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Digital Trends Quarterly - UK - December 2018

“People are getting ever more confident in using their smartphones for online shopping. In the earlier days of smartphone evolution, security concerns and the perceived inconvenience held them back. Now, however, with people much more likely to have biometric security on their smartphone than on their computer, their handsets provide an arguably more convenient way of going through the payment process without the need to remember multiple passwords.”

- Matt King – Category Director, Technology and Media Research

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Table of contents

  1. Overview

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

          • Personal technology
            • Manufacturers focus on mid-range, with the threat from Chinese brands set to grow
              • Figure 1: Ownership of mobile phones, January 2012-September 2018
            • Fitness bands resilient in the face of smartwatch competition
              • Figure 2: Ownership of wearable devices, November 2014-September 2018
            • Household technology
              • Where next for voice?
                • Figure 3: Ownership of voice-controlled speakers and VR headsets, December 2017-September 2018
              • Hybrids off to a slow start
                • Figure 4: Ownership of computers, by form factor. June 2017-September 2018
              • Online activities
                • Signs of brand engagement fatigue on social media
                  • Confidence in smartphones for financial management and online shopping on the up
                    • Figure 5: Online activities done in the last three months on any device*, October 2017-September 2018
                  • Special focus: Augmented Reality
                    • Gaming and photo augmentation the most popular so far but the future is information-driven
                      • Figure 6: Use of smartphones for AR-based activities, September 2018
                      • Figure 7: Future interest in using smartphone for AR-based activities, September 2018
                  • Personal Technology – Headline Data

                      • Ownership of mobile phones
                        • Figure 8: Ownership of mobile phones, January 2012-September 2018
                        • Figure 9: Ownership of mobile phones and smartwatches (source data), January 2012-September 2018
                        • Figure 10: Smartphone and basic mobile phone ownership combinations, June 2017-September 2018
                        • Figure 11: Smartphone and basic mobile phone ownership combinations (source data), June 2017-September 2018
                      • Ownership of wearable technology
                        • Figure 12: Ownership of wearable devices, November 2014-September 2018
                        • Figure 13: Ownership of wearable devices (source data), November 2014-September 2018
                      • Ownership of other personal technology
                        • Figure 14: Ownership of other personal technology products, December 2013-September 2018
                        • Figure 15: Ownership of other personal technology products (source data), December 2013-September 2018
                      • Recent personal technology purchases
                        • Figure 16: Personal technology products bought in the last three months, June 2017-September 2018
                        • Figure 17: Personal technology products bought in the last three months (source data), June 2017- September 2018
                      • Planned personal technology purchases
                        • Figure 18: Personal technology products plan to buy in the next three months, June 2017-September 2018
                        • Figure 19: Personal technology products plan to buy in the next three months (source data), June 2017-September 2018
                    • Personal Technology – Market Commentary

                        • Chinese smartphone brands likely to gain UK share next year
                          • Huawei expecting strong growth in 2019…
                            • …while Xiaomi is making a virtue of thin profit margins
                              • Figure 20: Xiaomi Mi 8 landing page, November 2018
                            • Samsung responds to the Chinese threat with beefed-up mid-range
                              • The foldable phone is finally here
                                • Figure 21: Samsung Infinity Flex display announcement, November 2018
                              • Tablets could be foldable phones’ biggest competitor
                                • Camera competition continues, both in hardware…
                                  • …and software
                                    • Innovation behind the screens
                                      • Fitness bands resilient in the face of smartwatch competition
                                        • Hybrid watches facing the challenge of heritage
                                          • Women helping fitness bands stay the course
                                            • Figure 22: Ownership of fitness bands/sports watches and smartwatches, by age and gender, September 2018
                                        • Household Technology – Headline Data

                                            • Ownership of computers
                                              • Figure 23: Household ownership of computers, January 2012-September 2018
                                              • Figure 24: Household ownership of computers (source data), January 2012-September 2018
                                              • Figure 25: Ownership of computers, by form factor. June 2017-September 2018
                                              • Figure 26: Ownership of computers, by form factor (source data), June 2017-September 2018
                                              • Figure 27: Computer ownership combinations, June 2017-September 2018
                                              • Figure 28: Computer ownership combinations (source data), June 2017-September 2018
                                            • Ownership of TVs
                                              • Figure 29: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2018
                                              • Figure 30: Household ownership of HD and Ultra HD 4K televisions (source data), July 2016-September 2018
                                              • Figure 31: TV ownership combinations, June 2017-September 2018
                                              • Figure 32: TV ownership combinations (source data), June 2017-September 2018
                                            • TV connectivity
                                              • Figure 33: Type of TV internet connection, June 2017-September 2018
                                              • Figure 34: Type of TV internet connection (source data), June 2017-September 2018
                                            • Ownership of other household technology
                                              • Figure 35: Ownership of other household technology products, January 2012-September 2018
                                              • Figure 36: Ownership of other household technology products (source data), January 2012-September 2018
                                              • Figure 37: Ownership of voice-controlled speakers and VR headsets, December 2017-September 2018
                                              • Figure 38: Ownership of voice-controlled speakers and VR headsets (source data), December 2017-September 2018
                                            • Recent computer and static console purchases
                                              • Figure 39: Computers and static consoles bought in the last three months, June 2017-September 2018
                                              • Figure 40: Computers and static consoles bought in the last three months (source data), June 2017-September 2018
                                            • Planned computer and static console purchases
                                              • Figure 41: Computers or static consoles plan to buy in the next three months, June 2017-September 2018
                                              • Figure 42: Computers or static consoles plan to buy in the next three months (source data), June 2017-September 2018
                                            • Recent TV purchases
                                              • Figure 43: TVs bought in the last three months, June 2017-September 2018
                                              • Figure 44: TVs bought in the last three months (source data), June 2017-September 2018
                                            • Planned TV purchases
                                              • Figure 45: TVs plan to buy in the next three months, June 2017-September 2018
                                              • Figure 46: TVs plan to buy in the next three months (source data), June 2017-September 2018
                                          • Household Technology – Market Commentary

                                              • Where next for voice?
                                                • Looking for an Early Majority
                                                  • Figure 47: Diffusion of innovations curve
                                                • Increasing intelligence
                                                  • Desktops not being replaced
                                                    • Hybrids off to a slow start
                                                      • Could Microsoft’s new subscription model kick-start the category?
                                                      • Online Activities – Headline Data

                                                          • Online activities across all devices
                                                            • Figure 48: Online activities done in the last three months on any device*, October 2017-September 2018
                                                            • Figure 49: Online activities done in the last three months on any device* (source data), October 2017-September 2018
                                                          • Online activities on a desktop/laptop
                                                            • Figure 50: Online activities done in the last three months on a desktop/laptop, October 2017-September 2018
                                                            • Figure 51: Online activities done in the last three months on a desktop/laptop (source data), October 2017-September 2018
                                                          • Online activities on a tablet
                                                            • Figure 52: Online activities done in the last three months on a tablet, October 2017-September 2018
                                                            • Figure 53: Online activities done in the last three months on a tablet (source data), October 2017-September 2018
                                                          • Online activities on a smartphone
                                                            • Figure 54: Online activities done in the last three months on a smartphone, October 2017-September 2018
                                                            • Figure 55: Online activities done in the last three months on a smartphone (source data), October 2017-September 2018
                                                          • Use of new technology
                                                            • Figure 56: Use of new technology in the last three months, April 2017-September 2018
                                                            • Figure 57: Use of new technology in the last three months (source data), April 2017-September 2018
                                                        • Online Activities – Market Commentary

                                                            • Signs of brand engagement fatigue on social media
                                                              • Tablets losing out in the engagement stakes
                                                                • Millennials shifting content consumption from tablets to smartphones
                                                                  • Figure 58: Watched streaming videos on tablets or smartphones in the last three months, by generation, June 2018
                                                                • Confidence in smartphones for financial management on the up…
                                                                  • Figure 59: Preferred method of unlocking smartphone, February 2018
                                                                • …with a concurrent rise in online shopping
                                                                  • Accessing local info on the go
                                                                    • Companies must make the most of maps
                                                                      • Figure 60: “Explore” view in Google Maps
                                                                  • Special Focus: Augmented Reality – Headline Data

                                                                      • Use of smartphone AR
                                                                        • Figure 61: Use of smartphones for AR-based activities, September 2018
                                                                        • Figure 62: Use of smartphones for AR-based activities (source data), September 2018
                                                                      • Future interest in smartphone AR
                                                                        • Figure 63: Future interest in using smartphone for AR-based activities, September 2018
                                                                        • Figure 64: Future interest in using smartphone for AR-based activities (source data), September 2018
                                                                    • Special Focus: Augmented Reality – Market Commentary

                                                                        • Encouraging repeat use the first challenge to overcome
                                                                          • Figure 65: Pokémon Go screenshot
                                                                        • E-commerce and in-app purchases are key to early monetisation
                                                                          • Figure 66: Adidas shoppable Snapchat Lens
                                                                        • Apple betting big on AR…
                                                                          • …and could use Apple Watch success to drive AR hardware interest
                                                                            • Information is power
                                                                              • Figure 67: Gatwick passenger app
                                                                            • A mainstream appeal for information-based AR
                                                                              • Figure 68: Future interest in using smartphone for AR-based activities, by generation, September 2018
                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Data sources
                                                                              • Abbreviations

                                                                              Digital Trends Quarterly - UK - December 2018

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