By  on May 25, 2017

If pressed to forego coffee or their computers, most Americans would opt for the former.A new Intel study conducted by Ipsos reviewed the state of computer reliance of U.S. consumers. The survey that was executed by Ipsos polled more than 2,500 Americans over the age of 18 in March 2017. The goal was to analyze current perspectives on computer usage, personal technology, smart home technology, virtual reality and gaming.The study found that despite an increasingly reference to smartphones, Americans still look to their desktops as their primary device. “Nearly eight in 10 Americans surveyed report that even though they have other devices, they rely on their computers do the things those smartphones, tablets and other devices cannot,” said the report.The study discovered that Americans are not only building a logistical reliance on their computers — they’re depending on their computers emotionally as well. “The study also revealed that almost half (46 percent) of Americans surveyed reporting they need their computer as much as their best friend and 63 percent feeling less connected to others without their computer,” the report said.What’s more, computers are becoming more integral components of Americans’ daily lives. “On average, Americans surveyed report they can go 18 days without talking to their family members but only 13 days without their computer this year,” the report said. What’s more, participants shared that they could go 53 days without caffeine, 19 days without carbohydrates and 50 days without cash — they could only last 13 days without their computer. The report said that 68 percent of participants would have anxiety if they couldn’t access their computer.The survey found that participants continue to prefer to use desktops for frequent activities. “The top three things Americans prefer to do on their computers versus other devices are online shopping (66 percent), watching and streaming TV shows and movies (62 percent) and editing content like photos and videos (49 percent),” the report said.Given the ongoing relationship Americans have built with their desktops, brands and retailers are charged with devising seamless omnichannel platforms that are versatile in a multitude of channels. While mobile experiences are critical to brands’ survival, cloud-based baskets and well-integrated personalization methods with help bolster loyalty.More on Consumer Behavior from WWD:Memorable Marketing: Key Strategies to Draw ConsumersAugmented Reality Usage Rates Set to Soar Due to Social MediaFor Millennials, Sharing is Caring

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