2022
9
UK Digital Lives Of Consumers Market Report 2022
2022-03-18T03:07:06+00:00
OX1100887
2195
148960
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Report
en_GB
“The pandemic has accelerated adoption of technologies and increased the use of online services among the less engaged and older demographics. The online space provides opportunities for consumers to find…

UK Digital Lives Of Consumers Market Report 2022

£ 2,195 (Excl.Tax)

Report Summary

The UK Digital Lives Of Consumers report identifies consumer attitudes towards consumer digital life, digital consumer trends, and what’s next for digital consumers in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Digital Lives Of Consumers in the UK.

Current Market Landscape

Lockdowns from the COVID-19 pandemic increased the importance of online connections and provided a way for consumers to link up around shared interests. It reflects how important the digital realm is for younger consumers, whose social and digital interactions are formed and nurtured in the online space.

  • 57% of consumers think it’s “important to stick up for what you believe in online”.
  • 38% of 16-24s have “…been a victim or target of online abuse or harassment”.
  • 35% of all consumers think “it’s easier to find like-minded people online than in real life”, a figure that rises to 56% of Generation Z.

Inflation is likely to put pressure on consumers’ ability to afford expensive technology purchases, while some may postpone planned upgrades or replacements of items such as smartphones. Some consolidation of multiple video streaming services may also occur as consumers look to balance budgets. It will be crucial for brands to highlight the value that products can add to the lifestyles of consumers in order to avoid being squeezed out.

Future Market Trends in Digital Lives Of Consumers

The amount of time spent online by young people puts them at increased risk and brands will need to ensure online spaces are safe for everyone to enjoy. Failing to do so will see them face greater scrutiny and backlash from consumers.

Consumers are becoming ever more demanding of brands that align with their values. For technology brands and those operating in the digital space, it is essential to clearly demonstrate how you align with the values and what is being done to make the world a better place.

Read on to discover more details or take a look at all of our UK Technology and Telecoms market research

Quickly understand

  • The amount of time consumers are spending online and on what devices, ownership of smartphone by age.
  • Activities undertaken on desktop, tablet and laptop computers.
  • Competitive strategies of technology companies.
  • Digital communication methods consumers use to interact with friends, family and brands and businesses.
  • Security methods consumers are most comfortable using.
  • Consumers’ attitudes and behaviours towards digital interactions and technology.

Covered in this report

Brands: Apple, Samsung, Facebook.

Expert analysis from a specialist in the field

This report, written by Joe Birch, a leading analyst in the Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has accelerated adoption of technologies and increased the use of online services among the less engaged and older demographics. The online space provides opportunities for consumers to find their identity and form communities, which will increase as brands focus on building a presence in metaverses. However, ensuring that such places are safe and respectful for communities will be vital to their long-term success.

Joe Birch
Consumer Technology Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the digital lives of consumers
      • Figure 1: Category outlook, 2022-26
    • The market
    • The pandemic increased the amount of time consumers spent online
      • Figure 2: Average time spent online in UK, by computers, tablets and smartphones, in hours and minutes, 2017-20
    • Companies and brands
    • Apple goes big on data protection and privacy features
    • Samsung looks to power the connected living experience
    • Facebook looks to the metaverse as the future of its brand
    • The consumer
    • Traditional communication methods still hold strong
      • Figure 3: Methods to communicate with friends and family, last six months, 2022
    • Digital banking grows as bank branches disappear
      • Figure 4: Methods of communication with service providers and organisations last 6 months, 2022
    • Biometrics is a growing technology; safeguarding consumer identity will be key to its long-term success
      • Figure 5: Online security methods consumers are comfortable using, 2022
    • Brands can help consumers to feel safe and supported online
      • Figure 6: Consumer digital behaviours, 2022
    • Identity and community are at the heart of consumers’ lives online
      • Figure 7: Attitudes towards digital and online lifestyles, 2022
  3. Issues and Insights

    • Personalised dashboards and services will help consumers manage and act on their data
    • Technology can facilitate consumers’ sense of identity, but brands must prioritise digital safety
  4. Market Background

    • The pandemic increased the amount of time consumers spent online
      • Figure 8: Average time spent online in UK, by computers, tablets and smartphones, in hours and minutes, 2017-20
      • Figure 9: Average time spent online, by age group, 2019-20
    • Smartphone ownership surges among the over-55s
      • Figure 10: Personal ownership of smartphones, by age, 2017-21
    • 5G and full fibre rollout will lay a platform for future digital lives
    • Hybrid devices bring the best of both worlds for digital activities
      • Figure 11: Activities undertaken on Laptops, Desktops and Tablets, 2021
  5. Competitive Strategies

    • Apple goes big on data protection and privacy features
      • Figure 12: Apple’s App Privacy Report, 2021
    • Samsung looks to power the connected living experience
      • Figure 13: Samsung Home Hub, 2021
    • Connected Living will mean more convenient consumer lifestyles
    • Facebook looks to the metaverse as the future of its brand
    • Microsoft buys a significant piece of the gaming pie and eyes a potential way to build a gaming metaverse of its own
    • Amazon aims to further its hardware reach with ambient devices
      • Figure 14: Attitudes towards voice controlled smart speakers, 2021
      • Figure 15: Amazon’s Astro robot
    • Amazon looks to white label Alexa technology to make voice assistants more relatable
  6. Communicating with Friends and Family

    • Traditional communication methods still hold strong
      • Figure 16: Methods to communicate with friends and family, last six months, 2022
    • For older generations, social means email, but younger generations show a preference for public communication platforms
      • Figure 17: Methods to communicate with friends and family, last six months by generation, 2022
    • Brands can tap into voice memos and notes to communicate with younger users
      • Figure 18: Attitudes towards using voice memos and notes, by age and gender, 2022
  7. Communicating with Companies

    • Telehealth’s limitations laid bare after a year of relying on virtual health servicing
    • Digital banking grows as bank branches disappear
      • Figure 19: Methods of communication with service providers and organisations last 6 months, 2022
    • Leverage engaging chatbot experiences to streamline brand interactions
    • Brands can power their tone of voice through social media
      • Figure 20: Methods of communication with selected businesses last 6 months, 2022
  8. Security in an Online World

    • Biometrics is a growing technology; safeguarding consumer identity will be key to its long-term success
      • Figure 21: Online security methods consumers are comfortable using, 2022
    • Encourage 2FA to help protect consumers’ data and maintain brand trust
      • Figure 22: Online security methods consumers are comfortable using, Net, by generation 2022
    • Younger consumers more at ease with biometric security features
      • Figure 23: Level of comfort in using facial and fingerprint ID by age, 2021
  9. Digital Behaviours

    • Brands can help consumers to feel safe and supported online
    • Respect consumers’ rights to win their trust and build safe online spaces
      • Figure 24: Consumer digital behaviours, 2022
    • Digital IDs could find a role in streamlining and securing administrative processes
      • Figure 25: Consumer digital behaviours, 2022
    • Engage with the data creators to offer personalised services
      • Figure 26: Consumer digital behaviours 2022
  10. Attitudes towards Digital and Online Lifestyles

    • Identity and community are at the heart of consumers’ lives online
      • Figure 27: Attitudes towards digital and online lifestyles, by generation 2021
    • Consumers are willing to support brands that align with their values
      • Figure 28: Attitudes towards digital and online lifestyles, by generation 2021
    • Consumers are wary about the wider impact of technology
      • Figure 29: Attitudes towards digital and online lifestyles, 2022
  11. 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.

Market

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.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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