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Digital Trends Summer - UK - July 2012

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Consumer technology products
Ownership
Figure 1: Household/personal ownership of consumer technology products, April 2012
Plans for purchase
Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April 2012
Internet usage
Devices used to access the internet
Figure 3: Devices used to access the internet in the last three months, April 2012
Time spent on the internet
Figure 4: Average minutes spent online per visitor per month, April 2010-April 2012
Internet activities
Figure 5: Online activities performed in the past three months, April 2012
Figure 6: Top ten online activities performed in the past three months, by device, April 2012
Technology target groups
Figure 7: Technology target groups, April 2012
What we think
CONSUMER TECHNOLOGY PRODUCTS
Key points
Ownership and purchasing intentions
Figure 8: Household/personal ownership of consumer technology products, April 2012
Figure 9: Plans for purchase or upgrade of consumer technology products in the next three months, April 2012
Televisions
Ownership
Figure 10: Household ownership of television sets, April 2012
Figure 11: Household ownership of televisions, by age, April 2012
Figure 12: Household ownership of 3DTVs, internet-enabled TVs and HDTVs, by annual household income, April 2012
Plans for purchase or upgrade
Figure 13: Plans for purchase or upgrade of television sets in the next three months, April 2012
Figure 14: Plans for purchase or upgrade of television sets in the next three months, by region, April 2012
News, trends and analyses
Home entertainment systems
Ownership
Figure 15: Household ownership of home entertainment systems, April 2012
Figure 16: Household ownership of DVD players and Blu-ray players, by age, April 2012
Plans for purchase or upgrade
News, trends and analyses
Games consoles
Ownership
Figure 17: Household ownership of video game consoles, April 2012
Figure 18: Other consoles owned by Nintendo Wii owners, April 2012
Figure 19: Household ownership of consoles, by gender, April 2012
Figure 20: Household ownership of video game consoles, by gender, April 2012
Figure 21: Household ownership of video game consoles, by presence of children in the home, April 2012
Figure 22: Household ownership of video game consoles, by age, April 2012
Plans for purchase or upgrade
Figure 23: Plans for purchase or upgrade of video game consoles in the next three months, April 2012
Figure 24: Plans for purchase or upgrade of video games console in the next three months, by age, April 2012
News, trends and analyses
Mobile phones
Ownership
Figure 25: Personal ownership of smartphones and basic mobile phones, April 2012
Figure 26: Personal ownership of smartphones and basic mobile phones, by age, April 2012
Figure 27: Personal ownership of smartphones and basic mobile phones, by gender, April 2012
Plans for purchase or upgrade
Figure 28: Plans for purchase or upgrade of mobile phones in the next three months, April 2012
Figure 29: Plans for purchase or upgrade of mobile phones in the next three months, by age, April 2012
News, trends and analyses
Figure 30: Importance placed on brand name in purchase consideration of handsets, 1 being of no importance, 10 being very important, January 2012
Computers and eReaders
Ownership
Figure 31: Household ownership of computers and eReaders, April 2012
Figure 32: Household ownership of computers and eReaders, by age, April 2012
Figure 33: Household ownership of computers and eReaders, by working status, April 2012
Plans for purchase or upgrade
Figure 34: Plans for purchase or upgrade of computers and eReaders in the next three months, April 2012
News, trends and analyses
SatNavs
Ownership
Figure 35: Household ownership of satellite navigation systems, by region, April 2012
Plans for purchase or upgrade
News, trends and analyses
Portable media devices
Ownership
Figure 36: Personal ownership of portable media players, by age, April 2012
Plans for purchase or upgrade
News, trends and analyses
INTERNET USAGE
Key points
Penetration
Figure 37: Percentage of adults ever having used the internet in the UK, Q1 2011-Q1 2012
Figure 38: Percentage of adults ever having used the internet in the UK, by gender, Q1 2011 and Q1 2012
Figure 39: Percentage of adults ever having used the internet, by region, Q1 2011 and Q1 2012
Figure 40: Percentage of adults ever having used the internet, by age, Q1 2011 and Q1 2012
Access Methods
Devices used
Figure 41: Devices used to access the internet in the last three months, April 2012
Accessing the internet with computers
Accessing the internet with gaming devices
Accessing the internet with mobile devices
Accessing the internet using other devices
Figure 42: Devices used to access the internet in the last three months, by age, April 2012
Number of methods used to access the internet
Figure 43: Repertoire of methods used to access the internet in the last three months, by age, April 2012
Time spent on internet
Figure 44: Average minutes spent online per visitor per month, April 2010-April 2012
Figure 45: Average minutes spent online per visitor per month, by age, March and April 2012
Figure 46: Average minutes spent online per visitor per month, by gender and age, April 2012
Top ten web properties
Figure 47: Top ten web properties, by audience reach, April 2012
ONLINE ACTIVITIES
Key points
Online activities performed
On any devices
Figure 48: Online activities performed in the past three months, April 2012
On a computer
Figure 49: Online activities performed in the past three months on a computer, April 2012
On a smartphone
Figure 50: Online activities performed in the past three months on a smartphone, April 2012
On a tablet
Figure 51: Online activities performed in the past three months on a tablet, April 2012
Top ten online activities
Figure 52: Top ten online activities performed in the past three months, by device, April 2012
Social and sharing activities
Variation by device
Figure 53: Social and sharing online activities performed in the past three months, by device, April 2012
Variation by age
Figure 54: Social and sharing online activities performed in the past three months, by age, April 2012
Variation by gender
Figure 55: Percentage of people who accessed social networking websites in the past three months, by gender, April 2012
Figure 56: Percentage of people who used audio/video/VOIP chat in the past three months, by gender, April 2012
Variations by region
Figure 57: Social and sharing online activities performed in the past three months, by region, April 2012
Information
Variation by device
Figure 58: Information-finding activities performed online in the past three months, by device, April 2012
Variation by age
Figure 59: Information-finding activities performed in the past three months, by age, April 2012
Variation by gender
Figure 60: Percentage of people who used online maps in the past three months, by gender, April 2012
Figure 61: Percentage of people who read free news websites/blogs in the past three months, by gender, April 2012
Variations by region
Figure 62: Information-finding activities performed in the past three months, by region, April 2012
Online shopping activities
Figure 63: Shopping activities performed in the past three months, by device, April 2012
Variation by age
Figure 64: Online shopping activities performed in the past three months, by age, April 2012
Variation by gender
Figure 65: Percentage of people who visited price comparison websites in the past three months, by gender, April 2012
Figure 66: Percentage of people who found, bought or used voucher deals in the past three months, by gender, April 2012
Variations by region
Figure 67: Online shopping activities performed in the past three months, by region, April 2012
Entertainment
Variation by device
Figure 68: Online entertainment activities performed in the past three months, by device, April 2012
Variation by age
Figure 69: Online entertainment activities performed online in the past three months, by age, April 2012
Variation by gender
Figure 70: Percentage of people who streamed videos in the past three months, by gender, April 2012
Figure 71: Percentage of people who streamed music in the past three months, by gender, April 2012
Figure 72: Percentage of people who played internet games in the past three months, by gender, April 2012
Figure 73: Percentage of people who gambled online in the past three months, by gender, April 2012
Variations by region
Figure 74: Online entertainment activities performed in the past three months, by region, April 2012
TARGET GROUPS
Key points
Figure 75: Technology target groups, April 2012
Group One – Technophobes
Group Two – Middle Ground
Group Three – Tech Enthusiasts
Household ownership within target groups
Figure 76: Household ownership of technology products in the Technophobes target group, April 2012
Figure 77: Household ownership of technology products in the Middle Ground target group, April 2012
Figure 78: Household ownership of technology products in the Tech Enthusiasts target group, April 2012
Figure 79: Household ownership of video game consoles, by target group, April 2012
Personal ownership within target groups
Figure 80: Personal ownership of smartphones, basic mobile phones and portable media players, by target group, April 2012
Intention to purchase or upgrade
Figure 81: Technophobes’ intention to purchase or upgrade in the next three months, April 2012
Figure 82: Middle Ground’s intention to purchase or upgrade in the next three months, April 2012
Figure 83: Tech Enthusiasts’ intention to purchase or upgrade in the next three months, April 2012
Figure 84: Technophobes’ intention to purchase or upgrade video games consoles in the next three months, April 2012
Figure 85: Middle Grounders’ intention to purchase or upgrade video games consoles in the next three months, April 2012
Figure 86: Tech Enthusiasts’ intention to purchase or upgrade video games consoles in the next three months, April 2012
Top ten online activities by target groups
Figure 87: Top ten online activities performed on a computer, by target group, April 2012
Figure 88: Top ten online activities performed on a tablet, by target group, April 2012
Figure 89: Top ten online activities performed on a smartphone, by target group, April 2012
EUROPEAN COMPARISONS
Ownership of consumer technology products
Figure 90: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, April-May 2012
Televisions
Figure 91: Household ownership of television sets in France, Germany, Italy, Spain and the UK, April-May 2012
Household entertainment systems
Figure 92: Household ownership of home entertainment systems in France, Germany, Italy, Spain and the UK, April-May 2012
Gaming consoles
Figure 93: Household ownership of gaming consoles in France, Germany, Italy, Spain and the UK, April-May 2012
Computers and eReaders
Figure 94: Household ownership of computers and eReaders in France, Germany, Italy, Spain and the UK, April-May 2012
Mobile phones
Figure 95: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, April-May 2012
Other portable devices
Figure 96: Personal ownership of digital cameras and SatNav devices in France, Germany, Italy, Spain and the UK, April-May 2012
Internet access
Devices used to access the internet
Figure 97: Devices used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, April-May 2012
Online activities
Figure 98: Top ten activities performed in the past three months in France, Germany, Italy and Spain, April-May 2012
Figure 99: Online activities performed in the past three months in France, April-May 2012
Figure 100: Online activities performed in the past three months in Germany, April-May 2012
Figure 101: Online activities performed in the past three months in Italy, April-May 2012
Figure 102: Online activities performed in the past three months in Spain, April-May 2012
APPENDIX – CONSUMER TECHNOLOGY PRODUCTS
Figure 103: Most popular technology products have in household, by demographics, April 2012
Figure 104: Next most popular technology products have in household, by demographics, April 2012
Figure 105: Other technology products have in household, by demographics, April 2012
Figure 106: Technology products personally owned, by demographics, April 2012
Figure 107: Most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2012
Figure 108: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2012
Figure 109: Other technology products plan to buy/upgrade in the next three months, by demographics, April 2012
Figure 110: Most popular video game consoles have in household, by demographics, April 2012
Figure 111: Next most popular video game consoles have in household, by demographics, April 2012
Figure 112: Video game consoles plan to buy/upgrade in the next three months, by demographics, April 2012
Figure 113: Most popular technology products, by demographics, April 2012
Figure 114: Next most popular technology products, by demographics, April 2012
APPENDIX – INTERNET USAGE
Figure 115: Methods of accessing the internet, by demographics, April 2012
Figure 116: Number of methods of accessing the internet, by demographics, April 2012
APPENDIX – ONLINE ACTIVITIES
Figure 117: Most popular online activities done in the last three months, by demographics, April 2012
Figure 118: Next most popular online activities done in the last three months, by demographics, April 2012
Figure 119: Other online activities done in the last three months, by demographics, April 2012
Figure 120: Popular online activities done in the last three months, by demographics, April 2012
Figure 121: Least popular online activities done in the last three months, by demographics, April 2012
Figure 122: Most popular online activities done via computer in the last three months, by demographics, April 2012
Figure 123: Next most popular online activities done via computer in the last three months, by demographics, April 2012
Figure 124: Other online activities done via computer in the last three months, by demographics, April 2012
Figure 125: Popular online activities done via computer in the last three months, by demographics, April 2012
Figure 126: Least popular online activities done via computer in the last three months, by demographics, April 2012
Figure 127: Most popular online activities done via tablet in the last three months, by demographics, April 2012
Figure 128: Next most popular online activities done via tablet in the last three months, by demographics, April 2012
Figure 129: Other online activities done via tablet in the last three months, by demographics, April 2012
Figure 130: Most popular online activities done via smartphone in the last three months, by demographics, April 2012
Figure 131: Next most popular online activities done via smartphone in the last three months, by demographics, April 2012
Figure 132: Others online activities done via smartphone in the last three months, by demographics, April 2012
Figure 133: Least popular online activities done via smartphone in the last three months, by demographics, April 2012
APPENDIX – TARGET GROUPS
Figure 134: Attitudes towards technology products (Any agree), by target groups, April 2012
Figure 135: Target groups, by demographics, April 2012
APPENDIX – EUROPEAN COMPARISONS – TECHNOLOGY OWNERSHIP
Figure 136: Technology products owned by household, by country, May 2012
Figure 137: Technology products owned by personally, by country, May 2012
Figure 138: Most popular technology products owned by household, by demographics, May 2012
Figure 139: Next most popular technology products owned by household, by demographics, May 2012
Figure 140: Other technology products owned by household, by demographics, May 2012
Figure 141: Most popular technology products owned by household, by demographics, France, May 2012
Figure 142: Next most popular technology products owned by household, by demographics, France, May 2012
Figure 143: Other technology products owned by household, by demographics, France, May 2012
Figure 144: Most popular technology products owned by household, by demographics, Germany, May 2012
Figure 145: Next most popular technology products owned by household, by demographics, Germany, May 2012
Figure 146: Other technology products owned by household, by demographics, Germany, May 2012
Figure 147: Most popular technology products owned by household, by demographics, Italy, May 2012
Figure 148: Next most popular technology products owned by household, by demographics, Italy, May 2012
Figure 149: Other technology products owned by household, by demographics, Italy, May 2012
Figure 150: Most popular technology products owned by household, by demographics, Spain, May 2012
Figure 151: Next most popular technology products owned by household, by demographics, Spain, May 2012
Figure 152: Other technology products owned by household, by demographics, Spain, May 2012
Figure 153: Technology products owned by personally, by demographics, May 2012
Figure 154: Technology products owned by personally, by demographics, France, May 2012
Figure 155: Technology products owned by personally, by demographics, Germany, May 2012
Figure 156: Technology products owned by personally, by demographics, Italy, May 2012
Figure 157: Technology products owned by personally, by demographics, Spain, May 2012
APPENDIX – EUROPEAN COMPARISONS – INTERNET ACCESS
Figure 158: Internet access, by country, May 2012
Figure 159: Most popular methods of internet access, by demographics, May 2012
Figure 160: Next most popular methods of internet access, by demographics, May 2012
Figure 161: Most popular methods of internet access, by demographics, France, May 2012
Figure 162: Next most popular methods of internet access, by demographics, France, May 2012
Figure 163: Most popular methods of internet access, by demographics, Germany, May 2012
Figure 164: Next most popular methods of internet access, by demographics, Germany, May 2012
Figure 165: Most popular methods of internet access, by demographics, Italy, May 2012
Figure 166: Next most popular methods of internet access, by demographics, Italy, May 2012
Figure 167: Most popular methods of internet access, by demographics, Spain, May 2012
Figure 168: Next most popular methods of internet access, by demographics, Spain, May 2012
APPENDIX – EUROPEAN COMPARISONS – ONLINE ACTIVITIES
Figure 169: Online activities, by country, May 2012
Figure 170: Online activities, by country, May 2012
Figure 171: Online activities, by country, May 2012

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