Global Media Intelligence 2019: United States

Key Features

The US is among the leading digital nations in the Western Hemisphere—including uptake of newer devices and services.

  • For many device categories, levels of ownership in the US are robust but not exceptional, according to the most recent data from GlobalWebIndex. Some 91.9% of internet users ages 16 to 64 polled in H1 2019 owned a smartphone; 78.5% owned a desktop or laptop and 51.1% owned a tablet. By comparison, penetration for all these figures was lower than in the UK, for example.
  • Smart TV ownership in the US is also middling, at 43.1% of internet users in H1 2019; many countries in Western Europe posted higher penetration during that same time.
  • But the US did rank among the top countries polled by GlobalWebIndex for ownership of game consoles (38.7%), TV streaming sticks (34.7%) and virtual reality (VR) headsets (5.2%).
  • Penetration rates of smartwatches and smart-home devices are also above average in the US, cited by 12.8% and 17.1% of respondents, respectively. Internet users ages 16 to 34 were most likely to own a smartwatch, while those in affluent homes were the primary constituency for smart-home products.
  • Voice assistant usage is also relatively advanced in the US. More than a third (35.0%) of internet users had used voice search or voice command tools like Siri or Cortana in the past month. Voice search was most common in the 16-to-24 age bracket (46.1%) and declined in direct correlation with rising age to 21.9% among respondents ages 55 to 64.


Karin von Abrams


Joanne DiCamillo
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Stephanie Meyer
Senior Production Artist
Heather Price
Deputy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor