Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Digital Trends Spring - UK - March 2014

“Facebook’s purchase of WhatsApp is the latest example of a brand intending to acquire users now, before making money from them later. Companies are desperate to tie consumers into their eco-system, but at some point they will have to decide whether to start charging more for services, or whether to introduce advertising. The effectiveness of personalised advertising suggests there may be room for a third option. Brands could offer those willing to share their details a discounted subscription rate in return for displaying fewer, but more relevant ads – something that could suit all parties.”

– Paul Davies, Senior Leisure and Technology Analyst

This report examines the trends in consumer technology and digital media in the UK, looking at changes in device ownership over the past three months, consumers’ purchasing intentions and changes in online activity and analyses what industry developments are driving these changes.

It looks at digital advertising, investigating which forms of online adverts consumers are most likely to notice, click on and buy from, and examines consumers’ attitudes towards digital advertising.

The report also investigates online and mobile shopping habits over the past 12 months, looking at what types of product consumers have bought using different devices, and what may be influencing this choice of device.

Digital Trends provides top-level comparisons of technology ownership and participation in online activities in the UK against that of consumers in France, Germany, Italy and Spain.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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, September and December 2013
              • Planned purchase or upgrade of consumer technology products
                • Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, December 2013
              • Televisions
                • Smart gathers momentum as 3D plateaus
                  • Figure 3: Household ownership of television sets, by television type, January 2012-December 2013
                • Computers and e-readers
                  • Ownership patterns
                    • Figure 4: Household ownership of computers and e-readers, January 2012-December 2013
                  • Internet access
                    • Devices used to access the internet
                      • Figure 5: Devices used to access the internet, December 2013, and percentage point change between January and December 2013
                    • Online activities
                      • On any device
                        • Figure 6: Online activities performed in the past three months, December 2013
                      • Digital advertising
                        • Figure 7: Digital advertising seen and clicked on within the past three months, December 2013
                      • Targeted ads do not have to ‘cross the line’
                        • Figure 8: Attitudes towards digital advertising, December 2013
                      • Online and mobile purchasing
                        • Around a third of consumers have purchased using a smartphone…
                          • Figure 9: Online purchases made in the past 12 months, by device, December 2013
                        • …but only half of smartphone owners shop using this device
                          • Figure 10: Proportion of people who have made online purchases using computers, tablets or smartphones in the past 12 months, December 2013
                        • Attitudes towards mobile and tablet shopping
                          • Figure 11: Attitudes towards online and mobile purchasing, December 2013
                        • European comparisons
                          • Ownership of consumer technology products
                            • Figure 12: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, December 2013/February 2014
                          • Computers and e-readers
                            • Figure 13: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, December 2013/February 2014
                          • What we think
                          • Consumer Technology Products – Overview

                            • Key points
                              • Ownership of consumer technology products
                                  • Figure 14: Household/personal ownership of consumer technology products, September and December 2013
                                • Planned purchase or upgrade of consumer technology products
                                  • Figure 15: Plans for purchase or upgrade of consumer technology products in the next three months, December 2013
                                  • Figure 16: Proportion of consumers who are planning on buying consumer technology products in the next three months, September and December 2013
                              • Consumer Technology Products – Televisions

                                • Key points
                                  • Ownership
                                    • Figure 17: Household ownership of television sets, September and December 2013
                                  • Plans for purchase or upgrade
                                    • Figure 18: Plans for purchase or upgrade of television sets in the next three months, September and December 2013
                                  • Smart gathers momentum as 3D plateaus
                                    • Figure 19: Household ownership of television sets, by television type, January 2012-December 2013
                                    • Figure 20: Proportion of large-screen TVs (32” and above) on the Currys website that feature smart technology, February 2013-February 2014
                                  • Demographic breakdown – by gender
                                    • Men still the most likely to have upgraded to the latest TV types
                                      • Figure 21: Household ownership of televisions, by gender, December 2013
                                    • Gaining access to new features is the motivation for men
                                      • Figure 22: Plans to purchase any television in the next three months, by gender, December 2013
                                    • Demographic breakdown – by age
                                      • Almost a third of 16-34s have access to a smart TV
                                        • Figure 23: Household ownership of televisions, by age, December 2013
                                      • TV market most reliant on the ‘streaming generation’
                                        • Figure 24: Plans to purchase any television in the next three months, by age, December 2013
                                      • Stable TV numbers hide the impact of tablet viewing
                                        • Figure 25: Number of televisions in household, September and December 2013
                                    • Consumer Technology Products – Computers, Tablets and e-readers

                                      • Key points
                                        • Ownership patterns
                                          • Figure 26: Household ownership of computers and e-readers, January 2012-December 2013
                                        • Plans for purchase or upgrade
                                          • Figure 27: Plans for purchase or upgrade of computers and e-readers in the next three months, September and December 2013
                                        • Tablets not fully responsible for sluggish PC sales
                                          • Consumers now have different devices for different needs…
                                            • Figure 28: Household ownership of computers, by form factor, December 2013
                                          • …whilst brands launch devices for different people
                                              • Figure 29: Samsung Galaxy Tab 3 Kids, launched November 2013
                                            • Demographic breakdown – by gender
                                              • Two thirds of men still have access to a desktop PC
                                                • Figure 30: Household ownership of computers and e-readers, by gender, December 2013
                                              • Desktops still have an audience thanks to male-dominated gaming industry
                                                • Figure 31: Plans for purchase or upgrade of computers and e-readers in the next three months, by gender, December 2013
                                              • Demographic breakdown – by age
                                                • Over half of 16-34-year-olds now have access to a tablet
                                                  • Figure 32: Household ownership of computers and e-readers, by age, December 2013
                                                • Tablets on the way to becoming the most wanted form factor by all ages
                                                  • Figure 33: Plans for purchase or upgrade of computers and e-readers in the next three months, by age, December 2013
                                              • Consumer Technology Products – Mobile Phones

                                                • Key points
                                                  • Ownership patterns
                                                    • Figure 34: Personal ownership of mobile phones, January 2012-December 2013
                                                  • Plans for purchase or upgrade
                                                    • Figure 35: Plans for purchase or upgrade of mobile phones in the next three months, September and December 2013
                                                  • Smartphone owners start to ditch basic secondary handsets
                                                    • Figure 36: Personal ownership of mobile phones, by phone type, December 2013
                                                  • Smartphones lessening the need for specialist devices
                                                      • Figure 37: Samsung Smartphone GamePad, launched December 2013
                                                      • Figure 38: Xperia Z tablet with detachable camera lens accessory, launched 2013
                                                      • Figure 39: Garmin Head-Up Display windshield projector, launched summer 2013
                                                    • Demographic breakdown – by gender
                                                      • Almost three fifths of men now own a smartphone
                                                        • Figure 40: Personal ownership of mobile phones, by gender, December 2013
                                                      • A fifth of men actively looking to upgrade within the next three months
                                                        • Figure 41: Plans for purchase or upgrade of mobile phones in the next three months, by gender, December 2013
                                                      • Demographic breakdown – by age
                                                        • Over-55s resist smartphones as more hang on to basic handsets
                                                          • Figure 42: Personal ownership of mobile phones, by age, December 2013
                                                        • Price of smartphones gives late adopters little reason not to upgrade when the time comes
                                                          • Figure 43: Plans for purchase or upgrade of mobile phones in the next three months, by age, December 2013
                                                          • Figure 44: Yota smartphone with e-ink and LCD screens, launched 2013
                                                      • Internet Access

                                                        • Key points
                                                          • Devices used to access the internet
                                                            • Popularity of on-demand starts to be realised on the TV itself
                                                              • Figure 45: Devices used to access the internet, December 2013, and percentage point change between January and December 2013
                                                          • Online Activities

                                                            • Key points
                                                              • Online activities performed
                                                                • On any device
                                                                  • Figure 46: Online activities performed in the past three months, December 2013
                                                                • On a computer
                                                                  • Figure 47: Online activities performed in the past three months on a computer, December 2013
                                                                • On a smartphone
                                                                  • Figure 48: Online activities performed in the past three months on a smartphone, December 2013
                                                                • On a tablet
                                                                  • Figure 49: Online activities performed in the past three months on a tablet, December 2013
                                                                • Social and sharing activities
                                                                  • Variations by device
                                                                    • Figure 50: Social and sharing online activities performed in the past three months, by device, December 2013
                                                                  • Variations by gender
                                                                    • Figure 51: Social and sharing online activities performed in the past three months, by gender, December 2013
                                                                    • Figure 52: Examples of Facebook ads, 2013
                                                                  • Variations by age
                                                                    • Figure 53: Social and sharing online activities performed in the past three months, by age, December 2013
                                                                  • The quest for information
                                                                    • Variations by device
                                                                      • Figure 54: Information-finding activities performed online in the past three months, by device, December 2013
                                                                    • Variations by gender
                                                                      • Figure 55: Information-finding activities performed online in the past three months, by gender, December 2013
                                                                    • Variations by age
                                                                      • Figure 56: Information-finding activities performed online in the past three months, by age, December 2013
                                                                    • Online shopping
                                                                      • Variations by device
                                                                        • Figure 57: Online shopping activities performed in the past three months, by device, December 2013
                                                                        • Figure 58: Smartphone ownership and the proportion of all consumers who have shopped via smartphones, July 2012-December 2013
                                                                      • Variations by gender
                                                                        • Figure 59: Online shopping activities performed in the past three months, by gender, December 2013
                                                                      • Variations by age
                                                                        • Figure 60: Online shopping activities performed in the past three months, by age, December 2013
                                                                      • Online entertainment
                                                                        • Variations by device
                                                                          • Figure 61: Online entertainment activities performed in the past three months, by device, December 2013
                                                                        • Variations by gender
                                                                          • Figure 62: Online entertainment activities performed in the past three months, by gender, December 2013
                                                                        • Variations by age
                                                                          • Figure 63: Online entertainment activities performed in the past three months, by age, December 2013
                                                                      • Digital Advertising

                                                                        • Key points
                                                                          • Digital advertising engages over two fifths of internet users
                                                                            • Figure 64: Digital advertising seen and clicked on within the past three months, December 2013
                                                                          • Email adverts still top the conversion chart
                                                                            • Figure 65: Proportion of people who have clicked on each type of advert after seeing it, September and December 2013
                                                                          • Though they may buy using PCs, mobile and tablet users are most engaged by ads
                                                                            • Figure 66: Proportion of smartphone and tablet users who have seen, clicked on and bought from any digital advert in the past three months, December 2013
                                                                          • Native advertising may be boosting social media
                                                                            • Figure 67: Digital advertising bought from within the past three months, September and December 2013
                                                                          • Young men are more likely to buy from ads, though email converts more women
                                                                            • Figure 68: Proportion of people who have bought from any type of advert after clicking on ads in the past three months, by gender and age, December 2013
                                                                          • Attitudes towards digital advertising
                                                                            • Targeted ads do not have to ‘cross the line’
                                                                              • Figure 69: Attitudes towards digital advertising, December 2013
                                                                            • Profile-based ads are more likely to engage men
                                                                              • Figure 70: Agreement with statements about digital advertising, by gender, December 2013
                                                                            • Mobile purchasers more open to personalised ads, giving opportunity for geo-location targeting
                                                                              • Figure 71: Agreement with statements about digital advertising, by people who have purchased goods or services via computers, tablets and smartphones in the past 12 months, December 2013
                                                                          • Online and Mobile Purchasing

                                                                            • Key points
                                                                              • Around a third of consumers have purchased using a smartphone…
                                                                                • Figure 72: Online purchases made in the past 12 months, by device, December 2013
                                                                              • …but this only accounts for half of all device owners
                                                                                • Figure 73: Proportion of people who have made online purchases using computers, tablets or smartphones in the past 12 months, December 2013
                                                                              • PCs still the device of choice for buying more expensive items
                                                                                • Figure 74: Online purchases made in the past 12 months, by device owners, December 2013
                                                                              • Even over-55s who have acquired mobile devices are reluctant to shop with them
                                                                                • Figure 75: Proportion of people who have made online purchases using that device in the past 12 months, by device owners, by age, December 2013
                                                                              • Attitudes towards mobile and tablet shopping
                                                                                • Security and screen size are still prime concerns for smartphone owners
                                                                                  • Figure 76: Attitudes towards online and mobile purchasing, December 2013
                                                                                • Tablet shopping also restricted by security concerns, but boosted by in-home activity
                                                                                  • Hybrid tablets likely to boost ‘mobile’ shopping by older consumers…
                                                                                    • Figure 77: Attitudes towards online and mobile purchasing, by age, December 2013
                                                                                  • …but smartphones can play a vital role in the young consumer’s shopping journey
                                                                                    • Figure 78: Attitudes towards online and mobile purchasing, by age, December 2013
                                                                                • European Comparisons

                                                                                  • Ownership of consumer technology products
                                                                                    • Figure 79: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, December 2013/February 2014
                                                                                  • Computers and e-readers
                                                                                    • Figure 80: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, December 2013/February 2014
                                                                                  • Mobile phones
                                                                                    • Figure 81: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, December 2013/February 2014
                                                                                  • Online activities
                                                                                    • Online activities in France
                                                                                      • Figure 82: Online activities performed in the past three months in France, February 2014
                                                                                    • Online activities in Germany
                                                                                      • Figure 83: Online activities performed in the past three months in Germany, February 2014
                                                                                    • Online activities in Italy
                                                                                      • Figure 84: Online activities performed in the past three months in Italy, February 2014
                                                                                    • Online activities in Spain
                                                                                      • Figure 85: Online activities performed in the past three months in Spain, February 2014
                                                                                  • Appendix – Consumer Technology Products

                                                                                        • Figure 86: Technology products in household, December 2013
                                                                                        • Figure 87: Technology products in household, by demographics, December 2013
                                                                                        • Figure 88: Technology products have in household, by demographics, December 2013 (continued)
                                                                                        • Figure 89: Technology products have in household, by demographics, December 2013 (continued)
                                                                                        • Figure 90: Technology products personally owned, December 2013
                                                                                        • Figure 91: Technology products personally owned, by demographics, December 2013
                                                                                        • Figure 92: Technology products personally owned, by demographics, December 2013 (continued)
                                                                                        • Figure 93: Technology products in household, by technology products in household, December 2013
                                                                                        • Figure 94: Technology products in household, by technology products in household, December 2013 (continued)
                                                                                        • Figure 95: Technology products in household, by technology products in household, December 2013 (continued)
                                                                                        • Figure 96: Technology products personally owned, by technology products in household, December 2013 (continued)
                                                                                        • Figure 97: Technology products personally owned, by technology products in household, December 2013 (continued)
                                                                                        • Figure 98: Technology products personally owned, by technology products in household, December 2013 (continued)
                                                                                        • Figure 99: Technology products personally owned, by technology products personally owned, December 2013
                                                                                        • Figure 100: Technology products plan to buy/upgrade in the next three months, December 2013
                                                                                        • Figure 101: Technology products plan to buy/upgrade in the next three months – Any computer, by demographics, December 2013
                                                                                        • Figure 102: Technology products plan to buy/upgrade in the next three months – Smartphone, by demographics, December 2013
                                                                                        • Figure 103: Technology products plan to buy/upgrade in the next three months – Static games console, by demographics, December 2013
                                                                                        • Figure 104: Technology products plan to buy/upgrade in the next three months – Tablet computer, by demographics, December 2013
                                                                                        • Figure 105: Technology products plan to buy/upgrade in the next three months – Any television, by demographics, December 2013
                                                                                        • Figure 106: Technology products plan to buy/upgrade in the next three months – Laptop/netbook computer, by demographics, December 2013
                                                                                        • Figure 107: Technology products plan to buy/upgrade in the next three months – Streaming media device/smart set-top box, by demographics, December 2013
                                                                                        • Figure 108: Technology products plan to buy/upgrade in the next three months – Portable games console, by demographics, December 2013
                                                                                        • Figure 109: Technology products plan to buy/upgrade in the next three months – e-reader, by demographics, December 2013
                                                                                        • Figure 110: Technology products plan to buy/upgrade in the next three months – Portable media player, by demographics, December 2013
                                                                                        • Figure 111: Technology products plan to buy/upgrade in the next three months – Internet-enabled TV, by demographics, December 2013
                                                                                        • Figure 112: Technology products plan to buy/upgrade in the next three months – Desktop computer, by demographics, December 2013
                                                                                        • Figure 113: Technology products plan to buy/upgrade in the next three months – 3DTV, by demographics, December 2013
                                                                                        • Figure 114: Technology products plan to buy/upgrade in the next three months – Digital or video camera, by demographics, December 2013
                                                                                        • Figure 115: Technology products plan to buy/upgrade in the next three months – High-definition (HD) TV, by demographics, December 2013
                                                                                        • Figure 116: Technology products plan to buy/upgrade in the next three months – Satellite navigation/GPS device, by demographics, December 2013
                                                                                        • Figure 117: Technology products plan to buy/upgrade in the next three months – Blu-ray player, by demographics, December 2013
                                                                                        • Figure 118: Technology products plan to buy/upgrade in the next three months – DVD player, by demographics, December 2013
                                                                                        • Figure 119: Technology products plan to buy/upgrade in the next three months – Surround sound/home cinema system, by demographics, December 2013
                                                                                        • Figure 120: Technology products plan to buy/upgrade in the next three months – Basic mobile phone, by demographics, December 2013
                                                                                        • Figure 121: Technology products personally owned, by technology products personally owned, December 2013 (continued)
                                                                                        • Figure 122: Number of televisions in household, December 2013
                                                                                        • Figure 123: Number of televisions in household, by demographics, December 2013
                                                                                        • Figure 124: Number of televisions in household, by technology products in household, December 2013
                                                                                        • Figure 125: Number of televisions in household, by technology products in household, December 2013 (continued)
                                                                                        • Figure 126: Number of televisions in household, by technology products in household, December 2013 (continued)
                                                                                    • Appendix – Internet Access

                                                                                        • Figure 127: Internet access, by device, December 2013
                                                                                        • Figure 128: Internet access, by device, by demographics, December 2013
                                                                                        • Figure 129: Internet access, by device, by demographics, December 2013 (continued)
                                                                                        • Figure 130: Internet access, by device, by internet access, by device, December 2013
                                                                                    • Appendix – Online Activities

                                                                                        • Figure 131: Online activities done in the last three months, December 2013
                                                                                        • Figure 132: Online activities done on a tablet in the last three months, December 2013
                                                                                        • Figure 133: Online activities done on a smartphone in the last three months, December 2013
                                                                                        • Figure 134: Online activities done in the last three months – On any device, by demographics, December 2013
                                                                                        • Figure 135: Online activities done in the last three months – On any device, by demographics, December 2013 (continued)
                                                                                        • Figure 136: Online activities done in the last three months – On any device, by demographics, December 2013 (continued)
                                                                                        • Figure 137: Online activities done in the last three months – On any device, by demographics, December 2013 (continued)
                                                                                        • Figure 138: Online activities done in the last three months – On any device, by demographics, December 2013 (continued)
                                                                                        • Figure 139: Online activities done in the last three months – On a computer, by demographics, December 2013
                                                                                        • Figure 140: Online activities done in the last three months – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 141: Online activities done in the last three months – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 142: Online activities done in the last three months – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 143: Online activities done in the last three months – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 144: Online activities done in the last three months – On a tablet, by demographics, December 2013
                                                                                        • Figure 145: Online activities done in the last three months – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 146: Online activities done in the last three months – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 147: Online activities done in the last three months – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 148: Online activities done in the last three months – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 149: Online activities done in the last three months – On a smartphone, by demographics, December 2013
                                                                                        • Figure 150: Online activities done in the last three months – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 151: Online activities done in the last three months – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 152: Online activities done in the last three months – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 153: Online activities done in the last three months – On a smartphone, by demographics, December 2013 (continued)
                                                                                    • Appendix – Digital Advertising

                                                                                        • Figure 154: Digital advertising seen and clicked on within the past 3 months, December 2013
                                                                                        • Figure 155: Digital advertising seen and clicked on within the past 3 months – Any type of advert, by demographics, December 2013
                                                                                        • Figure 156: Digital advertising seen and clicked on within the past 3 months – Online advert, by demographics, December 2013
                                                                                        • Figure 157: Digital advertising seen and clicked on within the past 3 months – Sponsored link on a search engine, by demographics, December 2013
                                                                                        • Figure 158: Digital advertising seen and clicked on within the past 3 months – Video advert/commercial, by demographics, December 2013
                                                                                        • Figure 159: Digital advertising seen and clicked on within the past 3 months – Advert on a social media site, by demographics, December 2013
                                                                                        • Figure 160: Digital advertising seen and clicked on within the past 3 months – Advert based on my browsing history, by demographics, December 2013
                                                                                        • Figure 161: Digital advertising seen and clicked on within the past 3 months – Advert or promotion within an email, by demographics, December 2013
                                                                                        • Figure 162: Digital advertising seen and clicked on within the past 3 months – Advert within a game, by demographics, December 2013
                                                                                        • Figure 163: Digital advertising seen and clicked on within the past 3 months – In-app advert, by demographics, December 2013
                                                                                        • Figure 164: Digital advertising bought from within the past 3 months, December 2013
                                                                                        • Figure 165: Digital advertising bought from within the past 3 months, by demographics, December 2013
                                                                                        • Figure 166: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 167: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 168: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 169: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 170: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 171: Digital advertising bought from within the past 3 months, by demographics, December 2013 (continued)
                                                                                        • Figure 172: Attitudes towards digital advertising, December 2013
                                                                                        • Figure 173: Agreement with the statement ‘I find online advertising annoying’, by demographics, December 2013
                                                                                        • Figure 174: Agreement with the statement ‘I find online advertising intrusive’, by demographics, December 2013
                                                                                        • Figure 175: Agreement with the statement ‘Advertising that is based on my browsing history makes me feel uncomfortable’, by demographics, December 2013
                                                                                        • Figure 176: Agreement with the statement ‘I wouldn’t mind watching an advert or promotional video that can be skipped after a few seconds’, by demographics, December 2013
                                                                                        • Figure 177: Agreement with the statement ‘I would rather see online advertising than pay for advertising-free apps and online services’, by demographics, December 2013
                                                                                        • Figure 178: Agreement with the statement ‘I like online advertising that is humorous’, by demographics, December 2013
                                                                                        • Figure 179: Agreement with the statement ‘I like online advertising that is related to my personal interests’, by demographics, December 2013
                                                                                        • Figure 180: Agreement with the statement ‘If I really liked an online advert or promotional video, I would share it with my friends’, by demographics, December 2013
                                                                                        • Figure 181: Agreement with the statement ‘I am happy for companies to use my data to make online advertising more relevant’, by demographics, December 2013
                                                                                        • Figure 182: Agreement with the statement ‘I would be willing to pay for advertising-free apps and online services’, by demographics, December 2013
                                                                                        • Figure 183: Digital advertising seen and clicked on within the past 3 months, by attitudes towards digital advertising – Agree, December 2013
                                                                                        • Figure 184: Digital advertising seen and clicked on within the past 3 months, by attitudes towards digital advertising – Agree, December 2013 (continued)
                                                                                        • Figure 185: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Any type of advert, December 2013
                                                                                        • Figure 186: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Online advert, December 2013
                                                                                        • Figure 187: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Video advert/commercial, December 2013
                                                                                        • Figure 188: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Sponsored link on a search engine, December 2013
                                                                                        • Figure 189: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Advert on a social media site, December 2013
                                                                                        • Figure 190: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Advert based on my browsing history, December 2013
                                                                                        • Figure 191: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Advert within a game, December 2013
                                                                                        • Figure 192: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – Advert or promotion within an email, December 2013
                                                                                        • Figure 193: Attitudes towards digital advertising, by digital advertising seen and clicked on within the past 3 months – In-app advert, December 2013
                                                                                        • Figure 194: Attitudes towards digital advertising, by digital advertising bought from within the past 3 months, December 2013
                                                                                    • Appendix – Online and Mobile Purchasing

                                                                                        • Figure 195: Online purchases made in the past 12 months, by device, December 2013
                                                                                        • Figure 196: Online purchases made in the past 12 months by tablet, December 2013
                                                                                        • Figure 197: Online purchases made in the past 12 months by smartphone, December 2013
                                                                                        • Figure 198: Online purchases made in the past 12 months, by device – On a computer, by demographics, December 2013
                                                                                        • Figure 199: Online purchases made in the past 12 months, by device – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 200: Online purchases made in the past 12 months, by device – On a computer, by demographics, December 2013 (continued)
                                                                                        • Figure 201: Online purchases made in the past 12 months, by device – On a tablet, by demographics, December 2013
                                                                                        • Figure 202: Online purchases made in the past 12 months, by device – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 203: Online purchases made in the past 12 months, by device – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 204: Online purchases made in the past 12 months, by device – On a smartphone, by demographics, December 2013
                                                                                        • Figure 205: Online purchases made in the past 12 months, by device – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 206: Online purchases made in the past 12 months, by device – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 207: Online purchases made in the past 12 months by tablet owners – On a tablet, by demographics, December 2013
                                                                                        • Figure 208: Online purchases made in the past 12 months by tablet owners – On a tablet, by demographics, December 2013 (continued)
                                                                                        • Figure 209: Online purchases made in the past 12 months by tablet owners – On a tablet, by demographics, December 2013
                                                                                        • Figure 210: Online purchases made in the past 12 months by smartphone users – On a smartphone, by demographics, December 2013
                                                                                        • Figure 211: Online purchases made in the past 12 months by smartphone users – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 212: Online purchases made in the past 12 months by smartphone users – On a smartphone, by demographics, December 2013 (continued)
                                                                                        • Figure 213: Attitudes towards online and mobile purchasing, December 2013
                                                                                        • Figure 214: Attitudes towards online and mobile purchasing, by demographics, December 2013
                                                                                        • Figure 215: Attitudes towards online and mobile purchasing, by demographics, December 2013 (continued)
                                                                                        • Figure 216: Online purchases made in the past 12 months on computers, by attitudes towards online and mobile purchasing, December 2013
                                                                                        • Figure 217: Online purchases made in the past 12 months on computers, by attitudes towards online and mobile purchasing, December 2013 (continued)
                                                                                        • Figure 218: Online purchases made in the past 12 months on tablets, by attitudes towards online and mobile purchasing, December 2013
                                                                                        • Figure 219: Online purchases made in the past 12 months on tablets, by attitudes towards online and mobile purchasing, December 2013
                                                                                        • Figure 220: Online purchases made in the past 12 months on smartphones, by attitudes towards online and mobile purchasing, December 2013
                                                                                        • Figure 221: Online purchases made in the past 12 months on smartphones, by attitudes towards online and mobile purchasing, December 2013
                                                                                    • Appendix – European Comparisons

                                                                                        • Figure 222: Technology products in household, February 2014
                                                                                        • Figure 223: Technology products in household, by demographics, February 2014
                                                                                        • Figure 224: Technology products in household, by demographics, February 2014 (continued)
                                                                                        • Figure 225: Technology products in household, by demographics, February 2014 (continued)
                                                                                        • Figure 226: Technology products in household, by demographics, France, February 2014
                                                                                        • Figure 227: Technology products in household, by demographics, France, February 2014 (continued)
                                                                                        • Figure 228: Technology products in household, by demographics, France, February 2014 (continued)
                                                                                        • Figure 229: Technology products in household, by demographics, Germany, February 2014
                                                                                        • Figure 230: Technology products in household, by demographics, Germany, February 2014 (continued)
                                                                                        • Figure 231: Technology products in household, by demographics, Germany, February 2014 (continued)
                                                                                        • Figure 232: Technology products in household, by demographics, Italy, February 2014
                                                                                        • Figure 233: Technology products in household, by demographics, Italy, February 2014 (continued)
                                                                                        • Figure 234: Technology products in household, by demographics, Italy, February 2014 (continued)
                                                                                        • Figure 235: Technology products in household, by demographics, Spain, February 2014
                                                                                        • Figure 236: Technology products in household, by demographics, Spain, February 2014 (continued)
                                                                                        • Figure 237: Technology products in household, by demographics, Spain, February 2014 (continued)

                                                                                    Companies Covered

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

                                                                                    Digital Trends Spring - UK - March 2014

                                                                                    £1,995.00 (Excl.Tax)