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Digital Trends Summer - UK - June 2015

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Specialist devices continue to decline
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
Figure 2: Household ownership of TVs, April 2015
Fathers are key targets
Tablets continue to outperform desktops
Personal ownership; women favour tablet devices
Figure 3: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
Evolution of the laptop
Figure 4: Types of laptop in the home, April 2015
Smartphones ownership races ahead, basic models decline
Figure 5: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
Internet access via televisions growing
Online activities
Research sources
Figure 6: Research done through a professional review website, April 2015
Consumers want smartphones, laptops and TVs
Figure 7: Plans to eventually upgrade consumer technology products, April 2015
CONSUMER TECHNOLOGY PRODUCTS – OVERVIEW
Consumer confidence on the rise
Figure 8: Financial situation, March 2015
Household ownership of specialist devices
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
Figure 10: Personal ownership of consumer technology products, November 2014 and April 2015
Specialist devices falling out of favour
Figure 11: Cannon Europe’s ‘City Climbers’ advertising campaign
Plans for purchase; consumers want smartphones, laptops and TVs
Figure 12: Plans to eventually upgrade consumer technology products, April 2015
Figure 13: Plans to upgrade consumer technology, by timescale, April 2015
CONSUMER TECHNOLOGY PRODUCTS – TELEVISIONS
Figure 14: Household ownership of TVs, April 2015
Internet access via TV low, but on the rise
Figure 15: Internet access through an internet-enabled television, April 2015
Plans to purchase; fathers are key targets
Figure 16: Plans to purchase or upgrade TV, April 2015
Figure 17: Plans to purchase or upgrade TV by timescale, April 2015
Personalisation is the next step
CONSUMER TECHNOLOGY PRODUCTS – COMPUTERS, TABLETS, E-READERS
Desktops, tablets, laptops, and e-readers in homes
Figure 18: Household ownership of desktops, tablets laptops, and e-readers, November 2014 and April 2015
Personal ownership; women favour tablet devices
Figure 19: Personal ownership of tablets, laptops, and e-readers, November 2014 and April 2015
Gamification’s learning potential
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
Figure 21: Personal ownership of laptops, tablets and e-readers, by age, April 2015
Plans for purchase or upgrade: desktops, laptops, tablet, e-readers
Figure 22: Plans for purchase or upgrade of desktops, laptops, tablet, and e-readers, April 2015
Multiple sources for internet access
Figure 23: Plans to upgrade or purchase device at some point in the future, April 2015
CONSUMER TECHNOLOGY PRODUCTS – LAPTOP TYPES
Figure 24: Types of laptop in the home, April 2015
Ultrabook owners highly engaged
Figure 25: Personal consumer technology product ownership, by types of laptop in home, April 2015
Chromebook’s simplicity is powerful
CONSUMER TECHNOLOGY PRODUCTS – MOBILE PHONES AND SMARTWATCHES
Personal ownership of mobiles, basic versus smart
Figure 26: Personal ownership of mobiles, basic versus smart, November 2014 and April 2015
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
Figure 28: Plans to purchase or upgrade mobile phones, basic versus smart, April 2015
Smartwatch ownership yet to pick up
Figure 29: Plans to purchase or upgrade a smartwatch, April 2015
INTERNET ACCESS
Figure 30: Internet access, November 2014 and April 2015
Internet access spreading across multiple devices
High-activity 16-34s: channels to market
Figure 31: Repertoire of number of ways internet is accessed, April 2015
ONLINE ACTIVITIES
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
Figure 33: Online activities by device, April 2015
Online shopping falls, while use of paid news sites increases
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
Figure 35: Other online activities on device, April 2015
CONSUMER ONLINE RESEARCH HABITS
Figure 36: Online research, April 2015
Social networking sites
Figure 37: Online research channel; research done through a social networking website, April 2015
Price comparison sites
Figure 38: Online research channel; research done through a price comparison website, April 2015
Customer review websites
Figure 39: Online research channel; research done through a customer review website, April 2015
Professional review sites
Figure 40: Online research channel; research done through a professional review website, April 2015
Brand/company websites
Figure 41: Online research channel; research done through a brand or company website, April 2015
Deal/voucher websites
Figure 42: Online research channel; research done through a deal or voucher website, April 2015
CHAID ANALYSIS – DIGITAL TRENDS SUMMER – JUNE 2015
Methodology
Key target groups for consumer technology purchases
Figure 43: Plan to purchase/upgrade technology products – CHAID – Tree output, April 2015
Figure 44: Plan to purchase/upgrade technology products – CHAID – Table output, April 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations

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