Table of Contents
Executive Summary
-
- Consumer technology products
- Ownership of consumer technology products
-
- Figure 1: Household/personal ownership of consumer technology products, December 2013 and April 2014
- Planned purchase or upgrade of consumer technology products
-
- Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April 2014
- Computers and e-readers
- Ownership patterns
-
- Figure 3: Household ownership of computers and e-readers, January 2012-April 2014
- Mobile phones
- Ownership patterns
-
- Figure 4: Personal ownership of mobile phones, January 2012-April 2014
- Devices used to access the internet
- Consumers connect using myriad devices
-
- Figure 5: Devices used to access the internet, April 2014, and percentage point change between January 2013 and April 2014
- Online activities
- On any device
-
- Figure 6: Online activities performed in the past three months, April 2014 and percentage point change between December 2013 and April 2014
- Digital advertising
- Two fifths of consumers click on digital ads
-
- Figure 7: Digital advertising seen and clicked on within the past three months, April 2014
- Attitudes towards digital advertising
- Managing the balance between monetisation and usability
-
- Figure 8: Attitudes towards digital advertising, April 2014
- The internet of things
- New ‘in-home’ devices hold most appeal
-
- Figure 9: Interest in new technology devices and products, April 2014
- Attitudes towards smartwatches
- Some 44% of potential smartwatch buyers interested in a trial service
-
- Figure 10: Attitudes towards smartwatches, April 2014
- What we think
Consumer Technology Products – Overview
-
- Key points
- Ownership of consumer technology products
-
- Figure 11: Household/personal ownership of consumer technology products, December 2013 and April 2014
- Planned purchase or upgrade of consumer technology products
-
- Figure 12: Plans for purchase or upgrade of consumer technology products in the next three months, April 2014
Consumer Technology Products – Televisions
-
- Key points
- Ownership
-
- Figure 13: Household ownership of television sets, December 2013 and April 2014
-
- Figure 14: Household ownership of television sets, by television type, January 2012-April 2014
- Plans for purchase or upgrade
-
- Figure 15: Plans for purchase or upgrade of television sets in the next three months, April 2014
- Demographic breakdown – by gender
- Women now just as likely as men to own a smart TV
-
- Figure 16: Household ownership of televisions, by gender, April 2014
- FIFA World Cup likely to drive more purchases from men
-
- Figure 17: Plans to purchase any television in the next three months, by gender, April 2014
- Demographic breakdown – by age
- A third of 25-34s now own a smart TV
-
- Figure 18: Household ownership of televisions, by age, April 2014
- Branded stores could help brands to demonstrate smart TVs to older consumers
-
- Figure 19: Plans to purchase any television in the next three months, by age, April 2014
- Consumers start to ditch secondary sets
-
- Figure 20: Number of televisions in household, June 2013 and April 2014
Consumer Technology Products – Computers, Tablets and e-readers
-
- Key points
- Ownership patterns
-
- Figure 21: Household ownership of computers and e-readers, January 2012-April 2014
- Plans for purchase or upgrade
-
- Figure 22: Plans for purchase or upgrade of computers and e-readers in the next three months, April 2014
- The number of homes with all three form factors continues to rise
-
- Figure 23: Household ownership of computers, by form factor, April 2014
- Demographic breakdown – by gender
- Tablets lack of e-ink means e-readers are still popular – particularly with women
-
- Figure 24: Household ownership of computers and e-readers, by gender, April 2014
- Men most likely to be considering an upgrade
-
- Figure 25: Plans for purchase or upgrade of computers and e-readers in the next three months, by gender, April 2014
- Demographic breakdown – by age
- e-readers buck the trend with an older audience
-
- Figure 26: Household ownership of computers and e-readers, by age, April 2014
- Younger consumers caught between tablets and laptops
-
- Figure 27: Plans for purchase or upgrade of computers and e-readers in the next three months, by age, April 2014
Consumer Technology Products – Mobile Phones
-
- Key points
- Ownership patterns
-
- Figure 28: Personal ownership of mobile phones, January 2012-April 2014
- Plans for purchase or upgrade
-
- Figure 29: Plans for purchase or upgrade of mobile phones in the next three months, April 2014
- Smartphone owners start to ditch basic secondary handsets
-
- Figure 30: Personal ownership of mobile phones, by phone type, April 2014
- Demographic breakdown – by gender
- Almost three quarters of men now own a smartphone
-
- Figure 31: Personal ownership of mobile phones, by gender, April 2014
- Men slightly more likely to be planning an upgrade
-
- Figure 32: Plans for purchase or upgrade of mobile phones in the next three months, by gender, April 2014
- Demographic breakdown – by age
- People aged 55-64 now more likely to own a smartphone than a basic handset
-
- Figure 33: Personal ownership of mobile phones, by age, April 2014
- Price no longer a barrier for older consumers
-
- Figure 34: Plans for purchase or upgrade of mobile phones in the next three months, by age, April 2014
Internet Access
-
- Key points
- Devices used to access the internet
- Consumers connect using myriad devices
-
- Figure 35: Devices used to access the internet, April 2014, and percentage point change between January 2013 and April 2014
- Repertoire analysis
-
- Figure 36: Repertoire of methods used to access the internet, by age, April 2014
Online Activities
-
- Key points
- Online activities performed
- On any device
-
- Figure 37: Online activities performed in the past three months, April 2014 and percentage point change between December 2013 and April 2014
- On a computer
-
- Figure 38: Online activities performed in the past three months on a computer, April 2014
- On a smartphone
-
- Figure 39: Online activities performed in the past three months on a smartphone, April 2014
- On a tablet
-
- Figure 40: Online activities performed in the past three months on a tablet, April 2014
- Social and sharing activities
- Variations by device
-
- Figure 41: Social and sharing online activities performed in the past three months, by device, April 2014
- Variations by gender
-
- Figure 42: Social and sharing online activities performed in the past three months, by gender, April 2014
- Variations by age
-
- Figure 43: Social and sharing online activities performed in the past three months, by age, April 2014
- The quest for information
- Variations by device
-
- Figure 44: Information-finding activities performed online in the past three months, by device, April 2014
- Variations by gender
-
- Figure 45: Information-finding activities performed online in the past three months, by gender, April 2014
- Variations by age
-
- Figure 46: Information-finding activities performed online in the past three months, by age, April 2014
- Online shopping
- Variations by device
-
- Figure 47: Online shopping activities performed in the past three months, by device, April 2014
- Variations by gender
-
- Figure 48: Online shopping activities performed in the past three months, by gender, April 2014
- Variations by age
-
- Figure 49: Online shopping activities performed in the past three months, by age, April 2014
- Online entertainment
- Variations by device
-
- Figure 50: Online entertainment activities performed in the past three months, by device, April 2014
- Variations by gender
-
- Figure 51: Online entertainment activities performed in the past three months, by gender, April 2014
- Variations by age
-
- Figure 52: Online entertainment activities performed in the past three months, by age, April 2014
Digital Advertising
-
- Key points
- Two fifths of consumers click on digital ads
-
- Figure 53: Digital advertising seen and clicked on within the past three months, April 2014
- Ads that interrupt activities less likely to engage with consumers
-
- Figure 54: Proportion of people who have clicked on each type of advert after seeing it, December 2013 and April 2014
- Targeted communications the most effective
-
- Figure 55: Digital advertising bought from within the past three months, December 2013 and April 2014
- People aged 25-34 becoming even more likely to buy from digital ads
-
- Figure 56: Proportion of people who have bought from any type of advert after clicking on ads in the past three months, by gender and age, December 2013 and April 2014
- Attitudes towards digital advertising
- Managing the balance between monetisation and usability
-
- Figure 57: Attitudes towards digital advertising, April 2014
- Would consumers accept advertising on paid platforms?
-
- Figure 58: Agreement with statements about digital advertising, by age, April 2014
The Internet of Things
-
- Key points
- New ‘in-home’ devices hold most appeal
-
- Figure 59: Interest in new technology devices and products, April 2014
- Men almost twice as likely to want a smartwatch
-
- Figure 60: Interest in new technology devices and products, by gender, April 2014
- People aged 16-34 will be the ‘guinea pigs’ for older generations
-
- Figure 61: Interest in new technology devices and products, by age, April 2014
- Attitudes towards smartwatches
- Lack of understanding and experience stifles early sales of smartwatches
-
- Figure 62: Attitudes towards smartwatches, April 2014
- Trial and review service could trigger conversation
- Advanced features could spark interest and drive value
-
- Figure 63: Proportion of consumers interested in buying a smartwatch, by online activities done in the last three months, April 2014
Appendix – Consumer Technology Products
-
-
- Figure 64: Technology products have in household, April 2014
-
- Figure 65: Technology products have in household, by demographics, April 2014
-
- Figure 66: Technology products have in household, by demographics, April 2014 (continued)
-
- Figure 67: Technology products have in household, by demographics, April 2014 (continued)
-
- Figure 68: Number of televisions in household, April 2014
-
- Figure 69: Number of televisions in household, by demographics, April 2014
-
- Figure 70: Technology products personally owned, April 2014
-
- Figure 71: Technology products personally owned, by demographics, April 2014
-
- Figure 72: Technology products personally owned, by demographics, April 2014 (continued)
-
- Figure 73: Technology products plan to buy/upgrade in the next three months, April 2014
-
- Figure 74: Technology products plan to buy/upgrade in the next three months – Any computer, by demographics, April 2014
-
- Figure 75: Technology products plan to buy/upgrade in the next three months – Smartphone, by demographics, April 2014
-
- Figure 76: Technology products plan to buy/upgrade in the next three months – Any television, by demographics, April 2014
-
- Figure 77: Technology products plan to buy/upgrade in the next three months – Laptop/netbook computer, by demographics, April 2014
-
- Figure 78: Technology products plan to buy/upgrade in the next three months – Tablet computer, by demographics, April 2014
-
- Figure 79: Technology products plan to buy/upgrade in the next three months – Internet-enabled TV, by demographics, April 2014
-
- Figure 80: Technology products plan to buy/upgrade in the next three months – High-definition TV, by demographics, April 2014
-
- Figure 81: Technology products plan to buy/upgrade in the next three months – Static games console, by demographics, April 2014
-
- Figure 82: Technology products plan to buy/upgrade in the next three months – 3DTV, by demographics, April 2014
-
- Figure 83: Technology products plan to buy/upgrade in the next three months – Surround sound/home cinema system, by demographics, April 2014
-
- Figure 84: Technology products plan to buy/upgrade in the next three months – Digital or video camera, by demographics, April 2014
-
- Figure 85: Technology products plan to buy/upgrade in the next three months – Satellite navigation/GPS device, by demographics, April 2014
-
- Figure 86: Technology products plan to buy/upgrade in the next three months – e-reader, by demographics, April 2014
-
- Figure 87: Technology products plan to buy/upgrade in the next three months – Desktop computer, by demographics, April 2014
-
- Figure 88: Technology products plan to buy/upgrade in the next three months – Blu-ray player, by demographics, April 2014
-
- Figure 89: Technology products plan to buy/upgrade in the next three months – Streaming media device/smart set-top box, by demographics, April 2014
-
- Figure 90: Technology products plan to buy/upgrade in the next three months – Portable media player, by demographics, April 2014
-
- Figure 91: Technology products plan to buy/upgrade in the next three months – Portable games console, by demographics, April 2014
-
- Figure 92: Technology products plan to buy/upgrade in the next three months – DVD player, by demographics, April 2014
-
- Figure 93: Technology products plan to buy/upgrade in the next three months – Basic mobile phone, by demographics, April 2014
-
Appendix – Internet Access
-
-
- Figure 94: Internet access, by device, April 2014
- Figure 95: Internet access, by device, by demographics, April 2014
-
- Figure 96: Internet access, by device, by demographics, April 2014 (continued)
- Figure 97: Repertoire of internet access, by device, April 2014
-
- Figure 98: Repertoire of internet access, by device, by demographics, April 2014
-
Appendix – Online Activities
-
-
- Figure 99: Online activities done in the last three months, April 2014
-
- Figure 100: Online activities done in the last three months – on any device, by demographics, April 2014
- Figure 101: Online activities done in the last three months – on any device, by demographics, April 2014 (continued)
-
- Figure 102: Online activities done in the last three months – on any device, by demographics, April 2014 (continued)
- Figure 103: Online activities done in the last three months – on any device, by demographics, April 2014 (continued)
-
- Figure 104: Online activities done in the last three months – on any device, by demographics, April 2014 (continued)
- Figure 105: Online activities done on a tablet in the last three months, April 2014
-
- Figure 106: Online activities done on a smartphone in the last three months, April 2014
-
Appendix – Digital Advertising
-
-
- Figure 107: Digital advertising seen and clicked on within the past three months, April 2014
- Figure 108: Digital advertising seen and clicked on within the past three months – any type of advert, by demographics, April 2014
-
- Figure 109: Digital advertising bought from within the past three months, April 2014
- Figure 110: Digital advertising bought from within the past three months – Have bought after clicking on any type of online advert, by demographics, April 2014
-
- Figure 111: Attitudes towards digital advertising, April 2014
- Figure 112: Agreement with the statement ‘If a website became overcrowded with advertising, I would avoid it’, by demographics, April 2014
-
- Figure 113: Agreement with the statement ‘It would not be acceptable to see adverts on an online service that I was paying a subscription for’, by demographics, April 2014
- Figure 114: Agreement with the statement ‘I would be interested in using online privacy settings to avoid seeing adverts based on my information’, by demographics, April 2014
-
- Figure 115: Agreement with the statement ‘It’s fair that some free online TV/video services show advertisements’, by demographics, April 2014
- Figure 116: Agreement with the statement ‘I would spend longer on some websites/apps if they did not have advertising on them’, by demographics, April 2014
-
- Figure 117: Agreement with the statement ‘I would be willing to accept a small amount of advertising on paid-for services in return for a discounted subscription’, by demographics, April 2014
- Figure 118: Agreement with the statement ‘I would be willing to give basic information to brands I like to see more relevant advertising’, by demographics, April 2014
-
- Figure 119: Agreement with the statement ‘I would be willing to give brands that I like access to my ‘real-time’ location to receive more relevant offers’, by demographics, April 2014
- Figure 120: Agreement with the statement ‘I would be willing to pay in order to remove advertising from my social networking feed/page’, by demographics, April 2014
-
Appendix – The Internet of Things
-
-
- Figure 121: Interest in new technology devices and products, April 2014
- Figure 122: Interest in new technology devices and products, by demographics, April 2014
-
- Figure 123: Interest in new technology devices and products, by demographics, April 2014 (continued)
- Figure 124: Interest in new technology devices and products, by interest in new technology devices and products, April 2014
-
- Figure 125: Interest in new technology devices and products, by interest in new technology devices and products, April 2014 (continued)
- Figure 126: Attitudes towards smartwatches, April 2014
- Figure 127: Attitudes towards smartwatches, by demographics, April 2014
-
- Figure 128: Attitudes towards smartwatches, by demographics, April 2014 (continued)
-
Back to top