Market Research Logo

Digital Trends Summer - UK - June 2015

Digital Trends Summer - UK - June 2015

"As the UK economy improves, unemployment falls, and more young people find jobs, the outlook for the consumer technology market is promising. Millennials (16-35) remain key adopters of new technology."

This edition of Digital Trends examines the trends in consumer technology and digital media in the UK, looking at changes in device ownership and consumers’ purchasing intentions. It focuses on a broad range of devices, particularly televisions, desktops, laptops, tablets, smartphones, and smartwatches. It also looks at how consumers access the internet, what they are doing online, and what devices they are using to do so.


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Specialist devices continue to decline
Figure 1: Household ownership of consumer technology products, November 2014 and April 2015
Potential for home cinema systems
Smart TVs on the up but face tough competition
Figure 2: Household ownership of TVs, April 2015
Fathers are key targets
Tablets continue to outperform desktops
Personal ownership; women favour tablet devices
Figure 3: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
Evolution of the laptop
Figure 4: Types of laptop in the home, April 2015
Smartphones ownership races ahead, basic models decline
Figure 5: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
Internet access via televisions growing
Online activities
Research sources
Figure 6: Research done through a professional review website, April 2015
Consumers want smartphones, laptops and TVs
Figure 7: Plans to eventually upgrade consumer technology products, April 2015
THE CONSUMER
Consumer technology products – Overview
Consumer confidence on the rise
Figure 8: Financial situation, March 2015
Household ownership of specialist devices
Figure 9: Household ownership of consumer technology products, November 2014 and April 2015
Over half of young women own a console
Connected TVs appeal
Home cinema systems decline but potential is there
Personal ownership: laptops, tablets, and smartphones remain strongest
Figure 10: Personal ownership of consumer technology products, November 2014 and April 2015
Specialist devices falling out of favour
Figure 11: Cannon Europe’s ‘City Climbers’ advertising campaign
Plans for purchase; consumers want smartphones, laptops and TVs
Figure 12: Plans to eventually upgrade consumer technology products, April 2015
Figure 13: Plans to upgrade consumer technology, by timescale, April 2015
Consumer technology products – Televisions
Figure 14: Household ownership of TVs, April 2015
Internet access via TV low, but on the rise
Figure 15: Internet access through an internet-enabled television, April 2015
Plans to purchase; fathers are key targets
Figure 16: Plans to purchase or upgrade TV, April 2015
Figure 17: Plans to purchase or upgrade TV by timescale, April 2015
Personalisation is the next step
Consumer technology products – Computers, tablets, e-readers
Desktops, tablets, laptops, and e-readers in homes
Figure 18: Household ownership of desktops, tablets laptops, and e-readers, November 2014 and April 2015
Personal ownership; women favour tablet devices
Figure 19: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
Gamification’s learning potential
Figure 20: Personal ownership of laptop computers, tablets, and e-readers, December 2013-April 2015
Older generations open to tablets, and keen on e-readers
Figure 21: Personal ownership of laptops, tablets and e-readers, by age, April 2015
Plans for purchase or upgrade: desktops, laptops, tablet, e-readers
Figure 22: Plans for purchase or upgrade of desktops, laptops, tablet, and e-readers, April 2015
Multiple sources for internet access
Figure 23: Plans to upgrade or purchase device at some point in the future, April 2015
Consumer technology products – Laptop types
Figure 24: Types of laptop in the home, April 2015
Ultrabook owners highly engaged
Figure 25: Personal consumer technology product ownership, by types of laptop in home, April 2015
Chromebook’s simplicity is powerful
Consumer technology products – Mobile phones and smartwatches
Personal ownership of mobiles, basic versus smart
Figure 26: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
Figure 27: Personal ownership of mobile phones, January 2012-April 2015
Smartphones’ all-in-one ability
Smartphones as an empowering device
Financial situation not a key determinant for smartphone ownership
Smartphone is most wanted device within the next year
Figure 28: Plans to purchase or upgrade mobile phones, basic versus smart, April 2015
Smartwatch ownership yet to pick up
Figure 29: Plans to purchase or upgrade a smartwatch, April 2015
Internet access
Figure 30: Internet access, November 2014 and April 2015
Internet access spreading across multiple devices
High-activity 16-34s: channels to market
Figure 31: Repertoire of number of ways internet is accessed, April 2015
Online activities
Figure 32: Online activities in the past three months, November 2014 and April 2015
Media sharing and casual internet games popular among women
Online activities by device
Figure 33: Online activities by device, April 2015
Online shopping falls, while use of paid news sites increases
Figure 34: Other online activities in the past three months, November 2014 and April 2015
Map apps see growth
Mobile payments to increase smartphone shopping
Figure 35: Other online activities on device, April 2015
Consumer online research habits
Figure 36: Online research, April 2015
Social networking sites
Figure 37: Online research channel; research done through a social networking website, April 2015
Price comparison sites
Figure 38: Online research channel; research done through a price comparison website, April 2015
Customer review websites
Figure 39: Online research channel; research done through a customer review website, April 2015
Professional review sites
Figure 40: Online research channel; research done through a professional review website, April 2015
Brand/company websites
Figure 41: Online research channel; research done through a brand or company website, April 2015
Deal/voucher websites
Figure 42: Online research channel; research done through a deal or voucher website, April 2015
CHAID Analysis – Digital trends summer – June 2015
Methodology
Key target groups for consumer technology purchases
Figure 43: Plan to purchase/upgrade technology products – CHAID – Tree output, April 2015
Figure 44: Plan to purchase/upgrade technology products – CHAID – Table output, April 2015
APPENDIX
Data sources, abbreviations and supporting information
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