How does a data-driven marketing company take stock of the events of the past year? With stats, facts, and numbers, of course!

As we prepare for the year ahead, let’s take a look back on the consumer trends and behaviors that have defined the past 365 days. We quantify the most popular tech devices and how Americans use them, explore the ways shoppers consume everything from media to marketing messaging, and measure attitudes towards topical issues such as tax reform and the contested NFL protests.

Check out all the 2017 facts that made our year-by-the-numbers list below:

The Devices That Define Us


  1. A not-so-surprising 2017 fact: When it comes to device usage, 55% of Americans said they spent most of their time using their smartphone over the past year.
  2. Compared to other devices, 67% of consumers use their smartphone most often to check emails.
  3. 72% of Americans have 1-5 gaming apps on their smartphone.
  4. Women are much more likely to spend time on social media apps than men (37.4% vs. 27.4%).
  5. Category specific apps are on the rise: 1 in 3 Americans use mobile apps for banking, 1 in 5 use fitness apps to augment their exercise routine, and 1 in 4 use mobile apps for booking and navigating travel.

Streaming Devices

  1. 59% of millennials use a streaming video player to access content.
  2. Roku (27%) and Amazon Fire TV (19%) are the most widely used streaming devices among Americans who stream content.
  3. 29% of millennials cite the convenience of streaming on any device as the main reason for subscribing to a streaming service.
  4. 64% of consumers would NOT be willing to pay more for a video streaming service to avoid ads.


  1. Among US consumers who have an iPhone, 15% say they own an Apple Watch.
  2. Apple Watch owners are not tiring of their wearable gadget; nearly half (45%) say they use the device more frequently than when they first bought it.
  3. Nearly half (49%) of Apple Watch owners mainly use their watch for health and fitness monitoring. On the flip side, fewer are using the Apple Watch for shopping (10%, down from 17% in 2016).

Want more information on the devices Americans use most often? Download our full Devices and Demographics report here.

Breaking Down Behavioral Trends


  1. 28% of Americans would be more likely to shop on their mobile device if there were easier navigation.
  2. Americans make purchases on both mobile apps and mobile websites at an even rate (51% vs. 49%, respectively).
  3. 54% of Americans use their smartphones most often when making an online purchase.
  4. About a third of adults living in the US have an Amazon Prime membership — that translates to roughly 86 million members.
  5. Almost half of Americans have purchased a product on a website after receiving an email about it.
  6. 27% of Americans have used a virtual assistant on a phone or a standalone device to make a purchase. (Alexa’s favorite 2017 fact)
  7. 28% of millennials subscribe to a beauty subscription box, with Birchbox topping the list as the most popular.
  8. Meal kit subscriptions are most popular among millennials, with 24% signed up to have a meal kit subscription box delivered to their door each month.


  1. A harsh 2017 fact for cable providers –73% of American consumers have cut the cord and stopped subscribing to their cable service.
  2. While 67% of Americans have access to at least one video streaming service, only 49% of those actually pay for the service. (1 in 4 share passwords to get their content fix).
  3. Nearly three quarters of Americans who have access to a video streaming service watch original content.
  4. Perhaps our most relatable 2017 fact — 61% of Americans prefer to binge an entire season of a series at once versus waiting for weekly episodes.
  5. 74% of American consumers would subscribe to a streaming service that allowed them to watch live football on any device.
  6. 44% of millennials are likely to watch streaming video on Facebook.

Our Streaming Services report takes a closer look at the demise of cable and Americans’ new watching habits. Download it here for more 2017 facts.


  1. 51% of Gen Z consumers use Facebook for direct messaging.
  2. 34% of Americans cite messaging as the primary reason for using their smartphone.
  3. Nearly 1 in 4 Americans check their emails as they arrive.
  4. A 2017 fact (and wake up call) for email marketers — 56% of consumers say they receive way too many marketing emails.
  5. 42% of Americans prefer to receive marketing emails from a brand less than once a month.
  6. Over 50% of Americans subscribe to an email list for special offers and discounts.
  7. Nearly half (45%) of consumers over the age of 35 get information about holiday sales from newspaper and magazine ads.


  1. 69% of the total U.S. population listen to music everyday.
  2. 1 in 4 Americans pay for at least one audio streaming subscription.
  3. YouTube (66%) and Pandora (63%) are the most popular audio streaming services among those who listen to any streaming audio.
  4. Gen Z consumers are the more likely to pay for audio subscriptions, with Apple Music (19%) and Spotify (17%) ranking as the most popular among this audience.
  5. Among those who subscribe to an audio streaming service, 40% cite access to ad free music as their top reason for paying the monthly fee.
  6. As compared to millennials and the 35 and over set, 51% of Gen Z consumers listen to music at work, 49% listen while at the gym, 36% listen on public transportation, and 84% listen at home.


  1. While 59% of Americans who are currently job searching are looking for full-time work, our 2017 facts reveal that nearly half will settle for a part time gig to earn extra money.
  2. 61% of those looking for work are searching on job websites.
  3. Women are 23% more likely than men to value flexible work schedules.
  4. Men are more likely to be looking for full-time work than women (63% vs. 55%).
  5. 75% of Americans say that job stability is the most important factor when looking for employment opportunities.
  6. Nearly 60% of Americans looking for work consider jobs that do not require any specific education or experience.
  7. Nearly one third of Americans are interested in gig economy jobs that provide free-lance on-demand work opportunities (think Uber and TaskRabbit).
  8. More than half of Americans looking for work would consider a seasonal job.

Americans React to Hot Topics in Tech, Politics, and Retail


  1. Google was named the most necessary of the top tech companies, with 41% of Americans saying it would be the hardest to live without.
  2. Most Americans (40%) believe that in 50 years, 100% of the energy on Earth will come from renewable sources, like wind or solar.
  3. 60% of US consumers believe that in 10 years, most Americans will have smartwatches.
  4. 54% of Americans predict that self-driving cars will be widely used in the next 50 years.

What other tech innovations do Americans foresee in the next 50 years? Find out here.


  1. A 2017 fact for the president: While over half of Trump supporters believe that the new tax plan will stimulate the economy and help the middle class, most non-supporters (51%) believe it’s simply a tax break for the wealthy and will increase the budget deficit (30%).
  2. 60% of Americans believe inheritance should not be taxed – which will be enacted under Trump’s tax plan – though 17% of non-Trump supporters want inheritances over one million dollars to be taxed.
  3. 64% of all Americans would like their tax dollars to be used primarily for healthcare and education.

Political Protests

  1. Most Americans (77%) do not believe a football field is an appropriate place for political protest. At the same time, huge football fans are much more likely to report the football field as an appropriate place to protest, at 32% compared to 16% of Americans who do not watch football. Do your views on the right to protest align with this 2017 fact?
  2. Football fans are also more likely to support the Black Lives Matter movement, with 46% reporting that they approve of it, compared to only 23% for those who do not follow football.
  3. Almost half of huge football fans (47%) and Americans who sometimes watch football (40%) agree that President Trump is trying to divert attention from other, more important issues by stirring up controversy and divisiveness.

Want to learn more about Americans’ reactions to this year’s NFL protests? Check out our full blog post here.

Brand Loyalty

  1. Companies in the retail and CPG categories enjoy the highest levels of brand loyalty, followed by smartphone and game console companies.
  2. 18% of Gen Z consumers stopped purchasing from a brand after receiving an offensive ad from them.
  3. Starbucks, Chick-Fil-A, Panera Bread, Dunkin Donuts, and In-N-Out Burger, are the top 5 quick serve restaurants when it comes to consumer loyalty.
  4. When choosing an airline, Americans are most likely to stand by Southwest Airlines, Hawaiian Airlines, and Delta.