Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Plans for purchase or upgrade of consumer technology products in the next three months, January 2013 and April 2013
- Market factors
- Internet access from smartphones and tablets increasing
- Multichannel shopping on the rise
- Pop-up stores allow manufacturers and online pure-plays to connect to customers
- Companies, brands and innovations
- The consumer
- Where do consumers purchase their technology?
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- Figure 2: Locations from which consumers purchased technology, April 2013
- How do consumers research technology purchases?
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- Figure 3: Research sources used by consumers when buying technology, April 2013
- Attitudes towards researching and buying technology
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- Figure 4: Attitudes towards researching and buying technology, April 2013
- Researching and buying on smartphones and tablets
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- Figure 5: Use of a smartphone or tablet to research and buy technology products, April 2013
- What would make consumers buy more technology in-store?
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- Figure 6: Factors that would induce consumers to buy more in-store, April 2013
- What we think
Issues and Insights
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- ‘Mobile device’ is misleading; tablets and smartphones should not necessarily be grouped together
- The issues
- The implications
- Showrooming a problem for bricks-and-mortar retailers losing sales to online competitors
- The issues
- The implications
- Next generation of shoppers likely to be multichannel
- The issues
- The implications
- Retailers play an important part in providing unbiased information to shoppers
- The issues
- The implications
Trend Application
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- Trend: Experience is All
- Trend: Who Needs Humans?
- Mintel Futures: Human
Market Drivers
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- Key points
- Smartphones the most likely thing to be purchased in the next three months
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- Figure 7: Plans for purchase or upgrade of consumer technology products in the next three months, January 2013 and April 2013
- Retail activity from smartphones increases
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- Figure 8: Devices used to access the internet in the last three months, with percentage point change from September 2012, January 2013
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- Figure 9: Proportion of smartphone owners who accessed retail applications through their devices in February 2011, February 2012 and February 2013
- Consumers more likely to shop from tablets
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- Figure 10: Top ten online activities performed on computers, smartphones and tablets, April 2013
- Over half of consumers multichannel shop
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- Figure 11: Browsing and buying from home, May 2012
- Bricks-and-mortar retailers looking to overcome showrooming
- Widening income gap may make consumers more price-conscious
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- Figure 12: Retail price index against wage growth for regular pay (excluding bonuses), March 2007-March 2013
- Pop-up shops provide a more hands-on, highly branded experience
- Top electronics retailers show positive variety
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- Figure 13: Share of consumer spending on electrical/electronic goods adjusted to exclude VAT at annual average rates, 2012
Who’s Innovating?
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- Key points
- Fresh attempts to bring together brands and product evangelists
- Reevoo takes consumer reviews offline for multichannel marketing
- John Lewis augments the high street to promote smart televisions
- PC World and Currys target last-minute shoppers with train trolleys
Companies and Products
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- Amazon.com Inc.
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- Figure 14: Amazon.com financial results, 2010-12
- Apple Retail UK
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- Figure 15: Key financials, Apple Retail UK, 2009-12
- Argos
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- Figure 16: Key financials, Argos, 2009-12
- Dixons Retail plc
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- Figure 17: Key financials, Dixons Retail UK & Ireland, 2009-12
- John Lewis plc
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- Figure 18: Key financials, John Lewis, 2009-12
Brand Communication and Promotion
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- Key points
- Manufacturers dominate top adspend positions
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- Figure 19: Top 20 companies, by technology* adspend, 2009-12
- TV still accounts for the largest minority of adspend
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- Figure 20: Adspend for technology*, by media type, 2009-12
- Tablet adspend explodes after 2010
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- Figure 21: Adspend for smartphones, televisions, tablets, computers, cameras and consoles, 2009-12
Where Do Consumers Buy Their Technology?
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- Key points
- Most shopping still done in-store
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- Figure 22: Locations from which consumers purchased technology, April 2013
- Static technology buyers favour bricks-and-mortar over digital shops
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- Figure 23: Purchases of technology, by type of retailer used, April 2013
- Supermarkets have the biggest difference between in-store and online buying
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- Figure 24: Proportion of consumers who purchase in-store and on the websites of supermarkets, specialist and generalist electronic retailers, April 2013
- Less affluent consumers tend to shop in-store
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- Figure 25: Purchase of any technology online or in-store, by gross annual average household income, November 2013
How do Consumers Research Technology Purchases?
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- Key points
- Bigger-ticket technology items more commonly researched offline
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- Figure 26: Research sources used by consumers when buying technology, April 2013
- TV research
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- Figure 27: Research sources used by consumers to purchase TVs, April 2013
- Tablet research
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- Figure 28: Research sources used by consumers to purchase tablets, April 2013
- Smartphone research
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- Figure 29: Research sources used by consumers to purchase smartphones, April 2013
- Laptop/desktop research
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- Figure 30: Research sources used by consumers to purchase laptop/desktop computers, April 2013
- Camera research
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- Figure 31: Research sources used by consumers to purchase cameras, April 2013
- Games console research
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- Figure 32: Research sources used by consumers to purchase games consoles, April 2013
Attitudes Towards Researching and Buying Technology
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- Key points
- Hands-on experience important for portable device sales
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- Figure 33: Attitudes towards researching and buying technology, April 2013
- Younger consumers more likely to seek out multichannel
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- Figure 34: Proportion of consumers who would prefer to browse technology in-store and then buy online from the same or a different retailer, by age, April 2013
- Newer device categories escape in-store bias from older consumers
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- Figure 35: Preference for purchasing technology in-store rather than online, by 16-24s and over-65s, April 2013
Researching and Buying on Smartphones and Tablets
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- Key points
- Almost half of all tablet and smartphone owners using devices to research purchases
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- Figure 36: Use of a smartphone or tablet to research and buy technology products, April 2013
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- Figure 37: Use of a manufacturer or retailer website to research technology products, April 2013
- Smartphone and tablet research: app vs website use
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- Figure 38: Use of a specific app, retailer or manufacturer’s website to research technology on a smartphone, by age, April 2013
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- Figure 39: Use of a specific app, retailer or manufacturer’s website to research technology on a tablet, by age, April 2013
- Tablet owners more likely to purchase through their devices
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- Figure 40: Use of smartphones and tablets to purchase technology products, April 2013
- Londoners significantly more likely to shop from tablets whilst in-store
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- Figure 41: Proportion of tablet owners who have used their tablet to purchase a technology product from a high street retailer’s website whilst in their or another retailer’s store, by region, April 2013
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- Figure 42: Proportion of consumers who have a tablet in the home, by region, January 2013
- Women less comfortable purchasing technology
What Would Make Consumers Buy More Technology In-Store?
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- Key points
- Saving money a primary concern for consumers
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- Figure 43: Factors that would induce consumers to buy more in-store, April 2013
- Younger consumers are more likely to want a warranty
- Differences hint at importance of the experience
Appendix – Where Do Consumers Buy Their Technology?
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- Figure 44: Locations at which consumers purchased technology, April 2013
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- Figure 45: Locations at which consumers purchased other technology, April 2013
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- Figure 46: Online locations at which consumers purchased all technology, by demographics, April 2013
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- Figure 47: In-store locations at which consumers purchased all technology, by demographics, April 2013
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- Figure 48: Online locations at which consumers purchased a TV, by demographics, April 2013
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- Figure 49: In-store locations at which consumers purchased a TV, by demographics, April 2013
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- Figure 50: Online locations at which consumers purchased portable technology, by demographics, April 2013
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- Figure 51: In-store locations at which consumers purchased portable technology, by demographics, April 2013
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- Figure 52: Online locations at which consumers purchased static technology, by demographics, April 2013
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- Figure 53: In-store locations at which consumers purchased static technology, by demographics, April 2013
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- Figure 54: Online locations at which consumers purchased a tablet, by demographics, April 2013
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- Figure 55: In-store locations at which consumers purchased a tablet, by demographics, April 2013
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- Figure 56: Online locations at which consumers purchased a smartphone, by demographics, April 2013
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- Figure 57: In-store locations at which consumers purchased a smartphone, by demographics, April 2013
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- Figure 58: Online locations at which consumers purchased a laptop/desktop, by demographics, April 2013
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- Figure 59: In-store locations at which consumers purchased a laptop/desktop, by demographics, April 2013
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- Figure 60: Online locations at which consumers purchased a camera, by demographics, April 2013
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- Figure 61: In-store locations at which consumers purchased a camera, by demographics, April 2013
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- Figure 62: Online locations at which consumers purchased a games console, by demographics, April 2013
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- Figure 63: In-store locations at which consumers purchased a games console, by demographics, April 2013
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Appendix – How do Consumers Research Technology Purchases?
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- Figure 64: Research sources used by consumers when buying technology, April 2013
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- Figure 65: Research sources used by consumers when buying other technology, April 2013
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- Figure 66: Most popular research sources used by consumers when buying technology, by demographics, April 2013
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- Figure 67: Next most popular research sources used by consumers when buying technology, by demographics, April 2013
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- Figure 68: Most popular research sources used by consumers when buying a TV, by demographics, April 2013
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- Figure 69: Next most popular research sources used by consumers when buying a TV, by demographics, April 2013
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- Figure 70: Most popular research sources used by consumers when buying portable technology, by demographics, April 2013
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- Figure 71: Next most popular research sources used by consumers when buying portable technology, by demographics, April 2013
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- Figure 72: Most popular research sources used by consumers when buying static technology, by demographics, April 2013
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- Figure 73: Next most popular research sources used by consumers when buying static technology, by demographics, April 2013
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- Figure 74: Most popular research sources used by consumers when buying a tablet, by demographics, April 2013
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- Figure 75: Next most popular research sources used by consumers when buying a tablet, by demographics, April 2013
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- Figure 76: Most popular research sources used by consumers when buying a smartphone, by demographics, April 2013
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- Figure 77: Next most popular research sources used by consumers when buying a smartphone, by demographics, April 2013
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- Figure 78: Most popular research sources used by consumers when buying a laptop/desktop, by demographics, April 2013
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- Figure 79: Next most popular research sources used by consumers when buying a laptop/desktop, by demographics, April 2013
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- Figure 80: Most popular research sources used, by consumers when buying a camera, by demographics, April 2013
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- Figure 81: Next most popular research sources used by consumers when buying a camera, by demographics, April 2013
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- Figure 82: Most popular research sources used by consumers when buying a games console, by demographics, April 2013
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- Figure 83: Next most popular research sources used by consumers when buying a games console, by demographics, April 2013
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Appendix – Attitudes Towards Researching and Buying Technology
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- Figure 84: Attitudes towards researching technology, April 2013
- Figure 85: Attitudes towards researching technology, April 2013
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- Figure 86: Attitudes towards researching technology, by demographics, April 2013
- Figure 87: Attitudes towards researching portable technology, by demographics, April 2013
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- Figure 88: Attitudes towards researching static technology, by demographics, April 2013
- Figure 89: Attitudes towards researching a TV, by demographics, April 2013
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- Figure 90: Attitudes towards researching a tablet, by demographics, April 2013
- Figure 91: Attitudes towards researching a smartphone, by demographics, April 2013
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- Figure 92: Attitudes towards researching a laptop/desktop, by demographics, April 2013
- Figure 93: Attitudes towards researching a camera, by demographics, April 2013
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- Figure 94: Attitudes towards researching a games console, by demographics, April 2013
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Appendix – Researching and Buying on Smartphones and Tablets
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- Figure 95: Researching and buying behaviours on smartphones and tablets, April 2013
- Figure 96: Researching and buying behaviours on smartphones and tablets, April 2013
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- Figure 97: Most popular researching and buying behaviours on smartphones, by demographics, April 2013
- Figure 98: Next most popular researching and buying behaviours on smartphones, by demographics, April 2013
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- Figure 99: Other researching and buying behaviours on smartphones, by demographics, April 2013
- Figure 100: Most popular researching and buying behaviours on tablets, by demographics, April 2013
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- Figure 101: Next most popular researching and buying behaviours on tablets, by demographics, April 2013
- Figure 102: Other researching and buying behaviours on tablets, by demographics, April 2013
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Appendix – What Would Make Consumers Buy More Technology In-Store?
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- Figure 103: Factors that would induce consumers to buy more in-store, April 2013
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- Figure 104: Factors that would induce consumers to buy more in-store, by most popular factors that would induce consumers to buy more in-store, April 2013
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- Figure 105: Factors that would induce consumers to buy more in-store, by next most popular factors that would induce consumers to buy more in-store, April 2013
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- Figure 106: Most popular factors that would induce consumers to buy more in-store, by demographics, April 2013
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- Figure 107: Next most popular factors that would induce consumers to buy more in-store, by demographics, April 2013
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