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Digital Trends Autumn - UK - September 2015

"The impact of the newfound popularity of ‘phablets’ (5”+ smartphones) cannot be understated. Phablets have not just put a dent into sales in the neighbouring tablet market but also look set to radically change mobile behaviour. There are already signs that the increased uptake of larger screens has broken down one of the major barriers previously experienced by smartphone users, who are now more willing to conduct complex or time-consuming activities on their mobile phone. Essentially more consumers are viewing their phones as ‘mini computers’, as making a phone call almost becomes a by-product rather than a primary function."
- Paul Davies, Senior Leisure & Technology Analyst

This report discusses the following key topics:

  • Household ownership of consumer technology products
  • The phablet revolution 
  • Phablets trigger more smartphone activity
  • Phablet users interested in targeted ads

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Table of contents

  1. Introduction

    • Overview
      • Covered in this report
      • Executive Summary

        • Household ownership of consumer technology products
          • Figure 1: Household ownership of consumer technology products, April and June 2015
        • Nearly a third of consumers expect to buy a new smartphone in the next year
          • Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
        • The phablet revolution
          • Figure 3: Ownership of smartphones, by screen size, June 2015
        • Phablets trigger more smartphone activity
          • Figure 4: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
        • Phablet users interested in targeted ads
          • Figure 5: Attitudes towards digital advertising, by smartphone screen size, June 2015
      • The Consumer – What You Need to Know

        • Smart TVs enter more homes
          • Three quarters have a smartphone
            • Uncertain future for the tablet market
              • The phablet revolution
                • Young consumers think ‘mobile first’
                  • Phablets trigger more smartphone activity
                    • Young consumers more open to personalised ads
                    • Consumer Technology Products – Overview

                      • Household ownership of consumer technology products
                          • Figure 6: Household ownership of consumer technology products, April and June 2015
                        • Personal ownership of consumer technology products
                            • Figure 7: Personal ownership of consumer technology products, April and June 2015
                          • Planned purchase or upgrade of consumer technology products
                            • Uncertain future for the tablet market
                                • Figure 8: Plans to purchase or upgrade consumer technology products (at any point in the future), April and June 2015
                              • Nearly a third of consumers expect to buy a new smartphone in the next year
                                  • Figure 9: Plans to purchase or upgrade consumer technology products, by timescale, June 2015
                              • Consumer Technology Products – Televisions

                                • Ownership
                                    • Figure 10: Household ownership of televisions, by type, April and June 2015
                                    • Figure 11: Household ownership of smart and 3D televisions, January 2012-June 2015
                                  • Plans for purchase or upgrade
                                      • Figure 12: Plans to purchase televisions, by timescale, April and June 2015
                                    • Major sporting events give brands a chance to convert the most engaged
                                        • Figure 13: Plans to purchase televisions in the next 12 months, by gender and age, June 2015
                                    • Consumer Technology Products – Computers

                                      • Ownership
                                          • Figure 14: Household ownership of computers, by type, January 2012-June 2015
                                        • Plans for purchase or upgrade
                                            • Figure 15: Plans to purchase or upgrade computers, by timescale, June 2015
                                          • Multiple form factor ownership on the rise
                                              • Figure 16: Household ownership of computers, by form factor, June 2015
                                            • Tablet screen size
                                                • Figure 17: Ownership of tablets, by screen size, June 2015
                                              • Portability a bigger factor for Millennials
                                                  • Figure 18: Ownership of tablets, by screen size, by generation, June 2015
                                              • Consumer Technology Products – Mobile Phones and Smartwatches

                                                • Ownership of mobile phones
                                                    • Figure 19: Ownership of mobile phones, January 2012-June 2015
                                                    • Figure 20: Ownership of mobile phones and smartwatches, by age, June 2015
                                                  • Ownership of smartwatches
                                                      • Figure 21: Ownership of smartwatches, June 2014-June 2015
                                                    • Plans for purchase or upgrade
                                                        • Figure 22: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, June 2015
                                                      • Smartphone screen size
                                                          • Figure 23: Ownership of smartphones, by screen size, June 2015
                                                        • Phablets cannibalising mini tablet market
                                                            • Figure 24: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
                                                        • Internet Access

                                                          • Devices used to access the internet
                                                            • Nearly half connect with tablets; almost a fifth with smart TVs
                                                              • Figure 25: Devices used to access the internet in the last three months, June 2015, and percentage point change between June 2014 and June 2015
                                                            • Repertoire analysis
                                                              • Figure 26: Repertoire of devices used to access the internet, June 2014 and June 2015
                                                            • Generations apart
                                                              • Figure 27: Repertoire of devices used to access the internet, by generation, June 2015
                                                          • Online Activities

                                                            • Online activities performed
                                                              • On any device
                                                                  • Figure 28: Online activities performed in the past three months, June 2014-June 2015
                                                                • Online activities by device
                                                                  • On a computer
                                                                    • Figure 29: Online activities performed in the past three months on a computer, June 2015
                                                                  • On a tablet
                                                                    • Figure 30: Online activities performed in the past three months on a tablet, June 2015
                                                                  • On a smartphone
                                                                    • Figure 31: Online activities performed in the past three months on a smartphone, June 2015
                                                                  • PC activity cannibalised by mobile
                                                                    • Figure 32: Online activities performed in the past three months, by device, June 2014 and June 2015
                                                                  • Phablets trigger more smartphone activity
                                                                      • Figure 33: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
                                                                  • Attitudes towards Digital Advertising

                                                                    • Privacy concerns are still prominent
                                                                        • Figure 34: Attitudes towards digital advertising, June 2015
                                                                      • Young consumers more open to personalised ads
                                                                        • Figure 35: Attitudes towards personalised advertising, by age, June 2015
                                                                      • Phablet users interested in targeted ads
                                                                          • Figure 36: Attitudes towards digital advertising, by smartphone screen size, June 2015
                                                                      • European Comparisons

                                                                        • Internet access
                                                                          • Figure 37: Devices used to access the internet in the last three months, June/August 2015
                                                                        • Ownership of consumer technology products
                                                                          • Televisions
                                                                            • Figure 38: Household ownership of televisions in France, Germany, Italy, Spain and the UK, June/August 2015
                                                                          • Computers, tablets and e-readers
                                                                            • Figure 39: Household ownership of computers in France, Germany, Italy, Spain and the UK, June/August 2015
                                                                          • Mobile phones and smartwatches
                                                                            • Figure 40: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, June/August 2015
                                                                          • Smartphone screen size
                                                                            • Figure 41: Smartphone screen sizes owned in France, Germany, Italy, Spain and the UK, June/August 2015
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                          • Data sources
                                                                            • Abbreviations

                                                                            Companies Covered

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

                                                                            Digital Trends Autumn - UK - September 2015

                                                                            £1,995.00 (Excl.Tax)