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
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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