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Digital Trends Autumn - UK - September 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Consumer technology products
Ownership of consumer technology products
Figure 1: Household/personal ownership of consumer technology products, April and June 2014
Planned purchase or upgrade of consumer technology products
Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014
Televisions
Plans for purchase or upgrade
Figure 3: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
Mobile phones
Ownership patterns
Figure 4: Personal ownership of mobile phones, January 2012 - June 2014
Internet access
Devices used to access the internet
Two fifths of consumers now connect via tablets
Figure 5: Devices used to access the internet in the last three months, June 2014, and percentage-point change between June 2013 and June 2014
Online activities
On any device
Figure 6: Online activities performed in the past three months, June 2014 and percentage-point change between April and June 2014
Digital advertising
Two fifths of consumers have clicked on digital ads
Figure 7: Digital advertising seen and clicked on within the past three months, June 2014
Attitudes towards digital advertising
Will consumers allow brands to enter their internet of things?
Figure 8: Attitudes towards digital advertising, April 2014
Operating systems
Half of smartphone owners use an Android handset
Figure 9: Smartphone operating systems used, June 2014
Low-cost 7” tablets help Google to make up ground
Figure 10: Tablet operating systems used, June 2014
Attitudes towards operating systems
Familiarity is key, however trials could encourage consumers to switch OS
Figure 11: Attitudes towards smartphone and tablet operating systems, June 2014
European Comparisons
Devices used to access the internet
Figure 12: Devices used to access the internet in the last three months, June/August 2014
What we think
CONSUMER TECHNOLOGY PRODUCTS – OVERVIEW
Key points
Ownership of consumer technology products
Figure 13: Household/personal ownership of consumer technology products, April and June 2014
Figure 14: The cannibalisation cycle, phablets, tablets and laptops competing against one another
Planned purchase or upgrade of consumer technology products
Figure 15: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014
CONSUMER TECHNOLOGY PRODUCTS – TELEVISIONS
Key points
Ownership
Figure 16: Household ownership of television sets, April and June 2014
Plans for purchase or upgrade
Figure 17: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
Demographic breakdown – by gender
Men 5 percentage points more likely to have a smart TV
Figure 18: Household ownership of televisions, by gender, June 2014
A third of men in the market for a new TV
Figure 19: Plans to purchase any television in the next three months, by gender, June 2014
Demographic breakdown – by age
One in ten 16-24s go without a television
Figure 20: Household ownership of televisions, by age, June 2014
In-store demonstrations could see older consumers interest in 4K TVs rise
Figure 21: Plans to purchase any television in the next three months, by age, June 2014
A third of TV owners now have just one set in their home
Figure 22: Number of televisions in household, June 2013 and June 2014
CONSUMER TECHNOLOGY PRODUCTS – COMPUTERS, TABLETS AND E-READERS
Key points
Ownership patterns
Figure 23: Household ownership of computers and e-readers, January 2012 - June 2014
Plans for purchase or upgrade
Figure 24: Plans for purchase or upgrade of computers and e-readers in the next three months, April and June 2014
Consumers revert to one ‘in home’ form factor as portables take over
Figure 25: Household ownership of computers, by form factor, June 2014
Demographic breakdown – by gender
Three fifths of men still have a desktop
Figure 26: Household ownership of computers and e-readers, by gender, June 2014
Sustained interest from men should protect the desktop market, but further decline is inevitable
Figure 27: Plans for purchase or upgrade of computers and e-readers in the next three months, by gender, June 2014
Demographic breakdown – by age
Younger tablet owners still hold on to laptop computers
Figure 28: Household ownership of computers and e-readers, by age, June 2014
Amazon hopes to revive interest in e-readers with Unlimited service
Figure 29: Plans for purchase or upgrade of computers and e-readers in the next three months, by age, June 2014
CONSUMER TECHNOLOGY PRODUCTS – MOBILE PHONES
Key points
Ownership patterns
Figure 30: Personal ownership of mobile phones, January 2012 - June 2014
Plans for purchase or upgrade
Figure 31: Plans for purchase or upgrade of mobile phones in the next three months, April and June 2014
Less than a quarter of handset owners don’t have access to a smartphone
Figure 32: Personal ownership of mobile phones, by phone type, June 2014
Demographic breakdown – by gender
Three quarters of men now have a smartphone
Figure 33: Personal ownership of mobile phones, by gender, June 2014
A third of men planning to upgrade to a new smartphone
Figure 34: Plans for purchase or upgrade of mobile phones in the next three months, by gender, June 2014
Demographic breakdown – by age
Over-65s still far more likely to own a basic handset
Figure 35: Personal ownership of mobile phones, by age, June 2014
Two fifths of 16-34s planning a smartphone purchase or upgrade
Figure 36: Plans for purchase or upgrade of mobile phones in the next three months, by age, June 2014
INTERNET ACCESS
Key points
Devices used to access the internet
Two fifths of consumers now connect via tablets
Figure 37: Devices used to access the internet in the last three months, June 2014, and percentage-point change between June 2013 and June 2014
Repertoire analysis
Figure 38: Repertoire of methods used to access the internet in the last three months, by age, June 2014
ONLINE ACTIVITIES
Key points
Online activities performed
On any device
Figure 39: Online activities performed in the past three months, June 2014 and percentage-point change between April and June 2014
On a computer
Figure 40: Online activities performed in the past three months on a computer, June 2014
On a smartphone
Figure 41: Online activities performed in the past three months on a smartphone, June 2014
On a tablet
Figure 42: Online activities performed in the past three months on a tablet, June 2014
Social and sharing activities
Variations by device
Figure 43: Social and sharing online activities performed in the past three months, by device, June 2014
Variations by gender
Figure 44: Social and sharing online activities performed in the past three months, by gender, June 2014
Variations by age
Figure 45: Social and sharing online activities performed in the past three months, by age, June 2014
The quest for information
Variations by device
Figure 46: Information-finding activities performed online in the past three months, by device, June 2014
Variations by gender
Figure 47: Information-finding activities performed online in the past three months, by gender, June 2014
Figure 48: Information-finding activities performed online in the past three months, by age, June 2014
Online shopping
Variations by device
Figure 49: Online shopping activities performed in the past three months, by device, June 2014
Figure 50: Proportion of all consumers who have shopped online using computers, tablets and smartphones, July 2012 - June 2014
Variations by gender
Figure 51: Online shopping activities performed in the past three months, by gender, June 2014
Variations by age
Figure 52: Online shopping activities performed in the past three months, by age, June 2014
Online entertainment
Variations by device
Figure 53: Online entertainment activities performed in the past three months, by device, June 2014
Variations by gender
Figure 54: Online entertainment activities performed in the past three months, by gender, June 2014
Variations by age
Figure 55: Online entertainment activities performed in the past three months, by age, June 2014
DIGITAL ADVERTISING
Key points
Brands that are open about accessing personal information could appease consumers
Figure 56: Digital advertising seen and clicked on within the past three months, June 2014
Kiip targets gamers by triggering rewards when players are at their happiest
Figure 57: Proportion of people who have clicked on each type of advert after seeing it, June 2014
Social media sites look to address conversion issues
Figure 58: Digital advertising bought from within the past three months, June 2014
Instant messaging services can learn from the failings of social networks
Figure 59: Proportion of people who have clicked on social media adverts, and bought from social media adverts after clicking on these ads in the past three months, by gender and age, June 2014
Attitudes towards digital advertising
Will consumers allow brands to enter their internet of things?
Figure 60: Attitudes towards digital advertising, April 2014
Opportunity to target those on-the-go with ‘nearby’ advertising
Figure 61: Agreement with the statement ‘I would be willing to give brands that I like access to my ‘real-time’ location to receive more relevant offers’, by online activities done in the last three months, June 2014
SMARTPHONE AND TABLET OPERATING SYSTEMS
Key points
Half of smartphone owners use an Android handset
Figure 62: Smartphone operating systems used, June 2014
Low-cost 7” tablets help Google to make up ground
Figure 63: Tablet operating systems used, June 2014
Demographic breakdown – by gender
Women more likely to favour Apple
Figure 64: Smartphone operating systems used, by gender, June 2014
Figure 65: Tablet operating systems used, by gender, June 2014
Demographic breakdown – by age
Two thirds of smartphone owners aged over 65 use Android
Figure 66: Smartphone operating systems used, by age, June 2014
Figure 67: Tablet operating systems used, by age, June 2014
Attitudes towards operating systems
Familiarity is key, however trials could encourage consumers to switch OS
Figure 68: Attitudes towards smartphone and tablet operating systems, June 2014
Opportunities for diversification?
iOS users more likely to show loyalty
Figure 69: Attitudes towards smartphone and tablet operating systems, by Android and iOS users, June 2014
EUROPEAN COMPARISONS
Internet access
Devices used to access the internet
Figure 70: Devices used to access the internet in the last three months, June/August 2014
Ownership of consumer technology products
Televisions
Figure 71: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2014
Figure 72: Number of televisions in household in France, Germany, Italy, Spain and the UK, June/August 2014
Computers and e-readers
Figure 73: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, June/August 2014
Mobile phones
Figure 74: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, June/August 2014
APPENDIX – CONSUMER TECHNOLOGY PRODUCTS
Figure 75: Technology products in household, June 2014
Figure 76: Types of television in household, June 2014
Figure 77: Technology products in household, by demographics, June 2014
Figure 78: Technology products in household, by demographics, June 2014 (continued)
Figure 79: Technology products have in household, by demographics, June 2014 (continued)
Figure 80: Technology products personally owned, June 2014
Figure 81: Technology products personally owned, by demographics, June 2014
Figure 82: Technology products personally owned, by demographics, June 2014 (continued)
Figure 83: Technology products plan to buy/upgrade in the next three months, June 2014
Figure 84: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014
Figure 85: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
Figure 86: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
Figure 87: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
Figure 88: Number of televisions in household, June 2014
Figure 89: Number of televisions in household, by demographics, June 2014
APPENDIX - INTERNET ACCESS
Figure 90: Internet access by device, June 2014
Figure 91: Internet access by device, by demographics, June 2014
Figure 92: Internet access by device, by demographics, June 2014 (continued)
Figure 93: Repertoire of internet access by device, June 2014
Figure 94: Repertoire of internet access by device, by demographics, June 2014
APPENDIX – ONLINE ACTIVITIES
Figure 95: Online activities done in the last three months, June 2014
Figure 96: Online activities done in the last three months, by demographics, June 2014
Figure 97: Online activities done in the last three months, by demographics, June 2014 (continued)
Figure 98: Online activities done in the last three months, by demographics, June 2014 (continued)
Figure 99: Online activities done in the last three months, by demographics, June 2014 (continued)
Figure 100: Online activities done in the last three months, by demographics, June 2014 (continued)
Figure 101: Online activities done in the last three months, by device, June 2014
Figure 102: Online activities done on a tablet in the last three months, June 2014
Figure 103: Online activities done on a smartphone in the last three months, June 2014
APPENDIX – DIGITAL ADVERTISING
Figure 104: Digital advertising seen and clicked on within the past 3 months, June 2014
Figure 105: Digital advertising seen and clicked on within the past 3 months – Any type of advert, by demographics, June 2014
Figure 106: Digital advertising seen and clicked on within the past 3 months – Online advert, by demographics, June 2014
Figure 107: Digital advertising seen and clicked on within the past 3 months – Sponsored link on a search engine, by demographics, June 2014
Figure 108: Digital advertising seen and clicked on within the past 3 months – Video advert/commercial, by demographics, June 2014
Figure 109: Digital advertising seen and clicked on within the past 3 months – Advert on a social media site, by demographics, June 2014
Figure 110: Digital advertising seen and clicked on within the past 3 months – Advert based on my browsing history, by demographics, June 2014
Figure 111: Digital advertising seen and clicked on within the past 3 months – Advert or promotion within an email, by demographics, June 2014
Figure 112: Digital advertising seen and clicked on within the past 3 months – Advert within a game, by demographics, June 2014
Figure 113: Digital advertising seen and clicked on within the past 3 months – In app advert, by demographics, June 2014
Figure 114: Digital advertising bought from within the past 3 months, June 2014
Figure 115: Digital advertising bought from within the past 3 months – Have bought after clicking on any type of online advert, by demographics, June 2014
Figure 116: Digital advertising bought from within the past 3 months – Advert or promotion within an email, by demographics, June 2014
Figure 117: Digital advertising bought from within the past 3 months – Online advert, by demographics, June 2014
Figure 118: Digital advertising bought from within the past 3 months – Advert based on my browsing history, by demographics, June 2014
Figure 119: Digital advertising bought from within the past 3 months – Sponsored link on a search engine, by demographics, June 2014
Figure 120: Digital advertising bought from within the past 3 months – Advert on a social media site, by demographics, June 2014
Figure 121: Digital advertising bought from within the past 3 months – Video advert/commercial, by demographics, June 2014
Figure 122: Attitudes towards digital advertising, June 2014
Figure 123: Agreement with the statement ‘If a website became overcrowded with advertising, I would avoid it’, by demographics, June 2014
Figure 124: Agreement with the statement ‘I would not be acceptable to see adverts on an online service that I was paying a subscription for’, by demographics, June 2014
Figure 125: Agreement with the statement ‘I would be interested in using online privacy settings to avoid seeing adverts based on my information’, by demographics, June 2014
Figure 126: Agreement with the statement ‘It’s fair that some free online TV/video services show advertisements’, by demographics, June 2014
Figure 127: Agreement with the statement ‘I would spend longer on some websites/apps if they did not have advertising on them’, by demographics, June 2014
Figure 128: Agreement with the statement ‘I would be willing to accept a small amount of advertising on paid-for services in return for a discounted subscription’, by demographics, June 2014
Figure 129: Agreement with the statement ‘I would be willing to give basic information to brands that I like to see more relevant advertising’, by demographics, June 2014
Figure 130: Agreement with the statement ‘I would be willing to give brands that I like access to my 'real-time' location to receive more relevant offers’, by demographics, June 2014
Figure 131: Agreement with the statement ‘I would be willing to pay in order to remove advertising from my social networking feed/page’, by demographics, June 2014
APPENDIX – SMARTPHONE AND TABLET OPERATING SYSTEMS
Figure 132: Smartphone operating systems used, June 2014
Figure 133: Smartphone operating systems used, by demographics, June 2014
Figure 134: Tablet operating systems used, June 2014
Figure 135: Tablet operating systems used, by demographics, June 2014
Figure 136: Attitudes towards smartphone and tablet operating systems, June 2014
Figure 137: Agreement with the statement ‘I am unlikely to change tablet operating system when buying my next tablet’, by demographics, June 2014
Figure 138: Agreement with the statement ‘Being able to try out a new smartphone/tablet device for a few days would make me more likely to consider changing operating system’, by demographics, June 2014
Figure 139: Agreement with the statement ‘I am unlikely to change smartphone operating system when buying my next smartphone’, by demographics, June 2014
Figure 140: Agreement with the statement ‘I would be more likely to buy a laptop/desktop computer that used the same operating system as my tablet and/or smartphone’, by demographics, June 2014
Figure 141: Agreement with the statement ‘I would be more likely to buy a smart TV that used the same operating system as my tablet and/or smartphone’, by demographics, June 2014
Figure 142: Agreement with the statement ‘It is important to me that my smartphone and tablet use the same operating system’, by demographics, June 2014
Figure 143: Agreement with the statement ‘Having to use two different app stores puts me off buying devices that use different operating systems’, by demographics, June 2014
Figure 144: Agreement with the statement ‘I would be interested in trading-in both my smartphone and tablet at the same time in order to get a discount on the latest models’, by demographics, June 2014
Figure 145: Agreement with the statement ‘I don’t care what operating system my smartphone and/or tablet runs on’, by demographics, June 2014
APPENDIX – EUROPEAN COMPARISONS
Figure 146: Devices used to access the internet in the last three months, by country, August 2014
Figure 147: Devices used to access the internet in the last three months, by demographics, France, August 2014
Figure 148: Devices used to access the internet in the last three months, by demographics, France, August 2014 (continued)
Figure 149: Devices used to access the internet in the last three months, by demographics, Germany, August 2014
Figure 150: Devices used to access the internet in the last three months, by demographics, Germany, August 2014 (continued)
Figure 151: Devices used to access the internet in the last three months, by demographics, Italy, August 2014
Figure 152: Devices used to access the internet in the last three months, by demographics, Italy, August 2014 (continued)
Figure 153: Devices used to access the internet in the last three months, by demographics, Spain, August 2014
Figure 154: Devices used to access the internet in the last three months, by demographics, Spain, August 2014 (continued)
Figure 155: Technology products in household, by country, August 2014
Figure 156: Technology products in household, by demographics, France, August 2014
Figure 157: Technology products in household, by demographics, France, August 2014 (continued)
Figure 158: Technology products in household, by demographics, France, August 2014 (continued)
Figure 159: Technology products in household, by demographics, Germany, August 2014
Figure 160: Technology products in household, by demographics, Germany, August 2014 (continued)
Figure 161: Technology products in household, by demographics, Germany, August 2014 (continued)
Figure 162: Technology products in household, by demographics, Italy, August 2014
Figure 163: Technology products in household, by demographics, Italy, August 2014 (continued)
Figure 164: Technology products in household, by demographics, Italy, August 2014 (continued)
Figure 165: Technology products in household, by demographics, Spain, August 2014
Figure 166: Technology products in household, by demographics, Spain, August 2014 (continued)
Figure 167: Technology products in household, by demographics, Spain, August 2014 (continued)
Figure 168: Number of televisions in household, by country, August 2014
Figure 169: Number of televisions in household, by demographics, France, August 2014
Figure 170: Number of televisions in household, by demographics, Germany, August 2014
Figure 171: Number of televisions in household, by demographics, Italy, August 2014
Figure 172: Number of televisions in household, by demographics, Spain, August 2014
Figure 173: Features available on television(s) in the household, by country, August 2014
Figure 174: Features available on television(s) in the household, by demographics, France, August 2014
Figure 175: Features available on television(s) in the household, by demographics, Germany, August 2014
Figure 176: Features available on television(s) in the household, by demographics, Italy, August 2014
Figure 177: Features available on television(s) in the household, by demographics, Spain, August 2014
Figure 178: Technology products personally owned, by country, August 2014
Figure 179: Technology products personally owned, by demographics, France, August 2014
Figure 180: Technology products personally owned, by demographics, France, August 2014 (continued)
Figure 181: Technology products personally owned, by demographics, Germany, August 2014
Figure 182: Technology products personally owned, by demographics, Germany, August 2014 (continued)
Figure 183: Technology products personally owned, by demographics, Italy, August 2014
Figure 184: Technology products personally owned, by demographics, Italy, August 2014 (continued)
Figure 185: Technology products personally owned, by demographics, Spain, August 2014
Figure 186: Technology products personally owned, by demographics, Spain, August 2014 (continued)

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