Table of Contents
Executive Summary
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- Consumer technology products
- Household ownership of consumer technology products
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- Figure 1: Household ownership of consumer technology products, June and October 2014
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- Figure 2: Household ownership of computers and e-readers, January 2012 - October 2014
- Personal ownership of consumer technology products
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- Figure 3: Personal ownership of consumer technology products, June and October 2014
- Planned purchase or upgrade of consumer technology products
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- Figure 4: Plans for purchase or upgrade of consumer technology products in the next three months, June and October 2014
- Internet access
- Devices used to access the internet
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- Figure 5: Devices used to access the internet in the last three months, October 2014, and percentage-point change between September 2013 and October 2014
- Online activities
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- Figure 6: Online activities performed in the past three months, April 2014 – October 2014
- Focus on: E-commerce
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- Figure 7: Online shopping activities performed in the past three months, by device, October 2014
- Online media subscriptions
- Video streaming leads the way in paid online media
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- Figure 8: Online media services subscribed to, October 2014
- Alternative subscription methods could prompt sign-ups
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- Figure 9: Interest in subscribing to online media services in the next 12 months, October 2014
- Consumers happy to put up with ads in exchange for free access
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- Figure 10: Attitudes towards online media subscriptions, October 2014
- What we think
Consumer Technology Products – Overview
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- Key points
- Household ownership of consumer technology products
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- Figure 11: Household ownership of consumer technology products, June and October 2014
- Personal ownership of consumer technology products
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- Figure 12: Personal ownership of consumer technology products, June and October 2014
- Multitasking continues to prompt device convergence
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- Figure 13: Household/personal ownership of consumer technology products, September 2013 and October 2014
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- Figure 14: Online activities performed on smartphones and tablets, September 2012 and October 2014
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- Figure 15: Sony QX10 lens style camera for smartphones and tablets
- Tablets and e-readers bridge the digital divide
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- Figure 16: Household/personal ownership of consumer technology products, by generation, October 2014
- Planned purchase or upgrade of consumer technology products
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- Figure 17: Plans for purchase or upgrade of consumer technology products in the next three months, June and October 2014
- Focus on smartwatches
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- Figure 18: Apple iPhone 6 and Apple Watch, unveiled September 2014
- Brands must avoid making fashion faux pas
Consumer Technology Products – Televisions
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- Key points
- Ownership trends
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- Figure 19: Household ownership of television sets, June and October 2014
- Plans for purchase or upgrade
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- Figure 20: Plans for purchase or upgrade of television sets in the next three months, June and October 2014
- Older consumers more likely to have upgraded to smart TVs in the last year
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- Figure 21: Household ownership of televisions, by age, September 2013 and October 2014
- Viewing on secondary devices sees younger consumers ditch smaller sets
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- Figure 22: Number of televisions in household, September 2013 and October 2014
Consumer Technology Products – Computers, Tablets and e-readers
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- Key points
- Ownership trends
- Household ownership patterns
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- Figure 23: Household ownership of computers and e-readers, January 2012 - October 2014
- Personal ownership patterns
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- Figure 24: Personal ownership of computers and e-readers, December 2013 - October 2014
- Plans for purchase or upgrade
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- Figure 25: Plans for purchase or upgrade of computers and e-readers in the next three months, June and October 2014
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- Figure 26: Apple iPad Air 2 and iPad mini 3, unveiled October 2014
- Post-PC era fails to materialise
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- Figure 27: Household ownership of computers, by form factor, October 2014
- Could an unlimited e-book service save the e-reader market from saturation?
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- Figure 28: Personal ownership of e-readers, by gender and age, December 2013 – October 2014
Consumer Technology Products – Mobile Phones
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- Key points
- Ownership trends
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- Figure 29: Personal ownership of mobile phones, January 2012 - October 2014
- Plans for purchase or upgrade
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- Figure 30: Plans for purchase or upgrade of mobile phones in the next three months, June and October 2014
- Project Ara raises possibility of two phones in one
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- Figure 31: Personal ownership of mobile phones, by phone type, June 2014
- Smartphones continue to broaden their reach among over-65s
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- Figure 32: Personal ownership of smartphones, by age, September 2013 and October 2014
Internet Access
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- Key points
- Devices used to access the internet
- Only 13% of consumers connect directly via a smart TV or set-top box
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- Figure 33: Devices used to access the internet in the last three months, October 2014, and percentage-point change between September 2013 and October 2014
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- Figure 34: Weekly reach of devices across the day, March/April 2014
- Repertoire analysis
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- Figure 35: Repertoire of methods used to access the internet in the last three months, September 2012 and October 2014
- Figure 36: Repertoire of methods used to access the internet in the last three months, by age, October 2014
Online Activities
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- Key points
- Online activities performed
- On any device
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- Figure 37: Online activities performed in the past three months, April 2014 – October 2014
- Online activities by device
- On a computer
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- Figure 38: Online activities performed in the past three months on a computer, October 2014
- On a smartphone
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- Figure 39: Online activities performed in the past three months on a smartphone, October 2014
- On a tablet
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- Figure 40: Online activities performed in the past three months on a tablet, October 2014
- Focus on e-commerce
- Apple Pay could change perceptions of mobile shopping
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- Figure 41: Online shopping activities performed in the past three months, by device, October 2014
- Participation in tablet shopping fails to follow the ownership curve
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- Figure 42: Proportion of all consumers who have shopped online using computers, tablets and smartphones, July 2012-October 2014
- Smartphone and tablet shoppers are young and wealthy
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- Figure 43: Proportion of all consumers who have shopped online using tablets and smartphones, October 2014
- Demographic focus: Millennials
- It’s all about sharing
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- Figure 44: Social and sharing activities performed, by generation, October 2014
- Media consumption re-shaped by Millennials’ digital instinct
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- Figure 45: Online media activities performed, by generation, October 2014
Online Media Subscriptions
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- Key points
- Video streaming leads the way in paid online media
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- Figure 46: Online media services subscribed to, October 2014
- Nearly half of 16-34s subscribe to online media services
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- Figure 47: Online media services subscribed to, by age, October 2014
- Can media brands turn social media users into brand ambassadors?
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- Figure 48: Usage of social networking/media sites, by online media services subscribed to, October 2014
- Alternative subscription methods could prompt sign-ups
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- Figure 49: Interest in subscribing to online media services in the next 12 months, October 2014
- Consumers happy to put up with ads in exchange for free access
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- Figure 50: Attitudes towards online media subscriptions, October 2014
- Media bundles have wide appeal amongst existing subscribers
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- Figure 51: Attitudes towards online media subscriptions, by online media services subscribed to, October 2014
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