Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- Personal technology
- Manufacturers focus on mid-range, with the threat from Chinese brands set to grow
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- Figure 1: Ownership of mobile phones, January 2012-September 2018
- Fitness bands resilient in the face of smartwatch competition
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- Figure 2: Ownership of wearable devices, November 2014-September 2018
- Household technology
- Where next for voice?
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- Figure 3: Ownership of voice-controlled speakers and VR headsets, December 2017-September 2018
- Hybrids off to a slow start
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- Figure 4: Ownership of computers, by form factor. June 2017-September 2018
- Online activities
- Signs of brand engagement fatigue on social media
- Confidence in smartphones for financial management and online shopping on the up
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- Figure 5: Online activities done in the last three months on any device*, October 2017-September 2018
- Special focus: Augmented Reality
- Gaming and photo augmentation the most popular so far but the future is information-driven
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- Figure 6: Use of smartphones for AR-based activities, September 2018
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- Figure 7: Future interest in using smartphone for AR-based activities, September 2018
Personal Technology – Headline Data
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- Ownership of mobile phones
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- Figure 8: Ownership of mobile phones, January 2012-September 2018
- Figure 9: Ownership of mobile phones and smartwatches (source data), January 2012-September 2018
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- Figure 10: Smartphone and basic mobile phone ownership combinations, June 2017-September 2018
- Figure 11: Smartphone and basic mobile phone ownership combinations (source data), June 2017-September 2018
- Ownership of wearable technology
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- Figure 12: Ownership of wearable devices, November 2014-September 2018
- Figure 13: Ownership of wearable devices (source data), November 2014-September 2018
- Ownership of other personal technology
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- Figure 14: Ownership of other personal technology products, December 2013-September 2018
- Figure 15: Ownership of other personal technology products (source data), December 2013-September 2018
- Recent personal technology purchases
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- Figure 16: Personal technology products bought in the last three months, June 2017-September 2018
- Figure 17: Personal technology products bought in the last three months (source data), June 2017- September 2018
- Planned personal technology purchases
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- Figure 18: Personal technology products plan to buy in the next three months, June 2017-September 2018
- Figure 19: Personal technology products plan to buy in the next three months (source data), June 2017-September 2018
Personal Technology – Market Commentary
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- Chinese smartphone brands likely to gain UK share next year
- Huawei expecting strong growth in 2019…
- …while Xiaomi is making a virtue of thin profit margins
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- Figure 20: Xiaomi Mi 8 landing page, November 2018
- Samsung responds to the Chinese threat with beefed-up mid-range
- The foldable phone is finally here
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- Figure 21: Samsung Infinity Flex display announcement, November 2018
- Tablets could be foldable phones’ biggest competitor
- Camera competition continues, both in hardware…
- …and software
- Innovation behind the screens
- Fitness bands resilient in the face of smartwatch competition
- Hybrid watches facing the challenge of heritage
- Women helping fitness bands stay the course
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- Figure 22: Ownership of fitness bands/sports watches and smartwatches, by age and gender, September 2018
Household Technology – Headline Data
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- Ownership of computers
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- Figure 23: Household ownership of computers, January 2012-September 2018
- Figure 24: Household ownership of computers (source data), January 2012-September 2018
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- Figure 25: Ownership of computers, by form factor. June 2017-September 2018
- Figure 26: Ownership of computers, by form factor (source data), June 2017-September 2018
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- Figure 27: Computer ownership combinations, June 2017-September 2018
- Figure 28: Computer ownership combinations (source data), June 2017-September 2018
- Ownership of TVs
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- Figure 29: Household ownership of HD and Ultra HD 4K televisions, July 2016-September 2018
- Figure 30: Household ownership of HD and Ultra HD 4K televisions (source data), July 2016-September 2018
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- Figure 31: TV ownership combinations, June 2017-September 2018
- Figure 32: TV ownership combinations (source data), June 2017-September 2018
- TV connectivity
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- Figure 33: Type of TV internet connection, June 2017-September 2018
- Figure 34: Type of TV internet connection (source data), June 2017-September 2018
- Ownership of other household technology
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- Figure 35: Ownership of other household technology products, January 2012-September 2018
- Figure 36: Ownership of other household technology products (source data), January 2012-September 2018
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- Figure 37: Ownership of voice-controlled speakers and VR headsets, December 2017-September 2018
- Figure 38: Ownership of voice-controlled speakers and VR headsets (source data), December 2017-September 2018
- Recent computer and static console purchases
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- Figure 39: Computers and static consoles bought in the last three months, June 2017-September 2018
- Figure 40: Computers and static consoles bought in the last three months (source data), June 2017-September 2018
- Planned computer and static console purchases
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- Figure 41: Computers or static consoles plan to buy in the next three months, June 2017-September 2018
- Figure 42: Computers or static consoles plan to buy in the next three months (source data), June 2017-September 2018
- Recent TV purchases
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- Figure 43: TVs bought in the last three months, June 2017-September 2018
- Figure 44: TVs bought in the last three months (source data), June 2017-September 2018
- Planned TV purchases
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- Figure 45: TVs plan to buy in the next three months, June 2017-September 2018
- Figure 46: TVs plan to buy in the next three months (source data), June 2017-September 2018
Household Technology – Market Commentary
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- Where next for voice?
- Looking for an Early Majority
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- Figure 47: Diffusion of innovations curve
- Increasing intelligence
- Desktops not being replaced
- Hybrids off to a slow start
- Could Microsoft’s new subscription model kick-start the category?
Online Activities – Headline Data
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- Online activities across all devices
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- Figure 48: Online activities done in the last three months on any device*, October 2017-September 2018
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- Figure 49: Online activities done in the last three months on any device* (source data), October 2017-September 2018
- Online activities on a desktop/laptop
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- Figure 50: Online activities done in the last three months on a desktop/laptop, October 2017-September 2018
- Figure 51: Online activities done in the last three months on a desktop/laptop (source data), October 2017-September 2018
- Online activities on a tablet
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- Figure 52: Online activities done in the last three months on a tablet, October 2017-September 2018
- Figure 53: Online activities done in the last three months on a tablet (source data), October 2017-September 2018
- Online activities on a smartphone
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- Figure 54: Online activities done in the last three months on a smartphone, October 2017-September 2018
- Figure 55: Online activities done in the last three months on a smartphone (source data), October 2017-September 2018
- Use of new technology
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- Figure 56: Use of new technology in the last three months, April 2017-September 2018
- Figure 57: Use of new technology in the last three months (source data), April 2017-September 2018
Online Activities – Market Commentary
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- Signs of brand engagement fatigue on social media
- Tablets losing out in the engagement stakes
- Millennials shifting content consumption from tablets to smartphones
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- Figure 58: Watched streaming videos on tablets or smartphones in the last three months, by generation, June 2018
- Confidence in smartphones for financial management on the up…
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- Figure 59: Preferred method of unlocking smartphone, February 2018
- …with a concurrent rise in online shopping
- Accessing local info on the go
- Companies must make the most of maps
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- Figure 60: “Explore” view in Google Maps
Special Focus: Augmented Reality – Headline Data
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- Use of smartphone AR
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- Figure 61: Use of smartphones for AR-based activities, September 2018
- Figure 62: Use of smartphones for AR-based activities (source data), September 2018
- Future interest in smartphone AR
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- Figure 63: Future interest in using smartphone for AR-based activities, September 2018
- Figure 64: Future interest in using smartphone for AR-based activities (source data), September 2018
Special Focus: Augmented Reality – Market Commentary
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- Encouraging repeat use the first challenge to overcome
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- Figure 65: Pokémon Go screenshot
- E-commerce and in-app purchases are key to early monetisation
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- Figure 66: Adidas shoppable Snapchat Lens
- Apple betting big on AR…
- …and could use Apple Watch success to drive AR hardware interest
- Information is power
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- Figure 67: Gatwick passenger app
- A mainstream appeal for information-based AR
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- Figure 68: Future interest in using smartphone for AR-based activities, by generation, September 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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