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Digital Trends Spring - UK - March 2010

According to market regulator Ofcom in December 2009, the average cost of broadband has reduced by £9.69 a month compared to the end of 2005. This report’s special focus looks in more detail at why prices have come down and whether the trend for lower prices has encouraged more households to switch between providers to get the best deal.

Further analysis looks at the difference in attitudes between young and old, as well as suggesting ways to sell more premium services to those that are less likely to be interested in getting (more expensive) higher speed connections – in particular women, who were found to be less loyal to internet service providers, and more likely to look for the cheapest deal possible.

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Table of contents

  1. Issues in the Market

    • Focus on internet service providers
      • Research methodology
        • Abbreviations
        • Future Opportunities

          • Mobile apps: wasting time, rather than saving it?
            • How mobiles can boost charitable giving
            • Market in Brief

              • Web 3.0
                • The universal appeal of gadgets
                  • Evolving internet usage habits
                    • Online buying habits over Christmas
                      • Attitudes towards internet service providers
                      • Who’s Innovating?

                        • Internet TV comes of age
                          • Fridges get connected to the web
                            • Nintendo’s DS goes to school
                              • A government homepage for everyone
                              • Internet Penetration

                                • Key points
                                  • Crossing the UK’s digital divide
                                    • Figure 1: British internet penetration, by demographics, April 2008-Jan 2010
                                    • Figure 2: Broadband penetration, by demographics, 2004-09
                                  • The UK gets its first 100 Mbps nationwide network
                                  • Device Ownership Analysis

                                    • Key points
                                      • Will Blu-Ray go mass market in 2010?
                                        • Figure 3: Device ownership summary, Jan 2009-Jan 2010
                                      • Blu-ray 3D launches
                                        • Smartphones set to come of age in 2010
                                          • Satnav manufacturers under threat
                                            • Gadget ownership repertoire
                                              • Figure 4: Repertoire of devices consumers have at home, by demographics, February 2010
                                            • How successful will the iPad be?
                                              • Sony set to launch motion-controlled gaming system
                                                • Video gaming moves into the internet ‘cloud’
                                                • Internet Usage Experiences

                                                  • Key points
                                                    • Apple sells its 10 billionth download
                                                      • Figure 5: Types of activity undertaken on the internet in the last three months, January 2009-10
                                                      • Figure 6: Total unique visitors to selected P2P and torrent indexing sites, by UK internet users, June 2008-January 2010
                                                    • Google versus Bing and Yahoo!
                                                      • Figure 7: Leading search engines used by UK internet users, by total unique visitors, reach, average daily visitors, total visits, average minites per visits and average visits per visitor, January 2010
                                                    • Online catch-up TV goes from strength to strength
                                                      • Figure 8: Total unique visitors to the BBC iPlayer catch up tv site, by UK internet users, June 2008-January 2010
                                                    • Social networking trends outside of Facebook
                                                      • Figure 9: Total unique visitor numbers to Bebo, Twitter, MySpace and LinkedIn, by UK internet users, October 2008-January 2010
                                                    • Can Twitter grow further in 2010?
                                                      • Repertoire of internet usage experiences
                                                        • Figure 10: Repertoire of number of activities done personally on the internet at home in the last three months, by gender age and socio-economic group, January 2010
                                                      • Repertoire of activities versus choice of activities online
                                                        • Figure 11: Activities done personally on the internet at home in the last three months, by repertoire of number of activities done personally on the internet at home in the last three months, January 2010
                                                      • BBC set to scale back online presence
                                                        • Figure 12: Top ten sites visited by UK internet users, by total unique visitors, % reach, average daily visitors, average minutes per visit and average visits per visitor, January 2010
                                                    • Mobile Usage Experiences

                                                      • Key points
                                                        • Streaming versus downloading
                                                          • Figure 13: Sites visited in the last three months using a mobile phone, July 2009-October 2009
                                                        • Impact of smartphones on the market
                                                          • Figure 14: Repertoire of number of sites browsed using mobile phone in the last three months, by demographics, January 2010
                                                        • Costs of accessing the mobile web a barrier
                                                          • Increased mobile security could drive sales
                                                            • Figure 15: Attitudes towards buying goods through mobile phone, November 2009
                                                        • Buying Behaviours

                                                          • Key points
                                                            • Can eBay remain at the top?
                                                              • Figure 16: Type of websites purchased from in the last three months, January 2009-10
                                                              • Figure 17: top ten auction sites by total unique visitors, % reach, average daily visitors, total visits, average minutes per visit and average visits per visitor, by UK internet users, January 2009
                                                              • Figure 18: Total unique visitor numbers to eBay, by UK internet users, October 2008-January 2010
                                                            • The influence of supermarkets online
                                                              • Figure 19: Total unique visitor numbers to leading supermarket websites, by UK internet users, October 2008-January 2010
                                                            • The online shopping capital of Europe
                                                              • An Amazon Christmas
                                                                • Figure 20: Top 20 retail websites, December 2010
                                                              • Will government schemes boost the number of DE shoppers?
                                                                • Figure 21: Repertoire of types of websites purchased from using the internet in the last three months, by demographics, January 2010
                                                              • Not much difference between young and old
                                                              • Attitudes towards Internet Service Providers

                                                                • Key points
                                                                  • Lower broadband costs a feature of the market
                                                                    • Figure 22: Attitudes towards broadband service providers, January 2010
                                                                  • UK consumers increasingly focused on triple play
                                                                    • Less interested in switching to the cheapest deal
                                                                      • Differences by socio-economic grouping
                                                                        • Figure 23: Attitudes towards broadband service providers, by socio-economic group, January 2010
                                                                      • Differences in attitudes by age
                                                                        • Figure 24: Attitudes towards broadband service providers, by age, January 2010
                                                                      • Differences in attitudes by gender
                                                                        • Figure 25: Attitudes towards broadband service providers, by gender, January 2010
                                                                    • Appendix – Internet Penetration

                                                                        • Figure 26: British internet penetration, by demographics, April 2002-January 2004
                                                                        • Figure 27: British internet penetration, by demographics, April 2004-January 2006
                                                                        • Figure 28: British internet penetration, by demographics, April 2006-January 2008
                                                                        • Figure 29: British internet penetration, by demographics, April 2008-January 2010
                                                                        • Figure 30: Broadband penetration, by demographics, 2004-09
                                                                    • Appendix – Device Ownership Analysis

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

                                                                        • Figure 35: Most popular activities personally done on the internet at home, by demographics, January 2010
                                                                        • Figure 36: Next most popular activities personally done on the internet at home, by demographics, January 2010
                                                                        • Figure 37: Other activities personally done on the internet at home, by demographics, January 2010
                                                                        • Figure 38: Least popular activities personally done on the internet at home, by demographics, January 2010
                                                                        • Figure 39: Total unique visitors to selected P2P and torrent indexing sites, June 2008-January 2010
                                                                        • Figure 40: Total unique visitors to selected social networking sites, October 2008-January 2010
                                                                    • Appendix – Mobile Usage Experiences

                                                                        • Figure 41: Most popular types of site used when browsing on mobile phone in the last three months, by demographics, January 2010
                                                                        • Figure 42: Next most popular types of site used when browsing on mobile phone in the last three months, by demographics, January 2010
                                                                    • Appendix – Buying Behaviours

                                                                        • Figure 43: Most popular types of website purchased from on the internet in the last three months, by demographics, January 2010
                                                                        • Figure 44: Next most popular types of website purchased from on the internet in the last three months, by demographics, January 2010
                                                                        • Figure 45: Other types of website purchased from on the internet in the last three months, by demographics, January 2010
                                                                        • Figure 46: Least popular types of website purchased from on the internet in the last three months, by demographics, January 2010
                                                                        • Figure 47: Total unique visitor numbers to eBay, June 2008-January 2010
                                                                        • Figure 48: Total unique visitor numbers to selected online supermarkets, June 2008-January 2010
                                                                    • Appendix – Attitudes Towards Internet Service Providers

                                                                        • Figure 49: Most popular attitudes towards internet service providers, by demographics, January 2010
                                                                        • Figure 50: Next most popular attitudes towards internet service providers, by demographics, January 2010

                                                                    Companies Covered

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                                                                    Digital Trends Spring - UK - March 2010

                                                                    £1,695.00 (Excl.Tax)