Table of Contents
Introduction
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- Overview
- Covered in this report
Executive Summary
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- Household ownership of consumer technology products
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- 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
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- Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
- The phablet revolution
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- Figure 3: Ownership of smartphones, by screen size, June 2015
- Phablets trigger more smartphone activity
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- 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
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- Figure 5: Attitudes towards digital advertising, by smartphone screen size, June 2015
The Consumer – What You Need to Know
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- 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
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- Household ownership of consumer technology products
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- Figure 6: Household ownership of consumer technology products, April and June 2015
- Personal ownership of consumer technology products
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- Figure 7: Personal ownership of consumer technology products, April and June 2015
- Planned purchase or upgrade of consumer technology products
- Uncertain future for the tablet market
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- Figure 8: Plans to purchase or upgrade consumer technology products (at any point in the future), April and June 2015
- Nearly a third of consumers expect to buy a new smartphone in the next year
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- Figure 9: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
Consumer Technology Products – Televisions
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- Ownership
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- Figure 10: Household ownership of televisions, by type, April and June 2015
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- Figure 11: Household ownership of smart and 3D televisions, January 2012-June 2015
- Plans for purchase or upgrade
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- Figure 12: Plans to purchase televisions, by timescale, April and June 2015
- Major sporting events give brands a chance to convert the most engaged
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- Figure 13: Plans to purchase televisions in the next 12 months, by gender and age, June 2015
Consumer Technology Products – Computers
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- Ownership
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- Figure 14: Household ownership of computers, by type, January 2012-June 2015
- Plans for purchase or upgrade
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- Figure 15: Plans to purchase or upgrade computers, by timescale, June 2015
- Multiple form factor ownership on the rise
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- Figure 16: Household ownership of computers, by form factor, June 2015
- Tablet screen size
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- Figure 17: Ownership of tablets, by screen size, June 2015
- Portability a bigger factor for Millennials
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- Figure 18: Ownership of tablets, by screen size, by generation, June 2015
Consumer Technology Products – Mobile Phones and Smartwatches
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- Ownership of mobile phones
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- Figure 19: Ownership of mobile phones, January 2012-June 2015
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- Figure 20: Ownership of mobile phones and smartwatches, by age, June 2015
- Ownership of smartwatches
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- Figure 21: Ownership of smartwatches, June 2014-June 2015
- Plans for purchase or upgrade
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- Figure 22: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, June 2015
- Smartphone screen size
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- Figure 23: Ownership of smartphones, by screen size, June 2015
- Phablets cannibalising mini tablet market
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- Figure 24: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
Internet Access
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- Devices used to access the internet
- Nearly half connect with tablets; almost a fifth with smart TVs
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- 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
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- Figure 26: Repertoire of devices used to access the internet, June 2014 and June 2015
- Generations apart
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- Figure 27: Repertoire of devices used to access the internet, by generation, June 2015
Online Activities
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- Online activities performed
- On any device
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- Figure 28: Online activities performed in the past three months, June 2014-June 2015
- Online activities by device
- On a computer
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- Figure 29: Online activities performed in the past three months on a computer, June 2015
- On a tablet
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- Figure 30: Online activities performed in the past three months on a tablet, June 2015
- On a smartphone
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- Figure 31: Online activities performed in the past three months on a smartphone, June 2015
- PC activity cannibalised by mobile
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- Figure 32: Online activities performed in the past three months, by device, June 2014 and June 2015
- Phablets trigger more smartphone activity
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- Figure 33: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
Attitudes towards Digital Advertising
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- Privacy concerns are still prominent
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- Figure 34: Attitudes towards digital advertising, June 2015
- Young consumers more open to personalised ads
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- Figure 35: Attitudes towards personalised advertising, by age, June 2015
- Phablet users interested in targeted ads
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- Figure 36: Attitudes towards digital advertising, by smartphone screen size, June 2015
European Comparisons
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- Internet access
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- Figure 37: Devices used to access the internet in the last three months, June/August 2015
- Ownership of consumer technology products
- Televisions
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- Figure 38: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2015
- Computers, tablets and e-readers
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- Figure 39: Household ownership of computers in France, Germany, Italy, Spain and the UK, June/August 2015
- Mobile phones and smartwatches
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- Figure 40: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, June/August 2015
- Smartphone screen size
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- Figure 41: Smartphone screen sizes owned in France, Germany, Italy, Spain and the UK, June/August 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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