Author: Mintel Group Ltd.
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Digital Trends Quarterly - UK - September 2019

OVERVIEW
Covered in this Report
EXECUTIVE SUMMARY
Smartphones remain the most-bought device despite the challenge of innovation
Figure 1: Ownership of mobile phones, January 2012-June 2019
Smartwatch growth continues, with wearable camera ownership also on the rise
Figure 2: Ownership of wearable devices, November 2014-June 2019
Signs of a resurgence in desktop ownership
Figure 3: Ownership of computers, January 2012-June 2019
Peripherals driving growth in TV connectivity
Figure 4: Household TV connectivity, January 2019-June 2019
News consumption leads to increased tablet activity
Figure 5: Online activities done in the last three months on a tablet, June 2017-June 2019
People getting happier to use voice both in and out of home
Figure 6: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
Figure 7: Devices controlled by voice commands in the last three months, June 2019
HEADLINE DATA – TECHNOLOGY OWNERSHIP AND PURCHASING
Data highlights
Mobile phone ownership
Figure 8: Ownership of mobile phones, January 2012-June 2019
Wearable technology ownership
Figure 9: Ownership of wearable devices, November 2014-June 2019
Other personal technology ownership
Figure 10: Ownership of digital/video cameras and portable games consoles, December 2013-June 2019
Computer ownership
Figure 11: Ownership of computers, January 2012-June 2019
Computer form factors
Figure 12: Ownership of computers, by form factor. June 2017-June 2019
TV ownership
Figure 13: Household ownership of HD and Ultra HD 4K televisions, July 2016-June 2019
TV connectivity
Figure 14: Household TV connectivity, January 2019-June 2019
Other household technology ownership
Figure 15: Ownership of other household technology products, January 2012-June 2019
Recent purchasing
Figure 16: Technology products bought in the last three months, June 2017-June 2019
Planned purchasing
Figure 17: Technology products plan to buy in the next three months, June 2017-June 2019
HEADLINE DATA – ONLINE ACTIVITIES
Data highlights
Activities on any device
Figure 18: Online activities done in the last three months on any device*, June 2017-June 2019
Activities on a desktop/laptop
Figure 19: Online activities done in the last three months on a desktop/laptop, June 2017-June 2019
Activities on a tablet
Figure 20: Online activities done in the last three months on a tablet, June 2017-June 2019
Activities on a smartphone
Figure 21: Online activities done in the last three months on a smartphone, June 2017-June 2019
Other digital activity
Figure 22: Other digital activity in the last three months, April 2017-June 2019
HEADLINE DATA – SPECIAL FOCUS: VOICE
Data highlights
Voice command use situations
Figure 23: Situations in which people would be happy to use voice commands to control devices, April 2017 and June 2019
Devices controlled by voice
Figure 24: Devices controlled by voice commands in the last three months, June 2019
KEY TRENDS THIS QUARTER
New iPhone models tell the story of the smartphone market
Continued smartwatch growth highlights wearables’ potential to combat screen fatigue
Could esports drive a desktop market resurgence?
Growth in peripherals as more TVs get connected
Hybrid laptops see biggest growth in recent purchasing
News drives increased online activity across the board
Consumers showing increased willingness to use voice out of home
INSIGHT: POSITIVE SIGNS FOR TABLET MARKET AS USAGE INCREASES
News leads the way in increased tablet activity
Figure 25: Growth/decline in online activities, by device, January 2019-June 2019
All-you-can-eat subscriptions can further boost paid news consumption
Figure 26: Apple News+ subscription service homepage
Longer-form content is key for tablets
Figure 27: Type of online national newspaper article most willing to pay for, by devices used to access national news in the last three months, November 2018
Meanwhile, manufacturers are pushing productivity…
Figure 28: Samsung Galaxy Tab S4, with DeX
…at more appealing prices
More work = more play
Greatest growth potential among 25-34s
Figure 29: Tablet ownership, split by laptop owners and non-laptop owners, June 2019
Figure 30: Use of tablets for working or studying at home, May 2019
More productivity on the horizon
INSIGHT: GROWING OUT-OF-HOME OPPORTUNITIES FOR VOICE TECHNOLOGY 
People getting happier to use voice on-the-go
Using voice on a smartphone isn’t that smart
Wearables provide greater potential
Fitbit puts Alexa front and centre
Figure 31: Fitbit Versa 2, with Alexa
Hearables make the conversation flow
Figure 32: Second generation AirPods, featuring “Hey Siri”
Stepping stones to wider use
Opportunities for brands
Figure 33: Regularity of activities performed with voice-controlled speakers, April 2018
Experimenting with new ways to commercialise voice control
INSIGHT: FOCUS ON FAMILIES
Parents among the biggest buyers in all tech categories
Figure 34: Technology products bought in the last three months, June 2019
Hybrid households
Figure 35: Ownership of hybrid, laptop and tablet computers, by age of children in household vs all adults, June 2019
Parents of 5-11-year-olds the biggest buyers of smartphones
Challenger brands well positioned to compete on price
Safety concerns will play a key role in purchase decisions
Recording early experiences head-on
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Abbreviations

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