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Digital Trends Autumn - UK - September 2015

INTRODUCTION
Overview
Covered in this report
EXECUTIVE SUMMARY
Household ownership of consumer technology products
Figure 1: Household ownership of consumer technology products, April and June 2015
Nearly a third of consumers expect to buy a new smartphone in the next year
Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
The phablet revolution
Figure 3: Ownership of smartphones, by screen size, June 2015
Phablets trigger more smartphone activity
Figure 4: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
Phablet users interested in targeted ads
Figure 5: Attitudes towards digital advertising, by smartphone screen size, June 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Smart TVs enter more homes
Three quarters have a smartphone
Uncertain future for the tablet market
The phablet revolution
Young consumers think ‘mobile first’
Phablets trigger more smartphone activity
Young consumers more open to personalised ads
CONSUMER TECHNOLOGY PRODUCTS – OVERVIEW
Household ownership of consumer technology products
Figure 6: Household ownership of consumer technology products, April and June 2015
Personal ownership of consumer technology products
Figure 7: Personal ownership of consumer technology products, April and June 2015
Planned purchase or upgrade of consumer technology products
Uncertain future for the tablet market
Figure 8: Plans to purchase or upgrade consumer technology products (at any point in the future), April and June 2015
Nearly a third of consumers expect to buy a new smartphone in the next year
Figure 9: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
CONSUMER TECHNOLOGY PRODUCTS – TELEVISIONS
Ownership
Figure 10: Household ownership of televisions, by type, April and June 2015
Figure 11: Household ownership of smart and 3D televisions, January 2012-June 2015
Plans for purchase or upgrade
Figure 12: Plans to purchase televisions, by timescale, April and June 2015
Major sporting events give brands a chance to convert the most engaged
Figure 13: Plans to purchase televisions in the next 12 months, by gender and age, June 2015
CONSUMER TECHNOLOGY PRODUCTS – COMPUTERS
Ownership
Figure 14: Household ownership of computers, by type, January 2012-June 2015
Plans for purchase or upgrade
Figure 15: Plans to purchase or upgrade computers, by timescale, June 2015
Multiple form factor ownership on the rise
Figure 16: Household ownership of computers, by form factor, June 2015
Tablet screen size
Figure 17: Ownership of tablets, by screen size, June 2015
Portability a bigger factor for Millennials
Figure 18: Ownership of tablets, by screen size, by generation, June 2015
CONSUMER TECHNOLOGY PRODUCTS – MOBILE PHONES AND SMARTWATCHES
Ownership of mobile phones
Figure 19: Ownership of mobile phones, January 2012-June 2015
Figure 20: Ownership of mobile phones and smartwatches, by age, June 2015
Ownership of smartwatches
Figure 21: Ownership of smartwatches, June 2014-June 2015
Plans for purchase or upgrade
Figure 22: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, June 2015
Smartphone screen size
Figure 23: Ownership of smartphones, by screen size, June 2015
Phablets cannibalising mini tablet market
Figure 24: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
INTERNET ACCESS
Devices used to access the internet
Nearly half connect with tablets; almost a fifth with smart TVs
Figure 25: Devices used to access the internet in the last three months, June 2015, and percentage point change between June 2014 and June 2015
Repertoire analysis
Figure 26: Repertoire of devices used to access the internet, June 2014 and June 2015
Generations apart
Figure 27: Repertoire of devices used to access the internet, by generation, June 2015
ONLINE ACTIVITIES
Online activities performed
On any device
Figure 28: Online activities performed in the past three months, June 2014-June 2015
Online activities by device
On a computer
Figure 29: Online activities performed in the past three months on a computer, June 2015
On a tablet
Figure 30: Online activities performed in the past three months on a tablet, June 2015
On a smartphone
Figure 31: Online activities performed in the past three months on a smartphone, June 2015
PC activity cannibalised by mobile
Figure 32: Online activities performed in the past three months, by device, June 2014 and June 2015
Phablets trigger more smartphone activity
Figure 33: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
ATTITUDES TOWARDS DIGITAL ADVERTISING
Privacy concerns are still prominent
Figure 34: Attitudes towards digital advertising, June 2015
Young consumers more open to personalised ads
Figure 35: Attitudes towards personalised advertising, by age, June 2015
Phablet users interested in targeted ads
Figure 36: Attitudes towards digital advertising, by smartphone screen size, June 2015
EUROPEAN COMPARISONS
Internet access
Figure 37: Devices used to access the internet in the last three months, June/August 2015
Ownership of consumer technology products
Televisions
Figure 38: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2015
Computers, tablets and e-readers
Figure 39: Household ownership of computers in France, Germany, Italy, Spain and the UK, June/August 2015
Mobile phones and smartwatches
Figure 40: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, June/August 2015
Smartphone screen size
Figure 41: Smartphone screen sizes owned in France, Germany, Italy, Spain and the UK, June/August 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations

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