PowerPoint Presentation · Apple’s iPad is still the market-leader, with 1 in 3 GB adults owning...
Transcript of PowerPoint Presentation · Apple’s iPad is still the market-leader, with 1 in 3 GB adults owning...
CELEBRATING 20 YEARS
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Q4 2018
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Areas Covered
Quarterly tracker - trends in internet usage, tech ownership and the connected home
GB face-to-face survey via IpsosMORI capibus
Latest wave quarter 4 2018 (field in November)
Representative sample of c.1000 GB adults ages 15+
Internet usageTablet deepdive Connected home
SummaryTech Tracker tells us that over half of GB adults own a tablet. Whilst ownership has remained stable throughout 2018, it has risen 3 percentage points since Q4 ‘17 and 6 percentage points since Q4 ‘16.
Apple’s iPad is still the market-leader, with 1 in 3 GB adults owning an iPad; a position it has held since non-iPad ownership matched that of the iPad in Q1 2016. Only 4 in 10 15-24’s own a tablet, but they are significantly more likely to own an iPad than a non-iPad tablet – the only age group to show this behaviour.
Adults aged 45-54 are the most likely to own a tablet (71%). Perhaps surprisingly, they are more likely than any other age-group to purchase goods or services via their tablet. They are also more likely to watch videos on their tablet than the majority of other tablet users. However, the likelihood of tablet users playing games and paying to download apps decreases among the older demographic. Among all tablet users, sending and receiving emails is still the most popular activity in Q4 ’18.
The average household in Britain has 1 tablet (0.93). As we might expect, this increases to 1.4 in households with children and decreases to 0.7 in households without children.
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Tablet deepdive
Tablet ownership has remained stable since Q3’16 with Apple’s iPad remaining the most popular brand
0%
20%
40%
60%
Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Q4 '15 Q1 '16 Q2 '16 Q3 '16 Q4 '16 Q1 '17 Q2 '17 Q3 '17 Q4 '17 Q1 '18 Q2 '18 Q3 '18 Q4 '18
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Base: circa 1,000 GB adults aged 15+ per wave
Source: Ipsos MORI
* Brand ownership was not asked between Q2 and Q3 2018
53% Any Tablet
32% iPad
29% Non-iPad TabletQuestion not asked in Q2
or Q3
Use of tablet in the past 3 months
Tablets are used for many activities with reading/sending emails still ranked as the most popular
0%
20%
40%
60%
Q1' 15 Q2' 15 Q3' 15 Q4' 15 Q1' 16 Q2' 16 Q3' 16 Q4' 16 Q1' 17 Q2' 17 Q3' 17 Q4' 17 Q1' 18 Q2' 18 Q3' 18 Q4' 18
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Base: circa 300-500 adults 15+ who own tablets
Source: Ipsos MORI
57% Read or send emails
44% Browse websites for personal interests
43% Watch video clips on sites such as Youtube
42% Online shopping
41% Visit social networking sites
38% Online banking
31% Download apps for free
27% Watch catch-up TV
24% Download/ stream music over the internet
9% Using the internet to make video calls (VOIP)
44%
53%58%
71%
55%
39%
54%51%
71%
52%
43% 41%
15-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
Adults aged 45-54 are significantly more likely to own a tablet than other age groups
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Base: circa 1,000 GB adults aged 15+ per wave
Source: Ipsos MORISignificantly higher / lower @ 95% confidence level
While those in the AB social grades are significantly more likely than other social grades
15-24s are more likely to own an iPad than non-iPad, with the balance towards non-iPads increasing with age
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Base: circa 1,000 GB adults aged 15+ per wave
Source: Ipsos MORI
iPad Non-iPad Tablet
Whilst ownership of iPads and non-iPads among males is level, females prefer Apple’s iPad
Significantly higher / lower than non-iPad @ 95% confidence level
31%35%
38%41%
31%
20%
30%34%
49%
35%
23%
17%17%
26%28%
44%
29%
18%
29%
24%
30%26%
24%26%
15-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE
Apple dominates the tablet market with over twice the share of its nearest competitor Samsung
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Base: circa 300-500 adults 15+ who own tablets
Source: Ipsos MORI
Around a third of all GB adults own an Apple iPad, with 1 in 7 owning a Samsung, the next most popular brand of tablet. 6 in 10 of all tablets owned are Apple iPads.
32%
14%
7%
3%1% 1% 1% 1% 1%
3%
iPad Samsung AmazonKindle Fire
Tablet
LenovoTablet
NexusTablet
(Google)
Asus Tablet Tesco Hudl MicrosoftSurface
HuaweiTablet
OtherTablet
Of all tablets owned
61%39%
iPad Non-iPadiOS Android
Households with children are significantly more likely to own a tablet than households without children, with the average household with children owner 1.4 tablets
The average number of tablets in GB households is 0.93 with 24% of households owning more than 1 tablet
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Base: circa 1,000 GB adults aged 15+ per wave
Source: Ipsos MORI
28%
14%
9%
1 Tablet 2 Tablets 3+ Tablets
Average tablets per HH
0.7 1.4
ABC1 C2DE1.1 0.7
0.93 Tablets
Significantly higher / lower @ 95% confidence level
Internet usage
A quarter use a mobile internet device such as a Dongle or Mobile Wi-Fi to connect
Over 90% of GB adults have access to the internet anywhere, with 8 in 10 being able to access broadband at home
0%
20%
40%
60%
80%
100%
Q3'10
Q4'10
Q1'11
Q2'11
Q3'11
Q4'11
Q1'12
Q2'12
Q3'12
Q4'12
Q1'13
Q2'13
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Q4'14
Q1'15
Q2'15
Q3'15
Q4'15
Q1'16
Q2'16
Q3'16
Q4'16
Q1'17
Q2'17
Q3'17
Q4'17
Q1'18
Q2'18
Q3'18
Q4'18
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Base: Circa 1000 GB adults aged 15+ per wave thereafter
Source: Ipsos MORI
* The wording used for measuring ‘internet connection by dongle’ has been updated to ‘internet connection by mobile internet device’ which means earlier data is not strictly comparable and is therefore not shown
91% Internet usage anywhere
82% Broadband at home
75% Connect using Mobile Phone
40% Connect via Tablet
26% *Connect via Mobile Internet Device
Females 89% 98% 98% 97% 99% 90% 67%AB 97% 100% 98% 100% 100% 98% 89%C1 92% 99% 100% 97% 99% 96% 69%C2 91% 100% 100% 100% 97% 91% 63%DE 78% 95% 92% 88% 98% 73% 50%
While internet connectivity among younger demographics is almost ubiquitous, it is lowest among those aged 65+ with a DE social grade
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Source: Ipsos MORI
Base: Q4 ’18 – GB Adults 15+ n=998
All 15-24 25-34 35-44 45-54 55-64 65+Males 92% 99% 99% 98% 95% 91% 74%
AB 96% 100% 98% 100% 100% 99% 88%C1 94% 100% 100% 100% 99% 89% 76%C2 91% 100% 100% 99% 95% 90% 63%DE 84% 98% 97% 92% 86% 82% 54%
75-100%
50-74%
0-49%
Internet Connectivity by demographic
% Use of the internet in the past 3 months
Around two thirds of GB adults use the internet for online shopping, with emails being the most popular online activity
0%
20%
40%
60%
80%
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Q4'14
Q1'15
Q2'15
Q4'15
Q1'16
Q2'16
Q3'16
Q4'16
Q1'17
Q2'17
Q3'17
Q4'17
Q1'18
Q2'18
Q3'18
Q4'18
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Source: Ipsos MORI
80% Sending/Reading emails
76% Visit sites for info personal interests
69% Visit sites for info on products thinking of buying
64% Visit sites to buy products online
61% Check bank account/other financial holdings
58% Social networking
37% Download/stream music
31% Download/stream TV
28% Download/stream movies
20% Play video games online
Not asked in Q3 2015
Base: c.1000 per wave GB adults aged 15+
Connected Home
The number of GB adults with a Smart TV in their household is up by 9% pts vs. this time last year, as DVD ownership falls by 6% pts
79%69%
48%23%
56%45%
39%
34%10%
18%16%
53%21%
32%
Personal computer OR LaptopLaptop
DVD playerPersonal video recorder (PVR)
Digital TV via aerial/Freeview/FreesatSatellite/ Cable TV
Smart TV
Games consolesWii/WiiU
PS3/4Xbox360/XboxOne
Tablet computerebook reader
iPad
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Base: circa 1,000 GB adults aged 15+: Quarter 4 2018
Source: Ipsos MORI
Q4'1782%72%
54%29%
52%49%30%
36%14%20%17%
50%21%29%
Which of the following do you own/have in your household?
As ownership of Smart TV’s continues to rise, the popularity of Xbox consoles has seen a significant decrease vs. Q3
0%
10%
20%
30%
40%
50%
Q3'14
Q4'14
Q1'15
Q2'15
Q3'15
Q4'15
Q1'16
Q2'16
Q3'16
Q4'16
Q1'17
Q2'17
Q3'17
Q4'17
Q1'18
Q2'18
Q3'18
Q4'18
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Base: circa 1,000 GB adults aged 15+ per wave
Source: Ipsos MORI
39% Smart TV
32% *iPad
18% PlayStation
16% Xbox
10% Wii
* Ownership for iPad was not asked in Q2/3 ’18
*Question not asked in Q2 or Q3
Which of the following do you own/have in your household?
Please contact us if you would like further data
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Ipsos MORI interviewed a quota sample of 1,000 adults aged 15+ in GB.
The latest interviews were carried out face-to-face 26th October – 7th November 2018.
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.
Tech tracker technical details
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Hannah [email protected]
020 8080 6135
020 8861 8775
Reece [email protected]
020 861 8136
Pierce [email protected]
020 8861 4718
For more information
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