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TECH TRACKER Summary - Q4 2017

Core Content

The TECH TRACKER report for Q4 2017 provides insights into internet usage, tech ownership, and connected home trends in the UK. It includes data on voice-activated speakers, social networking, smartphone and tablet ownership, and content consumption such as music, games, TV, and movies.

Main Trends and Key Findings

Voice-Activated Speakers

• Awareness: Over half (54%) of UK adults 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.
• Future Ownership: 10% of non-owners are likely to buy one in the next 12 months, rising to 18% among males aged 15–34.
• Common Uses: Likely users would use voice-activated speakers for streaming music, listening to the radio, and checking the weather.
• Barriers to Adoption: Privacy concerns (32% of adults worry about conversations being recorded) and a lack of awareness of functions (23% think they don't do much) are significant barriers.

Internet Usage

• Access: 90% of UK adults access the internet, with mobile phone connectivity increasing.
• Activities: Online banking continues to rise, and there is an increase in browsing and purchasing products online compared to the previous year.
• Age and Gender Differences: Males aged 65+ have lower internet access (75%) compared to females (88%).

Connected Home

• Ownership Trends: Ownership of most devices remains stable, but PVRs have seen a 5% decline.
• Popular Devices: Smartphones, tablets, and other connected devices continue to be widely used.

Smartphone Ownership

• Ownership: 80% of UK adults own a smartphone.
• Platform Preference: iPhone and Android continue to compete for majority ownership.
• Gender and Age: Ownership is similar across genders except for the 65+ age group, where men are slightly more likely to own a smartphone.

Tablet Ownership

• Ownership: Half of UK adults own a tablet.
• Demographics: Tablet ownership is highest among AB social grade adults.
• Usage: Usage of tablets has decreased compared to previous years, with fewer people using them for all activities.

Social Networking

• Main Platform: Facebook remains the most used social media platform, with 60% of UK adults using it in the past 3 months.
• Usage by Age and Gender: Young males and females are more likely to use social media, with Instagram and Snapchat having the youngest user profiles.
• Instagram: 3 in 5 users are aged 15–34, and it is skewed towards females and higher social grades.
• Snapchat: Over half of its users are aged 15–24, with very low usage among those aged 55+.
• LinkedIn: Has the lowest usage among 15–24 year olds, with a higher skew towards AB males.

Content Consumption

• Music: Streaming music continues to rise, with a 4% increase in usage.
• Games: Physical games remain more popular than digital copies, possibly due to their collectible nature.
• TV/Movies: Digital movie consumption overtakes DVD/Blu-ray for the first time.

Key Information and Insights

Summary

The Q4 2017 TECH TRACKER report highlights the growing awareness and potential for voice-activated speakers, despite low ownership and concerns about privacy and functionality. Internet usage remains high, with mobile access increasing, and online banking and shopping continuing to grow. In the connected home space, PVRs are declining, while other devices remain stable. Smartphone ownership is widespread, with a close race between iPhone and Android, and tablet ownership is steady but lower than smartphone usage. Social networking is dominated by Facebook, with Instagram and Snapchat appealing more to younger demographics. Content consumption trends show a rise in digital music and movies, while physical games remain popular.