In the past year, we've witnessed a growing number of ways in which Americans can acquire and view entertainment content, in both physical and digital formats. As the breadth and depth of entertainment and media has proliferated, so have the number of consumer-friendly technologies you can now find in the average American household. While we continue to rely on an established set of consumer electronics to access and manage our video, music, and games, the rapid advancement of digital content and high-definition formats have served as a change agent spawning a new wave of next generation devices, services and platforms that are popping up in our homes and lives.
The trends in technology reflect a market that is in rapid and uncertain evolution. The line between data-centric devices such as the PC and mobile phone and media-centric devices such as TVs and portable media players continues to blur because consumers are increasingly demanding devices that can seamlessly handle both of these functions in one easy-to-use interface. Device and hardware manufacturers are under competitive pressure to bring compelling products to the market first. To stay ahead of the competition, consumer technology manufacturers (as well as service and content providers) must constantly enhance their products to support emerging media, all while product life cycles are accelerating.
Recent findings from Ipsos studies show how we have been tracking these developments, providing witness to the growing technology inventory in consumers' lives. In addition, increasing consumer awareness and adoption of these technologies is bleeding over into other consumer domains, altering the status quo in mobile devices and demand for in-vehicle features and options. The ubiquity of consumer technology in our lives, combined with innovations in content quality and formats, is poised to create a game-changing environment for technology companies in the coming year.
During this presentation, senior members of the Ipsos MediaCT explore how digital media devices are evolving and how Tech marketers can take advant