Table of Contents
Executive Summary
-
- Nearly one in ten have made a COVID-prompted technology purchase…
-
- Figure 1: Technology products bought since beginning of COVID-19 outbreak, December 2020
- Figure 2: Whether would have bought technology products if COVID-19 had not occurred, December 2020
- …but more than two in ten have delayed a purchase because of the pandemic
-
- Figure 3: Technology products put off buying because of COVID-19 outbreak, December 2020
- Instant messaging and music streaming use remained high throughout 2020
-
- Figure 4: Online activities done in the last three months on any device*, June 2019-December 2020
- Use of tech for fitness tailed off towards year-end
-
- Figure 5: Other digital activity in the last three months, January 2020-December 2020
- Home workers spending more on tech
-
- Figure 6: Technology products bought since beginning of COVID-19 outbreak, by employment status and whether have moved to home working, December 2020
- Building ethical credentials can pay dividends for tech brands
-
- Figure 7: Attitudes to brand values, diversity and technology, by age, March 2021
Headline Data – Technology Ownership and Purchasing
-
- Mobile phone ownership
- Key points
-
- Figure 8: Ownership of mobile phones, January 2012-December 2020
- Wearable technology ownership
- Key points
-
- Figure 9: Ownership of wearable devices, November 2014-December 2020
- Other personal technology ownership
- Key points
-
- Figure 10: Ownership of digital/video cameras and portable games consoles, December 2013-September 2019
- Computer ownership
- Key points
-
- Figure 11: Ownership of computers, January 2012-December 2020
- Computer form factors
- Key points
-
- Figure 12: Ownership of computers, by form factor. June 2017-December 2020
- TV ownership
- Key points
-
- Figure 13: Household ownership of HD and Ultra HD 4K televisions, July 2016-December 2020
- TV connectivity
- Key points
-
- Figure 14: Household TV connectivity, January 2019-December 2020
- Other household technology ownership
- Key points
-
- Figure 15: Ownership of other household technology products, January 2012-December 2020
Headline Data – Online Activities
-
- Digital activities on computers, tablets and smartphones
- Key points
-
- Figure 16: Online activities done in the last three months on any device*, June 2019-December 2020
-
- Figure 17: Online activities done in the last three months on a desktop/laptop, June 2019-December 2020
- Figure 18: Online activities done in the last three months on a tablet, June 2019-December 2020
-
- Figure 19: Online activities done in the last three months on a smartphone, June 2019-December 2020
- Other digital activity
- Key points
-
- Figure 20: Other digital activity in the last three months, January 2020-December 2020
Headline Data – Special Focus: Impact of COVID-19 on Technology Purchasing
-
- Purchases prompted or delayed by COVID-19
- Key points
-
- Figure 21: Technology products bought since beginning of COVID-19 outbreak, December 2020
- Figure 22: Whether would have bought technology products if COVID-19 had not occurred, December 2020
-
- Figure 23: Technology products put off buying because of COVID-19 outbreak, December 2020
- Figure 24: Technology products bought online or in-store since COVID-19 outbreak, December 2020
- Attitudes to technology products during COVID-19
- Key points
-
- Figure 25: Attitudes towards technology products, December 2020
Key Trends This Quarter
-
- Instant messaging boost maintained through to December
- Music streaming remains high despite the disappearance of the commute
- Use of tech for fitness tailed off towards year-end
- Core tech devices retained primacy throughout COVID
- AIO ownership edges up
- Smart speaker market has failed to capitalise on stay-at-home lifestyles
- Eight in ten tech buyers bought online during COVID, while nearly three in ten went in-store
Insight: The Net Impact of COVID-19 on Technology Purchasing
-
- What we’ve seen
- Nearly one in ten have made a COVID-prompted technology purchase
-
- Figure 26: Technology products bought since beginning of COVID-19 outbreak, December 2020
-
- Figure 27: Whether would have bought technology products if COVID-19 had not occurred, December 2020
- Delayed purchases and pent-up demand
-
- Figure 28: Technology products put off buying because of COVID-19 outbreak, December 2020
-
- Figure 29: The financial confidence index, January 2015-March 2021
- Delaying purchases in many cases a precaution not a necessity
-
- Figure 30: Delayed any technology purchase because of COVID-19, by financial situation and household income, December 2020
-
- Figure 31: Change in savings level since start of COVID-19 outbreak, 4th March - 12th March 2021
- Premium products can benefit from pent-up spending power
- Hands-on experience is key to tech purchases for over half of adults
- A two-pronged approach for different groups who value the in-store experience
-
- Figure 32: Agreement with the statement “I usually only buy a new technology product if I've seen/tried it in-person first”, by age, December 2020
- Parents of young children will be key targets as confidence grows
-
- Figure 33: Technology products bought since the COVID-19 outbreak or delayed as a result of it, by age of children in household, December 2020
- After the lockdown laptop purchases, it could be time for more indulgent tech purchases
-
- Figure 34: Technology products put off buying because of COVID-19 outbreak, by age of children in household, December 2020
- What it means
Insight: Technology Habits of Home Workers
-
- What we’ve seen
- The long-term shift to homeworking will see tech enthusiasts spending more time at home
- Investing in devices for work and leisure
-
- Figure 35: Technology products bought since beginning of COVID-19 outbreak, by employment status and whether have moved to home working, December 2020
- Conditions are right for spending to continue even as restrictions are lifted
- TV and peripheral sales can benefit from delayed Euro 2020 and the new generation of games consoles
- Receptive targets for premium subscription services
-
- Figure 36: Online activities done on any device in the last three months, by employment status and whether have moved to home working, December 2020
- What it means
Insight: Green and Ethical Credentials Coming to the Fore in Tech
-
- What we’ve seen
- Importance of ethical issues to the modern consumer
-
- Figure 37: UK - Ethical attitudes, March 2021
- Ethical messaging has not historically been high on the tech agenda
-
- Figure 38: Consideration of company/brand ethics when making a purchase, by retail sector, January 2019
-
- Figure 39: Top brands by agreement with “Ethical”, January 2019-November 2020
- Starting to getting on-message
- Equality also coming more into focus
- It’s not just about image – walking the walk can deliver tangible benefits
-
- Figure 40: Attitudes to brand values, diversity and technology, by age, March 2021
- What else can brands do to build their credentials?
- What it means
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Abbreviations
Back to top