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Digital Trends Quarterly - UK - September 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 social and media-related activities including use of social networks and messaging services, online news and video consumption, photo and video sharing and gaming.


“Despite the fact that simple, quick interactions will be key to maximising the potential of voice out of home, brands can also encourage people to request more information about their products for later review. People are never going to buy a pension or book a holiday through their digital assistant while they’re waiting for a train, but they could be encouraged to request more information to read later, particularly if incentivised with discounts or sign-up bonuses.”

– Matt King, Category Director, Technology and Media Research

This report examines the following issues:

  • Smartphones remain the most-bought device despite the challenge of innovation
  • Smartwatch growth continues, with wearable camera ownership also on the rise
  • Signs of a resurgence in desktop ownership
  • Peripherals driving growth in TV connectivity
  • News consumption leads to increased tablet activity
  • People getting happier to use voice both in and out of home

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Table of contents

  1. Overview

      • Covered in this Report
      • Executive Summary

          • Smartphones remain the most-bought device despite the challenge of innovation
            • Figure 1: Ownership of mobile phones, January 2012-June 2019
          • Smartwatch growth continues, with wearable camera ownership also on the rise
            • Figure 2: Ownership of wearable devices, November 2014-June 2019
          • Signs of a resurgence in desktop ownership
            • Figure 3: Ownership of computers, January 2012-June 2019
          • Peripherals driving growth in TV connectivity
            • Figure 4: Household TV connectivity, January 2019-June 2019
          • News consumption leads to increased tablet activity
            • Figure 5: Online activities done in the last three months on a tablet, June 2017-June 2019
          • People getting happier to use voice both in and out of home
            • Figure 6: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
            • Figure 7: Devices controlled by voice commands in the last three months, June 2019
        • Headline Data – Technology Ownership and Purchasing

          • Data highlights
            • Mobile phone ownership
              • Figure 8: Ownership of mobile phones, January 2012-June 2019
            • Wearable technology ownership
              • Figure 9: Ownership of wearable devices, November 2014-June 2019
            • Other personal technology ownership
              • Figure 10: Ownership of digital/video cameras and portable games consoles, December 2013-June 2019
            • Computer ownership
              • Figure 11: Ownership of computers, January 2012-June 2019
            • Computer form factors
              • Figure 12: Ownership of computers, by form factor. June 2017-June 2019
            • TV ownership
              • Figure 13: Household ownership of HD and Ultra HD 4K televisions, July 2016-June 2019
            • TV connectivity
              • Figure 14: Household TV connectivity, January 2019-June 2019
            • Other household technology ownership
              • Figure 15: Ownership of other household technology products, January 2012-June 2019
            • Recent purchasing
              • Figure 16: Technology products bought in the last three months, June 2017-June 2019
            • Planned purchasing
              • Figure 17: Technology products plan to buy in the next three months, June 2017-June 2019
          • Headline Data – Online Activities

            • Data highlights
              • Activities on any device
                • Figure 18: Online activities done in the last three months on any device*, June 2017-June 2019
              • Activities on a desktop/laptop
                • Figure 19: Online activities done in the last three months on a desktop/laptop, June 2017-June 2019
              • Activities on a tablet
                • Figure 20: Online activities done in the last three months on a tablet, June 2017-June 2019
              • Activities on a smartphone
                • Figure 21: Online activities done in the last three months on a smartphone, June 2017-June 2019
              • Other digital activity
                • Figure 22: Other digital activity in the last three months, April 2017-June 2019
            • Headline Data – Special Focus: Voice

              • Data highlights
                • Voice command use situations
                  • Figure 23: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
                • Devices controlled by voice
                  • Figure 24: Devices controlled by voice commands in the last three months, June 2019
              • Key Trends This Quarter

                • New iPhone models tell the story of the smartphone market
                  • Continued smartwatch growth highlights wearables’ potential to combat screen fatigue
                    • Could esports drive a desktop market resurgence?
                      • Growth in peripherals as more TVs get connected
                        • Hybrid laptops see biggest growth in recent purchasing
                          • News drives increased online activity across the board
                            • Consumers showing increased willingness to use voice out of home
                            • Insight: Positive Signs for Tablet Market as Usage Increases

                              • News leads the way in increased tablet activity
                                • Figure 25: Growth/decline in online activities, by device, January 2019-June 2019
                              • All-you-can-eat subscriptions can further boost paid news consumption
                                • Figure 26: Apple News+ subscription service homepage
                              • Longer-form content is key for tablets
                                • Figure 27: Type of online national newspaper article most willing to pay for, by devices used to access national news in the last three months, November 2018
                              • Meanwhile, manufacturers are pushing productivity…
                                • Figure 28: Samsung Galaxy Tab S4, with DeX
                              • …at more appealing prices
                                • More work = more play
                                  • Greatest growth potential among 25-34s
                                    • Figure 29: Tablet ownership, split by laptop owners and non-laptop owners, June 2019
                                    • Figure 30: Use of tablets for working or studying at home, May 2019
                                  • More productivity on the horizon
                                  • Insight: Growing Out-of-home Opportunities for Voice Technology

                                    • People getting happier to use voice on-the-go
                                      • Using voice on a smartphone isn’t that smart
                                        • Wearables provide greater potential
                                          • Fitbit puts Alexa front and centre
                                            • Figure 31: Fitbit Versa 2, with Alexa
                                          • Hearables make the conversation flow
                                            • Figure 32: Second generation AirPods, featuring “Hey Siri”
                                          • Stepping stones to wider use
                                            • Opportunities for brands
                                              • Figure 33: Regularity of activities performed with voice-controlled speakers, April 2018
                                            • Experimenting with new ways to commercialise voice control
                                            • Insight: Focus on Families

                                              • Parents among the biggest buyers in all tech categories
                                                • Figure 34: Technology products bought in the last three months, June 2019
                                              • Hybrid households
                                                • Figure 35: Ownership of hybrid, laptop and tablet computers, by age of children in household vs all adults, June 2019
                                              • Parents of 5-11-year-olds the biggest buyers of smartphones
                                                • Challenger brands well positioned to compete on price
                                                  • Safety concerns will play a key role in purchase decisions
                                                    • Recording early experiences head-on
                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                      • Data sources
                                                        • Abbreviations

                                                        Digital Trends Quarterly - UK - September 2019

                                                        £1,995.00 (Excl.Tax)