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Digital Trends Winter - UK - December 2014

“Unless media providers look to expand into new categories and follow the Amazon Prime model, partnerships between existing players could not only deliver better value but also better integration – something consumers will strive for as they begin to think more about their connected ‘ecosystem’.”

Paul Davies, Senior Leisure and Technology Analyst

This report looks at the following areas:

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 and consumers’ purchasing intentions. Next the report looks at changes in online activity and analyses what industry developments are driving these changes.

This edition of Digital Trends also has a focus on subscriptions to online media (eg music streaming and online news), taking a look at the current and potential reach of such services, as well as consumers’ attitudes towards online media as a whole.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Consumer technology products
              • Household ownership of consumer technology products
                • Figure 1: Household ownership of consumer technology products, June and October 2014
                • Figure 2: Household ownership of computers and e-readers, January 2012 - October 2014
              • Personal ownership of consumer technology products
                • Figure 3: Personal ownership of consumer technology products, June and October 2014
              • Planned purchase or upgrade of consumer technology products
                • Figure 4: Plans for purchase or upgrade of consumer technology products in the next three months, June and October 2014
              • Internet access
                • Devices used to access the internet
                  • Figure 5: Devices used to access the internet in the last three months, October 2014, and percentage-point change between September 2013 and October 2014
                • Online activities
                  • Figure 6: Online activities performed in the past three months, April 2014 – October 2014
                • Focus on: E-commerce
                  • Figure 7: Online shopping activities performed in the past three months, by device, October 2014
                • Online media subscriptions
                  • Video streaming leads the way in paid online media
                    • Figure 8: Online media services subscribed to, October 2014
                  • Alternative subscription methods could prompt sign-ups
                    • Figure 9: Interest in subscribing to online media services in the next 12 months, October 2014
                  • Consumers happy to put up with ads in exchange for free access
                    • Figure 10: Attitudes towards online media subscriptions, October 2014
                  • What we think
                  • Consumer Technology Products – Overview

                    • Key points
                      • Household ownership of consumer technology products
                        • Figure 11: Household ownership of consumer technology products, June and October 2014
                      • Personal ownership of consumer technology products
                        • Figure 12: Personal ownership of consumer technology products, June and October 2014
                      • Multitasking continues to prompt device convergence
                        • Figure 13: Household/personal ownership of consumer technology products, September 2013 and October 2014
                        • Figure 14: Online activities performed on smartphones and tablets, September 2012 and October 2014
                        • Figure 15: Sony QX10 lens style camera for smartphones and tablets
                      • Tablets and e-readers bridge the digital divide
                        • Figure 16: Household/personal ownership of consumer technology products, by generation, October 2014
                      • Planned purchase or upgrade of consumer technology products
                        • Figure 17: Plans for purchase or upgrade of consumer technology products in the next three months, June and October 2014
                      • Focus on smartwatches
                        • Figure 18: Apple iPhone 6 and Apple Watch, unveiled September 2014
                      • Brands must avoid making fashion faux pas
                      • Consumer Technology Products – Televisions

                        • Key points
                          • Ownership trends
                            • Figure 19: Household ownership of television sets, June and October 2014
                          • Plans for purchase or upgrade
                            • Figure 20: Plans for purchase or upgrade of television sets in the next three months, June and October 2014
                          • Older consumers more likely to have upgraded to smart TVs in the last year
                            • Figure 21: Household ownership of televisions, by age, September 2013 and October 2014
                          • Viewing on secondary devices sees younger consumers ditch smaller sets
                            • Figure 22: Number of televisions in household, September 2013 and October 2014
                        • Consumer Technology Products – Computers, Tablets and e-readers

                          • Key points
                            • Ownership trends
                              • Household ownership patterns
                                • Figure 23: Household ownership of computers and e-readers, January 2012 - October 2014
                              • Personal ownership patterns
                                • Figure 24: Personal ownership of computers and e-readers, December 2013 - October 2014
                              • Plans for purchase or upgrade
                                • Figure 25: Plans for purchase or upgrade of computers and e-readers in the next three months, June and October 2014
                                • Figure 26: Apple iPad Air 2 and iPad mini 3, unveiled October 2014
                              • Post-PC era fails to materialise
                                • Figure 27: Household ownership of computers, by form factor, October 2014
                              • Could an unlimited e-book service save the e-reader market from saturation?
                                • Figure 28: Personal ownership of e-readers, by gender and age, December 2013 – October 2014
                            • Consumer Technology Products – Mobile Phones

                              • Key points
                                • Ownership trends
                                  • Figure 29: Personal ownership of mobile phones, January 2012 - October 2014
                                • Plans for purchase or upgrade
                                  • Figure 30: Plans for purchase or upgrade of mobile phones in the next three months, June and October 2014
                                • Project Ara raises possibility of two phones in one
                                  • Figure 31: Personal ownership of mobile phones, by phone type, June 2014
                                • Smartphones continue to broaden their reach among over-65s
                                  • Figure 32: Personal ownership of smartphones, by age, September 2013 and October 2014
                              • Internet Access

                                • Key points
                                  • Devices used to access the internet
                                    • Only 13% of consumers connect directly via a smart TV or set-top box
                                      • Figure 33: Devices used to access the internet in the last three months, October 2014, and percentage-point change between September 2013 and October 2014
                                      • Figure 34: Weekly reach of devices across the day, March/April 2014
                                    • Repertoire analysis
                                      • Figure 35: Repertoire of methods used to access the internet in the last three months, September 2012 and October 2014
                                      • Figure 36: Repertoire of methods used to access the internet in the last three months, by age, October 2014
                                  • Online Activities

                                    • Key points
                                      • Online activities performed
                                        • On any device
                                          • Figure 37: Online activities performed in the past three months, April 2014 – October 2014
                                        • Online activities by device
                                          • On a computer
                                            • Figure 38: Online activities performed in the past three months on a computer, October 2014
                                          • On a smartphone
                                            • Figure 39: Online activities performed in the past three months on a smartphone, October 2014
                                          • On a tablet
                                            • Figure 40: Online activities performed in the past three months on a tablet, October 2014
                                          • Focus on e-commerce
                                            • Apple Pay could change perceptions of mobile shopping
                                              • Figure 41: Online shopping activities performed in the past three months, by device, October 2014
                                            • Participation in tablet shopping fails to follow the ownership curve
                                              • Figure 42: Proportion of all consumers who have shopped online using computers, tablets and smartphones, July 2012-October 2014
                                            • Smartphone and tablet shoppers are young and wealthy
                                              • Figure 43: Proportion of all consumers who have shopped online using tablets and smartphones, October 2014
                                            • Demographic focus: Millennials
                                              • It’s all about sharing
                                                • Figure 44: Social and sharing activities performed, by generation, October 2014
                                              • Media consumption re-shaped by Millennials’ digital instinct
                                                • Figure 45: Online media activities performed, by generation, October 2014
                                            • Online Media Subscriptions

                                              • Key points
                                                • Video streaming leads the way in paid online media
                                                  • Figure 46: Online media services subscribed to, October 2014
                                                • Nearly half of 16-34s subscribe to online media services
                                                  • Figure 47: Online media services subscribed to, by age, October 2014
                                                • Can media brands turn social media users into brand ambassadors?
                                                  • Figure 48: Usage of social networking/media sites, by online media services subscribed to, October 2014
                                                • Alternative subscription methods could prompt sign-ups
                                                  • Figure 49: Interest in subscribing to online media services in the next 12 months, October 2014
                                                • Consumers happy to put up with ads in exchange for free access
                                                  • Figure 50: Attitudes towards online media subscriptions, October 2014
                                                • Media bundles have wide appeal amongst existing subscribers
                                                  • Figure 51: Attitudes towards online media subscriptions, by online media services subscribed to, October 2014

                                              Companies Covered

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

                                              Digital Trends Winter - UK - December 2014

                                              £1,995.00 (Excl.Tax)