Digital Trends Quarterly: Inc Impact of COVID-19 – UK – December 2020
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Description
“Companies need to take advantage of a time when people are shopping more on their smartphones from home to refine their m-commerce offerings to fit their target markets. Younger mobile natives will respond to features that integrate seamlessly with their everyday social activities, such as convenient checkout options and engaging AR experiences, while growing use of digital wallets for smartphone payments can be a platform to target older demographics. Promoting digital wallet payment options on apps and websites can appeal to less experienced mobile shoppers on the basis of simplicity and security will help them to feel comfortable shopping from less familiar retailers.”
– Matt King, Category Director, Technology and Media Research
Key issues
- The impact of COVID-19 on purchasing of consumer technology products
- How online activities have changed as a result of COVID-19
- How companies can appeal to older demographics that are showing significant increases in their use of technology this year
- Opportunities in the technology gifting market.
Table of Contents
-
Overview
- Key issues
- COVID-19: Market context
- Impact of the January lockdown and the vaccination rollout
- Covered in this Report
-
Executive Summary
- Smartphone purchasing returns to normal levels after H1 slump
- Figure 1: Technology products bought in the last three months, January 2019-September 2020
- Next-gen console launches prompt spike in planned purchasing
- Figure 2: Technology products plan to buy in the next three months, January 2019-September 2020
- Fitness bands benefiting more than smartwatches as people turn to tech for health during COVID-19
- Figure 3: Ownership of wearable devices, November 2014-September 2020
- Smartphones the key growth device for online shopping, while more people turn to reviews and comparison sites
- Figure 4: Online activities done in the last three months on any device*, April 2019-September 2020
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- Figure 5: Online activities done in the last three months on a smartphone, April 2019-September 2020
- Hybrid laptops should be able to benefit from the shift to home working
- Figure 6: Ownership of computers, by form factor. June 2017-September 2020
- Tech gifting market has room for expansion
- Figure 7: Technology products people would consider buying as gifts, September 2020
- Potential recipients of technology products as gifts
- Figure 8: Potential recipients of technology products as gifts, September 2020
- Smartphone purchasing returns to normal levels after H1 slump
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Headline Data – Technology Ownership and Purchasing
- Recent purchasing
- Key points
- Figure 9: Technology products bought in the last three months, January 2019-September 2020
- Planned purchasing
- Key points
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- Figure 10: Technology products plan to buy in the next three months, January 2019-September 2020
- Mobile phone ownership
- Key points
- Figure 11: Ownership of mobile phones, January 2012-September 2020
- Wearable technology ownership
- Key points
- Figure 12: Ownership of wearable devices, November 2014-September 2020
- Other personal technology ownership
- Key points
- Figure 13: Ownership of digital/video cameras and portable games consoles, December 2013-September 2019
- Computer ownership
- Key points
- Figure 14: Ownership of computers, January 2012-September 2020
- Computer form factors
- Key points
- Figure 15: Ownership of computers, by form factor. June 2017-September 2020
- TV ownership
- Key points
- Figure 16: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2020
- TV connectivity
- Key points
- Figure 17: Household TV connectivity, January 2019-September 2020
- Other household technology ownership
- Key points
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- Figure 18: Ownership of other household technology products, January 2012-September 2020
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Headline Data – Online Activities
- Digital activities on computers, tablets and smartphones
- Key points
- Figure 19: Online activities done in the last three months on any device*, April 2019-September 2020
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- Figure 20: Online activities done in the last three months on a desktop/laptop, April 2019-September 2020
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- Figure 21: Online activities done in the last three months on a tablet, April 2019-September 2020
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- Figure 22: Online activities done in the last three months on a smartphone, April 2019-September 2020
- Other digital activity
- Key points
- Figure 23: Other digital activity in the last three months, January 2020-September 2020
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Headline Data – Special Focus: Gifting of Technology Products
- Technology products considered as gifts
- Key points
- Figure 24: Technology products people would consider buying as gifts, September 2020
- Potential recipients of technology products as gifts
- Key points
- Figure 25: Potential recipients of technology products as gifts, September 2020
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Key Trends This Quarter
- Next-gen console launches prompt spike in planned purchasing
- Fitness bands benefiting more than smartwatches as people turn to tech for health during COVID-19
- Smartphone purchasing returns to normal levels after H1 slump
- 35-44s and 55-64s were key smartphone buyers this quarter
- Figure 26: Smartphones bought in the last three months, by age, June 2019-September 2020
- Smartphones the key growth device for online shopping
- Contactless payments continue to grow
- Consumers turning to online reviews and price comparison sites more during the pandemic
- Return to digital detox
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Insight: Key Targets in the Technology Gifting Market
- What we’ve seen
- Tech gifting market has room for expansion
- Figure 27: Types of Christmas gifts purchased in 2019, January 2020
- Fitness bands top of the tree
- The gift of communication
- Figure 28: Potential recipients of technology products as gifts, September 2020
- Targeting ethical gifters
- Figure 29: Samsung Global Goals lock screen messages
- What it means
-
Insight: Making the Most of M-commerce Growth
- What we’ve seen
- Smartphones gain ground on PCs and tablets as online shopping platforms
- Middle age ranges the key drivers of m-commerce growth
- Figure 30: Activities done on a smartphone in the last three months, by age, April 2019-September 2020
- More time at home means more opportunities across the board
- Social solutions for smartphone natives
- Figure 31: WhatsApp Carts
- Engaging through AR
- Figure 32: Pinterest Try On
- Simplicity and trust will be key for attracting new m-commerce converts
- What it means
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Insight: The Impact of Home Working on the PC Market
- What we’ve seen
- Computer sales still going strong nine months after first lockdown
- Figure 33: Retail sales performance by category (total sales) 1 – 28 November 2020
- Hybrid laptops should be able to benefit from this shift to home working
- Figure 34: Ownership of computers, by form factor. June 2017-September 2020
- Legacy laptop owners will need to upgrade, while ex-owners will need to buy back in
- Two-for-one replacements a potentially attractive proposition
- Reviews are crucial to success in the category, and hybrid targets are key readers and writers
- Figure 35: Read or written product reviews on any device in the last three months, by parental status, September 2020
- What it means
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Appendix – Data Sources, Abbreviations and Supporting Information
- Data sources
- Abbreviations
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