Digital Marketing Researches & Reports

The Device Trends to Know in 2020 | GlobalWebIndex

| Global

As social media has become a necessary part of everyone’s life, it is crucial to know how consumers around the world are interacting and engaging with the digital content, and which devices do they use the most.

Get a closer look at the device trends in 2020 in this report as it covers the following:

  • The state of the smart device market.
  • How much time is spent on various devices?
  • How ownership varies for demographic groups.
  • Which devices are the most popularly used and owned?

Without further ado, let’s get started.

The Device Trends Key Insights in 2020:

Before taking a deep look at the device trends report, let’s find out the key insights of the report.

  • One thing people might not consider is that PCs still have their place even though its ownership has declined by 19% points since 2015.
  • It is reported that wearable device ownership is growing. In the US and Uk, the Apple Watch proves the most popular in both markets.
  • Speakers are the most popular smart home device among owners with 51%, however, security and utility products share more or less even ownership. We can see that the smart market is growing indeed.
  • Moreover, there is a mobile competition going on between Samsung and Apple. Samsung is owned by over 1 in 3 internet users outside of China and it is the most popular mobile handset brand. On the other side, 1in 4 internet users own an iPhone.
    Additionally, Intent to purchase Xiaomi and Huawei has increased in the past three years.
  • It is reported that 34% of internet users watch TV subscription services on their mobiles, as it is now more commonly used than any other method.
    It is noticeable that smartphones are the new home of subscription TV.

Devices Ownership Overtime 

  • The rise of smartphones has transformed the way we use the internet. In 2019, it was reported that 94$ of internet users own a smartphone, having risen 13% points since 2015. 72% of people say that the most important device for them to access the internet is smartphones.
  • On the other hand, the ownership of laptop\PChas declined by 19% points in the same timeframe, it is threatened by the ubiquity of smartphones and their convenience in accomplishing tasks across each device.
  • Elsewhere, we can see that tablets saw a phase of great ownership but in 2015 only because it has also declined to 37% in 2019. It is reported that 1 in 4 16-24-year-olds own a tablet. in addition, tablets make an appealing purchase to older people because of their large screens and simple user interface.
  • We can see that Smart TVs are experiencing a steady rise in ownership because they became more available and affordable.
  • However, despite a comparably high selling price but wristband and smartwatch ownership are climbing, have risen by 58% since 2017.

The Device Trends to Know in 2020 | GlobalWebIndex 1 | Digital Marketing Community

The Top Smart Home Markets

The following chart shows the percentage of internet users who own a smart home product.

The Device Trends to Know in 2020 | GlobalWebIndex 2 | Digital Marketing Community

  • The UK is the top market for smart product ownership globally, with a high percentage of 19% of internet users in possession of a smart home device.
  • Comes next and close is the US with a percentage of 18%.
  • As reported in a study back in 2019, 66% of internet users in the U.S. and UK would consider purchasing a smart home product in the next year,
  • Canada and Turkey come in third place with a percentage of 16%,
  • Lastly, Singapore with a percentage of 14%.

The Table of Content of ” The Device Trends to Know in 2020″ :

  • Introduction
  • Key insights
  • The device landscape
  • PCs v mobile
  • The smart market
  • Entertainment devices
  • Notes on methodology
  • More from GlobalWebIndex

Number of Pages:

  • 36 pages


  • Free


All figures in this report are drawn from GlobalWebIndex’s online research among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent, and educated than the total population.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.

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