Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Consumer technology products
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- Figure 1: Household/personal ownership of consumer technology products, January and April 2013
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- Figure 2: Household ownership of computers and e-readers, January 2012 - April 2013
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- Figure 3: Personal ownership of mobile phones, January 2012 - April 2013
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- Figure 4: Plans for purchase or upgrade of consumer technology products in the next three months, January and April 2013
- Online activities
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- Figure 5: Online activities performed in the past three months, April 2013 and percentage-point change between April 2012 and April 2013
- Digital advertising
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- Figure 6: Digital advertising seen, clicked on and bought from within the past three months, April 2013
- Emails most effective in terms of click conversion
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- Figure 7: Proportion of people who have clicked on or bought from an advert they have seen in the past three months, April 2013
- People aged 25-34 most likely to respond to online ads
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- Figure 8: Digital adverts bought from in the past three months, by age, April 2013
- Attitudes towards digital advertising
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- Figure 9: Attitudes towards digital advertising, April 2013
- European comparisons
- Household ownership of technology products
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- Figure 10: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, April/May 2013
- Televisions
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- Figure 11: Household ownership of television sets in France, Germany, Italy, Spain and the UK, April/May 2013
- Computers and e-readers
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- Figure 12: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, April/May 2013
- Online activities
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- Figure 13: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, May 2013
- What we think
Consumer Technology Products
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- Key points
- Ownership patterns of consumer technology products
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- Figure 14: Household/personal ownership of consumer technology products, January and April 2013
- Planned purchase or upgrade of consumer technology products
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- Figure 15: Plans for purchase or upgrade of consumer technology products in the next three months, January and April 2013
- Televisions
- Ownership patterns
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- Figure 16: Household ownership of television sets, January and April 2013
- Men quicker to convert to new generation of TVs
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- Figure 17: Household ownership of HD TVs, Smart TVs and 3D TVs, by gender, April 2013
- Plans for purchase or upgrade
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- Figure 18: Plans for purchase or upgrade of television sets in the next three months, January and April 2013
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- Figure 19: Sony 55” W90 Smart 3D LED TV, launched spring 2013
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- Figure 20: Sony 55” W80 Smart 3D LED TV, launched spring 2013
- Dads prompting purchases of new TVs
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- Figure 21: Plans to purchase any television in the next three months, by mums and dads, April 2013
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- Figure 22: Screen shot of the Sony Google TV menu, launched in Summer 2012
- Home entertainment
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- Figure 23: Household ownership of home entertainment devices, January and April 2013
- Plans for purchase or upgrade
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- Figure 24: Plans for purchase or upgrade of home entertainment in the next three months, January and April 2013
- Computers and e-readers
- Ownership patterns
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- Figure 25: Household ownership of computers and e-readers, January and April 2013
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- Figure 26: Household ownership of computers and e-readers, January 2012 - April 2013
- Kindle looks to make its mark on the tablet market
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- Figure 27: Kindle Fire HD 8.9” tablet, October 2012
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- Figure 28: Google Nexus 10 tablet, made by Samsung, launched November 2012
- Demographic ownership patterns
- Two thirds of men still own a desktop PC
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- Figure 29: Household ownership of computers and e-readers, by gender, April 2013
- Tablets now present in over half of homes with five or more people
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- Figure 30: Household ownership of laptop/netbooks, desktops, tablets and e-readers, by household size, April 2013
- Portable factor is key for younger consumers
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- Figure 31: Household ownership of laptop/netbook, desktop and tablet computers, by age, April 2013
- Plans for purchase or upgrade
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- Figure 32: Plans for purchase or upgrade of computers and e-readers in the next three months, January and April 2013
- Demographic patterns in intended purchases
- People aged 16-24 now far more interested in buying tablets
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- Figure 33: Plans for purchase or upgrade of tablet computers in the next three months, by age, January and April 2013
- Men are more interested in purchasing a new computer
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- Figure 34: Plans for purchase or upgrade of computers in the next three months, by gender, April 2013
- People with children more likely to want new computers
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- Figure 35: Plans for purchase or upgrade of computers in the next three months, by people with or without children, April 2013
- Digital cameras
- Digital camera market becomes increasingly dependent on the wealthy
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- Figure 36: Household ownership of digital or video cameras, by gross annual household income, April 2013
- Growing DSLR segment can help market to attract more young photographers
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- Figure 37: Ownership and plans to purchase or upgrade digital or video cameras, by age, April 2013
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- Figure 38: Canon EOS 100D DSLR, launched April 2013
- Mobile phones
- Ownership patterns
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- Figure 39: Personal ownership of mobile phones, January 2012 - April 2013
- Demographic ownership patterns
- Smartphone ownership tails off amongst over-45s
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- Figure 40: Personal ownership of mobile phones, by age, April 2013
- People on low incomes are still more likely to own a smartphone
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- Figure 41: Personal ownership of mobile phones, by gross annual household income, April 2013
- Financial situation has very little bearing on smartphone ownership
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- Figure 42: Personal ownership of mobile phones, by financial situation, April 2013
- Plans for purchase or upgrade
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- Figure 43: Plans for purchase or upgrade of smartphones in the next three months, by age, January and April 2013
- News, trends and analyses
- 4G price war about to begin
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- Figure 44: 4G Demonstration point within an EE retail store, 2013
- Google Glass gives app developers a new perspective
- Content is king: subscriptions funding discounts on hardware
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- Figure 45: Don Mattrick, President of the Interactive Entertainment Business at Microsoft, pictured at the Xbox One launch event, May 2013
Online Activities
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- Key points
- Online activities performed
- On any device
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- Figure 46: Online activities performed in the past three months, April 2013 and percentage-point change between April 2012 and April 2013
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- Figure 47: Gogobot and Foodspotting apps shown on Facebook timeline, 2013
- On a computer
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- Figure 48: Online activities performed in the past three months on a computer, April 2013 and percentage-point change between April 2012 and April 2013
- On a smartphone
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- Figure 49: Online activities performed in the past three months on a smartphone, April 2013 and percentage-point change between April 2012 and April 2013
- On a tablet
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- Figure 50: Online activities performed in the past three months on a tablet, April 2013 and percentage-point change between April 2012 and April 2013
- Social and sharing activities
- Variations by device
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- Figure 51: Social and sharing online activities performed in the past three months, by device, April 2013
- Variations by gender
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- Figure 52: Social and sharing online activities performed in the past three months, by gender, April 2013
- Variations by age
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- Figure 53: Social and sharing online activities performed in the past three months, by age, April 2013
- Variations by region
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- Figure 54: Social and sharing online activities performed in the past three months, by region, April 2013
- The quest for information
- Variations by device
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- Figure 55: Information-finding activities performed online in the past three months, by device, April 2013
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- Figure 56: Flipboard app, shown on an iPhone, 2013
- Variations by gender
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- Figure 57: Information-finding activities performed online in the past three months, by gender, April 2013
- Variations by age
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- Figure 58: Information-finding activities performed online in the past three months, by age, April 2013
- Variations by region
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- Figure 59: Information-finding activities performed online in the past three months, by region, April 2013
- Online shopping
- Variations by device
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- Figure 60: Online shopping activities performed in the past three months, by device, April 2013
- Variations by gender
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- Figure 61: Online shopping activities performed in the past three months, by gender, April 2013
- Variations by age
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- Figure 62: Online shopping activities performed in the past three months, by age, April 2013
- Variations by region
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- Figure 63: Online shopping activities performed in the past three months, by region, April 2013
- Online entertainment
- Variations by device
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- Figure 64: Online entertainment activities performed in the past three months, by device, April 2013
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- Figure 65: Apple’s iTunes service, shown on an iPad, MacBook Air and iPhone
- Variations by gender
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- Figure 66: Online entertainment activities performed in the past three months, by gender, April 2013
- Variations by age
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- Figure 67: Online entertainment activities performed in the past three months, by age, April 2013
- Variations by region
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- Figure 68: Online entertainment activities performed in the past three months, by region, April 2013
Digital Advertising
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- Key points
- Banner ads reach a large audience, but click conversion is low
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- Figure 69: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
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- Figure 70: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
- Emails most effective in terms of click conversion
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- Figure 71: Proportion of people who have clicked on or bought from an advert they have seen in the past three months, April 2013
- In-game adverts convert more clickers into purchasers
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- Figure 72: Proportion of people who have bought something as a result of clicking on this advertising format in the past three months, April 2013
- Paid search: a tool for awareness rather than instant conversion
- People aged 25-34 most likely to respond to online ads
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- Figure 74: Digital adverts bought from in the past three months, by age, April 2013
- Apple’s iOS providing effective platform for ads
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- Figure 75: Digital advertising seen in the past three months, by owners of Apple products, April 2013
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- Figure 76: Top ten mobile devices, by share of mobile ad impressions, February 2013
- Potential of mobile ads starting to be realised
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- Figure 77: Example of a ‘fan page’ on Facebook, May 2013
Attitudes Towards Digital Advertising
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- Key points
- Personalised advertising ‘crosses the line’ for some, but others prefer it
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- Figure 78: Attitudes towards digital advertising, April 2013
- Comical and personally tailored ads appeal to online buyers
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- Figure 79: Attitudes towards digital advertising, by consumers who have bought something via a digital ad within the past three months, April 2013
- Men are more positive about digital advertising
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- Figure 80: Attitudes towards digital advertising, by gender, April 2013
- Online advertising annoys but absorbs young people
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- Figure 81: Attitudes towards digital advertising, by age, April 2013
European Comparisons
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- Ownership of consumer technology products
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- Figure 82: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, April/May 2013
- Televisions
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- Figure 83: Household ownership of television sets in France, Germany, Italy, Spain and the UK, April/May 2013
- Home entertainment systems
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- Figure 84: Household ownership of home entertainment systems in France, Germany, Italy, Spain and the UK, April/May 2013
- Computers and e-readers
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- Figure 85: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, April/May 2013
- Mobile phones
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- Figure 86: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, April/May 2013
- Other portable devices
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- Figure 87: Personal ownership of digital cameras and sat-nav devices in France, Germany, Italy, Spain and the UK, April/May 2013
- Online Activities
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- Figure 88: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, May 2013
- Figure 89: Online activities performed in the past three months in France, May 2013
- Figure 90: Online activities performed in the past three months in Germany, May 2013
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- Figure 91: Online activities performed in the past three months in Italy, May 2013
- Figure 92: Online activities performed in the past three months in Spain, May 2013
Appendix – Consumer Technology Products
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- Figure 93: Technology products have in household, April 2013
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- Figure 94: Most popular technology products have in household, by demographics, April 2013
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- Figure 95: Next most popular technology products have in household, by demographics, April 2013
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- Figure 96: Other technology products have in household, by demographics, April 2013
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- Figure 97: Technology products personally owned, April 2013
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- Figure 98: Technology products personally owned, by demographics, April 2013
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- Figure 99: Technology products plan to buy/upgrade in the next three months, April 2013
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- Figure 100: Most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
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- Figure 101: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
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- Figure 102: Other technology products plan to buy/upgrade in the next three months, by demographics, April 2013
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- Figure 103: Least popular technology products plan to buy/upgrade in the next three months, by demographics, April 2013
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- Figure 104: Technology products plan to buy/upgrade in the next three months, by most popular technology products have in household, April 2013
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- Figure 105: Technology products plan to buy/upgrade in the next three months, by next most popular technology products have in household, April 2013
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- Figure 106: Technology products plan to buy/upgrade in the next three months, by other technology products have in household, April 2013
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- Figure 107: Technology products plan to buy/upgrade in the next three months, by technology products personally owned, April 2013
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Appendix – Online Activities
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- Figure 108: Online activities done in the last three months, April 2013
- Figure 109: Online activities performed in the past three months, April 2012 – April 2013
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- Figure 110: Most popular online activities done on any device in the last three months, April 2013
- Figure 111: Next most popular online activities done on any device in the last three months, April 2013
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- Figure 112: Next most popular online activities done on any device in the last three months, April 2013
- Figure 113: Other online activities done on any device in the last three months, April 2013
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- Figure 114: Least popular online activities done on any device in the last three months, April 2013
- Figure 115: Most popular online activities done on a computer in the last three months, April 2013
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- Figure 116: Next most popular online activities done on a computer in the last three months, April 2013
- Figure 117: Next most popular online activities done on a computer in the last three months, April 2013
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- Figure 118: Other online activities done on a computer in the last three months, April 2013
- Figure 119: Least popular online activities done on a computer in the last three months, April 2013
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- Figure 120: Most popular online activities done on a tablet in the last three months, April 2013
- Figure 121: Next most popular online activities done on a tablet in the last three months, April 2013
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- Figure 122: Next most popular online activities done on a tablet in the last three months, April 2013
- Figure 123: Other online activities done on a tablet in the last three months, April 2013
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- Figure 124: Least popular online activities done on a tablet in the last three months, April 2013
- Figure 125: Most popular online activities done on a smartphone in the last three months, April 2013
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- Figure 126: Next most popular online activities done on a smartphone in the last three months, April 2013
- Figure 127: Next most popular online activities done on a smartphone in the last three months, April 2013
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- Figure 128: Other online activities done on a smartphone in the last three months, April 2013
- Figure 129: Least popular online activities done on a smartphone in the last three months, April 2013
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Appendix – Digital Advertising
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- Figure 130: Digital advertising seen, clicked on and bought from within the past 3 months, April 2013
- Online advert (eg banner, pop-up, display ad)
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- Figure 131: Online adverts seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Promotional video
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- Figure 132: Promotional videos seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Sponsored link on a search engine
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- Figure 133: Sponsored links on search engines, seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Advert on a social media site
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- Figure 134: adverts on social media sites seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Advert based on browsing history
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- Figure 135: Adverts based on browsing history seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Advert within a game
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- Figure 136: Adverts within a game seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Advert or promotion within an email
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- Figure 137: Adverts or promotions within an email seen, clicked on and bought from within the past 3 months, by demographics, April 2013
- Figure 138: People who have seen, clicked on or bought from any type of digital advert, by demographics, April 2013
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- Figure 139: Digital advertising seen, clicked on and bought from within the past 3 months by ownership and awareness of apple product, April 2013
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Appendix – Attitudes Towards Digital Advertising
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- Figure 140: Attitudes towards digital advertising, April 2013
- Figure 141: Most popular attitudes towards digital advertising, by demographics, April 2013
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- Figure 142: Next most popular attitudes towards digital advertising, by demographics, April 2013
- Figure 143: Attitudes towards digital advertising, by people who have clicked on or bought from any digital advert within the past 3 months, April 2013
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- Figure 144: Attitudes towards digital advertising by most popular attitudes towards digital advertising, April 2013
- Figure 145: Attitudes towards digital advertising by next most popular attitudes towards digital advertising, April 2013
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Appendix – European Comparisons – Technology Ownership
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- Figure 146: Technology products owned by household/personally owned, by country, May 2013
- Figure 147: Technology products owned by household/personally owned, by country, May 2013
- Figure 148: Most popular technology products owned by household/personally owned, by demographics, May 2013
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- Figure 149: Next most popular technology products owned by household/personally owned, by demographics, May 2013
- Figure 150: Other technology products owned by household/personally owned, by demographics, May 2013
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- Figure 151: Most popular technology products owned by household/personally owned, by demographics, France, May 2013
- Figure 152: Next most popular technology products owned by household/personally owned, by demographics, France, May 2013
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- Figure 153: Other technology products owned by household/personally owned, by demographics, France, May 2013
- Figure 154: Most popular technology products owned by household/personally owned, by demographics, Germany, May 2013
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- Figure 155: Next most popular technology products owned by household/personally owned, by demographics, Germany, May 2013
- Figure 156: Other technology products owned by household/personally owned, by demographics, Germany, May 2013
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- Figure 157: Most popular technology products owned by household/personally owned, by demographics, Italy, May 2013
- Figure 158: Next most popular technology products owned by household/personally owned, by demographics, Italy, May 2013
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- Figure 159: Other technology products owned by household/personally owned, by demographics, Italy, May 2013
- Figure 160: Most popular technology products owned by household/personally owned, by demographics, Spain, May 2013
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- Figure 161: Next most popular technology products owned by household/personally owned, by demographics, Spain, May 2013
- Figure 162: Other technology products owned by household/personally owned, by demographics, Spain, May 2013
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- Figure 163: Technology products owned by household/personally owned, across France, Italy, Germany and Spain, by demographics, May 2013
- Figure 164: Technology products owned by household/personally owned, by demographics, France, May 2013
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- Figure 165: Technology products owned by household/personally owned, by demographics, Germany, May 2013
- Figure 166: Technology products owned by household/personally owned, by demographics, Italy, May 2013
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- Figure 167: Technology products owned by household/personally owned, by demographics, Spain, May 2013
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