Digital Trends Summer - UK - June 2013
“Manufacturers of technology products are placing more emphasis on monetising their content platforms, so much so that they are often willing to take a hit on hardware margins. This trend, where content is becoming king, could start to expand into more product sectors as brands may look to subsidise product costs alongside fixed-term subscriptions.”
– Paul Davies, Senior Technology Analyst
Some questions answered in this report include:
- What are the household and personal ownership figures of different technology products, and what is driving change over time?
- Which devices are consumers most interesting in purchasing or upgrading over the next three months?
- What are the most popular online activities and how does this differ by device?
- Which types of digital advertising reach the most consumers, and which are most likely to convert impressions into clicks or purchases?
- How do consumers feel about different elements of online advertising?
The year 2013 is shaping up to deliver a significant increase in household tablet penetration, which has now reached 35% as of April 2013 (up from 24% six months earlier). Generally consumers are buying this handheld device in addition to, and not instead of laptops and desktop computers.
The television industry is likely to continue its decline in value as the absence of a major international football tournament in 2013 means the sector will not receive its biennial boost. On top of this, the innovations that are most likely to drive consumer interest (Ultra-HD and OLED screens) will only reach the most premium models this year.
Mintel’s latest research reveals that 34% of consumers feel ads that relate to their browsing history are intrusive, although some are open to sharing data if it means they will see more relevant advertising.
Generally, email promotions are the most effective type of digital ad, in terms of converting user impressions into clicks or purchases.
This report examines the trends in consumer technology and digital media in the UK, looking at changes in device ownership over the past three months; consumers’ purchasing intentions; changes in online activity and analyses what industry developments are driving these changes.
This edition also takes a first look at digital advertising, investigating which forms of online advertsconsumers are most likely to notice, click on and buy from. Consumers’ attitudes towards digital advertising are also analysed.
Digital Trends also provides top-level comparisons of technology ownership and participation in onlineactivities in the UK against that of consumers in France, Germany, Italy and Spain.
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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