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UK Digital Trends Winter market report

"The launch of Google's premium Pixel and Pixel XL handsets in September will not have made things any easier for Apple and Samsung at the upper end of the smartphone market, while challenger brands like Huawei and OnePlus are releasing ever-more competitive handsets in terms of performance at more affordable prices than the flagship handsets from the two market leaders"
- Matt King - Category Director, Technology and Media Research

This report discusses the following key topics:

  • Consumer technology products
  • Internet access methods
  • Online activities

While 4K TV has established itself in a respectable 10% of UK households, a lack of content - particularly free-to-air - is still holding it back. Meanwhile, ownership of smartphones and tablets has plateaued, with the former seeing increased competition from challenger brands offering cheaper, premium handsets at the upper end of the market and the latter still trying to establish themselves as genuine laptop replacements. Trends in digital activities showing an increase in the use of the internet to find local, contextual information about things to do and places to see bodes well for companies involved in the development of personal 'digital assistants' that are being built into messaging services, one of the key early propositions of which, is making this type of information easier to find.

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Table of contents

  1. Overview

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

          • Personal Technology
            • Smartwatches becoming part of the tech landscape
              • Figure 1: Ownership of mobile phones and smartwatches, January 2012-October 2017
            • Flagship smartphone launches boost buying and purchase intentions
              • Figure 2: Recent and planned purchases of smartphones, July 2017 and October 2017
            • Household Technology
              • Computer sales in decline, with no signs of ownership growth
                • Figure 3: Household ownership of computers, January 2012-October 2017
                • Figure 4: Ownership of computers, by form factor. October 2017
              • AIOs benefiting from back-to-school boost?
                • Figure 5: Computers and games consoles bought in the last three months, October 2017
              • Challenges remain for 4K TV
                • Figure 6: Household ownership of HD and Ultra HD 4K televisions, July 2016-October 2017
              • Online activities
                • Desktops dominate in review reading but not writing
                  • Figure 7: Online activities done in the last three months, October 2017
                • Voice and smart home device use growing hand-in-hand
                  • Figure 8: Use of new technology in the last three months, April 2017-October 2017
                • Special Focus: STBs and Streaming Devices
                  • Pay-TV providers lead but Amazon making its presence felt
                    • Figure 9: Set-top boxes and streaming devices have in household, October 2017
                • Data Overview – Consumer Technology Products

                    • Personal ownership of consumer technology products
                      • Figure 10: Personal ownership of consumer technology products, October 2017
                      • Figure 11: Personal ownership of consumer technology products (source data), October 2017
                      • Figure 12: Repertoire of technology products personally owned, October 2017
                      • Figure 13: Repertoire of technology products personally owned (source data), October 2017
                    • Household ownership of consumer technology products
                      • Figure 14: Household ownership of consumer technology products, October 2017
                      • Figure 15: Household ownership of consumer technology products (source data), October 2017
                      • Figure 16: Repertoire of technology products in household, October 2017
                      • Figure 17: Repertoire of technology products in household (source data), October 2017
                    • Recent and planned purchases of consumer technology products
                      • Figure 18: Consumer technology products bought in the last three months, October 2017
                      • Figure 19: Consumer technology products bought in the last three months (source data), October 2017
                      • Figure 20: Planned purchases of consumer technology products in the next three months, October 2017
                      • Figure 21: Planned purchases of consumer technology products in the next three months (source data), October 2017
                  • Personal Technology – Headline Data

                      • Ownership of mobile phones and smartwatches
                        • Figure 22: Ownership of mobile phones and smartwatches, January 2012-October 2017
                        • Figure 23: Ownership of mobile phones and smartwatches (source data), January 2012-October 2017
                        • Figure 24: Smartphone and basic mobile phone ownership combinations, October 2017
                        • Figure 25: Smartphone and basic mobile phone ownership combinations (source data), October 2017
                      • Recent and planned purchases of smartphones and smartwatches
                        • Figure 26: Recent and planned purchases of smartphones, July 2017 and October 2017
                        • Figure 27: Recent and planned purchases of smartphones (source data), July 2017 and October 2017
                        • Figure 28: Recent and planned purchases of smartwatches, July 2017 and October 2017
                        • Figure 29: Recent and planned purchases of smartwatches (source data), July 2017 and October 2017
                    • Personal Technology – Market Commentary

                        • Smartwatches becoming part of the tech landscape
                          • Luxury and designer options broadening smartwatch appeal
                            • Figure 30: Louis Vuitton Tambour Horizon
                            • Figure 31: Hugo Boss Smart Classic
                          • Flagship smartphone launches boost buying and purchase intentions…
                            • …as Black Friday anticipation builds
                              • Savvy shoppers, aspirational buyers and impulse purchasers
                                • Figure 32: Purchasing behaviours during Black Friday 2016, by gender and selected age groups, December 2016
                            • Household Technology – Headline Data

                                • Ownership of computers
                                  • Figure 33: Household ownership of computers, January 2012-October 2017
                                  • Figure 34: Household ownership of computers (source data), January 2012-October 2017
                                  • Figure 35: Ownership of computers, by form factor. October 2017
                                  • Figure 36: Ownership of computers, by form factor (source data), October 2017
                                  • Figure 37: Computer ownership combinations, October 2017
                                  • Figure 38: Computer ownership combinations (source data), October 2017
                                • Ownership of games consoles
                                  • Figure 39: Ownership of static and portable games consoles, December 2013-October 2017
                                  • Figure 40: Ownership of static and portable games consoles (source data), December 2013-October 2017
                                • Recent and planned purchases of computers and games consoles
                                  • Figure 41: Computers and games consoles bought in the last three months, October 2017
                                  • Figure 42: Computers and games consoles bought in the last three months (source data), October 2017
                                  • Figure 43: Plans to purchase computers and games consoles in the next three months, October 2017
                                  • Figure 44: Plans to purchase computers and games consoles in the next three months (source data), October 2017
                                • Ownership of TVs
                                  • Figure 45: Household ownership of HD and Ultra HD 4K televisions, July 2016-October 2017
                                  • Figure 46: Household ownership of HD and Ultra HD 4K televisions (source data), July 2016-October 2017
                                  • Figure 47: TV ownership combinations, October 2017
                                  • Figure 48: TV ownership combinations (source data), October 2017
                                • TV connectivity
                                  • Figure 49: Type of TV internet connection, June 2017 and October 2017
                                  • Figure 50: Type of TV internet connection (source data), June 2017 and October 2017
                                • Ownership of other in-home entertainment products
                                  • Figure 51: Household ownership of in-home entertainment products, January 2012-October 2017
                                  • Figure 52: Household ownership of in-home entertainment products (source data), January 2012-October 2017
                                • Recent and planned purchases of TVs
                                  • Figure 53: Televisions bought in the last three months, October 2017
                                  • Figure 54: Televisions bought in the last three months (source data), October 2017
                                  • Figure 55: Plans to purchase televisions in the next three months, October 2017
                                  • Figure 56: Plans to purchase televisions in the next three months (source data), October 2017
                              • Household Technology – Market Commentary

                                  • Computer sales in decline, with no signs of ownership growth
                                    • Figure 57: Market value for the UK desktop, laptop and tablet market, 2012-17
                                  • Convertible laptops show replacement purchase potential
                                    • Hands-free Alexa strengthens Amazon’s budget tablet proposition
                                      • AIOs benefiting from back-to-school boost?
                                        • Figure 58: HP Pavilion All-in-One, launched July 2017
                                      • Gaming PC manufacturers move to capitalise on VR development
                                        • Figure 59: OMEN X by HP P1000-001na Compact Gaming PC with Backpack
                                      • Non-gaming applications provide another gateway to the mass market
                                        • Black Friday deals on the latest consoles not as steep many would have hoped…
                                          • …but it’s a popular time to buy presents
                                            • Challenges remain for 4K TV, but 25-34s show purchase intent for Q4
                                              • Figure 60: Plans to purchase 4K TVs in the next three months, by age and gender/age, October 2017
                                            • 4K purchase intentions are dependent on consumers’ life stage
                                            • Online Activities – Headline Data

                                                • Online activities
                                                  • Figure 61: Online activities done in the last three months, October 2017
                                                  • Figure 62: Online activities done in the last three months (source data), October 2017
                                                  • Figure 63: Repertoire of online activities done on a desktop/laptop computer in the last three months, October 2017
                                                  • Figure 64: Repertoire of online activities done on a desktop/laptop computer in the last three months (source data), October 2017
                                                  • Figure 65: Repertoire of online activities done on a tablet in the last three months, October 2017
                                                  • Figure 66: Repertoire of online activities done on a tablet in the last three months (source data), October 2017
                                                  • Figure 67: Repertoire of online activities done on a smartphone in the last three months, October 2017
                                                  • Figure 68: Repertoire of online activities done on a smartphone in the last three months (source data), October 2017
                                                • New technology
                                                  • Figure 69: Use of new technology in the last three months, April 2017-October 2017
                                                  • Figure 70: Use of new technology in the last three months (source data), April 2017-October 2017
                                              • Online Activities – Market Commentary

                                                  • Voice and smart home device use growing hand-in-hand
                                                    • Figure 71: Domino’s Pizza Alexa Skill launch
                                                  • More hands-free options coming to market
                                                    • Retailers boosting VR use in-store…
                                                      • …and at-home
                                                        • Editorial content becoming a more important driver of e-commerce
                                                          • Time Inc. UK beefs up Black Friday activity
                                                            • Searchability equals success
                                                              • Desktops dominate in review reading but not writing
                                                                • Pre-planned leisure still preferable
                                                                • Special Focus: STBs and Streaming Devices – Headline Data

                                                                    • Brands of set-top boxes and streaming devices owned
                                                                      • Figure 72: Set-top boxes and streaming devices have in household, October 2017
                                                                      • Figure 73: Set-top boxes and streaming devices have in household (source data), October 2017
                                                                  • Special Focus: STBs and Streaming Devices – Market Commentary

                                                                      • Pay-TV providers lead, but Amazon making its presence felt
                                                                        • Figure 74: Amazon Fire TV and Fire TV Stick
                                                                      • Apple TV is settled in its premium niche
                                                                        • Demographic profiles reflect increasing options at different levels
                                                                          • Figure 75: Selected set-top boxes and streaming devices have in household, by gross annual household income, October 2017
                                                                          • Figure 76: Selected set-top boxes and streaming devices have in household, by age, October 2017
                                                                          • Figure 77: Selected set-top boxes and streaming devices have in household, by presence of own children, October 2017
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Data sources
                                                                          • Abbreviations