Market Research Logo

Digital Trends Autumn - UK - September 2015

Digital Trends Autumn - UK - September 2015

"The impact of the newfound popularity of ‘phablets’ (5”+ smartphones) cannot be understated. Phablets have not just put a dent into sales in the neighbouring tablet market but also look set to radically change mobile behaviour. There are already signs that the increased uptake of larger screens has broken down one of the major barriers previously experienced by smartphone users, who are now more willing to conduct complex or time-consuming activities on their mobile phone. Essentially more consumers are viewing their phones as ‘mini computers’, as making a phone call almost becomes a by-product rather than a primary function."

- Paul Davies, Senior Leisure & Technology Analyst

This report discusses the following key topics:

Household ownership of consumer technology products
The phablet revolution
Phablets trigger more smartphone activity
Phablet users interested in targeted ads


OVERVIEW
Overview
Covered in this report
EXECUTIVE SUMMARY
Household ownership of consumer technology products
Figure 1: Household ownership of consumer technology products, April and June 2015
Nearly a third of consumers expect to buy a new smartphone in the next year
Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
The phablet revolution
Figure 3: Ownership of smartphones, by screen size, June 2015
Phablets trigger more smartphone activity
Figure 4: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
Phablet users interested in targeted ads
Figure 5: Attitudes towards digital advertising, by smartphone screen size, June 2015
THE CONSUMER
What you need to know
Smart TVs enter more homes
Three quarters have a smartphone
Uncertain future for the tablet market
The phablet revolution
Young consumers think ‘mobile first’
Phablets trigger more smartphone activity
Young consumers more open to personalised ads
Consumer technology products – Overview
Household ownership of consumer technology products
Figure 6: Household ownership of consumer technology products, April and June 2015
Personal ownership of consumer technology products
Figure 7: Personal ownership of consumer technology products, April and June 2015
Planned purchase or upgrade of consumer technology products
Figure 8: Plans to purchase or upgrade consumer technology products (at any point in the future), April and June 2015
Figure 9: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
Consumer technology products – Television
Ownership
Figure 10: Household ownership of televisions, by type, April and June 2015
Figure 11: Household ownership of smart and 3D televisions, January 2012-June 2015
Plans for purchase or upgrade
Figure 12: Plans to purchase televisions, by timescale, April and June 2015
Major sporting events give brands a chance to convert the most engaged
Figure 13: Plans to purchase televisions in the next 12 months, by gender and age, June 2015
Consumer technology products – Computers
Ownership
Figure 14: Household ownership of computers, by type, January 2012-June 2015
Plans for purchase or upgrade
Figure 15: Plans to purchase or upgrade computers, by timescale, June 2015
Multiple form factor ownership on the rise
Figure 16: Household ownership of computers, by form factor, June 2015
Tablet screen size
Figure 17: Ownership of tablets, by screen size, June 2015
Portability a bigger factor for Millennials
Figure 18: Ownership of tablets, by screen size, by generation, June 2015
Consumer technology products – Mobile phones and smartwatches
Ownership of mobile phones
Figure 19: Ownership of mobile phones, January 2012-June 2015
Figure 20: Ownership of mobile phones and smartwatches, by age, June 2015
Ownership of smartwatches
Figure 21: Ownership of smartwatches, June 2014-June 2015
Plans for purchase or upgrade
Figure 22: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, June 2015
Smartphone screen size
Figure 23: Ownership of smartphones, by screen size, June 2015
Phablets cannibalising mini tablet market
Figure 24: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
Internet access
Devices used to access the internet
Figure 25: Devices used to access the internet in the last three months, June 2015, and percentage point change between June 2014
and June 2015
Repertoire analysis
Figure 26: Repertoire of devices used to access the internet, June 2014 and June 2015
Generations apart
Figure 27: Repertoire of devices used to access the internet, by generation, June 2015
Online access
Online activities performed
Figure 28: Online activities performed in the past three months, June 2014-June 2015
Online activities by device
Figure 29: Online activities performed in the past three months on a computer, June 2015
Figure 30: Online activities performed in the past three months on a tablet, June 2015
Figure 31: Online activities performed in the past three months on a smartphone, June 2015
PC activity cannibalised by mobile
Figure 32: Online activities performed in the past three months, by device, June 2014 and June 2015
Phablets trigger more smartphone activity
Figure 33: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
Attitudes towards digital advertising
Privacy concerns are still prominent
Figure 34: Attitudes towards digital advertising, June 2015
Young consumers more open to personalised ads
Figure 35: Attitudes towards personalised advertising, by age, June 2015
Phablet users interested in targeted ads
Figure 36: Attitudes towards digital advertising, by smartphone screen size, June 2015
European comparisons
Internet access
Figure 37: Devices used to access the internet in the last three months, June/August 2015
Ownership of consumer technology products
Figure 38: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2015
Figure 39: Household ownership of computers in France, Germany, Italy, Spain and the UK, June/August 2015
Figure 40: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, June/August 2015
Smartphone screen size
Figure 41: Smartphone screen sizes owned in France, Germany, Italy, Spain and the UK, June/August 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report