apple Pay. Apple also is in talks with Alibaba Group Holding Ltd. (BABA) to help it transition Apple Pay to China. Apple Pay may be the best bet for a winner in the ever-changing mobile and digital wallet space based on the high satisfaction ratings it received during a recent survey by Changewave.

 

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

  • 30.6% used a digital or mobile wallet in the last month, a 2.4 percentage-point decrease compared with six months ago.
  • 8.7% use a digital or mobile wallet on a regular basis, a 1.3 percentage-point decrease compared with six months ago.
  • 13.3% have used a digital or mobile wallet more than once, a 0.3 percentage point increase compared with six months ago.
  • 1.7% recently started using a digital or mobile wallet, a 0.1 percentage point decrease from six months ago.
  • All age groups except those older than 60 have decreased their use of digital or mobile wallets compared with six months ago, but those ages 18 to 29 still use the service the most.

 

 

8) Coach is the top trendy handbag brand because of interest among older respondents, but younger respondents prefer Michael Kors and Kate Spade.

Respondents, particularly those ages 30 to 60, considered Coach Inc. (COH) to be the most trendy handbag brand in the $200 to $700 range as well as the top consideration for their next handbag purchase. Respondents ages 18 to 29 were more positive on Michael Kors Holdings Ltd. (KORS) and Kate Spade & Co. (KATE). Coach’s U.S. sales have declined 23% compared with last year while Michael Kors is gaining support from celebrities Miranda Kerr, Kate Hudson and Blake Lively. Michael Kors’ recent quarter reflects a growing brand, with profits up 24%, but some investors are wary of the brand because of its widespread reach into department stores, outlets and retail locations. Kate Spade is expected to see growth of 64% during the next five years.

 

Which handbag brand do you consider the most trendy in the $200 to $700 price range?

  • 13.8% consider Coach the most trendy brand in the $200 to $700 price range, followed by 7.7% who believe Michael Kors is the most trendy, 4.5% who named Kate Spade, and 3.5% who named Dooney & Bourke.
  • Coach, Kate Spade, and Dooney & Bourke are viewed as the most trendy by respondents ages 45 to 60, while Michael Kors is the most trendy among 18- to 29-year-olds.

 

Which handbag brand in the $200 to $700 range will you most likely purchase next?

  • 15.8% would purchase a Coach handbag next, while 6.9% said Michael Kors, 6.3% named Dooney & Bourke, and 3.3% a Kate Spade handbag.
  • Coach and Dooney & Bourke handbags would be the next likely handbag purchase among respondents ages 30 to 44, while Michael Kors and Kate Spade would be purchased mostly by respondents ages 18 to 29.

 

 

9) Tobacco use drops compared with six months ago.

Fewer respondents are smoking tobacco compared with six months ago. The 18.8% of our respondents who do smoke is slightly higher than the 2013 numbers of 17.8% put out by the CDC. Some publications have shown the focus of preventing early addiction in middle school and high school, anti-smoking laws, higher taxes on cigarettes, case studies, and the lack of glamorization in TV and movies have helped push tobacco use lower. E-cig use is dropping. U.S. retailers are seeing slower e-cig business, and fewer are expanding their e-cig offerings. A recent survey from Avail Vapor LLC also suggests that most e-cig users already were tobacco users. The FDA is in the middle of creating regulations against e-cigs, with a bill to ban the sales to consumers under the age of 18. Still, some states like Georgia are moving in the opposite direction, with more bars create smoking areas for their customers.

 

How do you smoke most of your tobacco?

  • 18.8% smoke tobacco, a 0.3 percentage-point decrease compared with six months ago.
  • 7.4% mostly use e-cigs, a 1 percentage-point decrease compared with six months ago.
  • 2.1% mostly smoke cigars, a 1.7 percentage-point decrease compared with six months ago.
  • 12.7% smoke manufactured cigarettes, a 1.9 percentage-point increase compared with six months ago.
  • Tobacco use grew slightly among respondents under the age of 60 but decreased among the overall group compared with six months ago.
  • E-cig use increased among respondents ages 45 to 60 but decreased in all other age groups compared with six months ago.
  • Tobacco use is growing among respondents with household incomes of less than $24,999 a year.
  • E-cig use is growing among respondents with household incomes of $50,000 to $99,999 and above $150,000 compared with six months ago.

 

10) Facebook is bleeding younger users but continues to innovate in order to stay ahead in the advertising game.

Facebook Inc. (FB) remains the top social media platform, but usage of the site is shrinking among respondents ages 18 to 29 years old and 45 to 60 years old. Facebook’s Instagram and Twitter Inc. (TWTR) are benefitting from rising interest among 18- to 29-year-olds. Facebook also remains king in the social media ad space; 9% of respondents have bought a product through a Facebook ad. Such respondents typically were younger and lower-income. This month we saw a slight increase in the number of respondents spending $41 to $60 on an item purchased through a social media ad.

Facebook is moving to keep ahead of other social media and mobile ads by announcing a partnership with IBM Corp. (IBM) to create more personalized targeted ads. Facebook also launched in-app purchase install ads, which create a specific in-app purchase page that opens when the app is downloaded. Finally, Facebook is rolling out carousel ads for mobile, which have resulted in 75% to 180% higher click-through rates. Pinterest is adding to its services by building its first ad API for tech partners as well as by launching a marketing program aimed at helping brands increase their unpaid posts. Twitter is struggling to have marketers buy into its direct response ads.

 

Which social media platform do you use the most?

  • 55.4% use Facebook the most out of all social media sites, a 3.7 percentage-point decrease compared with six months ago.
  • 4.1% use Twitter the most, a 0.7 percentage-point increase compared with six months ago.
  • 3.5% use Instagram the most, a 0.8 percentage-point increase compared with six months ago.
  • 3.2% use Pinterest the most, a 0.7 percentage-point increase compared with six months ago.
  • 2.1% use Tumblr the most, a 1.2 percentage-point increase compared with six months ago.
  • Instagram and Twitter are used the most by respondents ages 18 to 29, while Facebook is used primarily by 30- to 44-year-olds. LinkedIn Corp. (LNKD) and Pinterest are used mostly by respondents ages 45 to 60, while Google Inc.’s (GOOG/GOOGL) Google+ is used mostly by those older than 60.

 

Have you bought any products through a social media ad?

  • 12.8% have bought a product through a social media ad, a 0.3 percentage-point increase quarter to quarter.
  • 9% have bought a product through a Facebook ad, a 0.9 percentage-point increase quarter to quarter.
  • 0.3% have bought a product through Instagram, a 1 percentage-point decrease quarter to quarter.
  • 1.5% have bought a product through Pinterest, a 0.4 percentage-point decrease quarter to quarter.
  • Younger respondents still are the most likely to purchase a product through a social media ad.
  • Respondents with household incomes under $24,999 now are the most likely to buy a product through a social media ad.

 

How much did you spend on the product you bought through the social media ad?

  • Most spent $40 or less on products bought through a social media ad.
  • 21% who bought a product through a social media ad spent $41 to $60, a 3.7 percentage-point increase compared with last month.

 

 

11) Anti-vaccination advocates are not growing in number.

Most respondents believe children should be vaccinated, the same as six months ago. Younger respondents still are the most likely to believe that children should not be vaccinated, but the number of 18- to 29-year-olds who believe this has decreased compared with six months ago. Meanwhile, the number of anti-vaccination respondents ages 30 to 60 has increased. The NPR Truven Health Analytics Health Poll recently asked 3,000 U.S. citizens about their views on vaccines and found that 91% were in favor of public schoolchildren getting all mandatory vaccinations—in line with our findings this month. The California Senate has voted 25 to 10 on a bill to make vaccines mandatory for public schools, but roughly 1,000 protestors rallied against the bill, including celebrities, parents and children. This comes at a time when researchers at Seattle’s Children’s Autism Center found that the measles vaccine has no link to autism.

 

Should children be vaccinated?

  • 92.9% believe children should be vaccinated, roughly the same as six months ago.
  • Younger respondents remain the most against childhood vaccinations, but the number has declined compared with six months ago. However, the number of respondents ages 30 to 60 who are anti-vaccination has increased since November.

 

 

12) Comcast remains the Internet king, but the company is investing in customer service to counter low satisfaction rates.

Comcast remains the most used Internet provider, but it lost some customers among our respondents to Google, AT&T Inc. (T), Verizon Communications Inc. (VZ), and Time Warner Cable Inc. (TWC). Respondents’ satisfaction with their Internet provider increased month to month; wireless carriers AT&T and Verizon still received higher ratings than their cable company counterparts. We have seen more respondents using CenturyLink Inc. (CTL) quarter to quarter. Comcast now faces CenturyLink in Minneapolis, where the city council voted to become the first city in Minnesota to allow the latter to compete for cable customers. Also, Comcast cut its losses in the possible merger with Time Warner. The American Customer Satisfaction Index found that Comcast has one of the lowest satisfaction ratings out of all cable companies. In response, Comcast recently announced it will hire 5,500 customer service workers. Verizon is keeping up the pressure as it plans to buy AOL and its 2.16 million U.S. customers who still are using dial-up service.

 

Who is your current Internet provider?

  • 22.5% use Comcast as their Internet provider, a 1.2 percentage-point decrease quarter to quarter.
  • 9.8% use Verizon as their Internet provider, a 0.9 percentage-point increase quarter to quarter.
  • The number of respondents using Google, AT&T and Time Warner Cable for Internet service increased quarter to quarter.

 

How satisfied are you with your Internet service?

  • 44.1% are very or extremely satisfied with their Internet service, a 3.6 percentage-point increase compared with the previous month.
  • Wireless providers AT&T and Verizon still have the highest satisfaction ratings out of the top four Internet providers. Ratings for these two as well as for Time Warner Cable and Comcast improved compared with in April.

 

 

13) Roughly one-third of respondents would pay more for environmentally friendly products, including LED lightbulb sales.

Approximately one-third of respondents are very or extremely likely to pay slightly more for a product that is better for the environment, roughly the same quarter to quarter. Respondents expect LED lightbulbs to be their top clean-energy purchase in the next year, similar to the findings in the survey done by SolarCity and Clean Edge. LED bulbs have decreased in price over the years and are now on a competitive level with other options. Navigant Research expects the rising worldwide shipments of LED lamps and modules to explode from 864 million annually in 2015 to 4.1 billion by 2024. Royal Philips N.V. (PHG) offers an affordable $5 LED bulb, which will be rolled out to Home Depot stores in May. Profit margins for lighting companies may be declining, as LED lightbulbs last longer. Sales of LED bulbs are expected to grow 5% this year and then decrease to 3% annually through 2020.

 

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

  • 35.6% are very or extremely likely to pay slightly more for a product that is better for the environment, a 0.4 percentage-point decrease quarter to quarter.
  • Respondents older than 60 were again the most likely group to pay slightly more for a product that is better for the environment, but the number decreased slightly quarter to quarter.
  • Households making less than $24,999 were the most likely group to pay slightly more for a product that is better for the environment, but the number decreased almost 4 percentage points quarter to quarter.
  • Women were again more likely than men to pay slightly more for a product that is better for the environment.

 

 

14) More respondents are concerned about national cybersecurity than their own personal accounts being hacked, but most are worried about both.

Roughly half of respondents are extremely or very concerned about personal accounts being hacked, whereas almost six in 10 respondents are extremely or very concerned about national cybersecurity. Respondents with household incomes lower than $24,999 as well as those ages 18 and 29 were the least concerned with national cybersecurity or personal accounts being hacked. New hacks happen every day, including Tesla’s site and Twitter account, Penn State’s engineering computers, and President Obama’s unclassified emails. A bill up for review by the Senate would allow companies to share information about cyberhacks with the Department of Homeland Security. San Antonio, TX, is starting to become a hub to support advances in protection and prevention.

 

How concerned are you that your personal accounts or devices could be hacked?

  • 49.2% are extremely or very concerned about personal accounts being hacked.
  • 6.8% are not at all concerned about personal accounts being hacked.
  • Younger respondents, specifically those ages 18 to 29, are less likely to be concerned about personal accounts being hacked, whereas older respondents are more likely to be very or extremely concerned.
  • Lower-income respondents are less concerned than those with higher incomes about personal accounts being hacked.

 

How would you describe your level of concern about national cybersecurity?

  • 57.7% are extremely or very concerned about national cybersecurity.
  • 5.7% are not at all concerned about national cybersecurity.
  • Respondents ages 18 to 29 are the least likely to be concerned about national cybersecurity, whereas older respondents are the most likely to be very or extremely concerned.
  • Respondents with lower incomes were less concerned than their higher-income counterparts regarding national cybersecurity.

 

15) Top apps: Mobile versions of console games, Spotify and Game of War

In the last month, which apps/mobile games have you installed that were recommended to you by a friend or family member? (Comments from survey respondents)

 

 

16) Top trends: Baltimore and racism debates, Tesla’s Powerwall, the Apple Watch, and “on fleek”

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

  • Marriage equality for same-sex couples
  • Racist media
  • Streaming video
  • Using the phrase “on fleek”
  • Wearable tech: Apple Watch and Samsung Watch
  • Fast-food establishments closing in the Seattle area
  • Urban farming
  • Vape pens
  • Kylie Jenner challenge
  • Baltimore (racism debate)
  • Tesla (electric cars and Powerwall)
  • 3D printing for healthcare applications
  • Police being held accountable for wrong-doings
  • Lily Pulitzer items
  • Vegan food and diet
  • 1970s fashion and colors making a comeback
  • Fitness apps

 

 


Report analysis by Mason Rudy.