Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Future Opportunities
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- Stability
- Switch off
Market in Brief
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- The rise of the mobile phone
- General attitudes towards mobile communication
- A nation happy to keep in touch online
- Online communication drives content sharing
Internal Market Environment
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- Key points
- Growing penetration of broadband
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- Figure 1: Broadband penetration, by demographics, 2004-09
- Online activities focused on communications
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- Figure 2: Types of activity undertaken on the internet, April 2009-July 2010
- Growing ownership of new technology
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- Figure 3: Device ownership summary, April 2009-July 2010
- Social networking goes mobile
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- Figure 4: Sites visited using a mobile phone, July 2009-July 2010
Broader Market Environment
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- Key points
- An ageing population brings new opportunities
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- Figure 5: Trends in the age structure of the UK population, 2005-15
- Shrinking households spark a greater need to connect
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- Figure 6: UK households, by size, 2005-15
The Communications Market in Context
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- Trends in usage of mobile voice calls and SMS texts
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- Figure 7: Number of minutes spent talking on mobile phones*, Q2 2004-Q1 2010
- Figure 8: Total number of text messages sent annually, 2004-09
- Mobile internet connectivity on the move
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- Figure 9: Mobile data volumes, Q4 2007-Q4 2009
- Increased popularity tests the limits of capacity
- Falling demand for fixed lines
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- Figure 10: Number of fixed lines, 2004-09
- Usage of email and instant messenger by brand
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- Figure 11: Selected leading internet messenger services, August 2010
- Figure 12: Top ten email sites, August 2010
- Time spent social networking compared to other sites
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- Figure 13: Usage of selected social networks, by total unique visitors, reach, total minutes spent, total visits and average minutes per visit, August 2010
Who’s Innovating?
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- Key points
- Communication by shopping
- Blending online with offline communication
- Enabling the deaf to communicate online
- Micromobs for friends and family
- Facebook comes to Hotmail, Messenger and Skype
Communication between Friends and Family
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- On a daily basis mobile and texts dominate
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- Figure 14: Communication channels used on a daily basis, August 2010
- Fixed lines remain important to older consumers
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- Figure 15: Communication channels used once or twice a week, August 2010
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- Figure 16: Frequency of usage of mobile phones to keep in contact with friends and family, by gender and age, August 2010
- Young most avid users of texts, social networks and messenger
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- Figure 17: Selected communication channels used on a daily basis, by age, August 2010
- Women more likely to text on a daily basis
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- Figure 18: Selected communication used daily to keep in contact with friends and family, by gender, August 2010
- VoIP services versus fixed-line calls
- There is still a place for traditional correspondence
Trends in Communication Patterns
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- Growth of social networks as a communication tool
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- Figure 19: Frequency of usage of mobile phones to keep in contact with friends and family, by gender and age, August 2010
- Usage of communication channels by age
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- Figure 20: Communication channels used more to communicate with friends and family compared to two years ago, by age, August 2010
Attitudes Towards Communication Channels
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- Key points
- Fixed-line calls – are they still essential?
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- Figure 21: Words/phrases associated with methods of communication, August 2010
- Figure 22: Words/phrases associated with further methods of communication, August 2010
- Social networks – fun, but not essential
- Could recent security issues be Facebook’s undoing?
- Other consumer associations
Usage of Technology to Arrange Leisure Activities
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- Key points
- The dominance of mobile voice and SMS text messages
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- Figure 23: Most important communication methods to arrange out-of-home leisure activities with friends or family, August 2010
- Young favour text messages over calls
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- Figure 24: Selected communication methods ranked first to arrange out-of-home leisure activities with friends or family, by age, August 2010
Attitudes Towards Mobile Communication
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- Key points
- Mobiles leading to flexible plans and venue hopping
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- Figure 25: Statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
- Young value connectivity, old see it as a distraction
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- Figure 26: Any agree statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
Attitudes Towards Social Networks
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- Key points
- Privacy controls take centre stage
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- Figure 27: Statements on using social networks, August 2010
- Creators versus spectators
- Which consumers prefer to be in constant contact?
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- Figure 28: Any agree statements on using social networks, by age, August 2010
- Females are the most avid social networkers
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- Figure 29: Any agree statements on using social networks, by gender, August 2010
What do Consumers Like to Share Online?
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- Photos the most likely to be shared online
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- Figure 30: Things personally shared with friends and family over the web in the last 12 months, August 2010
- Video versus photo
- Impact of family life on sharing video
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- Figure 31: Things personally shared with friends and family over the web in the last 12 months, by presence of children in the household, August 2010
- Gender differences in sharing content online
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- Figure 32: Things personally shared with friends and family over the web in the last 12 months, by gender, August 2010
- The propensity to share declines with age
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- Figure 33: Things personally shared with friends and family over the web in the last 12 months, by age, August 2010
- Range of things shared online
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- Figure 34: Repertoire of types of things personally shared with friends and family over the web in the last 12 months, by demographics, August 2010
Connected Consumer Targeting Opportunities
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- Figure 35: Usage of mobile communications for leisure-targeting opportunities, August 2010
- Mobile Facilitators
- Mobile Addicts
- Communications Shy
- Target groups versus content shared online
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- Figure 36: Things personally shared with friends and family over the web in the last 12 months, by target groups, August 2010
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- Figure 37: Repertoire of things personally shared with friends and family over the web in the last 12 months, by target groups, August 2010
- Target groups versus attitudes towards social networking
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- Figure 38: Statements on using social networks, by target groups, August 2010
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Appendix – Trends in Communication Patterns
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- Figure 39: Usage of social networking sites, November 2006-August 2010
- Figure 40: Usage of social-networking sites, November 2006-August 2010
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Appendix – Communication Between Friends and Family
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- Figure 41: Frequency of usage of mobile calls to communicate with friends and family, by demographics, August 2010
- Figure 42: Frequency of usage of SMS text message to communicate with friends and family, by demographics, August 2010
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- Figure 43: Frequency of usage of MMS picture message to communicate with friends and family, by demographics, August 2010
- Figure 44: Frequency of usage of email (outside of social networks) to communicate with friends and family, by demographics, August 2010
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- Figure 45: Frequency of usage of fixed-line calls to communicate with friends and family, by demographics, August 2010
- Figure 46: Frequency of usage VoIP calls (eg Skype) to communicate with friends and family, by demographics, August 2010
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- Figure 47: Frequency of usage of letter/post to communicate with friends and family, by demographics, August 2010
- Figure 48: Frequency of usage of social network messages/chat to communicate with friends and family, by demographics, August 2010
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- Figure 49: Frequency of usage of instant messenger (outside of social networks) to communicate with friends and family, by demographics, August 2010
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Appendix – Trends in Communication Patterns
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- Figure 50: Usage of mobile calls to communicate with friends and family compared to two years ago, by demographics, August 2010
- Figure 51: Usage of SMS text message to communicate with friends and family compared to two years ago, by demographics, August 2010
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- Figure 52: Usage of MMS picture message to communicate with friends and family compared to two years ago, by demographics, August 2010
- Figure 53: Usage of email (outside of social networks) to communicate with friends and family compared to two years ago, by demographics, August 2010
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- Figure 54: Usage of fixed-line calls to communicate with friends and family compared to two years ago, by demographics, August 2010
- Figure 55: Usage of VoIP calls (eg Skype) to communicate with friends and family compared to two years ago, by demographics, August 2010
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- Figure 56: Usage of letter/post to communicate with friends and family compared to two years ago, by demographics, August 2010
- Figure 57: Usage of social network messages/chat to communicate with friends and family compared to two years ago, by demographics, August 2010
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- Figure 58: Usage of instant messenger (outside social network) to communicate with friends and family compared to two years ago, by demographics, August 2010
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Appendix – Attitudes Towards Communication Channels
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- Figure 59: Most popular communication methods associated with the word 'accessible', by demographics, August 2010
- Figure 60: Next most popular communication methods associated with the word 'accessible', by demographics, August 2010
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- Figure 61: Most popular communication methods associated with the word 'fun', by demographics, August 2010
- Figure 62: Next most popular communication methods associated with the word 'fun', by demographics, August 2010
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- Figure 63: Communication methods associated with the word 'expensive', by demographics, August 2010
- Figure 64: Communication methods associated with the word 'addictive', by demographics, August 2010
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- Figure 65: Most popular communication methods associated with the word 'cheap', by demographics, August 2010
- Figure 66: Next most popular communication methods associated with the word 'cheap', by demographics, August 2010
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- Figure 67: Communication methods associated with the word 'poor quality', by demographics, August 2010
- Figure 68: Communication methods associated with the word 'alienating', by demographics, August 2010
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- Figure 69: Communication methods associated with the word 'boring', by demographics, August 2010
- Figure 70: Communication methods associated with the word 'impersonal', by demographics, August 2010
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- Figure 71: Most popular communication methods associated with the word 'essential', by demographics, August 2010
- Figure 72: Next most popular communication methods associated with the word 'essential', by demographics, August 2010
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- Figure 73: Most popular communication methods associated with the word 'overrated', by demographics, August 2010
- Figure 74: Next most popular communication methods associated with the word 'overrated', by demographics, August 2010
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- Figure 75: Communication methods associated with the word 'invasive', by demographics, August 2010
- Figure 76: Most popular communication methods associated with the word 'convenient', by demographics, August 2010
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- Figure 77: Next most popular communication methods associated with the word 'convenient', by demographics, August 2010
- Figure 78: Most popular communication methods associated with the word 'sociable', by demographics, August 2010
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- Figure 79: Next most popular communication methods associated with the word 'sociable', by demographics, August 2010
- Figure 80: Most popular communication methods associated with the word 'time-consuming', by demographics, August 2010
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- Figure 81: Next most popular communication methods associated with the word 'time-consuming', by demographics, August 2010
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Appendix – Usage of Technology to Arrange Leisure Activities
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- Figure 82: Importance of mobile calls to arrange an out-of-home leisure activity with friends or family, by demographics, August 2010
- Figure 83: Importance of SMS text message to arrange an out-of-home leisure activity with friends or family, by demographics, August 2010
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- Figure 84: Importance of email (outside of social networks) to arrange an out-of-home leisure activity with friends or family, by demographics, August 2010
- Figure 85: Importance of fixed-line calls to arrange an out-of-home leisure activity with friends or family, by demographics, August 2010
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- Figure 86: Importance of letter/post to arrange an out-of-home leisure activity with friends or family, by demographics, August 2010
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Appendix – Attitudes Towards Mobile Communication
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- Figure 87: Statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
- Figure 88: Statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
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- Figure 89: Statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
- Figure 90: Statements on using mobile phones during or on your way to do out-of-home leisure activities, August 2010
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Appendix – Attitudes Towards Social Networks
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- Figure 91: Statements on using social networks, by demographics, August 2010
- Figure 92: Statements on using social networks, by demographics, August 2010
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- Figure 93: Statements on using social networks, by demographics, August 2010
- Figure 94: Statements on using social networks, by demographics, August 2010
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Appendix – What do Consumers Like to Share Online?
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- Figure 95: Most popular things personally shared with friends and family over the web in the last 12 months, by demographics, August 2010
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- Figure 96: Next most popular things personally shared with friends and family over the web in the last 12 months, by demographics, August 2010
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- Figure 97: Repertoire of things personally shared with friends and family over the web in the last 12 months, by demographics, August 2010
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Appendix – Connected Consumer Targeting Opportunities
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- Figure 98: Statements on using mobile phones during or on your way to do out-of-home leisure activities by target groups, August 2010
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- Figure 99: Target groups, by demographics, August 2010
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