2023
9
UK Technology Trends – Summer Market Report 2023
2023-06-28T04:08:13+01:00
OX1158463
2195
164464
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Report
en_GB
"As fewer young males view the latest technology as a sign of success, the technology sector finds itself at a crossroads. There is huge interest in potentially game-changing breakout technologies,…

UK Technology Trends – Summer Market Report 2023

£ 2,195 (Excl.Tax)

Report Summary

“As fewer young males view the latest technology as a sign of success, the technology sector finds itself at a crossroads. There is huge interest in potentially game-changing breakout technologies, such the Apple Vision Pro headset. But there are significant hurdles to overcome in persuading consumers that the future of technology involves replacing many other devices with a single headset.”

– Thomas Slide, Category Director – Media and Technology

Key issues covered in this Report:

  • Trends in ownership of technology products.
  • Recent buying activity and buying intentions regarding technology products.
  • Online activities undertaken on technology devices.
  • Consumer attitudes towards technology.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • Tech Obsessives represent a shrinking target group for tech brands
              • Figure 1: Consumer segmentation analysis, by age and gender, 2023
            • Device Ownership
              • Smartphone ownership amongst 65+ shows signs of decline
                • Figure 2: Personal ownership of consumer technology products, 2023
              • HD and UHD TV ownership remains stable
                • Figure 3: Household ownership of technology, 2023
              • Recent and planned purchases
                • Consumers adopt a cautious approach with future purchases
                  • Figure 4: Technology purchased in the last 3 months and planned to purchase in the next 3 months, 2023
                • Platform usage
                  • Apple Siri is widely used amongst Generation Z
                    • Figure 5: Use of voice-activated smart assistants, 2023
                  • 5G uptake plateaus
                    • Figure 6: 5G status, 2023
                  • Shifting age profiles of Apple and Android users
                    • Figure 7: Smartphone operating system, 2023
                  • Digital Behaviours
                    • Use of devices to track exercise and diet has risen
                      • Figure 8: Digital activities, 2023
                    • Over half of smartphone users send money via apps
                      • Figure 9: Smartphone activities in the last 3 months, 2023
                    • Smartphones become an essential navigation tool
                      • Figure 10: Types of smartphone app used in the last 3 months, 2023
                  • Special Focus – Attitudes Towards Technology

                    • Consumers demand the ability to repair devices
                      • Sustainability less likely to be viewed as worth paying for
                        • Figure 11: Attitudes towards technology and the environment, 2023
                      • Cost of living crisis reduces the view of technology as a status symbol
                        • Figure 12: Attitudes towards technology and the environment, 2021, 2023
                      • Target consumer willingness to use smartphones in stores
                        • Figure 13: Attitudes towards technology, 2023
                      • Young males stop seeing technology as a sign of success
                        • Figure 14: Attitudes towards technology, 2023
                      • Interest in digital events declines as face-to-face interaction returns
                        • Figure 15: Attitudes towards technology, 2023
                    • Special Focus – Segmenting the Technology Market

                      • Tech Obsessives represent a shrinking target group for tech brands
                          • Figure 16: Consumer segmentation analysis, 2023
                        • The demographics of the consumer segments
                          • Figure 17: Consumer segmentation analysis, by age and gender, 2023
                      • Trended Data – Smartphones

                        • Smartphone ownership amongst 65+ shows signs of decline
                          • Figure 18: Smartphone ownership*, by age, 2018-23
                        • Average age of iOS owners increases
                          • Figure 19: Smartphone operating system, by age, 2022 and 2023
                        • 5G uptake plateaus
                          • Figure 20: Current 5G status, 2021-23
                        • Retail apps are widely used by the over-55s
                            • Figure 21: Types of smartphone app used in the last 3 months, 2022-23
                          • Over half of smartphone users send money via apps
                            • Figure 22: Smartphone activities, 2022-23
                          • Smartphone purchases and planned purchases decline
                            • Figure 23: Smartphone purchases in the last 3 months and purchases planned for the next 3 months, 2019-23
                        • Trended Data – Wearables

                          • Smartwatch ownership stabilises but there is growth potential for over-55s
                            • Figure 24: Ownership of wearables, 2018-23
                          • Purchasing of wearables drops back to pre-Christmas levels
                            • Figure 25: Recent purchasing of wearable technology, 2019-23
                          • Tracking exercise and diet declines for consumers aged 55-64
                            • Figure 26: Usage of a device, by age, 2021-23
                          • Generation Z plan to buy wireless over-ear headphones despite overall decline
                            • Figure 27: Planned purchases of wearable technology, 2019-23
                        • Trended Data – Gaming

                          • Gaming hardware ownership remains stable
                            • Figure 28: Ownership of gaming hardware, 2018-23
                          • Purchasing of gaming consoles declines
                            • Low-cost gaming alternatives could impact console purchases
                              • Figure 29: Gaming technology products purchased in the last 3 months, 2019-23
                            • Actual purchases of virtual reality headsets are below planned purchase levels
                              • Consumers held back on purchasing gaming hardware in the three months to April 2023 compared to what they actually planned to purchase in January 2023.
                                • Demand for static games consoles remains
                                  • Figure 30: Planned purchases of gaming technology products, 2019-23
                              • Trended Data – Computers

                                • Ownership of computers has plateaued in the past year
                                  • Figure 31: Ownership of computers, 2012-23
                                • Standard laptops show an uptick in sales
                                  • Figure 32: Ownership of computers, by form factor, 2017-23
                                • Computer purchases drop following Christmas peak…
                                  • Figure 33: Computing purchases made in the last 3 months, 2019-23
                                • …and consumers are taking a cautious approach with future purchases
                                  • Figure 34: Planned purchases of laptops and tablets, 2019-23
                              • Trended Data – TV and Media Devices

                                • HD and UHD TV ownership remains stable
                                  • Figure 35: Household ownership of HD and UHD TVs, 2016-23
                                • Planned and actual purchases of UHD TVs drop
                                  • Figure 36: Purchases and planned purchases of 4K/8K Ultra-High-Definition TV, 2019-23
                                • Smart speaker ownership rises but steps back for the over-65s
                                  • Figure 37: Household ownership of devices, 2017-23
                                • Apple Siri is widely used amongst Generation Z
                                  • Figure 38: Use of voice-activated smart assistants, 2021-23
                                • Use of devices to track exercise and diet has risen
                                  • Figure 39: Digital activities, 2020-23
                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                  • Abbreviations
                                    • Consumer research methodology

                                    About the report

                                    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.

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