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iPhone Generation - UK - November 2009

The world of new technology is by definition a fast-moving one, and there have been many new developments, especially in mobile technology, since Mintel’s report The IPod Generation – UK, April 2007.
This report looks at consumer attitudes towards new technology, and the extent to which technology is changing the way we run our lives.

  • New technology – we just can’t live without it! Or at least that’s how one in five of us feel. Among younger consumers, this point of view is even more prevalent, with a third of 16-24s saying that their lives would be "impossible" without new technology.
  • Although we may be living in a techno world surrounded by gadgets, not everyone feels equipped to deal with this. In fact, nearly half the population describe themselves as "tech-novices" – in other words, they know very little or nothing at all about new technology.
  • The smartphone revolution is here – and it’s changing the way we access the internet. 8.7 million of us already own a smartphone, and a further 11 million want one. Smartphone technology is likely to have a substantial impact on the way we live our lives and on the success of standalone gadgets such as digital cameras and sat-nav.
  • In today’s techno world, the internet is an integral part of daily life. Three out of five of us now regularly shop online, while 24.1 million consumers regularly manage their finances online. In addition, the internet is the most popular way for people to find directions.
  • Home entertainment is poised for dynamic growth: for many home entertainment products, prospective owners outnumber current owners. For example, currently blu-ray player ownership stands at around 14%, but an additional 38% of consumers have ambitions to own one.
  • Recommendation is key in new technology: one in three of us wait until someone we know has bought and used a product before buying it ourselves. A similar proportion seeks the advice of family/friends before buying. The internet also plays a vital role here, with 13 million regularly reading comments/reviews posted online about products/services.

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Table of contents

  1. Introduction

    • Future Opportunities

      • Any time, any where
        • TV/film on demand
          • Faster connectivity
            • Improved broadband packages
              • Linking broadband with devices
                • Living in a techno world
                  • Simplicity
                    • Downloading services
                      • Direct downloading
                        • Consumers in control
                          • Capitalising from knowledge sharing
                            • Sharing knowledge online
                            • Lifestyle Sector in Brief

                                • Followers (19% of respondents)
                                  • Price-led Pragmatists (25% of respondents)
                                    • Techno-Junkies (18% of respondents)
                                      • Early Adopters (13% of respondents)
                                        • Apathetic (25% of respondents)
                                        • Overview – Embracing Technology?

                                          • Key points
                                            • Attitudes towards new technology
                                              • Figure 1: Attitudes towards new technology products, October 2009
                                            • Delayed gratification?
                                              • Advice giver or advice seeker?
                                                • What do consumers get out of new technology?
                                                  • What is important to consumers when buying new technology items?
                                                    • Tech personality
                                                      • Figure 2: Tech personality groups, October 2009
                                                    • Followers (19% of respondents)
                                                      • Price-led Pragmatists (25% of respondents)
                                                        • Techno-Junkies (18% of respondents)
                                                          • Early Adopters (13% of respondents)
                                                            • Apathetic (25% of respondents)
                                                              • Tech competency
                                                                • Figure 3: Statements about new technology that is currently available, October 2009
                                                              • Tech-savvy consumers
                                                                • Tech-competent consumers
                                                                  • Tech-novices
                                                                    • How is tech competency related to tech personality?
                                                                      • Figure 4: Tech personality v tech competency, October 2009
                                                                    • At the forefront or lagging behind?
                                                                        • Figure 5: Tech interest groups, by gender, age and socio-economic group, 2009
                                                                      • Hi-tech
                                                                        • Lo-tech
                                                                          • No-tech
                                                                              • Figure 6: Use and ownership of technology, by tech interest groups, 2009
                                                                              • Figure 7: Attitudes towards product purchasing, by tech interest groups, by gender, 2009
                                                                          • How Consumers Use New Technology

                                                                            • Key points
                                                                              • Tech personality and new technology ownership
                                                                                • Figure 8: Ownership of new technology, by tech personality, October 2009
                                                                              • New technology ambitions
                                                                                • Followers
                                                                                  • Price-led Pragmatists
                                                                                    • Techno-Junkies
                                                                                      • Early Adopters
                                                                                        • Apathetic
                                                                                          • Figure 9: Things do not currently have at home, but would like to, by tech personality, October 2009
                                                                                        • Tech personality and internet usage
                                                                                            • Figure 10: Activities done regularly using internet, by tech personality, October 2009
                                                                                        • Staying Connected

                                                                                          • Key points
                                                                                            • How technology is changing the way we communicate
                                                                                              • Figure 11: Methods used to communicate regularly with family and friends, October 2009
                                                                                            • Parents/older relatives
                                                                                              • Brothers/sisters/same-generation relatives
                                                                                                • Children/younger relatives
                                                                                                  • Close friends
                                                                                                    • Other friends
                                                                                                      • Tech personality and communication
                                                                                                        • Figure 12: Electronic methods used to communicate regularly with family and friends, by tech personality, October 2009
                                                                                                      • Internet communication
                                                                                                        • Figure 13: Regular users of social networking sites, by age, gender and tech personality type, October 2009
                                                                                                      • Communication and the smartphone
                                                                                                          • Figure 14: Smartphone ownership, by age, gender, current phone network, tech competency and tech personality, October 2009
                                                                                                      • Daily Life

                                                                                                        • Key points
                                                                                                          • Shopping in comfort
                                                                                                            • Figure 15: Regular internet shoppers, by gender, age, tech competency and tech personality, October 2009
                                                                                                          • Managing finances
                                                                                                              • Figure 16: Those who regularly manage finances on the internet, by demographic group, tech competency and tech personality, October 2009
                                                                                                            • Travel and entertainment
                                                                                                                • Figure 17: Those who regularly book travel and entertainment on the internet, by demographic group, tech competency and tech personality, October 2009
                                                                                                              • Consumers as researchers
                                                                                                                  • Figure 18: Those who regularly research purchases of goods and services on the internet, by demographic group, tech competency and tech personality, October 2009
                                                                                                                  • Figure 19: Use of internet for research, by tech interest group, 2009
                                                                                                                  • Figure 20: ‘I often refer to the internet before making a purchase’, by tech interest group, by gender, 2009
                                                                                                                • Finding directions
                                                                                                                    • Figure 21: Methods used regularly to find directions to places, October 2009
                                                                                                                    • Figure 22: Electronic methods used regularly to find directions to places, by demographic group, tech competency and tech personality, October 2009
                                                                                                                • Leisure: Music on Demand

                                                                                                                  • Key points
                                                                                                                    • Listening to music
                                                                                                                      • Figure 23: Formats used to listen to music at home or out, October 2009
                                                                                                                      • Figure 24: Formats used to listen to music at home or out – men, by age, October 2009
                                                                                                                      • Figure 25: Formats used to listen to music at home or out – women, by age, October 2009
                                                                                                                      • Figure 26: Formats used to listen to music at home or out, by tech personality, October 2009
                                                                                                                    • The MP3 phenomenon
                                                                                                                      • Figure 27: Ownership of/interest in portable MP3, by demographic group, tech competency and tech personality, October 2009
                                                                                                                      • Figure 28: Ownership and recent purchase of MP3/MP4, by tech interest groups, 2009
                                                                                                                    • Downloading music
                                                                                                                        • Figure 29: Regular downloads of music, by demographic group, tech competency and tech personality, October 2009
                                                                                                                      • Digital radio
                                                                                                                          • Figure 30: Ownership of/interest in digital radio (DAB or Wi-Fi), by demographic group, tech competency and tech personality, October 2009
                                                                                                                      • Leisure: The Rise of Home Entertainment Systems

                                                                                                                        • Key points
                                                                                                                          • Audio-visual items in the home
                                                                                                                            • Figure 31: Ownership/interest in audio-visual items, October 2009
                                                                                                                          • TV viewing and technology
                                                                                                                            • Figure 32: Methods used regularly to watch TV, October 2009
                                                                                                                            • Figure 33: Those who regularly watch TV on a computer/laptop, by gender and age, October 2009
                                                                                                                            • Figure 34: Methods used to watch TV, by tech personality, October 2009
                                                                                                                            • Figure 35: Attitudes towards TV, by tech interest groups, by gender, 2009
                                                                                                                          • Films
                                                                                                                            • Figure 36: Methods used regularly to watch films, October 2009
                                                                                                                            • Figure 37: Type of internet connection at home, 2009
                                                                                                                            • Figure 38: Those regularly using internet to watch/download films, by demographic group, tech competency and tech personality, October 2009
                                                                                                                            • Figure 39: Methods used to watch films, by tech personality, October 2009
                                                                                                                          • eBook readers – a new era in reading?
                                                                                                                            • Figure 40: Ownership/interest in eBook readers, by demographic group, tech competency and tech personality, October 2009
                                                                                                                        • Leisure: Capturing the Moment

                                                                                                                          • Key points
                                                                                                                            • Photography methods
                                                                                                                              • Figure 41: Methods used regularly to take photos/video, October 2009
                                                                                                                              • Figure 42: Methods used regularly to take photos/video, by tech personality, October 2009
                                                                                                                            • Ownership and purchasing of digital cameras
                                                                                                                              • Figure 43: Camera, by tech interest groups, 2009
                                                                                                                          • Leisure: Gaming for Everyone

                                                                                                                            • Key points
                                                                                                                              • Games consoles
                                                                                                                                • Figure 44: Have console in home, by tech interest groups, by gender, 2009
                                                                                                                                • Figure 45: Ownership/interest in games consoles, October 2009
                                                                                                                              • Games playing – anytime, anywhere
                                                                                                                                • Figure 46: Methods used regularly to play video/electronic games, October 2009
                                                                                                                                • Figure 47: Methods used regularly to play video/electronic games – men, by age, October 2009
                                                                                                                                • Figure 48: Methods used regularly to play video/electronic games – women, by age, October 2009
                                                                                                                              • Tech personality and games playing
                                                                                                                                • Figure 49: Methods use regularly to play video/electronic games, by tech personality, October 2009
                                                                                                                            • Technology and the Future

                                                                                                                              • Key points
                                                                                                                                • The future is mobile…
                                                                                                                                  • Figure 50: Use of mobile phone – all respondents and smartphone owners, October 2009
                                                                                                                                • Has technology improved our lives?
                                                                                                                                  • Will it improve our lives in future?
                                                                                                                                    • What do consumers still need from technology?
                                                                                                                                    • Appendix – Overview – Embracing Technology?

                                                                                                                                        • Figure 51: Attitudes towards new technology products, by tech personality, October 2009
                                                                                                                                        • Figure 52: Tech personality groups, by demographic group, October 2009
                                                                                                                                        • Figure 53: Tech competency groups, by demographic group, October 2009
                                                                                                                                    • Appendix – Staying Connected

                                                                                                                                        • Figure 54: Activities done regularly using internet, by demographic group, tech competency and tech personality, October 2009
                                                                                                                                        • Figure 55: Smartphone ownership, by demographic group, tech competency and tech personality, October 2009

                                                                                                                                    Companies Covered

                                                                                                                                    • Bebo Inc
                                                                                                                                    • British Broadcasting Corporation (BBC)
                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Flickr
                                                                                                                                    • Google UK
                                                                                                                                    • HMV Retail Ltd
                                                                                                                                    • Interactive Advertising Bureau (UK)
                                                                                                                                    • Microsoft Ltd (UK)
                                                                                                                                    • mmO2 plc
                                                                                                                                    • MySpace.com
                                                                                                                                    • Nintendo UK Entertainment Ltd
                                                                                                                                    • Nokia Corporation (UK)
                                                                                                                                    • Panasonic
                                                                                                                                    • Research in Motion Uk Ltd.
                                                                                                                                    • Samsung Electronics (UK) Ltd
                                                                                                                                    • Sony (UK) Ltd
                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                    • Tesco Plc
                                                                                                                                    • Twitter, Inc.
                                                                                                                                    • Virgin Media Ltd
                                                                                                                                    • Virgin Mobile
                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                    • YouTube, Inc.

                                                                                                                                    iPhone Generation - UK - November 2009

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