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Digital Trends Quarterly - UK - May 2021

OVERVIEW
Key issues covered in this Report
COVID-19: Market context
Economic and other assumptions
Covered in this Report
EXECUTIVE SUMMARY
Nearly one in ten have made a COVID-prompted technology purchase…
Figure 1: Technology products bought since beginning of COVID-19 outbreak, December 2020
Figure 2: Whether would have bought technology products if COVID-19 had not occurred, December 2020
…but more than two in ten have delayed a purchase because of the pandemic
Figure 3: Technology products put off buying because of COVID-19 outbreak, December 2020
Instant messaging and music streaming use remained high throughout 2020
Figure 4: Online activities done in the last three months on any device*, June 2019-December 2020
Use of tech for fitness tailed off towards year-end
Figure 5: Other digital activity in the last three months, January 2020-December 2020
Home workers spending more on tech
Figure 6: Technology products bought since beginning of COVID-19 outbreak, by employment status and whether have moved to home working, December 2020
Building ethical credentials can pay dividends for tech brands
Figure 7: Attitudes to brand values, diversity and technology, by age, March 2021
HEADLINE DATA – TECHNOLOGY OWNERSHIP AND PURCHASING
Mobile phone ownership
Key points
Figure 8: Ownership of mobile phones, January 2012-December 2020
Wearable technology ownership
Key points
Figure 9: Ownership of wearable devices, November 2014-December 2020
Other personal technology ownership
Key points
Figure 10: Ownership of digital/video cameras and portable games consoles, December 2013-September 2019
Computer ownership
Key points
Figure 11: Ownership of computers, January 2012-December 2020
Computer form factors
Key points
Figure 12: Ownership of computers, by form factor. June 2017-December 2020
TV ownership
Key points
Figure 13: Household ownership of HD and Ultra HD 4K televisions, July 2016-December 2020
TV connectivity
Key points
Figure 14: Household TV connectivity, January 2019-December 2020
Other household technology ownership
Key points
Figure 15: Ownership of other household technology products, January 2012-December 2020
HEADLINE DATA – ONLINE ACTIVITIES
Digital activities on computers, tablets and smartphones
Key points
Figure 16: Online activities done in the last three months on any device*, June 2019-December 2020
Figure 17: Online activities done in the last three months on a desktop/laptop, June 2019-December 2020
Figure 18: Online activities done in the last three months on a tablet, June 2019-December 2020
Figure 19: Online activities done in the last three months on a smartphone, June 2019-December 2020
Other digital activity
Key points
Figure 20: Other digital activity in the last three months, January 2020-December 2020
HEADLINE DATA – SPECIAL FOCUS: IMPACT OF COVID-19 ON TECHNOLOGY PURCHASING
Purchases prompted or delayed by COVID-19
Key points
Figure 21: Technology products bought since beginning of COVID-19 outbreak, December 2020
Figure 22: Whether would have bought technology products if COVID-19 had not occurred, December 2020
Figure 23: Technology products put off buying because of COVID-19 outbreak, December 2020
Figure 24: Technology products bought online or in-store since COVID-19 outbreak, December 2020
Attitudes to technology products during COVID-19
Key points
Figure 25: Attitudes towards technology products, December 2020
KEY TRENDS THIS QUARTER
Instant messaging boost maintained through to December
Music streaming remains high despite the disappearance of the commute
Use of tech for fitness tailed off towards year-end
Core tech devices retained primacy throughout COVID
AIO ownership edges up 
Smart speaker market has failed to capitalise on stay-at-home lifestyles
Eight in ten tech buyers bought online during COVID, while nearly three in ten went in-store
INSIGHT: THE NET IMPACT OF COVID-19 ON TECHNOLOGY PURCHASING 
What we’ve seen
Nearly one in ten have made a COVID-prompted technology purchase
Figure 26: Technology products bought since beginning of COVID-19 outbreak, December 2020
Figure 27: Whether would have bought technology products if COVID-19 had not occurred, December 2020
Delayed purchases and pent-up demand
Figure 28: Technology products put off buying because of COVID-19 outbreak, December 2020
Figure 29: The financial confidence index, January 2015-March 2021
Delaying purchases in many cases a precaution not a necessity
Figure 30: Delayed any technology purchase because of COVID-19, by financial situation and household income, December 2020
Figure 31: Change in savings level since start of COVID-19 outbreak, 4th March - 12th March 2021
Premium products can benefit from pent-up spending power
Hands-on experience is key to tech purchases for over half of adults
A two-pronged approach for different groups who value the in-store experience
Figure 32: Agreement with the statement “I usually only buy a new technology product if I've seen/tried it in-person first”, by age, December 2020
Parents of young children will be key targets as confidence grows
Figure 33: Technology products bought since the COVID-19 outbreak or delayed as a result of it, by age of children in household, December 2020
After the lockdown laptop purchases, it could be time for more indulgent tech purchases
Figure 34: Technology products put off buying because of COVID-19 outbreak, by age of children in household, December 2020
What it means
INSIGHT: TECHNOLOGY HABITS OF HOME WORKERS 
What we’ve seen
The long-term shift to homeworking will see tech enthusiasts spending more time at home
Investing in devices for work and leisure
Figure 35: Technology products bought since beginning of COVID-19 outbreak, by employment status and whether have moved to home working, December 2020
Conditions are right for spending to continue even as restrictions are lifted
TV and peripheral sales can benefit from delayed Euro 2020 and the new generation of games consoles
Receptive targets for premium subscription services
Figure 36: Online activities done on any device in the last three months, by employment status and whether have moved to home working, December 2020
What it means
INSIGHT: GREEN AND ETHICAL CREDENTIALS COMING TO THE FORE IN TECH
What we’ve seen
Importance of ethical issues to the modern consumer
Figure 37: UK - Ethical attitudes, March 2021
Ethical messaging has not historically been high on the tech agenda
Figure 38: Consideration of company/brand ethics when making a purchase, by retail sector, January 2019
Figure 39: Top brands by agreement with “Ethical”, January 2019-November 2020
Starting to getting on-message
Equality also coming more into focus
It’s not just about image – walking the walk can deliver tangible benefits
Figure 40: Attitudes to brand values, diversity and technology, by age, March 2021
What else can brands do to build their credentials?
What it means
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations

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