Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market Background
- Televisions
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- Figure 1: Value forecast of UK television purchases, 2007-17
- Laptops and desktops
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- Figure 2: UK laptop market size, by value, 2007-17
- Figure 3: UK desktop market size, by value, 2007-17
- Tablets
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- Figure 4: UK tablet computer market size, by value, 2010-12
- Smartphones
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- Figure 5: Forecast value of mobile phone sales, 2007-17
- The consumer
- Ownership and awareness of technology brands
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- Figure 6: Ownership and awareness of technology brands, April 2013
- Perceptions of technology brands
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- Figure 7: Perceptions of technology brands, April 2013
- Consumers want brands that deliver value through product reliability
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- Figure 8: Influences on choice of technology brand, April 2013
- The smartphone market is the most ‘brand-centric’
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- Figure 9: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
- Brand preference in the TV market
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- Figure 10: Brand preference within the television market, April 2013
- Brand preference in the PC market
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- Figure 11: Brand preference within the PC market, April 2013
- Brand preference in the tablet market
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- Figure 12: Brand preference within the tablet market, April 2013
- Brand preference in the smartphone market
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- Figure 13: Brand preference within the smartphone market, April 2013
- What we think
Issues in the Market
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- How can manufacturers encourage more consumers to think ‘brand first’?
- Are brands able to compete for volume whilst retaining a strong brand image?
- How can new entrants attract more over-45s in the key technology markets?
- How can brands with a reputation for reliability over style appeal more to young consumers?
Trend Application
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- Trend: Return to the Experts
- Trend: Let's Make a Deal
- Mintel Futures: Generation Next
Market Background
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- Key points
- Televisions
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- Figure 14: Value forecast of UK television purchases, 2007-17
- Ownership patterns
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- Figure 15: Household ownership of televisions, July 2012-April 2013
- Laptops and desktops
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- Figure 16: UK laptop market size, by value, 2007-17
- Figure 17: UK desktop market size, by value, 2007-17
- Ownership patterns
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- Figure 18: Household ownership of laptops and desktop computers, January 2012-April 2013
- Tablets
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- Figure 19: UK tablet computer market size, by value, 2010-12
- Ownership patterns
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- Figure 20: Household ownership of tablet computers, January 2012-April 2013
- Smartphones
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- Figure 21: Forecast value of mobile phone sales, 2007-17
- Ownership patterns
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- Figure 22: Personal ownership of mobile phones, January 2012-April 2013
Who’s Innovating?
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- Key points
- Samsung calls all ‘David Baileys’
- Nokia gets budding filmmakers to demonstrate ability of its camera phone
- BlackBerry teases users of rival brands
- LG hijacks Samsung’s Galaxy S4 ad
Companies and Brands
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- Key points
- Amazon Kindle (Amazon.com, Inc.)
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Apple Inc.
- Overview
- Product portfolio
- Financials
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- Figure 23: Key financials, Apple Inc, 2011 and 2012
- Recent activity
- Strategy
- BlackBerry (Research In Motion Ltd)
- Overview
- Product portfolio
- Financials
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- Figure 24: Key financials, Research In Motion, 2012 and 2013
- Recent activity
- Strategy
- Google Nexus (Google Inc.)
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Lenovo Group Limited
- Overview
- Product portfolio
- Financials
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- Figure 25: Key financials, Lenovo, 2011 and 2012
- Recent activity
- Strategy
- LG Electronics
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Microsoft Surface (Microsoft Corporation)
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Nokia Corporation
- Overview
- Product portfolio
- Financials
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- Figure 26: Key financials, Nokia Corporation, 2011 and 2012
- Recent activity
- Strategy
- Panasonic Corporation
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Samsung Electronics
- Overview
- Product portfolio
- Financials
- Recent activity
- Strategy
- Sony Corporation
- Overview
- Product portfolio
- Financials
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- Figure 27: Sony Europe financial sales and information, 2011 and 2012
- Strategy
- Toshiba Corporation
- Overview
- Product portfolio
- Financials
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- Figure 28: Key financials, Toshiba Corporation, 2012 and 2013
- Recent activity
- Strategy
Brand Communication and Promotion
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- Key points
- Samsung looks to build on recent success in the TV market
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- Figure 29: Advertising expenditure in the television market, 2009-12
- Expenditure in PC market grows rapidly despite tablet evolution
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- Figure 30: Advertising expenditure in the PC market, 2009-12
- Apple dedicates more than £30 million to iPad advertising over three years
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- Figure 31: Advertising expenditure in the tablet market, 2010-12
- Samsung uses advertising to up the stakes in mobile
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- Figure 32: Advertising expenditure in the mobile phone market, 2009-12
Ownership and Awareness of Technology Brands
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- Key points
- More than half of consumers own a Samsung product
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- Figure 33: Ownership and awareness of technology brands, April 2013
- Figure 34: Ownership and awareness of technology brands, April 2013
- Trusted brands must keep innovating in order to appeal to younger consumers
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- Figure 35: Current ownership of technology brands, by age, April 2012
- Apple and Kindle have highest rate of brand retention
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- Figure 36: Proportion of all-time brand owners who still own a product made by that brand, April 2013
Perceptions of Technology Brands
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- Key points
- Apple builds a quick reputation for quality and innovation, albeit at a price
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- Figure 37: Perceptions of the six most recognised technology brands, April 2013
- Figure 38: Perceptions of the next six most recognised technology brands, April 2013
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- Figure 39: Perceptions of Apple, by ownership and awareness of Apple, April 2013
- Correspondence analysis
- Methodology
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- Figure 40: Perceptions of technology brands, April 2013
- Television market
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- Figure 41: Perceptions of brands in the television market, April 2013
- PC market
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- Figure 42: Perceptions of brands in the PC market, April 2013
- Tablet market
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- Figure 43: Perceptions of brands in the tablet market, April 2013
- Smartphone market
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- Figure 44: Perceptions of brands in the smartphone market, April 2013
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- Figure 45: Sony Xperia Z Ultra smartphone, unveiled June 2013
Influences on Choice of Technology Brand
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- Key points
- Consumers want brands that deliver value through product reliability
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- Figure 46: Influences on choice of technology brand, April 2013
- Figure 47: Influences on choice of technology brand, April 2013
- Well-established and reliable brands appeal to older consumers
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- Figure 48: Influences on choice of technology brand, by age, April 2013
- New entrants reliant on young and wealthy early adopters
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- Figure 49: Percentage of brand owners who are influenced, by value for money, April 2013
The Role of Brand within the Purchasing Process
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- Key points
- The smartphone market is the most ‘brand-centric’
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- Figure 50: Purchasing priorities, by product category, April 2013
- Figure 51: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
- Two fifths of consumers think ‘budget first’
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- Figure 52: Groups of decision-makers when it comes to purchasing new technology products, April 2013
- Brand first (7%)
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- Figure 53: Ownership of technology brands, by ‘brand first’ decision-makers, April 2013
- Budget first (41%)
- Product first (16%)
Brand Preference within the Television Market
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- Key points
- Sony and Panasonic retain wide appeal despite losing market share
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- Figure 54: Brand preference within the television market, April 2013
- Potential new entrants cannot bank on reputation
Brand Preference within the PC Market
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- Key points
- Apple Mac is more desirable than it is accessible
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- Figure 55: Brand preference within the PC market, April 2013
- Multi-device manufacturers vs computing specialists
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- Figure 56: Proportion of consumers who would consider buying a Lenovo or Panasonic-branded PC, by gender and age, April 2013
Brand Preference within the Tablet Market
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- Key points
- Signs that the tablet market could become more fragmented
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- Figure 57: Brand preference within the tablet market, April 2013
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- Figure 58: Brand preference in the tablet market, by gross annual household income, April 2013
- A broader demographic will open up an opportunity for emerging tablet brands
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- Figure 59: Household ownership of tablets vs number of people who would potentially buy a tablet in the future, by age, April 2013
- Rise of the hybrid gives brands a point of differentiation
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- Figure 60: Microsoft Surface hybrid tablet (with detachable keyboard), launched October 2012
Brand Preference within the Smartphone Market
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- Key points
- Samsung is the most desired smartphone brand
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- Figure 61: Brand preference within the smartphone market, April 2013
- Wide range of product features and price bands gives Samsung the edge
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- Figure 62: Purchasing priorities in the smartphone market, by people who would consider buying a Samsung or Apple-branded smartphone, April 2013
Appendix – Ownership and Awareness of Technology Brands
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- Figure 63: Ownership and awareness of technology brands, April 2013
- Figure 64: Ownership and awareness of Samsung, by demographics, April 2013
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- Figure 65: Ownership and awareness of Sony, by demographics, April 2013
- Figure 66: Ownership and awareness of Apple, by demographics, April 2013
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- Figure 67: Ownership and awareness of Panasonic, by demographics, April 2013
- Figure 68: Ownership and awareness of Nokia, by demographics, April 2013
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- Figure 69: Ownership and awareness of LG, by demographics, April 2013
- Figure 70: Ownership and awareness of Amazon Kindle, by demographics, April 2013
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- Figure 71: Ownership and awareness of Toshiba, by demographics, April 2013
- Figure 72: Ownership and awareness of BlackBerry, by demographics, April 2013
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- Figure 73: Ownership and awareness of Lenovo, by demographics, April 2013
- Figure 74: Ownership and awareness of Microsoft Surface, by demographics, April 2013
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- Figure 75: Ownership and awareness of Google Nexus, by demographics, April 2013
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Appendix – Perceptions of Technology Brands
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- Figure 76: Perceptions of technology brands, April 2013
- Figure 77: Perceptions of technology brands, April 2013
- Figure 78: Most popular perceptions of Sony, by demographics, April 2013
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- Figure 79: Next most popular perceptions of Sony, by demographics, April 2013
- Figure 80: Most popular perceptions of Samsung, by demographics, April 2013
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- Figure 81: Next most popular perceptions of Samsung, by demographics, April 2013
- Figure 82: Most popular perceptions of Panasonic, by demographics, April 2013
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- Figure 83: Next most popular perceptions of Panasonic, by demographics, April 2013
- Figure 84: Most popular perceptions of LG, by demographics, April 2013
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- Figure 85: Next most popular perceptions of LG, by demographics, April 2013
- Figure 86: Most popular perceptions of Toshiba, by demographics, April 2013
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- Figure 87: Next most popular perceptions of Toshiba, by demographics, April 2013
- Figure 88: Most popular perceptions of Apple, by demographics, April 2013
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- Figure 89: Next most popular perceptions of Apple, by demographics, April 2013
- Figure 90: Most popular perceptions of Google Nexus, by demographics, April 2013
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- Figure 91: Next most popular perceptions of Google Nexus, by demographics, April 2013
- Figure 92: Most popular perceptions of Lenovo, by demographics, April 2013
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- Figure 93: Next most popular perceptions of Lenovo, by demographics, April 2013
- Figure 94: Most popular perceptions of Amazon Kindle, by demographics, April 2013
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- Figure 95: Next most popular perceptions of Amazon Kindle, by demographics, April 2013
- Figure 96: Most popular perceptions of Microsoft Surface, by demographics, April 2013
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- Figure 97: Next most popular perceptions of Microsoft Surface, by demographics, April 2013
- Figure 98: Most popular perceptions of Apple, by demographics, April 2013
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- Figure 99: Next most popular perceptions of Apple, by demographics, April 2013
- Figure 100: Most popular perceptions of Nokia, by demographics, April 2013
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- Figure 101: Next most popular perceptions of Nokia, by demographics, April 2013
- Figure 102: Perceptions of Sony, by ownership and awareness of Sony, April 2013
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- Figure 103: Perceptions of Samsung, by ownership and awareness of Samsung, April 2013
- Figure 104: Perceptions of Panasonic, by ownership and awareness of Panasonic, April 2013
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- Figure 105: Perceptions of LG, by ownership and awareness of LG, April 2013
- Figure 106: Perceptions of Toshiba, by ownership and awareness of Toshiba, April 2013
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- Figure 107: Perceptions of Apple, by ownership and awareness of Apple, April 2013
- Figure 108: Perceptions of Google Nexus, by ownership and awareness of Google Nexus, April 2013
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- Figure 109: Perceptions of Lenovo, by ownership and awareness of Lenovo, April 2013
- Figure 110: Perceptions of Amazon Kindle, by ownership and awareness of Amazon Kindle, April 2013
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- Figure 111: Perceptions of Microsoft Surface, by ownership and awareness of Microsoft Surface, April 2013
- Figure 112: Perceptions of BlackBerry, by ownership and awareness of BlackBerry, April 2013
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- Figure 113: Perceptions of Nokia, by ownership and awareness of Nokia, April 2013
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Appendix – Influences on Choice of Technology Brand
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- Figure 114: Influences on choice of brand, April 2013
- Figure 115: Influenced by value for money and reputation of product reliability, by demographics, April 2013
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- Figure 116: Influenced by previous experience of a brand’s products and products’ design, by demographics, April 2013
- Figure 117: Influenced by recommendations from friends or family and reputation of good customer service, by demographics, April 2013
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- Figure 118: Influenced by reviews of a brand’s products and how well known the brand is, by demographics, April 2013
- Figure 119: Influenced by positive media coverage and social/environmental policy of a brand, by demographics, April 2013
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- Figure 120: Influenced by advertising campaigns, by demographics, April 2013
- Figure 121: Influences on choice of brand, by ownership and awareness of Samsung, April 2013
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- Figure 122: Influences on choice of brand, by ownership and awareness of Sony, April 2013
- Figure 123: Influences on choice of brand, by ownership and awareness of Apple, April 2013
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- Figure 124: Influences on choice of brand, by ownership and awareness of Panasonic, April 2013
- Figure 125: Influences on choice of brand, by ownership and awareness of Nokia, April 2013
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- Figure 126: Influences on choice of brand, by ownership and awareness of LG, April 2013
- Figure 127: Influences on choice of brand, by ownership and awareness of Amazon Kindle, April 2013
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- Figure 128: Influences on choice of brand, by ownership and awareness of Toshiba, April 2013
- Figure 129: Influences on choice of brand, by ownership and awareness of BlackBerry, April 2013
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- Figure 130: Influences on choice of brand, by ownership and awareness of Lenovo, April 2013
- Figure 131: Influences on choice of brand, by ownership and awareness of Microsoft Surface, April 2013
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- Figure 132: Influences on choice of brand, by ownership and awareness of Google Nexus, April 2013
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Appendix – The Role of Brand within the Purchasing Process
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- Figure 133: Purchasing priorities, by product category, April 2013
- Figure 134: Purchasing priorities, by consistent decision-makers, by demographics, April 2013
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- Figure 135: Purchasing priorities in the TV market, by demographics, April 2013
- Figure 136: Purchasing priorities in the PC market, by demographics, April 2013
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- Figure 137: Purchasing priorities in the tablet market, by demographics, April 2013
- Figure 138: Purchasing priorities in the smartphone market, by demographics, April 2013
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- Figure 139: Ownership and awareness of technology brands, by purchasing priorities, by consistent decision-makers, April 2013
- Figure 140: Influences on choice of brand, by purchasing priorities, by consistent decision-makers, April 2013
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- Figure 141: Brand preference in the TV market, by purchasing priorities for TVs, April 2013
- Figure 142: Brand preference in the PC market, by purchasing priorities for PCs, April 2013
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- Figure 143: Brand preference in the tablet market, by purchasing priorities for tablets, April 2013
- Figure 144: Brand preference in the smartphone market, by purchasing priorities for smartphones, April 2013
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Appendix – Brand Preference within the TV Market
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- Figure 145: Brand preference in the TV market, April 2012
- Figure 146: Most popular brands in the TV market, by demographics, April 2013
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- Figure 147: Next most popular brands in the TV market, by demographics, April 2013
- Figure 148: Ownership and awareness of technology brands, by most popular brands in the TV market, April 2013
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- Figure 149: Ownership and awareness of technology brands, by next most popular brands in the TV market, April 2013
- Figure 150: Perceptions of Sony, by brand preference in the TV market, April 2013
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- Figure 151: Perceptions of Samsung, by brand preference in the TV market, April 2013
- Figure 152: Perceptions of Panasonic, by brand preference in the TV market, April 2013
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- Figure 153: Perceptions of LG, by brand preference in the TV market, April 2013
- Figure 154: Perceptions of Toshiba, by brand preference in the TV market, April 2013
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- Figure 155: Perceptions of Apple, by brand preference in the TV market, April 2013
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Appendix – Brand Preference within the PC Market
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- Figure 156: Brand preference in the PC market, April 2013
- Figure 157: Most popular brands in the PC market, by demographics, April 2013
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- Figure 158: Next most popular brands in the PC market, by demographics, April 2013
- Figure 159: Ownership and awareness of technology brands, by most popular brands in the PC market, April 2013
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- Figure 160: Ownership and awareness of technology brands, by next most popular brands in the PC market, April 2013
- Figure 161: Perceptions of Sony, by brand preference in the PC market, April 2013
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- Figure 162: Perceptions of Samsung, by brand preference in the PC market, April 2013
- Figure 163: Perceptions of Panasonic, by brand preference in the PC market, April 2013
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- Figure 164: Perceptions of Lenovo, by brand preference in the PC market, April 2013
- Figure 165: Perceptions of Toshiba, by brand preference in the PC market, April 2013
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- Figure 166: Perceptions of Apple, by brand preference in the PC market, April 2013
- Figure 167: Purchasing priorities, by PCs, by most popular brand preference in the PC market, April 2013
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- Figure 168: Purchasing priorities, by PCs, by next most popular brand preference in the PC market, April 2013
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Appendix – Brand Preference within the Tablet Market
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- Figure 169: Brand preference in the tablet market, April 2013
- Figure 170: Most popular brands in the tablet market, by demographics, April 2013
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- Figure 171: Next most popular brands in the tablet market, by demographics, April 2013
- Figure 172: Ownership and awareness of technology brands, by most popular brands in the tablet market, April 2013
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- Figure 173: Ownership and awareness of technology brands, by next most popular brands in the tablet market, April 2013
- Figure 174: Perceptions of Sony, by brand preference in the tablet market, April 2013
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- Figure 175: Perceptions of Samsung, by brand preference in the tablet market, April 2013
- Figure 176: Perceptions of Amazon Kindle, by brand preference in the tablet market, April 2013
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- Figure 177: Perceptions of Google Nexus, by brand preference in the tablet market, April 2013
- Figure 178: Perceptions of Apple, by brand preference in the tablet market, April 2013
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- Figure 179: Purchasing priorities, by tablet, by most popular brand preference in the tablet market, April 2013
- Figure 180: Purchasing priorities, by tablet, by next most popular brand preference in the tablet market, April 2013
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Appendix – Brand Preference within the Smartphone Market
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- Figure 181: Brand preference in the smartphone market, April 2013
- Figure 182: Most popular brands in the smartphone market, by demographics, April 2013
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- Figure 183: Next most popular brands in the smartphone market, by demographics, April 2013
- Figure 184: Ownership and awareness of technology brands, by most popular brands in the smartphone market, April 2013
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- Figure 185: Ownership and awareness of technology brands, by next most popular brands in the smartphone market, April 2013
- Figure 186: Perceptions of Samsung, by brand preference in the smartphone market, April 2013
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- Figure 187: Perceptions of Apple, by brand preference in the smartphone market, April 2013
- Figure 188: Perceptions of BlackBerry, by brand preference in the smartphone market, April 2013
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- Figure 189: Perceptions of Nokia, by brand preference in the smartphone market, April 2013
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