Table of Contents
Executive Summary
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- Smartphones remain the most-purchased device
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- Figure 1: Technology products bought in the last three months, June 2017-September 2019
- Fitness band ownership and shipments still higher than smartwatches
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- Figure 2: Ownership of wearable devices, November 2014-September 2019
- Laptops the main devices for online shopping overall, but under-25s are platform-agnostic
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- Figure 3: Online activities done in the last three months on a desktop/laptop, June 2017-September 2019
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- Figure 4: Online activities done in the last three months on a smartphone, June 2017-September 2019
- More than half of smartphone owners cutting down screen time
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- Figure 5: Smartphone activities cut down on in the last six months, September 2019
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- Figure 6: Laptop, desktop or tablet activities cut down on in the last six months, September 2019
- Figure 7: Cut down on any smartphone activities or laptop/desktop/tablet activities in the last six months, September 2019
- Deleting apps the most common means of cutting down
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- Figure 8: Methods used to cut down on smartphone, tablet, laptop or desktop computer activity in the last 6 months, September 2019
Headline Data – Technology Ownership and Purchasing
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- Recent purchasing
- Key points
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- Figure 9: Technology products bought in the last three months, June 2017-September 2019
- Planned purchasing
- Key points
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- Figure 10: Technology products plan to buy in the next three months, June 2017-September 2019
- Mobile phone ownership
- Key points
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- Figure 11: Ownership of mobile phones, January 2012-September 2019
- Wearable technology ownership
- Key points
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- Figure 12: Ownership of wearable devices, November 2014-September 2019
- Other personal technology ownership
- Key points
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- Figure 13: Ownership of digital/video cameras and portable games consoles, December 2013-September 2019
- Computer ownership
- Key points
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- Figure 14: Ownership of computers, January 2012-September 2019
- Computer form factors
- Key points
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- Figure 15: Types of laptop and desktop owned. June 2017-September 2019
- TV ownership
- Key points
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- Figure 16: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2019
- TV connectivity
- Key points
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- Figure 17: Household TV connectivity, January 2019-September 2019
- Other household technology ownership
- Key points
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- Figure 18: Ownership of other household technology products, January 2012-September 2019
Headline Data – Online Activities
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- Digital activities on computers, tablets and smartphones
- Key points
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- Figure 19: Online activities done in the last three months on any device*, June 2017-September 2019
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- Figure 20: Online activities done in the last three months on a desktop/laptop, June 2017-September 2019
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- Figure 21: Online activities done in the last three months on a tablet, June 2017-September 2019
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- Figure 22: Online activities done in the last three months on a smartphone, June 2017-September 2019
- Other digital activity
- Key points
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- Figure 23: Other digital activity in the last three months, April 2017-September 2019
Headline Data – Special Focus: Cutting Down on Screen Time
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- Smartphone, PC and tablet activities people have cut down on
- Key points
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- Figure 24: Smartphone activities cut down on in the last six months, September 2019
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- Figure 25: Laptop, desktop or tablet activities cut down on in the last six months, September 2019
- Figure 26: Cut down on any smartphone activities or laptop/desktop/tablet activities in the last six months, September 2019
- Other digital activities people have cut down on
- Key points
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- Figure 27: TV or gaming cut down on in the last six months, September 2019
- Methods used to cut down
- Key points
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- Figure 28: Methods used to cut down on smartphone, tablet, laptop or desktop computer activity in the last 6 months, September 2019
Key Consumer Trends and Product Launches
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- More foldable phones arriving
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- Figure 29: Motorola Razr
- Competition in core features continues
- Pushing boundaries in the mid-range
- Looking to 5G for growth in 2020
- Laptops still the workhorses of the tech world
- Big guns shoot for share of replacement market
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- Figure 30: Samsung Galaxy Book S
- Companies look for new ways to embed voice into everyday lives
- BBC and NatWest move to make their voices heard
- Smartwatch growth continues but fitness band ownership remains higher
- A more advanced health and fitness focus
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- Figure 31: Michael Kors Access MKGO
- Tapping into platform-agnostic shopping habits
- A mobile Christmas?
Insight: Targeting the New Generation of Platform-agnostic Shoppers
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- What we’ve seen
- The PC remains the main shopping device, but not for the under-25s
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- Figure 32: Online activities done in the last three months on desktop/laptop computers and smartphones, September 2019
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- Figure 33: Online activities done in the last three months on desktop/laptop computers and smartphones by 16-24s, September 2019
- Make shopping social – and immediate
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- Figure 34: Instagram Checkout
- Use social platforms as a test bed for new technology activations
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- Figure 35: Snapchat visual search
- Figure 36: WeMakeUp, AR Ad on Facebook
- Be ready to chat
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- Figure 37: Use of instant messaging on smartphones and desktop/laptop computers, September 2019
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- Figure 38: Just Eat Facebook Messenger chatbot
- What it means
Insight: Tapping into the Desire for Digital Detox
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- What we’ve seen
- More than half of smartphone owners trying to cut down on screen time
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- Figure 39: Smartphone activities cut down on in the last six months, September 2019
- Implications for tech platforms and the brands that use them
- Opportunities exist beyond bans and challenges
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- Figure 40: “The Phone Cleanse”, from Xfinity Mobile
- Making timely interventions will be welcomed
- Brands are in danger of falling foul of an “all or nothing” approach by consumers
- Brands from all sectors can get involved
- Target employers with the incentive of staff retention
- What it means
Insight: Healthy Outlook for the Smartwatch Market
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- What we’ve seen
- Smartwatch manufacturers taking the health message to heart
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- Figure 41: Withings Move ECG and Health Mate app
- Medical monitoring is the key message …
- … as big tech brands target healthcare
- Dealing in data
- Devices offering holistic health solutions will win market share
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- Figure 42: Moodbeam One bracelet
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- Figure 43: Ava fertility tracking bracelet
- What it means
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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