TECH TRACKER QUARTERLY RELEASE: Q4 2013

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1 TECH TRACKER QUARTERLY RELEASE: Q4 2013

2 QUARTERLY TRACKER - TRENDS IN INTERNET USAGE, TECH OWNERSHIP AND THE CONNECTED HOME GB FACE TO FACE SURVEY via Ipsos MORI Capibus LATEST WAVE QUARTER (Field in November) REPRESENTATIVE SAMPLE OF 1000 GB ADULTS AGED 15+ AREAS COVERED Internet usage Connected home Social networking Smartphone ownership Tablet ownership Content consumption Music / games / TV / movies Future Tech Monitor 2

3 HEADLINES Internet usage The proportion of adults accessing the internet is at 84%, with 55% now accessing via a mobile. The top activities online remain: accessing (78%), browsing for information on hobbies (67%), researching products and services (62%) and online shopping (57%). Connected home The percentage of households with connected TV has fallen to 11% of GB adults. 38% of GB adults have at least one of the latest generation games consoles in their household which has increased in the past 3 waves, driven by a rise in Wii and XBOX 360 consoles, with PS3 and Wii U ownership remaining constant. a internet TV. Social networking 53% of GB adults access social networking sites, 30% access via Smartphone. 13% access via a Tablet and 2% access via an 52% of all adults have used Facebook in the past 3 months. 15% have used Twitter. 18% use Google+ and 1 in 10 use Linked In Smartphones Smartphone ownership is 59%. Ownership of Android Smartphones has risen to 27%, and iphone ownership is on par with this at 26%. BlackBerry has decreased to 7% and Windows has remained roughly level at 2%. Tablets Tablets ownership is around 1 in 4 households, of which two thirds is an ipad. ing is the top activity carried out on this device, though it is becoming more common to carry out many other activities on this device as well - including online banking, social networking, watching catch-up TV and video calling. Music/games & movies/tv There has been a shift away from downloading purchased games straight to console and towards purchasing a physical console game disc. Conversely, there is a greater proportion of digital television consumption than physical. Future Tech Monitor Overall, awareness of new technologies is high - two thirds (65%) are aware of 4G, half aware of 3D printers, and over 40% are aware of cloud computing and contactless payment. Newer technologies also have strong awareness despite not being widely available for purchase (smartglasses and smartwatches at a third), but projection gaming is still relatively obscure with just 16% aware of it. Despite high awareness, uptake is low for the majority of technologies apart from cloud computing which has 34% usage amongst those aware, all other technologies sit below 10% ownership or usage. 3

4 INTERNET USAGE HOW, WHEN, WHERE 4

5 INTERNET USAGE TRENDS % HOW PEOPLE CONNECT TO THE INTERNET 90% 80% 70% Internet usage anywhere % 50% Broadband at home *Connect using mobile phone 55 40% 30% 34 20% 10% 0% Q4 '07 Q1 '08 Q2 '08 Q3 '08 Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 7 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Connect via Dongle Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 3 Q4 '13 * 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 Quarter 1 in 2010, circa 1000 GB adults aged 15+ per wave thereafter 5

6 WHO IS AND ISN'T ACCESSING THE INTERNET % ACCESSING THE INTERNET BY GENDER AND SOCIAL GRADE IN 2013 All Males Males AB Males C Males C Males DE Females Females AB Females C Females C Females DE % 50-79% % Base: circa 4,000 GB adults aged 15+: Q1 / Q2 / Q3 / Q

7 CHANGING WAYS THE INTERNET IS USED % USE OF THE INTERNET IN THE PAST 3 MONTHS 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q1 '07 Q1 '08 Q1 '09 Q1 '10 Q1 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 78% s 67% Visit sites for info personal interests 62% Visit sites for info on products thinking of buying 57% Visit sites to buy on products online 49% Social networking 46% Check bank account/other financial holdings 26% Download/stream TV 26% Download/stream music 17% Play video games online 16% Download/stream movies Base: circa 2,000 interviews per wave until Quarter , circa 1,000 GB adults aged 15+ per wave thereafter 7

8 CONNECTED HOME 8

9 EQUIPMENT IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD?: Quarter Q4 12 Personal computer OR Laptop Laptop 64% 81% 75% 58% DVD player DVD recorder Personal video recorder (PVR) Blu-ray player (excl. PS3) 10% 24% 31% 61% 58% 23% 30% 10% Digital TV via aerial/freeview Satellite TV Cable TV TV with internet built in Freesat 3D TV 11% 7% 4% 18% 38% 54% 51% 39% 15% 12% 4% 4% Latest generation games console Wii PS3 Xbox % 18% 22% 38% 34% 22% 12% 15% Tablet computer ebook reader 17% 26% 13% 13% Base: circa 1,000 GB adults aged 15+: Quarter

10 TRENDS IN EQUIPMENT OWNERSHIP IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD? 40% WWW 3D 35% ipad Internet TV 30% 25% 20% 15% 10% 5% 0% Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 ' Base: circa 1,000 GB adults aged 15+ per wave 10

11 SOCIAL NETWORKING 11

12 TRENDS IN VISITING SOCIAL NETWORKING SITES % VISITING SOCIAL NETWORKING SITES 60% 50% Any device (inc. computers) 53 40% 30% 20% 10% 0% Smartphone Tablet 3 2 Q1 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 NON IPAD 38 PC/Laptop Connected TV* Connected TV* - Games console, web enabled TVs and PCs connected to a TV Base: circa 1,000 GB adults aged 15+ per wave 12

13 TRENDS IN SOCIAL NETWORKING SITES VISITED % VISITED IN LAST 3 MONTHS 60% 50% 52 40% 44 30% 20% 10% % Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Base: circa 1,000 GB adults aged 15+ per wave 13

14 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 younger. Ownership of Smartphone and Tablet is also higher amongst Facebook users in comparison to the national population. 59% 26% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Facebook in last 3 months (478) : Q

15 PROFILE OF GOOGLE+ USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% AB C1 C2 DE In contrast to Facebook, Google+ has captured fewer users aged 15-34, but more in the age group. Smartphone penetration is now on par with Facebook and tablet ownership is slightly higher at 41%. 59% 26% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Google+ in last 3 months (168) : Q

16 PROFILE OF TWITTER USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% Twitter users are young : over half of them are aged under % 28% 22% 24% AB C1 C2 DE They are also more likely to be AB or C1 social grade and very mobile: 96% of them own a Smartphone, 49% a Tablet. 59% 26% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Twitter in last 3 months (139) : Q

17 PROFILE OF LINKEDIN USERS ALL ADULTS 49% 51% Male Female % 16% 17% 17% 34% 26% 28% 22% 24% AB C1 C2 DE Linkedin is a more specific social network : its users skew heavily towards males and more than half are social grade AB. Consequently, the ownership level for a Tablet is twice that of the country average. 59% 26% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Linkedin in last 3 months: (81) Q

18 WEBSITES VISITED OR USED IN THE LAST 3 MONTHS % VISITED IN LAST 3 MONTHS Quarter % All adults Users of either Facebook, Google+, Twitter and Linkedin amongst all adults - 58% % All online adults Users of either Facebook, Google+, Twitter and Linkedin amongst all online adults - 68% 4 5 Base: circa GB adults 1,000 adults aged 15+: Q Base: 789 GB online adults aged 15+: Q

19 SMARTPHONE OWNERSHIP 19

20 GROWTH IN SMARTPHONES % OWN by MANUFACTURER 70% 60% Any Smartphone (net) 59 50% 40% 30% % 10% 0% Windows 1 2 Q3' 11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3'13 Q4'13 Base: circa 1,000 GB adults aged 15+ per wave 20

21 WHO OWNS A SMARTPHONE % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE 2013 All Males Males AB Males C Males C Males DE Females Females AB Females C Females C Females DE % 50-69% % Base: circa 4,000 GB adults aged 15+: Q1/Q2/Q3/Q

22 CHANGING WAYS SMARTPHONE IS USED USE OF SMARTPHONE IN THE PAST 3 MONTHS 70% 60% 50% 40% 30% 20% 10% 62% Read or send s 50% Visit social networking sites 42% Browse websites for personal interests 38% Download apps for free 33% Watch video clips on sites such as Youtube 26% Online banking 25% Online shopping 18% Use instant messaging services such as BBM 15% Download/stream music over the internet 12% Watch catch-up tv 0% Q4' 12 Q1' 13 Q2' 13 Q3'13 Q4' 13 Base: circa smartphone owners per wave 22

23 TABLET OWNERSHIP 23

24 GROWTH IN TABLETS % OWN A TABLET IN THE HOUSEHOLD 35% 30% 25% Any Tablet NON IPAD 26 20% 15% ipad 17 10% 5% 10 8 Tablet (non ipad) NON IPAD 10 0% 2 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Base: circa 1,000 GB adults aged 15+ per wave 24

25 WHO OWNS A TABLET % OWN A TABLET BY GENDER AND SOCIAL GRADE ACROSS All Males Males AB Males C Males C Males DE Females Females AB Females C Females C Females DE % 25-49% % Base: circa 4,000 GB adults aged 15+: Q1/Q2/Q3/Q

26 CHANGING WAYS TABLET IS USED USE OF TABLET IN THE PAST 3 MONTHS 75% 65% 55% 45% 35% 25% 15% 5% 66% Read or send s 51% Browse websites for personal interests 50% Visit social networking sites 47% Online shopping 46% Watch video clips on sites such as Youtube 45% Download apps for free 43% Online banking 36% Watch catch-up tv 25% Download/stream music over the internet 19% Use the internet to make video calls (VOIP) -5% Q1' 13 Q2' 13 Q3'13 Q4' 13 Base: circa adults 15+ who own tablets 26

27 CONTENT CONSUMPTION MUSIC / GAMES / TV / MOVIES 27

28 HOW WE CONSUME MUSIC MUSIC CONSUMPTION 40% 35% 37 Bought CD 30% 25% 20% 15% 10% 5% 0% Any digital Used free legal streaming Paid for legal download Unofficial digital (pirate) Q1 '11 Q2 '11 Q3 '11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q3 ' Base: circa 1,000 GB adults aged 15+ per wave / Music consumption is tracked every 6 months 28

29 HOW WE CONSUME GAMES FOR CONSOLES GAMES CONSUMPTION 30% 25% 24 Bought a game on a disc for console 20% 19 15% 10% 5% 4 Paid to download a game direct to console 5 0% Q2 '11 Q3 '11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q4 '13 Base: circa 1,000 GB adults aged 15+ per wave / Games consumption is tracked every 6 months 29

30 HOW WE ACCESS MOVIES MOVIE CONSUMPTION 45% 40% 40 35% Bought DVD/Blu-ray 30% 25% 28 20% Any digital Paid official digital (DTO/VOD) Unofficial digital (pirate) 15% 10% 5% 0% Q3 '10 Q1 '11 Q3 '11 Q1 '12 Q3 '12 Q1 '13 Q3 '13 Base: circa 1,000 GB adults aged 15+ per wave / Movie consumption is tracked every 6 months 30

31 HOW WE ACCESS TV SERIES TV SERIES CONSUMPTION 35% 30% 31 Catch-up TV 32 25% 20% 15% 10% ANY OFFICIAL Any digital Official digital Bought DVD/Blu-ray % 6 5 0% Unofficial digital (pirate) Q2 '11 Q4 '11 Q2 '12 Q4 '12 Q2 '13 Q4 '13 Base: circa 1,000 GB adults aged 15+ per wave / TV consumption is tracked every 6 months 31

32 FUTURE TECH MONITOR 32

33 NEW TECHNOLOGY AND PRODUCT AWARENESS % AWARE : Quarter Cloud computing 4G Contactless payment 3D printers 46% 65% 43% *(+9%) *(+9%) *(+8%) 50% **(+14%) Smart glasses Projection gaming Smart watches 33% **(+6%) **(+3%) 16% 33% **(+11%) *Differences compared to Q **Differences compared to Q Base: circa 1,000 GB adults aged 15+: Q

34 WHO IS AWARE OF THESE TECHNOLOGY & PRODUCTS % AWARE BY AGE, GENDER AND SOCIAL GRADE : Quarter Cloud computing 4G Contactless Payment 3D Printers Smart Glasses Projection Gaming Smart Watches All adults Males Females ABC C2DE % 10-24% 25-49% 50%+ Base: circa 1,000 GB adults aged 15+: Q

35 OWNERSHIP OR USAGE % USE/ OWN (AMONGST ALL): Quarter Cloud computing 4G Contactless payment 3D printers 16% 7% 3% 1% Smart glasses Projection gaming Smart watches 1% 1% 1% Base: circa 1,000 GB adults aged 15+: Q

36 USE/ OWN IN DETAIL % USE/ OWN (AMONGST AWARE): Quarter Cloud computing 4G Contactless payment 3D printers 34% 10% 8% 2% Smart glasses Projection gaming Smart watches 2% 5% 3% Base: All GB adults aware of each product : Q (Cloud Computing = 454, 4G = 640, Contactless Payment= 424, 3D Printers = 489, Smart Glasses = 319, Projection Gaming=155, Smart watches=322) 36

37 TECH TRACKER TECHNICAL DETAILS Ipsos MORI interviewed a quota sample of 966 adults aged 15+ in GB. The latest interviews were carried out face to face 8 th November 15 th November 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 available exclusively to you. 37

38 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 2013 Winner MRS Awards: Best Innovation

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