UK Digital Trends Autumn Market Share 2014

New chapters continue to be written in the story of cannibalisation within the technology sector. For so long the rising popularity of the tablet computer contributed to the decline of other neighbouring device markets, but now the tables are set to be turned, as it could be the tablet market itself that starts to feel the impact of competitor products

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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, April and June 2014
Planned purchase or upgrade of consumer technology products
Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014
Televisions
Plans for purchase or upgrade
Figure 3: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
Mobile phones
Ownership patterns
Figure 4: Personal ownership of mobile phones, January 2012 - June 2014
Internet access
Devices used to access the internet
Two fifths of consumers now connect via tablets
Figure 5: Devices used to access the internet in the last three months, June 2014, and percentage-point change between June 2013 and June 2014
Online activities
On any device
Figure 6: Online activities performed in the past three months, June 2014 and percentage-point change between April and June 2014
Digital advertising
Two fifths of consumers have clicked on digital ads
Figure 7: Digital advertising seen and clicked on within the past three months, June 2014
Attitudes towards digital advertising
Will consumers allow brands to enter their internet of things?
Figure 8: Attitudes towards digital advertising, April 2014
Operating systems
Half of smartphone owners use an Android handset
Figure 9: Smartphone operating systems used, June 2014
Low-cost 7” tablets help Google to make up ground
Figure 10: Tablet operating systems used, June 2014
Attitudes towards operating systems
Familiarity is key, however trials could encourage consumers to switch OS
Figure 11: Attitudes towards smartphone and tablet operating systems, June 2014
European Comparisons
Devices used to access the internet
Figure 12: Devices used to access the internet in the last three months, June/August 2014
What we think

Consumer Technology Products – Overview

Key points
Ownership of consumer technology products
Figure 13: Household/personal ownership of consumer technology products, April and June 2014
Figure 14: The cannibalisation cycle, phablets, tablets and laptops competing against one another
Planned purchase or upgrade of consumer technology products
Figure 15: Plans for purchase or upgrade of consumer technology products in the next three months, April and June 2014

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Consumer Technology Products – Televisions

Key points
Ownership
Figure 16: Household ownership of television sets, April and June 2014
Plans for purchase or upgrade
Figure 17: Plans for purchase or upgrade of television sets in the next three months, April and June 2014
Demographic breakdown – by gender
Men 5 percentage points more likely to have a smart TV
Figure 18: Household ownership of televisions, by gender, June 2014
A third of men in the market for a new TV
Figure 19: Plans to purchase any television in the next three months, by gender, June 2014
Demographic breakdown – by age
One in ten 16-24s go without a television
Figure 20: Household ownership of televisions, by age, June 2014
In-store demonstrations could see older consumers interest in 4K TVs rise
Figure 21: Plans to purchase any television in the next three months, by age, June 2014
A third of TV owners now have just one set in their home
Figure 22: Number of televisions in household, June 2013 and June 2014

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