Table of Contents
- Issues in the Market
- Main issues
- Definitions
- Abbreviations
- Market in Brief
- Long term potential
- Market values are down
- Coping with the recession
- Key factors consumers look for when buying
- Practically speaking
- Market Environment
- Key points
- Keeping up with new technology
- Figure 1: Statements regarding new technology, 2003-09
- We are increasingly digitally enabled
- Figure 2: Trends in digital device usage, 2007-09
- Personal disposable income stagnates in 2009
- Figure 3: Trends in personal disposable income and consumer expenditure,
2004-14
- An aging population
- Figure 4: Trends in the age structure of the UK population, 2004-14
- Rise of smaller households
- Figure 5: Number of UK households, by size, 2004-14
- Market Size and Forecast
- Key points
- Lower prices sustain the market
- Figure 6: Technology and communications market, at current prices,
2004-14
- Accessibility helps drive adoption...
- Communications sector to fall in value
- Home as a leisure venue
- Figure 7: Cost of television sets owned, 2004-08
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Companies and Products
- Figure 8: Leading companies in the technology market and examlpes of
their brands
- Major players
- Apple Computer
- Asus
- Google
- Microsoft
- Nintendo
- Nokia
- Research in Motion
- Sony Corporation
- Brand Communication and Promotion
- Key points
- TV packages enjoy greatest growth
- Figure 9: Advertising spend within leading consumer technology
categories, 2006-08
- Internet grows as a marketing channel
- Figure 10: Advertising spend across all leading technology categories
over time, by channel, 2006-08
- How Much Do We Know About Technology?
- Key points
- Economic conditions impact on awareness
- Figure 11: Awareness of new technology currently available in the market
place, June 2008-March 2009
- Males most tech-savvy
- Impact of age
- Figure 12: Technological know-how, by age, March 2009
- Relationship between income and knowledge
- Impact of children on tech knowledge
- Figure 13: Knowledge about new technology, by presence of children in
the household, March 2009
- How Has the Recession Impacted on Technology Purchases?
- Key points
- Who is still spending?
- Figure 14: Current economic downturn and purchasing of new technology,
March 2009
- The Impact of Technical Expertise on Attitudes
- Key points
- Experts most likely to keep spending
- Figure 17: Awareness of new technology currently available in the market
place, by current economic downturn and purchasing of new technology, March
2009
- Technical expertise and things cut down on
- Figure 18: Awareness of new technology currently available in the market
place, by things willing to give up (or cut down) to get an electronic
device, March 2009
- Technical expertise and things looked for
- Figure 19: Awareness of new technology currently available in the market
place, by important things looked for when buying portable
technology/in-home technology, March 2009
- Appendix -- How Much Do We Know About Technology?
- Figure 20: Awareness of new technology currently available in the market
place, by demographics, March 2009
- Appendix -- How Has the Recession Impacted on Technology Purchases?
- Figure 21: Current economic downturn and purchasing of new technology,
by demographics, March 2009
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