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Digital Trends Summer - UK - June 2013

“Manufacturers of technology products are placing more emphasis on monetising their content platforms, so much so that they are often willing to take a hit on hardware margins. This trend, where content is becoming king, could start to expand into more product sectors as brands may look to subsidise product costs alongside fixed-term subscriptions.”

– Paul Davies, Senior Technology Analyst

Some questions answered in this report include:

  • What are the household and personal ownership figures of different technology products, and what is driving change over time?
  • Which devices are consumers most interesting in purchasing or upgrading over the next three months?
  • What are the most popular online activities and how does this differ by device?
  • Which types of digital advertising reach the most consumers, and which are most likely to convert impressions into clicks or purchases?
  • How do consumers feel about different elements of online advertising?

The year 2013 is shaping up to deliver a significant increase in household tablet penetration, which has now reached 35% as of April 2013 (up from 24% six months earlier). Generally consumers are buying this handheld device in addition to, and not instead of laptops and desktop computers.

The television industry is likely to continue its decline in value as the absence of a major international football tournament in 2013 means the sector will not receive its biennial boost. On top of this, the innovations that are most likely to drive consumer interest (Ultra-HD and OLED screens) will only reach the most premium models this year.

Mintel’s latest research reveals that 34% of consumers feel ads that relate to their browsing history are intrusive, although some are open to sharing data if it means they will see more relevant advertising.

Generally, email promotions are the most effective type of digital ad, in terms of converting user impressions into clicks or purchases.

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; changes in online activity and analyses what industry developments are driving these changes.

This edition also takes a first look at digital advertising, investigating which forms of online adverts

consumers are most likely to notice, click on and buy from. Consumers’ attitudes towards digital advertising are also analysed.

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

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Consumer technology products
              • Figure 1: Household/personal ownership of consumer technology products, January and April 2013
              • Figure 2: Household ownership of computers and e-readers, January 2012 - April 2013
              • Figure 3: Personal ownership of mobile phones, January 2012 - April 2013
              • Figure 4: Plans for purchase or upgrade of consumer technology products in the next three months, January and April 2013
            • Online activities
              • Figure 5: Online activities performed in the past three months, April 2013 and percentage-point change between April 2012 and April 2013
            • Digital advertising
              • Figure 6: Digital advertising seen, clicked on and bought from within the past three months, April 2013
            • Emails most effective in terms of click conversion
              • Figure 7: Proportion of people who have clicked on or bought from an advert they have seen in the past three months, April 2013
            • People aged 25-34 most likely to respond to online ads
              • Figure 8: Digital adverts bought from in the past three months, by age, April 2013
            • Attitudes towards digital advertising
              • Figure 9: Attitudes towards digital advertising, April 2013
            • European comparisons
              • Household ownership of technology products
                • Figure 10: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, April/May 2013
              • Televisions
                • Figure 11: Household ownership of television sets in France, Germany, Italy, Spain and the UK, April/May 2013
              • Computers and e-readers
                • Figure 12: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, April/May 2013
              • Online activities
                • Figure 13: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, May 2013
              • What we think
              • Consumer Technology Products

                • Key points
                  • Ownership patterns of consumer technology products
                    • Figure 14: Household/personal ownership of consumer technology products, January and April 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, January and April 2013
                  • Televisions
                    • Ownership patterns
                      • Figure 16: Household ownership of television sets, January and April 2013
                    • Men quicker to convert to new generation of TVs
                      • Figure 17: Household ownership of HD TVs, Smart TVs and 3D TVs, by gender, April 2013
                    • Plans for purchase or upgrade
                      • Figure 18: Plans for purchase or upgrade of television sets in the next three months, January and April 2013
                      • Figure 19: Sony 55” W90 Smart 3D LED TV, launched spring 2013
                      • Figure 20: Sony 55” W80 Smart 3D LED TV, launched spring 2013
                    • Dads prompting purchases of new TVs
                      • Figure 21: Plans to purchase any television in the next three months, by mums and dads, April 2013
                      • Figure 22: Screen shot of the Sony Google TV menu, launched in Summer 2012
                    • Home entertainment
                      • Figure 23: Household ownership of home entertainment devices, January and April 2013
                    • Plans for purchase or upgrade
                      • Figure 24: Plans for purchase or upgrade of home entertainment in the next three months, January and April 2013
                    • Computers and e-readers
                      • Ownership patterns
                        • Figure 25: Household ownership of computers and e-readers, January and April 2013
                        • Figure 26: Household ownership of computers and e-readers, January 2012 - April 2013
                      • Kindle looks to make its mark on the tablet market
                        • Figure 27: Kindle Fire HD 8.9” tablet, October 2012
                        • Figure 28: Google Nexus 10 tablet, made by Samsung, launched November 2012
                      • Demographic ownership patterns
                        • Two thirds of men still own a desktop PC
                          • Figure 29: Household ownership of computers and e-readers, by gender, April 2013
                        • Tablets now present in over half of homes with five or more people
                          • Figure 30: Household ownership of laptop/netbooks, desktops, tablets and e-readers, by household size, April 2013
                        • Portable factor is key for younger consumers
                          • Figure 31: Household ownership of laptop/netbook, desktop and tablet computers, by age, April 2013
                        • Plans for purchase or upgrade
                          • Figure 32: Plans for purchase or upgrade of computers and e-readers in the next three months, January and April 2013
                        • Demographic patterns in intended purchases
                          • People aged 16-24 now far more interested in buying tablets
                            • Figure 33: Plans for purchase or upgrade of tablet computers in the next three months, by age, January and April 2013
                          • Men are more interested in purchasing a new computer
                            • Figure 34: Plans for purchase or upgrade of computers in the next three months, by gender, April 2013
                          • People with children more likely to want new computers
                            • Figure 35: Plans for purchase or upgrade of computers in the next three months, by people with or without children, April 2013
                          • Digital cameras
                            • Digital camera market becomes increasingly dependent on the wealthy
                              • Figure 36: Household ownership of digital or video cameras, by gross annual household income, April 2013
                            • Growing DSLR segment can help market to attract more young photographers
                              • Figure 37: Ownership and plans to purchase or upgrade digital or video cameras, by age, April 2013
                              • Figure 38: Canon EOS 100D DSLR, launched April 2013
                            • Mobile phones
                              • Ownership patterns
                                • Figure 39: Personal ownership of mobile phones, January 2012 - April 2013
                              • Demographic ownership patterns
                                • Smartphone ownership tails off amongst over-45s
                                  • Figure 40: Personal ownership of mobile phones, by age, April 2013
                                • People on low incomes are still more likely to own a smartphone
                                  • Figure 41: Personal ownership of mobile phones, by gross annual household income, April 2013
                                • Financial situation has very little bearing on smartphone ownership
                                  • Figure 42: Personal ownership of mobile phones, by financial situation, April 2013
                                • Plans for purchase or upgrade
                                  • Figure 43: Plans for purchase or upgrade of smartphones in the next three months, by age, January and April 2013
                                • News, trends and analyses
                                  • 4G price war about to begin
                                      • Figure 44: 4G Demonstration point within an EE retail store, 2013
                                    • Google Glass gives app developers a new perspective
                                      • Content is king: subscriptions funding discounts on hardware
                                          • Figure 45: Don Mattrick, President of the Interactive Entertainment Business at Microsoft, pictured at the Xbox One launch event, May 2013
                                      • Online Activities

                                        • Key points
                                          • Online activities performed
                                            • On any device
                                              • Figure 46: Online activities performed in the past three months, April 2013 and percentage-point change between April 2012 and April 2013
                                              • Figure 47: Gogobot and Foodspotting apps shown on Facebook timeline, 2013
                                            • On a computer
                                              • Figure 48: Online activities performed in the past three months on a computer, April 2013 and percentage-point change between April 2012 and April 2013
                                            • On a smartphone
                                              • Figure 49: Online activities performed in the past three months on a smartphone, April 2013 and percentage-point change between April 2012 and April 2013
                                            • On a tablet
                                              • Figure 50: Online activities performed in the past three months on a tablet, April 2013 and percentage-point change between April 2012 and April 2013
                                            • Social and sharing activities
                                              • Variations by device
                                                • Figure 51: Social and sharing online activities performed in the past three months, by device, April 2013
                                              • Variations by gender
                                                • Figure 52: Social and sharing online activities performed in the past three months, by gender, April 2013
                                              • Variations by age
                                                • Figure 53: Social and sharing online activities performed in the past three months, by age, April 2013
                                              • Variations by region
                                                • Figure 54: Social and sharing online activities performed in the past three months, by region, April 2013
                                              • The quest for information
                                                • Variations by device
                                                  • Figure 55: Information-finding activities performed online in the past three months, by device, April 2013
                                                  • Figure 56: Flipboard app, shown on an iPhone, 2013
                                                • Variations by gender
                                                  • Figure 57: Information-finding activities performed online in the past three months, by gender, April 2013
                                                • Variations by age
                                                  • Figure 58: Information-finding activities performed online in the past three months, by age, April 2013
                                                • Variations by region
                                                  • Figure 59: Information-finding activities performed online in the past three months, by region, April 2013
                                                • Online shopping
                                                  • Variations by device
                                                    • Figure 60: Online shopping activities performed in the past three months, by device, April 2013
                                                  • Variations by gender
                                                    • Figure 61: Online shopping activities performed in the past three months, by gender, April 2013
                                                  • Variations by age
                                                    • Figure 62: Online shopping activities performed in the past three months, by age, April 2013
                                                  • Variations by region
                                                    • Figure 63: Online shopping activities performed in the past three months, by region, April 2013
                                                  • Online entertainment
                                                    • Variations by device
                                                      • Figure 64: Online entertainment activities performed in the past three months, by device, April 2013
                                                      • Figure 65: Apple’s iTunes service, shown on an iPad, MacBook Air and iPhone
                                                    • Variations by gender
                                                      • Figure 66: Online entertainment activities performed in the past three months, by gender, April 2013
                                                    • Variations by age
                                                      • Figure 67: Online entertainment activities performed in the past three months, by age, April 2013
                                                    • Variations by region
                                                      • Figure 68: Online entertainment activities performed in the past three months, by region, April 2013
                                                  • Digital Advertising

                                                    • Key points
                                                      • Banner ads reach a large audience, but click conversion is low
                                                        • Figure 69: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
                                                        • Figure 70: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
                                                      • Emails most effective in terms of click conversion
                                                        • Figure 71: Proportion of people who have clicked on or bought from an advert they have seen in the past three months, April 2013
                                                      • In-game adverts convert more clickers into purchasers
                                                        • Figure 72: Proportion of people who have bought something as a result of clicking on this advertising format in the past three months, April 2013
                                                      • Paid search: a tool for awareness rather than instant conversion
                                                        • People aged 25-34 most likely to respond to online ads
                                                          • Figure 74: Digital adverts bought from in the past three months, by age, April 2013
                                                        • Apple’s iOS providing effective platform for ads
                                                          • Figure 75: Digital advertising seen in the past three months, by owners of Apple products, April 2013
                                                          • Figure 76: Top ten mobile devices, by share of mobile ad impressions, February 2013
                                                        • Potential of mobile ads starting to be realised
                                                            • Figure 77: Example of a ‘fan page’ on Facebook, May 2013
                                                        • Attitudes Towards Digital Advertising

                                                          • Key points
                                                            • Personalised advertising ‘crosses the line’ for some, but others prefer it
                                                              • Figure 78: Attitudes towards digital advertising, April 2013
                                                            • Comical and personally tailored ads appeal to online buyers
                                                              • Figure 79: Attitudes towards digital advertising, by consumers who have bought something via a digital ad within the past three months, April 2013
                                                            • Men are more positive about digital advertising
                                                              • Figure 80: Attitudes towards digital advertising, by gender, April 2013
                                                            • Online advertising annoys but absorbs young people
                                                              • Figure 81: Attitudes towards digital advertising, by age, April 2013
                                                          • European Comparisons

                                                            • Ownership of consumer technology products
                                                              • Figure 82: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Televisions
                                                              • Figure 83: Household ownership of television sets in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Home entertainment systems
                                                              • Figure 84: Household ownership of home entertainment systems in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Computers and e-readers
                                                              • Figure 85: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Mobile phones
                                                              • Figure 86: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Other portable devices
                                                              • Figure 87: Personal ownership of digital cameras and sat-nav devices in France, Germany, Italy, Spain and the UK, April/May 2013
                                                            • Online Activities
                                                              • Figure 88: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, May 2013
                                                              • Figure 89: Online activities performed in the past three months in France, May 2013
                                                              • Figure 90: Online activities performed in the past three months in Germany, May 2013
                                                              • Figure 91: Online activities performed in the past three months in Italy, May 2013
                                                              • Figure 92: Online activities performed in the past three months in Spain, May 2013
                                                          • Appendix – Consumer Technology Products

                                                              • Figure 93: Technology products have in household, April 2013
                                                              • Figure 94: Most popular technology products have in household, by demographics, April 2013
                                                              • Figure 95: Next most popular technology products have in household, by demographics, April 2013
                                                              • Figure 96: Other technology products have in household, by demographics, April 2013
                                                              • Figure 97: Technology products personally owned, April 2013
                                                              • Figure 98: Technology products personally owned, by demographics, April 2013
                                                              • Figure 99: Technology products plan to buy/upgrade in the next three months, April 2013
                                                              • Figure 100: Most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
                                                              • Figure 101: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
                                                              • Figure 102: Other technology products plan to buy/upgrade in the next three months, by demographics, April 2013
                                                              • Figure 103: Least popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
                                                              • Figure 104: Technology products plan to buy/upgrade in the next three months, by most popular technology products have in household, April 2013
                                                              • Figure 105: Technology products plan to buy/upgrade in the next three months, by next most popular technology products have in household, April 2013
                                                              • Figure 106: Technology products plan to buy/upgrade in the next three months, by other technology products have in household, April 2013
                                                              • Figure 107: Technology products plan to buy/upgrade in the next three months, by technology products personally owned, April 2013
                                                          • Appendix – Online Activities

                                                              • Figure 108: Online activities done in the last three months, April 2013
                                                              • Figure 109: Online activities performed in the past three months, April 2012 – April 2013
                                                              • Figure 110: Most popular online activities done on any device in the last three months, April 2013
                                                              • Figure 111: Next most popular online activities done on any device in the last three months, April 2013
                                                              • Figure 112: Next most popular online activities done on any device in the last three months, April 2013
                                                              • Figure 113: Other online activities done on any device in the last three months, April 2013
                                                              • Figure 114: Least popular online activities done on any device in the last three months, April 2013
                                                              • Figure 115: Most popular online activities done on a computer in the last three months, April 2013
                                                              • Figure 116: Next most popular online activities done on a computer in the last three months, April 2013
                                                              • Figure 117: Next most popular online activities done on a computer in the last three months, April 2013
                                                              • Figure 118: Other online activities done on a computer in the last three months, April 2013
                                                              • Figure 119: Least popular online activities done on a computer in the last three months, April 2013
                                                              • Figure 120: Most popular online activities done on a tablet in the last three months, April 2013
                                                              • Figure 121: Next most popular online activities done on a tablet in the last three months, April 2013
                                                              • Figure 122: Next most popular online activities done on a tablet in the last three months, April 2013
                                                              • Figure 123: Other online activities done on a tablet in the last three months, April 2013
                                                              • Figure 124: Least popular online activities done on a tablet in the last three months, April 2013
                                                              • Figure 125: Most popular online activities done on a smartphone in the last three months, April 2013
                                                              • Figure 126: Next most popular online activities done on a smartphone in the last three months, April 2013
                                                              • Figure 127: Next most popular online activities done on a smartphone in the last three months, April 2013
                                                              • Figure 128: Other online activities done on a smartphone in the last three months, April 2013
                                                              • Figure 129: Least popular online activities done on a smartphone in the last three months, April 2013
                                                          • Appendix – Digital Advertising

                                                              • Figure 130: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
                                                            • Online advert (eg banner, pop-up, display ad)
                                                              • Figure 131: Online adverts seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Promotional video
                                                              • Figure 132: Promotional videos seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Sponsored link on a search engine
                                                              • Figure 133: Sponsored links on search engines, seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Advert on a social media site
                                                              • Figure 134: adverts on social media sites seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Advert based on browsing history
                                                              • Figure 135: Adverts based on browsing history seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Advert within a game
                                                              • Figure 136: Adverts within a game seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                            • Advert or promotion within an email
                                                              • Figure 137: Adverts or promotions within an email seen, clicked on and bought from within the past 3 months, by demographics, April 2013
                                                              • Figure 138: People who have seen, clicked on or bought from any type of digital advert, by demographics, April 2013
                                                              • Figure 139: Digital advertising seen, clicked on and bought from within the past 3 months by ownership and awareness of apple product, April 2013
                                                          • Appendix – Attitudes Towards Digital Advertising

                                                              • Figure 140: Attitudes towards digital advertising, April 2013
                                                              • Figure 141: Most popular attitudes towards digital advertising, by demographics, April 2013
                                                              • Figure 142: Next most popular attitudes towards digital advertising, by demographics, April 2013
                                                              • Figure 143: Attitudes towards digital advertising, by people who have clicked on or bought from any digital advert within the past 3 months, April 2013
                                                              • Figure 144: Attitudes towards digital advertising by most popular attitudes towards digital advertising, April 2013
                                                              • Figure 145: Attitudes towards digital advertising by next most popular attitudes towards digital advertising, April 2013
                                                          • Appendix – European Comparisons – Technology Ownership

                                                              • Figure 146: Technology products owned by household/personally owned, by country, May 2013
                                                              • Figure 147: Technology products owned by household/personally owned, by country, May 2013
                                                              • Figure 148: Most popular technology products owned by household/personally owned, by demographics, May 2013
                                                              • Figure 149: Next most popular technology products owned by household/personally owned, by demographics, May 2013
                                                              • Figure 150: Other technology products owned by household/personally owned, by demographics, May 2013
                                                              • Figure 151: Most popular technology products owned by household/personally owned, by demographics, France, May 2013
                                                              • Figure 152: Next most popular technology products owned by household/personally owned, by demographics, France, May 2013
                                                              • Figure 153: Other technology products owned by household/personally owned, by demographics, France, May 2013
                                                              • Figure 154: Most popular technology products owned by household/personally owned, by demographics, Germany, May 2013
                                                              • Figure 155: Next most popular technology products owned by household/personally owned, by demographics, Germany, May 2013
                                                              • Figure 156: Other technology products owned by household/personally owned, by demographics, Germany, May 2013
                                                              • Figure 157: Most popular technology products owned by household/personally owned, by demographics, Italy, May 2013
                                                              • Figure 158: Next most popular technology products owned by household/personally owned, by demographics, Italy, May 2013
                                                              • Figure 159: Other technology products owned by household/personally owned, by demographics, Italy, May 2013
                                                              • Figure 160: Most popular technology products owned by household/personally owned, by demographics, Spain, May 2013
                                                              • Figure 161: Next most popular technology products owned by household/personally owned, by demographics, Spain, May 2013
                                                              • Figure 162: Other technology products owned by household/personally owned, by demographics, Spain, May 2013
                                                              • Figure 163: Technology products owned by household/personally owned, across France, Italy, Germany and Spain, by demographics, May 2013
                                                              • Figure 164: Technology products owned by household/personally owned, by demographics, France, May 2013
                                                              • Figure 165: Technology products owned by household/personally owned, by demographics, Germany, May 2013
                                                              • Figure 166: Technology products owned by household/personally owned, by demographics, Italy, May 2013
                                                              • Figure 167: Technology products owned by household/personally owned, by demographics, Spain, May 2013

                                                          Companies Covered

                                                          • Amazon.co.uk
                                                          • Amazon.com Inc
                                                          • Apple Computer UK Ltd
                                                          • Canon Inc.
                                                          • Currys
                                                          • Facebook, Inc.
                                                          • Google UK
                                                          • Lenovo Group Limited
                                                          • LOVEFiLM International Ltd
                                                          • Microsoft Ltd (UK)
                                                          • mmO2 plc
                                                          • Netflix, Inc.
                                                          • Ofcom
                                                          • Panasonic
                                                          • Samsung Electronics (UK) Ltd
                                                          • Sony Corporation
                                                          • Spotify AB
                                                          • Toshiba Corporation
                                                          • Union of European Football Association (UEFA)
                                                          • Vodafone Group Plc (UK)
                                                          • YouTube, Inc.

                                                          Digital Trends Summer - UK - June 2013

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