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Changing Face of the Web - A Ten Year Review - UK - July 2010

This report will look at the changing nature of the web and device ownership in general. However, it does include specific market sizes for a number of sectors, including the music and video industries as well as detailing the number of e-shoppers and the amount spent online between 1998 and 2009. In addition, Mintel provides data on the amount spent on internet advertising between 2002 and 2009, as well as breaking down the amount spent online by type of online media in 2009.

  • In 2009 brands spent half a billion pounds on internet advertisers, up from £114 million in 2002. Growth reflects the increased reach of the internet, but also the increasing creative freedom of broadband to deliver rich media campaigns, such as online video ads.
  • Social networks have grown in popularity because they are compelling places to connect and socialise online. However, for some, social networks are also research tools - with 15% of respondents saying they use them to ask for information and advice from friends.
  • Gadgets such as the Apple iPod have been lauded as examples of technology that anyone can use. However, only 29% of internet users feel gadgets are easier to use compared to five years ago, a reflection of the rapid rate of change and innovation in the market today.
  • Between 1998 and 2009, the number of e-shoppers rose by 23 million, the amount spent in the last six months increasing from £195 to £589. This is a mark of the increased quality and range of e-commerce sites, not to mention growing trust when it comes to shopping online.
  • Despite the trend towards convergence in new technology, only 16% of respondents say they require fewer gadgets as a result. This is because multifunctionality comes at a price premium - as is the case with the latest smartphones - making converged devices less accessible to the mass market.
  • The importance of technology in consumers everyday lives is reflected in research which found only 13% of internet users claimed to know ‘nothing’ about the latest gadgets. By comparison, the majority of respondents (70%) knew a little bit to an average amount.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • Engaging with consumers in new ways online
            • Coping with the demands of a connected society
            • Market in Brief

              • Faster bandwidth opens up online possibilities
                • Changing nature of advertising and e-commerce
                  • Attitudes towards online search and gadgets
                    • The future of the web
                    • Who’s Innovating?

                      • Key points
                        • Science fiction becomes a reality
                          • Consumers get more control over their hardware
                            • Google brings cloud computing into focus
                              • Allowing mobile users to create their own apps
                                • YouTube encourages users to lean back
                                • Internet Access Trends

                                  • Key points
                                    • Broadband Britain
                                      • Figure 1: Broadband penetration, by selected demographics, 2003-09
                                    • Broadband drives greater time spent online
                                      • Figure 2: Hours spent using the internet in the last month, 2002-09
                                    • Greater ownership of PC hardware
                                      • Figure 3: In-home computer ownership, 2002-09
                                    • Changing attitudes towards new technology
                                      • Figure 4: Agreement with selected lifestyle statements, 2002-09
                                    • Growing use of the internet on the move
                                      • Figure 5: How adults access the internet, 2007-09
                                    • Growth in social networking
                                      • Figure 6: Types of activities undertaken on the internet in the last three months, July 2003-Oct 2009
                                    • The trend towards convergence online
                                      • Value of music downloads over time
                                        • Figure 7: Value of music retail sales, 2005-09
                                      • Digital video sales remain niche
                                        • Figure 8: Retail video consumer sales, by format 1998-2009
                                    • Broader Market Environment

                                      • Key points
                                        • The importance of the economy to a new breed of online services
                                          • Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2000-15
                                        • An aging population is not necessarily a bad thing
                                          • Figure 10: Trends in the age structure of the UK population, 2000-15
                                      • Online Advertising Trends

                                        • Key points
                                          • The importance of broadband in boosting ad spend online
                                            • Figure 11: Total advertising spend, by media type, January 2002-December 2009
                                            • Figure 12: Share of advertising spend, by media type, January 2002-December 2009
                                          • Recent examples of online creative executions
                                            • Better tools for targeting consumers online
                                              • Search takes an increasing share of the marketing mix
                                                • Figure 13: Spend on search advertising within the UK, 2004-09
                                                • Figure 14: The online media mix, 2009
                                              • Challenges to the paid-for search sector
                                              • Trends in e-Commerce

                                                • Key points
                                                  • The impact of improved software protocols and broadband
                                                    • Figure 15: Number of e-shoppers, August 1998-November 2009
                                                  • Proliferation of choice and shopping tools
                                                    • Increasing trust encourages greater spend
                                                      • Figure 16: Spend in the last 6 months by e-shoppers, August 1998-August 2009
                                                    • The consistent popularity of online booksellers
                                                      • Figure 17: Websites purchased from in the last three months, May 2002-October 2009
                                                    • The future of online book retail
                                                      • Auction sites demonstrate the fastest growth
                                                        • Growth in eBay usage has not been without pitfalls
                                                          • Online auctions go social
                                                            • Rise in demand for clothing online
                                                              • Figure 18: Online sales of clothing and footwear, at current prices (incl. VAT), 2004-15
                                                            • Could consoles take online clothes retail further?
                                                              • Social networks to become retail platforms
                                                                • Apps to grow the appeal of m-commerce
                                                                • How Much Do We Know About New Technology?

                                                                  • Key points
                                                                    • Improved design aids recognition of new gadgets
                                                                      • Figure 19: Statements on latest gadgets coming to market, April 2010
                                                                    • Knowledge of the latest gadgets by age and gender
                                                                      • AB and DE groups show similar levels of knowledge
                                                                        • Knowledge versus gadget ownership
                                                                          • Figure 20: Statements on latest gadgets coming to market by repertoire of electronic gadgets have at home, April 2010
                                                                      • Attitudes Towards Searching for Information Online

                                                                        • Key points
                                                                          • Are search engines doing a good enough job?
                                                                            • Figure 21: Statements on searching the web for information, April 2010
                                                                          • Are ‘decision engines’ the answer?
                                                                            • The importance of social networks in finding information
                                                                              • Knowledge of gadgets versus attitudes towards search
                                                                                • Figure 22: Statements on searching the web for information by knowledge of latest gadgets in the market, April 2010
                                                                            • How Have Attitudes Towards Gadgets Changed?

                                                                              • Key points
                                                                                • Are gadgets really easier to use than in the past?
                                                                                  • Figure 23: Attitudes towards the latest gadgets available on the market today, April 2010
                                                                                • How much do consumers need technology?
                                                                                  • Young still the more adept with new technology
                                                                                    • Figure 24: Selected attitudes towards the latest gadgets available on the market today, by age, April 2010
                                                                                  • Gadget knowledge versus attitudes towards new technology
                                                                                    • Figure 25: Attitudes towards the latest gadgets available on the market today versus knowledge about gadgets, April 2010
                                                                                • General Attitudes Towards Shopping Online

                                                                                  • Key points
                                                                                    • Convenient, but not very fascinating
                                                                                      • Figure 26: Words associated with online shopping, April 2010
                                                                                    • Associated words versus gadget knowledge
                                                                                      • Figure 27: Words associated with shopping online by knowledge of latest gadgets in the market, April 2010
                                                                                    • Females have more positive word associations
                                                                                      • Figure 28: Words associated with shopping online, by gender and age, April 2010
                                                                                      • Figure 29: Types of websites actually purchased from internet at home in the last three months, by selected demographics, April 2010
                                                                                  • Appendix – Trends in e-Commerce

                                                                                      • Figure 30: Number of e-shoppers and e-bankers, August 1998-November 2009
                                                                                      • Figure 31: Spend in the last six months, by e-shoppers, August 1998-Nov 2009
                                                                                  • Appendix – How Much Do We Know About New Technology?

                                                                                      • Figure 32: Statements on latest gadgets coming to market, by demographics, April 2010
                                                                                  • Appendix – Attitudes Towards Search for Information Online

                                                                                      • Figure 33: Statements on searching the web for information, by demographics, April 2010
                                                                                  • Appendix – How Have Attitudes Towards Gadgets Changed?

                                                                                      • Figure 34: Most popular attitudes towards the latest gadgets available on the market today, by demographics, April 2010
                                                                                      • Figure 35: Next most popular attitudes towards the latest gadgets available on the market today, by demographics, April 2010
                                                                                  • Appendix – General Attitudes Towards Shopping Online

                                                                                      • Figure 36: Most popular words associated with shopping online, by demographics, April 2010
                                                                                      • Figure 37: Next most popular words associated with shopping online, by demographics, April 2010

                                                                                  Companies Covered

                                                                                  • Altavista Company
                                                                                  • Amazon.co.uk
                                                                                  • America Online UK (AOL UK)
                                                                                  • Apple Computer UK Ltd
                                                                                  • Argos
                                                                                  • ASOS (UK retail sales)
                                                                                  • Blinkbox
                                                                                  • British Broadcasting Corporation (BBC)
                                                                                  • British Phonographic Industry Ltd (The) [BPI]
                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                  • British Video Association (BVA)
                                                                                  • Broadcasters' Audience Research Board Limited
                                                                                  • BT Group plc
                                                                                  • Cadbury Trebor Bassett
                                                                                  • Channel 4
                                                                                  • CubicVue
                                                                                  • Dell B2C Retail Europe
                                                                                  • Digg Inc
                                                                                  • Dixons Retail Plc
                                                                                  • easyJet Airline Company Limited
                                                                                  • Etsy
                                                                                  • Excite, Inc.
                                                                                  • Facebook, Inc.
                                                                                  • Football Association (The)
                                                                                  • Freeview
                                                                                  • Fujitsu Limited
                                                                                  • Google UK
                                                                                  • Government Actuary's Department (GAD)
                                                                                  • Heat Magazine
                                                                                  • HMV Retail Ltd
                                                                                  • Interactive Advertising Bureau (UK)
                                                                                  • Kantar Media
                                                                                  • Kelkoo S.A.
                                                                                  • Market & Opinion Research International (MORI)
                                                                                  • Microsoft Ltd (UK)
                                                                                  • mmO2 plc
                                                                                  • Napster Inc.
                                                                                  • News Corporation (The)
                                                                                  • Nintendo UK Entertainment Ltd
                                                                                  • Nokia Corporation (UK)
                                                                                  • Ofcom
                                                                                  • PC World (DSG UK Computing)
                                                                                  • Pepsi-Cola UK
                                                                                  • Research in Motion Uk Ltd.
                                                                                  • Samsung Electronics (UK) Ltd
                                                                                  • Sony Ericsson Mobile Communications AB
                                                                                  • StumbleUpon
                                                                                  • Tesco Plc
                                                                                  • The Carphone Warehouse Plc
                                                                                  • The Times Newspaper
                                                                                  • Twitter, Inc.
                                                                                  • Virgin Media Ltd
                                                                                  • Yahoo! UK & Ireland
                                                                                  • YouTube, Inc.

                                                                                  Changing Face of the Web - A Ten Year Review - UK - July 2010

                                                                                  £1,995.00 (Excl.Tax)