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Computer Software - UK - November 2010

The reliance of consumers nowadays on all things digital means that new technology is increasingly more sophisticated. This evolution continues to create opportunities for software developers, from tools that enable users to edit photos to software that allows easy management of their digital lives and beyond.

  • The majority of adults – nearly 80% in Great Britain – own a computer, up 3.9 percentage points compared to 2006. While ownership of computers has increased, so has the range of activities conducted on a computer - for example, 52% of adults edit and organise videos and photos, increasing potential demand for software to help consumers manage their digital lives.
  • While computers and digital devices are increasingly central to consumer lifestyles, much of the software available comes with products in the first instance. In addition, there is also a wide variety of free open-source alternatives to paid software: research conducted for this report, for example, found that 60% of respondents look for a free version before paying for software.
  • Brand is also an important consideration when deciding on which software to buy by half the respondents surveyed. Attitudes also vary in terms of operating system used: Apple Mac users are 21 percentage points more likely than Windows users to keep up to date with the latest software. Apple users are also 16 percentage points more likely to have bought software after a trial period.
  • The sector was affected by a slowdown in new PC sales between 2008 and 2009, which lead to a 4% decline in market values (falling to £11,191 million). However, values are estimated to grow by 0.5% in 2010, with Mintel forecasting the software sector to reach £12,777 million by 2015. This will be driven by growth in new computer sales, as well as new operating systems (including Windows 8).
  • The most popular types of software are orientated towards the web, with web browsers and antivirus software the most commonly installed and used, reflecting the importance of internet usage as a computing activity. By gender, males are the most likely to use the widest variety of software. For example, 17% of males have ten or more different types installed on their computer, compared to 10% of females.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Reviewing and re-evaluating
                • Life Hacking
                • Market in Brief

                  • Consumer knowledge about technology
                    • Free versus paid-for software
                      • Attitudes towards computer software
                        • What sort of software do consumers use?
                          • Slight growth in 2010
                          • Internal Market Environment

                            • Key points
                              • Increased ownership of computers
                                • Figure 1: Have computer (desktop, laptop or netbook) at home, 2006-10
                              • Laptops take centre stage
                                • Figure 2: Types of computer have at home, 2006-10
                              • Broadening range of computing activities
                                • Figure 3: Computer used for, 2006-10
                              • Increased usage of free software
                                • Figure 4: Amount spent on additional software (excluding games), 2006-10
                              • Low importance of software in the PC-buying process
                                • Figure 5: Most important factors in choosing a computer, 2006-10
                            • Broader Market Environment

                              • Key points
                                • Greater ownership of new technology
                                  • Figure 6: Selected device ownership, October 2010
                                • An ageing population
                                  • Figure 7: Trends in the age structure of the UK population, 2005-15
                                • Rising number of single-person households
                                  • Figure 8: UK households, by size, 2005-15
                                • Rising broadband penetration
                                  • Figure 9: Broadband penetration, by demographics, 2004-09
                              • Competitive Context

                                • Key points
                                  • Console gaming
                                    • Figure 10: Hardware/software split in the video-game and console market, 2006-10
                                  • Software piracy
                                    • Figure 11: Top 20 download sites used, by UK internet users, October 2010
                                • Strengths and Weaknesses in the Market

                                    • Strengths
                                      • Weaknesses
                                      • Who’s Innovating?

                                        • Key points
                                          • Google Chrome operating system
                                            • Intel and Nokia create MeeGo
                                              • PC World and Currys get app stores
                                                • Windows 8 set for launch in 2012
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Consumers put off upgrades during the downturn
                                                      • Figure 12: UK computer software market value, 2005-10
                                                    • Relationship between sales of computers and software
                                                      • Computer software market forecast
                                                        • Figure 13: UK computer software value, 2005-15
                                                      • Research methodology behind the market forecast
                                                      • Companies and Products

                                                          • BitDefender
                                                            • Company background
                                                              • Recent activity
                                                                • Microsoft
                                                                  • Company background
                                                                    • Recent activity
                                                                      • Apple
                                                                        • Company background
                                                                          • Recent activity
                                                                            • Adobe UK
                                                                              • Company background
                                                                                • Recent activity
                                                                                  • Kaspersky
                                                                                    • Company background
                                                                                      • Recent activity
                                                                                        • Symantec
                                                                                          • Company background
                                                                                            • Recent activity
                                                                                              • McAfee
                                                                                                • Company background
                                                                                                  • Recent activity
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • PC World most popular retailer overall
                                                                                                        • Figure 14: First retailer to choose when buying computer software in the future, September 2010
                                                                                                        • Figure 15: Attitudes towards and usage of PC and laptop brands, July 2009
                                                                                                      • Amazon leads online consideration
                                                                                                        • Figure 16: Top ten most visited websites, by UK internet users in October 2010
                                                                                                      • How popular are software downloads?
                                                                                                        • Figure 17: Types of activity undertaken on the internet in the last three months, October 2010
                                                                                                    • Computer Usage

                                                                                                      • Key points
                                                                                                        • Continued domination by Windows
                                                                                                          • Figure 18: Types of computers used at home for leisure purposes only, September 2010
                                                                                                        • High frequency of computer usage
                                                                                                          • Figure 19: Frequency of use of home computer(s)/laptop(s), September 2010
                                                                                                      • Software Ownership

                                                                                                        • Key points
                                                                                                          • What drives consumers to install certain software?
                                                                                                            • Figure 20: Types of software currently installed and used on main computer at home, September 2010
                                                                                                          • Usage of software by type of operating system
                                                                                                            • Figure 21: Types of software currently installed and used on main computer at home, by overall operating system usage, September 2010
                                                                                                          • Range of software owned
                                                                                                            • Figure 22: Num ber of types of software currently installed and used on main computer at home, by gender, September 2010
                                                                                                            • Figure 23: Number of types of software currently installed and used on main computer at home, by age, September 2010
                                                                                                        • Attitudes towards Buying PC Software

                                                                                                          • Key points
                                                                                                            • Free versus paid-for software
                                                                                                              • Figure 24: Attitudes towards buying new computer software for home computer, September 2010
                                                                                                            • The importance of branding
                                                                                                              • Figure 25: Respondents that agree they only buy from brands they have heard of, by age, September 2010
                                                                                                            • Knowledge about software alternatives
                                                                                                              • Attitudes towards buying software by operating system
                                                                                                                • Figure 26: Attitudes towards buying new computer software for home computer, by overall operating-system usage, September 2010
                                                                                                            • Attitudes towards Using PC Software

                                                                                                              • Key points
                                                                                                                • Taking proactive approach to managing software
                                                                                                                  • Figure 27: Attitudes towards managing software on home computer, September 2010
                                                                                                                • Software confusion an issue for some
                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                    • Figure 28: UK computer software value, 2005-15
                                                                                                                • Appendix – Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Figure 29: First retailer to choose when buying computer software online/in-store in the future, by demographics, September 2010
                                                                                                                • Appendix – Computer Usage

                                                                                                                    • Figure 30: Laptop used at home for leisure purposes only, by demographics, September 2010
                                                                                                                    • Figure 31: Frequency of use of home computer(s)/laptop(s), by demographics, September 2010
                                                                                                                • Appendix – Software Ownership

                                                                                                                    • Figure 32: Most popular types of software currently installed and used on main computer at home, by demographics, September 2010
                                                                                                                    • Figure 33: Next most popular types of software currently installed and used on main computer at home, by demographics, September 2010
                                                                                                                    • Figure 34: Other types of software currently installed and used on main computer at home, by demographics, September 2010
                                                                                                                • Appendix – Attitudes towards Buying PC Software

                                                                                                                    • Figure 35: Agreement on attitudes towards buying new computer software for home computer, by demographics, September 2010
                                                                                                                    • Figure 36: Agreement on attitudes towards buying new computer software for home computer, by demographics, September 2010
                                                                                                                • Appendix – Attitudes towards Using PC Software

                                                                                                                    • Figure 37: Agreement with the statement “I have lots of software on my computer that I don't know how to use”, by demographics, September 2010
                                                                                                                    • Figure 38: Agreement with the statement “I regularly clean software off my computer that I don't use”, by demographics, September 2010
                                                                                                                    • Figure 39: Agreement with the statement “I don't know how to download/install new software”, by demographics, September 2010
                                                                                                                    • Figure 40: Agreement with the statement “I have installed software just so I could view something properly online” by demographics, September 2010
                                                                                                                    • Figure 41: Agreement with the statement “It’s simpler to install new software through a disc rather than a download”, by demographics, September 2010
                                                                                                                    • Figure 42: Agreement with the statement “I record software I’ve downloaded to disc in the event of a computer malfunction”, by demographics, September 2010
                                                                                                                    • Figure 43: Agreement with the statement “I’ve bought software that hasn’t been compatible with my computer by mistake”, by demographics, September 2010

                                                                                                                Companies Covered

                                                                                                                • Adobe Systems Incorporated
                                                                                                                • Apple, Inc
                                                                                                                • BT Group plc
                                                                                                                • Comet Group Ltd
                                                                                                                • Currys
                                                                                                                • Google UK
                                                                                                                • Intel Corporation
                                                                                                                • Interactive Advertising Bureau (UK)
                                                                                                                • Kantar Media
                                                                                                                • Kaspersky
                                                                                                                • McAfee
                                                                                                                • Microsoft Corporation
                                                                                                                • Nokia Corporation (UK)
                                                                                                                • PC World (DSG UK Computing)
                                                                                                                • Sage Software
                                                                                                                • Sony Corporation
                                                                                                                • Symantec Corporation

                                                                                                                Computer Software - UK - November 2010

                                                                                                                £1,995.00 (Excl.Tax)