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Consumer Cloud Computing - US - December 2012

Published By :

Mintel

Published Date : Dec 2012

Category :

Cloud Computing

No. of Pages : 94 Pages


Use of a cloud service has passed through early adoption and now encompasses more than a third of internet users. However, the majority of usage is based on free services, and it may be necessary to offer qualitative differences in service to attract paid usage, rather than basing fees around the amount of storage made available.
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
Overview
Internet outside of home drives frequency, paid accounts
Figure 1: Frequency of accessing cloud services, by types of internet service used, September 2012
iCloud tops brand use
Figure 2: Any and paid use of select cloud services, by brand, September 2012
Streaming content competing effectively
Clouds for the young
Figure 3: Use of cloud services, by age, September 2012
Focusing on family
Digital stores as drivers
Figure 4: Brand of digital stores used to buy movies, music, games, and apps, September 2012
Music, photos most commonly stored
Figure 5: Types of content stored in the cloud, September 2012
Confusion over need and nature of service is an obstacle to uptake
Figure 6: Reasons for not using cloud services, by gender, September 2012
Majority of nonusers interested
Figure 7: Interest in cloud service features among nonusers, September 2012
Physical media still in lead
Security, referrals possible approaches to poaching
Urban dwellers more attractive
Figure 8: Use of paid cloud services, by urban area, September 2012
What we think

ISSUES IN THE MARKET
Is there a problem with local storage?
Who foots the bill for storage?
Where’s the profit?
Where’s the marketing support?

TREND APPLICATIONS
Trend: Why Buy?
Trend: Influentials
Figure 9: Familiarity with cloud services, by gender, September 2012
Figure 10: Familiarity with cloud services, by age, September 2012
2015 trends
Brand Intervention
Figure 11: Reasons for not using cloud services, September 2012

INSIGHTS AND OPPORTUNITIES
Picking up where Apple and Google leave off
Gifts that keep on giving
Figure 12: Books purchases as gifts, by gender, August 2011-March 2012
Figure 13: Book purchases as gifts, by age, August 2011-March 2012
Never forget a textbook
Figure 14: Digital and physical book purchasing, by level of education, February 2010-March 2011
CD-to-cloud service

MARKET DRIVERS
Key points
Access to internet outside of the home
Figure 15: Use of cloud services, by types of internet access, September 2012
Figure 16: Frequency of accessing cloud services, types of internet service used, September 2012
Figure 17: Use of paid cloud services, by types of internet service used, September 2012
Figure 18: Types of internet service used, by household income, September 2012
Figure 19: Types of internet service used, by household size, September 2012
Digital media acquisition
Figure 20: Brand use of cloud services, by recent purchase of digital media, September 2012
Figure 21: Use of cloud services, by use of branded digital stores, September 2012
Figure 22: Purchase of digital media in past 30 days, by age, September 2012

COMPETITIVE CONTEXT: STREAMING CONTENT
Key points
Streaming content
“Free” video at YouTube and Hulu
Figure 23: Use of YouTube and Hulu in past 30 days, by age, August 2011-March 2012
Figure 24: Websites used to watch online video, by age, August 2012
Rentals
Digital movie sell-through far behind digital rentals
Figure 25: U.S. digital movie sales and rentals by segment, 2011-12
Book libraries
Pandora and company lift internet radio
Figure 26: Internet radio use in past week, stations used, by age, March 2012
Figure 27: Download of music listening apps, by age, February 2012

INNOVATION AND INNOVATORS
Dropbox promotions in constant flux
Glacier moves slowly
Otixo cares for the multiple-cloud user
iCloud protects users from hardware theft and loss
Google Drive space cheap with a Chromebook

USE OF DIGITAL MEDIA AND DIGITAL STORES
Key points
Only Google presents a unified store
Figure 28: Brand of digital stores used to buy movies, music, games, and apps, September 2012
Figure 29: Purchase of digital media in past 30 days, by gender, September 2012
Figure 30: Brand of digital stores used to buy digital media in past 30 days, by age, September 2012

PHYSICAL VS. DIGITAL, PURCHASE AND CONSUMPTION
Key points
E-books gain steam relative to physical books
Figure 31: Digital and physical book purchasing, July 2008-March 2012
Figure 32: Devices used to read e-books, July 2009-March 2012
Figure 33: Digital and physical book purchasing, by gender, August 2011-March 2012
Figure 34: Digital and physical book purchasing, by household income, August 2011-March 2012
CD purchase still more common than music download
Figure 35: Purchase of CDs and music downloads, July 2008-March 2012
Figure 36: Purchase of CDs and music downloads, by age, August 2011-March 2012

CLOUD USE
Key points
iCloud sits atop clouds
Figure 37: Familiarity with and free/paid use of select cloud computing services, September 2012
Age dominates demographic criteria for use
Figure 38: Use of cloud services, by age, September 2012
Women less likely to open pocketbooks
Figure 39: Use of cloud services, by gender, September 2012
Figure 40: Frequency of accessing cloud services, by gender, September 2012
Figure 41: Use of paid cloud services, by gender, September 2012
More folk to use, more folk do use
Figure 42: Frequency of accessing cloud services, by marital status and presence of children, September 2012 .. 54
Figure 43: Use of cloud services, by household size, September 2012
Income helps drive paid use, up to a point
Figure 44: Use of cloud services, by household income, September 2012
Figure 45: Use of paid cloud services, by household income, September 2012

HOW CLOUD SERVICES ARE USED
Key points
Music, photos most commonly stored
Figure 46: Types of content stored in the cloud, by gender, September 2012
Figure 47: Types of content stored in the cloud, by age, September 2012
Figure 48: Types of content stored in the cloud, by cloud service brand used, September 2012
PCs still primary for access
Figure 49: Hardware used to access cloud services, by household income, September 2012

CLOUD CONCERNS AND EVANGELISTS
Key points
Possibilities in subscriber poaching lie in security concerns
Figure 50: Attitudes toward security with and streaming from cloud services, by age, September 2012
Cloud evangelism highest among Millennials
Figure 51: Recommendation of cloud services to others, by age, September 2012

INTEREST AMONG NONUSERS
Key points
Cloud services hazy to nonusers
Figure 52: Reasons for not using cloud services, by gender, September 2012
Majority of nonusers interested
Figure 53: Interest in cloud service features among nonusers, September 2012
Interest in backup services for PCs and tablets nearly 100 million strong
Figure 54: Interest in backup service features among non-cloud service users, by age, September 2012
Figure 55: Interest in backup features among nonusers, by gender, September 2012
Interest in media services
Figure 56: Interest in media features among non-cloud service users, by age, September 2012

RACE AND HISPANIC ORIGIN
Whites slow on the draw
Figure 57: Brand of digital stores used to buy digital media in past 30 days, by race/Hispanic origin,
September 2012
Figure 58: Use of cloud services, by race/Hispanic origin, September 2012

CUSTOM CONSUMER ANALYSIS: THE URBANITE
Key point
Urbanites up to speed
Figure 59: Familiarity with cloud services, by urban area, September 2012
Figure 60: Use of cloud services, by urban area, September 2012
Figure 61: Use of paid cloud services, by urban area, September 2012
Figure 62: Frequency of accessing cloud services, by urban area, September 2012
Urban lifestyle may lend itself to digital purchases
Figure 63: Use of digital stores to purchase movies, music, games, and apps, by urban area, September 2012
Figure 64: Brand of digital stores used to buy digital media in the past 30 days, by urban area, September 2012 . 74

APPENDIX – OTHER USEFUL CONSUMER TABLES
Use of physical and digital media
Figure 65: Devices used to read e-books, by gender, August 2011-March 2012
Figure 66: Devices used to read e-books, by age, August 2011-March 2012
Figure 67: Devices used to read e-books, by household income, August 2011-March 2012
Figure 68: Digital and physical book purchasing, by age, August 2011-March 2012
Figure 69: Purchase of CDs and music downloads, by household income, August 2011-March 2012
Use of digital stores
Figure 70: Use of digital stores to purchase movies, music, games, and apps, by presence of children in
household, September 2012
Figure 71: Brand of digital stores used to buy digital media in past 30 days, by household income, September
2012
Figure 72: Brand of digital stores used to buy digital media in the past 30 days, by gender, September 2012
How cloud services are used
Figure 73: Frequency of accessing cloud services, by household income, September 2012
Figure 74: Types of content stored in the cloud, by presence of children in household, September 2012
Figure 75: Hardware used to access cloud services, by age, September 2012
Figure 76: Hardware used to access cloud services, by types of internet service used, September 2012
Interest in and familiarity with cloud services
Figure 77: Interest in cloud service among nonusers, by presence of children in household, September 2012
Figure 78: Interest in media features among non-cloud service users, by gender, September 2012
Figure 79: Interest in backup services among non-cloud service users, by household income, September 2012
Figure 80: Interest in media features among non-cloud service users, by household income, September 2012
Figure 81: Familiarity with cloud services, by household income, September 2012

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

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