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Digital Trends Autumn - UK - September 2014

“New chapters continue to be written in the story of cannibalisation within the technology sector. For so long the rising popularity of the tablet computer contributed to the decline of other neighbouring device markets, but now the tables are set to be turned, as it could be the tablet market itself that starts to feel the impact of competitor products”.
– Paul Davies, Senior Leisure and Technology Analyst

Brands are beginning to realise that a business model which relies heavily on hardware sales alone – particularly smartphones and tablets – has a limited shelf life. The rapid growth seen within the tablet market has started to fall as upgrade cycles are slower than they are in the smartphone sector, while phablets (5”+ smartphones) have begun to encroach on tablet territory.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Consumer technology products
              • Ownership of consumer technology products
                • Figure 1: Household/personal ownership of consumer technology products, April and June 2014
              • Planned purchase or upgrade of consumer technology products
                • Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014
              • Televisions
                • Plans for purchase or upgrade
                  • Figure 3: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
                • Mobile phones
                  • Ownership patterns
                    • Figure 4: Personal ownership of mobile phones, January 2012 - June 2014
                  • Internet access
                    • Devices used to access the internet
                      • Two fifths of consumers now connect via tablets
                        • Figure 5: Devices used to access the internet in the last three months, June 2014, and percentage-point change between June 2013 and June 2014
                      • Online activities
                        • On any device
                          • Figure 6: Online activities performed in the past three months, June 2014 and percentage-point change between April and June 2014
                        • Digital advertising
                          • Two fifths of consumers have clicked on digital ads
                            • Figure 7: Digital advertising seen and clicked on within the past three months, June 2014
                          • Attitudes towards digital advertising
                            • Will consumers allow brands to enter their internet of things?
                              • Figure 8: Attitudes towards digital advertising, April 2014
                            • Operating systems
                              • Half of smartphone owners use an Android handset
                                • Figure 9: Smartphone operating systems used, June 2014
                              • Low-cost 7” tablets help Google to make up ground
                                • Figure 10: Tablet operating systems used, June 2014
                              • Attitudes towards operating systems
                                • Familiarity is key, however trials could encourage consumers to switch OS
                                  • Figure 11: Attitudes towards smartphone and tablet operating systems, June 2014
                                • European Comparisons
                                  • Devices used to access the internet
                                    • Figure 12: Devices used to access the internet in the last three months, June/August 2014
                                  • What we think
                                  • Consumer Technology Products – Overview

                                    • Key points
                                      • Ownership of consumer technology products
                                        • Figure 13: Household/personal ownership of consumer technology products, April and June 2014
                                        • Figure 14: The cannibalisation cycle, phablets, tablets and laptops competing against one another
                                      • Planned purchase or upgrade of consumer technology products
                                        • Figure 15: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014
                                    • Consumer Technology Products – Televisions

                                      • Key points
                                        • Ownership
                                          • Figure 16: Household ownership of television sets, April and June 2014
                                        • Plans for purchase or upgrade
                                          • Figure 17: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
                                        • Demographic breakdown – by gender
                                          • Men 5 percentage points more likely to have a smart TV
                                            • Figure 18: Household ownership of televisions, by gender, June 2014
                                          • A third of men in the market for a new TV
                                            • Figure 19: Plans to purchase any television in the next three months, by gender, June 2014
                                          • Demographic breakdown – by age
                                            • One in ten 16-24s go without a television
                                              • Figure 20: Household ownership of televisions, by age, June 2014
                                            • In-store demonstrations could see older consumers interest in 4K TVs rise
                                              • Figure 21: Plans to purchase any television in the next three months, by age, June 2014
                                            • A third of TV owners now have just one set in their home
                                              • Figure 22: Number of televisions in household, June 2013 and June 2014
                                          • Consumer Technology Products – Computers, Tablets and e-readers

                                            • Key points
                                              • Ownership patterns
                                                • Figure 23: Household ownership of computers and e-readers, January 2012 - June 2014
                                              • Plans for purchase or upgrade
                                                • Figure 24: Plans for purchase or upgrade of computers and e-readers in the next three months, April and June 2014
                                              • Consumers revert to one ‘in home’ form factor as portables take over
                                                • Figure 25: Household ownership of computers, by form factor, June 2014
                                              • Demographic breakdown – by gender
                                                • Three fifths of men still have a desktop
                                                  • Figure 26: Household ownership of computers and e-readers, by gender, June 2014
                                                • Sustained interest from men should protect the desktop market, but further decline is inevitable
                                                  • Figure 27: Plans for purchase or upgrade of computers and e-readers in the next three months, by gender, June 2014
                                                • Demographic breakdown – by age
                                                  • Younger tablet owners still hold on to laptop computers
                                                    • Figure 28: Household ownership of computers and e-readers, by age, June 2014
                                                  • Amazon hopes to revive interest in e-readers with Unlimited service
                                                    • Figure 29: Plans for purchase or upgrade of computers and e-readers in the next three months, by age, June 2014
                                                • Consumer Technology Products – Mobile Phones

                                                  • Key points
                                                    • Ownership patterns
                                                      • Figure 30: Personal ownership of mobile phones, January 2012 - June 2014
                                                    • Plans for purchase or upgrade
                                                      • Figure 31: Plans for purchase or upgrade of mobile phones in the next three months, April and June 2014
                                                    • Less than a quarter of handset owners don’t have access to a smartphone
                                                      • Figure 32: Personal ownership of mobile phones, by phone type, June 2014
                                                    • Demographic breakdown – by gender
                                                      • Three quarters of men now have a smartphone
                                                        • Figure 33: Personal ownership of mobile phones, by gender, June 2014
                                                      • A third of men planning to upgrade to a new smartphone
                                                        • Figure 34: Plans for purchase or upgrade of mobile phones in the next three months, by gender, June 2014
                                                      • Demographic breakdown – by age
                                                        • Over-65s still far more likely to own a basic handset
                                                          • Figure 35: Personal ownership of mobile phones, by age, June 2014
                                                        • Two fifths of 16-34s planning a smartphone purchase or upgrade
                                                          • Figure 36: Plans for purchase or upgrade of mobile phones in the next three months, by age, June 2014
                                                      • Internet Access

                                                        • Key points
                                                          • Devices used to access the internet
                                                            • Two fifths of consumers now connect via tablets
                                                              • Figure 37: Devices used to access the internet in the last three months, June 2014, and percentage-point change between June 2013 and June 2014
                                                            • Repertoire analysis
                                                              • Figure 38: Repertoire of methods used to access the internet in the last three months, by age, June 2014
                                                          • Online Activities

                                                            • Key points
                                                              • Online activities performed
                                                                • On any device
                                                                  • Figure 39: Online activities performed in the past three months, June 2014 and percentage-point change between April and June 2014
                                                                • On a computer
                                                                  • Figure 40: Online activities performed in the past three months on a computer, June 2014
                                                                • On a smartphone
                                                                  • Figure 41: Online activities performed in the past three months on a smartphone, June 2014
                                                                • On a tablet
                                                                  • Figure 42: Online activities performed in the past three months on a tablet, June 2014
                                                                • Social and sharing activities
                                                                  • Variations by device
                                                                    • Figure 43: Social and sharing online activities performed in the past three months, by device, June 2014
                                                                  • Variations by gender
                                                                    • Figure 44: Social and sharing online activities performed in the past three months, by gender, June 2014
                                                                  • Variations by age
                                                                    • Figure 45: Social and sharing online activities performed in the past three months, by age, June 2014
                                                                  • The quest for information
                                                                    • Variations by device
                                                                      • Figure 46: Information-finding activities performed online in the past three months, by device, June 2014
                                                                    • Variations by gender
                                                                      • Figure 47: Information-finding activities performed online in the past three months, by gender, June 2014
                                                                      • Figure 48: Information-finding activities performed online in the past three months, by age, June 2014
                                                                    • Online shopping
                                                                      • Variations by device
                                                                        • Figure 49: Online shopping activities performed in the past three months, by device, June 2014
                                                                        • Figure 50: Proportion of all consumers who have shopped online using computers, tablets and smartphones, July 2012 - June 2014
                                                                      • Variations by gender
                                                                        • Figure 51: Online shopping activities performed in the past three months, by gender, June 2014
                                                                      • Variations by age
                                                                        • Figure 52: Online shopping activities performed in the past three months, by age, June 2014
                                                                      • Online entertainment
                                                                        • Variations by device
                                                                          • Figure 53: Online entertainment activities performed in the past three months, by device, June 2014
                                                                        • Variations by gender
                                                                          • Figure 54: Online entertainment activities performed in the past three months, by gender, June 2014
                                                                        • Variations by age
                                                                          • Figure 55: Online entertainment activities performed in the past three months, by age, June 2014
                                                                      • Digital Advertising

                                                                        • Key points
                                                                          • Brands that are open about accessing personal information could appease consumers
                                                                            • Figure 56: Digital advertising seen and clicked on within the past three months, June 2014
                                                                          • Kiip targets gamers by triggering rewards when players are at their happiest
                                                                            • Figure 57: Proportion of people who have clicked on each type of advert after seeing it, June 2014
                                                                          • Social media sites look to address conversion issues
                                                                            • Figure 58: Digital advertising bought from within the past three months, June 2014
                                                                          • Instant messaging services can learn from the failings of social networks
                                                                            • Figure 59: Proportion of people who have clicked on social media adverts, and bought from social media adverts after clicking on these ads in the past three months, by gender and age, June 2014
                                                                          • Attitudes towards digital advertising
                                                                            • Will consumers allow brands to enter their internet of things?
                                                                              • Figure 60: Attitudes towards digital advertising, April 2014
                                                                            • Opportunity to target those on-the-go with ‘nearby’ advertising
                                                                              • Figure 61: Agreement with the statement ‘I would be willing to give brands that I like access to my ‘real-time’ location to receive more relevant offers’, by online activities done in the last three months, June 2014
                                                                          • Smartphone and Tablet Operating Systems

                                                                            • Key points
                                                                              • Half of smartphone owners use an Android handset
                                                                                • Figure 62: Smartphone operating systems used, June 2014
                                                                              • Low-cost 7” tablets help Google to make up ground
                                                                                • Figure 63: Tablet operating systems used, June 2014
                                                                              • Demographic breakdown – by gender
                                                                                • Women more likely to favour Apple
                                                                                  • Figure 64: Smartphone operating systems used, by gender, June 2014
                                                                                  • Figure 65: Tablet operating systems used, by gender, June 2014
                                                                                • Demographic breakdown – by age
                                                                                  • Two thirds of smartphone owners aged over 65 use Android
                                                                                    • Figure 66: Smartphone operating systems used, by age, June 2014
                                                                                    • Figure 67: Tablet operating systems used, by age, June 2014
                                                                                  • Attitudes towards operating systems
                                                                                    • Familiarity is key, however trials could encourage consumers to switch OS
                                                                                      • Figure 68: Attitudes towards smartphone and tablet operating systems, June 2014
                                                                                    • Opportunities for diversification?
                                                                                      • iOS users more likely to show loyalty
                                                                                        • Figure 69: Attitudes towards smartphone and tablet operating systems, by Android and iOS users, June 2014
                                                                                    • European Comparisons

                                                                                      • Internet access
                                                                                        • Devices used to access the internet
                                                                                          • Figure 70: Devices used to access the internet in the last three months, June/August 2014
                                                                                        • Ownership of consumer technology products
                                                                                          • Televisions
                                                                                            • Figure 71: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2014
                                                                                            • Figure 72: Number of televisions in household in France, Germany, Italy, Spain and the UK, June/August 2014
                                                                                          • Computers and e-readers
                                                                                            • Figure 73: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, June/August 2014
                                                                                          • Mobile phones
                                                                                            • Figure 74: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, June/August 2014
                                                                                        • Appendix – Consumer Technology Products

                                                                                            • Figure 75: Technology products in household, June 2014
                                                                                            • Figure 76: Types of television in household, June 2014
                                                                                            • Figure 77: Technology products in household, by demographics, June 2014
                                                                                            • Figure 78: Technology products in household, by demographics, June 2014 (continued)
                                                                                            • Figure 79: Technology products have in household, by demographics, June 2014 (continued)
                                                                                            • Figure 80: Technology products personally owned, June 2014
                                                                                            • Figure 81: Technology products personally owned, by demographics, June 2014
                                                                                            • Figure 82: Technology products personally owned, by demographics, June 2014 (continued)
                                                                                            • Figure 83: Technology products plan to buy/upgrade in the next three months, June 2014
                                                                                            • Figure 84: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014
                                                                                            • Figure 85: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
                                                                                            • Figure 86: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
                                                                                            • Figure 87: Technology products plan to buy/upgrade in the next three months – Planning to buy, by demographics, June 2014 (continued)
                                                                                            • Figure 88: Number of televisions in household, June 2014
                                                                                            • Figure 89: Number of televisions in household, by demographics, June 2014
                                                                                        • Appendix - Internet Access

                                                                                            • Figure 90: Internet access by device, June 2014
                                                                                            • Figure 91: Internet access by device, by demographics, June 2014
                                                                                            • Figure 92: Internet access by device, by demographics, June 2014 (continued)
                                                                                            • Figure 93: Repertoire of internet access by device, June 2014
                                                                                            • Figure 94: Repertoire of internet access by device, by demographics, June 2014
                                                                                        • Appendix – Online Activities

                                                                                            • Figure 95: Online activities done in the last three months, June 2014
                                                                                            • Figure 96: Online activities done in the last three months, by demographics, June 2014
                                                                                            • Figure 97: Online activities done in the last three months, by demographics, June 2014 (continued)
                                                                                            • Figure 98: Online activities done in the last three months, by demographics, June 2014 (continued)
                                                                                            • Figure 99: Online activities done in the last three months, by demographics, June 2014 (continued)
                                                                                            • Figure 100: Online activities done in the last three months, by demographics, June 2014 (continued)
                                                                                            • Figure 101: Online activities done in the last three months, by device, June 2014
                                                                                            • Figure 102: Online activities done on a tablet in the last three months, June 2014
                                                                                            • Figure 103: Online activities done on a smartphone in the last three months, June 2014
                                                                                        • Appendix – Digital Advertising

                                                                                            • Figure 104: Digital advertising seen and clicked on within the past 3 months, June 2014
                                                                                            • Figure 105: Digital advertising seen and clicked on within the past 3 months – Any type of advert, by demographics, June 2014
                                                                                            • Figure 106: Digital advertising seen and clicked on within the past 3 months – Online advert, by demographics, June 2014
                                                                                            • Figure 107: Digital advertising seen and clicked on within the past 3 months – Sponsored link on a search engine, by demographics, June 2014
                                                                                            • Figure 108: Digital advertising seen and clicked on within the past 3 months – Video advert/commercial, by demographics, June 2014
                                                                                            • Figure 109: Digital advertising seen and clicked on within the past 3 months – Advert on a social media site, by demographics, June 2014
                                                                                            • Figure 110: Digital advertising seen and clicked on within the past 3 months – Advert based on my browsing history, by demographics, June 2014
                                                                                            • Figure 111: Digital advertising seen and clicked on within the past 3 months – Advert or promotion within an email, by demographics, June 2014
                                                                                            • Figure 112: Digital advertising seen and clicked on within the past 3 months – Advert within a game, by demographics, June 2014
                                                                                            • Figure 113: Digital advertising seen and clicked on within the past 3 months – In app advert, by demographics, June 2014
                                                                                            • Figure 114: Digital advertising bought from within the past 3 months, June 2014
                                                                                            • Figure 115: Digital advertising bought from within the past 3 months – Have bought after clicking on any type of online advert, by demographics, June 2014
                                                                                            • Figure 116: Digital advertising bought from within the past 3 months – Advert or promotion within an email, by demographics, June 2014
                                                                                            • Figure 117: Digital advertising bought from within the past 3 months – Online advert, by demographics, June 2014
                                                                                            • Figure 118: Digital advertising bought from within the past 3 months – Advert based on my browsing history, by demographics, June 2014
                                                                                            • Figure 119: Digital advertising bought from within the past 3 months – Sponsored link on a search engine, by demographics, June 2014
                                                                                            • Figure 120: Digital advertising bought from within the past 3 months – Advert on a social media site, by demographics, June 2014
                                                                                            • Figure 121: Digital advertising bought from within the past 3 months – Video advert/commercial, by demographics, June 2014
                                                                                            • Figure 122: Attitudes towards digital advertising, June 2014
                                                                                            • Figure 123: Agreement with the statement ‘If a website became overcrowded with advertising, I would avoid it’, by demographics, June 2014
                                                                                            • Figure 124: Agreement with the statement ‘I would not be acceptable to see adverts on an online service that I was paying a subscription for’, by demographics, June 2014
                                                                                            • Figure 125: Agreement with the statement ‘I would be interested in using online privacy settings to avoid seeing adverts based on my information’, by demographics, June 2014
                                                                                            • Figure 126: Agreement with the statement ‘It’s fair that some free online TV/video services show advertisements’, by demographics, June 2014
                                                                                            • Figure 127: Agreement with the statement ‘I would spend longer on some websites/apps if they did not have advertising on them’, by demographics, June 2014
                                                                                            • Figure 128: Agreement with the statement ‘I would be willing to accept a small amount of advertising on paid-for services in return for a discounted subscription’, by demographics, June 2014
                                                                                            • Figure 129: Agreement with the statement ‘I would be willing to give basic information to brands that I like to see more relevant advertising’, by demographics, June 2014
                                                                                            • Figure 130: Agreement with the statement ‘I would be willing to give brands that I like access to my 'real-time' location to receive more relevant offers’, by demographics, June 2014
                                                                                            • Figure 131: Agreement with the statement ‘I would be willing to pay in order to remove advertising from my social networking feed/page’, by demographics, June 2014
                                                                                        • Appendix – Smartphone and Tablet Operating Systems

                                                                                            • Figure 132: Smartphone operating systems used, June 2014
                                                                                            • Figure 133: Smartphone operating systems used, by demographics, June 2014
                                                                                            • Figure 134: Tablet operating systems used, June 2014
                                                                                            • Figure 135: Tablet operating systems used, by demographics, June 2014
                                                                                            • Figure 136: Attitudes towards smartphone and tablet operating systems, June 2014
                                                                                            • Figure 137: Agreement with the statement ‘I am unlikely to change tablet operating system when buying my next tablet’, by demographics, June 2014
                                                                                            • Figure 138: Agreement with the statement ‘Being able to try out a new smartphone/tablet device for a few days would make me more likely to consider changing operating system’, by demographics, June 2014
                                                                                            • Figure 139: Agreement with the statement ‘I am unlikely to change smartphone operating system when buying my next smartphone’, by demographics, June 2014
                                                                                            • Figure 140: Agreement with the statement ‘I would be more likely to buy a laptop/desktop computer that used the same operating system as my tablet and/or smartphone’, by demographics, June 2014
                                                                                            • Figure 141: Agreement with the statement ‘I would be more likely to buy a smart TV that used the same operating system as my tablet and/or smartphone’, by demographics, June 2014
                                                                                            • Figure 142: Agreement with the statement ‘It is important to me that my smartphone and tablet use the same operating system’, by demographics, June 2014
                                                                                            • Figure 143: Agreement with the statement ‘Having to use two different app stores puts me off buying devices that use different operating systems’, by demographics, June 2014
                                                                                            • Figure 144: Agreement with the statement ‘I would be interested in trading-in both my smartphone and tablet at the same time in order to get a discount on the latest models’, by demographics, June 2014
                                                                                            • Figure 145: Agreement with the statement ‘I don’t care what operating system my smartphone and/or tablet runs on’, by demographics, June 2014
                                                                                        • Appendix – European Comparisons

                                                                                            • Figure 146: Devices used to access the internet in the last three months, by country, August 2014
                                                                                            • Figure 147: Devices used to access the internet in the last three months, by demographics, France, August 2014
                                                                                            • Figure 148: Devices used to access the internet in the last three months, by demographics, France, August 2014 (continued)
                                                                                            • Figure 149: Devices used to access the internet in the last three months, by demographics, Germany, August 2014
                                                                                            • Figure 150: Devices used to access the internet in the last three months, by demographics, Germany, August 2014 (continued)
                                                                                            • Figure 151: Devices used to access the internet in the last three months, by demographics, Italy, August 2014
                                                                                            • Figure 152: Devices used to access the internet in the last three months, by demographics, Italy, August 2014 (continued)
                                                                                            • Figure 153: Devices used to access the internet in the last three months, by demographics, Spain, August 2014
                                                                                            • Figure 154: Devices used to access the internet in the last three months, by demographics, Spain, August 2014 (continued)
                                                                                            • Figure 155: Technology products in household, by country, August 2014
                                                                                            • Figure 156: Technology products in household, by demographics, France, August 2014
                                                                                            • Figure 157: Technology products in household, by demographics, France, August 2014 (continued)
                                                                                            • Figure 158: Technology products in household, by demographics, France, August 2014 (continued)
                                                                                            • Figure 159: Technology products in household, by demographics, Germany, August 2014
                                                                                            • Figure 160: Technology products in household, by demographics, Germany, August 2014 (continued)
                                                                                            • Figure 161: Technology products in household, by demographics, Germany, August 2014 (continued)
                                                                                            • Figure 162: Technology products in household, by demographics, Italy, August 2014
                                                                                            • Figure 163: Technology products in household, by demographics, Italy, August 2014 (continued)
                                                                                            • Figure 164: Technology products in household, by demographics, Italy, August 2014 (continued)
                                                                                            • Figure 165: Technology products in household, by demographics, Spain, August 2014
                                                                                            • Figure 166: Technology products in household, by demographics, Spain, August 2014 (continued)
                                                                                            • Figure 167: Technology products in household, by demographics, Spain, August 2014 (continued)
                                                                                            • Figure 168: Number of televisions in household, by country, August 2014
                                                                                            • Figure 169: Number of televisions in household, by demographics, France, August 2014
                                                                                            • Figure 170: Number of televisions in household, by demographics, Germany, August 2014
                                                                                            • Figure 171: Number of televisions in household, by demographics, Italy, August 2014
                                                                                            • Figure 172: Number of televisions in household, by demographics, Spain, August 2014
                                                                                            • Figure 173: Features available on television(s) in the household, by country, August 2014
                                                                                            • Figure 174: Features available on television(s) in the household, by demographics, France, August 2014
                                                                                            • Figure 175: Features available on television(s) in the household, by demographics, Germany, August 2014
                                                                                            • Figure 176: Features available on television(s) in the household, by demographics, Italy, August 2014
                                                                                            • Figure 177: Features available on television(s) in the household, by demographics, Spain, August 2014
                                                                                            • Figure 178: Technology products personally owned, by country, August 2014
                                                                                            • Figure 179: Technology products personally owned, by demographics, France, August 2014
                                                                                            • Figure 180: Technology products personally owned, by demographics, France, August 2014 (continued)
                                                                                            • Figure 181: Technology products personally owned, by demographics, Germany, August 2014
                                                                                            • Figure 182: Technology products personally owned, by demographics, Germany, August 2014 (continued)
                                                                                            • Figure 183: Technology products personally owned, by demographics, Italy, August 2014
                                                                                            • Figure 184: Technology products personally owned, by demographics, Italy, August 2014 (continued)
                                                                                            • Figure 185: Technology products personally owned, by demographics, Spain, August 2014
                                                                                            • Figure 186: Technology products personally owned, by demographics, Spain, August 2014 (continued)

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                                                                                        Digital Trends Autumn - UK - September 2014

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