2025
9
UK Technology Trends: Winter 2025
2025-11-28T12:01:01+00:00
REPC8275649_A169_4E79_BA4C_6D98C1C7AC76
2195
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Report
en_GB
This report looks at the following areas: Smartphone ownership, operating system, app usage and 5G connectivity Smartphone and other recent digital activities Ownership of devices across computing, gaming, TV and…
UK
Technology
simple

UK Technology Trends: Winter 2025

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    • Opportunities for the technology market

  2. SPECIAL FOCUS – CONSUMER ATTITUDES TOWARDS AGENTIC AI CONCEPT

    • Over two in five are comfortable with AI handling tasks on their behalf
    • But comfort levels vary by age and gender
    • Graph 1: comfortable with AI handling activities from start to finish on their behalf, by age and gender, 2025
    • Consumers are most receptive to using agentic AI for leisure experiences
    • A major push towards agentic AI
    • Trust is the biggest barrier to agentic AI adoption
    • Graph 2: reasons for discomfort with AI handling activities on their behalf, 2025

  3. PURCHASING ACTIVITY

    • Wireless earbuds see the largest dip since June, while planned smartphone purchases remain high
    • Graph 3: technology products bought in the last three months, 2025
    • Graph 4: plans to buy technology products in the next three months, 2025

  4. SMARTPHONES

    • Smartphone ownership is near universal among under-65s
    • Graph 5: smartphone ownership, by age, 2025
    • 5G take-up continues, while Android continues to dominate
    • Graph 6: 5G smartphone connectivity, 2022-25
    • Graph 7: smartphone operating system, by generation, 2025
    • Shopping and streaming lead the way in smartphone apps used
    • Graph 8: mobile apps used in the last three months, 2025
    • Most people use smartphones for practical reasons, except Gen Z
    • Graph 9: smartphone activities in the last three months, 2025
    • Digital natives are keen to reduce screen time

  5. WEARABLES

    • Smartwatch ownership sees largest increase
    • Graph 10: wearables ownership, 2024-25
    • Health priorities vary by gender
    • Graph 11: health priorities, by gender, 2025
    • Smartwatches get AI upgrades for personalised experiences
    • More discreet wearables is still niche
    • Graph 12: “I am interested in a more discreet wearable alternative to smartwatches (eg smaller devices, devices integrated into clothing),” 2025

  6. COMPUTERS

    • Standard laptops reinforce position as the most owned computing device
    • Graph 13: computing device ownership, by generation, 2025
    • Multiple computing device ownership peaks among families with younger kids
    • Graph 14: computing device ownership – NET, 2025

  7. TV AND MEDIA DEVICES

    • Television is the key feature of the home
    • Graph 15: media devices in the household, 2025
    • Use of smart home devices regardless of home ownership
    • Graph 16: using a smart home device connected to the internet in the last three months, by housing situation, 2025
    • Nearly two thirds have used a voice assistant in the last three months
    • Key opportunities in smart home technology

  8. GAMING

    • Static games consoles remain the most popular gaming device
    • Graph 17: gaming devices in the household, 2025
    • Graph 18: gaming devices in the household, by age and gender, 2025
    • Ownership dips among households with kids
    • Graph 19: games console ownership, by presence of children, 2025
    • Mobile gaming is being driven by men
    • Graph 20: played games on a smartphone in the last three months, by age and gender, 2025
    • Social channels are the shopfront for gaming discovery
    • Graph 21: game discovery methods, past three months, 2025
    • Microsoft finally enters the handheld market in partnership with Asus
    • VR headsets, controllers and new distribution methods increase gaming’s reach

  9. APPENDIX

    • Abbreviations and terms
    • Generations
    • Consumer research methodology

This report looks at the following areas:

  • Smartphone ownership, operating system, app usage and 5G connectivity
  • Smartphone and other recent digital activities
  • Ownership of devices across computing, gaming, TV and media
  • Recent and planned purchases of technology devices
  • Attitudes towards the agentic AI concept

While over two in five UK adults are receptive to the concept of agentic AI, significant concerns about the concept persist.

Sam Nguyen, Senior Retail Analyst

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