Technology - Who is in Control? - UK - August 2008

TABLE OF CONTENTS

• Issues in the Market
• Main issues
• Definition
• The Control Curve
• Abbreviations
• Insights and Opportunities
• Prop up support systems
• Converge on compatibility
• Human search
• Market in Brief
• Elements of control
• Major corporations still dominate
• Access all areas
• Navigating new technology: We want to hold a hand
• With a little help from our friends (and family)
• Who's in control: Men or women?
• Who's in control: Teens?
• Who's in control: Only the rich?
• Fast Forward Trends
• Trend 1: Learning Through Play
• What's it about?
• Observations
• Implications
• Trend 2: Trust From Testing
• What's It About?
• Observations
• Implications
• Internal Market Environment
• Key points
• Broadband has brought more up to speed
  • Figure 1: UK broadband penetration, 2004-08
• More web, more tech knowledge
  • Figure 2: Feelings of technological know-how, by personal internet usage, June 2008
• Internet access: Digital divide switching from age to class
  • Figure 3: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2003-08
• Online activity: Going beyond the basics
  • Figure 4: Selected activities undertaken on the internet in the last three months, 2003-08
• Knowledge directly influences more advanced device ownership
  • Figure 5: Feelings of technological know-how, versus digital items personally used, June 2008
• Technology: Can advanced also mean inclusive?
• Software increasingly managing the clutter
• The impact of the mobile web
  • Figure 6: Digital items personally used, June 2008
• Controlling living room technology
• Broader Market Environment
• Key points
• Pressure on gadget spend
• Gadget savvy segment of the population increasing
  • Figure 7: Trends in the age structure of the UK population, by gender, 2003-13
• Will an ageing population become increasingly out of sync with new technology?
  • Figure 8: Adult population trends, by lifestage, 2003-13
• Strengths and Weaknesses in the Market
• Strengths
• Access
• Web 2.0 technologies
• Brand power
• Innovation
• Usability
• Weaknesses
• Incompatibility
• Consumer cynicism
• Brand power
• Cost
• Communication
• Who's Innovating?
• Key points
• Home appliances increase control without the stress
• Touching the future?
• Blinking your way to a better computer life
• How Do Consumers Rate Their Tech Skills?
• Key points
• Very few Luddites and astronauts
  • Figure 9: Feelings of technological know-how, June 2008
• Men know what they want; women know what they need
  • Figure 10: Feelings of technological know-how, by detailed demographics, June 2008
• Wisdom of experience lies with the young
  • Figure 11: Feelings of technological know-how, by age, June 2008
• Feelings About New Technology
• Key points
• Consumers know what they want, but are they getting it?
  • Figure 12: Consumer attitudes towards the rate of new technology becoming available on the market (including gadgets, equipment and software), June 2008
• Men are the keenest for convergence
  • Figure 13: Selected consumer attitudes towards the rate of new technology becoming available on the market, by gender, June 2008
  • Figure 14: Device ownership by gender, July 2008
• Teens compete with older consumers for technology cynicism
  • Figure 15: Consumer attitudes towards the rate of new technology becoming available on the market, by age, June 2008
• Early adopters overwhelmed?
  • Figure 16: Consumer attitudes towards the rate of new technology becoming available on the market, by age, June 2008
• What women really want: Simple perfection, every time
  • Figure 17: Consumer attitudes towards the rate of new technology becoming available on the market, by gender, June 2008
• The difference boils down to interest
  • Figure 18: Features used on a mobile phone, by gender
• How Do We Find Out About Technology?
• Key points
• Hi-tech products, lo-tech learning
  • Figure 19: How consumers find out about new technology, June 2008
• The price must be right
• Brands hold hands
• Global conversations
  • Figure 20: Selected ways in which consumers find out about new technology, by gender, age, socio-economic group, personal internet usage and mobile phone network, June 2008
• Who browses for info?
• When women go shopping, men hide online
  • Figure 21: Selected ways in which consumers find out about new technology, by gender, June 2008
• The young stay off the High Street
  • Figure 22: Selected ways in which consumers find out about new technology, by age, June 2008
• Better-off invest in quality
  • Figure 23: Consumers that visit a technology brands website to find out about new technology, by gross annual household income, June 2008
• Which groups are adverts hitting?
• Young most ad-aware
  • Figure 24: Selected ways in which consumers find out about new technology, by age, June 2008
• Plenty of value in print
  • Figure 25: Discovering new technology through print advertising, by socio-economic group and gross annual household income, June 2008
• Older consumers more likely to click on web ads
  • Figure 26: Using web adverts to find out about new technology, by age and personal internet usage, June 2008
• Who uses the media?
• Newspapers still have mass circulation
  • Figure 27: Selected ways in which consumers find out about new technology, by demographic sub-group, June 2008
• Narrowcasting through television
  • Figure 28: Using TV shows to find out about new technology, by demographic sub-group, June 2008
• Distinct routes to different groups
  • Figure 29: How consumers find out about new technology, by feelings of technological know-how, June 2008
• What Are Our Attitudes To Buying New Technology?
• Key points
• Purchasing decisions: a chance to take control
  • Figure 30: Attitudes to buying new technology (including gadgets, equipment and software), June 2008
• Who waits to buy?
• Teenagers curb their enthusiasm
  • Figure 31: Willingness to wait to buy new technology, by age, June 2008
• Men look for functions, women seek out value
  • Figure 32: Upgrading for obvious benefits, by gender, June 2008
• Who is guided by price?
• The disinterested watch their wallets
  • Figure 33: Selected attitudes to buying new technology (including gadgets, equipment and software), by gender and age, June 2008
• Who rushes in?
• Have money, will travel
  • Figure 34: Propensity to buy new things as soon as they come to market, by gender and gross annual household income, June 2008
• Kids need cash
  • Figure 35: Propensity to buy new things as soon as they come to market, by age and personal internet usage, June 2008
• Who are the worriers?
• Early adopters get cold feet
  • Figure 36: Selected attitudes to buying new technology (including gadgets, equipment and software), by age and gross household income, June 2008
• Men more stressed than women
  • Figure 37: Selected attitudes to buying new technology (including gadgets, equipment and software), by age, June 2008
• A little knowledge is a dangerous thing
  • Figure 38: Selected attitudes to buying new technology (including gadgets, equipment and software), by personal internet usage, June 2008
• Uncertainty the only certainty
  • Figure 39: Attitudes to buying new technology, by feelings of technological know-how, June 2008
• How Do We Feel About the Increasing Role of Technology?
• Key points
• Opinions ready to be led
  • Figure 40: How consumers feel about the increasing impact technology has on their lives, June 2008
• Men think they have control, but women are more likely to truly achieve it
  • Figure 41: How consumers feel about the increasing impact technology has on their lives, by gender, June 2008
• Teens have more fun with technology, but less control
  • Figure 42: Selected ways that consumers feel about the increasing impact technology has on their lives, by age, June 2008
• How Hard is it Using New Tech for the First Time?
• Key points
• Customer care lines: show us the value, not the money
  • Figure 43: How consumers set up new technology for the first time after purchase, June 2008
• More than a little help from our friends
• Who is confident?
  • Figure 44: Selected ways in which consumers set up new technology for the first time after purchase, by age, June 2008
  • Figure 45: Selected ways in which consumers set up new technology for the first time after purchase, by socio-economic group and gross annual household income, June 2008
• Who wants what kind of help?
  • Figure 46: Selected ways in which consumers set up new technology for the first time after purchase, by age, June 2008
  • Figure 47: Selected ways in which consumers set up new technology for the first time after purchase, by age, June 2008
  • Figure 48: How consumers set up new technology for the first time after purchase, by feelings of technological know-how, June 2008
• Conclusion
• Key points
• What have we proved?
• So, who is in control?
• And how can brands take advantage?
• Appendix: How Do Consumers Rate Their Tech Skills?
  • Figure 49: Feelings of technological know-how, by demographic sub-group, June 2008
• Digital devices
  • Figure 50: Digital items personally used, by feelings of technological know-how, June 2008
• Online activities
  • Figure 51: Online activities in the last three months, by feelings of technological know-how, June 2008
• Appendix: Feelings About New Technology?
  • Figure 52: Most popular attitudes towards the rate of new technology becoming available on the market, by demographic sub-group, June 2008
  • Figure 53: Next most popular attitudes towards the rate of new technology becoming available on the market, by demographic sub-group, June 2008
• Appendix: How Do We Find Out About Technology?
  • Figure 54: Most popular ways in which consumers find out about new technology, by demographic sub-group, June 2008
  • Figure 55: Next most popular ways in which consumers find out about new technology, by demographic sub-group, June 2008
  • Figure 56: Other ways in which consumers find out about new technology, by demographic sub-group, June 2008
• Appendix: What Are Our Attitudes To Buying New Technology?
  • Figure 57: Most popular attitudes to buying new technology (including gadgets, equipment and software), by demographic sub-group, June 2008
  • Figure 58: Next most popular attitudes to buying new technology (including gadgets, equipment and software), by demographic sub-group, June 2008
• Appendix: How Do We Feel About the Increasing Role of Technology?
  • Figure 59: Most popular feelings about the increasing impact technology has on their lives, by demographic sub-group, June 2008
  • Figure 60: Next most popular feelings about the increasing impact technology has on their lives, by demographic sub-group, June 2008
• Appendix: How Hard is it Using New Tech for the First Time?
  • Figure 61: Most popular ways in which consumers set up new technology for the first time after purchase, by demographic sub-group, June 2008
  • Figure 62: Next most popular ways in which consumers set up new technology for the first time after purchase, June 2008