ComScore Tracks Consumer Tech Interaction

Its new Total Home Panel tracks consumer behavior across home network-connected devices and is based on a nationally distributed sample of more than 12,500 U.S. households with more than 147,000 active devices per month and 62,000 active devices per day.

ComScore today introduced comScore Connected Home, what it calls the first syndicated service to be based on the company’s proprietary Total Home Panel — a research platform that measures consumer behavior across home network-connected devices. Connected Home delivers insight into usage of products including computers, mobile phones, tablets, streaming sticks, smart TVs, Internet of Things (IoT) devices and more.

“There are more screens and other connected devices in homes than ever before, yet there have been major gaps in understanding how consumers interact with this technology,” said Dan Hess, EVP of products at comScore. “Whether our clients seek to understand new dynamics of media consumption such as over-the-top delivery, gaming and other entertainment options, or IoT adoption, this new service is a major step forward in enabling removing these blind spots.”

Connected Home provides detailed information on several product categories. While computing and media consumption devices are the most widely used in the home today, this new service also accounts for an array of new and emerging smart home devices. Below are examples of the most prevalent devices that Connected Home measures today:

  • Computers: Desktop and laptop including Windows, Mac and other operating systems
  • Mobile Devices: Smartphone and tablet including iOS and Android
  • Gaming Consoles: Xbox, PlayStation, Wii
  • Living Room Devices: Smart TVs, streaming boxes & sticks, and Blu-ray players
  • Smart Home/IoT Devices — A/V systems, thermostats, home security, appliances and more

Subscribers to comScore Connected Home receive key measures including device penetration, usage frequency, engagement time, household demographics, OEM and OS market share and cross-device activity patterns to learn how these products are used in the home. Clients access these metrics through a web-based user interface with flexible reporting capabilities.

The foundation of Connected Home is comScore’sTotal Home Panel, a “true single-source research platform designed to measure the realities of cross-platform media consumption today,” the company said. Since beginning to scale the Total Home Panel in early 2016, comScore has grown it to measure activity across a nationally distributed sample of more than 12,500 households with more than 147,000 active devices per month and 62,000 active devices per day.

ComScore Connected Home is available now.

BRAND CONNECTIONS

Among all media devices in U.S. connected homes, laptop and desktop computers had the highest penetration at 90%, followed closely by mobile phones at 88%. Media devices capable of delivering over-the-top media content, including streaming boxes and sticks (36%), gaming consoles (31%) and smart TVs (28%), also now feature prominently in the connected home.

Media Device Penetration in U.S. Connected Homes Jan. 2017

Total U.S. WiFi Connected Households Source: comScore Connected Home

Platform 

% of Households 

Computer

90%

Mobile Phone

88%

Tablet

64%

Streaming Box/Stick

36%

Gaming Console

31%

Smart TV

28%

DVR/Set Top Box

27%

Handheld Device*

15%

Internet Blu-Ray Player

8%

*A handheld device is defined as a device with data connectivity, no voice plan, and a screen size of less than 7 inches. Examples of handheld devices include the iPod Touch and MP3 players.

 Apple owned the largest media device market share in January at 24.1%, due to its sizeable footprint in the computer (Mac), smartphone (iPhone), tablet (iPad) and streaming box (Apple TV) markets. Microsoft ranked a very close No. 2 at 22.2%, while Samsung (13%), Amazon (6.8%) and LG (4.1%) rounded out the top five.

Media Device OEM Market Share in U.S. Connected Homes Jan. 2017

Total U.S. WiFi Connected Households Source: comScore Connected Home

OEM Brand 

% of Media Devices

Apple

24.1%

Microsoft

22.2%

Samsung

13.0%

Amazon

6.8%

LG

4.1%

Other

29.7%


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