2017年Q4科技追踪报告（英文版）_42页_2mb

TECH TRACKER Q4 2017 Summary

Core Content

• The Tech Tracker Q4 2017 report provides insights into the usage and ownership trends of various technologies and platforms in the UK, including voice-activated speakers, internet usage, smartphones, tablets, and social media.

Voice-Activated Speakers

• Awareness: Over half of UK adults (54%) are aware of voice-activated speakers, with higher awareness among males and those aged 15-34.
• Ownership: Only 5% of UK adults own a voice-activated speaker.
• Likelihood of Purchase: Just 10% of non-owners are likely to buy one in the next 12 months.
• Common Uses: Among non-owners, the most common intended uses include streaming music, listening to the radio, and checking the weather.
• Barriers to Usage:
  • Privacy concerns: 32% of non-owners worry about conversations being recorded.
  • Functionality misunderstanding: 23% of non-owners believe voice-activated speakers don’t do much.
• Attitudes:
  • 31% of non-owners agree that voice-activated speakers are the future.
  • 27% of non-owners are concerned about privacy, while 23% feel uncomfortable talking to a machine.

Internet Usage

• Connectivity: 90% of UK adults access the internet, with a growing trend in mobile phone internet usage.
• Usage Trends:
  • Online banking and browsing/purchasing products show significant year-on-year increases.
  • Emailing remains the most popular activity.
• Demographics:
  • Males 65+ and females 65+ have lower internet usage rates compared to other demographics.
  • Smartphone usage is widespread across all demographics, with 81% owning one.

Connected Home

• Ownership Trends:
  • Ownership of most devices remains stable compared to previous years.
  • PVRs show the biggest decline, down by 5 percentage points.
  • Xbox also sees a decline, while PlayStation remains the preferred console.

Smartphone Ownership

• Ownership: 80% of UK adults own a smartphone, with a slight lead for iPhone over Android.
• Gender and Social Grade:
  • Males are more likely to own smartphones than females, especially in the 65+ age group.
  • AB social grade has higher smartphone ownership than other groups.

Tablet Ownership

• Ownership: 50% of UK adults own a tablet, with AB social grade having the highest ownership.
• Usage Trends:
  • Tablet usage has steadied compared to previous years.
  • Emailing, social networking, and online banking are the most common uses.
  • Digital music streaming and catch-up TV have lower usage rates.

Social Networking

• Platform Usage:
  • Facebook remains the most used social media platform, with 59% of UK adults using it in the past 3 months.
  • Instagram is the second most used, with 55% of users.
  • Snapchat has the youngest user base, with 52% of users aged 15-24.
• Demographics:
  • Males and ABC1 social grade groups are more likely to use social media.
  • LinkedIn has the lowest usage among 15-24 year olds.
  • Instagram is heavily used by ABC1 females aged 15-24.

Content Consumption

• Music: Digital music consumption continues to rise, with emailing as the most popular activity.
• Games: Physical games remain more popular than digital copies, with 65% of users preferring them.
• Movies: Digital movie consumption overtakes DVD/Blu-ray for the first time, indicating a shift in media consumption habits.

Technical Details

• Sample: A quota sample of 1000 adults aged 15+ in the UK.
• Data Collection: Interviews were conducted face-to-face from 3rd to 13th November 2017.
• Weighting: Data is weighted to a nationally representative profile.
• Additional Demographics: Breakdowns by working status, household composition, ethnicity, income, and newspaper readership are available.
• Usage Tracking: The report is a multi-client study, with customised questions available for exclusive use.

Key Insights

• Voice-activated speakers are becoming more known, but ownership and purchase intentions remain low.
• Smartphones are the main device for internet and social media access.
• Tablets are less frequently used for various online activities compared to previous years.
• Facebook and Instagram are the most popular social media platforms, with Instagram showing a significant increase.
• Digital media consumption is on the rise, but physical games still dominate.
• Digital movies have overtaken DVD/Blu-ray in popularity, signaling a shift in consumer behavior.

Summary of Key Figures

Conclusion

The report highlights the growing awareness and potential of voice-activated speakers and the continued dominance of smartphones in UK technology usage. While digital media consumption is increasing, physical media still holds a strong position in gaming. Social media platforms such as Facebook and Instagram remain highly popular, with Snapchat being the most youthful. Privacy concerns and a lack of understanding of functionality are key barriers to adopting new technologies like voice-activated speakers.