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Description

Description

“Brands’ presence needs to become device-agnostic in order to be able to convert shoppers into buyers at any point of the consumer journey regardless of the device they are on, thus eliminating the risk of losing them in the process of redirecting to another device/platform.”
– Sara Ballaben, Senior Technology Analyst

This report discusses the following key topics:

  • What’s beyond multi-channel strategies?
  • Trust and loyalty in the technology products market

Consumers show a highly price-driven attitude when it comes to technology purchases, which results in online-only retailers being the most common reference point and most visited type of retailer when shopping around for these products. Specialist retailers that can offer expert opinions and advice follow in second position – a reflection of the fact that product specifications are the second most likely factor that consumers would prioritise when buying technology.

This Report investigates the process of researching and buying technology products in the UK, with a focus on the consumer journey to the purchase, both online and offline.

For the purposes of this Report, the phrase ‘technology products’ refers to four product categories surveyed and researched by Mintel – desktop/laptop computers, smartphones, tablets and televisions. These products were selected to provide a snapshot of purchasing habits in key technology sectors.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Smartphones are the fastest growing technology product
              • Figure 1: Household ownership of technology products, April 2015 and April 2016
            • Top players outperform market decline
              • Figure 2: Estimated distribution of spending on electrical goods, 2014 and 2015
            • The consumer
              • Shopping around online a must in the consumer journey to purchase
                • Figure 3: Activities likely to be done to shop around for technology products, April 2016
              • Online-only retailers are the most common reference point
                • Figure 4: Types of retailers consumers would use when shopping around for technology products, April 2016
              • Four in five consumer journeys start online
                • Figure 5: Activity consumers would do first when shopping around for technology products, April 2016
              • From multichannel to device-agnostic
                • Figure 6: Devices used to shop around for technology products online, April 2016
              • Technology purchases highly price-driven
                • Figure 7: Attitudes to the decision making process, April 2016
              • Televisions have shorter path to purchase
                • Figure 8: Timeline to purchase of technology products, April 2016
              • What we think
              • Issues and Insights

                • What’s beyond multi-channel strategies?
                  • The facts
                    • The implications
                      • Trust and loyalty in the technology products market
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • Smartphones are the fastest growing technology product
                              • Top players outperform market decline
                                • In-store channel remains strong
                                  • Non-specialist retailers the most popular
                                    • Retailers focusing on convenience and destination shopping
                                    • Market Drivers

                                      • Smartphones are the fastest growing technology product...
                                        • Figure 9: Household ownership of technology products, April 2015 and April 2016
                                      • …and the most common technology purchase in the last year
                                        • Figure 10: Technology products bought in the last 12 months, April 2016
                                      • Tablets and desktops losing appeal
                                        • Figure 11: Plans to purchase or upgrade consumer technology products, by timescale, April 2016
                                      • Top players outperform market decline
                                        • Figure 12: Estimated distribution of spending on electrical goods, 2014 and 2015
                                      • Dixons Carphone strengthened its market leadership in 2015
                                        • Figure 13: Estimated market shares of the leading specialist and non-specialist retailers of electrical goods, 2014 and 2015
                                      • After-sales services can encourage a shop-first mindset
                                        • Figure 14: Attitudes to electrical goods retailers, November 2015
                                    • Channels to Market

                                      • In-store channel remains strong
                                        • Figure 15: Channel used for technology products purchased in the past 12 months, November 2015
                                      • Non-specialist retailers the most popular
                                        • Figure 16: Type of retailer used for technology products purchased in the past 12 months, November 2015
                                        • Figure 17: Type of retailer used for technology products in the past 12 months, by channel used for technology products purchased in the past 12 months, November 2015
                                      • Straight to You
                                        • Apple turns its stores into classrooms
                                        • The Consumer – What You Need to Know

                                          • Shopping around online a must in the consumer journey to purchase
                                            • Online-only retailers are the most common reference point
                                              • Four in five consumer journeys start online
                                                • From multichannel to device-agnostic
                                                  • Technology purchases highly price-driven
                                                    • Televisions have shorter path to purchase
                                                    • The Information Gathering Process

                                                      • Shopping around online a must in the consumer journey to purchase
                                                        • Figure 18: Activities likely to be done to shop around for technology products, April 2016
                                                      • The shrinking digital divide
                                                        • Figure 19: Activities likely to be done to shop around for technology products (Nets), by age, April 2016
                                                      • Online-only retailers are the most common reference point
                                                        • Figure 20: Types of retailers consumers would use when shopping around for technology products, April 2016
                                                      • Men get technical, women get advice
                                                        • Figure 21: Activities likely to be done to shop around for technology products, by gender, April 2016
                                                      • Multichannel presence remains key
                                                        • Figure 22: Repertoire of activities likely to be done to shop around for technology products, April 2016
                                                    • First Step of the Information Gathering Process

                                                      • Four in five consumer journeys start online
                                                        • Figure 23: Activity consumers would do first when shopping around for technology products, by online and offline, April 2016
                                                      • The challenge of peer influence
                                                        • Figure 24: Activity consumers would do first when shopping around for technology products, April 2016
                                                        • Figure 25: Activity consumers would do first when shopping around for technology products, April 2016
                                                    • Devices Used in the Information Gathering Process

                                                      • From multichannel to device-agnostic
                                                        • Figure 26: Devices used to shop around for technology products online, April 2016
                                                      • Digital divide shifting from channels to preferred devices
                                                        • Figure 27: Devices used to shop around for technology products online (Nets), by age, April 2016
                                                    • Attitudes to the Decision Making Process

                                                      • Technology purchases highly price-driven
                                                        • Figure 28: Attitudes to the decision making process, April 2016
                                                      • Brand loyalty peaks among men and 16-24s
                                                        • Driving brand loyalty in the information gathering process
                                                          • Figure 29: Select activities likely to be done to shop around for technology products, by attitudes to the decision making process, April 2016
                                                          • Figure 30: Types of brands that consumers have or would interact with on social/media networks, March 2016
                                                      • Timeline to Purchase

                                                        • Televisions have shorter path to purchase
                                                          • Figure 31: Timeline to purchase of technology products, April 2016
                                                          • Figure 32: Attitudes to the decision making process, by technology products bought in the last 12 months, April 2016
                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                        • Data sources
                                                          • Abbreviations

                                                          About the report

                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                          • The Consumer

                                                            What They Want. Why They Want It.

                                                          • The Competitors

                                                            Who’s Winning. How To Stay Ahead.

                                                          • The Market

                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                          • The Innovations

                                                            New Ideas. New Products. New Potential.

                                                          • The Opportunities

                                                            Where The White Space Is. How To Make It Yours.

                                                          • The Trends

                                                            What’s Shaping Demand – Today And Tomorrow.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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