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Digital Trends Spring - UK - March 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Consumer technology products
Household ownership of consumer technology products
Figure 1: Household ownership of consumer technology products, June and November 2014
Personal ownership of consumer technology products
Figure 2: Personal ownership of consumer technology products, June and November 2014
Planned purchase or upgrade of consumer technology products
Figure 3: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014
Internet access
Devices used to access the internet
Figure 4: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
Online activities
On any device
Figure 5: Online activities performed in the past three months, April 2014 – November 2014
Demographic focus: Affluent consumers
High earners enjoy sharing their experiences
Figure 6: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
Online security
Online security and unwanted information-sharing is a major concern
Figure 7: Concerns relating to online data/security, November 2014
More than four fifths of consumers take measures to increase security
Figure 8: Online security services installed/used in the last 12 months, November 2014
European comparisons
Internet access
Figure 9: Devices used to access the internet in the last three months, November 2014/January 2015
Consumer technology products
Figure 10: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, November 2014/January 2015
What we think
CONSUMER TECHNOLOGY PRODUCTS – OVERVIEW
Key points
Household ownership of consumer technology products
Figure 11: Household ownership of consumer technology products, June and November 2014
Personal ownership of consumer technology products
Figure 12: Personal ownership of consumer technology products, June and November 2014
Why do some ‘specialist’ devices still appeal?
Figure 13: Household ownership of consumer technology products, by generation, November 2014
Demographic focus: Affluent consumers
Cost of new technology still causes a division…
Figure 14: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
… But offers hope to markets under threat
Figure 15: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
Planned purchase or upgrade of consumer technology products
Figure 16: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014
CONSUMER TECHNOLOGY PRODUCTS – TELEVISIONS
Key points
Ownership trends
Figure 17: Household ownership of television sets, June and November 2014
Plans for purchase or upgrade
Figure 18: Plans for purchase or upgrade of television sets in the next three months, June and November 2014
Opportunities to target lower socio-economic groups
Figure 19: Household ownership of televisions, by socio-economic group, November 2014
Triggering replacement of secondary sets becomes more difficult
Figure 20: Number of televisions in household, December 2013 and November 2014
CONSUMER TECHNOLOGY PRODUCTS – COMPUTERS, TABLETS AND E-READERS
Key points
Ownership trends
Household ownership patterns
Figure 21: Household ownership of computers, tablets and e-readers, January 2012 – November 2014
Personal ownership patterns
Figure 22: Personal ownership of computers, tablets and e-readers, December 2013 - November 2014
Plans for purchase or upgrade
Figure 23: Plans for purchase or upgrade of computers and e-readers in the next three months, June and November 2014
Will Windows 10 trigger device convergence?
Figure 24: Household ownership of computers, by form factor, November 2014
Windows HoloLens may appeal to older men
Figure 25: Household ownership of desktop and laptop computers, by gender and age, November 2014
CONSUMER TECHNOLOGY PRODUCTS – MOBILE PHONES
Key points
Ownership trends
Figure 26: Personal ownership of mobile phones, January 2012 - November 2014
Plans for purchase or upgrade
Figure 27: Plans for purchase or upgrade of mobile phones in the next three months, June and November 2014
Only a fifth of mobile users are unable to connect
Figure 28: Personal ownership of mobile phones, by phone type, November 2014
Chance for brands to exploit the untapped over-65 market
Figure 29: Personal ownership of mobile phones, by age, November 2014
INTERNET ACCESS
Key points
Devices used to access the internet
Less than half of smart TV owners have recently connected
Figure 30: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
Repertoire analysis
Figure 31: Repertoire of methods used to access the internet in the last three months, January 2013 and November 2014
Urban professionals use the most methods
Figure 32: Repertoire of methods used to access the internet in the last three months, by type of area lived in, November 2014
ONLINE ACTIVITIES
Key points
Online activities performed
On any device
Figure 33: Online activities performed in the past three months, April 2014 – November 2014
Messaging apps look to cash-in by integrating payment facilities
Online activities by device
On a computer
Figure 34: Online activities performed in the past three months on a computer, November 2014
On a smartphone
Figure 35: Online activities performed in the past three months on a smartphone, November 2014
On a tablet
Figure 36: Online activities performed in the past three months on a tablet, November 2014
Tablets act as ‘laptop substitutes’
Figure 37: Proportion of consumers who have used a search engine in the last three months, by device, December 2013 – November 2014
Figure 38: Proportion of consumers who have checked the weather in the last three months, by device, December 2013 – November 2014
Figure 39: Proportion of consumers who have shopped online in the last three months, by device, December 2013 – November 2014
Demographic focus: Affluent consumers
High earners enjoy sharing their experiences
Figure 40: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
ONLINE SECURITY
Key points
Online security and unwanted information-sharing is a major concern
Figure 41: Concerns relating to online data/security, November 2014
More than four fifths of consumers take measures to increase security
Figure 42: Online security services installed/used in the last 12 months, November 2014
Consumers becoming more reticent to hand over financial data
Figure 43: How prepared consumers are to enter credit/debit card details online, 2012 and 2013
Opportunity to convert more of the concerned
Figure 44: Online security services installed/used in the last 12 months, by concerns relating to online data/security, November 2014
Older consumers more likely to take security precautions
Figure 45: Online security services installed/used in the last 12 months, by age, November 2014
EUROPEAN COMPARISONS
Key points
Internet access
Devices used to access the internet
Figure 46: Devices used to access the internet in the last three months, November 2014/January 2015
Ownership of consumer technology products
Televisions
Figure 47: Household ownership of televisions in France, Germany, Italy, Spain and the UK, November 2014/January 2015
Figure 48: Number of televisions in household in France, Germany, Italy, Spain and the UK, November 2014/January 2015
Computers and e-readers
Figure 49: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, November 2014/January 2015
Mobile phones
Figure 50: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, November 2014/January 2015

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