Table of Contents
Executive Summary
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- Smartphones remain the most-bought device despite the challenge of innovation
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- Figure 1: Ownership of mobile phones, January 2012-June 2019
- Smartwatch growth continues, with wearable camera ownership also on the rise
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- Figure 2: Ownership of wearable devices, November 2014-June 2019
- Signs of a resurgence in desktop ownership
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- Figure 3: Ownership of computers, January 2012-June 2019
- Peripherals driving growth in TV connectivity
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- Figure 4: Household TV connectivity, January 2019-June 2019
- News consumption leads to increased tablet activity
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- Figure 5: Online activities done in the last three months on a tablet, June 2017-June 2019
- People getting happier to use voice both in and out of home
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- Figure 6: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
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- Figure 7: Devices controlled by voice commands in the last three months, June 2019
Headline Data – Technology Ownership and Purchasing
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- Data highlights
- Mobile phone ownership
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- Figure 8: Ownership of mobile phones, January 2012-June 2019
- Wearable technology ownership
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- Figure 9: Ownership of wearable devices, November 2014-June 2019
- Other personal technology ownership
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- Figure 10: Ownership of digital/video cameras and portable games consoles, December 2013-June 2019
- Computer ownership
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- Figure 11: Ownership of computers, January 2012-June 2019
- Computer form factors
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- Figure 12: Ownership of computers, by form factor. June 2017-June 2019
- TV ownership
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- Figure 13: Household ownership of HD and Ultra HD 4K televisions, July 2016-June 2019
- TV connectivity
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- Figure 14: Household TV connectivity, January 2019-June 2019
- Other household technology ownership
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- Figure 15: Ownership of other household technology products, January 2012-June 2019
- Recent purchasing
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- Figure 16: Technology products bought in the last three months, June 2017-June 2019
- Planned purchasing
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- Figure 17: Technology products plan to buy in the next three months, June 2017-June 2019
Headline Data – Online Activities
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- Data highlights
- Activities on any device
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- Figure 18: Online activities done in the last three months on any device*, June 2017-June 2019
- Activities on a desktop/laptop
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- Figure 19: Online activities done in the last three months on a desktop/laptop, June 2017-June 2019
- Activities on a tablet
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- Figure 20: Online activities done in the last three months on a tablet, June 2017-June 2019
- Activities on a smartphone
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- Figure 21: Online activities done in the last three months on a smartphone, June 2017-June 2019
- Other digital activity
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- Figure 22: Other digital activity in the last three months, April 2017-June 2019
Headline Data – Special Focus: Voice
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- Data highlights
- Voice command use situations
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- Figure 23: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
- Devices controlled by voice
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- Figure 24: Devices controlled by voice commands in the last three months, June 2019
Key Trends This Quarter
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- New iPhone models tell the story of the smartphone market
- Continued smartwatch growth highlights wearables’ potential to combat screen fatigue
- Could esports drive a desktop market resurgence?
- Growth in peripherals as more TVs get connected
- Hybrid laptops see biggest growth in recent purchasing
- News drives increased online activity across the board
- Consumers showing increased willingness to use voice out of home
Insight: Positive Signs for Tablet Market as Usage Increases
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- News leads the way in increased tablet activity
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- Figure 25: Growth/decline in online activities, by device, January 2019-June 2019
- All-you-can-eat subscriptions can further boost paid news consumption
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- Figure 26: Apple News+ subscription service homepage
- Longer-form content is key for tablets
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- Figure 27: Type of online national newspaper article most willing to pay for, by devices used to access national news in the last three months, November 2018
- Meanwhile, manufacturers are pushing productivity…
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- Figure 28: Samsung Galaxy Tab S4, with DeX
- …at more appealing prices
- More work = more play
- Greatest growth potential among 25-34s
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- Figure 29: Tablet ownership, split by laptop owners and non-laptop owners, June 2019
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- Figure 30: Use of tablets for working or studying at home, May 2019
- More productivity on the horizon
Insight: Growing Out-of-home Opportunities for Voice Technology
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- People getting happier to use voice on-the-go
- Using voice on a smartphone isn’t that smart
- Wearables provide greater potential
- Fitbit puts Alexa front and centre
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- Figure 31: Fitbit Versa 2, with Alexa
- Hearables make the conversation flow
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- Figure 32: Second generation AirPods, featuring “Hey Siri”
- Stepping stones to wider use
- Opportunities for brands
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- Figure 33: Regularity of activities performed with voice-controlled speakers, April 2018
- Experimenting with new ways to commercialise voice control
Insight: Focus on Families
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- Parents among the biggest buyers in all tech categories
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- Figure 34: Technology products bought in the last three months, June 2019
- Hybrid households
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- Figure 35: Ownership of hybrid, laptop and tablet computers, by age of children in household vs all adults, June 2019
- Parents of 5-11-year-olds the biggest buyers of smartphones
- Challenger brands well positioned to compete on price
- Safety concerns will play a key role in purchase decisions
- Recording early experiences head-on
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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