US Pro-Grade Experts: Media Habits
Smartphone and digital voice assistant usage among early adopters aged 30-45 are the highest in the general population. The target segment can be reached via websites such as TechCrunch, Engadget, Techmeme, The Verge, Gizmodo, Forbes, and Kotaku. NPR is the most popular technology podcast among this group.
Smartphones, Voice Assistants, and Social Media
- The age group 30-45 comprises millennials (24-38 yrs.) and Gen Xers (39-54 yrs.).
- Deloitte classifies digital media consumers into five types: Mobile-first Viewers (18%), Power Streamers (18%), Highly Subscribed (21%), Hybrid Adopters (18%), and Linear TV Consumers (25%).
- Millennials and GenXers make up 77% (43%+34%) of Mobile-first Viewers, 61% (25%+36%) of Power Streamers, 49% (25%+24%) of Highly Subscribed, 57% (23%+34%) of Hybrid Adopters, and 27% (9%+18%) of Linear TV consumers.
- Mobile-first Viewers view 30% of their movies and 25% of TV shows on their smartphones; they view 40% of their video content on TV. A study by Hearts & Science, an Omnicom Group agency, found that 47% of millennials and GenXers are "watching absolutely no content on traditional TV platforms".
- Mobile-first Viewers stream an average of 26 hours of video every week in 2018. In 2010, "extreme techies" watched web video for 1.5 hours every week.
- There is a greater likelihood of Millennials and Gen Xers engaging with advertisements on smartphones than any other form of media.
- In 2013, early-adopter millennials spent "17% more time with tablets and 14% more time with their mobile phones" compared to the average millennial.
- The Mobile-first Viewer group exhibits the highest penetration of social media, they are avid gamers, and nearly three in four (70%) use digital voice assistants (34.3% of millennials in the US use smart speakers).
- A quarter (25%) of them planned to cut the cord within the following year. Cord-cutters "are part of a small group of early adopters".
- Social media, digital voice assistant devices, and smartphones are the best way to reach this consumer group which comprises mainly millennials and Gen Xers. The mean income of this group is $74,400. As education and incomes are usually correlated, it is likely that this group is also well-educated.
Popular Technology Podcasts
- NPR - TED Radio Hour, Gimlet - Reply All, BBC World Service - 13 Minutes to the Moon, Jack Rhysider - Darknet Diaries, and Recode - Recode Decode are the top five technology podcasts on itunes. The complete list of top technology podcasts on itunes can be found here.
Popular Tech News Websites
- Techmeme, Ars Technica, TechCrunch, Engadget, and The Verge are the most popular technology news websites based on the number of social media followers. The complete list of technology news websites can be found here.
- Based on a study done by Ad Age in 2010, digital adopters aged 24-45 read magazines such as The New Yorker, The Wall Street Journal, Esquire, Forbes, Fortune, and Food & Wine. NPR was popular with this segment in 2010 too.
- Tech sites like Gizmodo, Engadget, and Tech Crunch were also popular with digital adopters (in general) in 2010.
- Early adopters were also more likely than the average to frequent Fox Entertainment Group, IMDb, Gawker Media Networks, Hulu (streaming), and Gizmodo.
Triangulated Findings (Websites & Social Media)
- We researched the traffic to and from tech-news websites (Tech Crunch, Gizmodo, and Techmeme) popular with early adopters. The triangulated findings presented are in the global context as United States-specific website analysis on SimilarWeb requires payment. However, the top-referring or outgoing websites and social media platforms are either US-based, or popular in the US, or among the aforementioned websites popular with early adopters in the US.
- Nearly half (44.83%) of the traffic on TechCrunch is from the United States.
- Yahoo is the top-referring website for TechCrunch. Yahoo is also the top outgoing link destination on TechCrunch.
- Forbes is the top website to receive paid traffic (via ads) from Tech Crunch.
- Facebook (40.35%) and Twitter (26.99%) generated the most social media traffic for Tech Crunch.
- Over half (58.39%) of the traffic on Gizmodo is from the United States.
- Kotaku (gaming) is the top-referring website for TechCrunch. Kotaku is also the top display advertising publisher for Gizmodo.
- Facebook (48.78%) and Twitter (25.26%) generate the most social media traffic for Gizmodo.
- Almost two-thirds (61.87%) of the traffic on Techmeme comes from the United States.
- Forbes is the top-referring website for Techmeme. The Verge, CNBC, Bloomberg, TechCrunch, and NY Times are the top outgoing link destinations and Engadget is the top outgoing ad destination.
- Twitter (60.55%) and YouTube (10.64%) generate the most social media traffic for Techmeme.