Wednesday, April 15, 2020

53% of US broadband households claim that they value technology more now than before

COVID-19 outbreak impacts consumer consumption patterns of health, entertainment, and smart home solutions, while CE purchase intentions have increased

International research firm Parks Associates released new research today showing 53% of US broadband households claim that they value technology more now than before, following the outbreak of COVID-19 and the resulting social distancing and stay-at-home orders across the country.

COVID-19: Impact on Consumer Spending and Behavior, fielded between March 8 and April 3 to US heads of broadband households, examines how consumers are reacting to social distancing and shelter-in-place orders in terms of their use of technology, their subscriptions to entertainment and security services, and their perceptions of service providers. It looks at the impact of COVID-19 on consumer employment, evaluates consumers concerns about the COVID-19 outbreak, and examines the influence of these factors on consumer electronics purchase intentions.

“2020 marks an unprecedented time in US and global history. COVID-19 has impacted global supply chains, worldwide businesses, and consumer spending,” said Kristen Hanich, Senior Analyst, Parks Associates. “It has prompted exceptional actions from regulators in terms of both public health and monetary and fiscal policy. Currently 70% of US consumers report that they are following social distancing rules, and 30% report that they are following shelter-in-place orders or are otherwise self-quarantining.”

The landmark research provides insight into how consumers are responding to COVID-19, including the impact to product usage and purchase plans, service subscriptions and usage, and streaming video services.  Key highlights:

  • Only 28% of US heads of broadband households age 75+ are self-quarantining.
  • Intention to purchase consumer electronics products is at a multiyear high.
  • Intention to purchase consumer electronics in the next 12 months has risen 5% compared to the year prior.
  • 21% of heads of US broadband households report subscribing to at least one new OTT video service within the past three months.


Parks Associates is launching multiple surveys in April 2020 to quantify the impact of the COVID-19 outbreak on consumer behaviors, purchasing, and usage of connected devices and services. For more information, contact

To request data or an interview, please contact Rosey Ulpino at, 972.996.0233. 

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

Next: 76% of US broadband households subscribe to an OTT service, adding roughly six million households since Q1 2019
Previous: TV antenna usage in US broadband households jumped to 25% in 2019 and is expected to grow more as COVID-19 keeps consumers at home


    Be the first to leave a comment.

Post a Comment

Have a comment? Login or create an account to start a discussion.

© 1998-2021 Parks Associates. All Rights Reserved.