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Digital Trends Summer - UK - July 2016

“Despite many people viewing email as a somewhat outdated means of communication, it is not only the most common means of online communication but also the most likely to be used multiple times per day. It cannot be disputed, though, that other channels such as instant messaging can provide more immediacy and engagement, which is why companies are focusing on developing services in this area.”
– Matt King - Category Director, Technology and Media Research

This report discusses the following key topics:

  • Early indication of a return to growth in the tablet market
  • Smartphone ownership edges up
  • Over-65s showing increased interest but purchase intentions still vague

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

We also look at types and frequency of activities consumers have performed online in the last quarter and analyse the factors that may be influencing ongoing trends in behaviour.

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Table of contents

  1. Overview

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

          • Early indication of a return to growth in the tablet market
            • Figure 1: Household ownership of consumer technology products, December 2015 and April 2016
          • Smartphone ownership edges up
            • Figure 2: Personal ownership of consumer technology products, December 2015 and April 2016
          • Over-65s showing increased interest but purchase intentions still vague
            • Figure 3: Plans to purchase or upgrade consumer technology products, by timescale, April 2016
          • Nearly half of tablet owners have small-screen models
            • Figure 4: Tablet screen size, April 2016
          • Apple’s move into phablet market helps boost large-screen smartphone share
            • Figure 5: Smartphone screen size, April 2016
          • Growing internet access via mobile devices sees PC use scenarios decline
            • Figure 6: Methods used to access the internet in the last three months, June 2013-April 2016
          • Communication, sharing and content creation
            • Figure 7: Frequency of online social & content creation activities, April 2016
          • Entertainment and news
            • Figure 8: Frequency of online news & entertainment activities, April 2016
          • Brand interactions, reviews and comparisons
            • Figure 9: Frequency of online brand or product-related activities, April 2016
          • Retail, finance and information
            • Figure 10: Frequency of online retail, finance and information-related activities, April 2016
          • What we think
          • The Consumer – What You Need to Know

            • Early indication of a return to growth in the tablet market
              • Desktop ownership decline shows signs of abating
                • Nearly half of tablet owners have small-screen models
                  • Smartphone ownership edges up
                    • Over-65s need to be encouraged to firm up smartphone purchase intentions
                      • Screen size a key battleground in the smartphone market
                        • Growing internet access via mobile devices sees PC use scenarios decline
                          • Instant messaging services presenting more of a challenge to email
                            • Four in ten social media users like or follow brands regularly
                              • More than six in ten over-55s manage finances online
                                • Social media key for targeting young families with voucher details
                                • Consumer Technology Products – Overview

                                    • Uptick in tablet penetration suggests return to growth
                                      • Figure 11: Household ownership of consumer technology products, December 2015 and April 2016
                                    • Smartphones break 80% barrier…
                                      • Figure 12: Personal ownership of consumer technology products, December 2015 and April 2016
                                    • …and still top people’s shopping lists
                                      • Figure 13: Plans to purchase or upgrade consumer technology products (at any point in the future), December 2015 and April 2016
                                      • Figure 14: Plans to purchase or upgrade consumer technology products, by timescale, April 2016
                                  • Consumer Technology Products – Televisions

                                    • Ownership
                                      • Smart TVs provide a valuable window into the smart home
                                          • Figure 15: Household ownership of televisions, by type, April 2015-April 2016
                                        • Intention to purchase
                                          • More content set to drive take-up of 4K
                                            • Figure 16: Ownership of and interest in Ultra HD 4K TVs, June 2016
                                          • Betting on sport to boost interest
                                              • Figure 17: Plans to purchase or upgrade televisions, by timescale, April 2016
                                              • Figure 18: Activities likely to be done to shop around for technology products, men aged 25-44 vs all respondents, April 2016
                                            • Companies admit defeat in 3D market
                                            • Consumer Technology Products – Computers

                                              • Ownership
                                                • Tablet market shows early indication of a return to growth
                                                  • Figure 19: Household ownership of computers, January 2012-April 2016
                                                • Intention to purchase
                                                  • Desktop ownership decline shows signs of abating
                                                    • Figure 20: Plans to purchase or upgrade computers, by timescale, April 2016
                                                    • Figure 21: Plans to purchase or upgrade desktop computers, by timescale, by age, April 2016
                                                  • Parents show highest levels of imminent upgrade intentions.
                                                    • Nearly half of tablet owners have small-screen models
                                                      • Figure 22: Tablet screen size, April 2016
                                                  • Consumer Technology Products – Mobile Phones and Smartwatches

                                                    • Ownership
                                                      • Figure 23: Ownership of mobile phones and smartwatches, January 2012-April 2016
                                                    • Over-65s need to be encouraged to firm up purchase intentions
                                                      • Figure 24: Smartphone ownership, by age, November 2014-April 2016
                                                    • Taking a function-first approach
                                                      • Intention to purchase
                                                        • Connectivity is key for kick-starting smartwatch growth
                                                            • Figure 25: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, April 2016
                                                          • Smartphone screen size
                                                            • Phablets gain share as more models come on-stream
                                                                • Figure 26: Smartphone screen size, April 2016
                                                            • Internet Access

                                                                • Figure 27: Devices used to access the internet in the last three months, June 2013-April 2016
                                                            • Online Activities

                                                              • Communication, sharing and content creation
                                                                • Figure 28: Frequency of online social & content creation activities, April 2016
                                                              • Apple, Google and WhatsApp offer more from messaging
                                                                • Figure 29: Google assistant in Allo app, July 2016
                                                              • Entertainment and news
                                                                • Authenticity, immediacy and exclusivity
                                                                  • Figure 30: Frequency of online news & entertainment activities, April 2016
                                                                • Pokémon Go highlights AR potential
                                                                  • Brand interactions, reviews and comparisons
                                                                    • Figure 31: Frequency of online brand or product-related activities, April 2016
                                                                  • Retail, finance and information
                                                                    • Figure 32: Frequency of online retail, finance and information-related activities, April 2016
                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                  • Data sources
                                                                    • Abbreviations

                                                                    Companies Covered

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

                                                                    Digital Trends Summer - UK - July 2016

                                                                    £1,995.00 (Excl.Tax)