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Digital Trends Quarterly - UK - July 2019

Covered in this report

This report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops, and smartphones), as well as the methods that people have used to connect to the internet in the last three months.

Mintel’s Digital Trends Report series examines what types of activities consumers have performed online using PCs (laptops or desktops), tablets and smartphones. In each quarter, we focus on a different aspect of consumer behaviour, and this edition focuses on financial, transactional and product/brand-related activities, including online shopping, managing finances and reading/writing product reviews.

Furthermore, every edition contains a Special Focus section, where we address a particular aspect of the consumer technology market. This edition’s Special Focus is on the impact of online influencers on people’s purchase decisions.

“Although many actors and actresses, sports stars and musicians have huge social media presences, it is YouTubers or vloggers whose social media activity is most likely to be influencing people’s purchase choices. These are people whose living, in many cases, is dependent on amassing enough views, likes and followers to make money from advertising and make them attractive marketing spokespeople for brands.
“Crucially, these vloggers and YouTubers are people whose personal brands were born online. They have an instinctive grasp of how to best use the medium, and they also have an online credibility that can be hard to match for celebrities who came to fame through more conventional media.”

This report examines the following issues:

  • Smartphone ownership remains flat while smartwatches continue steady growth
  • Niche computer form factors increasing their appeal
  • 4K TV ownership up to more than one in five households, while voice growth continues
  • Transactional activity growing, but fewer people are liking or following brands on social media
  • YouTubers/vloggers the key influencers, with clothing and accessories the most-influenced category

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Table of contents

  1. Overview

      • Covered in this Report
      • Executive Summary

          • Smartphone ownership remains flat while smartwatches continue steady growth
            • Figure 1: Ownership of mobile phones, January 2012-April 2019
            • Figure 2: Ownership of wearable devices, November 2014-April 2019
          • Niche computer form factors increasing their appeal
            • Figure 3: Ownership of computers, by form factor, June 2017-April 2019
          • 4K TV ownership up to more than one in five households, while voice growth continues
            • Figure 4: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2019
          • Transactional activity growing, but fewer people are liking or following brands on social media
            • Figure 5: Online activities done in the last three months on any device*, October 2017-April 2019
          • YouTubers/vloggers the key influencers, with clothing and accessories the most-influenced category
            • Figure 6: Types of social media influencers who have prompted people to make purchases, April 2019
        • Headline Data – Technology Ownership and Purchasing

          • Data highlights
            • Mobile phone ownership
              • Figure 7: Ownership of mobile phones, January 2012-April 2019
            • Wearable technology ownership
              • Figure 8: Ownership of wearable devices, November 2014-April 2019
            • Other personal technology ownership
              • Figure 9: Ownership of digital/video cameras and portable games consoles, December 2013-April 2019
            • Computer ownership
              • Figure 10: Ownership of computers, January 2012-April 2019
            • Computer form factors
              • Figure 11: Ownership of computers, by form factor. June 2017-April 2019
            • TV ownership
              • Figure 12: Household ownership of HD and Ultra HD 4K televisions, July 2016-April 2019
            • TV connectivity
              • Figure 13: Household TV connectivity, January 2019-April 2019
            • Other household technology ownership
              • Figure 14: Ownership of other household technology products, January 2012-April 2019
            • Recent purchasing
              • Figure 15: Technology products bought in the last three months, June 2017-April 2019
            • Planned purchasing
              • Figure 16: Technology products plan to buy in the next three months, June 2017-April 2019
          • Headline Data – Online Activities

            • Data highlights
              • Activities on any device
                • Figure 17: Online activities done in the last three months on any device*, October 2017-April 2019
              • Activities on a desktop/laptop
                • Figure 18: Online activities done in the last three months on a desktop/laptop, October 2017-April 2019
              • Activities on a tablet
                • Figure 19: Online activities done in the last three months on a tablet, October 2017-April 2019
              • Activities on a smartphone
                • Figure 20: Online activities done in the last three months on a smartphone, October 2017-April 2019
              • Use of new technology
                • Figure 21: Use of new technology in the last three months, April 2017-April 2019
            • Headline Data – Special Focus: Influencers

              • Data highlights
                • Type of influencer
                  • Figure 22: Types of social media influencers who have prompted people to make purchases, April 2019
                • Purchases prompted by influencers
                  • Figure 23: Purchases/activities prompted by influencers, April 2019
                • Influencer platforms
                  • Figure 24: Platforms where people have seen influencer content that prompted purchases/activities, April 2019
              • Key Trends This Quarter

                • Gradual growth in smartwatch ownership and purchase intentions continues
                  • Hybrid laptops gaining traction…
                    • …as all-in-one desktop ownership hits highest level to date
                      • TVs continue to get sharper and smarter, while VR ownership edges towards 10%
                        • Voice growth shows no signs of slowing
                          • The smartphone is the default payment mechanism for under-25s
                            • Continuing decline in liking or following brands on social media
                              • YouTubers and vloggers top the influencer charts
                                • Clothing and accessories are the most-influenced purchases
                                • Insight: Moving Smartwatches into the Mainstream

                                  • Growth continues but early-adopter market nearly exhausted
                                    • Spending power holding back the under-25s, but the desire is there
                                      • Figure 25: Smartwatch ownership and intention to purchase, by age and gender, April 2019
                                    • Design and youth-focused features make Fitbit best-placed to fill the gap
                                      • Innovation needs a traditional package
                                        • Figure 26: Withings Move ECG
                                      • Watchmaker and fashion brands need to catch up
                                      • Insight: Hybrids to the Rescue in the Laptop Market?

                                        • The challenge of market maturity
                                          • Looking for growth from within
                                            • Potential hybrid buyers’ laptop habits differ from other laptop owners
                                              • Figure 27: Activities done on laptops in the home, by types of laptop considering buying purchase in the next 12 months, April 2019
                                            • Streaming and productivity are key messages to push
                                            • Insight: Smartphones at the Intersection of Online Spending and Financial Management

                                              • The barriers to m-commerce have disappeared
                                                • Mobile spending on the rise in-store as well as online
                                                  • Figure 28: Shopping online on desktops/laptops and smartphones in the last three months, April 2019
                                                  • Figure 29: Activities done on a smartphone in the last three months – Made a mobile contactless payment (eg Android Pay, Apple Pay)
                                                • Money management at their fingertips
                                                  • Figure 30: Managing finances on desktops/laptops and smartphones in the last three months, April 2019
                                                  • Figure 31: Money Dashboard Budget Planner
                                                • Tapping into managed spending
                                                  • Figure 32: Cleo, on Facebook Messenger
                                              • Insight: The Impact of Influencers on Consumer Choices

                                                • Who are the influencers?
                                                    • Figure 33: Types of social media influencers who have prompted people to make purchases, April 2019
                                                  • Food follows fashion in influencer-prompted purchase rankings
                                                    • Figure 34: Purchases/activities prompted by influencers, April 2019
                                                    • Figure 35: Myprotein “The Body Coach” protein range
                                                  • On trend with travel
                                                    • Choosing the right influencer
                                                      • YouTubers/vloggers making their mark on beauty
                                                        • Figure 36: Purchases/activities prompted by influencers, by selected types of influencer (1), April 2019
                                                      • New breed of celebrities setting the trends in fashion
                                                        • Figure 37: Purchases/activities prompted by influencers, by selected types of influencer (2), April 2019
                                                      • Seeking a voice of authority for technology purchases
                                                        • Figure 38: Purchases/activities prompted by influencers, by selected types of influencer (3), April 2019
                                                      • YouTube by far the most influential platform
                                                          • Figure 39: Platforms where people have seen influencer content that prompted purchases/activities, April 2019
                                                        • More monetisation options arriving
                                                          • FameBit creates a direct path to purchase on YouTube
                                                            • Instagram turns sponsored content into ads
                                                              • Proceed, but with caution
                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                • Data sources
                                                                  • Abbreviations

                                                                  Digital Trends Quarterly - UK - July 2019

                                                                  £1,995.00 (Excl.Tax)