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Digital Trends Quarterly - UK - January 2020

OVERVIEW
Covered in this Report
EXECUTIVE SUMMARY
Smartphones remain the most-purchased device
Figure 1: Technology products bought in the last three months, June 2017-September 2019
Fitness band ownership and shipments still higher than smartwatches
Figure 2: Ownership of wearable devices, November 2014-September 2019
Laptops the main devices for online shopping overall, but under-25s are platform-agnostic
Figure 3: Online activities done in the last three months on a desktop/laptop, June 2017-September 2019
Figure 4: Online activities done in the last three months on a smartphone, June 2017-September 2019
More than half of smartphone owners cutting down screen time
Figure 5: Smartphone activities cut down on in the last six months, September 2019
Figure 6: Laptop, desktop or tablet activities cut down on in the last six months, September 2019
Figure 7: Cut down on any smartphone activities or laptop/desktop/tablet activities in the last six months, September 2019
Deleting apps the most common means of cutting down
Figure 8: Methods used to cut down on smartphone, tablet, laptop or desktop computer activity in the last 6 months, September 2019
HEADLINE DATA – TECHNOLOGY OWNERSHIP AND PURCHASING
Recent purchasing
Key points
Figure 9: Technology products bought in the last three months, June 2017-September 2019
Planned purchasing
Key points
Figure 10: Technology products plan to buy in the next three months, June 2017-September 2019
Mobile phone ownership
Key points
Figure 11: Ownership of mobile phones, January 2012-September 2019
Wearable technology ownership
Key points
Figure 12: Ownership of wearable devices, November 2014-September 2019
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 2019
Computer form factors
Key points
Figure 15: Types of laptop and desktop owned. June 2017-September 2019
TV ownership
Key points
Figure 16: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2019
TV connectivity
Key points
Figure 17: Household TV connectivity, January 2019-September 2019
Other household technology ownership
Key points
Figure 18: Ownership of other household technology products, January 2012-September 2019
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*, June 2017-September 2019
Figure 20: Online activities done in the last three months on a desktop/laptop, June 2017-September 2019
Figure 21: Online activities done in the last three months on a tablet, June 2017-September 2019
Figure 22: Online activities done in the last three months on a smartphone, June 2017-September 2019
Other digital activity
Key points
Figure 23: Other digital activity in the last three months, April 2017-September 2019
HEADLINE DATA – SPECIAL FOCUS: CUTTING DOWN ON SCREEN TIME
Smartphone, PC and tablet activities people have cut down on
Key points
Figure 24: Smartphone activities cut down on in the last six months, September 2019
Figure 25: Laptop, desktop or tablet activities cut down on in the last six months, September 2019
Figure 26: Cut down on any smartphone activities or laptop/desktop/tablet activities in the last six months, September 2019
Other digital activities people have cut down on
Key points
Figure 27: TV or gaming cut down on in the last six months, September 2019
Methods used to cut down
Key points
Figure 28: Methods used to cut down on smartphone, tablet, laptop or desktop computer activity in the last 6 months, September 2019
KEY CONSUMER TRENDS AND PRODUCT LAUNCHES
More foldable phones arriving
Figure 29: Motorola Razr
Competition in core features continues
Pushing boundaries in the mid-range
Looking to 5G for growth in 2020
Laptops still the workhorses of the tech world
Big guns shoot for share of replacement market
Figure 30: Samsung Galaxy Book S
Companies look for new ways to embed voice into everyday lives
BBC and NatWest move to make their voices heard
Smartwatch growth continues but fitness band ownership remains higher
A more advanced health and fitness focus
Figure 31: Michael Kors Access MKGO
Tapping into platform-agnostic shopping habits
A mobile Christmas?
INSIGHT: TARGETING THE NEW GENERATION OF PLATFORM-AGNOSTIC SHOPPERS
What we’ve seen
The PC remains the main shopping device, but not for the under-25s
Figure 32: Online activities done in the last three months on desktop/laptop computers and smartphones, September 2019
Figure 33: Online activities done in the last three months on desktop/laptop computers and smartphones by 16-24s, September 2019
Make shopping social – and immediate
Figure 34: Instagram Checkout
Use social platforms as a test bed for new technology activations
Figure 35: Snapchat visual search
Figure 36: WeMakeUp, AR Ad on Facebook
Be ready to chat
Figure 37: Use of instant messaging on smartphones and desktop/laptop computers, September 2019
Figure 38: Just Eat Facebook Messenger chatbot
What it means
INSIGHT: TAPPING INTO THE DESIRE FOR DIGITAL DETOX
What we’ve seen
More than half of smartphone owners trying to cut down on screen time
Figure 39: Smartphone activities cut down on in the last six months, September 2019
Implications for tech platforms and the brands that use them
Opportunities exist beyond bans and challenges
Figure 40: “The Phone Cleanse”, from Xfinity Mobile
Making timely interventions will be welcomed
Brands are in danger of falling foul of an “all or nothing” approach by consumers
Brands from all sectors can get involved
Target employers with the incentive of staff retention
What it means
INSIGHT: HEALTHY OUTLOOK FOR THE SMARTWATCH MARKET
What we’ve seen
Smartwatch manufacturers taking the health message to heart
Figure 41: Withings Move ECG and Health Mate app
Medical monitoring is the key message …
… as big tech brands target healthcare
Dealing in data
Devices offering holistic health solutions will win market share
Figure 42: Moodbeam One bracelet
Figure 43: Ava fertility tracking bracelet
What it means
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations

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