Table of Contents
Executive Summary
-
- Smartphone ownership remains flat while smartwatches continue steady growth
-
- Figure 1: Ownership of mobile phones, January 2012-April 2019
-
- Figure 2: Ownership of wearable devices, November 2014-April 2019
- Niche computer form factors increasing their appeal
-
- Figure 3: Ownership of computers, by form factor, June 2017-April 2019
- 4K TV ownership up to more than one in five households, while voice growth continues
-
- Figure 4: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2019
- Transactional activity growing, but fewer people are liking or following brands on social media
-
- Figure 5: Online activities done in the last three months on any device*, October 2017-April 2019
- YouTubers/vloggers the key influencers, with clothing and accessories the most-influenced category
-
- Figure 6: Types of social media influencers who have prompted people to make purchases, April 2019
Headline Data – Technology Ownership and Purchasing
-
- Data highlights
- Mobile phone ownership
-
- Figure 7: Ownership of mobile phones, January 2012-April 2019
- Wearable technology ownership
-
- Figure 8: Ownership of wearable devices, November 2014-April 2019
- Other personal technology ownership
-
- Figure 9: Ownership of digital/video cameras and portable games consoles, December 2013-April 2019
- Computer ownership
-
- Figure 10: Ownership of computers, January 2012-April 2019
- Computer form factors
-
- Figure 11: Ownership of computers, by form factor. June 2017-April 2019
- TV ownership
-
- Figure 12: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2019
- TV connectivity
-
- Figure 13: Household TV connectivity, January 2019-April 2019
- Other household technology ownership
-
- Figure 14: Ownership of other household technology products, January 2012-April 2019
- Recent purchasing
-
- Figure 15: Technology products bought in the last three months, June 2017-April 2019
- Planned purchasing
-
- Figure 16: Technology products plan to buy in the next three months, June 2017-April 2019
Headline Data – Online Activities
-
- Data highlights
- Activities on any device
-
- Figure 17: Online activities done in the last three months on any device*, October 2017-April 2019
- Activities on a desktop/laptop
-
- Figure 18: Online activities done in the last three months on a desktop/laptop, October 2017-April 2019
- Activities on a tablet
-
- Figure 19: Online activities done in the last three months on a tablet, October 2017-April 2019
- Activities on a smartphone
-
- Figure 20: Online activities done in the last three months on a smartphone, October 2017-April 2019
- Use of new technology
-
- Figure 21: Use of new technology in the last three months, April 2017-April 2019
Headline Data – Special Focus: Influencers
-
- Data highlights
- Type of influencer
-
- Figure 22: Types of social media influencers who have prompted people to make purchases, April 2019
- Purchases prompted by influencers
-
- Figure 23: Purchases/activities prompted by influencers, April 2019
- Influencer platforms
-
- Figure 24: Platforms where people have seen influencer content that prompted purchases/activities, April 2019
Key Trends This Quarter
-
- Gradual growth in smartwatch ownership and purchase intentions continues
- Hybrid laptops gaining traction…
- …as all-in-one desktop ownership hits highest level to date
- TVs continue to get sharper and smarter, while VR ownership edges towards 10%
- Voice growth shows no signs of slowing
- The smartphone is the default payment mechanism for under-25s
- Continuing decline in liking or following brands on social media
- YouTubers and vloggers top the influencer charts
- Clothing and accessories are the most-influenced purchases
Insight: Moving Smartwatches into the Mainstream
-
- Growth continues but early-adopter market nearly exhausted
- Spending power holding back the under-25s, but the desire is there
-
- Figure 25: Smartwatch ownership and intention to purchase, by age and gender, April 2019
- Design and youth-focused features make Fitbit best-placed to fill the gap
- Innovation needs a traditional package
-
- Figure 26: Withings Move ECG
- Watchmaker and fashion brands need to catch up
Insight: Hybrids to the Rescue in the Laptop Market?
-
- The challenge of market maturity
- Looking for growth from within
- Potential hybrid buyers’ laptop habits differ from other laptop owners
-
- Figure 27: Activities done on laptops in the home, by types of laptop considering buying purchase in the next 12 months, April 2019
- Streaming and productivity are key messages to push
Insight: Smartphones at the Intersection of Online Spending and Financial Management
-
- The barriers to m-commerce have disappeared
- Mobile spending on the rise in-store as well as online
-
- Figure 28: Shopping online on desktops/laptops and smartphones in the last three months, April 2019
-
- Figure 29: Activities done on a smartphone in the last three months – Made a mobile contactless payment (eg Android Pay, Apple Pay)
- Money management at their fingertips
-
- Figure 30: Managing finances on desktops/laptops and smartphones in the last three months, April 2019
-
- Figure 31: Money Dashboard Budget Planner
- Tapping into managed spending
-
- Figure 32: Cleo, on Facebook Messenger
Insight: The Impact of Influencers on Consumer Choices
-
- Who are the influencers?
-
- Figure 33: Types of social media influencers who have prompted people to make purchases, April 2019
- Food follows fashion in influencer-prompted purchase rankings
-
- Figure 34: Purchases/activities prompted by influencers, April 2019
-
- Figure 35: Myprotein “The Body Coach” protein range
- On trend with travel
- Choosing the right influencer
- YouTubers/vloggers making their mark on beauty
-
- Figure 36: Purchases/activities prompted by influencers, by selected types of influencer (1), April 2019
- New breed of celebrities setting the trends in fashion
-
- Figure 37: Purchases/activities prompted by influencers, by selected types of influencer (2), April 2019
- Seeking a voice of authority for technology purchases
-
- Figure 38: Purchases/activities prompted by influencers, by selected types of influencer (3), April 2019
- YouTube by far the most influential platform
-
- Figure 39: Platforms where people have seen influencer content that prompted purchases/activities, April 2019
- More monetisation options arriving
- FameBit creates a direct path to purchase on YouTube
- Instagram turns sponsored content into ads
- Proceed, but with caution
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Abbreviations
Back to top