Table of Contents
- Issues in the Market
- Main issues
- Definition
- The Control Curve
- Abbreviations
- Insights and Opportunities
- Prop up support systems
- Converge on compatibility
- Human search
- Market in Brief
- Elements of control
- Major corporations still dominate
- Access all areas
- Navigating new technology: We want to hold a hand
- With a little help from our friends (and family)
- Who' s in control: Men or women?
- Who' s in control: Teens?
- Who' s in control: Only the rich?
- Fast Forward Trends
- Trend 1: Learning Through Play
- What' s it about?
- Observations
- Implications
- Trend 2: Trust From Testing
- What' s It About?
- Observations
- Implications
- Internal Market Environment
- Key points
- Broadband has brought more up to speed
- Figure 1: UK broadband penetration, 2004-08
- More web, more tech knowledge
- Figure 2: Feelings of technological know-how, by personal internet
usage, June 2008
- Internet access: Digital divide switching from age to class
- Figure 3: British internet penetration at home/work/place of study or
elsewhere, by gender, socio-economic group, age, region and working status,
2003-08
- Online activity: Going beyond the basics
- Figure 4: Selected activities undertaken on the internet in the last
three months, 2003-08
- Knowledge directly influences more advanced device ownership
- Figure 5: Feelings of technological know-how, versus digital items
personally used, June 2008
- Technology: Can advanced also mean inclusive?
- Software increasingly managing the clutter
- The impact of the mobile web
- Figure 6: Digital items personally used, June 2008
- Controlling living room technology
- Broader Market Environment
- Key points
- Pressure on gadget spend
- Gadget savvy segment of the population increasing
- Figure 7: Trends in the age structure of the UK population, by gender,
2003-13
- Will an ageing population become increasingly out of sync with new
technology?
- Figure 8: Adult population trends, by lifestage, 2003-13
- Strengths and Weaknesses in the Market
- Strengths
- Access
- Web 2.0 technologies
- Brand power
- Innovation
- Usability
- Weaknesses
- Incompatibility
- Consumer cynicism
- Brand power
- Cost
- Communication
- Who' s Innovating?
- Key points
- Home appliances increase control without the stress
- Touching the future?
- Blinking your way to a better computer life
- How Do Consumers Rate Their Tech Skills?
- Key points
- Very few Luddites and astronauts
- Figure 9: Feelings of technological know-how, June 2008
- Men know what they want; women know what they need
- Figure 10: Feelings of technological know-how, by detailed demographics,
June 2008
- Wisdom of experience lies with the young
- Figure 11: Feelings of technological know-how, by age, June 2008
- Feelings About New Technology
- Key points
- Consumers know what they want, but are they getting it?
- Figure 12: Consumer attitudes towards the rate of new technology
becoming available on the market (including gadgets, equipment and
software), June 2008
- Men are the keenest for convergence
- Figure 13: Selected consumer attitudes towards the rate of new
technology becoming available on the market, by gender, June 2008
- Figure 14: Device ownership by gender, July 2008
- Teens compete with older consumers for technology cynicism
- Figure 15: Consumer attitudes towards the rate of new technology
becoming available on the market, by age, June 2008
- Early adopters overwhelmed?
- Figure 16: Consumer attitudes towards the rate of new technology
becoming available on the market, by age, June 2008
- What women really want: Simple perfection, every time
- Figure 17: Consumer attitudes towards the rate of new technology
becoming available on the market, by gender, June 2008
- The difference boils down to interest
- Figure 18: Features used on a mobile phone, by gender
- How Do We Find Out About Technology?
- Key points
- Hi-tech products, lo-tech learning
- Figure 19: How consumers find out about new technology, June 2008
- The price must be right
- Brands hold hands
- Global conversations
- Figure 20: Selected ways in which consumers find out about new
technology, by gender, age, socio-economic group, personal internet usage
and mobile phone network, June 2008
- Who browses for info?
- When women go shopping, men hide online
- Figure 21: Selected ways in which consumers find out about new
technology, by gender, June 2008
- The young stay off the High Street
- Figure 22: Selected ways in which consumers find out about new
technology, by age, June 2008
- Better-off invest in quality
- Figure 23: Consumers that visit a technology brands website to find out
about new technology, by gross annual household income, June 2008
- Which groups are adverts hitting?
- Young most ad-aware
- Figure 24: Selected ways in which consumers find out about new
technology, by age, June 2008
- Plenty of value in print
- Figure 25: Discovering new technology through print advertising, by
socio-economic group and gross annual household income, June 2008
- Older consumers more likely to click on web ads
- Figure 26: Using web adverts to find out about new technology, by age
and personal internet usage, June 2008
- Who uses the media?
- Newspapers still have mass circulation
- Figure 27: Selected ways in which consumers find out about new
technology, by demographic sub-group, June 2008
- Narrowcasting through television
- Figure 28: Using TV shows to find out about new technology, by
demographic sub-group, June 2008
- Distinct routes to different groups
- Figure 29: How consumers find out about new technology, by feelings of
technological know-how, June 2008
- What Are Our Attitudes To Buying New Technology?
- Key points
- Purchasing decisions: a chance to take control
- Figure 30: Attitudes to buying new technology (including gadgets,
equipment and software), June 2008
- Who waits to buy?
- Teenagers curb their enthusiasm
- Figure 31: Willingness to wait to buy new technology, by age, June 2008
- Men look for functions, women seek out value
- Figure 32: Upgrading for obvious benefits, by gender, June 2008
- Who is guided by price?
- The disinterested watch their wallets
- Figure 33: Selected attitudes to buying new technology (including
gadgets, equipment and software), by gender and age, June 2008
- Who rushes in?
- Have money, will travel
- Figure 34: Propensity to buy new things as soon as they come to market,
by gender and gross annual household income, June 2008
- Kids need cash
- Figure 35: Propensity to buy new things as soon as they come to market,
by age and personal internet usage, June 2008
- Who are the worriers?
- Early adopters get cold feet
- Figure 36: Selected attitudes to buying new technology (including
gadgets, equipment and software), by age and gross household income, June
2008
- Men more stressed than women
- Figure 37: Selected attitudes to buying new technology (including
gadgets, equipment and software), by age, June 2008
- A little knowledge is a dangerous thing
- Figure 38: Selected attitudes to buying new technology (including
gadgets, equipment and software), by personal internet usage, June 2008
- Uncertainty the only certainty
- Figure 39: Attitudes to buying new technology, by feelings of
technological know-how, June 2008
- How Do We Feel About the Increasing Role of Technology?
- Key points
- Opinions ready to be led
- Figure 40: How consumers feel about the increasing impact technology has
on their lives, June 2008
- Men think they have control, but women are more likely to truly achieve it
- Figure 41: How consumers feel about the increasing impact technology has
on their lives, by gender, June 2008
- Teens have more fun with technology, but less control
- Figure 42: Selected ways that consumers feel about the increasing impact
technology has on their lives, by age, June 2008
- How Hard is it Using New Tech for the First Time?
- Key points
- Customer care lines: show us the value, not the money
- Figure 43: How consumers set up new technology for the first time after
purchase, June 2008
- More than a little help from our friends
- Who is confident?
- Figure 44: Selected ways in which consumers set up new technology for
the first time after purchase, by age, June 2008
- Figure 45: Selected ways in which consumers set up new technology for
the first time after purchase, by socio-economic group and gross annual
household income, June 2008
- Who wants what kind of help?
- Figure 46: Selected ways in which consumers set up new technology for
the first time after purchase, by age, June 2008
- Figure 47: Selected ways in which consumers set up new technology for
the first time after purchase, by age, June 2008
- Figure 48: How consumers set up new technology for the first time after
purchase, by feelings of technological know-how, June 2008
- Conclusion
- Key points
- What have we proved?
- So, who is in control?
- And how can brands take advantage?
- Appendix: How Do Consumers Rate Their Tech Skills?
- Figure 49: Feelings of technological know-how, by demographic sub-group,
June 2008
- Digital devices
- Figure 50: Digital items personally used, by feelings of technological
know-how, June 2008
- Online activities
- Figure 51: Online activities in the last three months, by feelings of
technological know-how, June 2008
- Appendix: Feelings About New Technology?
- Figure 52: Most popular attitudes towards the rate of new technology
becoming available on the market, by demographic sub-group, June 2008
- Figure 53: Next most popular attitudes towards the rate of new
technology becoming available on the market, by demographic sub-group, June
2008
- Appendix: How Do We Find Out About Technology?
- Figure 54: Most popular ways in which consumers find out about new
technology, by demographic sub-group, June 2008
- Figure 55: Next most popular ways in which consumers find out about new
technology, by demographic sub-group, June 2008
- Figure 56: Other ways in which consumers find out about new technology,
by demographic sub-group, June 2008
- Appendix: What Are Our Attitudes To Buying New Technology?
- Figure 57: Most popular attitudes to buying new technology (including
gadgets, equipment and software), by demographic sub-group, June 2008
- Figure 58: Next most popular attitudes to buying new technology
(including gadgets, equipment and software), by demographic sub-group, June
2008
- Appendix: How Do We Feel About the Increasing Role of Technology?
- Figure 59: Most popular feelings about the increasing impact technology
has on their lives, by demographic sub-group, June 2008
- Figure 60: Next most popular feelings about the increasing impact
technology has on their lives, by demographic sub-group, June 2008
- Appendix: How Hard is it Using New Tech for the First Time?
- Figure 61: Most popular ways in which consumers set up new technology
for the first time after purchase, by demographic sub-group, June 2008
- Figure 62: Next most popular ways in which consumers set up new
technology for the first time after purchase, June 2008
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