Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- Personal technology
- Smartphone growth potential remains in over-45 age group
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- Figure 1: Ownership of mobile phones, January 2012-April 2018
- Smartwatches can become central to connected ecosystems
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- Figure 2: Ownership of wearable devices, November 2014-April 2018
- Household technology
- Smart speakers the star performers as more devices arrive
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- Figure 3: Ownership of voice-controlled speakers and VR headsets, December 2017 and April 2018
- Cloud-based gaming services could threaten desktop PC sales
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- Figure 4: Household ownership of computers, January 2012-April 2018
- World Cup boost for TVs, despite 4K disappointment
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- Figure 5: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2018
- Online activities
- Digital activity subdued in Q1
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- Figure 6: Online activities done in the last three months on any device*, October 2017 and April 2018
- Social targeting in an evolving digital landscape
- Special Focus: Online user reviews
- Nearly two thirds read reviews, with leisure activities top of the list
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- Figure 7: Online user reviews read in the last six months, April 2018
- User reviews seen as more impartial than professional reviews
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- Figure 8: Perceptions of user reviews vs professional reviews, April 2018
Personal Technology – Headline Data
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- Ownership of mobile phones
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- Figure 9: Ownership of mobile phones, January 2012-April 2018
- Figure 10: Ownership of mobile phones and smartwatches (source data), January 2012-April 2018
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- Figure 11: Smartphone and basic mobile phone ownership combinations, June 2017-April 2018
- Figure 12: Smartphone and basic mobile phone ownership combinations (source data), June 2017-April 2018
- Ownership of wearable technology
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- Figure 13: Ownership of wearable devices, November 2014-April 2018
- Figure 14: Ownership of wearable devices (source data), November 2014-April 2018
- Ownership of other personal technology
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- Figure 15: Ownership of other personal technology products, December 2013-April 2018
- Figure 16: Ownership of other personal technology products (source data), December 2013-April 2018
- Recent personal technology purchases
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- Figure 17: Personal technology products bought in the last three months, June 2017-April 2018
- Figure 18: Personal technology products bought in the last three months (source data), June 2017-December 2017
- Planned personal technology purchases
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- Figure 19: Personal technology products plan to buy in the next three months, June 2017-April 2018
- Figure 20: Personal technology products plan to buy in the next three months (source data), June 2017-April 2018
Personal Technology – Market Commentary
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- Smartphone growth potential remains in over-45 age group
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- Figure 21: Smartphone ownership, by age, April 2016-April 2018
- Apple targets owners of older devices with iOS 12
- Screen improvements taking on renewed importance…
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- Figure 22: Galaxy S9 l S9+ Infinity Display
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- Figure 23: Razer Phone with HDR & Dolby Digital Plus 5.1
- …and camera specs comes back into focus
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- Figure 24: Important factors when upgrading, February 2018
- Smartwatches can become central to connected ecosystems
- Talk to the wrist
- Can Alexa make her voice heard?
Household Technology – Headline Data
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- Ownership of computers
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- Figure 25: Household ownership of computers, January 2012-April 2018
- Figure 26: Household ownership of computers (source data), January 2012-April 2018
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- Figure 27: Ownership of computers, by form factor. June 2017-April 2018
- Figure 28: Ownership of computers, by form factor (source data), June 2017-April 2018
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- Figure 29: Computer ownership combinations, June 2017-April 2018
- Figure 30: Computer ownership combinations (source data), June 2017-April 2018
- Ownership of TVs
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- Figure 31: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2018
- Figure 32: Household ownership of HD and Ultra HD 4K televisions (source data), July 2016-April 2018
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- Figure 33: TV ownership combinations, June 2017-April 2018
- Figure 34: TV ownership combinations (source data), June 2017-April 2018
- TV connectivity
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- Figure 35: Type of TV internet connection, June 2017-April 2018
- Figure 36: Type of TV internet connection (source data), June 2017-April 2018
- Ownership of other household technology
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- Figure 37: Ownership of other household technology products, January 2012-April 2018
- Figure 38: Ownership of other household technology products (source data), January 2012-April 2018
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- Figure 39: Ownership of voice-controlled speakers and VR headsets, December 2017 and April 2018
- Figure 40: Ownership of voice-controlled speakers and VR headsets (source data), December 2017 and April 2018
- Recent computer and static console purchases
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- Figure 41: Computers and static consoles bought in the last three months, June 2017-April 2018
- Figure 42: Computers and static consoles bought in the last three months (source data), June 2017-April 2018
- Planned computer and static console purchases
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- Figure 43: Computers or static consoles plan to buy in the next three months, June 2017-April 2018
- Figure 44: Computers or static consoles plan to buy in the next three months (source data), June 2017-April 2018
- Recent TV purchases
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- Figure 45: TVs bought in the last three months, June 2017-April 2018
- Figure 46: TVs bought in the last three months (source data), June 2017-April 2018
- Planned TV purchases
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- Figure 47: TVs plan to buy in the next three months, June 2017-April 2018
- Figure 48: TVs plan to buy in the next three months (source data), June 2017-April 2018
Household Technology – Market Commentary
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- Smart speakers the star performers as more devices arrive
- World Cup boost for TVs, despite 4K disappointment
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- Figure 49: BBC iPlayer World Cup 2018 Ultra HD promo page
- Figure 50: Total above-the-line, online display and direct mail advertising expenditure* on televisions, by month, January 2016-May 2017
- Can VR crash the World Cup party?
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- Figure 51: “Virtual reality sofa” in the BBC Sport VR - FIFA World Cup Russia 2018 app
- Cloud-based gaming services could threaten desktop PC sales…
- …and call consoles’ future into question
- Laptops and tablets focused on core features and price in the fight for share
Online Activities – Headline Data
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- Online activities across all devices
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- Figure 52: Online activities done in the last three months on any device*, October 2017 and April 2018
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- Figure 53: Online activities done in the last three months on any device*, October 2017 and April 2018
- Online activities on a desktop/laptop
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- Figure 54: Online activities done in the last three months on a desktop/laptop, October 2017 and April 2018
- Figure 55: Online activities done in the last three months on a desktop/laptop (source data), October 2017 and April 2018
- Online activities on a tablet
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- Figure 56: Online activities done in the last three months on a tablet, October 2017 and April 2018
- Figure 57: Online activities done in the last three months on a tablet (source data), October 2017 and April 2018
- Online activities on a smartphone
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- Figure 58: Online activities done in the last three months on a smartphone, October 2017 and April 2018
- Figure 59: Online activities done in the last three months on a smartphone (source data), October 2017 and April 2018
- Use of new technology
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- Figure 60: Use of new technology in the last three months, April 2017-April 2018
- Figure 61: Use of new technology in the last three months (source data), April 2017-April 2018
Online Activities – Market Commentary
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- Digital activity subdued in Q1
- More publishers exploring e-commerce
- Younger Millennials’ consumption and payment habits make them ideal targets
- Digital Generation will expect a more joined-up path to purchase
- Growth in voice continues, while Amazon shows developers the money
- Snapchat makes AR shoppable
Special Focus: Online User Reviews – Headline Data
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- Types of online user reviews read
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- Figure 62: Online user reviews read in the last six months, April 2018
- Figure 63: Online user reviews read in the last six months (source data), April 2018
- Number of types of reviews read
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- Figure 64: Number of types of online user reviews read in the last six months, April 2018
- Figure 65: Number of types of online user reviews read in the last six months (source data), April 2018
- Perceptions of online reviews
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- Figure 66: Perceptions of user reviews vs professional reviews, April 2018
- Figure 67: Perceptions of user reviews vs professional reviews (source data), April 2018
Special Focus: Online Reviews – Market Commentary
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- Nearly two thirds read reviews, with leisure activities top of the list
- Companies acting to combat growing concerns over fake reviews…
- …but user reviews still seen as more impartial than professional reviews
- Who’s reading and who’s writing?
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- Figure 68: Read or written product/service reviews on any device* in the last three months, by selected demographics, April 2018
- Monetising the space where trust meets convenience
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Nielsen Ad Intel coverage
- Abbreviations
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