PC and Mobile Use - UK - January 2016

OVERVIEW
What you need to know
Covered in this report
EXECUTIVE SUMMARY
Majority of consumers have a choice of devices
Figure 1: Device usage, October 2015
Smartphones still lack versatility
Figure 2: Smartphone attitudes and behaviours, October 2015
Larger screens reduce barriers
Figure 3: Smartphone behaviours (agreement), by screen size used, October 2015
PCs and tablet use largely restricted to the home
Figure 4: Usage locations, by device, October 2015
Tablets seen as more dispensable
Figure 5: Device consumers would miss the most, October 2015
What we think
ISSUES AND INSIGHTS
Encouraging more consumers to think ‘mobile first’
The facts
The implications
As tablet ownership plateaus, where does the future of the market lie?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Tablet surge comes to an end
Three in four UK adults own a smartphone
Nearly two fifths use a ‘phablet’
Wearables yet to catch on
MARKET BACKGROUND
Tablet surge comes to an end
Figure 6: Household ownership of computers, January 2012 – September 2015
Three in four UK adults own a smartphone
Figure 7: Personal ownership of mobile phones, January 2012 – September 2015
Nearly two fifths use a ‘phablet’
Figure 8: Smartphone screen size, October 2015
Wearables yet to catch on
Figure 9: Personal ownership of smartwatches, June 2014 – September 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Google’s AMP signals a faster mobile web
Tablets get practical
Hybrids blur the boundaries
BlackBerry makes keyboard U-turn
Redefining the role of the smartphone
LAUNCH ACTIVITY AND INNOVATION
Google’s AMP signals a faster mobile web
Tablets get practical
Figure 10: Apple iPad Pro with stylus pen, launched in September 2015
Hybrids blur the boundaries
Figure 11: Microsoft Surface Book laptop, unveiled October 2015
BlackBerry makes keyboard U-turn
Redefining the role of the smartphone
Figure 12: Microsoft Lumia 950 smartphone connected to an external monitor, device launched in 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
Majority of consumers have a choice of devices
Apple and Google control the smartphone OS market
Tablet buyers look for familiarity
PC still the preferred option
Smartphones still lack versatility
PCs and tablets consigned to the home
‘Lite’ mobile websites can overcome frustrations
Tablets seen as more dispensable
DEVICE USAGE
Majority of consumers have a choice of devices
Figure 13: Device usage, October 2015
Older consumers more likely to use conventional means
Figure 14: Device usage, by age, October 2015
MOBILE OPERATING SYSTEMS
Apple and Google battle for ‘floating voters’
Figure 15: Smartphone operating systems used, October 2015
Android dominates ‘phablet’ market
Figure 16: Smartphone screen size, by operating system, October 2015
Microsoft aims to unsettle tablet market
Figure 17: Tablet operating systems used, October 2015
SMARTPHONE BEHAVIOURS
Smartphones still lack versatility
Figure 18: Smartphone behaviours, October 2015
Addressing the frustrations of Millennials
Figure 19: Smartphone behaviours (agreement), by age, October 2015
Larger screens reduce barriers
Figure 20: Smartphone behaviours (agreement), by screen size used, October 2015
DEVICE ACTIVITY
PC still the preferred option
Figure 21: Device activity, October 2015
Mobile users far more selective
Figure 22: Repertoire of activities conducted most on each device, October 2015
More Millennials think ‘mobile first’
Figure 23: Repertoire of activities conducted most on a smartphone, by age, October 2015
USAGE LOCATIONS
PCs and tablet use restricted to the home
Figure 24: Usage locations, by device, October 2015
Tablets not so ‘mobile’
Figure 25: Repertoire of usage locations, by device, October 2015
Smartphones used for snippets of entertainment
Figure 26: Activities conducted mostly on a smartphone, by usage locations, October 2015
ATTITUDES TOWARDS DEVICES
‘Lite’ mobile websites can overcome frustrations
Figure 27: Attitudes towards devices, October 2015
Smartphones set up transactions
Figure 28: Attitudes towards devices, by generation, October 2015
IMPORTANCE OF DEVICES
Tablets seen as more dispensable
Figure 29: Device consumers would miss the most, October 2015
Women and younger people more fixated on smartphones
Figure 30: Device consumers would miss the most, by gender and age, October 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Abbreviations