Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Broadband penetration
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- Figure 1: Broadband penetration, by age, 2004-11
- Device ownership
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- Figure 2: Electronic devices have at home, October 2011
- Television and television services
- Video games consoles
- Computers
- Other portable devices
- Internet usage
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- Figure 3: Top 15 internet activities performed from a computer, October 2010-October 2011
- Mobile usage
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- Figure 4: Top 15 internet activities performed from a mobile phone, October 2010-October 2011
- Buying behaviours
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- Figure 5: Types of products purchased on the internet in the last three months, October 2011
- Special focus – digital engagement with brands
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- Figure 6: Online activities performed to learn more about a product or service, October 2011
- Figure 7: Facebook users’ engagement with brands via social media, October 2011
- What we think
Who’s Innovating?
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- Key points
- Online retailing meets offline experience
- eBay pops up
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- Figure 8: eBay Christmas Boutique in London, December 2011
- ‘Wireless Gigabit’ one step closer to making wire-free homes a reality
- Paying with digital wallets
- Ultrabooks enter the laptop market
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- Figure 9: Acer’s first ultrabook, the Aspire S3
- Google teams up with Citizens Advice Bureau to promote web safety
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- Figure 10: Screenshot from Google’s ‘Good to Know’ online campaign regarding personalisation features, October 2011
- Free wi-fi when you shop
Broadband Penetration
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- Key points
- Internet access still eludes 17% of population
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- Figure 11: Broadband penetration, by age, 2004-11
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- Figure 12: Broadband penetration, by socio-economic group, 2004-11
- Fast mobile broadband springs up in various spots across the country
- Sky tops customer service satisfaction for fixed broadband services
Device Ownership Analysis
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- Key points
- Device ownership
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- Figure 13: Electronic devices have at home, October 2011
- Television and television services
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- Figure 14: Type of television and television-related devices/services have at home, by age, October 2011
- Figure 15: Type of television and television-related devices/services have at home, by region, October 2011
- Figure 16: Type of television and television-related devices/services have at home, by socio-economic group, October 2011
- Londoners fall behind the HD curve
- Blu-ray opportunities in Yorkshire and Humberside
- Betting big on streaming media for home entertainment
- Video games consoles
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- Figure 17: Video games consoles have at home, by age, October 2011
- Figure 18: Video games consoles have at home, by region, October 2011
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- Figure 19: Video games consoles have at home, by socio-economic group, October 2011
- PlayStation Vita prices confirmed for the UK
- Xbox on course to win the hearts of older consumers
- Computers
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- Figure 20: Computers have at home, by age, October 2011
- Figure 21: Computers have at home, by region, October 2011
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- Figure 22: Computers have at home, by socio-economic group, October 2011
- The end of netbooks is nigh
- Amazon fired up over tablets
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- Figure 23: Amazon Kindle Fire
- Floods in Thailand will push computer prices up
- Other portable devices
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- Figure 24: Other portable devices have at home, by age, October 2011
- Figure 25: Other portable devices have at home, by region, October 2011
- Figure 26: Other portable devices have at home, by socio-economic group, October 2011
- Can Nokia illuminate with Lumia?
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- Figure 27: Smartphone market share, by platform, 3-month average to October 2011
- WH Smith and Kobo looking to snuff out Amazon’s Fire in the e-reader market
Internet Usage Experiences
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- Key points
- Online activities from a home computer
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- Figure 28: Activities performed on the internet from a home computer in the last three months, November 2009 October 2011
- Figure 29: Top 15 internet activities performed from a computer, October 2010-October 2011
- Google opens its social network to brands
- Music in the cloud
- BBC homepage gets a new look and much more
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- Figure 30: BBC homepage before and after re-launch in November 2011
Mobile Usage Experiences
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- Key points
- Online activities from a mobile phone
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- Figure 31: Activities performed on the internet from a mobile phone in the last three months, October 2011
- Figure 32: Top 15 internet activities performed from a mobile phone, October 2010-October 2011
- Interactive adverts only a small blip in mobile usage
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- Figure 33: Example of a Quick Response (QR) code
- Figure 34: Tesco’s ‘Big Price Drop’ campaign before and after blippar interaction
- One million mobile apps
- Personal assistants in all gadgets
- Adobe says goodbye to mobile Flash
- Secret software on mobiles that tracks your every move
Buying Behaviours
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- Key points
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- Figure 35: Types of products purchased on the internet in the last three months, October 2011
- UK closes Channel Islands VAT loophole
- Bye-bye to Best Buy UK
- Google, your personal shopping assistant
- Window shoppers no longer leave stores empty-handed
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- Figure 36: Ocado’s virtual pop-up shop in London, August 2011
Digital Engagement with Brands: Learning about Products and Services
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- Key points
- Search engines still top for product information
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- Figure 37: Online activities performed to learn more about a product or service, October 2011
- Figure 38: Using search engines to learn more about a product or service, by age, October 2011
- Review websites still under-utilised by the worse-off
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- Figure 39: Using review websites to learn more about a product or service, by socio-economic group and gross annual household income, October 2011
- Younger consumers use social networks for product information
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- Figure 40: Using social networks to learn more about a product or service, by age, October 2011
- Figure 41: Use of social networks amongst 16-34-year-olds to learn more about a product or service, by socio-economic group, October 2011
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- Figure 42: Using social networks to learn more about a product or service, by annual household income, October 2011
- Digital engagement via Twitter so far reserved for early adopters
Digital Engagement with Brands: The Importance of Digital Offerings in Purchase Decision-making
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- Key points
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- Figure 43: Importance of digital offerings when making a potential purchase of a product or service online, October 2011
- Will company websites become less important?
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- Figure 44: Company website as an important digital offering when making a potential purchase of a product or service online, by age, October 2011
- Buying directly from the company
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- Figure 45: Being able to buy directly from company website as an important digital offering when making a potential purchase of a product or service online, by age, October 2011
- Product reviews are important, especially if they are ‘independent’
Digital Engagement with Brands: Consumer Attitudes
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- Key points
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- Figure 46: Consumers’ engagement with brands via social media, October 2011
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- Figure 47: Consumers’ attitudes towards digital engagement with brands, October 2011
- Digital engagement of Facebook users
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- Figure 48: Facebook users’ engagement with brands via social media, October 2011
- Social recommendations slowly gaining acceptance
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- Figure 49: Agreement with the statements “I am more likely to buy a product/service if I see my friends have positively commented or ‘liked’ it on social networks” and “I like websites that show my social network friends ‘liking’ a particular product/service”, by age, October 2011
- Targeted ads more welcome than generic ads
- Mobile price comparison still a niche activity
Appendix – Broadband Penetration
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- Figure 50: Broadband penetration, by demographics, 2006-11
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Appendix – Device Ownership
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- Figure 51: Electronic devices have at home, October 2011
- Figure 52: Most popular electronic devices have at home, by demographics, October 2011
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- Figure 53: Next most popular electronic devices have at home, by demographics, October 2011
- Figure 54: Other electronic devices have at home, by demographics, October 2011
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Appendix – Internet Usage Experiences
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- Figure 55: Activities performed on the internet from a home computer in the last three months, November 2009 October 2011
- Figure 56: Most popular activities performed on the internet from a home computer in the last three months, by Demographics, October 2011
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- Figure 57: Next most popular activities performed on the internet from a home computer in the last three months, by Demographics, October 2011
- Figure 58: Other activities performed on the internet from a home computer in the last three months, by Demographics, October 2011
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- Figure 59: Least popular activities performed on the internet from a home computer in the last three months, by Demographics, October 2011
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Appendix – Mobile Usage Experiences
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- Figure 60: Activities performed on the internet from a mobile phone in the last three months, October 2011
- Figure 61: Most popular activities performed on the internet from a mobile phone in the last three months, by demographics, October 2011
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- Figure 62: Next most popular activities performed on the internet from a mobile phone in the last three months, by demographics, October 2011
- Figure 63: Other activities performed on the internet from a mobile phone in the last three months, by demographics, October 2011
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- Figure 64: Least most popular activities performed on the internet from a mobile phone in the last three months, by demographics, October 2011
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Appendix – Buying Behaviours
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- Figure 65: Types of products purchased on the internet in the last three months, October 2011
- Figure 66: Most popular types of products purchased on the internet in the last three months, by demographics, October 2011
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- Figure 67: Next most popular types of products purchased on the internet in the last three months, by demographics, October 2011
- Figure 68: Other types of products purchased on the internet in the last three months, by demographics, October 2011
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- Figure 69: Least most popular types of products purchased on the internet in the last three months, by demographics, October 2011
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Appendix – Digital Engagement with Brands: Learning about Products and Services
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- Figure 70: Online activities performed to learn more about a product or service, October 2011
- Figure 71: Online activities performed to learn more about a product or service, by demographics, October 2011
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- Figure 72: Online activities performed to learn more about a product or service, by online activities performed to learn more about a product or service, October 2011
- Figure 73: Online activities performed to learn more about a product or service, by consumes’ engagement with brands via social media, October 2011
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Appendix – Digital Engagement with Brands: Importance of Digital Offerings in Purchase Decision-making
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- Figure 74: Importance of digital offerings when making a potential purchase of a product or service online, October 2011
- Figure 75: Most Important digital offerings when making a potential purchase of a product or service online, by Demographics, October 2011
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- Figure 76: Next most Important digital offerings when making a potential purchase of a product or service online, by Demographics, October 2011
- Figure 77: Importance of digital offerings when making a potential purchase of a product or service online, October 2011, by most Important digital offerings when making a potential purchase of a product or service online, October 2011, October 2011
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- Figure 78: Importance of digital offerings when making a potential purchase of a product or service online, October 2011, by next most important digital offerings when making a potential purchase of a product or service online, October 2011, October 2011
- Figure 79: Importance of digital offerings when making a potential purchase of a product or service online, by online activities performed to learn more about a product or service, October 2011
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Appendix – Digital Engagement with Brands: Consumer Attitudes
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- Figure 80: Consumers’ engagement with brands via social media, October 2011
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- Figure 81: Consumers’ engagement with brands via social media, by demographics, October 2011
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- Figure 82: Consumers’ engagement with brands via social media, by consumers’ engagement with brands via social media, October 2011
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- Figure 84: Consumers’ attitude towards digital engagement with brands, October 2011
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- Figure 85: Most popular consumers’ attitude towards digital engagement with brands, by demographics, October 2011
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- Figure 86: Next most popular consumers’ attitude towards digital engagement with brands, by demographics, October 2011
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