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Digital Trends Winter - UK - December 2015

“Technology brands are eager to demonstrate that new smartphones, tablets and hybrid laptops are more practical and more powerful than ever before, as consumers become more inclined to mirror their online behaviour across all three device formats.”

– Paul Davies, Senior Leisure and Technology Analyst

This report looks at the following areas:

  • Consumers call time on disc players
  • Interest in smartwatches dwindling already
  • Ultra HD TV ownership has doubled in the last year
  • Social media gets newsworthy

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Table of contents

  1. Overview

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

          • Consumers call time on disc players
            • Figure 1: Household ownership of consumer technology products, June and September 2015
          • Interest in smartwatches dwindling already
            • Figure 2: Plans to purchase or upgrade consumer technology products (at any point in the future), June and September 2015
          • Ultra HD TV ownership has doubled in the last year
            • Figure 3: Ownership of and interest in Ultra HD (4K) TVs, August 2014 and September 2015
          • Social media gets newsworthy
              • Figure 4: Online activities performed in the past three months, by generation, September 2015
            • User control can limit disruption
                • Figure 5: Attitudes towards social media advertising, September 2015
              • What we think
              • The Consumer – What You Need to Know

                • Consumers call time on disc players
                  • Interest in smartwatches dwindling already
                    • Smartphones top of the Christmas wish list
                      • Ultra HD TV ownership has doubled in the last year
                        • Microsoft challenges established form factors
                          • More consumers start to hook up their TV
                            • Online consumers now less likely to seek out brands
                              • Social media gets newsworthy
                                • Over two fifths of social media users engage with ads
                                  • User control can limit disruption
                                  • Consumer Technology Products – Overview

                                    • Household ownership of consumer technology products
                                        • Figure 6: Household ownership of consumer technology products, June and September 2015
                                      • Nearly two fifths have access to more than seven different devices
                                          • Figure 7: Repertoire of household ownership of consumer technology products, September 2015
                                        • Personal ownership of consumer technology products
                                            • Figure 8: Personal ownership of consumer technology products, June and September 2015
                                          • Planned purchase or upgrade of consumer technology products
                                            • Interest in smartwatches dwindling already
                                                • Figure 9: Plans to purchase or upgrade consumer technology products (at any point in the future), June and September 2015
                                              • Smartphones top of the Christmas wish list
                                                  • Figure 10: Plans to purchase or upgrade consumer technology products, by timescale, September 2015
                                              • Consumer Technology Products – Televisions

                                                • Ownership
                                                    • Figure 11: Household ownership of televisions, by type, June and September 2015
                                                  • Plans for purchase or upgrade
                                                      • Figure 12: Plans to purchase or upgrade televisions, by timescale, September 2015
                                                    • Consumers cling on to secondary sets
                                                        • Figure 13: Number of televisions in households, September 2013 and September 2015
                                                      • Ultra HD TV ownership has doubled in the last year
                                                          • Figure 14: Ownership and interest in Ultra HD (4K) TVs, August 2014 and September 2015
                                                      • Consumer Technology Products – Computers

                                                        • Ownership
                                                            • Figure 15: Apple iPad Pro with stylus pen, launched in September 2015
                                                            • Figure 16: Household ownership of computers, January 2012- September 2015
                                                          • Plans for purchase or upgrade
                                                              • Figure 17: Plans to purchase or upgrade computers, by timescale, September 2015
                                                            • Microsoft challenges established form factors
                                                                • Figure 18: Microsoft Surface Book laptop, unveiled October 2015
                                                                • Figure 19: Household ownership of computers, by form factor, September 2015
                                                            • Consumer Technology Products – Mobile Phones and Smartwatches

                                                              • Ownership of mobile phones
                                                                  • Figure 20: Microsoft Lumia 950 smartphone connected to an external monitor, device launched in 2015
                                                                  • Figure 21: Ownership of mobile phones, January 2012 – September 2015
                                                                • Ownership of smartwatches
                                                                    • Figure 22: Ownership of smartwatches, June 2014 – September 2015
                                                                  • Plans for purchase or upgrade
                                                                      • Figure 23: Plans to purchase or upgrade mobile phones and smartwatches, by timescale, September 2015
                                                                    • Killer apps could involve communication, gaming and gambling
                                                                        • Figure 24: Plans to purchase or upgrade smartwatches in the next 12 months, by online activities performed in the last three months, September 2015
                                                                    • Internet Access

                                                                      • Devices used to access the internet
                                                                        • More consumers start to hook up their TV
                                                                          • Figure 25: Devices used to access the internet in the last three months, September 2015, and percentage-point change between October 2014 and September 2015
                                                                        • Number of connection methods stabilises
                                                                          • Figure 26: Repertoire of devices used to access the internet in the last three months, October 2014 and September 2015
                                                                      • Online Activities

                                                                        • Online activities performed
                                                                          • On any device
                                                                              • Figure 27: Online activities performed in the past three months, April – September 2015
                                                                            • Online activities by device
                                                                              • On a computer
                                                                                • Figure 28: Online activities performed in the past three months on a laptop/desktop computer, September 2015
                                                                              • On a tablet
                                                                                • Figure 29: Online activities performed in the past three months on a tablet, September 2015
                                                                              • On a smartphone
                                                                                • Figure 30: Online activities performed in the past three months on a smartphone, September 2015
                                                                              • Mobile activity becoming more practical
                                                                                  • Figure 31: Online activities performed in the past three months, by device, September 2013 and September 2015
                                                                                • Social media gets newsworthy
                                                                                    • Figure 32: Online activities performed in the past three months, by generation, September 2015
                                                                                • Social Media Advertising

                                                                                  • Over two fifths of social media users engage with ads
                                                                                    • Figure 33: Auto-play video advert, displayed on Facebook news feed, 2014
                                                                                    • Figure 34: Interactions with social media advertising, September 2015
                                                                                  • Tuning in to second-screening
                                                                                      • Figure 35: Interactions with social media advertising, by age, September 2015
                                                                                    • User control can limit disruption
                                                                                        • Figure 36: Attitudes towards social media advertising, September 2015
                                                                                      • Assisting the engaged; appeasing the disinterested
                                                                                        • Figure 37: Attitudes towards social media advertising (any agree), by interactions with social media advertising, September 2015
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Abbreviations

                                                                                        Companies Covered

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

                                                                                        Digital Trends Winter - UK - December 2015

                                                                                        £1,995.00 (Excl.Tax)