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Digital Trends Autumn - UK - October 2016

“Parents are not necessarily the first consumer group that comes to mind when thinking about targets for new technology, but they actually emerge throughout our consumer research as key targets for a number of sectors, both in terms of intention to purchase or upgrade products and interest in the latest developments like voice and VR.”
– Matt King - Category Director, Technology and Media Research

More than 60% of people now either own a tablet or have one in their household, and this figure hasn’t changed a great deal in the last two years, indicating that this is a market that is now largely reliant on upgrades. However, we haven’t yet seen a significant decline in laptop ownership to correspond with tablet growth, which reflects the main challenge currently facing the tablet market – ie that a lot of people still don’t see tablets as being able to replace all the functions of their laptops. This is backed up by Mintel research showing that only 28% of tablet owners see it as their main device. The smartphone market has also reached something of a plateau, at around the 80% mark, giving even less of a pool of non-owners to target than tablets have. However, the smartphone market can rely on an established cycle of more regular handset upgrades, based on the contract model, and purchase intention data supports this with 33% of people planning to buy a new smartphone in the next 12 months, compared to 16% for tablets.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Tablet ownership flattening out around 60% while smart TV is now firmly established
            • Figure 1: Household ownership of consumer technology products, December 2015-July 2016
            • Figure 2: Internet-connected and 3D TV ownership in TV households, July 2016
            • Figure 3: Number of TVs in household, July 2016
          • Smartphone market also saturated but well placed for upgrades
            • Figure 4: Personal ownership of consumer technology products, December 2015-July 2016
          • Parents emerge as key targets for imminent purchases
            • Figure 5: Plans to purchase or upgrade consumer technology products, by timescale, July 2016
          • Signs of a continued decline in internet access via PC
            • Figure 6: Devices used to access the internet in the last three months, June 2013-July 2016
          • Communication, sharing and content creation
            • Figure 7: Online social & content creation activities in the past three months, by device, July 2016
          • Entertainment and news
            • Figure 8: Online news & entertainment activities in the past three months, by device, July 2016
          • Brand interactions, reviews and comparisons
            • Figure 9: Online brand or product-related activities in the past three months, by device, July 2016
          • Retail, finance and information
            • Figure 10: Online retail, finance and information-related activities in the past three months, by device, July 2016
          • One in ten has experienced VR
            • Figure 11: Usage and awareness of VR headsets, July 2016
            • Figure 12: Interest in using VR headsets, July 2016
            • Figure 13: Activities interested in using a VR headset for, July 2016
        • Consumer Technology Products – Overview

            • Household ownership of consumer technology products
              • Figure 14: Household ownership of consumer technology products, December 2015-July 2016
            • Personal ownership of consumer technology products
              • Figure 15: Personal ownership of consumer technology products, December 2015-July 2016
            • Planned purchase or upgrade of consumer technology products
              • Figure 16: Plans to purchase or upgrade consumer technology products (net - at any point in the future), April and July 2016
              • Figure 17: Plans to purchase or upgrade consumer technology products, by timescale, July 2016
          • Consumer Technology Products – In-home Entertainment

            • Ownership
              • Streaming services driving smart TV
                  • Figure 18: Internet-connected and 3D TV ownership in TV households, July 2016
                • Number of TVs in household
                  • Figure 19: Number of TVs in household, July 2016
                • Downward trend in DVD players not matched with a rise in Blu-ray
                  • Figure 20: Ownership of in-home entertainment products, January 2012-July 2016
                • Plans for purchase or upgrade
                    • Figure 21: Plans to purchase or upgrade in-home entertainment products, by timescale, July 2016
                • Consumer Technology Products – Computing and Gaming

                  • Ownership
                    • Tablet market focusing on replacements and upgrades
                      • Desktops in decline but opportunities remain
                          • Figure 22: Household ownership of computers, January 2012-July 2016
                        • Can iterative updates reverse falling console ownership?
                            • Figure 23: Ownership of static and portable games consoles, December 2013-July 2016
                          • Plans for purchase or upgrade
                            • Figure 24: Plans to purchase or upgrade computers, by timescale, July 2016
                        • Consumer Technology Products – Mobile Phones and Other Portable Devices

                          • Ownership of mobile phones
                              • Figure 25: Ownership of mobile phones, January 2012-July 2016
                            • Other portable devices
                              • Apple Watch 2 focussed on fitness, while Samsung keeps its options open
                                • E-readers keep their appeal as others about them are losing theirs
                                    • Figure 26: Ownership of other portable devices, June 2013-July 2016
                                  • Plans for purchase or upgrade
                                      • Figure 27: Plans to purchase or upgrade mobile phones, smartwatches and e-readers, by timescale, July 2016
                                  • Internet Access

                                      • Figure 28: Devices used to access the internet in the last three months, June 2013-July 2016
                                      • Figure 29: Devices used to access the internet in the last three months, by other devices used, July 2016
                                      • Figure 30: Repertoire of devices used to access the internet in the last three months, by devices used, July 2016
                                  • Online Activities

                                    • Communication, sharing and content creation
                                      • Messaging continues to grow in popularity as services evolve
                                        • Figure 31: Online social & content creation activities in the past three months, December 2015-July 2016
                                        • Figure 32: Online social & content creation activities in the past three months, by device, July 2016
                                      • Snap gets physical with photo and video sharing
                                        • Entertainment & news
                                          • Video streaming shows long-term shift to mobile
                                            • Figure 33: Online news & entertainment activities in the past three months, December 2015-July 2016
                                            • Figure 34: Online news & entertainment activities in the past three months, by device, July 2016
                                          • Mario to arrive on mobile
                                            • Figure 35: Casual internet gaming on a tablet or smartphone, by age, July 2016
                                          • Brand interactions, reviews and comparisons
                                            • Figure 36: Online brand or product-related activities in the past three months, December 2015-July 2016
                                            • Figure 37: Online brand or product-related activities in the past three months, by device, July 2016
                                          • Retail, finance and information
                                            • The evolution of search
                                              • Figure 38: Online retail, finance and information-related activities in the past three months, December 2015-July 2016
                                              • Figure 39: Online retail, finance and information-related activities in the past three months, by device, July 2016
                                            • Managing finances is now mainstream but security is still a concern
                                            • Virtual Reality

                                              • Premium VR headsets finally arrive
                                                • Figure 40: Usage and awareness of VR headsets, July 2016
                                                • Figure 41: Interest in using VR headsets, July 2016
                                              • Gaming the clear starting point
                                                • Figure 42: Activities interested in using a VR headset for, by usage of and interest in using VR headsets, July 2016
                                              • Other technology ownership points to targeting opportunities
                                                • Figure 43: Interest in VR activities, by ownership of selected technology projects, July 2016
                                            • European Comparisons

                                                • Figure 44: Methods used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, July 2016
                                                • Figure 45: Household ownership of televisions in France, Germany, Italy, and Spain, July 2016
                                                • Figure 46: Household ownership of computers in France, Germany, Italy, Spain and the UK, July 2016
                                                • Figure 47: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, July 2016
                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                              • Data sources
                                                • Abbreviations

                                                Companies Covered

                                                To learn more about the companies covered in this report please contact us.

                                                Digital Trends Autumn - UK - October 2016

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