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Youth Technology - UK - October 2010

The report examines how 16-25-year-olds perceive, use and purchase new technology products. It explores strategies for effectively targeting this group and methods for circumventing some of the aforementioned inhibiting factors.

  • An established brand is not essential to make in-roads with 16-25s. The majority do not see brand as a significant factor when making new technology purchases, with just two in five agreeing that it is ‘very important’ to them. By contrast, about three in five place importance on appearance, multiple features and price.
  • 16-25s do not generally make impulse purchases. Nearly three in four use saved up wages to buy new technology products while over half (52%) wait for Christmas for parents to buy products for them.
  • Contrary to popular assumption, most young people do not simply follow their friends when making technology purchases. Only 14% agree that ‘I often buy the same things my friends have’.
  • Despite growth in the broader smartphone market, they are not yet owned by a majority of 16-25s. Some 41% say they own one, and though this ranks higher than 28% ownership across the general population, they are still among the least owned technology products in this age group. Price is a significant barrier to wider ownership, with most young people inhibited by low purchasing power.
  • Almost eight in ten own a portable computer, with ownership driven by the increased prevalence of flexible payment schemes and the growing importance of them as study tools. DVD players (74%) and games consoles (70%) also rank among the most widely owned devices.
  • On-demand movie services are not generally used among 16-25s. Only 18% say they have paid for an on demand movie in the last 12 months. By contrast, about two in three say they have streamed video online.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Is there a market for technology that limits its own usage?
              • Emphasising in-home education
              • Market in Brief

                • Young want value for money
                  • Established brand is not essential
                    • Portable computers most popular technology, smartphones yet to reach mass market
                      • Young don’t normally impulse buy
                        • Limited in store purchasing
                        • Internal Market Environment

                          • Key points
                            • Students and young adults support portable computer sales
                              • Figure 1: UK retail sales of laptops, 1998-2009
                            • Young benefit from lower-priced DVD players
                              • Figure 2: UK retail sales of DVD systems, by volume and value, 2004-09
                            • Teen and young adult men drive games sales
                              • Figure 3: UK retail sales of video and computer games,1998-2009
                            • Young males drive interest in TV sets
                              • Figure 4: Total market size for retail sales of TV sets (small and large screens), by volume and value, 2004-09
                            • 16-25s lag behind in smartphone ownership
                              • Figure 5: UK mobile phone revenues, 2004-09
                          • Broader Market Environment

                            • Key points
                              • UK getting older
                                • Figure 6: Trends in the age structure of the UK population, 2005-15
                              • Growth in broadband access an inherent market driver
                                • Figure 7: UK broadband penetration, by gender and age group, 2004-09
                              • Rising unemployment limits purchasing power
                                • Figure 8: Employment and unemployment, by gender, 2005-15
                              • Major UK sporting events provide platform for enhanced viewing formats
                                • Figure 9: Interest in watching sport on 3DTVs at home, by gender and age, March 2010
                            • Competitive Context

                              • Key points
                                • In-home entertainment vs. out of home leisure
                                  • Figure 10: Impact of economic downturn on leisure activities, by demographics, March 2010
                                • Saturated youth market
                                  • Growth in the informal consumer electronics market
                                    • Figure 11: Profile of eBay UK online customers, Nov 2009-Jan 2010
                                • Strengths and Weaknesses in the Market

                                    • Strengths
                                      • Weaknesses
                                      • Who’s Innovating?

                                        • Key points
                                          • Sixth sense technology: Will the young take hold?
                                            • Toshiba is no soft touch
                                              • The PCubee: Gaming’s ‘Jack in the Box’
                                                • Samsung drives mobile projection
                                                  • The ‘eye’ phone
                                                  • Brand Communication and Promotion

                                                    • Key points
                                                      • Cross-media strategy for multimedia consumers
                                                        • Social media advertising, should we believe the hype?
                                                          • Figure 12: Total unique visitor numbers to selected social network sites, UK, June 2008-August 2010
                                                        • Mobile advertising excites technology marketers
                                                          • Figure 13: Statements on mobile internet usage, April 2010
                                                      • Ownership of Technology

                                                        • Key points
                                                          • Portable computers popular choice for young adults
                                                            • Figure 14: Electrical devices owned, February 2010
                                                          • Most youngsters have to save up before buying new tech
                                                            • Figure 15: Purchasing methods, February 2010
                                                          • Young need financial support to boost ownership
                                                            • Figure 16: Electronic devices owned and used, by statements on buying technology products, February 2010
                                                        • Attitudes Towards Technology

                                                          • Key points
                                                            • Appearance and design rank as most important issues
                                                              • Figure 17: Attitudes towards new technology, February 2010
                                                            • Most young adults are Tech Fashionistas
                                                              • Figure 18: Attitudinal groups, February 2010
                                                            • Men and woman often exhibit different attitudes towards new technology
                                                              • Figure 19: Attitudinal groups, by gender, February 2010
                                                            • Age is also an important factor
                                                              • Figure 20: Attitudinal groups, by age, February 2010
                                                            • Socio-economic group not a determining factor
                                                              • Figure 21: Attitudinal groups, by socio-economic group, February 2010
                                                            • Value Seekers lag behind in tech ownership
                                                              • Figure 22: Electronic devices owned and used, by attitudes towards new technology, February 2010
                                                              • Figure 23: Statements on buying technology products, by attitudes towards new technology, February 2010
                                                          • Music and Video Habits

                                                            • Key points
                                                              • High street buying in decline
                                                                • Figure 24: Statements on music and video habits, February 2010
                                                              • Direct correlation between socio-economic group and buying in-store
                                                                • Figure 25: Bought music or video in store, by socio-economic group, February 2010
                                                              • Differences in male and female patterns of behaviour
                                                                • Figure 26: Music and video habits, by gender, February 2010
                                                            • Appendix – Ownership of Technology

                                                                • Figure 27: Most popular electrical devices owned, by demographics, February 2010
                                                                • Figure 28: Next most popular electronic devices owned and used, by demographics, February 2010
                                                                • Figure 29: Statements on buying technology products, by most popular electronic devices owned and used, February 2010
                                                                • Figure 30: Statements on buying technology products, by next most popular electronic devices owned and used, February 2010
                                                            • Appendix – Attitudes Towards Technology

                                                                • Figure 31: Attitudes towards new technology, February 2010
                                                                • Figure 32: Attitudes towards new technology, by most popular electronic devices owned and used, February 2010
                                                                • Figure 33: Attitudes towards new technology, by next most popular electronic devices owned and used, February 2010
                                                            • Appendix – Music and Video Habits

                                                                • Figure 34: Most popular statements on music and video habits, by demographics, February 2010
                                                                • Figure 35: Next most popular statements on music and video habits, by demographics, February 2010

                                                            Companies Covered

                                                            • Apple Computer UK Ltd
                                                            • Barclays Bank plc
                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                            • Channel 4
                                                            • Currys
                                                            • Domino's Pizza UK & IRL, plc
                                                            • Facebook, Inc.
                                                            • Fédération Internationale de Football Association
                                                            • Ford Motor Company Limited (UK)
                                                            • Foursquare
                                                            • Fujitsu Limited
                                                            • Gamestation Limited
                                                            • Google UK
                                                            • Government Actuary's Department (GAD)
                                                            • HMV Retail Ltd
                                                            • HTC
                                                            • Interactive Advertising Bureau (UK)
                                                            • Kantar Media
                                                            • Microsoft Ltd (UK)
                                                            • MySpace.com
                                                            • Napster Inc.
                                                            • Nintendo UK Entertainment Ltd
                                                            • Nokia Corporation (UK)
                                                            • Ofcom
                                                            • Pepsi-Cola UK
                                                            • PricewaterhouseCoopers
                                                            • Research in Motion Uk Ltd.
                                                            • Sony (UK) Ltd
                                                            • Spotify AB
                                                            • Tesco Plc
                                                            • Toshiba Corporation
                                                            • Twitter, Inc.
                                                            • Universities & Colleges Admissions Service (UCAS)
                                                            • Virgin Media Ltd
                                                            • Xfm
                                                            • YouTube, Inc.

                                                            Youth Technology - UK - October 2010

                                                            £1,995.00 (Excl.Tax)