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UK Digital Trends Quarterly: AI and Automation Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Digital Trends Quarterly: AI and Automation market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

This Report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops and smartphones), as well as the methods that people have used to connect to the internet in the last three months.

Mintel’s Digital Trends Report series examines what types of activities consumers have performed online using PCs (Personal Computers) (laptops or desktops), tablets and smartphones. In each quarter, we focus on a different aspect of consumer behaviour, and this edition focuses on social and media-related activities including use of social networks and messaging services, online news and video consumption, photo and video sharing, and casual gaming.

In addition, every edition contains a Special Focus section, where we address a particular aspect of the consumer technology market. This edition’s Special Focus is on consumer attitudes towards some of the AI- or automation-based innovations that companies are starting to introduce across various consumer markets.

Expert analysis from a specialist in the field

Written by Matt King, a leading analyst in the Leisure, Tourism, Tech & Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The fact that digital assistants like Alexa or Siri are the most likely of the AI-based or automated products or services that people would use is a reflection of the extent to which voice controlled speakers like Amazon Echo and Google Home have quickly captured the public’s imagination. Smartphone-based digital assistants helped introduce people to the idea, but it’s the advent of voice-controlled speakers that has really started to help people see voice interaction as a real benefit rather than just a gimmick. Matt King
Head of Leisure, Tourism, Tech & Media Analyst

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Table of contents

  1. Overview

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

          • Personal technology
            • Smartphone purchasing robust but market maturity presents an ongoing challenge
              • Figure 1: Ownership of mobile phones, January 2012-June 2018
            • Lack of quarterly ownership growth unlikely to signal a stalling smartwatch market
              • Figure 2: Ownership of wearable devices, November 2014-June 2018
            • Household technology
              • Samsung and Google ramp up voice speaker competition
                • Figure 3: Ownership of voice-controlled speakers and VR headsets, December 2017-June 2018
              • Consumer computer market remains challenging despite growth in business demand
                • Figure 4: Household ownership of computers, January 2012-June 2018
              • World Cup sales bump not expected to spark a return to full-year TV market growth
                • Figure 5: Household ownership of HD and Ultra HD 4K televisions, July 2016-June 2018
              • Online activities
                • Mobile gaming gets serious
                  • Messaging and social platforms want to help people manage their lives…
                    • Figure 6: Online activities done in the last three months on any device*, June 2017-June 2018
                  • …and take responsibility for their time
                    • Special Focus: Taking photos and video
                      • Everyday people
                        • Figure 7: Frequency of taking photos or recording video, June 2018
                      • Rose-tinted lenses
                        • Digital cameras still have a role to play
                          • Figure 8: Photo/video attitudes and habits, June 2018
                      • Personal Technology – Headline Data

                          • Ownership of mobile phones
                            • Figure 9: Ownership of mobile phones, January 2012-June 2018
                            • Figure 10: Ownership of mobile phones and smartwatches (source data), January 2012-June 2018
                            • Figure 11: Smartphone and basic mobile phone ownership combinations, June 2017-June 2018
                            • Figure 12: Smartphone and basic mobile phone ownership combinations (source data), June 2017-June 2018
                          • Ownership of wearable technology
                            • Figure 13: Ownership of wearable devices, November 2014-June 2018
                            • Figure 14: Ownership of wearable devices (source data), November 2014-June 2018
                          • Ownership of other personal technology
                            • Figure 15: Ownership of other personal technology products, December 2013-June 2018
                            • Figure 16: Ownership of other personal technology products (source data), December 2013-June 2018
                          • Recent personal technology purchases
                            • Figure 17: Personal technology products bought in the last three months, June 2017-June 2018
                            • Figure 18: Personal technology products bought in the last three months (source data), June 2017- June 2018
                          • Planned personal technology purchases
                            • Figure 19: Personal technology products plan to buy in the next three months, June 2017-June 2018
                            • Figure 20: Personal technology products plan to buy in the next three months (source data), June 2017-June 2018
                        • Personal Technology – Market Commentary

                            • Smartphone purchasing robust but market maturity presents an ongoing challenge
                              • Helping people switch off – promoting quality of engagement over quantity
                                • Figure 21: iOS 12 Screen Time feature
                              • Apple leapfrogs Samsung, while the challenge from Chinese brands takes shape
                                • Lack of quarterly ownership growth unlikely to signal a stalling smartwatch market
                                  • Branding changes likely leading to consumer caution...
                                    • …but choice continues to increase
                                      • Figure 22: Emporio Armani Connected smartwatch, 2018
                                    • Apple Watch 4 represents evolution, not revolution
                                    • Household Technology – Headline Data

                                        • Ownership of computers
                                          • Figure 23: Household ownership of computers, January 2012-June 2018
                                          • Figure 24: Household ownership of computers (source data), January 2012-June 2018
                                          • Figure 25: Ownership of computers, by form factor. June 2017-June 2018
                                          • Figure 26: Ownership of computers, by form factor (source data), June 2017-June 2018
                                          • Figure 27: Computer ownership combinations, June 2017-June 2018
                                          • Figure 28: Computer ownership combinations (source data), June 2017-June 2018
                                        • Ownership of TVs
                                          • Figure 29: Household ownership of HD and Ultra HD 4K televisions, July 2016-June 2018
                                          • Figure 30: Household ownership of HD and Ultra HD 4K televisions (source data), July 2016-June 2018
                                          • Figure 31: TV ownership combinations, June 2017-June 2018
                                          • Figure 32: TV ownership combinations (source data), June 2017-June 2018
                                        • TV connectivity
                                          • Figure 33: Type of TV internet connection, June 2017-June 2018
                                          • Figure 34: Type of TV internet connection (source data), June 2017-June 2018
                                        • Ownership of other household technology
                                          • Figure 35: Ownership of other household technology products, January 2012-June 2018
                                          • Figure 36: Ownership of other household technology products (source data), January 2012-June 2018
                                          • Figure 37: Ownership of voice-controlled speakers and VR headsets, December 2017-June 2018
                                          • Figure 38: Ownership of voice-controlled speakers and VR headsets (source data), December 2017-June 2018
                                        • Recent computer and static console purchases
                                          • Figure 39: Computers and static consoles bought in the last three months, June 2017-June 2018
                                          • Figure 40: Computers and static consoles bought in the last three months (source data), June 2017-June 2018
                                        • Planned computer and static console purchases
                                          • Figure 41: Computers or static consoles plan to buy in the next three months, June 2017-June 2018
                                          • Figure 42: Computers or static consoles plan to buy in the next three months (source data), June 2017-June 2018
                                        • Recent TV purchases
                                          • Figure 43: TVs bought in the last three months, June 2017-June 2018
                                          • Figure 44: TVs bought in the last three months (source data), June 2017-June 2018
                                        • Planned TV purchases
                                          • Figure 45: TVs plan to buy in the next three months, June 2017-June 2018
                                          • Figure 46: TVs plan to buy in the next three months (source data), June 2017-June 2018
                                      • Household Technology – Market Commentary

                                          • Computer market remains challenging despite growth in business demand
                                            • Lenovo gets busy across the board
                                              • Figure 47: Lenovo Yoga S730
                                            • Microsoft and Samsung look to take a bite out of Apple
                                              • Asus gets touchy
                                                • Figure 48: Asus ZenBook Pro 15
                                              • Samsung’s Home coming to the speaker market
                                                • Figure 49: Samsung Galaxy Home
                                              • Google Home Max amps up competition in the premium segment
                                                • Home entertainment brands can use voice to set themselves apart
                                                  • Figure 50: Sonos Beam
                                                • World Cup TV sales bump not expected to spark a return to full-year growth
                                                  • Looking beyond 4K
                                                  • Online Activities – Headline Data

                                                      • Online activities across all devices
                                                        • Figure 51: Online activities done in the last three months on any device*, June 2017-June 2018
                                                        • Figure 52: Online activities done in the last three months on any device* (source data), June 2017-June 2018
                                                      • Online activities on a desktop/laptop
                                                        • Figure 53: Online activities done in the last three months on a desktop/laptop, June 2017-June 2018
                                                        • Figure 54: Online activities done in the last three months on a desktop/laptop (source data), June 2017-June 2018
                                                      • Online activities on a tablet
                                                        • Figure 55: Online activities done in the last three months on a tablet, June 2017-June 2018
                                                        • Figure 56: Online activities done in the last three months on a tablet (source data), June 2017-June 2018
                                                      • Online activities on a smartphone
                                                        • Figure 57: Online activities done in the last three months on a smartphone, June 2017-June 2018
                                                        • Figure 58: Online activities done in the last three months on a smartphone (source data), June 2017-June 2018
                                                      • Use of new technology
                                                        • Figure 59: Use of new technology in the last three months, April 2017-June 2018
                                                        • Figure 60: Use of new technology in the last three months (source data), April 2017-June 2018
                                                    • Online Activities – Market Commentary

                                                        • Mobile gaming gets serious
                                                          • More AR arrivals
                                                            • Figure 61: Harry Potter Wizards Unite AR game online placeholder, September 2018
                                                          • Messaging and social platforms want to help people manage their lives…
                                                            • …and take responsibility for their time
                                                              • Figure 62: Facebook and Instagram time management tools
                                                            • Fake news and social media manipulation continue to make headlines
                                                            • Special Focus: Taking Photos and Video – Headline Data

                                                                • Frequency of taking photos and recording video
                                                                  • Figure 63: Frequency of taking photos or recording video, June 2018
                                                                  • Figure 64: Frequency of taking photos or recording video (source data), June 2018
                                                                • Photo and video attitudes and habits
                                                                  • Figure 65: Photo/video attitudes and habits, June 2018
                                                                  • Figure 66: Photo/video attitudes and habits (source data), June 2018
                                                              • Special Focus: Taking Photos and Video – Market Commentary

                                                                  • Smartphone photography drives decline in camera market but rise in online sharing
                                                                    • Everyday people and the “selfie generation”
                                                                      • Figure 67: Agreement with the statement “I use both the rear- and front-facing cameras on my phone to take photos or record videos", by generation, June 2018
                                                                    • Rose-tinted lenses
                                                                      • Figure 68: Snapchat Lens Explorer
                                                                    • Conversation starters
                                                                      • Figure 69: Instagram questions sticker
                                                                    • Painting a positive picture
                                                                      • Digital cameras still have a role to play
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Data sources
                                                                          • Abbreviations