Table of Contents
Executive Summary
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- Household ownership of consumer technology products
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- Figure 1: Household ownership of consumer technology products, September and December 2015
- Firming up the purchasing decisions of unsure consumers
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- Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, December 2015
- Hybrid laptops and small form factors hold market potential
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- Figure 3: Ownership of laptop computers, by format, December 2015
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- Figure 4: Ownership of desktop computers, by format, December 2015
- Digital distribution pushes connection of smart TVs and games consoles
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- Figure 5: Devices used to access the internet in the last three months, November 2014 and December 2015
- Brand-related mobile experience still poor
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- Figure 6: Brand/product-related online activities performed in the past three months, by device, December 2015
- Less than a sixth of smartphone users have signed up to a digital wallet
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- Figure 7: Usage of and interest in using digital wallets, December 2015
- What we think
The Consumer – What You Need to Know
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- Smart TVs challenged by streaming devices and set-top boxes
- Multi-functionality drives device convergence
- Firming up the purchasing decisions of unsure consumers
- Hybrid laptops and small form factors hold market potential
- Trade-in programmes and bundles to push smartphones and smartwatches
- Digital distribution pushes connection of smart TVs and games consoles
- Empowering customers to co-create value
- Brand-related mobile experience still poor
- Less than a sixth of smartphone users have signed up to a digital wallet
Consumer Technology Products – Overview
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- Household ownership of consumer technology products
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- Figure 8: Household ownership of consumer technology products, September and December 2015
- Payment schemes could boost multi-device households
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- Figure 9: Repertoire of household ownership of consumer technology products, December 2015
- Personal ownership of consumer technology products
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- Figure 10: Personal ownership of consumer technology products, September and December 2015
- Multi-functionality drives device convergence
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- Figure 11: Personal ownership of consumer technology products, by repertoire of household ownership of consumer technology products, December 2015
- Planned purchase or upgrade of consumer technology products
- Consumers tend to lose interest in technology products after the holiday season
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- Figure 12: Plans to purchase or upgrade consumer technology products (at any point in the future), September and December 2015
- Firming up the purchasing decisions of unsure consumers
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- Figure 13: Plans to purchase or upgrade consumer technology products, by timescale, December 2015
Consumer Technology Products – Televisions
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- Ownership
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- Figure 14: Household ownership of televisions, by type, December 2013-December 2015
- 3DTV mainly appeals to home theatre enthusiasts
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- Figure 15: Household ownership of selected consumer technology products, by household ownership of televisions, December 2015
- Plans for purchase or upgrade
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- Figure 16: Plans to purchase or upgrade televisions, by timescale, December 2015
Consumer Technology Products – Computers
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- Ownership
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- Figure 17: Household ownership of computers, January 2012-December 2015
- Plans for purchase or upgrade
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- Figure 18: Plans to purchase or upgrade computers, by timescale, December 2015
- Laptop ownership by form factor
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- Figure 19: Ownership of laptop computers, by format, December 2015
- Desktop ownership by form factor
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- Figure 20: Ownership of desktop computers, by format, December 2015
Consumer Technology Products – Mobile Phones and Smartwatches
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- Ownership of mobile phones
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- Figure 21: Ownership of mobile phones, January 2012-December 2015
- Ownership of smartwatches
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- Figure 22: Ownership of smartwatches, June 2014-December 2015
- Plans for purchase or upgrade
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- Figure 23: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, December 2015
Internet Access
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- Digital distribution pushes connection of smart TVs and games consoles
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- Figure 24: Devices used to access the internet in the last three months, November 2014 and December 2015
Online Activities
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- Are emails becoming outdated?
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- Figure 25: Social online activities performed in the past three months, June and December 2015
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- Figure 26: Social online activities performed in the past three months, by device, December 2015
- Empowering customers to co-create value
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- Figure 27: Brand/product-related online activities performed in the past three months, June and December 2015
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- Figure 28: Tide’s Twitter campaign with #TheDress, February 2015
- Brand-related mobile experience still poor
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- Figure 29: Brand/product-related online activities performed in the past three months, by device, December 2015
- Men more active than women on the internet
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- Figure 30: Other online activities performed in the past three months, June and December 2015
Digital Wallets
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- Less than a sixth of smartphone users have signed up to a digital wallet
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- Figure 31: Usage of and interest in using digital wallets, December 2015
- Most users are frequent users
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- Figure 32: Frequency of usage of digital wallets, December 2015
- Incentivising consumers to use digital wallets
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- Figure 33: Reasons for not signing up to digital wallets despite being interested in doing so, December 2015
- Security and reliability the biggest concerns
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- Figure 34: Attitudes towards digital wallets, December 2015
European Comparisons
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- Internet access
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- Figure 35: Methods used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, December 2015/January 2016
- Ownership of consumer technology products
- Televisions
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- Figure 36: Household ownership of televisions in France, Germany, Italy, Spain and the UK, December 2015/January 2016
- Computers, tablets and e-readers
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- Figure 37: Household ownership of computers in France, Germany, Italy, Spain and the UK, December 2015/January 2016
- Mobile phones and smartwatches
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- Figure 38: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, December 2015/January 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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