Digital Trends Winter - UK - December 2015

OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Consumers call time on disc players
Figure 1: Household ownership of consumer technology products, June and September 2015
Interest in smartwatches dwindling already
Figure 2: Plans to purchase or upgrade consumer technology products (at any point in the future), June and September 2015
Ultra HD TV ownership has doubled in the last year
Figure 3: Ownership of and interest in Ultra HD (4K) TVs, August 2014 and September 2015
Social media gets newsworthy
Figure 4: Online activities performed in the past three months, by generation, September 2015
User control can limit disruption
Figure 5: Attitudes towards social media advertising, September 2015
What we think
THE CONSUMER – WHAT YOU NEED TO KNOW
Consumers call time on disc players
Interest in smartwatches dwindling already
Smartphones top of the Christmas wish list
Ultra HD TV ownership has doubled in the last year
Microsoft challenges established form factors
More consumers start to hook up their TV
Online consumers now less likely to seek out brands
Social media gets newsworthy
Over two fifths of social media users engage with ads
User control can limit disruption
CONSUMER TECHNOLOGY PRODUCTS – OVERVIEW
Household ownership of consumer technology products
Figure 6: Household ownership of consumer technology products, June and September 2015
Nearly two fifths have access to more than seven different devices
Figure 7: Repertoire of household ownership of consumer technology products, September 2015
Personal ownership of consumer technology products
Figure 8: Personal ownership of consumer technology products, June and September 2015
Planned purchase or upgrade of consumer technology products
Interest in smartwatches dwindling already
Figure 9: Plans to purchase or upgrade consumer technology products (at any point in the future), June and September 2015
Smartphones top of the Christmas wish list
Figure 10: Plans to purchase or upgrade consumer technology products, by timescale, September 2015
CONSUMER TECHNOLOGY PRODUCTS – TELEVISIONS
Ownership
Figure 11: Household ownership of televisions, by type, June and September 2015
Plans for purchase or upgrade
Figure 12: Plans to purchase or upgrade televisions, by timescale, September 2015
Consumers cling on to secondary sets
Figure 13: Number of televisions in households, September 2013 and September 2015
Ultra HD TV ownership has doubled in the last year
Figure 14: Ownership and interest in Ultra HD (4K) TVs, August 2014 and September 2015
CONSUMER TECHNOLOGY PRODUCTS – COMPUTERS
Ownership
Figure 15: Apple iPad Pro with stylus pen, launched in September 2015
Figure 16: Household ownership of computers, January 2012- September 2015
Plans for purchase or upgrade
Figure 17: Plans to purchase or upgrade computers, by timescale, September 2015
Microsoft challenges established form factors
Figure 18: Microsoft Surface Book laptop, unveiled October 2015
Figure 19: Household ownership of computers, by form factor, September 2015
CONSUMER TECHNOLOGY PRODUCTS – MOBILE PHONES AND SMARTWATCHES
Ownership of mobile phones
Figure 20: Microsoft Lumia 950 smartphone connected to an external monitor, device launched in 2015
Figure 21: Ownership of mobile phones, January 2012 – September 2015
Ownership of smartwatches
Figure 22: Ownership of smartwatches, June 2014 – September 2015
Plans for purchase or upgrade
Figure 23: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, September 2015
Killer apps could involve communication, gaming and gambling
Figure 24: Plans to purchase or upgrade smartwatches in the next 12 months, by online activities performed in the last three months, September 2015
INTERNET ACCESS
Devices used to access the internet
More consumers start to hook up their TV
Figure 25: Devices used to access the internet in the last three months, September 2015, and percentage-point change between October 2014 and September 2015
Number of connection methods stabilises
Figure 26: Repertoire of devices used to access the internet in the last three months, October 2014 and September 2015
ONLINE ACTIVITIES
Online activities performed
On any device
Figure 27: Online activities performed in the past three months, April – September 2015
Online activities by device
On a computer
Figure 28: Online activities performed in the past three months on a laptop/desktop computer, September 2015
On a tablet
Figure 29: Online activities performed in the past three months on a tablet, September 2015
On a smartphone
Figure 30: Online activities performed in the past three months on a smartphone, September 2015
Mobile activity becoming more practical
Figure 31: Online activities performed in the past three months, by device, September 2013 and September 2015
Social media gets newsworthy
Figure 32: Online activities performed in the past three months, by generation, September 2015
SOCIAL MEDIA ADVERTISING
Over two fifths of social media users engage with ads
Figure 33: Auto-play video advert, displayed on Facebook news feed, 2014
Figure 34: Interactions with social media advertising, September 2015
Tuning in to second-screening
Figure 35: Interactions with social media advertising, by age, September 2015
User control can limit disruption
Figure 36: Attitudes towards social media advertising, September 2015
Assisting the engaged; appeasing the disinterested
Figure 37: Attitudes towards social media advertising (any agree), by interactions with social media advertising, September 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Abbreviations