Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The new era of living in a smart, connected home has begun
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- Figure 1: Ownership of digital products, 2015-17
- “Safety” the most desired smart home feature
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- Figure 2: Interest in benefits of a smart home, March 2017
- Lack of compelling functions pushes consumers away
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- Figure 3: Trends of using different digital products, March 2017
- Increasing product usage does not rely on blindly adding more functions
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- Figure 4: Top three reasons for using each digital product less often, March 2017
- Sense of assurance and low error cost lead to purchase
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- Figure 5: Factors that encourage consumers to make a purchase, March 2017
- Staying online: a norm but not an obsession
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- Figure 6: Attitudes towards digital products, March 2017
- What we think
Issues and Insights
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- Desire to live in a home which knows me more than I do
- The facts
- The implications
- Access to “unlimited” services
- The facts
- The implications
- The rising demand of embedding security features into digital products
- The facts
- The implications
The Consumer – What You Need to Know
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- Consumers have higher expectation on quality of digital products
- Seeking a healthy and active lifestyle offline is a barrier to usage
- Demand for a good balance between online and offline
Changes in Product Ownership
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- The digital products market has just reached a major millstone
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- Figure 7: Ownership of smartphone, laptop, desktop, digital/video camera, tablet and smart TV, 2013-17
- Smartphones still have room to grow especially in lower tier cities
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- Figure 8: Smartphone ownership, by city, March 2017
- Figure 9: Smartphone ownership, UK, America and China, 2013-16
- Four mainstream digital products are in great danger
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- Figure 10: Ownership of laptop, desktop, digital/video camera and tablet, by age, March 2017
- Single-function products need unique innovations to improve sales
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- Figure 11: The number of owners of e-reader and gaming console, 2015-17
- Noticeable growth in emerging digital products
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- Figure 12: The number of owners of wearables, smart home appliances and drones, by 2015-17
- Owner profiles of different niche digital products
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- Figure 13: User profile of niche digital products, March 2017
- Quality is more important than quantity
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- Figure 14: The number of digital products consumers own, by household income, March 2017 and 2015-17
- Figure 15: Average number of digital products owned, by monthly household income, 2016 and 2017
Trends in Product Usage
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- Wearables and smart home appliances rank high in usage increase
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- Figure 16: Trends of using different digital products, March 2017
- Winning and losing digital categories
- Desire for more offline time and activities
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- Figure 17: Percentage of consumers who have used various digital products more often, 2016 and 2017
Reasons for Using Less Often
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- Lapsed consumers are keen to seek powerful product functions as well as a healthy lifestyle
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- Figure 18: Top three reasons for consumers using the following digital products less often, March 2017
- Growth opportunity for mainstream digital products: targeting one special area to deliver great, specific function
- Growth opportunity for gaming console: position it as a healthy and meaningful way of relaxation
- Growth opportunity for e-readers: provide customised, “smart” services
Interest in Smart Home Features
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- Addressing security concerns is the most desired
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- Figure 19: Interest in benefits of a smart home, March 2017
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- Figure 20: Interest in selected benefits of smart home, by dad and mum, March 2017
- Personal information plus home data are the king
- 30-39s have the most demand for a connected lifestyle
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- Figure 21: Monthly household income of consumers, by age, March 2017
- 40-49s got good potential to become smart home users
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- Figure 22: Interest in selected benefits of smart home, by age, March 2017
First-time Purchase Triggers
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- After-sales service comes first
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- Figure 23: Selected factors that encourage consumers to make a purchase, March 2017
- Recommendation from experts matters more than that from friends
- Showing off is not a strong motivation
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- Figure 24: Selected factors that encourage consumers to make a purchase, by age, March 2017
Attitudes towards Digital Products
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- Excited about new technology but not addicted to staying online
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- Figure 25: Attitudes towards digital products, March 2017
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- Figure 26: Attitudes towards digital products, by consumer classification, March 2017
- Not a men’s world any more
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- Figure 27: Attitudes towards digital products, by gender, March 2017
- We are wrong about young consumers loving digital life most
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- Figure 28: Attitudes towards digital products, by age, March 2017
- Use of digital devices by young children will be on the rise
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- Figure 29: Attitudes towards digital products, by presence of children in household, March 2017
Meet the Mintropolitans
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- Passion for technology has been increasing
- The next big hit: a connected home
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- Figure 30: Percentage of consumers who use the following digital products more often, by consumer classification, March 2017
- Desire for seamless switching and sharing between devices
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- Figure 31: The number of respondents who use the following digital products more often, by consumer classification, March 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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