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Digital Trends Autumn - UK - September 2010

Key issues examined in the Digital Trends Autumn report include innovations in online retailing, how social networking usage can be encouraged to grow, mobile versus fixed line broadband, and connectivity in the home. The report also includes infographic presentations focusing on the growth of the mobile web and factors affecting consumers.

  • Smartphones are increasingly popular, owned by 28% of respondents (up 4 percentage points compared to the June edition of this report). This is being driven by heavy competition in the sector which has led to improved design and increased functionality. Easy to use software, such as mobile operating system Google Android has also reinforced this trend.
  • In terms of overall mobile web usage, 16-24-year-olds are the most likely to access the mobile web daily (31%) - double that of 25-34-year olds. This is a reflection of this age group’s high ownership of smartphones, higher technological sophistication and greater reliance on the web to facilitate social interactions in general.
  • Usage of mobile phones to watch video has shown a three-fold increase since July 2009, now standing at 11% of mobile internet users. Globally, streamed video is increasingly important, with YouTube handling 100 million mobile requests per day, according to Google in July 2010.
  • Only 12% of internet users bought toiletries, cosmetics or fragrances online in the last three months, but an increasing push from retailers online is likely to see this rise going forward. ASOS is now expanding the choice of cosmetics available on its site, at the same time designer specialist Net-A-Porter is also expected to expand from clothes into beauty products.
  • Nokia is the most used handset brand, used by 31% of respondents, partly because the manufacturer supports the widest number of phone models at prices to suit every budget. This compares to higher priced premium brands such as the Apple iPhone (used by 6% of internet users) and HTC models are (used by 2%).
  • Over half of internet users own an HD-ready TV - however only 21% have an HD service. The latter is set to change as Freeview HD (a new free-to-air digital platform) achieves wider roll out across the UK. Greater range of compatible receivers and HD channels going forward will also have a positive effect on uptake.

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Table of contents

  1. Issues in the Market

      • Research methodology
        • Abbreviations
        • Future Opportunities

          • Bundling news like voice minutes and texts
            • Taking advantage of the extended family
            • Market in Brief

              • Mobile versus fixed line broadband
                • Encouraging greater usage of social networks
                  • Connecting all gadgets in the home
                    • Online retail innovations
                    • Who’s Innovating?

                      • Key points
                        • Samsung launches its first 3D notebook
                          • Sharp releases biggest-capacity Blu-ray disc yet
                            • Overcoming the limitations of touch screens
                              • Dating sites for mature internet users
                              • Broadband Penetration

                                • Key points
                                  • Total penetration of broadband at 70% of GB adults
                                    • Figure 1: Broadband penetration, by demographics, 2004-09
                                  • Variations in speeds by urban and rural areas
                                    • Figure 2: Estimated average and maximum download speeds for broadband connections in urban and rural areas, May 2010
                                  • Different speeds for at different times
                                    • Figure 3: Variations in download speeds by time of day, May 2010
                                  • Usage of wireless routers hits the mainstream
                                    • Figure 4: Usage of wireless routers versus overall broadband usage, 2007-10
                                • Device Ownership Analysis

                                  • Key points
                                      • Figure 5: Device ownership summary, April 2009-July 2010
                                    • Microsoft increases the appeal of the Xbox
                                      • Winners and losers in the smartphone wars
                                        • Increased popularity of HD-ready TVs
                                          • Consumer attitudes towards 3DTV
                                            • Figure 6: Attitudes towards 3DTVs and watching 3DTV programmes, March 2010
                                          • Can DAB finally gain momentum?
                                          • Internet Usage Experiences

                                            • Key points
                                              • Figure 7: Types of activity undertaken on the internet in the last three months, April 2009-July 2010
                                            • The future of online news – will it be paywall based?
                                              • Figure 8: Unique UK visitors to The Times Online (includes The Times Online and The Sunday Times Online), Oct 2008-July 2010
                                            • Is Facebook reaching market saturation?
                                              • Figure 9: Unique UK visitors to MySpace and Facebook social networking sites, Oct 2008-July 2010
                                          • Mobile Usage Experiences

                                            • Key points
                                                • Figure 10: Sites visited in the last three months using a mobile phone, July 2009-April 2010
                                              • Can apps bring mobile commerce to the masses?
                                                • The potential for mobile social network driven campaigns
                                                  • Mobile video trends
                                                    • Advertising spend on mobile still low
                                                      • Figure 11: Mobile advertising revenues, 2005-09
                                                    • Mobile as a marketing channel to the young
                                                    • Buying Behaviours

                                                      • Key points
                                                          • Figure 12: Type of websites purchased from in the last three months, April 2009-July 2010
                                                        • Amazon increases the appeal of digital books
                                                          • Retailers increase their focus on online beauty
                                                            • Figure 13: Top ten beauty sites used within the UK, July 2010
                                                          • Growing competition amongst online supermarkets
                                                            • Downloads versus physical DVDs and CDs
                                                            • Mobile Handset Brand Usage

                                                              • Key points
                                                                • Pay as you go versus contract users
                                                                  • Figure 14: Pay as you go and contract mobile handsets owned, by gender, age and socio-economic group, July 2010
                                                                • Pay as you go users less active online
                                                                  • Figure 15: Types of websites visited using mobile phones, by type of mobile contract owned, July 2010
                                                                • Nokia is the most used handset
                                                                  • Figure 16: Usage of mobile handset brands by contract type, July 2010
                                                                  • Figure 17: handsets, by brand and type of contract available on The Carphone Warehouse website, July 2010
                                                                • Nokia popular amongst AB and DE socio economic groups
                                                                  • Figure 18: Usage of selected mobile handset brands (contract or pay as you go), by socio-economic group, July 2010
                                                                • Could Nokia leverage its popularity amongst older consumers?
                                                                  • Figure 19: Usage of selected mobile handset brands (contract or pay as you go), by age, July 2010
                                                              • Mobile Internet Usage Frequencies

                                                                • Key points
                                                                  • Half of internet users still to log on via mobile
                                                                    • Figure 20: Frequency of mobile internet usage, July 2010
                                                                  • Usage frequency by age
                                                                    • Figure 21: Frequent and infrequent users of the mobile web, by age, July 2010
                                                                  • Usage frequency by socio-economic group
                                                                    • Figure 22: Frequent and infrequent users of the mobile web, by socio-economic group, July 2010
                                                                • Attitudes Towards Using the Mobile Web

                                                                  • Key points
                                                                    • Lack of technical knowledge isn’t the problem
                                                                      • Figure 23: Attitudes towards using mobile phones to browse the internet, July 2010
                                                                    • Better hardware and faster speeds are the answer
                                                                      • Attitudes versus usage frequencies
                                                                        • Figure 24: Attitudes towards using mobile phones to browse the internet, by frequency with which mobile phone is used to access internet, July 2010
                                                                      • Attitudes versus e-commerce activity
                                                                        • Figure 25: Attitudes towards using mobile phones to browse the internet, by repertoire of types of websites from which purchases were made, July 2010
                                                                      • Attitudes by gender, age, socio-economic group and lifestage
                                                                        • Figure 26: Most popular attitudes towards using mobile phones to browse the internet, by demographics, July 2010
                                                                    • Appendix – Top Internet Sites Visited in July 2010

                                                                        • Figure 27: Top 100 internet properties, UK, July 2010
                                                                        • Figure 28: Top 100 entertainment properties, UK, July 2010
                                                                        • Figure 29: Top 100 retail properties, UK, July 2010
                                                                        • Figure 30: Top 100 services properties, UK, July 2010
                                                                    • Appendix – Device Ownership Analysis

                                                                        • Figure 31: Most popular electronic gadgets have at home, by demographics, July 2010
                                                                        • Figure 32: Next most popular electronic gadgets have at home, by demographics, July 2010
                                                                        • Figure 33: Other electronic gadgets have at home, by demographics, July 2010
                                                                        • Figure 34: Least popular electronic gadgets have at home, by demographics, July 2010
                                                                    • Appendix – Internet Usage Experiences

                                                                        • Figure 35: Most popular types of activities personally done on the internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 36: Next most popular types of activities personally done on the internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 37: Other types of activities personally done on the internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 38: Least popular types of activities personally done on the internet at home in the last three months, by demographics, July 2010
                                                                    • Appendix – Mobile Usage Experiences

                                                                        • Figure 39: Most popular websites browsed using mobile phone in the last three months, by demographics, July 2010
                                                                        • Figure 40: Next most popular websites browsed using mobile phone in the last three months, by demographics, July 2010
                                                                        • Figure 41: Other types of websites browsed using mobile phone in the last three months, by demographics, July 2010
                                                                    • Appendix – Buying Behaviours

                                                                        • Figure 42: Most popular types of websites actually purchased from internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 43: Next most popular types of websites actually purchased from internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 44: Popular types of types of websites actually purchased from internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 45: Other types of websites actually purchased from internet at home in the last three months, by demographics, July 2010
                                                                        • Figure 46: Least popular types of websites actually purchased from internet at home in the last three months, by demographics, July 2010
                                                                    • Appendix – Mobile Handset Brand Usage

                                                                        • Figure 47: Brand of mobile handsets owned, by demographics, July 2010
                                                                    • Appendix – Mobile Internet Usage Frequencies

                                                                        • Figure 48: Frequency with which mobile phone is used to access internet, by demographics, July 2010
                                                                    • Appendix – Attitudes Towards Using the Mobile Web

                                                                        • Figure 49: Most popular attitudes towards using mobile phones to browse the internet, by demographics, July 2010
                                                                        • Figure 50: Next most popular attitudes towards using mobile phones to browse the internet, by demographics, July 2010

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                                                                    Digital Trends Autumn - UK - September 2010

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