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TECH TRACKER QUARTERLY RELEASE:Q4 2017TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017QUARTERLY TRACKER -TRENDS IN INTERNET USAGE, TECH OWNERSHIPAND THECONNECTED HOMEGB FACE TO FACESURVEY via Ipsos MORI CapibusLATEST WAVE QUARTER 4 2017 (3rd November 13th November 2017)REPRESENTATIVE SAMPLE OFc.1000 GB ADULTSAGED 15+ 2Smartphone ownershipSocial networkingConnected homeInternet usageContent consumptionMusic / games / TV /moviesTablet ownershipAREAS COVEREDVoice Activated Speakers TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Summary3Awareness of voice-activated speakers is increasing; over half of GB adults claim to know a little bit about them. However, ownership is still low; 5% currently own a voice activated speaker and just 10% of non-owners are likely to buy in the next 12 months.Streaming music, listening to the radio and checking the weather are likely to be the most common activities undertaken on voice-activated speakers among non-owners. This potentially provides a huge opportunity for radio and streaming services.However, there are still barriers to usage, with privacy concerns from some about conversations being recorded. Awareness of their functions also provides a barrier to usage, with 23% of non-owners believing that voice activated speakers dont do very much. It seems that people know they exist, but not what they can do with them.Facebook remains the social media platform used by the most people in the past 3 months, with Instagram coming in second (but still achieving less than half the number of Facebook users).Whilst digital consumption of music and movies continues to strengthen year on year, gaming does not see the same shift, with physical video games continuing their prominence over digital copies. TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q3 2017 | Strictly ConfidentialVOICE ACTIVATED SPEAKERSTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Despite just 5% ownership, over half of GB adults know about voice-activated speakers (higher among males and 15-34s)Ownership and knowledge of voice-activated speakers5Base: All respondents (965)TK01a Which of the following applies to you? Please mention all that apply; VS1. How much do you feel you know about Voice Activated Speakers?Significantly higher than opposite6123646A lotFair amountLittleNothingHow much do you know about voice-activated speakers?5% own a voice-activated speaker54% know at least “a little” about voice-activated speakers 54%MALE (59%)FEMALE (48%)15-34 (64%)35+ (49%)W. CHILDREN (60%)W/O. CHILDREN (51%)NON-OWNERS WHO ARE LIKELY TO BUY (85%)Know somethingA lot, Fair amount or LittleTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 20174 in 5 non-owners are unlikely to own one in the next year, although M15-34s are more likely to than anyone elseLikelihood of future ownership and reasons for being unlikely to own6Base: All who do not own a voice-activated speaker (918); All who do not own and who are not likely to buy one (765)VS4. How likely are you to own Voice Activated Speakers within the next 12 months?; VS5.What is preventing you from getting a Voice Activate Speaker? Select all that apply.4 616678Very likelyLikelyUnlikelyVery unlikelyDont know56%12%12%10%8%7%5%4%3%I just dont want oneI dont like the idea of speaking to a machineI need to understand what they are for firstIm worried about data securityThey are too expensiveI dont want it listening to my conversationsThey are too impersonalIt doesnt do enough yetI dont think the voice recognition is very goodOnly 10% of non-owners are likely to buy in the future, which increases to 18% among M15-34sUNLIKELY (NET): 83%TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 201739%52%53%52%31%42%35%33%32%30%24%22%9%41%24%14%41%26%7Base: All non-owners who are likely to buy a voice-activated speaker in the future (87)VS7. Which, if any, of the following things do you think you would use Voice Activated Speakers for?Among likely purchasers, speakers would mostly be used for music, checking the weather, and setting alarms/timersMain things voice-activated speakers would be used for67% - Listen toaudio content(Net: radio, specific song, audio books / podcasts)Listen to the radioCheck the weather forecastAsk to play a specific songSet a timer / alarmAsk for help with somethingCheck the latest newsReceive a travel updateUpdate or review your calendarControl a compatible TVCreate a to-do listCheck live sports scoresPlay a gameMake or receive callsSend smart-home requestsMake an online purchaseSend or receive a text messageOrder a cab/taxiListen to audio books / podcastsTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 20178Base: All who do not own a voice-activated speaker (918)VS9. To what extent, if at all, do you agree with the following statements?3 in 10 non-owners think that VAS are the future, although a similar amount claim they will never get a VASAttitudes towards voice-activated speakers29%11%31%23%20%27%33%VASs are the future VASs make my life easier Concerned that personalconversationsrecorded/storedVASs dont do very much I dont think the voicerecognition is very goodTalking to a machine makesme uncomfortableI will never get a VASScores are based on T2B: A combination of Strongly agree and AgreeVAS = voice-activated speakerNon-owners (Agree T2B):TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 20179Base: All respondents (965)VS9. To what extent, if at all, do you agree with the following statements?1 in 3 adults worry about conversations being recorded, whilst 1 in 4 feel uncomfortable talking to a machineAttitudes towards voice-activated speakers32%31%27%23%19%28%30%29%35%34%24%16%28%16%15%17%23%17%27%32%Agree Neither agree nor disagree Disagree Dont knowI dont think the voice recognition is very goodVoice Activated Speakers just dont do very muchI am concerned that my personal conversations are being recorded and stored somewhereTalking to a machine makes me uncomfortableVoice Activated Speakers are the futureAll respondents:Agree and Disagree scores are based on T2B:Agree = Strongly agree and Agree; Disagree = Strongly disagree and DisagreeTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017 | Strictly ConfidentialINTERNET USAGEHOW, WHEN, WHERE TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017658271917 3347718360%20%40%60%80%100%Q3 09Q4 09Q1 10Q2 10Q3 10Q4 10Q1 11Q2 11Q3 11Q4 11Q1 12Q2 12Q3 12Q4 12Q1 13Q2 13Q3 13Q4 13Q1 14Q2 14Q3 14Q4 14Q1 15Q2 15Q3 15Q4 15Q1 16Q2 16Q3 16Q4 16Q1 17Q2 17Q3 17Q4 1711Base: circa 2,000 interviews per wave until Quarter 1 2010, circa 1000 GB adults aged 15+ per wave thereafter Source: Ipsos MORI* 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 shownInternet usage anywhereBroadband at home*Connect using mobile phone Connect via DongleConnect via Tablet* 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 shown9 in 10 GB adults access the internet, with increase in connectivity via a mobile phone showing no signs of slowing down% HOW PEOPLE CONNECT TO THE INTERNETTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Females 88% 100% 99% 97% 95% 92% 60%Females AB 95% 100% 100% 100% 99% 97% 83%Females C1 91% 100% 100% 98% 98% 95% 65%Females C2 89% 100% 100% 99% 93% 88% 57%Females DE 78% 99% 97% 92% 87% 83% 39% ACCESSING THE INTERNET BY GENDER AND SOCIAL GRADE12Source: Ipsos MORI80-100%50-79%0-49%All 15-24 25-34 35-44 45-54 55-64 65+Males 92% 99% 99% 97% 94% 92% 75%Males AB 98% 100% 99% 100% 100% 99% 93%Males C1 95% 100% 100% 98% 96% 98% 75%Males C2 90% 99% 100% 98% 94% 93% 65%Males DE 82% 97% 97% 88% 84% 76% 55%Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2017Three quarters of males and 3 in 5 females aged 65+ are onlineTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 20170%20%40%60%80%Q312Q412Q113Q213Q313Q413Q114Q214Q314Q414Q115Q215Q415Q116Q216Q316Q416Q117Q217Q317Q41784% Emails76% Visit sites for info personal interests71% Visit sites for info on products thinking of buying70% Visit sites to buy products online62% Check bank account/ other financial holdings59% Social networking35% Download/ stream TV34% Download/ stream music26% Download/ stream movies19% Play video games onlineOnline banking continues to rise year-on-year, and there is an increase in browsing or purchasing products online vs. last year % USE OF THE INTERNET IN THE PAST 3 MONTHS13Base: circa 2,000 interviews per wave until Quarter 1 2010, circa 1,000 GB adults aged 15+ per wave thereafter Source: Ipsos MORINot asked in Q3 2015TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017 | Strictly ConfidentialCONNECTED HOME TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Ownership of most devices is in line with last year. The biggest decline is seen for PVRs, which are down by 5 percentage pointsWHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD?15Source: Ipsos MORIQ41680%72%58%34%14%56%50%28%6%38%17%18%21%49%22%28%Base: circa 1,000 GB adults aged 15+: Quarter 4 201782%72%54%29%12%52%49%30%6%36%14%20%17%50%21%29%Personal computer OR LaptopLaptopDVD playerPersonal video recorder (PVR)Blu-ray player (excl. PS3)Digital TV via aerial/Freeview/FreesatSatellite/ Cable TVTV with internet built in3D TVGames consolesWii/WiiUPS3/4Xbox360/XboxOneTablet computerebook readeriPadSig. higher/lower than last year 95% CITECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017221417 17132091219291430460%10%20%30%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 17WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD?16Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORISimilar declines are seen for Xbox, as PlayStation ends the year being GBs preferred console14%17%20%iPad29%Internet TV30% 12%3D6%SMARTPHONE OWNERSHIPTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Smartphone ownership continues to rise YoY, with 8 in 10 GB adults owning one. The fight for majority ownership continues between iPhone and Android4981224213115401 30%20%40%60%80%Q3 12 Q4 12 Q1 13 Q2 13 Q313 Q413 Q114 Q214 Q314 Q414 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17% OWN by MANUFACTURER18Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORIAny Smartphone (net)WindowsTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Females% 77% 96% 94% 94% 85% 77% 37%Females AB% 86% 94% 97% 97% 93% 92% 59%Females C1% 78% 97% 92% 95% 88% 81% 37%Females C2% 81% 96% 98% 94% 92% 83% 26%Females DE% 64% 96% 92% 86% 65% 46% 23%Ownership is similar between genders across all ages, except for the 65+s, where men are slightly more likely to be owners% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE19Source: Ipsos MORI50-100%25-49%0-24% All% 15-24% 25-34% 35-44% 45-54% 55-64% 65+%Males% 81% 97% 94% 93% 87% 78% 45%Males AB% 86% 97% 97% 98% 97% 87% 59%Males C1% 87% 99% 96% 96% 88% 90% 45%Males C2% 77% 97% 100% 91% 80% 75% 34%Males DE% 71% 96% 84% 82% 76% 57% 33%Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2017TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 20170%20%40%60%80%Q4 13Q1 14Q2 14Q3 14Q4 14Q1 15Q2 15Q3 15Q4 15Q1 16Q2 16Q3 16Q4 16Q1 17Q2 17Q3 17Q4 1769% Read or send emails55% Visit social networking sites53% Browse websites for personal interests52% Online banking42% Online shopping41% Watch video clips on sites such as YouTube40% Download apps for free26% Download/ stream music over the internet23% Use instant messaging services such as BBM16% Watch catch-up TVAlthough emailing is the most popular activity, browsing websites and online banking see the largest YoY increases (+5%)USE OF SMARTPHONE IN THE PAST 3 MONTHS20Base: circa 500-750 smartphone owners per wave Source: Ipsos MORITABLET OWNERSHIPTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017245016299260%20%40%60%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 1722Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORINONIPADAny TabletiPadNONIPADTablet (non iPad)Tablet ownership is steady versus this time last year, with half of GB adults owning one% OWN A TABLET IN THE HOUSEHOLDTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Females 51% 55% 51% 61% 59% 55% 34%Females AB 64% 71% 53% 71% 73% 70% 48%Females C1 51% 58% 53% 62% 63% 51% 32%Females C2 54% 44% 58% 69% 58% 62% 36%Females DE 36% 52% 42% 39% 37% 32% 24%Tablet ownership continues to be highest among AB adults% OWN A TABLET BY GENDER AND SOCIAL GRADE23Source: Ipsos MORI50-100%25-49%0-24%All 15-24 25-34 35-44 45-54 55-64 65+Males 49% 45% 44% 58% 55% 55% 41%Males AB 65% 67% 55% 66% 74% 71% 58%Males C1 52% 47% 48% 63% 54% 61% 41%Males C2 43% 43% 38% 48% 49% 50% 35%Males DE 33% 34% 33% 49% 35% 33% 21%Base: circa 4,000 GB adults aged 15+: Q1/ Q2/ Q3/ Q4 2017TECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Although ownership has steadied, fewer people appear to be using their tablets for all activities vs. this time last year0%20%40%60%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 17USE OF TABLET IN THE PAST 3 MONTHS24Base: circa 300-500 adults 15+ who own tablets Source: Ipsos MORI57% Read or send emails48% Browse websites for personal interests46% Online shopping44% Visit social networking sites42% Watch video clips on sites such as Youtube42% Online banking34% Download apps for free33% Watch catch-up TV22% Download/ stream music over the internet13% Use the internet to make video calls (VOIP)SOCIAL NETWORKINGTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017The smartphone continues to be the main device used to access social media. The 4% YoY rise is in line with increased smartphone ownership32218442446738 400%20%40%60%80%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% VISITING SOCIAL NETWORKING SITES26Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORISmartphoneAny device (inc. computers) Connected TV* - Games console, web enabled TVs and PCs connected to a TVNONIPADTabletConnected TV*PC/LaptopTECHNOLOGY TRACKER | QUARTERLY RELEASE: Q4 2017Usage of all social media sites is up vs. Q4 16, but none more so than Instagram (+8% points among GB adults)4663172214 2010156299200%20%40%60%80%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% VISITED IN LAST 3 MONTHS27Base: circa 1,000 GB adults aged 15+ per wave Source: Ipso
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