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Digital Trends Summer - UK - June 2010

As the UK moves back towards economic recovery after the downturn, Mintel looks at how the online marketplace is changing, analysing the sites UK internet users browse and use to shop. In many ways, this is likely to be invigorated by the new ‘must have’ gadgets that have recently launched on the market, including Apple’s iPad and iPhone 4G. This report will assess the potential demand for these more advanced, but expensive gadgets, and evaluate how these will affect the way internet users surf and shop on the move.

  • PS3 and Xbox 360 ownership has stagnated, standing at 11% and 19% respectively. However, both are expected to launch motion control systems (Move and Kinect) in the run-up to Christmas 2010, which will boost ownership.
  • The range of gadgets owned directly influencing the likelihood of internet users doing everything from streaming video to banking online. This is partly because the heaviest gadget owners are more likely to be younger (29% of 15-24-year-olds own ten or more devices).
  • The Apple iPhone 4G is likely to have a halo effect on consumer demand for smartphones, ownership of which currently stands at 25% of internet users. An additional benefit is that it will force rivals to cut prices and innovate faster.
  • The most technologically sophisticated segment of internet users – the young – were the least likely to have shopped from eight or more sites in the last three months. This is partly due to increasing penetration of broadband access amongst older consumers.
  • Auction sites are dominated by eBay, which attracted 22.7 million unique internet users in April 2010. However, new social shopping initiatives, such as Shoply, could provide a viable alternative, leveraging the high amounts of traffic on sites such as Facebook.
  • Research for this quarter showed that ownership of HD-ready televisions has not increased compared to the previous quarter (currently 53% of internet users). This comes despite the World Cup, which has traditionally been seen as a boost for new TV sales.

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Table of contents

  1. Issues in the Market

      • Research methodology
        • Abbreviations
        • Future Opportunities

          • Spending more time online
            • The mental impact of web use
              • The internet as an addiction
                • An increasing desire to switch off
                • Market in Brief

                  • Apple everywhere – but the real impact will be a cultural one
                    • Potential winners and losers elsewhere in the market
                      • Impact of gadgets on internet usage activities
                        • Who are the most active shoppers online?
                        • Who’s Innovating?

                          • Key points
                            • Using social plugins to shop online
                              • Greater competition in the mobile payments sector
                                • Google gets secure and updates its search algorithms
                                  • Figure 1: Unique internet users accessing leading search engines, June 2009-April 2010
                                • Diaspora takes advantage of increased concerns around Facebook
                                  • The evolution of the iPhone as a heart rate monitor
                                    • Nintendo reveals 3D gaming ambitions
                                    • Broadband Penetration

                                      • Key points
                                        • Majority of UK adults have access to broadband
                                          • Figure 2: Broadband penetration, by demographics, 2004-09
                                        • Cost isn’t the only factor encouraging uptake
                                          • Penetration doesn’t favour the old or poor
                                            • Poor speeds in rural areas, although government plans are afoot
                                            • Device Ownership Analysis

                                              • Key points
                                                  • Figure 3: Device ownership summary, April 2009-10
                                                • Encouraging wider ownership of smartphones
                                                  • Figure 4: Smartphone ownership, by age, socio-economic group and lifestage, January-April 2010
                                                • Using the World Cup to sell HD-ready TVs
                                                  • Growing console ownership predicted for 2010
                                                    • Figure 5: Console ownership, by gender, age and lifestage, April 2010
                                                  • Who are the heaviest gadget users?
                                                    • Figure 6: Repertoire of electronic gadgets have at home, by selected demographics, April 2010
                                                  • Ownership of gadgets versus technological sophistication
                                                    • Figure 7: Statements on latest gadgets coming to market, by repertoire of electronic gadgets have at home, April 2010
                                                  • Attitudes towards technical problems
                                                    • Figure 8: Attitudes towards technical problems that arise when using a PC, January 2010
                                                • Internet Usage Experiences

                                                  • Key points
                                                    • The increasing popularity of online video
                                                      • Figure 9: Types of activity undertaken on the internet in the last three months, April 2009-April 2010
                                                    • Internet video versus traditional TV
                                                      • Top social networking sites
                                                        • Figure 10: Usage of social network sites in the last three months, by gender and age, January-April 2010
                                                        • Figure 11: Top ten social networking sites, April 2010
                                                      • Top online gaming sites
                                                        • Figure 12: Top ten online gaming sites, April 2010
                                                      • Who are the most active online?
                                                        • Figure 13: Repertoire of types of activities personally done on the internet at home in the last three months, by selected demographics, April 2010
                                                      • Usage of gadgets versus web activities
                                                        • Figure 14: Types of activities personally done on the internet at home in the last three months, by repertoire of electronic gadgets have at home, April 2010
                                                      • Internet activities versus attitudes towards searching the web for information
                                                        • Figure 15: Statements on searching the web for information, by repertoire of types of activities personally done on the internet at home in the last three months, April 2010
                                                      • Which online mapping services are the most popular?
                                                        • Figure 16: Top ten mapping sites, April 2010
                                                      • Which sites are internet users likely to visit for World Cup news?
                                                        • Figure 17: Top 20 sports news sites visited, April 2010
                                                      • Males versus females choice of sites
                                                        • Figure 18: Comparison of the top 20 sites visited by males and females, by total unique internet users, april 2010
                                                    • Mobile Usage Experiences

                                                      • Key points
                                                        • Multi tasking takes mobile browsing to the next level
                                                          • Figure 19: Sites visited in the last three months using a mobile phone, July 2009-April 2010
                                                        • IPhone 4G provides retina screen display
                                                          • New smartphones reveal the weaknesses of the mobile web
                                                            • Mobile web to get more expensive
                                                              • PC accessories become more mobile-enabled
                                                              • Buying Behaviours

                                                                • Key points
                                                                    • Figure 20: Type of websites purchased from in the last three months, April 2009-April2010
                                                                  • Impact of the iPad on e-commerce in general
                                                                    • Who are the most active shoppers online?
                                                                      • Figure 21: Types of websites actually purchased from internet at home in the last three months, by selected demographics, April 2010
                                                                    • Will the online auction space set to get more competitive?
                                                                      • Figure 22: Top ten auction sites, April 2010
                                                                    • Electrical goods: Offline versus online buying habits
                                                                      • Figure 23: Types of stores used to buy audio-visual equipment in the last three years, February 2010
                                                                      • Figure 24: Shopping habits of consumers buying electrical goods, such as audio-visual or large kitchen appliances, February 2010
                                                                    • Most popular online destinations for buying electricals
                                                                      • Figure 25: Top 20 consumer electronics sites, April 2010
                                                                    • Buying activities versus attitudes towards paying for internet TV
                                                                      • Figure 26: Attitudes towards using internet TV sites, by repertoire of types of websites actually purchased from internet at home in the last three months, April 2010
                                                                    • Where do 15-24-year-olds shop online?
                                                                      • Figure 27: Top 20 retail sites visited by 15-24-year-olds, by unique internet users, April 2010
                                                                    • Leading advertisers’ spend online
                                                                      • Figure 28: Top 20 advertisers’ online spend, 01 May 2009-30th April 2010
                                                                  • Appendix – Device Ownership Analysis

                                                                      • Figure 29: Most popular electronic gadgets have at home, by demographics, April 2010
                                                                      • Figure 30: Next most popular electronic gadgets have at home, by demographics, April 2010
                                                                      • Figure 31: Other electronic gadgets have at home, by demographics, April 2010
                                                                      • Figure 32: Least popular electronic gadgets have at home, by demographics, April 2010
                                                                  • Appendix – Internet Usage Experiences

                                                                      • Figure 33: Most popular types of activities personally done on the internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 34: Next most popular types of activities personally done on the internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 35: Other types of activities personally done on the internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 36: Least popular types of activities personally done on the internet at home in the last three months, by demographics, April 2010
                                                                  • Appendix – Mobile Usage Experiences

                                                                      • Figure 37: Most popular websites browsed using the mobile phone in the last three months, by demographics, April 2010
                                                                      • Figure 38: Next most popular websites browsed using the mobile phone in the last three months, by demographics, April 2010
                                                                  • Appendix – Buying Behaviours

                                                                      • Figure 39: Most popular types of websites actually purchased from internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 40: Next most popular types of websites actually purchased from internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 41: Other types of websites actually purchased from internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 42: Least popular types of websites actually purchased from internet at home in the last three months, by demographics, April 2010
                                                                      • Figure 43: Types of websites actually purchased from internet at home in the last three months, by demographics, April 2010

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                                                                  Digital Trends Summer - UK - June 2010

                                                                  £1,695.00 (Excl.Tax)