ipsos connect tech tracker - q4 2015 - · pdf filetechnology tracker | quarterly release: q4...

TECH TRACKER

QUARTERLY RELEASE: Q4 2015

http://www.ipsos-mori.com/_assets/mediact/techtracker/q4_2014/index.html

TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2015

2

QUARTERLY TRACKER -

TRENDS IN INTERNET USAGE,

TECH OWNERSHIP

AND THE

CONNECTED HOME

GB FACE TO FACE

SURVEY via Ipsos MORI Capibus

LATEST WAVE

QUARTER 4 2014 (Field in November)

REPRESENTATIVE SAMPLE OF

c.1000 GB ADULTS

AGED 15+

AREAS COVERED

Connected home

Smartphone ownership

Social networking

Internet usage

Content consumption

Music / games / TV / movies

Tablet ownership

Next Generation Technologies with a

focus on Smartwatches


There was an Increase in awareness amongst most next generation

technologies year on year. Usage for 4G and contactless payment also

increased considerably.

Introduction of new smartwatch brands has resulted in a year on year

increase in awareness for the gadget in GB. (66% in Q4’15 vs. 44% in

Q4’14). This is higher amongst men (70%), 15-34 year olds (78%) and

higher social class (ABC1: 74%).

Whilst still low, usage of smartwatches has doubled year on year (1% in

Q4’14 vs. 2% in Q4’15). Lower usage of smartwatches is because: 46% find

them expensive and 43% do not see the need for them amongst other

reasons.

6% of non-users are likely to buy one in the next 12 months. 7% of people

think they would buy one as a Christmas gift.

Next Generation Technologies with a focus

on smartwatches

There has been a gain in purchase of games in this quarter –

both via discs (13%) and downloads (9%).

36% of GB adults have watched a TV series via catch-up, with more than 2 in

10 claiming that they watched it in in a digital format (official or unofficial).

Ownership of tablets witnesses a year on year increase - 49%

in Q4’15 vs. 35% in Q4’14.

Ownership of iPad (28%) and non-iPad (26%) devices remains more or less

the same.

HEADLINES

3

Smartphones

Smartphone ownership is at 71%. As in Q3’15, iOS penetration

continues to be higher than Android (36% vs 31%).

Reading and sending emails (62%) and accessing social network sites (52%) remain

the top activities.

Internet usage

The proportion of adults accessing the internet remains

more or less consistent at 85%. Accessing internet via mobile continues

to increase steadily and is at 66% at the end of 2015.

The top online activities remain: accessing email (77%), browsing for information on

hobbies (68%), researching products and services (62%) and online shopping (61%).

Connected home

Q4’15 has also witnessed a year on year increase in ownership of tablets

(49%) IPads (28%), TV with internet (26%) as well as with Freeview (54%).

34% of GB adults have at least one games console in their household which has

remained more or less consistent across 2015.

Social networking

62% of GB adults claim to access social networking sites, with

PC/laptops (39%) and smartphones (36%) being the most used platforms.

Facebook remains the most visited social networking site and continues to grow

steadily over 2015 (52% in Q4’14 vs. 59% in Q4’15). 18% visited Twitter & Google+ and

16% visited Instagram in the past three months.

Tablets

Content consumption


INTERNET USAGE

HOW, WHEN, WHERE

4


INTERNET USAGE TRENDS

65

76

71

86

7

2

34

66

18

34

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q3'09

Q4'09

Q1'10

Q2'10

Q3'10

Q4'10

Q1'11

Q2'11

Q3'11

Q4'11

Q1'12

Q2'12

Q3'12

Q4'12

Q1'13

Q2'13

Q3'13

Q4'13

Q1'14

Q2'14

Q3'14

Q4'14

Q1'15

Q2'15

Q3'15

Q4'15

5

% HOW PEOPLE CONNECT TO THE INTERNET

Base: circa 2,000 interviews per wave until Quarter 1 2010, circa 1000 GB adults aged 15+ per wave thereafter Source: Ipsos MORI

* The wording used for measuring ‘internet connection by mobile phone’ has been

updated which means earlier data is not strictly comparable and is therefore not shown

Internet usage anywhere

Broadband at home *Connect using mobile phone

Connect via Dongle

Connect via Tablet


Females 85% 99% 97% 98% 95% 82% 54%

Females AB 96% 100% 99% 99% 98% 98% 84%

Females C1 90% 100% 100% 100% 99% 92% 61%

Females C2 86% 98% 98% 98% 93% 80% 52%

Females DE 70% 98% 92% 93% 88% 52% 24%

WHO IS AND ISN'T ACCESSING THE INTERNET

6

% ACCESSING THE INTERNET BY GENDER AND SOCIAL GRADE

Base: circa 1,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2015 Source: Ipsos MORI

80-100% 50-79% 0-49%

All 15-24 25-34 35-44 45-54 55-64 65+

Males 89% 99% 98% 96% 91% 86% 68%

Males AB 96% 100% 100% 99% 100% 99% 86%

Males C1 96% 100% 100% 99% 99% 92% 80%

Males C2 85% 100% 99% 92% 89% 76% 55%

Males DE 78% 96% 93% 93% 70% 67% 43%


77% Emails

69% Visit sites for info on personal interests

62% Visit sites for info on products thinking of buying

61% Visit sites to buy products online

55% Social networking

51% Check bank account/ other financial holdings

27% Download/ stream music

25% Download/ stream TV

21% Download/ stream movies

17% Play video games online

CHANGING WAYS THE INTERNET IS USED

7

Base: circa 2,000 interviews per wave until Quarter 1 2010, circa 1,000 GB adults aged 15+ per wave thereafter Source: Ipsos MORI

% USE OF THE INTERNET IN THE PAST 3 MONTHS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q3'12

Q4'12

Q1'13

Q2'13

Q3'13

Q4'13

Q1'14

Q2'14

Q3'14

Q4'14

Q1'15

Q2'15

Q4'15

Not asked in Q3 2015


CONNECTED HOME

8


DEVICES IN THE HOME

82%

70%

58%

32%

12%

54%

52%

26%

7%

34%

16%

15%

17%

49%

21%

28%

Personal computer OR Laptop

Laptop

DVD player

Personal video recorder (PVR)

Blu-ray player (excl. PS3)

Digital TV via aerial/Freeview/Freesat

Satellite/ Cable TV

TV with internet built in

3D TV

Games consoles

Wii/WiiU

PS3/4

Xbox360/XboxOne

Tablet computer

ebook reader

iPad

9

WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD?

Base: circa 1,000 GB adults aged 15+: Quarter 4 2015 Source: Ipsos MORI

Q4 '14

77%

65%

56%

32%

9%

46%

56%

15%

4%

31%

14%

13%

17%

35%

17%

22%


TRENDS IN DEVICE OWNERSHIP IN THE HOME

10

WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD?

Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORI

22

16 17 17

13

15

9

12

19

28

14

26

4

7

0%

5%

10%

15%

20%

25%

30%

35%

Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15

3D

iPad

WWW

Internet TV


SOCIAL NETWORKING

11


TRENDS IN VISITING SOCIAL NETWORKING SITES

12

% VISITING SOCIAL NETWORKING SITES

Source: Ipsos MORI

3

26

18

36

3 3

44

62

38 39

0%

10%

20%

30%

40%

50%

60%

70%

Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15

Smartphone

Any device (inc. computers)

Connected TV* - Games console, web enabled TVs and PCs connected to a TV

NON

IPAD

Tablet

Connected TV*

PC/Laptop

Base: circa 1,000 GB adults aged 15+ per wave


TRENDS IN SOCIAL NETWORKING SITES VISITED

13

% VISITED IN LAST 3 MONTHS


46

59

17

18

14

18

10 15

6

16

0%

10%

20%

30%

40%

50%

60%

70%

Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15


ALL ADULTS

49%

51%

16%

17%

16%

17%

35%

27%

27%

22%

25%

70%

49%

PROFILE OF FACEBOOK USERS

49

51

23

23

19

17

18

28

29

22

21

90

61

0 20 40 60 80 100

Male

Female

15-24

25-34

35-44

45-54

55+

AB

C1

C2

DE

Own Smartphone

Own Tablet

14

Base: circa GB adults (1,000) / All visiting / using Facebook in last 3 months (582) Q4 2015 Source: Ipsos MORI

The profile of Facebook users

continues to be young

compared to the GB adult

population, with 46% of users

aged 15-34.

Smartphone and Tablet

ownership is also higher

amongst Facebook users in

comparison to the GB adult

population with in 9 in 10

owning a smartphone and 3 in

5 owning a smartphone.


All 15-24 25-34 35-44 45-54 55-64 65+

Males 57% 86% 78% 67% 49% 44% 22%

Males AB 58% 90% 92% 69% 52% 49% 32%

Males C1 65% 85% 79% 78% 64% 48% 24%

Males C2 53% 88% 79% 55% 41% 48% 11%

Males DE 50% 83% 63% 61% 35% 26% 17%

Females 57% 86% 77% 75% 60% 43% 20%

Females AB 60% 85% 85% 78% 54% 49% 31%

Females C1 62% 88% 80% 80% 69% 48% 23%

Females C2 59% 83% 78% 79% 58% 39% 18%

Females DE 49% 88% 69% 59% 57% 35% 9%

Social Networking – Facebook

15

% ACCESSING FACEBOOK IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE

Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2015 Source: Ipsos MORI

50-100% 25-49% 0-24%


PROFILE OF GOOGLE+ USERS

44

56

24

21

21

20

14

27

23

21

28

88

58

0 20 40 60 80 100

Male

Female

15-24

25-34

35-44

45-54

55+

AB

C1

C2

DE

Own Smartphone

Own Tablet

16

Base: circa GB adults (1,000) / All visiting / using Google+ in last 3 months (191) Q4 2015 Source: Ipsos MORI

There is a higher percentage of

female Google+ users than

males with a younger profile

than the GB adult population.

Both smartphone and tablet

ownership continues to be

higher than the GB population.

(88% for smartphones and 58%

for tablets).

ALL ADULTS

49%

51%

16%

17%

16%

17%

35%

27%

27%

22%

25%

70%

49%


Social Networking – Google+

17

% ACCESSING GOOGLE+ IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE

Source: Ipsos MORI

50-100% 25-49% 0-24%

Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2015

All 15-24 25-34 35-44 45-54 55-64 65+

Males 18% 29% 23% 22% 14% 14% 5%

Males AB 20% 38% 27% 31% 18% 15% 6%

Males C1 18% 26% 26% 21% 8% 16% 12%

Males C2 15% 29% 19% 16% 15% 13% 2%

Males DE 16% 26% 22% 17% 17% 8% 2%

Females 15% 21% 23% 19% 18% 11% 4%

Females AB 15% 16% 35% 16% 14% 12% 6%

Females C1 15% 21% 20% 17% 16% 11% 5%

Females C2 16% 25% 13% 20% 26% 15% 3%

Females DE 15% 22% 24% 24% 19% 7% 2%


PROFILE OF TWITTER USERS

18

Base: circa GB adults (1,000) / All visiting / using Twitter in last 3 months (174) Q4 2015 Source: Ipsos MORI

3 in 4 users are aged under 45.

As the preferred mode of

access, it’s not surprising to

see near universal Smartphone

ownership. There has also

been an increase in tablet

ownership amongst Twitter

users when compared to last

quarter.

54

46

29

27

19

15

10

40

29

18

13

95

71

0 20 40 60 80 100

Male

Female

15-24

25-34

35-44

45-54

55+

AB

C1

C2

DE

Own Smartphone

Own Tablet

ALL ADULTS

49%

51%

16%

17%

16%

17%

35%

27%

27%

22%

25%

70%

49%


Social Networking – Twitter

19

Source: Ipsos MORI

50-100% 25-49% 0-24%

% ACCESSING TWITTER IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE


All 15-24 25-34 35-44 45-54 55-64 65+

Males 21% 39% 30% 30% 17% 10% 3%

Males AB 30% 54% 57% 48% 27% 14% 6%

Males C1 27% 38% 40% 37% 23% 15% 4%

Males C2 14% 37% 18% 13% 10% 3% 3%

Males DE 13% 33% 13% 11% 6% 4% 0%

Females 16% 38% 22% 19% 14% 7% 2%

Females AB 21% 58% 34% 25% 17% 13% 4%

Females C1 19% 42% 29% 23% 19% 6% 1%

Females C2 16% 34% 23% 19% 10% 6% 2%

Females DE 8% 25% 8% 7% 7% 2% 0%


ALL ADULTS

49%

51%

16%

17%

16%

17%

35%

27%

27%

22%

25%

70%

49%

PROFILE OF LINKEDIN USERS

61

39

11

21

18

28

21

54

34

9

4

94

71

0 20 40 60 80 100

Male

Female

15-24

25-34

35-44

45-54

55+

AB

C1

C2

DE

Own Smartphone

Own Tablet

20

Base: circa GB adults (1,000) / All visiting / using LinkedIn in last 3 months (129) Q4 2015 Source: Ipsos MORI

Linkedin is a more specific

social network: it is highest

among 25+ years and more

than half are social grade AB.


Social Networking – LinkedIn

21

% ACCESSING LINKEDIN IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE

Source: Ipsos MORI

50-100% 25-49% 0-24%

All 15-24 25-34 35-44 45-54 55-64 65+

Males 17% 13% 22% 24% 23% 18% 5%

Males AB 30% 18% 49% 45% 39% 31% 8%

Males C1 22% 14% 23% 28% 33% 24% 7%

Males C2 6% 8% 10% 4% 8% 3% 1%

Males DE 7% 13% 16% 4% 3% 3% 2%

Females 10% 10% 12% 15% 14% 10% 3%

Females AB 21% 11% 29% 29% 23% 21% 10%

Females C1 12% 13% 14% 20% 17% 12% 2%

Females C2 4% 6% 5% 5% 7% 0% 0%

Females DE 2% 7% 3% 0% 2% 0% 0%

Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/Q4 2015


ALL ADULTS

49%

51%

16%

17%

16%

17%

35%

27%

27%

22%

25%

70%

49%

PROFILE OF INSTAGRAM USERS

42

58

40

26

18

10

6

34

33

15

18

98

56

0 50 100 150

Male

Female

15-24

25-34

35-44

45-54

55+

AB

C1

C2

DE

Own Smartphone

Own Tablet

22

Base: circa GB adults (1,000) / All visiting / using LinkedIn in last 3 months (165) Q4 2015 Source: Ipsos MORI

More than half of all Instagram

users are aged 15-34, with

more than 6 in 10 being ABC1.

Instagram’s functionality lends

itself to almost universal

Smartphone ownership

amongst its users.


Social Networking – Instagram

23

% ACCESSING INSTAGRAM IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE

Source: Ipsos MORI

50-100% 25-49% 0-24%


All 15-24 25-34 35-44 45-54 55-64 65+

Males 13% 35% 22% 15% 4% 3% 0%

Males AB 15% 38% 40% 25% 7% 5% 1%

Males C1 18% 46% 26% 17% 5% 6% 1%

Males C2 9% 28% 15% 5% 4% 0% 0%

Males DE 10% 29% 14% 8% 1% 1% 0%

Females 15% 48% 25% 11% 8% 4% 1%

Females AB 18% 65% 35% 12% 13% 7% 4%

Females C1 18% 55% 28% 18% 8% 5% 0%

Females C2 14% 40% 22% 9% 8% 2% 0%

Females DE 10% 37% 16% 3% 2% 0% 0%


59

55

38

24

18

18

16

15

13

10

7

% All adults

WEBSITES VISITED OR USED IN THE LAST 3 MONTHS

64

43

28

21

21

18

18

15

11

8

24

Base: circa GB adults 1,000 adults aged 15+: Q4 2015 Source: Ipsos MORI

% VISITED IN LAST 3 MONTHS

Base: 854 GB online adults aged 15+: Q4 2015

% All online adults

… Users of either Facebook, Instagram,

Twitter and Linkedin amongst all

adults - 64%

Users of either Facebook, Instagram,

Twitter and Linkedin amongst all

online adults - 73%

68


SMARTPHONE OWNERSHIP

25


GROWTH IN SMARTPHONES

26

% OWN by MANUFACTURER


49

70

22

36

13

2

15

31

1

4

0%

10%

20%

30%

40%

50%

60%

70%

80%

Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14 Q1 '15 Q2 '15 Q3 '15 Q4 '15

Any Smartphone (net)

Windows


WHO OWNS A SMARTPHONE

27

% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE

Source: Ipsos MORI

70-100% 50-69% 0-49%


All 15-24 25-34 35-44 45-54 55-64 65+

Males 73% 94% 90% 89% 75% 66% 29%

Males AB 77% 100% 98% 97% 84% 79% 39%

Males C1 79% 94% 93% 93% 81% 72% 25%

Males C2 71% 94% 91% 82% 81% 58% 23%

Males DE 63% 91% 79% 81% 51% 43% 20%

Females 68% 92% 94% 90% 75% 55% 22%

Females AB 74% 95% 92% 92% 83% 70% 32%

Females C1 73% 94% 94% 93% 86% 60% 27%

Females C2 69% 86% 98% 90% 71% 50% 19%

Females DE 56% 92% 91% 80% 53% 36% 10%


62% Read or send emails

52% Visit social networking sites

46% Browse websites for personal interests

41% Download apps for free

41% Online banking

40% Watch video clips on sites such as YouTube

34% Online shopping

21% Download/ stream music over the internet

18% Use instant messaging services such as BBM

13% Watch catch-up TV

CHANGING WAYS SMARTPHONE IS USED

28

Base: circa 500-750 smartphone owners per wave Source: Ipsos MORI

USE OF SMARTPHONE IN THE PAST 3 MONTHS

0%

10%

20%

30%

40%

50%

60%

70%

Q4'13

Q1'14

Q2'14

Q3'14

Q4'14

Q1'15

Q2'15

Q3'15

Q4'15


TABLET OWNERSHIP

29


GROWTH IN TABLETS

30

% OWN A TABLET IN THE HOUSEHOLD


24

49

16

28

9

26

0%

10%

20%

30%

40%

50%

60%

Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15

NON

IPAD

Any Tablet

iPad

NON

IPAD

Tablet (non iPad)


WHO OWNS A TABLET

31

% OWN A TABLET BY GENDER AND SOCIAL GRADE ACROSS

Source: Ipsos MORI

50-100% 25-49% 0-24%


All 15-24 25-34 35-44 45-54 55-64 65+

Males 49% 52% 54% 59% 50% 51% 32%

Males AB 65% 86% 72% 73% 70% 65% 44%

Males C1 54% 51% 57% 64% 52% 62% 38%

Males C2 41% 50% 53% 50% 41% 33% 22%

Males DE 33% 38% 38% 39% 32% 30% 17%

Females 47% 46% 53% 59% 54% 47% 28%

Females AB 60% 55% 65% 65% 66% 60% 49%

Females C1 50% 55% 59% 63% 54% 54% 30%

Females C2 43% 39% 52% 55% 46% 43% 26%

Females DE 33% 37% 41% 49% 44% 28% 12%


65% Read or send emails

53% Visit social networking sites

48% Browse websites for personal interests

47% Online shopping

46% Online banking

44% Watch video clips on sites such as YouTube

37% Download apps for free

27% Watch catch-up TV

23% Download/ stream music over the internet

13% Use the internet to make video calls (VOIP)

CHANGING WAYS TABLET IS USED

0%

10%

20%

30%

40%

50%

60%

70%

Q1' 14 Q2' 14 Q3' 14 Q4' 14 Q1' 15 Q2' 15 Q3' 15 Q4' 15

32

Base: circa 300-500 adults 15+ who own tablets Source: Ipsos MORI

USE OF TABLET IN THE PAST 3 MONTHS


CONTENT CONSUMPTION

MUSIC / GAMES / TV / MOVIES

33


HOW WE CONSUME MUSIC

34

MUSIC CONSUMPTION

Base: circa 1,000 GB adults aged 15+ per wave / Music consumption is tracked every 6 months Source: Ipsos MORI

22

25

17

20

7

10

22

33

6

19

0%

5%

10%

15%

20%

25%

30%

35%

40%

Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q3 '13 Q1 '14 Q3 '14 Q1 '15 Q3 '15

Any digital

Bought CD

Paid for legal download

Unofficial digital (pirate)

Used free legal streaming


HOW WE CONSUME GAMES FOR CONSOLES

35

GAMES CONSUMPTION

Base: circa 1,000 GB adults aged 15+ per wave / Games consumption is tracked every 6 months Source: Ipsos MORI

16

13

5

9

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q4 '13 Q2 '14 Q4 '14 Q2 '15 Q4 '15

Bought a game on a disc for console

Paid to download a game direct to console


HOW WE ACCESS MOVIES

36

MOVIE CONSUMPTION

Base: circa 1,000 GB adults aged 15+ per wave / Movie consumption is tracked every 6 months Source: Ipsos MORI

31

24

10

12

6

11

14

19

0%

5%

10%

15%

20%

25%

30%

35%

Q1 '13 Q3 '13 Q1 '14 Q3 '14 Q1 '15 Q3 '15

Bought DVD/Blu-ray

Paid official digital (DTO/VOD)

Any digital



HOW WE ACCESS TV SERIES

37

TV SERIES CONSUMPTION

Base: circa 1,000 GB adults aged 15+ per wave / TV consumption is tracked every 6 months Source: Ipsos MORI

27

36

12

13 13

23

4

9

15

26

0%

5%

10%

15%

20%

25%

30%

35%

40%

Q2 '13 Q4 '13 Q1 '14 Q2 '14 Q4 '14 Q2 '15 Q4 '15

Catch-up TV

ANY Any digital

OFFICIAL Official digital

Bought DVD/Blu-ray



NEXT GENERATION

TECHNOLOGIES WITH A

FOCUS ON

SMARTWATCHES

38


37 56 35 36 27 13 22 46 65 43 50 33 16 33 49 65 43 47 33 12 44 35 28 55 72 59 58 40 15 66 46 39

Cloud computing 4G Contactless

payment via

Smartphone

3D printers Smart glasses Projection gaming Smart watches Smart household

technology

Wearable tech

devices

*Q4 2012 / **Q3 2013 Q4 2013 Q4 2014 Q4 2015

NEW TECHNOLOGY AND PRODUCT AWARENESS

39

% AWARE

Base: circa 1,000 GB adults aged 15+: Q4 2014 Source: Ipsos MORI

* * * ** ** ** **


40

Source: Ipsos MORI

Cloud

computing 4G

Contactless

Payment 3D Printers

Smart

Glasses

Projection

Gaming

Smart

Watches

Smart HH

Tech

Wearable

tech devices

All adults 55 72 59 58 40 15 66 46 39

Males 60 79 64 66 47 20 70 50 49

Females 49 65 55 51 34 10 62 43 30

15-34 57 88 65 68 52 28 78 52 52

35+ 54 65 56 54 34 8 60 44 33

ABC1 69 79 70 70 50 16 74 50 49

C2DE 38 65 46 44 29 13 57 29 28

25-49% 10-24% 0-9%

WHO IS AWARE OF THESE TECHNOLOGY & PRODUCTS

Base: circa 1,000 GB adults aged 15+: Q4 2014

50%+

% AWARE BY AGE, GENDER AND SOCIAL GRADE : Quarter 4 2015


NEW TECHNOLOGY AND PRODUCT OWNERSHIP

41

Source: Ipsos MORI

*** New category Base: circa 1,000 GB adults aged 15+: Q4 2013/ Q4 2014

16 7 3 1 1 1 1 15 19 5 1 2 1 1 1 2 18 32 12 1 1 1 2 4 3

Cloud computing 4G Contactless

payment via

Smartphone

3D printers Smart glasses Projection gaming Smart watches Smart household

technology

Wearable tech

devices

Q4 2013 Q4 2014 Q4 2015

% USE/ OWN AMONGST GB ADULTS


AWARENESS OF SMARTWATCHES

42

% AWARE

Base: circa 1,000 GB adults aged 15+: Q4 2015 Source: Ipsos MORI

Q4 2015

15-34 YRS 35+ YRS

Men Women

Social class:

ABC1

Social class:

C2DE

22 33 44 62 66

Q3 2013 Q4 2013 Q4 2014 Q2 2015 Q4 2015

78%

70%

74%

60%

62%

57%

Awareness by

demographics

(Q4’15)


TRENDS IN AWARENESS - SMARTWATCHES

43


27

78

22

73

22

72

16

41

22

60

10

20

30

40

50

60

70

80

90

Q3 '13 Q4 '13 Q4 '14 Q2 '15 Q4'15

% AWARE BY AGE

Age 45-54

Age 35-44

Age 15-34

Age 55-64

Age 65+


44

Source: Ipsos MORI Base: circa 1,000 GB adults aged 15+: Q4 2015 Ownership Awareness

33

44

62 66

1 1 3

2 0

10

20

30

40

50

60

70

80

Q4' 13 Q4' 14 Q2' 15 Q4'15

SMARTWATCH AWARENESS/ OWNERSHIP

% AWARE/ OWN


46%

45

Source: Ipsos MORI Base: circa 600 GB adults aged 15+ who know about smartwatches but do not own one

RESONS FOR NOT OWNING A SMARTWATCH

% TOP 5 REASONS

1

2

3

4

5

They are expensive:

I do not need them:

I see them as a gimmick:

They don’t suit me:

I don’t understand what

they are for:

43%

24%

15%

8%


46

LIKELIHOOD TO PURCHASE SMARTWATCH…

…IN THE NEXT 12 MONTHS …TO GIFT FOR CHRISTMAS

Base: Non users of smartwatches (986), GB adults aged 15+: Q4 2015 (1,007)

6%

1% 5%

14%

80%

Very likely

Somewhat likely

Not very likely

Not at all likely

7%

3% 4%

14%

80%


TECH TRACKER TECHNICAL DETAILS

47

Ipsos MORI interviewed a quota sample of 1007 adults aged

15+ in GB.

The latest interviews were carried out face to face

30th

October – 6th

November 2015.

Data is weighted to a nationally representative profile.

A variety of other demographic breakdowns are available,

including working status, household composition, ethnicity,

income and newspaper readership.

The standard Ipsos MORI terms and conditions apply to this report, as with all studies

the company undertakes. No press release or publication of the findings shall be

made without the prior approval of Ipsos MORI. Approval will only be withheld on the

grounds of inaccuracy or misinterpretation of results. Ipsos MORI reserves the right to

amend the Internet Usage Statistics at any time.

If you are interested in

adding a question(s) these

can be added for a single

measure on a single wave or

on a tracking basis.

While the Tech Tracker is a

multi-client study, results of

customised questions would be

made available exclusively to

you.

Ipsos Connect is a global specialised business to co-ordinate

Ipsos services in the domains of Brand Communications,

Advertising and Media. Ipsos Connect amalgamates the legacy

brands of Ipsos ASI and Ipsos MediaCT.

As the world of brand communications, advertising and media

become increasingly complex, fragmented and digitalised, Ipsos

is helping clients better embrace this modern complexity with

investment in new approaches and products that will fit with the

digital age. Ipsos Connect aims to be the preferred global partner

for companies to measure and amplify how media, brands and

consumers connect through compelling content, great

communication and relevant media planning.

Ipsos Connect is a specialist division within Ipsos, one of the

world’s largest market research agencies. Ipsos has offices in 87

countries, generating global revenues of €1.669,5 million

(2 218,4M$) in 2014.

© Ipsos Connect 2015

About Ipsos Connect

FURTHER INFORMATION

For more information please contact:

Prachi Jain

e: [email protected]

Ipsos MORI

3 Thomas More Square

London

E1W 1YW

t: +44 (0)20 3059 4792

www.ipsos-mori.com/ipsosconnect

@ipsosconnectuk

FURTHER INFORMATION

For more information please contact:

Eda Koray

e: [email protected]

Ipsos MORI

Kings House, Kymberley Road

Harrow

HA1 1PT

t: +44 (0)20 8861 8775

www.ipsos-mori.com/ipsosconnect

@ipsosconnectuk

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