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Digital Trends Quarterly: Inc Impact of COVID-19 - UK - September 2020

OVERVIEW
Key issues covered in this report
COVID-19: Market context
Economic and other assumptions
Covered in this Report
EXECUTIVE SUMMARY
COVID-19 lockdown sees purchasing fall across the board
Figure 1: Technology products bought in the last three months, September 2018-June 2020
Smartphone ownership reaches a new peak
Figure 2: Ownership of mobile phones, July 2012-June 2020
Emphasis on health and fitness drives sports watch ownership
Figure 3: Ownership of wearable devices, June 2015-June 2020
Digital activities grow across devices during lockdown
Figure 4: Online activities done in the last three months on any device*, June 2018-June 2020
Use of voice commands surges in lockdown
Figure 5: Other digital activity in the last three months, September 2019 to June 2020
Recent tech purchases focused on personal use
Figure 6: Purchasing habits during COVID-19, June 2020
Over half of Brits used technology to connect to the community
Figure 7: Use of technology in COVID-19, June 2020
HEADLINE DATA – TECHNOLOGY OWNERSHIP AND PURCHASING
Recent purchasing
Key points
Figure 8: Technology products bought in the last three months, September 2018-June 2020
Planned purchasing
Key points
Figure 9: Technology products plan to buy in the next three months, September 2018-June 2020
Mobile phone ownership
Key points
Figure 10: Ownership of mobile phones, July 2012-June 2020
Wearable technology ownership
Key points
Figure 11: Ownership of wearable devices, June 2015-June 2020
Other personal technology ownership
Key points
Figure 12: Ownership of digital/video cameras and portable games consoles, November 2014-June 2020
Computer ownership
Key points
Figure 13: Ownership of computers, September 2012-June 2020
Computer form factors
Key points
Figure 14: Types of laptop and desktop owned. December 2017-June 2020
TV ownership
Key points
Figure 15: Household ownership of HD and Ultra HD 4K televisions, September 2016-June 2020
TV connectivity
Key points
Figure 16: Household TV connectivity, June 2019-June 2020
Other household technology ownership
Key points
Figure 17: Ownership of other household technology products, September 2012-June 2020
HEADLINE DATA – ONLINE ACTIVITIES
Digital activities on computers, tablets and smartphones
Key points
Figure 18: Online activities done in the last three months on any device*, June 2018-June 2020
Figure 19: Online activities done in the last three months on a desktop/laptop, June 2018-June 2020
Figure 20: Online activities done in the last three months on a tablet, June 2018-June 2020
Figure 21: Online activities done in the last three months on a smartphone, June 2018-June 2020
Other digital activity
Key points
Figure 22: Other digital activity in the last three months, September 2019 to June 2020
HEADLINE DATA – SPECIAL FOCUS: COVID 19
Technology purchasing during COVID-19
Key points
Figure 23: Purchasing habits during COVID-19, June 2020
COVID-19 technology habits
Key points
Figure 24: Use of technology in COVID-19, June 2020
KEY CONSUMER TRENDS AND PRODUCT LAUNCHES
COVID-19 disruption hits global technology markets
Smartphone ownership hits new peak during lockdown
Samsung falls behind Huawei globally in the smartphone market
Figure 25: Samsung Galaxy Note 20 Ultra
Economic pressures could delay consumers’ desire for 5G upgrades
Huawei looks to increase its presence across technology markets
Smart speaker growth driving the use of voice commands
Figure 26: Huawei Sound X
Samsung continues to push foldable smartphones
Figure 27: Samsung Galaxy Z Fold 2
Tablets could embrace foldable and dual-screen technology
Figure 28: Lenovo ThinkPad X1 Fold
Figure 29: Microsoft Surface Neo
Focus remains on standard laptops despite innovative new designs
Apple’s focus on iPad Pro reflected by launch of Magic Keyboard
Figure 30: Apple’s Magic Keyboard for iPad Pro
Apple focuses on improved performance in wider iPad range
Growing emphasis on health data has boosted fitness tracker ownership
Fitbit adds the Sense smartwatch to its 2020 range …
Figure 31: Fitbit Sense
… while Google’s acquisition faces scrutiny from regulators
Leading brands continue to update smartwatch ranges in 2020
Figure 32: Samsung Galaxy Watch 3
Gaming sector sees growth as people seek lockdown entertainment
Figure 33: Nintendo Switch Lite coral edition
Leading console brands all report increasing sales
Animal Crossing captures imagination with early lockdown release
Twitch sees surge in usage as interest in esports grows in lockdown
Further boost coming to sector with winter console releases …
Figure 34: PlayStation 5
… although some major software titles could be delayed
VR usage declines but standalone headsets offer grounds for optimism
INSIGHT: COVID-19’S IMPACT ON TECHNOLOGY PURCHASING
What we’ve seen
There remains a reduced demand for technology purchases
Figure 35: Technology and communications spending intentions for the next month compared to usual, 23 April-11 September 2020
COVID-19 supply chain issues have limited technology purchases
Figure 36: Impact of stock shortages, by selected demographics, June 2020
Smartphone ownership reaches a new high
Figure 37: Smartphone ownership, by selected demographics, September 2019 and June 2020
Recent technology purchases are twice as likely for personal use
Figure 38: COVID 19 technology habits, June 2020
Better signs ahead as planned purchasing outstrips recent buying …
Figure 39: Recent purchases versus planning purchases, June 2020
… although purchasing will remain lower than pre-outbreak levels
Figure 40: Planned purchasing, September 2019-June 2020
Brands must utilise trade-in deals to drive sales throughout recession
Stores reopening provides a boost but strong online sales service remains vital
What it means
INSIGHT: CHANGING ONLINE HABITS IN COVID-19
What we’ve seen
Brits spending more time online than ever due to COVID-19 lockdown
Figure 41: UK time online, 2018-2020
Video calling apps surge as people seek to remain in contact
Younger Brits are utilising tech to connect to the local community
Figure 42: Staying connected with the community, by selected demographics, June 2020
Instant messaging has been near universal among 16-44 year olds in lockdown
Figure 43: Instant messaging usage, by selected demographics, June 2020
Nearly all young Brits accessed social networks during lockdown
Figure 44: Social media network usage, by selected demographics, June 2020
Voice technology use boosted by lockdown
Brits turn to video streaming services for lockdown entertainment
What it means
INSIGHT: TECHNOLOGY’S GROWING ROLE IN HEALTH AND FITNESS
What we’ve seen
Technology is playing an increasing role in health and wellbeing
Women are driving expansion in the fitness tracker market …
… while there has been strong growth among older demographics
Figure 45: Fitness band/sports watch ownership, by selected demographics, September 2019-June 2020
Reopening of gyms will not mean an instant return for many Brits
41% of Brits take part in organised online activities more than before COVID-19
Figure 46: Participation in online activities, by selected demographics, June 2020
Ring Fit Adventure brings exercise to the Nintendo Switch
Figure 47: RingFit Adventure for Nintendo Switch
Exercise titles bringing new possibilities to virtual reality
Figure 48: FitXR
Mindfulness app downloads grow as people focus on mental health
Half of Brits are happy to download the track and trace app
Figure 49: COVID-19 tracing app downloads, by selected demographics, June 2020
What it means
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations

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