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United Kingdom Digital Market Report Summary (2017)

Core Content Overview

This report provides an in-depth analysis of digital consumer behavior in the United Kingdom, focusing on demographics, device usage, media consumption, social media engagement, and online purchasing trends. It compares these findings with global averages to highlight key differences and similarities.

Main Points

1. Demographics and Internet Usage

• The UK has a high internet penetration rate at 92.0%, as of the ITU estimate for 2015.
• GWI's sample size for 2017 is 31,000, with data from Q4 2016 to Q1 2017.
• Internet users in the UK are divided into four lifestyle segments: Regulars, Semi-Regulars, Occasionally, and Non-Engagers.

2. Device Ownership and Usage

• Smartphones are the most commonly owned and most important internet access device, with 90% of users owning one.
• PCs/Laptops remain a key device, with 89% ownership, and are still the primary devices for online activity, capturing the largest share of online time.
• Tablets have seen a decline in usage, with 53% ownership and a peak in usage figures, indicating a sense of fatigue among users.
• Smartwatches and smart wristbands have low ownership rates (8% and 5% respectively), suggesting they are still niche products.
• Smart TVs are owned by 35% of users, and TV streaming sticks are used by 22%.

3. Device Importance by Age Group

• The 16-24 age group identifies smartphones as their most important device.
• Smartphones are also the most important device for 25-34, 35-44, and 45-54 age groups.
• 55-64 age group still uses PCs/Laptops as the most important device.

4. Time Spent Online

• Mobile is the dominant platform for online activity, with users spending significant time on it.
• The average daily time spent on social media is 1 hour 42 minutes in the UK compared to 2 hours 6 minutes globally.

5. Ad-Blocking and Privacy Tools

• Ad-blocking is a growing trend, with 63% of users citing the annoyance and irrelevance of ads as the main reason.
• Privacy tools like private browsing windows and cookie deletion are common, with 36% using a VPN (though not necessarily in the last month).
• Ad-blocking is more prevalent among desktop users, but mobile ad-blocking is on the rise and could become mainstream.

6. Media Consumption

• Social media is the most engaging form of media, with 28.4% of users classified as heavy users.
• Cinema is the least engaged form of media, with only 1.8% of users classified as heavy users.
• Second-screening (using another device while watching TV) is common, with 48% using emailing, 43% using social networking, and 36% chatting with friends.

7. Online Purchase Journey

• Social media is a key driver for brand discovery, with 53% of users following brands they like.
• Mobile is the preferred device for online purchases, with 42% of users purchasing via mobile.
• Top online purchase drivers include social media, search engines, and email marketing.
• Top sources of brand discovery include social media, search engines, and online reviews.

8. Key Trends and Consumer Behavior

• Digital consumers are becoming more tech-savvy and privacy-aware.
• Ad-frustration is the main driver for ad-blocking, with a strong potential for mobile ad-blocking to grow.
• Multi-device usage is now the norm, and mobiles are helping users spend more time online without reducing PC/laptop usage.
• Gaming is also a significant activity, with PCs and smartphones being the most popular gaming devices.

Key Information

• Top 10 Interests: Film/movies, music, television, food/restaurant/cooking, books/reading, travel, news/current affairs, wildlife/nature, history, and science/technology.
• Ad-Blocking by Age: Younger users are more likely to use ad-blockers, with 63% of ad-blocker users citing annoyance and irrelevance as the main reason.
• Privacy Concerns: A significant percentage of users are concerned about online privacy, with 42% worried about how companies use their personal data.
• Top Second-Screen Activities: Emailing, social networking, chatting with friends, playing games, and searching for products to buy.
• Device Sharing: A notable number of users share their devices, indicating a shared digital environment.

Comparison with Global Average

• The UK has a slightly lower mobile usage compared to the global average.
• Smartphones are the most important device in the UK, similar to the global average.
• Social media usage is lower in the UK than globally, but still a major part of digital life.
• Ad-blocking is more prevalent in the UK, especially among younger users.
• Privacy tools usage is also on the rise, with VPNs and ad-blockers being popular among users.

Additional Insights

• Mobile purchase timeframe: 42% of users plan to upgrade or buy a new phone within the next 12 months.
• Top mobile brands: Samsung, Apple, Huawei, LG, and Sony are the most popular in the UK.
• Top online purchase drivers: Social media, search engines, and email marketing.
• Top sources of brand discovery: Social media, search engines, and online reviews.

Conclusion

The report highlights the growing importance of smartphones in the UK digital landscape, along with the increasing role of social media and ad-blocking. It also underscores the privacy concerns of internet users and the evolving nature of media consumption, with second-screening becoming a common practice. The UK market remains highly engaged with digital content, and online purchasing is increasingly influenced by social media and mobile devices.