TECH TRACKER QUARTERLY RELEASE: Q3 2012

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1 TECH TRACKER QUARTERLY RELEASE: Q3 2012

2 QUARTERLY TRACKER - TRENDS IN INTERNET USAGE, TECH OWNERSHIP AND THE CONNECTED HOME GB FACE TO FACE SURVEY LATEST WAVE QUARTER REPRESENTATIVE SAMPLE OF 1,007 GB ADULTS AGED 15+ AREAS COVERED Internet usage Connected home Social networking Smartphones/tablets Music/games & movies/tv 2

3 Headlines Internet usage The proportion of adults accessing the internet is at 83% with 44% now accessing via a mobile. The top activities online remain: accessing (78%), browsing for information on hobbies (68%), researching products and services (63%) and online shopping (55%). Connected home The proportion of adults accessing the internet via a TV is at 17%, with most using a games console connected to TV. 40% of GB adults have at least one of the latest generation games consoles in their household. The Wii leads the market with 26% ownership, with Xbox 360 and PlayStation 3 (PS3) following behind in second and third place. Smartphones Smartphone ownership has risen to 49%. Ownership of iphones has gone up to 22% ahead of Android smartphone ownership (15%) and BlackBerry (13%). iphone ownership is highest amongst those aged at 34%. Among females aged 15-34; ownership figures are iphone 30%, Android 30%, Blackberry 24%. Tablets The tablet market remains niche with 11% of the adult population owning one. However, ipad ownership is increasing and it is by far the most popular tablet amongst all demographics. Ownership of any tablet is highest amongst males under 35 at 17%. Tablets are mobile with more than half using it outside their homes. They are mainly used for s and social networking. Social networking 48% access social network sites, nearly half of whom access via a Smartphone. 6% have access via a tablet and 4% access via a TV connected to the internet. 44% of all adults have used Facebook in the past 3 months and 13% have used Google+ (the Google social network site). Usage of Twitter has been steadily rising, currently at 15% of the GB population. Music/games & movies/tv The proportion of adults paying for music CDs and movies/dvd s /Blu-rays has risen this quarter. The number of adults who have bought a game on disc for a games console in the last 12 months has decreased quarter-on-quarter to 14%; only 6% have paid to download an online game. 3

4 INTERNET USAGE HOW, WHEN, WHERE 4

5 INTERNET USAGE TRENDS WHICH OF THE FOLLOWING APPLIES TO YOU? 90% 80% Internet usage anywhere 83 70% 71 60% 61 Broadband at home 50% 40% 30% 46 *Connect using mobile phone % Connect via Dongle 10% 0% Jul '06 Oct '06 Dec '06 May '07 Jul '07 Oct '07 Jan '08 Apr '08 Jul '08 Oct '08 Jan '09 Apr '09 Jul '09 Oct ' Jan '10 Apr '10 July '10 Nov '10 Jan '11 Apr '11 Jul '11 Nov '11 Jan '12 Apr '12 Jul '12 * 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 Base: circa 2,000 interviews per wave until January 2010, circa 1,000 GB adults aged 15+ per wave thereafter 5

6 WHO IS AND ISN'T ACCESSING THE INTERNET % ACCESS TO THE INTERNET: July 2012 No access Never, but can Access All Adults AB C1 C2 DE In July 2012, 13% of the GB adult population have no access to the internet in any way. A further 4% of adults have the capability to access the internet but choose not to. The digital divide is closing but is most apparent amongst some of the most socially and economically disadvantaged people. Those aged 55 or over, or from lower social grades, are more likely than average not to access the internet. In contrast, more than 9 in 10 of those aged or AB social grade have access to the web. Base: 1,007 GB adults aged 15+: July

7 WHO IS AND ISN'T ACCESSING THE INTERNET % ACCESSING THE INTERNET BY GENDER AND SOCIAL GRADE IN 2011/2012 All Males Males AB Males C Males C Males DE Females Females AB Females C Females C Females DE % 50-79% % Base: 3,935 GB adults aged 15+: Nov 2011/ Jan/ Apr/Jul

8 HOW PEOPLE CONNECT TO THE INTERNET % ACCESS TO THE INTERNET: July 2012 % Jul 11 Broadband at home INTERNET GOING MOBILE Mobile phone Work/college/ elsewhere In the past year, the proportion of homes accessing the internet via broadband at home has remained at 71%. Dongle Dial-up at home Don't access the internet % now access the internet via their mobile phone and only 2% access via dial-up. Access via mobile phone has increased year on year. Base: 1,007 GB adults aged 15+: July

9 WAYS THE INTERNET IS USED USE OF THE INTERNET IN THE PAST 3 MONTHS: July 2012 For sending/receiving s Visit sites for info on hobbies and personal interests Visit sites for info on products I am thinking of buying To buy products/services online (not groceries) To check bank account and other financial holdings Visit social networking sites /forums or blogs Download/stream music Download/stream TV (e.g. iplayer, 4OD, Sky Player) To look for a job/search job (recruitment) sites Grocery shopping online Voice over IP Play video games online Download/stream movies Online gaming/playing for money (e.g. poker, bingo) Online dating For something else 3% 1% 25% 23% 20% 18% 16% 14% 13% 10% 45% 45% 68% 63% 55% 78% JUL 11 73% 66% 58% 54% 43% 41% 23% 20% 20% 17% 9% 16% 11% 5% 1% 20% Base: 1,007 GB adults aged 15+: July

10 CHANGING WAYS THE INTERNET IS USED USE OF THE INTERNET IN THE PAST 3 MONTHS 90% 80% 70% 60% 50% 40% 30% 20% 10% 78% s 68% Visit sites for info personal interests 63% Visit sites for info on products thinking of buying 55% Visit sites for info on products online 45% Check bank account/other financial holdings 45% Social networking 25% Download/stream music 23% Download/stream TV 14% Play video games online 13% Download/stream movies 0% Base: circa 2,000 interviews per wave until January 2010, circa 1,000 GB adults aged 15+ per wave thereafter 10

11 CONNECTED HOME 11

12 EQUIPMENT IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD? : JULY 2012 Personal computer OR Laptop Laptop 62% 80% JUL 11 80% 58% DVD player DVD recorder Personal video recorder (PVR) Blu-ray player (excl. PS3) 10% 30% 32% 66% 71% 33% 31% 9% Digital TV via aerial/freeview Satellite TV Cable TV TV with internet built in Freesat 3D TV 5% 4% 17% 14% 42% 51% 51% 42% 18% 7% 4% 1% Latest generation games console Wii PS3 Xbox % 13% 20% 36% 36% 28% 14% 18% DAB digital radio Tablet computer (e.g. ipad, Playbook) ebook reader 11% 12% 31% 28% 6% 6% Base: 1,007 GB adults aged 15+: July

13 TRENDS IN EQUIPMENT OWNERSHIP IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD? 30% 25% % 20 15% WWW Internet TV 10% % 0% Jan '10 Jan '11 Jan '12 Apr '12 Jul '12 3D ipad Base: circa 1,000 GB adults aged 15+ per wave 13

14 ACCESSING THE INTERNET VIA A TV % USING EQUIPMENT TO ACCESS THE INTERNET VIA TV Internet TV PC/ laptop Any equipment (NET) WWW Own 26 Connect to internet via TV Online games 30% Catch-up TV 30% Video clips 9% Browse web 8% Online movies 5% Online games 68% Catch-up TV 36% Video clips 30% Online movie 24% Social network 19% Catch-up TV 51% Video Clips 39% Browse web 21% Video games 19% Social network 11% Online games 47% Catch-up TV 26% Video clips 19% Extra BD content 14% Online shopping 13% Catch-up TV 38% Video clips 20% Online music 11% Online movies 16% Extra BD content 13% Video clips 46% Catch-up TV 44% Browse web 37% Read / send s 33% Social network 32% TOP 10 activities online via TV Online games 49% Catch-up TV 46% Video clips 33% Browse web 23% Online movies 20% Social network 19% Online shopping 15% s 14% Voice over IP 7% Online banking 6% Visit London 4% Olympics site Base: 1,957 GB adults aged 15+: April/July 2012 * Blu-ray based on Nov 2011 / Jan / Apr / Jul

15 CONSOLES OWNED IN THE HOME CONSOLE IN THE HOUSEHOLD July 2012 (40% OWN ANY LATEST GENERATION) Male 13% Females 13% % % % 55+ 2% Children <10 21% Aged % No Children 9% 13% 4% own all 20% 26% Male 21% Females 18% % % % 55+ 4% Children <10 33% Aged % No Children 14% Male 24% Females 28% % % % 55+ 7% Children <10 45% Aged % No Children 18% Base: 1,007 GB adults aged 15+: July

16 SOCIAL NETWORKING 16

17 TRENDS IN VISITING SOCIAL NETWORKING SITES VISITING SOCIAL NETWORK SITES HALF OF GB ADULTS USE SOCIAL MEDIA 50% 45% 40% All devices (inc. computers) 48 35% 30% 33 25% 20% 15% 17 Smartphone 23 10% 5% 0% Connected TV* Tablet Jan '10 Apr '10 Jul '10 Nov '10 Jan '11 Apr '11 Jul '11 Nov '11 Jan'12 Apr '12 Jul '12 NON IPAD Base: GB adults aged 15+: July 2012 Connected TV* - Games console, web enabled TVs and PCs connected to a TV 17

18 WEBSITES VISITED OR USED IN THE LAST 3 MONTHS % WHICH OF THE FOLLOWING HAVE YOU VISITED IN LAST 3 MONTHS - JULY Users of either Facebook, Google+, Twitter and Linkedin amongst all adults - 52% Users of either Facebook, Google+, Twitter and Linkedin amongst all online adults - 61% % All adults % All online adults Base: GB adults aged 15+: July 2012 Base: 812 GB online adults aged 15+: July

19 TRENDS IN SOCIAL NETWORKING SITES VISITED % WHICH OF THE FOLLOWING HAVE YOU VISITED IN LAST 3 MONTHS? 50% 45% 40% 35% 30% 25% % 15% 10% 5% 0% Jan '12 Apr '12 Jul '12 Base: circa 1,000 GB adults aged 15+ per wave 19

20 PROFILE OF FACEBOOK USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% AB C1 C2 DE The profile of Facebook users when compared to the national population is slightly more female with a younger age base. 49% 11% Own Smartphone Own Tablet Base: All Adults (1,007) / All visiting / using Facebook in last 3 months (423) : July

21 PROFILE OF GOOGLE+ USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% AB C1 C2 DE Demographic profile for Google+ users is quite similar to Facebook users with half aged under 35. Three quarters of Google+ users have a smartphone. 49% 11% Own Smartphone Own Tablet Base: All Adults (1,007) / All visiting / using Google+ in last 3 months (114) : July

22 PROFILE OF TWITTER USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% Twitter users are young: half of them are aged under % 28% 22% 24% AB C1 C2 DE They are also slightly more likely to be AB or C1 social grade and very mobile: 83% of then own a smartphone, 26% a tablet. 49% 11% Own Smartphone Own Tablet Base: All Adults (1,007) / All visiting / using Twitter in last 3 months (135) : July

23 PROFILE OF LINKEDIN USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% 49% 11% AB C1 C2 DE Own Smartphone Own Tablet Linkedin is a more specific social network: its users skew towards males (67%), are older than on other networks (half are between 35 and 54) and more than half are social grade AB. Consequently, the ownership level for tablets is more than three times that of the country average. Base: All Adults (1,007) / All visiting / using Linkedin in last 3 months: (72) July

24 PROFILE OF YOUTUBE USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% AB C1 C2 DE YouTube users are more likely to be male and close to half of them are aged under 35. Ownership levels of smartphones and tablets are high amongst this group. 49% 11% Own Smartphone Own Tablet : Base: All Adults (1,007) / All visiting / using YouTube in last 3 months: (422) July

25 SMARTPHONE OWNERSHIP 25

26 GROWTH IN SMARTPHONES BLACKBERRY VS. IPHONE VS. ANDROID OWNERSHIP 60% 50% 49 Any Smartphone (net) iphone Males % Males % Female % 40% Females % Android 30% Males % Males % 20% 10% 0% Jan '10 Jul '10 Jan '11 Jul' 11 Nov' 11 Jan '12 Apr '12 Jul '12 Female % Females % BlackBerry Males % Males % Female % Females 35+ 6% Base: circa 1,000 GB adults aged 15+ per wave 26

27 WHO OWNS A SMARTPHONE % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE ACROSS 2011/2012 All Males Males AB Males C Males C Males DE Females Females AB Females C Females C Females DE % 50-69% % Base: 3,935 GB adults aged 15+: Nov 2011 / Jan / Apr / Jul

28 TABLET OWNERSHIP 28

29 TABLET OWNERSHIP % OWN AN IPAD OR OTHER TABLET JULY NON 16 NON IPAD Any Tablet IPAD Tablet (non ipad) ipad Any tablet ownership Household Income All < 75K 75K+ 11% 10% 34% All Male <35 Male 35+ Female <35 Female 35+ Base: 1007 GB adults aged 15+: July

30 WHERE DO YOU USE YOUR TABLET DEVICE? % LOCATION OF TABLET USAGE JULY 2012 Living room In vs. out of home use At Home 100% Outside of home 56% HOW DO YOU CONNECT TO THE INTERNET ON YOUR TABLET? 89 40% Bedroom 65% 92% 1 33 Cafe/bar/ restaurant 26% On holiday Whilst travelling (other) 23% Kitchen 47% Another area 37% Whilst commuting 15% Never Access internet Work/place of education 28% Via 3G Via Wi-Fi Other place away from home 27% Base: 98 tablet owners aged 15+: July

31 TABLET USAGE WHAT FOR? WHAT DO / WOULD YOU USE A TABLET FOR? (%) Social networking Accessing information Watching videos Update on news Reading newspapers Shopping Researching Listening to music Video games TABLET OWNERS -What do? Base: 98 tablet owners and 909 non-tablet owners aged 15+: July NON-TABLET OWNERS -What would? 31

32 HOW WE CONSUME CONTENT - MUSIC 32

33 HOW WE CONSUME MUSIC MUSIC CONSUMPTION IN THE PRECEDING 12 MONTHS 45% 40% 35% 40 Bought CD 30% 25% 20% 15% 10% 5% 0% Any digital Paid for legal download Used free legal streaming Unofficial digital (pirate) Jul '10 Nov '10 Jan '11 Apr '11 Jul '11 Nov' 11 Jan '12 Apr '12 Jul ' Base: circa 1,000 GB adults aged 15+ per wave 33

34 HOW WE CONSUME GAMES FOR CONSOLES GAMES CONSUMPTION IN THE PRECEDING 12 MONTHS 30% 25% 26 20% Bought a game on a disc for console PS3 owners 34% Xbox 360 owners 46% 15% 10% 5% Paid to download a game direct to console Wii owners 28% PS3 owners 20% Xbox 360 owners 25% Wii owners 12% 0% July '10 Nov '10 Jan '11 Apr '11 Jul '11 Nov' 11 Jan '12 Apr '12 Jul '12 Base: circa 1,000 GB adults aged 15+ per wave 34

35 HOW WE ACCESS CONTENT MOVIES / TV 35

36 HOW WE ACCESS MOVIES MOVIE CONSUMPTION IN THE PRECEDING 12 MONTHS 50% 45% 46 40% 35% 30% 25% 20% Any digital Paid official digital (DTO/VOD) Bought DVD/Blu-ray 30 15% 10% 5% 0% 11 8 Unofficial digital (pirate) 4 5 Jan '10 Jul '10 Jan '11 Jul '11 Jan '12 Jul ' Base: circa 1,000 GB adults aged 15+ per wave 36

37 HOW WE ACCESS TV SERIES TV SERIES CONSUMPTION IN THE PRECEDING 12 MONTHS 35% 30% 32 Catch-up TV 30 25% 20% 15% 10% OFFICIAL Official digital ANY Any digital % 7 Bought DVD/Blu-ray 7 0% Unofficial digital (pirate) Apr '10 Nov '10 Apr '11 Nov '11 Apr '12 Base: circa 1,000 GB adults aged 15+ per wave 37

38 TECH TRACKER TECHNICAL DETAILS Ipsos MORI interviewed a quota sample of 1007 adults aged 15+ in GB. The latest interviews were carried out face to face 20 th 26 th July 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 exclusively to you. 38

39 FURTHER INFORMATION For more information please contact: Aakanksha Haran e: Ipsos MORI Kings House Kymberley Road Harrow HA1 1PT t: +44 (0) f: +44 (0) About Ipsos MediaCT Ipsos MediaCT plays a prominent role within media and communications research, holding key industry audience measurement contracts and conducting bespoke research to assist their clients in informing their strategic decisions. We help clients make connections in the digital age, as leaders in providing research solutions for companies in the fast-moving and rapidly converging worlds of media, content, telecom and technology. Using a wide variety of research techniques, we help individual media owners, technology companies, agencies and advertisers address issues such as editorial and programming, advertising, audience profiling and music tastes, market positioning, piracy, high definition and theatrical markets, new product and programme development and license applications. Ipsos MediaCT 2012 Winner MRS Awards: Best Innovation

TECH TRACKER QUARTERLY RELEASE: Q4 2013

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