2017年Q4科技追踪报告（英文版）_44页-2mb

TECH TRACKER Q4 2017 Summary

Core Content Overview

This report provides insights into trends in internet usage, tech ownership, and the connected home in the UK, based on a survey conducted by Ipsos MORI. The data includes awareness and usage patterns of voice-activated speakers, smartphone and tablet ownership, social media engagement, and content consumption behaviors.

Voice Activated Speakers (VAS)

• Awareness: Over 54% of UK adults are aware of VAS, with higher awareness among males and those aged 15–34.
• Ownership: Only 5% of UK adults own a VAS, indicating a low adoption rate.
• Future Purchase Intent: 10% of non-owners are likely to purchase a VAS in the next 12 months, with M15–34 being more likely than any other demographic.
• Usage Intent: Among likely purchasers, the most common intended uses are streaming music, listening to the radio, and checking the weather.
• Attitudes:
  • 31% of non-owners believe VAS are the future.
  • 32% are concerned about privacy (conversations being recorded).
  • 27% feel uncomfortable talking to a machine.
  • 23% think VAS do not do much.
  • 19% are concerned about voice recognition quality.

Internet Usage

• Accessibility: 90% of UK adults access the internet, with a growing trend in mobile internet usage.
• Usage Trends:
  • Online banking continues to rise.
  • Browsing and purchasing online has increased compared to last year.
• Demographics:
  • Three-quarters of males and 3 in 5 females aged 65+ are online.
  • Smartphone remains the primary device for internet access.
• Platform Preferences:
  • Facebook is the most used social media platform.
  • Instagram is the second, with 51% of users aged 15–34.

Connected Home

• Ownership Trends:
  • Ownership of most devices remains consistent with previous years.
  • PVRs show the biggest decline, down by 5 percentage points.
• Device Usage:
  • Smartphones are the most widely owned device, with 80% ownership.
  • Smartphones and tablets continue to be the primary devices for accessing the internet and social media.
• Social Media and Connected Home:
  • Smartphone ownership is higher among social media users.
  • Tablet ownership is also higher, especially among Facebook users.

Smartphone Ownership

• Ownership Rate: 80% of UK adults own a smartphone, with a slight increase compared to previous years.
• Demographics:
  • Ownership is similar between genders across all age groups, except for 65+ where males are more likely to own one.
  • AB social grade males have the highest ownership rates.
• Usage:
  • Emailing is the most popular activity.
  • Online banking and browsing websites see the largest YoY increases.
  • Smartphone usage is almost universal among Instagram and LinkedIn users.

Tablet Ownership

• Ownership Rate: 50% of UK adults own a tablet.
• Demographics:
  • AB adults have the highest tablet ownership.
  • Ownership is steady across all age groups.
• Usage Trends:
  • Emailing remains the most common activity.
  • Usage of tablets for all activities has decreased compared to previous years.
  • Smartphone users are more likely to use tablets for online banking and social networking.

Social Networking

• Platform Usage:
  • Facebook is the most widely used platform, with 49% of adults using it in the past 3 months.
  • Instagram follows closely, with 51% of users aged 15–34.
  • Snapchat has the youngest user base, with over half aged 15–24.
• Demographics:
  • Facebook users are evenly spread across age groups.
  • Instagram users skew towards ABC1 social grades and females aged 15–24.
  • LinkedIn users are predominantly AB males aged 25–44.
  • Twitter users are slightly more male-dominated and skew towards ABC1 social grades.

Content Consumption

• Music:
  • Streaming music is on the rise, but physical music remains popular.
  • Emailing is the most popular activity, but streaming music and online shopping are growing.
• Gaming:
  • Physical games still dominate, with digital games lagging.
  • This may be due to the perceived value of physical collections and trading.
• TV and Movies:
  • Digital movie consumption has overtaken DVD/Blu-ray for the first time.
  • Streaming is becoming a primary method for movie consumption.
  • TV catch-up is also increasing in popularity.

Key Insights

• Despite low ownership, awareness of VAS is growing, indicating a potential market opportunity.
• Smartphones and tablets are central to internet and social media usage.
• Facebook remains the most used social media platform, while Instagram and Snapchat cater to younger demographics.
• Digital content consumption is increasing, particularly for music and movies, but gaming remains largely physical.
• Privacy concerns and uncertainty about VAS functionality are significant barriers to adoption.