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Digital Trends Autumn - UK - September 2012

“The launch of several ‘hybrid’ devices, which blur the line between two established devices, will only help to accelerate growth of portable devices such as tablets and eReaders. As seen with the MP3 player and smartphone, if consumers can merge the features of two devices into one central hub, they generally will do so.” – Paul Davies, Senior Technology AnalystSome questions answered in this report include:
  • How has ownership of consumer technology products changed in 2012 compared to 2011?
  • What are consumer's plans for purchasing or upgrading products in the next three months?
  • What are the current attitudes towards different technology products?
  • What devices are consumers using to access the internet?
  • What are the most common online activities?
This report examines the trends in consumer technology and digital media in the UK. This is the third report in the updated series of Digital Trends, which looks at device ownership and usage over the past three months (May-July 2012). Data from Mintel’s consumer research also show the products that people are looking to purchase over the coming months, as the analysis looks at what is sparking the growth, or causing the decline, of devices.

Online activities are also assessed, as this report compares the contrasting habits of computer, smartphone and tablet users. Internet usage is analysed, with an overview of the most popular web properties during the last three months.

Each section includes a data comparison, as the report examines the changing patterns in the behaviour and attitude of consumers with regards to technology products. This helps to identify opportunities for companies to either tap in to emerging markets, or shift the focus within their product and marketing mix.

Digital Trends also provides top-level comparisons of technology ownership in the UK and internet usage against that of consumers in France, Germany, Italy and Spain.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Consumer technology products
              • Figure 1: Household/personal ownership of consumer technology products, December 2011 and July 2012
              • Figure 2: Personal ownership of smartphones, basic mobile phones and/or portable media players, December 2011 and July 2012
              • Figure 3: Plans for purchase or upgrade of consumer technology products in the next three months, April and July 2012
            • Internet usage
              • Devices used to access the internet
                • Figure 4: Devices used to access the internet in the last three months, December 2011-July 2012
              • Time spent on the internet
                • Figure 5: Average minutes spent online per visitor per month from computers, July 2010-July 2012
              • Online activities
                • Figure 6: Online activities performed in the past three months, April-July 2012
                • Figure 7: Top ten online activities performed in the past three months, by device, July 2012
              • Attitudes towards technology products
                • Figure 8: Attitudes towards technology products, July 2012
              • European comparisons
                • Household ownership of technology products
                  • Figure 9: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, January 2012
                • Personal ownership of mobile phones
                  • Figure 10: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, January 2012
                • Devices used to access the internet
                  • Figure 11: Devices used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, January 2012
                • Top ten internet activities
                  • Figure 12: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, January 2012
                • What we think
                • Consumer Technology Products

                  • Key points
                    • Ownership patterns of consumer technology products
                      • Figure 13: Household/personal ownership of consumer technology products, December 2011 and July 2012
                    • Planned purchase or upgrade of consumer technology products
                      • Figure 14: Plans for purchase or upgrade of consumer technology products in the next three months, April -July 2012
                    • Televisions
                      • Ownership patterns
                        • Figure 15: Household ownership of television sets, December 2011 and July 2012
                        • Figure 16: Household ownership of internet-enabled TVs and 3DTVs, by age, July 2012
                        • Figure 17: Household ownership of internet-enabled TVs and 3DTVs, by social media users who log in once a month or more, July 2012
                      • Plans for purchase or upgrade
                        • Figure 18: Plans for purchase or upgrade of television sets in the next three months, April and July 2012
                        • Figure 19: Plans for purchase or upgrade to 3DTV sets in the next three months, by social media users who log in once a month or more, July 2012
                      • News, trends and analyses
                        • Home entertainment systems
                          • Ownership patterns
                            • Figure 20: Household ownership of home entertainment systems, December 2011 and July 2012
                            • Figure 21: Household ownership of DVD players, Blu-ray players and surround sound/home cinema systems, by gross annual household income, July 2012
                          • Plans for purchase or upgrade
                            • Figure 22: Plans for purchase or upgrade of home entertainment systems in the next three months, by age, July 2012
                            • Figure 23: Plans for purchase or upgrade of Blu-ray players in the next three months, by social media users who log in once a month or more, July 2012
                          • News, trends and analyses
                            • Discs vs video streaming
                              • Surround sound/home cinema systems
                                • Computers and eReaders
                                  • Ownership patterns
                                    • Figure 24: Household ownership of computers and eReaders, December 2011 and July 2012
                                    • Figure 25: Household ownership of computers, by form factors, July 2012
                                    • Figure 26: Household ownership of laptop/netbook and desktop computers, by gross annual household income, July 2012
                                    • Figure 27: Household ownership of eReaders and tablet computers, by gross annual household income, July 2012
                                    • Figure 28: Household ownership of computers and eReaders, by gender, July 2012
                                    • Figure 29: Household ownership of tablet computers and eReaders, July 2012
                                    • Figure 30: Household ownership of eReaders and tablet computers, by age, July 2012
                                  • Plans for purchase or upgrade
                                    • Figure 31: Plans for purchase or upgrade of computers and eReaders in the next three months, April and July 2012
                                    • Figure 32: Plans for purchase or upgrade of computers in the next three months, by age, July 2012
                                  • News, trends and analyses
                                    • Gaming consoles
                                      • Ownership patterns
                                        • Figure 33: Household ownership of video game consoles, December 2011 and July 2012
                                        • Figure 34: Household ownership of Microsoft Xbox 360, Nintendo Wii and Sony PlayStation 3, July 2012
                                        • Figure 35: Household ownership of Nintendo DS, Nintendo 3DS and Sony PlayStation Portable, July 2012
                                        • Figure 36: Household ownership of video game consoles, by gender, July 2012
                                      • Plans for purchase or upgrade
                                        • Figure 37: Plans for purchase or upgrade of video game consoles in the next three months, April and July 2012
                                      • News, trends and analyses
                                        • Mobile phones
                                          • Ownership patterns
                                            • Figure 38: Personal ownership of smartphones, basic mobile phones and/or portable media players, December 2011 and July 2012
                                            • Figure 39: Personal ownership of mobile phones, by phone type, July 2012
                                            • Figure 40: Personal ownership of smartphones and basic mobile phones, by age, July 2012
                                            • Figure 41: Personal ownership of smartphones and basic mobile phones, by region, July 2012
                                            • Figure 42: Mobile phone ownership, by platform provider, April 2012
                                            • Figure 43: Mobile phone ownership, by handset manufacturer, April 2012
                                          • Plans for purchase or upgrade
                                            • Figure 44: Plans for purchase or upgrade of mobile phones in the next three months, by age, July 2012
                                          • News, trends and analyses
                                            • SatNav systems
                                              • Ownership patterns
                                                • Figure 45: Household ownership of SatNav systems, by age, July 2012
                                                • Figure 46: Household ownership of SatNav systems, by gross annual household income, July 2012
                                                • Figure 47: Household ownership of SatNav systems, by region, July 2012
                                              • Plans for purchase or upgrade
                                                • News, trends and analyses
                                                  • Portable media players
                                                    • Ownership patterns
                                                      • Figure 48: Personal ownership of portable media players, by age, July 2012
                                                    • Plans for purchase or upgrade
                                                      • News, trends and analyses
                                                      • Internet Usage

                                                        • Key points
                                                          • Internet penetration
                                                            • Figure 49: Percentage of households with internet access, 2005-12
                                                            • Figure 50: Reason for not having internet access, August 2012
                                                          • Devices used to access the internet
                                                            • Figure 51: Devices used to access the internet in the last three months, December 2011-July 2012
                                                          • Accessing the internet with mobile devices
                                                            • Figure 52: Smartphone owners and using smartphones to access internet, by age, July 2012
                                                          • Accessing the internet with other devices
                                                            • Figure 53: Reasons for buying a smart TV, March/April 2012
                                                          • Growing number of devices used to access the internet
                                                            • Figure 54: Repertoire of methods used to access the internet in the last three months, by age, July 2012
                                                          • Time spent on the internet
                                                            • Figure 55: Average minutes spent online per visitor per month from computers, July 2010-July 2012
                                                            • Figure 56: Average minutes spent online per visitor per month, by age, July 2012
                                                            • Figure 57: Average minutes spent online per visitor per month, by gender and age, July 2012
                                                          • Top ten web properties
                                                            • Figure 58: Top ten web properties, by audience reach, July 2012
                                                            • Figure 59: Top 12 web properties, by average minutes spent on site per visitor per month, July 2012
                                                        • Online Activities

                                                          • Key points
                                                            • Online activities performed
                                                              • On any devices
                                                                • Figure 60: Online activities performed in the past three months, April-July 2012
                                                              • On a computer
                                                                • Figure 61: Online activities performed in the past three months on a computer, April-July 2012
                                                              • On a smartphone
                                                                • Figure 62: Online activities performed in the past three months on a smartphone, April-July 2012
                                                              • On a tablet
                                                                • Figure 63: Online activities performed in the past three months on a tablet, April-June 2012
                                                              • Top ten online activities
                                                                • Figure 64: Top ten online activities performed in the past three months, by device, July 2012
                                                              • Social and sharing activities
                                                                • Variations by device
                                                                  • Figure 65: Social and sharing online activities performed in the past three months, by device, July 2012
                                                                • Variations by gender
                                                                  • Figure 66: Social and sharing online activities performed in the past three months, by gender, July 2012
                                                                • Variations by age
                                                                  • Figure 67: Social and sharing online activities performed in the past three months, by age, July 2012
                                                                  • Figure 68: Social and sharing online activities performed in the past three months, by age, percentage point change between April and July 2012
                                                                  • Figure 69: Social and sharing online activities performed in the past three months, by region, July 2012
                                                                  • Figure 70: Social and sharing online activities performed in the past three months, by region, percentage point change between April and July 2012
                                                                • The quest for information
                                                                  • Variations by device
                                                                    • Figure 71: Information-finding activities performed online in the past three months, by device, July 2012
                                                                  • Variations by gender
                                                                    • Figure 72: Information-finding activities performed online in the past three months, by gender, July 2012
                                                                  • Variations by age
                                                                    • Figure 73: Information-finding activities performed online in the past three months, by age, July 2012
                                                                    • Figure 74: Information-finding activities performed online in the past three months, by age, percentage point change between April and July 2012
                                                                  • Variations by region
                                                                    • Figure 75: Information-finding activities performed online in the past three months, by region, July 2012
                                                                  • Online shopping
                                                                    • Variations by device
                                                                      • Figure 77: Online shopping activities performed in the past three months, by device, July 2012
                                                                    • Variations by gender
                                                                      • Figure 78: Online shopping activities performed in the past three months, by gender, July 2012
                                                                    • Variations by age
                                                                      • Figure 79: Online shopping activities performed in the past three months, by age, July 2012
                                                                      • Figure 80: Online shopping activities performed in the past three months, by age, percentage point change between April and July 2012
                                                                    • Variations by region
                                                                      • Figure 81: Online shopping activities performed in the past three months, by region, July 2012
                                                                      • Figure 82: Online shopping activities performed in the past three months, by region, percentage point change between April and July 2012
                                                                    • Online entertainment
                                                                      • Variations by device
                                                                        • Figure 83: Online entertainment activities performed in the past three months, by device, July 2012
                                                                      • Variations by gender
                                                                        • Figure 84: Online entertainment activities performed in the past three months, by gender, July 2012
                                                                      • Variations by age
                                                                        • Figure 85: Online entertainment activities performed in the past three months, by age, July 2012
                                                                        • Figure 86: Online entertainment activities performed in the past three months, by age, percentage point change between April and July 2012
                                                                      • Variations by region
                                                                        • Figure 87: Online entertainment activities performed in the past three months, by region, July 2012
                                                                        • Figure 88: Online entertainment activities performed in the past three months, by region, percentage point change between April and July 2012
                                                                    • Attitudes towards Technology Products

                                                                      • Key points
                                                                        • How consumers feel about technology products
                                                                          • Figure 89: Attitudes towards technology products, July 2012
                                                                          • Figure 90: Trends in agreement (any agree) with attitudes towards technology products, April and July 2012
                                                                          • Figure 91: Selected attitudes towards technology products, by number of people in household, July 2012
                                                                        • Technology is a waste of money, or is it?
                                                                          • Figure 92: Agreement with the statement ‘Buying new technology products is a waste of money’, by ownership of technology products, July 2012
                                                                        • At the forefront of technology products
                                                                          • Figure 93: Device ownership of those who agree with the statements ‘It is important for me to have the latest model of technology products’ and ‘Buying new technology products is a waste of money’, by ownership of technology products, July 2012
                                                                          • Figure 94: Mobile device ownership of those who agree with the statements ‘It is important for me to have the latest model of technology products’ and ‘Buying new technology products is a waste of money’, July 2012
                                                                      • European Comparisons

                                                                        • Ownership of consumer technology products
                                                                          • Figure 95: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Televisions
                                                                          • Figure 96: Household ownership of television sets in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Home entertainment systems
                                                                          • Figure 97: Household ownership of home entertainment systems in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Computers and eReaders
                                                                          • Figure 98: Household ownership of computers and eReaders in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Mobiles phones
                                                                          • Figure 99: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Other portable devices
                                                                          • Figure 100: Personal ownership of digital cameras and SatNav devices in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Devices used to access the internet
                                                                          • Figure 101: Devices used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, September 2012
                                                                        • Internet activities
                                                                          • Figure 102: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, September 2012
                                                                          • Figure 103: Online activities performed in the past three months in France, September 2012
                                                                          • Figure 104: Online activities performed in the past three months in Germany, September 2012
                                                                          • Figure 105: Online activities performed in the past three months in Italy, September 2012
                                                                          • Figure 106: Online activities performed in the past three months in Spain, September 2012
                                                                      • Appendix – Consumer Technology Products

                                                                        • Ownership
                                                                          • Figure 107: Household ownership of consumer technology products, July 2012
                                                                          • Figure 108: Most popular technology products have in household, by demographics, July 2012
                                                                          • Figure 109: Next most popular technology products have in household, by demographics, July 2012
                                                                          • Figure 110: Other technology products have in household, by demographics, July 2012
                                                                          • Figure 111: Personal ownership of smartphones, basic mobile phones and/or portable media players, July 2012
                                                                          • Figure 112: Technology products personally owned, by demographics, July 2012
                                                                          • Figure 113: Video game consoles have in household and/or plan to buy/upgrade in the next three months, July 2012
                                                                          • Figure 114: Most popular video game consoles in the home, by demographics, July 2012
                                                                          • Figure 115: Next most popular video game consoles in the home, by demographics, July 2012
                                                                          • Figure 116: Most popular video game consoles plan to buy/upgrade in the next three months, by demographics, July 2012
                                                                          • Figure 117: Next most popular video game consoles plan to buy/upgrade in the next three months, by demographics, July 2012
                                                                        • Planned purchase or upgrade of consumer technology products
                                                                          • Figure 118: Technology products plan to buy/upgrade in the next three months, July 2012
                                                                          • Figure 119: Most popular technology products plan to buy/upgrade in the next three months, by demographics, July 2012
                                                                          • Figure 120: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, July 2012
                                                                          • Figure 121: Other technology products plan to buy/upgrade in the next three months, by demographics, July 2012
                                                                      • Appendix – Internet Usage

                                                                          • Figure 122: Methods of accessing the internet, July 2012
                                                                          • Figure 123: Most popular methods of accessing the internet, by demographics, July 2012
                                                                          • Figure 124: Next most popular methods of accessing the internet, by demographics, July 2012
                                                                          • Figure 125: Repertoire of methods of accessing the internet, by demographics, July 2012
                                                                          • Figure 126: Methods of accessing the internet, by most popular methods of accessing the internet, July 2012
                                                                          • Figure 127: Methods of accessing the internet, by next most popular methods of accessing the internet, July 2012
                                                                          • Figure 128: Methods of accessing the internet, by most popular technology products have in household, July 2012
                                                                          • Figure 129: Methods of accessing the internet, by next most popular technology products have in household, July 2012
                                                                          • Figure 130: Methods of accessing the internet, by other technology products have in household, July 2012
                                                                          • Figure 131: Methods of accessing the internet, by technology products personally owned, July 2012
                                                                          • Figure 132: Methods of accessing the internet, by most popular video game consoles have in household, July 2012
                                                                          • Figure 133: Methods of accessing the internet, by next most popular video game consoles have in household, July 2012
                                                                          • Figure 134: Repertoire of methods of accessing the internet, July 2012
                                                                      • Appendix – Online Activities

                                                                          • Figure 135: Online activities done in the last three months, July 2012
                                                                        • On any devices
                                                                          • Figure 136: Most popular online activities on any device done in the last three months, by demographics, July 2012
                                                                          • Figure 137: Next most popular online activities on any device done in the last three months, by demographics, July 2012
                                                                          • Figure 138: Other online activities on any device done in the last three months, by demographics, July 2012
                                                                          • Figure 139: Least popular online activities on any device done in the last three months, by demographics, July 2012
                                                                        • On a computer
                                                                          • Figure 140: Most popular online activities done on a computer in the last three months, by demographics, July 2012
                                                                          • Figure 141: Next most popular online activities done on a computer in the last three months, by demographics, July 2012
                                                                          • Figure 142: Other online activities done on a computer in the last three months, by demographics, July 2012
                                                                          • Figure 143: Least popular online activities done on a computer in the last three months, by demographics, July 2012
                                                                        • On a smartphone
                                                                          • Figure 144: Most popular online activities done on a smartphone in the last three months, by demographics, July 2012
                                                                          • Figure 145: Next most popular online activities done on a smartphone in the last three months, by demographics, July 2012
                                                                          • Figure 146: Other online activities done on a smartphone in the last three months, by demographics, July 2012
                                                                          • Figure 147: Least popular online activities done on a smartphone in the last three months, by demographics, July 2012
                                                                        • On a tablet
                                                                          • Figure 148: Most popular online activities done on a tablet in the last three months, by demographics, July 2012
                                                                          • Figure 149: Next most popular online activities done on a tablet in the last three months, by demographics, July 2012
                                                                          • Figure 150: Other online activities done on a tablet in the last three months, by demographics, July 2012
                                                                          • Figure 151: Least popular online activities done on a tablet in the last three months, by demographics, July 2012
                                                                      • Appendix – Attitudes towards Technology Products

                                                                          • Figure 152: Attitudes towards technology products, July 2012
                                                                          • Figure 153: Most popular attitudes towards technology products (any agree), by demographics, July 2012
                                                                          • Figure 154: Next most popular attitudes towards technology products (any agree), by demographics, July 2012
                                                                      • Appendix – European Comparisons – Technology Ownership

                                                                          • Figure 155: Technology products have in household, by country, September 2012
                                                                          • Figure 156: Technology products personally owned, by country, September 2012
                                                                          • Figure 157: Most popular technology products have in household, by demographics, September 2012
                                                                          • Figure 158: Next most popular technology products have in household, by demographics, September 2012
                                                                          • Figure 159: Other technology products have in household, by demographics, September 2012
                                                                          • Figure 160: Most popular technology products have in household, by demographics, France, September 2012
                                                                          • Figure 161: Next most popular technology products have in household, by demographics, France, September 2012
                                                                          • Figure 162: Other technology products have in household, by demographics, France, September 2012
                                                                          • Figure 163: Most popular technology products have in household, by demographics, Germany, September 2012
                                                                          • Figure 164: Next most popular technology products have in household, by demographics, Germany, September 2012
                                                                          • Figure 165: Other technology products have in household, by demographics, Germany, September 2012
                                                                          • Figure 166: Technology products have in household, by demographics, Italy, September 2012
                                                                          • Figure 167: Technology products have in household, by demographics, Italy, September 2012
                                                                          • Figure 168: Technology products have in household, by demographics, Italy, September 2012
                                                                          • Figure 169: Most popular technology products have in household, by demographics, Spain, September 2012
                                                                          • Figure 170: Next most popular technology products have in household, by demographics, Spain, September 2012
                                                                          • Figure 171: Other technology products have in household, by demographics, Spain, September 2012
                                                                          • Figure 172: Technology products personally owned, by demographics, September 2012
                                                                          • Figure 173: Technology products personally owned, by demographics, France, September 2012
                                                                          • Figure 174: Technology products personally owned, by demographics, Germany, September 2012
                                                                          • Figure 175: Technology products personally owned, by demographics, Italy, September 2012
                                                                          • Figure 176: Technology products personally owned, by demographics, Spain, September 2012
                                                                      • Appendix – European Comparisons – Internet Access

                                                                          • Figure 177: Internet access, by country, September 2012
                                                                          • Figure 178: Most popular methods of internet access, by demographics, September 2012
                                                                          • Figure 179: Next most popular methods of internet access, by demographics, September 2012
                                                                          • Figure 180: Most popular methods of internet access, by demographics, France, September 2012
                                                                          • Figure 181: Next most popular methods of internet access, by demographics, France, September 2012
                                                                          • Figure 182: Most popular methods of internet access, by demographics, Germany, September 2012
                                                                          • Figure 183: Next most popular methods of internet access, by demographics, Germany, September 2012
                                                                          • Figure 184: Most popular methods of internet access, by demographics, Italy, September 2012
                                                                          • Figure 185: Next most popular methods of internet access, by demographics, Italy, September 2012
                                                                          • Figure 186: Most popular methods of internet access, by demographics, Spain, September 2012
                                                                          • Figure 187: Next most popular methods of internet access, by demographics, Spain, September 2012

                                                                      Companies Covered

                                                                      • Apple Computer UK Ltd
                                                                      • Bebo Inc
                                                                      • British Broadcasting Corporation (BBC)
                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                      • Google UK
                                                                      • John Lewis Plc (department store)
                                                                      • Kantar Media
                                                                      • LG Electronics (UK)
                                                                      • LinkedIn
                                                                      • LOVEFiLM International Ltd
                                                                      • Microsoft Ltd (UK)
                                                                      • Nokia Corporation (UK)
                                                                      • Paddy Power Plc
                                                                      • PriceRunner UK
                                                                      • Research in Motion Uk Ltd.
                                                                      • Samsung Electronics (UK) Ltd
                                                                      • Sony (UK) Ltd
                                                                      • TripAdvisor LLC
                                                                      • William Hill

                                                                      Digital Trends Autumn - UK - September 2012

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