Table of Contents
Executive Summary
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- Smartphone purchasing returns to normal levels after H1 slump
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- Figure 1: Technology products bought in the last three months, January 2019-September 2020
- Next-gen console launches prompt spike in planned purchasing
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- Figure 2: Technology products plan to buy in the next three months, January 2019-September 2020
- Fitness bands benefiting more than smartwatches as people turn to tech for health during COVID-19
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- Figure 3: Ownership of wearable devices, November 2014-September 2020
- Smartphones the key growth device for online shopping, while more people turn to reviews and comparison sites
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- Figure 4: Online activities done in the last three months on any device*, April 2019-September 2020
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- Figure 5: Online activities done in the last three months on a smartphone, April 2019-September 2020
- Hybrid laptops should be able to benefit from the shift to home working
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- Figure 6: Ownership of computers, by form factor. June 2017-September 2020
- Tech gifting market has room for expansion
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- Figure 7: Technology products people would consider buying as gifts, September 2020
- Potential recipients of technology products as gifts
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- Figure 8: Potential recipients of technology products as gifts, September 2020
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, January 2019-September 2020
- Planned purchasing
- Key points
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- Figure 10: Technology products plan to buy in the next three months, January 2019-September 2020
- Mobile phone ownership
- Key points
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- Figure 11: Ownership of mobile phones, January 2012-September 2020
- Wearable technology ownership
- Key points
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- Figure 12: Ownership of wearable devices, November 2014-September 2020
- 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 2020
- Computer form factors
- Key points
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- Figure 15: Ownership of computers, by form factor. June 2017-September 2020
- TV ownership
- Key points
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- Figure 16: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2020
- TV connectivity
- Key points
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- Figure 17: Household TV connectivity, January 2019-September 2020
- Other household technology ownership
- Key points
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- Figure 18: Ownership of other household technology products, January 2012-September 2020
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*, April 2019-September 2020
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- Figure 20: Online activities done in the last three months on a desktop/laptop, April 2019-September 2020
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- Figure 21: Online activities done in the last three months on a tablet, April 2019-September 2020
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- Figure 22: Online activities done in the last three months on a smartphone, April 2019-September 2020
- Other digital activity
- Key points
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- Figure 23: Other digital activity in the last three months, January 2020-September 2020
Headline Data – Special Focus: Gifting of Technology Products
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- Technology products considered as gifts
- Key points
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- Figure 24: Technology products people would consider buying as gifts, September 2020
- Potential recipients of technology products as gifts
- Key points
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- Figure 25: Potential recipients of technology products as gifts, September 2020
Key Trends This Quarter
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- Next-gen console launches prompt spike in planned purchasing
- Fitness bands benefiting more than smartwatches as people turn to tech for health during COVID-19
- Smartphone purchasing returns to normal levels after H1 slump
- 35-44s and 55-64s were key smartphone buyers this quarter
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- Figure 26: Smartphones bought in the last three months, by age, June 2019-September 2020
- Smartphones the key growth device for online shopping
- Contactless payments continue to grow
- Consumers turning to online reviews and price comparison sites more during the pandemic
- Return to digital detox
Insight: Key Targets in the Technology Gifting Market
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- What we’ve seen
- Tech gifting market has room for expansion
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- Figure 27: Types of Christmas gifts purchased in 2019, January 2020
- Fitness bands top of the tree
- The gift of communication
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- Figure 28: Potential recipients of technology products as gifts, September 2020
- Targeting ethical gifters
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- Figure 29: Samsung Global Goals lock screen messages
- What it means
Insight: Making the Most of M-commerce Growth
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- What we’ve seen
- Smartphones gain ground on PCs and tablets as online shopping platforms
- Middle age ranges the key drivers of m-commerce growth
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- Figure 30: Activities done on a smartphone in the last three months, by age, April 2019-September 2020
- More time at home means more opportunities across the board
- Social solutions for smartphone natives
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- Figure 31: WhatsApp Carts
- Engaging through AR
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- Figure 32: Pinterest Try On
- Simplicity and trust will be key for attracting new m-commerce converts
- What it means
Insight: The Impact of Home Working on the PC Market
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- What we’ve seen
- Computer sales still going strong nine months after first lockdown
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- Figure 33: Retail sales performance by category (total sales) 1 – 28 November 2020
- Hybrid laptops should be able to benefit from this shift to home working
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- Figure 34: Ownership of computers, by form factor. June 2017-September 2020
- Legacy laptop owners will need to upgrade, while ex-owners will need to buy back in
- Two-for-one replacements a potentially attractive proposition
- Reviews are crucial to success in the category, and hybrid targets are key readers and writers
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- Figure 35: Read or written product reviews on any device in the last three months, by parental status, September 2020
- What it means
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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