Digital Trends Autumn - UK - September 2013:Industry Trends, Size and Shares Research Report

Digital Trends Autumn - UK - September 2013
This report examines the trends in consumer technology and digital media in the UK, looking at changes in
device ownership over the past three months – consumers’ purchasing intentions; changes in
online activity – and analyses what industry developments are driving these changes.
It also takes a look at digital advertising, investigating which forms of online adverts consumers are most
likely to notice, click on and buy from. Consumers’ attitudes towards digital advertising are also
analysed.
The report also investigates which devices people use to second screen, how often they use them and what
they think about different aspects of second screening.
Digital Trends also provides top-level comparisons of technology ownership and participation in online
activities in the UK against that of consumers in France, Germany, Italy and Spain.
table Of Content
introduction
definition
abbreviations
executive Summary
consumer Technology Products
ownership Of Consumer Technology Products
figure 1: Household/personal Ownership Of Consumer Technology Products, June 2013
televisions
ownership
figure 2: Household Ownership Of Television Sets, June 2013
mobile Phones
ownership Patterns
figure 3: Personal Ownership Of Mobile Phones, January 2012-june 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, June
2013
devices Used To Access The Internet
almost Three In Five People Now Connect Via Smartphones
figure 5: Devices Used To Access The Internet, June 2013 And Percentage Point Change Between July 2012
And June 2013
online Activities Performed
on Any Device

figure 6: Online Activities Performed In The Past Three Months, June 2013
digital Advertising
two Fifths Of Consumers Have Clicked On Digital Adverts
figure 7: Digital Advertising Seen And Clicked On Within The Past Three Months, June 2013
almost Half Of Ad Clickers Go On To Buy
figure 8: Digital Advertising Bought From Within The Past Three Months, June 2013
second Screening
second Screening Spreads Across Both Computer And Mobile Devices
figure 9: Devices Used When Second Screening, June 2013
attitudes Towards Second Screening
around A Third Of Second Screeners ‘switch Off’ During Ad Breaks
figure 10: Attitudes Towards Second Screening, June 2013
european Comparisons
figure 11: Household Ownership Of Consumer Technology Products In France, Germany, Italy, Spain And
The Uk, June/august 2013
what We Think
consumer Technology Products
key Points
figure 12: Household/personal Ownership Of Consumer Technology Products, June 2013
planned Purchase Or Upgrade Of Consumer Technology Products
figure 13: Plans For Purchase Or Upgrade Of Consumer Technology Products In The Next Three Months,
June 2013
televisions
ownership
figure 14: Household Ownership Of Television Sets, June 2013
figure 15: Proportion Of Large-screen Tvs (32” And Above) On The Currys Website That Have Smart
Technology, February-august 2013
a ‘smart’ Strategy Helps Samsung To Lead The Way
figure 16: Ownership Of Smart Tvs In The Uk, By Brand, 2013
tablets May Start To Hurt Secondary Tv Market
figure 17: Number Of Televisions In Household, June 2013
demographic Breakdown
picture Quality A Bigger Focus For Men
figure 18: Household Ownership Of Televisions, By Gender, June 2013
older Consumers More Likely To Have A Tv, But Less Likely To Have Upgraded
figure 19: Household Ownership Of Televisions, By Age, June 2013
newer Technologies Dependent On High Earners
figure 20: Household Ownership Of Televisions, By Gross Annual Household Income, June 2013
plans For Purchase Or Upgrade

figure 21: Plans For Purchase Or Upgrade Of Television Sets In The Next Three Months, June 2013
men Driving The Purchase Of New Televisions
figure 22: Plans To Purchase Any Television In The Next Three Months, By Gender, June 2013
25-34s Most Likely To Be Actively Looking For A New Tv
figure 23: Plans To Purchase Any Television In The Next Three Months, By Age, June 2013
computers And E-readers
ownership Patterns
figure 24: Household Ownership Of Computers And E-readers, January 2012-june 2013
tablet Market Becoming Far More Than Just The Ipad
figure 25: Google Nexus 7” Tablet, Launched In August 2013
tablet Market Still In Its Infancy
figure 26: Proportion Of People Who Say They Would Consider Buying A Tablet In The Future (as Of April
2013), Compared Against Current Household Owners, By Age, June 2013
demographic Ownership Patterns
women 5 Percentage Points More Likely To Own An E-reader
figure 27: Household Ownership Of Computers And E-readers, By Gender, June 2013
people On Higher Incomes Own More Form Factors
figure 28: Household Ownership Of Computers And E-readers, By Gross Annual Household Income, June
2013
e-readers Defy The Age Trend
figure 29: Household Ownership Of Computers And E-readers, By Age, April 2013
figure 30: Plans For Purchase Or Upgrade Of Computers And E-readers In The Next Three Months, June
2013
demographic Patterns In Intended Purchases
higher Interest In Tablets Not Just Limited To Young People
figure 31: Plans For Purchase Or Upgrade Of Computers And E-readers In The Next Three Months, By Age,
June 2013
more Than A Fifth Of Men Still Considering Desktop Purchase
figure 32: Plans For Purchase Or Upgrade Of Computers And E-readers In The Next Three Months, By
Gender, June 2013
mobile Phones
ownership Patterns
figure 33: Personal Ownership Of Mobile Phones, January 2012-june 2013
demographic Ownership Patterns
basic Mobile Phones Now Only More Popular Amongst Over-65s
figure 34: Personal Ownership Of Mobile Phones, By Age, June 2013
some 85% Of Top Earners Now Have A Smartphone
figure 35: Personal Ownership Of Mobile Phones, By Gross Annual Household Income, June 2013
lower Socio-economic Classes Less Likely To Have Upgraded
figure 36: Personal Ownership Of Mobile Phones, By Socio-economic Group, June 2013

figure 37: Plans For Purchase Or Upgrade Of Mobile Phones In The Next Three Months, June 2013
men More Likely To Be Planning The Purchase Of A Smartphone
figure 38: Plans For Purchase Or Upgrade Of Mobile Phones In The Next Three Months, By Gender, June
2013
over-65s Three Times As Likely To Be Considering Smartphones As Basic Handsets
figure 39: Plans For Purchase Or Upgrade Of Mobile Phones In The Next Three Months, By Age, June 2013
devices Used To Access The Internet
almost Three In Five People Now Connect Via Smartphones
figure 40: Devices Used To Access The Internet, June 2013 And Percentage Point Change Between July 2012
And June 2013
news, Trends And Analyses
wireless Streaming Services Could Revolutionise Tv Viewing Habits
apple Tv Allows Screen Mirroring, But Limited To Ios Devices
figure 41: Apple Tv Menu Screen, Third-generation Device Launched In January 2013
roku Offers A More Open Platform But Has Limited Functionality
figure 42: Roku Menu Screen, Third Generation Launched In March 2013
google Chromecast: No Box, No Apps, But No Limits?
online Activities
key Points
online Activities Performed
on Any Device
figure 43: Online Activities Performed In The Past Three Months, June 2013
on A Computer
figure 44: Online Activities Performed In The Past Three Months On A Computer, June 2013
on A Smartphone
figure 45: Online Activities Performed In The Past Three Months On A Smartphone, June 2013
on A Tablet
figure 46: Online Activities Performed In The Past Three Months On A Tablet, June 2013
social And Sharing Activities
variations By Device
figure 47: Social And Sharing Online Activities Performed In The Past Three Months, By Device, June 2013
variations By Gender
figure 48: Social And Sharing Online Activities Performed In The Past Three Months, By Gender, June 2013
variations By Age
figure 49: Social And Sharing Online Activities Performed In The Past Three Months, By Age, June 2013
variations By Income
figure 50: Social And Sharing Online Activities Performed In The Past Three Months, By Gross Annual
Household Income, June 2013
the Quest For Information

figure 51: Information-finding Activities Performed Online In The Past Three Months, By Device, June 2013
figure 52: Information-finding Activities Performed Online In The Past Three Months, By Gender, June 2013
variations By Age
figure 53: Information-finding Activities Performed Online In The Past Three Months, By Age, June 2013
figure 54: Information-finding Activities Performed Online In The Past Three Months, By Gross Annual
Household Income, June 2013
online Shopping
figure 55: Online Shopping Activities Performed In The Past Three Months, By Device, June 2013
figure 56: Online Shopping Activities Performed In The Past Three Months, By Gender, June 2013
variations By Age
figure 57: Online Shopping Activities Performed In The Past Three Months, By Age, June 2013
figure 58: Online Shopping Activities Performed In The Past Three Months, By Gross Annual Household
Income, June 2013
online Entertainment
figure 59: Online Entertainment Activities Performed In The Past Three Months, By Device, June 2013
figure 60: Online Entertainment Activities Performed In The Past Three Months, By Gender, June 2013
variations By Age
figure 61: Online Entertainment Activities Performed In The Past Three Months, By Age, June 2013
figure 62: Online Entertainment Activities Performed In The Past Three Months, By Gross Annual Household
Income, June 2013
digital Advertising
key Points
two Fifths Of Consumers Have Clicked On Digital Adverts
figure 64: Top Ten Categories, Share Of Global Mobile Impressions, May 2012 And May 2013
mailshots Most Likely To Engage Consumers
figure 65: Proportion Of People Who Have Clicked On Each Type Of Advert After Seeing It, June 2013
second Screen Ads Could Engage More 16-24s
figure 66: Proportion Of People Who Have Seen Or Clicked On Any Type Of Digital Advert Within The Past
Three Months, By Age, June 2013
almost Half Of Ad Clickers Go On To Buy
almost A Third Of 25-34-year-olds Have Bought From A Digital Advert

figure 68: Proportion Of People Who Have Bought From Any Type Of Advert After Clicking On Ads In The
Past Three Months, By Age, June 2013
attitudes Towards Digital Advertising
personalised Advertising Divides Consumers
figure 69: Attitudes Towards Digital Advertising, June 2013
half Of Ad Buyers Favour Personalised Ads
figure 70: Agreement With Statements About Digital Advertising, By Consumers Who Have Bought
Something Via A Digital Ad Within The Past Three Months, April 2013
women More Likely To Feel Uncomfortable About Personalised Advertising
figure 71: Agreement With Statements About Digital Advertising, By Gender, June 2013
opportunity For Social Media To Transform Video Advertising
figure 72: Agreement With Statements About Digital Advertising, By Age, June 2013
second Screening
key Points
second Screening Spreads Across Both Computer And Mobile Devices
proportion Of Device Owners Who Second Screen
figure 74: Proportion Of Device Owners Who Use Each Device To Second Screen, June 2013
smartphones Used For Regular ‘media Meshing’ Activities
figure 75: Frequency Of Second Screening, By Device, June 2013
mobile Second Screeners Are An Active Group
figure 76: Online Activities Performed In The Past Three Months, By Mobile Second Screeners, June 2013
almost Three Quarters Of 16-34s Use Mobiles To Second Screen
figure 77: Devices Used To Second Screen, By Age, June 2013
attitudes Towards Second Screening
around A Third Of Second Screeners ‘switch Off’ During Ad Breaks
younger Consumers Immersed In ‘media Meshing’, But Try To Avoid Ads And
‘spoilers’
figure 79: Attitudes Towards Second Screening, By Age, June 2013
mobile Second Screeners Most Likely To Be Interested In New Features
figure 80: Attitudes Towards Second Screening, By Devices Used When Second Screening, June 2013
european Comparisons
figure 81: Household Ownership Of Consumer Technology Products In France, Germany, Italy, Spain And
The Uk, June-august 2013
computers And E-readers
figure 82: Household Ownership Of Computers And E-readers In France, Germany, Italy, Spain And The Uk,
June-august 2013

home Entertainment Systems
figure 83: Household Ownership Of Home Entertainment Systems In France, Germany, Italy, Spain And The
Uk, June-august 2013
mobile Phones
figure 84: Personal Ownership Of Mobile Phones In France, Germany, Italy, Spain And The Uk, June-august
2013
other Portable Devices
figure 85: Personal Ownership Of Digital Cameras And Satnav Devices In France, Germany, Italy, Spain And
The Uk, June-august 2013
online Activities
figure 86: Top Ten Online Activities Performed In The Past Three Months In France, Germany, Italy And
Spain, August 2013
figure 87: Online Activities Performed In The Past Three Months In France, August 2013
figure 88: Online Activities Performed In The Past Three Months In Germany, August 2013
figure 89: Online Activities Performed In The Past Three Months In Italy, August 2013
figure 90: Online Activities Performed In The Past Three Months In Spain, August 2013
appendix – Consumer Technology Products
figure 91: Technology Products In Household, June 2013
figure 92: Most Popular Technology Products In Household, By Demographics, June 2013
figure 93: Next Most Popular Technology Products In Household, By Demographics, June 2013
figure 94: Other Technology Products In Household, By Demographics, June 2013
figure 95: Types Of Television In Household, June 2013
figure 96: Types Of Television In Household, By Demographics, June 2013
figure 97: Number Of Televisions In Household, June 2013
figure 98: Number Of Televisions In Household, By Demographics, June 2013
figure 99: Number Of Televisions In Household, By Demographics, June 2013
figure 100: Technology Products Personally Owned, June 2013
figure 101: Technology Products Personally Owned, By Demographics, June 2013
figure 102: Technology Products Plan To Buy/upgrade In The Next Three Months, June 2013
figure 103: Technology Products Plan To Buy/upgrade In The Next Three Months – Any Television,
By Demographics, June 2013
figure 104: Technology Products Plan To Buy/upgrade In The Next Three Months – Any Computer,
figure 105: Technology Products Plan To Buy/upgrade In The Next Three Months – High-definition
Tv, By Demographics, June 2013
figure 106: Technology Products Plan To Buy/upgrade In The Next Three Months – Internet-enabled
Tv, By Demographics, June 2013
figure 107: Technology Products Plan To Buy/upgrade In The Next Three Months – 3dtv, By
Demographics, June 2013
figure 108: Technology Products Plan To Buy/upgrade In The Next Three Months – Surround
Sound/home Cinema System, By Demographics, June 2013

figure 109: Technology Products Plan To Buy/upgrade In The Next Three Months – Dvd Player, By
figure 110: Technology Products Plan To Buy/upgrade In The Next Three Months – Blu-ray Player,
figure 111: Technology Products Plan To Buy/upgrade In The Next Three Months – Desktop
Computer, By Demographics, June 2013
figure 112: Technology Products Plan To Buy/upgrade In The Next Three Months – Laptop/netbook
Computer, By Demographics, June 2013
figure 113: Technology Products Plan To Buy/upgrade In The Next Three Months – Tablet Computer,
figure 114: Technology Products Plan To Buy/upgrade In The Next Three Months – E-reader, By
figure 115: Technology Products Plan To Buy/upgrade In The Next Three Months – Digital Or Video
Camera, By Demographics, June 2013
figure 116: Technology Products Plan To Buy/upgrade In The Next Three Months – Satellite
Navigation/gps Device, By Demographics, June 2013
figure 117: Technology Products Plan To Buy/upgrade In The Next Three Months – Smartphone, By
figure 118: Technology Products Plan To Buy/upgrade In The Next Three Months – Basic Mobile
Phone, By Demographics, June 2013
figure 119: Technology Products Plan To Buy/upgrade In The Next Three Months – Portable Media
Player, By Demographics, June 2013
figure 120: Technology Products Plan To Buy/upgrade In The Next Three Months – Static Games
Console, By Demographics, June 2013
figure 121: Technology Products Plan To Buy/upgrade In The Next Three Months – Portable Games
Console, By Demographics, June 2013
figure 122: Technology Products In Household, By Most Popular Technology Products In Household, June
2013
figure 123: Technology Products In Household, By Next Most Popular Technology Products In Household,
June 2013
figure 124: Technology Products In Household, By Other Technology Products In Household, June 2013
figure 125: Technology Products Personally Owned, By Most Popular Technology Products In Household,
June 2013
figure 126: Technology Products Personally Owned, By Next Most Popular Technology Products In
Household, June 2013
figure 127: Technology Products Personally Owned, By Other Technology Products In Household, June 2013
appendix – Online Activities
figure 128: Online Activities Done In The Last Three Months, June 2013
figure 129: Online Activities Done On A Tablet In The Last Three Months, June 2013
figure 130: Online Activities Done On A Smartphone In The Last Three Months, June 2013
figure 131: Most Popular Online Activities Done In The Last Three Months – On Any Device, By

figure 132: Next Most Popular Online Activities Done In The Last Three Months – On Any Device,
figure 135: Least Popular Online Activities Done In The Last Three Months – On Any Device, By
figure 136: Most Popular Online Activities Done In The Last Three Months – On A Computer, By
figure 137: Next Most Popular Online Activities Done In The Last Three Months – On A Computer,
figure 140: Least Popular Online Activities Done In The Last Three Months – On A Computer, By
figure 141: Most Popular Online Activities Done In The Last Three Months – On A Tablet, By
figure 142: Next Most Popular Online Activities Done In The Last Three Months – On A Tablet, By
figure 145: Least Popular Online Activities Done In The Last Three Months – On A Tablet, By
figure 146: Most Popular Online Activities Done In The Last Three Months – On A Smartphone, By
figure 147: Next Most Popular Online Activities Done In The Last Three Months – On A Smartphone,
figure 150: Least Popular Online Activities Done In The Last Three Months – On A Smartphone, By
appendix – Digital Advertising

figure 152: Any Type Of Advertising Seen And Clicked On Within The Past Three Months, By
figure 153: Online Advertising Seen And Clicked On Within The Past Three Months, By Demographics, June
2013
figure 154: Video Advert/commercial Advertising Seen And Clicked On Within The Past Three Months, By
figure 155: Sponsored Link On A Search Engine Advertising Seen And Clicked On Within The Past Three
Months, By Demographics, June 2013
figure 156: Advert On A Social Media Site Advertising Seen And Clicked On Within The Past Three Months,
figure 157: Advert Based On My Browsing History Advertising Seen And Clicked On Within The Past Three
figure 158: Advert Within A Game Advertising Seen And Clicked On Within The Past Three Months, By
figure 159: Advert Or Promotion Within An Email Advertising Seen And Clicked On Within The Past Three
figure 162: Attitudes Towards Digital Advertising, June 2013
figure 163: Attitudes Towards Digital Advertising, By Digital Advertising Bought From Within The Past
Three Months,, June 2013
figure 164: Agreement With The Statement ‘i Find Online Advertising Intrusive’, By
figure 165: Agreement With The Statement ‘i Find Online Advertising Annoying’, By
figure 166: Agreement With The Statement ‘advertising That Is Based On My Browsing History
Makes Me Feel Uncomfortable’, By Demographics, June 2013
figure 167: Agreement With The Statement ‘i Like Online Advertising That Is Humorous’, By
figure 168: Agreement With The Statement ‘i Like Online Advertising That Is Related To My
Personal Interests’, By Demographics, June 2013
figure 169: Agreement With The Statement ‘i Am Happy For Companies To Use My Data To Make
Online Advertising More Relevant’, By Demographics, June 2013
figure 170: Agreement With The Statement ‘i Would Be Willing To Pay For Ad-free Apps And
Online Services’, By Demographics, June 2013
figure 171: Agreement With The Statement ‘i Would Rather See Online Advertising Than Pay For
Ad-free Apps And Online Services’, By Demographics, June 2013
figure 172: Agreement With The Statement ‘if I Really Liked An Online Ad Or Promotional Video, I
Would Share It With My Friends’, By Demographics, June 2013
figure 173: Agreement With The Statement ‘i Wouldn’t Mind Watching A Promotional Video
That Can Be Skipped After A Few Seconds’, By Demographics, June 2013

appendix – Second Screening
figure 175: Devices Used When Second Screening, By Demographics, June 2013
figure 176: Frequency Of Second Screening, By Device, June 2013
figure 177: Frequency Of Second Screening, By Laptop/netbook Computer, By Demographics, June 2013
figure 178: Frequency Of Second Screening, By Smartphone Device, By Demographics, June 2013
figure 179: Frequency Of Second Screening, By Desktop Computer Device, By Demographics, June 2013
figure 180: Frequency Of Second Screening, By Tablet Computer Device, By Demographics, June 2013
figure 182: Most Common Attitudes Towards Second Screening, By Demographics, June 2013
figure 183: Next Most Common Attitudes Towards Second Screening, By Demographics, June 2013
figure 184: Attitudes Towards Second Screening, By Most Popular Attitudes Towards Second Screening,
June 2013
figure 185: Attitudes Towards Second Screening, By Devices Used When Second Screening, June 2013
appendix – European Comparisons – Consumer Technology Products
figure 186: Technology Products Owned In Household, August 2013
figure 187: Technology Products Personally Owned, August 2013
figure 188: Most Popular Technology Products Owned In Household, By Demographics, All Four Countries,
August 2013
figure 189: Next Most Popular Technology Products Owned In Household, By Demographics, All Four
Countries, August 2013
figure 190: Most Popular Technology Products Owned In Household, By Demographics, France, August
2013
figure 191: Next Most Popular Technology Products Owned In Household, By Demographics, France,
August 2013
figure 192: Most Popular Technology Products Owned In Household, By Demographics, Germany, August
2013
figure 193: Next Most Popular Technology Products Owned In Household, By Demographics, Germany,
August 2013
figure 194: Most Popular Technology Products Owned In Household, By Demographics, Italy, August 2013
figure 195: Next Most Popular Technology Products Owned In Household, By Demographics, Italy, August
2013
figure 196: Most Popular Technology Products Owned In Household, By Demographics, Spain, August 2013
figure 197: Next Most Popular Technology Products Owned In Household, By Demographics, Spain, August
2013
figure 198: Technology Products Personally Owned, By Demographics, All Four Countries, August 2013
figure 199: Technology Products Personally Owned, By Demographics, France, August 2013
figure 200: Technology Products Personally Owned, By Demographics, Germany, August 2013
figure 201: Technology Products Personally Owned, By Demographics, Italy, August 2013
figure 202: Technology Products Personally Owned, By Demographics, Spain, August 2013

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Digital Trends Autumn - UK - September 2013:Industry Trends, Size and Shares Research Report

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Digital Trends Autumn - UK - September 2013:Industry Trends, Size and Shares Research Report