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Digital Trends Summer - UK - June 2015

"As the UK economy improves, unemployment falls, and more young people find jobs, the outlook for the consumer technology market is promising. Millennials (16-35) remain key adopters of new technology."

This edition of Digital Trends examines the trends in consumer technology and digital media in the UK, looking at changes in device ownership and consumers’ purchasing intentions. It focuses on a broad range of devices, particularly televisions, desktops, laptops, tablets, smartphones, and smartwatches. It also looks at how consumers access the internet, what they are doing online, and what devices they are using to do so. 

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

        • Specialist devices continue to decline
          • Figure 1: Household ownership of consumer technology products, November 2014 and April 2015
        • Potential for home cinema systems
          • Smart TVs on the up but face tough competition
            • Figure 2: Household ownership of TVs, April 2015
          • Fathers are key targets
            • Tablets continue to outperform desktops
              • Personal ownership; women favour tablet devices
                • Figure 3: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
              • Evolution of the laptop
                • Figure 4: Types of laptop in the home, April 2015
              • Smartphones ownership races ahead, basic models decline
                • Figure 5: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
              • Internet access via televisions growing
                • Online activities
                  • Research sources
                    • Figure 6: Research done through a professional review website, April 2015
                  • Consumers want smartphones, laptops and TVs
                    • Figure 7: Plans to eventually upgrade consumer technology products, April 2015
                • Consumer Technology Products – Overview

                    • Consumer confidence on the rise
                      • Figure 8: Financial situation, March 2015
                    • Household ownership of specialist devices
                        • Figure 9: Household ownership of consumer technology products, November 2014 and April 2015
                      • Over half of young women own a console
                        • Connected TVs appeal
                          • Home cinema systems decline but potential is there
                            • Personal ownership: laptops, tablets, and smartphones remain strongest
                              • Figure 10: Personal ownership of consumer technology products, November 2014 and April 2015
                            • Specialist devices falling out of favour
                                • Figure 11: Cannon Europe’s ‘City Climbers’ advertising campaign
                              • Plans for purchase; consumers want smartphones, laptops and TVs
                                • Figure 12: Plans to eventually upgrade consumer technology products, April 2015
                                • Figure 13: Plans to upgrade consumer technology, by timescale, April 2015
                            • Consumer Technology Products – Televisions

                                • Figure 14: Household ownership of TVs, April 2015
                              • Internet access via TV low, but on the rise
                                • Figure 15: Internet access through an internet-enabled television, April 2015
                              • Plans to purchase; fathers are key targets
                                  • Figure 16: Plans to purchase or upgrade TV, April 2015
                                  • Figure 17: Plans to purchase or upgrade TV by timescale, April 2015
                                • Personalisation is the next step
                                • Consumer Technology Products – Computers, Tablets, E-Readers

                                  • Desktops, tablets, laptops, and e-readers in homes
                                    • Figure 18: Household ownership of desktops, tablets laptops, and e-readers, November 2014 and April 2015
                                  • Personal ownership; women favour tablet devices
                                      • Figure 19: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
                                    • Gamification’s learning potential
                                        • Figure 20: Personal ownership of laptop computers, tablets, and e-readers, December 2013-April 2015
                                      • Older generations open to tablets, and keen on e-readers
                                          • Figure 21: Personal ownership of laptops, tablets and e-readers, by age, April 2015
                                        • Plans for purchase or upgrade: desktops, laptops, tablet, e-readers
                                          • Figure 22: Plans for purchase or upgrade of desktops, laptops, tablet, and e-readers, April 2015
                                        • Multiple sources for internet access
                                            • Figure 23: Plans to upgrade or purchase device at some point in the future, April 2015
                                        • Consumer Technology Products – Laptop Types

                                              • Figure 24: Types of laptop in the home, April 2015
                                            • Ultrabook owners highly engaged
                                                • Figure 25: Personal consumer technology product ownership, by types of laptop in home, April 2015
                                              • Chromebook’s simplicity is powerful
                                              • Consumer Technology Products – Mobile Phones and Smartwatches

                                                • Personal ownership of mobiles, basic versus smart
                                                  • Figure 26: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
                                                  • Figure 27: Personal ownership of mobile phones, January 2012-April 2015
                                                • Smartphones’ all-in-one ability
                                                  • Smartphones as an empowering device
                                                    • Financial situation not a key determinant for smartphone ownership
                                                      • Smartphone is most wanted device within the next year
                                                        • Figure 28: Plans to purchase or upgrade mobile phones, basic versus smart, April 2015
                                                      • Smartwatch ownership yet to pick up
                                                          • Figure 29: Plans to purchase or upgrade a smartwatch, April 2015
                                                      • Internet Access

                                                          • Figure 30: Internet access, November 2014 and April 2015
                                                        • Internet access spreading across multiple devices
                                                          • High-activity 16-34s: channels to market
                                                            • Figure 31: Repertoire of number of ways internet is accessed, April 2015
                                                        • Online Activities

                                                            • Figure 32: Online activities in the past three months, November 2014 and April 2015
                                                          • Media sharing and casual internet games popular among women
                                                            • Online activities by device
                                                              • Figure 33: Online activities by device, April 2015
                                                            • Online shopping falls, while use of paid news sites increases
                                                              • Figure 34: Other online activities in the past three months, November 2014 and April 2015
                                                            • Map apps see growth
                                                              • Mobile payments to increase smartphone shopping
                                                                • Figure 35: Other online activities on device, April 2015
                                                            • Consumer Online Research Habits

                                                                  • Figure 36: Online research, April 2015
                                                                • Social networking sites
                                                                    • Figure 37: Online research channel; research done through a social networking website, April 2015
                                                                  • Price comparison sites
                                                                      • Figure 38: Online research channel; research done through a price comparison website, April 2015
                                                                    • Customer review websites
                                                                        • Figure 39: Online research channel; research done through a customer review website, April 2015
                                                                      • Professional review sites
                                                                          • Figure 40: Online research channel; research done through a professional review website, April 2015
                                                                        • Brand/company websites
                                                                          • Figure 41: Online research channel; research done through a brand or company website, April 2015
                                                                        • Deal/voucher websites
                                                                          • Figure 42: Online research channel; research done through a deal or voucher website, April 2015
                                                                      • CHAID Analysis – Digital Trends Summer – June 2015

                                                                        • Methodology
                                                                          • Key target groups for consumer technology purchases
                                                                              • Figure 43: Plan to purchase/upgrade technology products – CHAID – Tree output, April 2015
                                                                              • Figure 44: Plan to purchase/upgrade technology products – CHAID – Table output, April 2015
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                              • Abbreviations

                                                                              Companies Covered

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

                                                                              Digital Trends Summer - UK - June 2015

                                                                              £1,995.00 (Excl.Tax)