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Digital Trends Summer - UK - June 2014

Digital Trends Summer - UK - June 2014

Tablets are now in half of homes in the UK, despite arriving on the market in their current form just four years ago. Yet people are still just as likely to be in the market for a new laptop, as many remain reluctant to perform complex and work-oriented tasks on a smaller handheld device.

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Table of Content

Introduction
Definition
Abbreviations

Executive Summary
Consumer technology products
Ownership of consumer technology products
Figure 1: Household/personal ownership of consumer technology products, December 2013 and April 2014
Planned purchase or upgrade of consumer technology products
Figure 2: Plans for purchase or upgrade of consumer technology products in the next three months, April 2014
Computers and e-readers
Ownership patterns
Figure 3: Household ownership of computers and e-readers, January 2012-April 2014
Mobile phones
Ownership patterns
Figure 4: Personal ownership of mobile phones, January 2012-April 2014
Devices used to access the internet
Consumers connect using myriad devices
Figure 5: Devices used to access the internet, April 2014, and percentage point change between January 2013 and April 2014
Online activities
On any device

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Figure 6: Online activities performed in the past three months, April 2014 and percentage point change between December 2013 and April 2014
Digital advertising
Two fifths of consumers click on digital ads
Figure 7: Digital advertising seen and clicked on within the past three months, April 2014
Attitudes towards digital advertising
Managing the balance between monetisation and usability
Figure 8: Attitudes towards digital advertising, April 2014
The internet of things
New ‘in-home’ devices hold most appeal
Figure 9: Interest in new technology devices and products, April 2014
Attitudes towards smartwatches
Some 44% of potential smartwatch buyers interested in a trial service
Figure 10: Attitudes towards smartwatches, April 2014
What we think

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Consumer Technology Products – Overview
Key points
Ownership of consumer technology products
Figure 11: Household/personal ownership of consumer technology products, December 2013 and April 2014
Planned purchase or upgrade of consumer technology products
Figure 12: Plans for purchase or upgrade of consumer technology products in the next three months, April 2014

Consumer Technology Products – Televisions
Key points
Ownership
Figure 13: Household ownership of television sets, December 2013 and April 2014
Figure 14: Household ownership of television sets, by television type, January 2012-April 2014
Plans for purchase or upgrade
Figure 15: Plans for purchase or upgrade of television sets in the next three months, April 2014
Demographic breakdown – by gender
Women now just as likely as men to own a smart TV
Figure 16: Household ownership of televisions, by gender, April 2014
FIFA World Cup likely to drive more purchases from men
Figure 17: Plans to purchase any television in the next three months, by gender, April 2014
Demographic breakdown – by age
A third of 25-34s now own a smart TV

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