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Digital Trends Spring - UK - March 2016

“Digital wallets still struggle to attract mainstream interest, but almost three quarters of those who use the technology do so almost every time they have the opportunity. This suggests that the service can actually offer compelling benefits to users, and that continued usage should naturally pick up if consumers are encouraged to sign up and incentivised to initially use it with dedicated initiatives.”

– Sara Ballaben, Technology Analyst

This report looks at the following areas:

  • Household ownership of consumer technology products
  • Firming up the purchasing decisions of unsure consumers
  • Hybrid laptops and small form factors hold market potential

This Report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops and smartphones), as well as which devices people have used to connect to the internet in the last three months.

We also look at what types of activities consumers have performed online using PCs (laptops or desktops), tablets and smartphones in the last quarter and analyse the factors that may be influencing ongoing trends in behaviour.

This edition of Digital Trends also provides an insight into consumers’ usage of and interest in using digital wallets (eg Apple Pay, Android Pay) and looks at their attitudes towards this mobile payment technology.

Finally, we take a look at how device ownership and methods used to access the internet compare across the five major European countries; France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Household ownership of consumer technology products
            • Figure 1: Household ownership of consumer technology products, September and December 2015
          • Firming up the purchasing decisions of unsure consumers
            • Figure 2: Plans to purchase or upgrade consumer technology products, by timescale, December 2015
          • Hybrid laptops and small form factors hold market potential
            • Figure 3: Ownership of laptop computers, by format, December 2015
            • Figure 4: Ownership of desktop computers, by format, December 2015
          • Digital distribution pushes connection of smart TVs and games consoles
            • Figure 5: Devices used to access the internet in the last three months, November 2014 and December 2015
          • Brand-related mobile experience still poor
            • Figure 6: Brand/product-related online activities performed in the past three months, by device, December 2015
          • Less than a sixth of smartphone users have signed up to a digital wallet
            • Figure 7: Usage of and interest in using digital wallets, December 2015
          • What we think
          • The Consumer – What You Need to Know

            • Smart TVs challenged by streaming devices and set-top boxes
              • Multi-functionality drives device convergence
                • Firming up the purchasing decisions of unsure consumers
                  • Hybrid laptops and small form factors hold market potential
                    • Trade-in programmes and bundles to push smartphones and smartwatches
                      • Digital distribution pushes connection of smart TVs and games consoles
                        • Empowering customers to co-create value
                          • Brand-related mobile experience still poor
                            • Less than a sixth of smartphone users have signed up to a digital wallet
                            • Consumer Technology Products – Overview

                              • Household ownership of consumer technology products
                                  • Figure 8: Household ownership of consumer technology products, September and December 2015
                                • Payment schemes could boost multi-device households
                                  • Figure 9: Repertoire of household ownership of consumer technology products, December 2015
                                • Personal ownership of consumer technology products
                                    • Figure 10: Personal ownership of consumer technology products, September and December 2015
                                  • Multi-functionality drives device convergence
                                      • Figure 11: Personal ownership of consumer technology products, by repertoire of household ownership of consumer technology products, December 2015
                                    • Planned purchase or upgrade of consumer technology products
                                      • Consumers tend to lose interest in technology products after the holiday season
                                        • Figure 12: Plans to purchase or upgrade consumer technology products (at any point in the future), September and December 2015
                                      • Firming up the purchasing decisions of unsure consumers
                                          • Figure 13: Plans to purchase or upgrade consumer technology products, by timescale, December 2015
                                      • Consumer Technology Products – Televisions

                                        • Ownership
                                            • Figure 14: Household ownership of televisions, by type, December 2013-December 2015
                                          • 3DTV mainly appeals to home theatre enthusiasts
                                              • Figure 15: Household ownership of selected consumer technology products, by household ownership of televisions, December 2015
                                            • Plans for purchase or upgrade
                                                • Figure 16: Plans to purchase or upgrade televisions, by timescale, December 2015
                                            • Consumer Technology Products – Computers

                                              • Ownership
                                                  • Figure 17: Household ownership of computers, January 2012-December 2015
                                                • Plans for purchase or upgrade
                                                    • Figure 18: Plans to purchase or upgrade computers, by timescale, December 2015
                                                  • Laptop ownership by form factor
                                                      • Figure 19: Ownership of laptop computers, by format, December 2015
                                                    • Desktop ownership by form factor
                                                        • Figure 20: Ownership of desktop computers, by format, December 2015
                                                    • Consumer Technology Products – Mobile Phones and Smartwatches

                                                      • Ownership of mobile phones
                                                          • Figure 21: Ownership of mobile phones, January 2012-December 2015
                                                        • Ownership of smartwatches
                                                            • Figure 22: Ownership of smartwatches, June 2014-December 2015
                                                          • Plans for purchase or upgrade
                                                              • Figure 23: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, December 2015
                                                          • Internet Access

                                                            • Digital distribution pushes connection of smart TVs and games consoles
                                                              • Figure 24: Devices used to access the internet in the last three months, November 2014 and December 2015
                                                          • Online Activities

                                                            • Are emails becoming outdated?
                                                              • Figure 25: Social online activities performed in the past three months, June and December 2015
                                                              • Figure 26: Social online activities performed in the past three months, by device, December 2015
                                                            • Empowering customers to co-create value
                                                              • Figure 27: Brand/product-related online activities performed in the past three months, June and December 2015
                                                              • Figure 28: Tide’s Twitter campaign with #TheDress, February 2015
                                                            • Brand-related mobile experience still poor
                                                              • Figure 29: Brand/product-related online activities performed in the past three months, by device, December 2015
                                                            • Men more active than women on the internet
                                                              • Figure 30: Other online activities performed in the past three months, June and December 2015
                                                          • Digital Wallets

                                                            • Less than a sixth of smartphone users have signed up to a digital wallet
                                                              • Figure 31: Usage of and interest in using digital wallets, December 2015
                                                            • Most users are frequent users
                                                              • Figure 32: Frequency of usage of digital wallets, December 2015
                                                            • Incentivising consumers to use digital wallets
                                                              • Figure 33: Reasons for not signing up to digital wallets despite being interested in doing so, December 2015
                                                            • Security and reliability the biggest concerns
                                                              • Figure 34: Attitudes towards digital wallets, December 2015
                                                          • European Comparisons

                                                            • Internet access
                                                              • Figure 35: Methods used to access the internet in the last three months in France, Germany, Italy, Spain and the UK, December 2015/January 2016
                                                            • Ownership of consumer technology products
                                                              • Televisions
                                                                • Figure 36: Household ownership of televisions in France, Germany, Italy, Spain and the UK, December 2015/January 2016
                                                              • Computers, tablets and e-readers
                                                                • Figure 37: Household ownership of computers in France, Germany, Italy, Spain and the UK, December 2015/January 2016
                                                              • Mobile phones and smartwatches
                                                                • Figure 38: Personal ownership of mobile phones and smartwatches in France, Germany, Italy, Spain and the UK, December 2015/January 2016
                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Data sources
                                                                • Abbreviations

                                                                Digital Trends Spring - UK - March 2016

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