Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- Tablet ownership flattening out around 60% while smart TV is now firmly established
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- Figure 1: Household ownership of consumer technology products, December 2015-July 2016
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- Figure 2: Internet-connected and 3D TV ownership in TV households, July 2016
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- Figure 3: Number of TVs in household, July 2016
- Smartphone market also saturated but well placed for upgrades
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- Figure 4: Personal ownership of consumer technology products, December 2015-July 2016
- Parents emerge as key targets for imminent purchases
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- Figure 5: Plans to purchase or upgrade consumer technology products, by timescale, July 2016
- Signs of a continued decline in internet access via PC
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- Figure 6: Devices used to access the internet in the last three months, June 2013-July 2016
- Communication, sharing and content creation
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- Figure 7: Online social & content creation activities in the past three months, by device, July 2016
- Entertainment and news
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- Figure 8: Online news & entertainment activities in the past three months, by device, July 2016
- Brand interactions, reviews and comparisons
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- Figure 9: Online brand or product-related activities in the past three months, by device, July 2016
- Retail, finance and information
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- Figure 10: Online retail, finance and information-related activities in the past three months, by device, July 2016
- One in ten has experienced VR
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- Figure 11: Usage and awareness of VR headsets, July 2016
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- Figure 12: Interest in using VR headsets, July 2016
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- Figure 13: Activities interested in using a VR headset for, July 2016
Consumer Technology Products – Overview
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- Household ownership of consumer technology products
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- Figure 14: Household ownership of consumer technology products, December 2015-July 2016
- Personal ownership of consumer technology products
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- Figure 15: Personal ownership of consumer technology products, December 2015-July 2016
- Planned purchase or upgrade of consumer technology products
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- Figure 16: Plans to purchase or upgrade consumer technology products (net - at any point in the future), April and July 2016
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- Figure 17: Plans to purchase or upgrade consumer technology products, by timescale, July 2016
Consumer Technology Products – In-home Entertainment
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- Ownership
- Streaming services driving smart TV
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- Figure 18: Internet-connected and 3D TV ownership in TV households, July 2016
- Number of TVs in household
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- Figure 19: Number of TVs in household, July 2016
- Downward trend in DVD players not matched with a rise in Blu-ray
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- Figure 20: Ownership of in-home entertainment products, January 2012-July 2016
- Plans for purchase or upgrade
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- Figure 21: Plans to purchase or upgrade in-home entertainment products, by timescale, July 2016
Consumer Technology Products – Computing and Gaming
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- Ownership
- Tablet market focusing on replacements and upgrades
- Desktops in decline but opportunities remain
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- Figure 22: Household ownership of computers, January 2012-July 2016
- Can iterative updates reverse falling console ownership?
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- Figure 23: Ownership of static and portable games consoles, December 2013-July 2016
- Plans for purchase or upgrade
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- Figure 24: Plans to purchase or upgrade computers, by timescale, July 2016
Consumer Technology Products – Mobile Phones and Other Portable Devices
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- Ownership of mobile phones
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- Figure 25: Ownership of mobile phones, January 2012-July 2016
- Other portable devices
- Apple Watch 2 focussed on fitness, while Samsung keeps its options open
- E-readers keep their appeal as others about them are losing theirs
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- Figure 26: Ownership of other portable devices, June 2013-July 2016
- Plans for purchase or upgrade
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- Figure 27: Plans to purchase or upgrade mobile phones, smartwatches and e-readers, by timescale, July 2016
Internet Access
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- Figure 28: Devices used to access the internet in the last three months, June 2013-July 2016
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- Figure 29: Devices used to access the internet in the last three months, by other devices used, July 2016
- Figure 30: Repertoire of devices used to access the internet in the last three months, by devices used, July 2016
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Online Activities
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- Communication, sharing and content creation
- Messaging continues to grow in popularity as services evolve
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- Figure 31: Online social & content creation activities in the past three months, December 2015-July 2016
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- Figure 32: Online social & content creation activities in the past three months, by device, July 2016
- Snap gets physical with photo and video sharing
- Entertainment & news
- Video streaming shows long-term shift to mobile
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- Figure 33: Online news & entertainment activities in the past three months, December 2015-July 2016
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- Figure 34: Online news & entertainment activities in the past three months, by device, July 2016
- Mario to arrive on mobile
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- Figure 35: Casual internet gaming on a tablet or smartphone, by age, July 2016
- Brand interactions, reviews and comparisons
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- Figure 36: Online brand or product-related activities in the past three months, December 2015-July 2016
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- Figure 37: Online brand or product-related activities in the past three months, by device, July 2016
- Retail, finance and information
- The evolution of search
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- Figure 38: Online retail, finance and information-related activities in the past three months, December 2015-July 2016
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- Figure 39: Online retail, finance and information-related activities in the past three months, by device, July 2016
- Managing finances is now mainstream but security is still a concern
Virtual Reality
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- Premium VR headsets finally arrive
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- Figure 40: Usage and awareness of VR headsets, July 2016
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- Figure 41: Interest in using VR headsets, July 2016
- Gaming the clear starting point
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- Figure 42: Activities interested in using a VR headset for, by usage of and interest in using VR headsets, July 2016
- Other technology ownership points to targeting opportunities
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- Figure 43: Interest in VR activities, by ownership of selected technology projects, July 2016
European Comparisons
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- Figure 44: Methods used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, July 2016
- Figure 45: Household ownership of televisions in France, Germany, Italy, and Spain, July 2016
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- Figure 46: Household ownership of computers in France, Germany, Italy, Spain and the UK, July 2016
- Figure 47: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, July 2016
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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