Table of Contents
Executive Summary
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- Specialist devices continue to decline
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- Figure 1: Household ownership of consumer technology products, November 2014 and April 2015
- Potential for home cinema systems
- Smart TVs on the up but face tough competition
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- Figure 2: Household ownership of TVs, April 2015
- Fathers are key targets
- Tablets continue to outperform desktops
- Personal ownership; women favour tablet devices
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- Figure 3: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
- Evolution of the laptop
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- Figure 4: Types of laptop in the home, April 2015
- Smartphones ownership races ahead, basic models decline
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- Figure 5: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
- Internet access via televisions growing
- Online activities
- Research sources
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- Figure 6: Research done through a professional review website, April 2015
- Consumers want smartphones, laptops and TVs
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- Figure 7: Plans to eventually upgrade consumer technology products, April 2015
Consumer Technology Products – Overview
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- Consumer confidence on the rise
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- Figure 8: Financial situation, March 2015
- Household ownership of specialist devices
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- Figure 9: Household ownership of consumer technology products, November 2014 and April 2015
- Over half of young women own a console
- Connected TVs appeal
- Home cinema systems decline but potential is there
- Personal ownership: laptops, tablets, and smartphones remain strongest
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- Figure 10: Personal ownership of consumer technology products, November 2014 and April 2015
- Specialist devices falling out of favour
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- Figure 11: Cannon Europe’s ‘City Climbers’ advertising campaign
- Plans for purchase; consumers want smartphones, laptops and TVs
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- Figure 12: Plans to eventually upgrade consumer technology products, April 2015
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- Figure 13: Plans to upgrade consumer technology, by timescale, April 2015
Consumer Technology Products – Televisions
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- Figure 14: Household ownership of TVs, April 2015
- Internet access via TV low, but on the rise
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- Figure 15: Internet access through an internet-enabled television, April 2015
- Plans to purchase; fathers are key targets
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- Figure 16: Plans to purchase or upgrade TV, April 2015
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- Figure 17: Plans to purchase or upgrade TV by timescale, April 2015
- Personalisation is the next step
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Consumer Technology Products – Computers, Tablets, E-Readers
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- Desktops, tablets, laptops, and e-readers in homes
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- Figure 18: Household ownership of desktops, tablets laptops, and e-readers, November 2014 and April 2015
- Personal ownership; women favour tablet devices
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- Figure 19: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
- Gamification’s learning potential
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- Figure 20: Personal ownership of laptop computers, tablets, and e-readers, December 2013-April 2015
- Older generations open to tablets, and keen on e-readers
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- Figure 21: Personal ownership of laptops, tablets and e-readers, by age, April 2015
- Plans for purchase or upgrade: desktops, laptops, tablet, e-readers
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- Figure 22: Plans for purchase or upgrade of desktops, laptops, tablet, and e-readers, April 2015
- Multiple sources for internet access
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- Figure 23: Plans to upgrade or purchase device at some point in the future, April 2015
Consumer Technology Products – Laptop Types
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- Figure 24: Types of laptop in the home, April 2015
- Ultrabook owners highly engaged
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- Figure 25: Personal consumer technology product ownership, by types of laptop in home, April 2015
- Chromebook’s simplicity is powerful
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Consumer Technology Products – Mobile Phones and Smartwatches
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- Personal ownership of mobiles, basic versus smart
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- Figure 26: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
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- Figure 27: Personal ownership of mobile phones, January 2012-April 2015
- Smartphones’ all-in-one ability
- Smartphones as an empowering device
- Financial situation not a key determinant for smartphone ownership
- Smartphone is most wanted device within the next year
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- Figure 28: Plans to purchase or upgrade mobile phones, basic versus smart, April 2015
- Smartwatch ownership yet to pick up
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- Figure 29: Plans to purchase or upgrade a smartwatch, April 2015
Internet Access
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- Figure 30: Internet access, November 2014 and April 2015
- Internet access spreading across multiple devices
- High-activity 16-34s: channels to market
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- Figure 31: Repertoire of number of ways internet is accessed, April 2015
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Online Activities
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- Figure 32: Online activities in the past three months, November 2014 and April 2015
- Media sharing and casual internet games popular among women
- Online activities by device
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- Figure 33: Online activities by device, April 2015
- Online shopping falls, while use of paid news sites increases
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- Figure 34: Other online activities in the past three months, November 2014 and April 2015
- Map apps see growth
- Mobile payments to increase smartphone shopping
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- Figure 35: Other online activities on device, April 2015
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Consumer Online Research Habits
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- Figure 36: Online research, April 2015
- Social networking sites
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- Figure 37: Online research channel; research done through a social networking website, April 2015
- Price comparison sites
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- Figure 38: Online research channel; research done through a price comparison website, April 2015
- Customer review websites
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- Figure 39: Online research channel; research done through a customer review website, April 2015
- Professional review sites
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- Figure 40: Online research channel; research done through a professional review website, April 2015
- Brand/company websites
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- Figure 41: Online research channel; research done through a brand or company website, April 2015
- Deal/voucher websites
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- Figure 42: Online research channel; research done through a deal or voucher website, April 2015
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CHAID Analysis – Digital Trends Summer – June 2015
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- Methodology
- Key target groups for consumer technology purchases
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- Figure 43: Plan to purchase/upgrade technology products – CHAID – Tree output, April 2015
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- Figure 44: Plan to purchase/upgrade technology products – CHAID – Table output, April 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
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