smartphone CTA

Smartphones have become nearly as commonplace in households across America as TVs, being owned by 87% of homes.

TVs only hold a 9% lead over the smaller-screened device, according to new research from the Consumer Technology Association. It’s 20th “Consumer Technology Ownership and Market Potential Study” also found that, for the first time, the top three most-frequently owned tech products are all screen devices, with laptops sliding into the third slot with a presence in 72% of homes, their highest ownership level ever.

A device doesn’t have to have a mighty screen to make it into the home, however. Smart speakers have come close to tripling in ownership rate to reach 22% of US households. Emerging technology has continued to grow, with smartwatch adoption growing to 18% of households, drone ownership hitting 10% and VR headsets being a part of 11% of households.

That’s not to say that a big screen doesn’t have power. Larger screen sizes are driving US consumers to buy more TVs and related tech. 4K UHD TV ownership rose 15% YOY to reach 31% while 19% of households have a TV with a screen size of 60 inches or larger. Ownership of digital media streaming devices followed the trend, rising 9% since last year to 45%.

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Deloitte Global predicts that in 2022, at least 150 million paid subscriptions to SVOD services will be canceled worldwide, with churn rates of up to 30% per market. The churn is a sign of a maturing market

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