Average awareness of new technology products increases 10% year on year

Awareness of new technology increases 10% year on year in the Great British offline population the most recent Ipsos MediaCT Technology Tracker revealed. The most recent wave of the survey, conducted in November 2013, with approximately 1000 adults age 15+ in Great Britain asked about trends in internet usage, tech ownership and the connected home.

Awareness of new technology such as 4G (65%), 3D printers (50%), and Smart devices (Smart glasses 33%, Smart watches 33%) continues to increase even though most are not easy to purchase. There has been a 10% increase in awareness of cloud computing, 4G and contactless payment year on year. Familiarity with some tech products has increased more in an even shorter time period (in this case Quarter on Quarter) such as Smart watches (up 11%) and 3D printers (up 14%)

While awareness of new technology continues to increase, usage of already available technology continues to change. Just over half of the population continues to use Social Media and accessing via devices such as Smartphones continues to increase at the expense of and now in line with PC and laptop.

Gavin Sugden, Director at Ipsos MediaCT, says:

“It’s an exciting time in the world of technology as access to new content across multiple devices is being embraced by a broad spectrum of demographics. New thresholds continue to be met as ownership of Smartphones continues to rise unimpeded. More than half the offline population now access social networking sites, noticeably largely driven by the personal device, so also digital music consumption is out-striping packaged CDs.”

Technical note

• The full Tech Tracker Q4 results are available on our website and include new data on: smart phones, tablets, new technology and much more.
• The survey was completed by approximately 1000 adults age 15+ in Great Britain
• Face to Face methodology using the Ipsos Capibus, with the latest surveys being completed between the 8th of November and 15th of November
• Data is weighted to a nationally representative profile
• You can find the current Tech Tracker and some of the previous reports here: /techtracker