Digital Trends Winter - UK - December 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
Consumer technology products
Ownership of consumer technology products
Figure 1: Household/personal ownership of consumer technology products, June and September 2013
Televisions
Figure 2: Household ownership of television sets, June and September 2013
Mobile phones
Figure 3: Personal ownership of mobile phones, January 2012-September 2013
Planned purchase or upgrade of consumer technology products
Figure 4: Plans for purchase or upgrade of consumer technology products in the next three months, September 2013
Devices used to access the internet
Figure 5: Devices used to access the internet, September 2013 and percentage point change between September 2012 and September 2013
Online activities
On any device
Figure 6: Online activities performed in the past three months, September 2013, and percentage-point change between June 2013 and September 2013
Digital advertising
Almost one in five have clicked on social media ads
Figure 7: Digital advertising seen and clicked on within the past three months, September 2013
Personalisation creeping in as consumer opinion remains split
Figure 8: Attitudes towards digital advertising, September 2013
Video streaming
Some 90% of video streamers have used YouTube
Figure 9: Awareness and usage of video streaming services, September 2013
Attitudes towards video streaming
Wealth of free content puts some people off subscribing to paid services
Figure 10: Attitudes towards video streaming, September 2013
European comparisons
Ownership of consumer technology products
Figure 11: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, September/October 2013
Online activities
Figure 12: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, October 2013
What we think
CONSUMER TECHNOLOGY PRODUCTS
Key points
Ownership of consumer technology products
Figure 13: Household/personal ownership of consumer technology products, June and September 2013
Planned purchase or upgrade of consumer technology products
Figure 14: Plans for purchase or upgrade of consumer technology products in the next three months, September 2013
Figure 15: Proportion of consumers who are planning or thinking of buying consumer technology products in the next three months, June and September 2013
Televisions
Ownership
Figure 16: Household ownership of television sets, June and September 2013
Figure 17: Household ownership of television sets, by television type, January 2012 - September 2013
Figure 18: Proportion of large-screen TVs (32” and above) on the Currys website that have an LED screen, 1080p resolution, smart or 3D technology, November 2013
Signs that consumers may be ditching some secondary TVs
Figure 19: Number of televisions in household, June and September 2013
Demographic breakdown
Smart apps get the attention of men
Figure 20: Household ownership of televisions, by gender, September 2013
Picture quality important for all ages
Figure 21: Household ownership of televisions, by age, June 2013
High earners show the direction of the market
Figure 22: Household ownership of televisions, by gross annual household income, September 2013
Plans for purchase or upgrade
Figure 23: Plans for purchase or upgrade of television sets in the next three months, September 2013, and percentage-point change between June and September 2013
Figure 24: Miracast wireless streaming, displayed on a Philips TV, 2013
Demographic breakdown
Men twice as likely to be planning purchase of a new TV
Figure 25: Plans to purchase any television in the next three months, by gender, September 2013
Falling prices put smart and 3D on 16-34s’ radar
Figure 26: Plans to purchase any television in the next three months, by age, September 2013
Computers and e-readers
Ownership patterns
Figure 27: Household ownership of computers and e-readers, January 2012-September 2013
A quarter of consumers have access to a desktop, laptop and tablet computer
Figure 28: Household ownership of computers, by form factor, September 2013
Figure 29: Microsoft Surface 2, launched October 2013
Over half of e-reader owners also have a tablet in their home
Figure 30: Household ownership of tablets and e-readers, September 2013
Demographic ownership patterns
Tablet owners are no longer more likely to be men
Figure 31: Household ownership of computers and e-readers, by gender, September 2013
Ownership of tablets and e-readers starting to be less reliant on income…
Figure 32: Household ownership of computers and e-readers, by gross annual household income, September 2013
… but tablet penetration still weighs towards young people
Figure 33: Household ownership of computers and e-readers, by age, September 2013
Figure 34: Personal ownership of tablets and smartphones, and potential tablet owners, by age, September 2013
Plans for purchase or upgrade
Figure 35: Plans for purchase or upgrade of computers and e-readers in the next three months, September 2013, and percentage-point change between June and September 2013
New tablet launches contribute to sustained levels of interest
Figure 36: The iPad Air and iPad mini with Retina display, both launched October 2013
Figure 37: Samsung Galaxy Note 10.1 2014 edition, launched October 2013
Figure 38: Hudl tablet, launched September 2013
Demographic patterns in intended purchases
People aged 25-44 more interested in tablets than laptops
Figure 39: Plans for purchase or upgrade of computers and e-readers in the next three months, by age, September 2013
Tablets high on men’s wish lists, but women just as likely to buy
Figure 40: Plans for purchase or upgrade of computers and e-readers in the next three months, by gender, September 2013
Mobile phones
Ownership patterns
Figure 41: Personal ownership of mobile phones, January 2012-September 2013
Around one in four mobile owners still rely solely on basic handsets
Figure 42: Personal ownership of mobile phones, by phone type, September 2013
Apple takes a small step towards split price points
Figure 43: The iPhone 5s, launched September 2013
Figure 44: The iPhone 5c range, launched September 2013
Figure 45: Moto G, launched November 2013
Demographic ownership patterns
Gender gap surfaces as more men start to acquire smartphones for the first time
Figure 46: Personal ownership of mobile phones, by gender, September 2013
Over-45s offer market untapped potential
Figure 47: Personal ownership of mobile phones, by age, September 2013
Smartphone penetration still dependent on income as top earners lead the way
Figure 48: Personal ownership of mobile phones, by gross annual household income, September 2013
Plans for purchase or upgrade
Figure 49: Plans for purchase or upgrade of mobile phones in the next three months, September 2013, and percentage-point change between June and September 2013
Demographic breakdown
Some 15% of men planning to upgrade in Q4 2013
Figure 50: Plans for purchase or upgrade of mobile phones in the next three months, by gender, September 2013
Over a fifth of 16-34s are planning a smartphone upgrade or purchase
Figure 51: Plans for purchase or upgrade of mobile phones in the next three months, by age, September 2013
Devices used to access the internet
The proportion of people connecting via tablets has doubled over past year
Figure 52: Devices used to access the internet, September 2013, and percentage-point change between September 2012 and September 2013
News, trends and analysis
Smartwatches could kick-start wearable technology market
Figure 53: Samsung Gear smartwatch range, launched September 2013
Desire for customisation
ONLINE ACTIVITIES
Key points
Online activities performed
On any device
Figure 54: Online activities performed in the past three months, September 2013, and percentage-point change between June 2013 and September 2013
On a computer
Figure 55: Online activities performed in the past three months on a computer, September 2013
On a smartphone
Figure 56: Online activities performed in the past three months on a smartphone, September 2013
On a tablet
Figure 57: Online activities performed in the past three months on a tablet, September 2013
Social and sharing activities
Variations by device
Figure 58: Social and sharing online activities performed in the past three months, by device, September 2013
Variations by gender
Figure 59: Social and sharing online activities performed in the past three months, by gender, September 2013
Variations by age
Figure 60: Social and sharing online activities performed in the past three months, by age, September 2013
Variations by income
Figure 61: Social and sharing online activities performed in the past three months, by gross annual household income, September 2013
The quest for information
Variations by device
Figure 62: Information-finding activities performed online in the past three months, by device, September 2013
Variations by gender
Figure 63: Information-finding activities performed online in the past three months, by gender, September 2013
Variations by age
Figure 64: Information-finding activities performed online in the past three months, by age, September 2013
Variations by income
Figure 65: Information-finding activities performed online in the past three months, by gross annual household income, September 2013
Online shopping
Variations by device
Figure 66: Online shopping activities performed in the past three months, by device, September 2013
Variations by gender
Figure 67: Online shopping activities performed in the past three months, by gender, September 2013
Variations by age
Figure 68: Online shopping activities performed in the past three months, by age, September 2013
Variations by income
Figure 69: Online shopping activities performed in the past three months, by gross annual household income, September 2013
Online entertainment
Variations by device
Figure 70: Online entertainment activities performed in the past three months, by device, September 2013
Variations by gender
Figure 71: Online entertainment activities performed in the past three months, by gender, September 2013
Variations by age
Figure 72: Online entertainment activities performed in the past three months, by age, September 2013
Variations by income
Figure 73: Online entertainment activities performed in the past three months, by gross annual household income, September 2013
DIGITAL ADVERTISING
Key points
Almost one in five have clicked on social media ads
Figure 74: Digital advertising seen and clicked on within the past three months, September 2013
Figure 75: Facebook advertisement displayed on an iPhone 5, 2013
Social media ads help brands to engage with more 16-24s
Figure 76: Proportion of people who have seen or clicked on any type of digital advert within the past three months, by age, September 2013
Mobile users are particularly receptive to ads
Figure 77: Proportion of smartphone and tablet users who have seen, clicked on and bought from any digital advert in the past three months, September 2013
Mailshots most likely to engage consumers as gamers don’t like interruption
Figure 78: Proportion of people who have clicked on each type of advert after seeing it, June and September 2013
Email advertising still provides the highest conversion
Figure 79: Digital advertising bought from within the past three months, June and September 2013
Men and under-45s the most likely to buy from ads
Figure 80: Proportion of people who have bought from any type of advert after clicking on ads in the past three months, by gender and age, September 2013
Attitudes towards digital advertising
Personalisation creeping in as consumer opinion remains split
Figure 81: Attitudes towards digital advertising, September 2013
Paid video streaming subscribers represent a lucrative target group
Figure 82: Agreement with statements about digital advertising, by current paid video streaming subscribers, September 2013
Men are more open to personalised ads
Figure 83: Agreement with statements about digital advertising, by gender, September 2013
Humorous ads likely to go viral on social media
Figure 84: Agreement with statements about digital advertising, by age, September 2013
VIDEO STREAMING
Key points
Some 90% of video streamers have used YouTube
Figure 85: Awareness and usage of video streaming services, September 2013
Figure 86: Usage of video streaming services in the past three months, September 2013
A quarter of video streamers have paid streaming subscriptions
Figure 87: Awareness and usage of video streaming services, by category, September 2013
Terrestrial services reach all age groups, but paid streaming relies on under-35s
Figure 88: Awareness and usage of video streaming services, by category, by gender and age, September 2013
Attitudes towards video streaming
Wealth of free content puts some people off subscribing to paid services
Figure 89: Attitudes towards video streaming, September 2013
Younger consumers most likely to replace live TV with online streams
Figure 90: Attitudes towards video streaming, by age, September 2013
Opportunity for Blinkbox and Wuaki to target a slightly older crowd
Figure 91: Attitudes towards video streaming, by age, September 2013
Figure 92: Usage of Blinkbox, by age, September 2013
EUROPEAN COMPARISONS
Ownership of consumer technology products
Figure 93: Household ownership of consumer technology products in France, Germany, Italy, Spain and the UK, September/October 2013
Computers and e-readers
Figure 94: Household ownership of computers and e-readers in France, Germany, Italy, Spain and the UK, September/October 2013
Televisions
Figure 95: Household ownership of televisions in France, Germany, Italy, Spain and the UK, September/October 2013
Mobile phones
Figure 96: Personal ownership of mobile phones in France, Germany, Italy, Spain and the UK, September/October 2013
Other portable devices
Figure 97: Personal ownership of digital cameras and Sat-Nav devices in France, Germany, Italy, Spain and the UK, September/October 2013
Online Activities
Figure 98: Top ten online activities performed in the past three months in France, Germany, Italy and Spain, October 2013
Figure 99: Online activities performed in the past three months in France, October 2013
Figure 100: Online activities performed in the past three months in Germany, October 2013
Figure 101: Online activities performed in the past three months in Italy, October 2013
Figure 102: Online activities performed in the past three months in Spain, October 2013
APPENDIX – CONSUMER TECHNOLOGY PRODUCTS
Figure 103: Technology products in household, September 2013
Figure 104: Types of television in household, September 2013
Figure 105: Most common technology products in household, by demographics, September 2013
Figure 106: Next most common technology products in household, by demographics, September 2013
Figure 107: Other technology products in household, by demographics, September 2013
Figure 108: Technology products personally owned, September 2013
Figure 109: Technology products personally owned, by demographics, September 2013
Figure 110: Technology products in household, by most common technology products in household, September 2013
Figure 111: Technology products in household, by next most common technology products in household, September 2013
Figure 112: Technology products have in household, by other technology products in household, September 2013
Figure 113: Technology products personally owned, by most common technology products in household, September 2013
Figure 114: Technology products personally owned, by next most common technology products in household, September 2013
Figure 115: Technology products personally owned, by other technology products in household, September 2013
Figure 116: Technology products personally owned, by technology products personally owned, September 2013
Figure 117: Number of televisions in household, September 2013
Figure 118: Number of televisions in household, by demographics, September 2013
Figure 119: Technology products plan to buy/upgrade in the next three months, September 2013
Figure 120: Technology products plan to buy/upgrade in the next three months – Any computer, by demographics, September 2013
Figure 121: Technology products plan to buy/upgrade in the next three months – Any television, by demographics, September 2013
Figure 122: Technology products plan to buy/upgrade in the next three months – Smartphone, by demographics, September 2013
Figure 123: Technology products plan to buy/upgrade in the next three months – Laptop/netbook computer, by demographics, September 2013
Figure 124: Technology products plan to buy/upgrade in the next three months – Tablet computer, by demographics, September 2013
Figure 125: Technology products plan to buy/upgrade in the next three months –Static games console, by demographics, September 2013
Figure 126: Technology products plan to buy/upgrade in the next three months – High-definition (HD) TV, by demographics, September 2013
Figure 127: Technology products plan to buy/upgrade in the next three months – Internet-enabled TV, by demographics, September 2013
Figure 128: Technology products plan to buy/upgrade in the next three months – Desktop computer, by demographics, September 2013
Figure 129: Technology products plan to buy/upgrade in the next three months –e-reader, by demographics, September 2013
Figure 130: Technology products plan to buy/upgrade in the next three months – Blu-ray player, by demographics, September 2013
Figure 131: Technology products plan to buy/upgrade in the next three months – 3DTV, by demographics, September 2013
Figure 132: Technology products plan to buy/upgrade in the next three months – Digital or video camera, by demographics, September 2013
Figure 133: Technology products plan to buy/upgrade in the next three months – Surround sound/home cinema system, by demographics, September 2013
Figure 134: Technology products plan to buy/upgrade in the next three months – DVD player, by demographics, September 2013
Figure 135: Technology products plan to buy/upgrade in the next three months – Satellite navigation/GPS device, by demographics, September 2013
Figure 136: Technology products plan to buy/upgrade in the next three months – Portable media player, by demographics, September 2013
Figure 137: Technology products plan to buy/upgrade in the next three months – Portable games console, by demographics, September 2013
Figure 138: Technology products plan to buy/upgrade in the next three months – Basic mobile phone, by demographics, September 2013
APPENDIX – ONLINE ACTIVITIES
Figure 139: Online activities done in the last three months, September 2013
Figure 140: Online activities done on a tablet in the last three months, September 2013
Figure 141: Online activities done on a smartphone in the last three months, September 2013
Figure 142: Most common online activities done in the last three months – on any device, by demographics, September 2013
Figure 143: Next most common online activities done in the last three months – on any device, by demographics, September 2013
Figure 144: Next most common online activities done in the last three months – on any device, by demographics, September 2013
Figure 145: Next most common online activities done in the last three months – on any device, by demographics, September 2013
Figure 146: Least popular online activities done in the last three months – on any device, by demographics, September 2013
APPENDIX – DIGITAL ADVERTISING
Figure 147: Digital advertising seen and clicked on within the past 3 months, September 2013
Figure 148: Digital advertising bought from within the past 3 months, September 2013
Figure 149: Digital advertising seen and clicked on within the past 3 months – Any type of advert, by demographics, September 2013
Figure 150: Digital advertising seen and clicked on within the past 3 months – Online advert, by demographics, September 2013
Figure 151: Digital advertising seen and clicked on within the past 3 months – Sponsored link on a search engine, by demographics, September 2013
Figure 152: Digital advertising seen and clicked on within the past 3 months – Video advert/commercial, by demographics, September 2013
Figure 153: Digital advertising seen and clicked on within the past 3 months – Advert on a social media site, by demographics, September 2013
Figure 154: Digital advertising seen and clicked on within the past 3 months – Advert based on my browsing history, by demographics, September 2013
Figure 155: Digital advertising seen and clicked on within the past 3 months – Advert or promotion within an email, by demographics, September 2013
Figure 156: Digital advertising seen and clicked on within the past 3 months – Advert within a game, by demographics, September 2013
Figure 157: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 158: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 159: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 160: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 161: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 162: Digital advertising bought from within the past 3 months, by demographics, September 2013
Figure 163: Digital advertising bought from within the past 3 months, September 2013
Figure 164: Digital advertising seen and clicked on within the past 3 months, by devices used to access the internet, September 2013
Figure 165: Digital advertising bought from within the past 3 months, by devices used to access the internet, September 2013
Figure 166: Attitudes towards digital advertising, September 2013
Figure 167: Agreement with the statement ‘I find online advertising annoying’, by demographics, September 2013
Figure 168: Agreement with the statement ‘I find online advertising intrusive’, by demographics, September 2013
Figure 169: Agreement with the statement ‘Advertising that is based on my browsing history makes me feel uncomfortable’, by demographics, September 2013
Figure 170: Agreement with the statement ‘I wouldn’t mind watching a advert or promotional video that can be skipped after a few seconds’, by demographics, September 2013
Figure 171: Agreement with the statement ‘I would rather see online advertising than pay for advertising free apps and online services’, by demographics, September 2013
Figure 172: Agreement with the statement ‘I like online advertising that is humorous’, by demographics, September 2013
Figure 173: Agreement with the statement ‘I like online advertising that is related to my personal interests’, by demographics, September 2013
Figure 174: Agreement with the statement ‘If I really liked an online advert or promotional video, I would share it with my friends’, by demographics, September 2013
Figure 175: Agreement with the statement ‘I am happy for companies to use my data to make online advertising more relevant’, by demographics, September 2013
Figure 176: Agreement with the statement ‘I would be willing to pay for advertising free apps and online services’, by demographics, September 2013
Figure 177: Attitudes towards digital advertising, by awareness and usage of video streaming services – Current terrestrial on-demand users (net), September 2013
Figure 178: Attitudes towards digital advertising, by awareness and usage of video streaming services – Current pay TV on-demand users (net), September 2013
Figure 179: Attitudes towards digital advertising, by awareness and usage of video streaming services – Current paid streaming subscribers (net), September 2013
APPENDIX – VIDEO STREAMING
Figure 180: Awareness and usage of video streaming services, September 2013
Figure 181: Awareness and usage of video streaming services – terrestrial on-demand services (net), by demographics, September 2013
Figure 182: Awareness and usage of video streaming services – pay TV on-demand users (net), by demographics, September 2013
Figure 183: Awareness and usage of video streaming services – paid streaming services (net), by demographics, September 2013
Figure 184: Awareness and usage of video streaming services – YouTube, by demographics, September 2013
Figure 185: Awareness and usage of video streaming services – BBC iPlayer, by demographics, September 2013
Figure 186: Awareness and usage of video streaming services – ITV Player, by demographics, September 2013
Figure 187: Awareness and usage of video streaming services – 4 on Demand, by demographics, September 2013
Figure 188: Awareness and usage of video streaming services – Demand 5, by demographics, September 2013
Figure 189: Awareness and usage of video streaming services – On demand, by demographics, September 2013
Figure 190: Awareness and usage of video streaming services – LOVEFiLM, by demographics, September 2013
Figure 191: Awareness and usage of video streaming services – Sky Go, by demographics, September 2013
Figure 192: Awareness and usage of video streaming services – Netflix, by demographics, September 2013
Figure 193: Awareness and usage of video streaming services – Google Play, by demographics, September 2013
Figure 194: Awareness and usage of video streaming services – Virgin TV On Demand, by demographics, September 2013
Figure 195: Awareness and usage of video streaming services – YouView, by demographics, September 2013
Figure 196: Awareness and usage of video streaming services – BT Vision Player, by demographics, September 2013
Figure 197: Awareness and usage of video streaming services – NOW TV, by demographics, September 2013
Figure 198: Awareness and usage of video streaming services – Virgin TV Anywhere, by demographics, September 2013
Figure 199: Awareness and usage of video streaming services – Blinkbox, by demographics, September 2013
Figure 200: Attitudes towards video streaming, September 2013
Figure 201: Most popular attitudes towards video streaming, by demographics, September 2013
Figure 202: Next most popular attitudes towards video streaming, by demographics, September 2013
Figure 203: Other attitudes towards video streaming, by demographics, September 2013
Figure 204: Attitudes towards video streaming, by most popular attitudes towards video streaming, September 2013
Figure 205: Attitudes towards video streaming, by most popular attitudes towards video streaming, September 2013 (continued)
Figure 206: Attitudes towards video streaming, by next most popular attitudes towards video streaming, September 2013
Figure 207: Attitudes towards video streaming, by next most popular attitudes towards video streaming, September 2013 (continued)
Figure 208: Attitudes towards video streaming, by awareness and usage of video streaming services – terrestrial on-demand services (net), September 2013
Figure 209: Attitudes towards video streaming, by awareness and usage of video streaming services – pay TV on-demand services (net), September 2013
Figure 210: Attitudes towards video streaming, by awareness and usage of video streaming services – paid streaming services (net), September 2013
APPENDIX – EUROPEAN COMPARISONS – CONSUMER TECHNOLOGY PRODUCTS
Figure 211: Technology products owned by household, by country, October 2013
Figure 212: Most popular technology products owned by household – all countries, by demographics, October 2013
Figure 213: Next most popular technology products owned by household – all countries, by demographics, October 2013
Figure 214: Other technology products owned by household – all countries, by demographics, October 2013
Figure 215: Most popular technology products owned by household, by demographics, France, October 2013
Figure 216: Next most popular technology products owned by household, by demographics, France, October 2013
Figure 217: Other technology products owned by household, by demographics, France, October 2013
Figure 218: Most popular technology products owned by household, by demographics, Germany, October 2013
Figure 219: Next most popular technology products owned by household, by demographics, Germany, October 2013
Figure 220: Other technology products owned by household, by demographics, Germany, October 2013
Figure 221: Most popular technology products owned by household, by demographics, Italy, October 2013
Figure 222: Next most popular technology products owned by household, by demographics, Italy, October 2013
Figure 223: Other technology products owned by household, by demographics, Italy, October 2013
Figure 224: Most popular technology products owned by household, by demographics, Spain, October 2013
Figure 225: Next most popular technology products owned by household, by demographics, Spain, October 2013
Figure 226: Other technology products owned by household, by demographics, Spain, October 2013
Figure 227: Technology products personally owned, by country, October 2013
Figure 228: Technology products personally owned - all countries, by demographics, October 2013
Figure 229: Technology products personally owned, by demographics, France, October 2013
Figure 230: Technology products personally owned, by demographics, Germany, October 2013
Figure 231: Technology products personally owned, by demographics, Italy, October 2013
Figure 232: Technology products personally owned, by demographics, Spain, October 2013