Press release -
Teens And Tweens Technology Usage - UK - May 2014
For younger consumers, social media is set to become the favoured channel for communication between brands and customers or potential customers, as customer support, product reviews, advertising and potentially even e-commerce all migrate to social channels. High levels of interaction with brands though social channels will serve to empower the next generation of young consumers and encourage brands to improve customer relations, as any negative feedback or reviews can easily be broadcast to large proportion of a brand’s customer base.
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Table of Content
Introduction
Definition
Abbreviations
Executive Summary
Market factors
European Commission and OFT weigh in on in-app purchasing debate
ISPs introduce Cameron-supported internet filters to protect children
Next-generation console releases to fuel recovery in the market
A falling average smartphone price could drive adoption among children
Entertainment hub positioning pushes consoles out of the bedroom
Booming tablet market cannibalises desktop and laptop sales
The consumer
86% of children use a mobile device in the home
Figure 1: Technology used in the home, March 2014
Personal ownership is high for the majority of devices
Figure 2: Technology ownership, March 2014
Android continues to dominate, but iPhone 5C has boosted Apple’s share
Figure 3: Smartphone ownership, March 2014
Contract penetration is roughly on par with that of adults
Figure 4: Smartphone payment type, March 2014
Interaction with strangers is the primary parental concern
Figure 5: Parental concerns, March 2014
Children are most likely to have an equal input when making a purchase
Figure 6: Influence of children in the purchasing process, March 2014
Educational value is the primary feature looked for when buying a device
Figure 7: Purchasing priorities, March 2014
69% of parents say their child uses some form of social media
Half of parents of social media users are aware of age restrictions
Figure 8: Parental attitudes towards social media, March 2014
Instagram and YouTube are more popular among children than adults
Figure 9: Social media websites/apps used, March 2014
Poorly enforced age restrictions have little impact on usage
Half of children who use social media interact with brands online
Figure 10: Children’s attitudes towards social media, March 2014
Consoles are still used primarily for gaming rather than entertainment
Nintendo Wii’s family positioning has translated to a higher penetration
Figure 11: Games console ownership, March 2014
Next-gen console war has no clear winner, but Nintendo is out of the race
Figure 12: Demand for next-generation games consoles, March 2014
Brand loyalty plays a major role in the next-gen console war
What we think
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Issues and Insights
What can brands expect from the next generation of young consumers?
The facts
The implications
How influential are children in the technology device purchasing process?
The facts
The implications
Trend Application
Trend: Mind Mapped
Trend: Totophobia
Mintel futures: Brand Intervention
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Market Drivers
Key points
European Commission and OFT weigh in on in-app purchasing debate
ISPs introduce Cameron-supported internet filters to protect children
Next-generation console releases to fuel recovery in the market
Figure 13: Forecast value of UK video game and console sales, 2008-18
A falling average smartphone price could drive adoption among children
Figure 14: Forecast value of UK mobile phone sales, 2008-18
Figure 15: Ownership of mobile phones/smartphones, by age of child, 2011-13
Entertainment hub positioning pushes consoles out of the bedroom
Figure 16: Presence of a TV or games console in children’s bedrooms, by age of child, 2009-13
Figure 17: Presence of technology devices in children’s bedrooms, by age of child, April-June 2013
Booming tablet market cannibalises desktop and laptop sales
Figure 18: Value of UK desktop, laptop and tablet computer sales, by device, 2008-13
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Topics
- Business enterprise, General