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Digital Trends Spring - UK - March 2015

“Consumers are becoming more sensitive about their online identity, with high-profile security lapses causing them to question companies’ ability to keep their data safe.

Providing the option of additional security measures such as two-step verification and the installation of security software is one way of addressing these concerns, however consumers will favour the few companies willing to offer them anonymity, or at least increased transparency about how data is used.”
– Paul Davies, Senior Leisure and Technology Analyst

The consumer technology sector has been shown to be the best performer when it comes to creating excitement surrounding new product launches, with a third of consumers saying technology brands build more anticipation than those in other sectors (according to the marketing agency Five by Five). This was demonstrated once again at the end of 2014 with the launch of Apple’s latest iPhone, which achieved record worldwide sales in the last quarter of the year.

While smartphones have continued to excite (and are now owned by 75% of UK consumers), demand for tablets is expected to wane in 2015 as the market begins to mature. A lack of innovation combined with the anticipated revival of the neighbouring laptop market (triggered by the upcoming launch of Windows 10) is likely to curb interest in tablets, putting pressure on manufacturers to replicate the pace of innovation displayed in the smartphone market.

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 and consumers’ purchasing intentions. Next the report looks at changes in online activity and analyses what industry developments are driving these changes. 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Consumer technology products
              • Household ownership of consumer technology products
                • Figure 1: Household ownership of consumer technology products, June and November 2014
              • Personal ownership of consumer technology products
                • Figure 2: Personal ownership of consumer technology products, June and November 2014
              • Planned purchase or upgrade of consumer technology products
                • Figure 3: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014
              • Internet access
                • Devices used to access the internet
                  • Figure 4: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
                • Online activities
                  • On any device
                    • Figure 5: Online activities performed in the past three months, April 2014 – November 2014
                  • Demographic focus: Affluent consumers
                    • High earners enjoy sharing their experiences
                      • Figure 6: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
                    • Online security
                      • Online security and unwanted information-sharing is a major concern
                        • Figure 7: Concerns relating to online data/security, November 2014
                      • More than four fifths of consumers take measures to increase security
                        • Figure 8: Online security services installed/used in the last 12 months, November 2014
                      • European comparisons
                        • Internet access
                          • Figure 9: Devices used to access the internet in the last three months, November 2014/January 2015
                        • Consumer technology products
                          • Figure 10: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, November 2014/January 2015
                        • What we think
                        • Consumer Technology Products – Overview

                          • Key points
                            • Household ownership of consumer technology products
                              • Figure 11: Household ownership of consumer technology products, June and November 2014
                            • Personal ownership of consumer technology products
                              • Figure 12: Personal ownership of consumer technology products, June and November 2014
                            • Why do some ‘specialist’ devices still appeal?
                              • Figure 13: Household ownership of consumer technology products, by generation, November 2014
                            • Demographic focus: Affluent consumers
                              • Cost of new technology still causes a division…
                                • Figure 14: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
                              • … But offers hope to markets under threat
                                • Figure 15: Household/personal ownership of consumer technology products, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
                              • Planned purchase or upgrade of consumer technology products
                                • Figure 16: Plans for purchase or upgrade of consumer technology products in the next three months, June and November 2014
                            • Consumer Technology Products – Televisions

                              • Key points
                                • Ownership trends
                                  • Figure 17: Household ownership of television sets, June and November 2014
                                • Plans for purchase or upgrade
                                  • Figure 18: Plans for purchase or upgrade of television sets in the next three months, June and November 2014
                                • Opportunities to target lower socio-economic groups
                                  • Figure 19: Household ownership of televisions, by socio-economic group, November 2014
                                • Triggering replacement of secondary sets becomes more difficult
                                  • Figure 20: Number of televisions in household, December 2013 and November 2014
                              • Consumer Technology Products – Computers, Tablets and e-readers

                                • Key points
                                  • Ownership trends
                                    • Household ownership patterns
                                      • Figure 21: Household ownership of computers, tablets and e-readers, January 2012 – November 2014
                                    • Personal ownership patterns
                                      • Figure 22: Personal ownership of computers, tablets and e-readers, December 2013 - November 2014
                                    • Plans for purchase or upgrade
                                      • Figure 23: Plans for purchase or upgrade of computers and e-readers in the next three months, June and November 2014
                                    • Will Windows 10 trigger device convergence?
                                      • Figure 24: Household ownership of computers, by form factor, November 2014
                                    • Windows HoloLens may appeal to older men
                                      • Figure 25: Household ownership of desktop and laptop computers, by gender and age, November 2014
                                  • Consumer Technology Products – Mobile Phones

                                    • Key points
                                      • Ownership trends
                                        • Figure 26: Personal ownership of mobile phones, January 2012 - November 2014
                                      • Plans for purchase or upgrade
                                        • Figure 27: Plans for purchase or upgrade of mobile phones in the next three months, June and November 2014
                                      • Only a fifth of mobile users are unable to connect
                                        • Figure 28: Personal ownership of mobile phones, by phone type, November 2014
                                      • Chance for brands to exploit the untapped over-65 market
                                        • Figure 29: Personal ownership of mobile phones, by age, November 2014
                                    • Internet Access

                                      • Key points
                                        • Devices used to access the internet
                                          • Less than half of smart TV owners have recently connected
                                            • Figure 30: Devices used to access the internet in the last three months, November 2014, and percentage-point change between December 2013 and November 2014
                                          • Repertoire analysis
                                            • Figure 31: Repertoire of methods used to access the internet in the last three months, January 2013 and November 2014
                                          • Urban professionals use the most methods
                                            • Figure 32: Repertoire of methods used to access the internet in the last three months, by type of area lived in, November 2014
                                        • Online Activities

                                          • Key points
                                            • Online activities performed
                                              • On any device
                                                • Figure 33: Online activities performed in the past three months, April 2014 – November 2014
                                              • Messaging apps look to cash-in by integrating payment facilities
                                                • Online activities by device
                                                  • On a computer
                                                    • Figure 34: Online activities performed in the past three months on a computer, November 2014
                                                  • On a smartphone
                                                    • Figure 35: Online activities performed in the past three months on a smartphone, November 2014
                                                  • On a tablet
                                                    • Figure 36: Online activities performed in the past three months on a tablet, November 2014
                                                  • Tablets act as ‘laptop substitutes’
                                                    • Figure 37: Proportion of consumers who have used a search engine in the last three months, by device, December 2013 – November 2014
                                                    • Figure 38: Proportion of consumers who have checked the weather in the last three months, by device, December 2013 – November 2014
                                                    • Figure 39: Proportion of consumers who have shopped online in the last three months, by device, December 2013 – November 2014
                                                  • Demographic focus: Affluent consumers
                                                    • High earners enjoy sharing their experiences
                                                      • Figure 40: Online activities done in the last three months, by consumers who describe their financial situation as healthy/OK and have a gross annual household incomes of more than £50,000, November 2014
                                                  • Online Security

                                                    • Key points
                                                      • Online security and unwanted information-sharing is a major concern
                                                        • Figure 41: Concerns relating to online data/security, November 2014
                                                      • More than four fifths of consumers take measures to increase security
                                                        • Figure 42: Online security services installed/used in the last 12 months, November 2014
                                                      • Consumers becoming more reticent to hand over financial data
                                                        • Figure 43: How prepared consumers are to enter credit/debit card details online, 2012 and 2013
                                                      • Opportunity to convert more of the concerned
                                                        • Figure 44: Online security services installed/used in the last 12 months, by concerns relating to online data/security, November 2014
                                                      • Older consumers more likely to take security precautions
                                                        • Figure 45: Online security services installed/used in the last 12 months, by age, November 2014
                                                    • European Comparisons

                                                      • Key points
                                                        • Internet access
                                                          • Devices used to access the internet
                                                            • Figure 46: Devices used to access the internet in the last three months, November 2014/January 2015
                                                          • Ownership of consumer technology products
                                                            • Televisions
                                                              • Figure 47: Household ownership of televisions in France, Germany, Italy, Spain and the UK, November 2014/January 2015
                                                              • Figure 48: Number of televisions in household in France, Germany, Italy, Spain and the UK, November 2014/January 2015
                                                            • Computers and e-readers
                                                              • Figure 49: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, November 2014/January 2015
                                                            • Mobile phones
                                                              • Figure 50: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, November 2014/January 2015

                                                          Companies Covered

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                                                          Digital Trends Spring - UK - March 2015

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