Technology Tracker Q1 2016
7 out of 10 Britons use their Smartphone to access the Internet. Android and iPhone ownership is on par this quarter and the top three activities on a smartphone remain reading e-mails, visiting social networks and browsing the internet.
A quarter of the GB population now own an Internet TV, the same amount that currently owns a iPad. Tablet ownership continues to be just under 50% with an equal split of iPad and non-iPad ownership in GB households.
Internet usage
Almost 90% of GB adults claim that they have accessed the internet. The proportion of adults using mobile phones to do this has been increasing steadily to 69% in Q1 2016. At the same time, connecting to the internet using a tablet also continues to grow (35%).
The top online activities remain: accessing email (80%), browsing for information on personal interest (74%), researching products and services (68%) and online shopping (63%).
Connected home
- 1 in 4 households have a smart TV and more than 50% use TVs that have Freeview.
- 36% of GB adults have at least one games console in their household which has remained consistent wit
Social networking
Accessing social media remains consistent with previous year (61% amongst GB adults). Using social media platforms via smartphones and PC/laptops is head to head (39% vs. 37%). Facebook remains the most visited social networking site (59% in Q1’16). This is followed by Twitter (17%), Google+ (16%), Instagram (15%) and LinkedIn (12%).
Smartphones
Smartphone ownership is now more than 70%. Whilst iOS penetration has remained at similar levels year-on-year (Q1 ‘16 35% vs. Q1 ‘15 34% ). Android has closed the gap and is now at 34%. Top 3 activities on smartphones: reading or sending emails (61%), visiting social networking sites (55%) and browsing websites (44%).
Tablets
Tablet ownerships sees a year-on-year decline from 53% in Q1’15 to 47% in Q1’16. Ownership of iPads and other tablets is equal and remains consistent with previous quarters. Top 3 activities on tablet: reading or sending emails (62%), browsing websites (50%) and visiting social networking sites (49%).
Content consumption
Consumption of music via CDs and digital formats remains consistent at a year-on-year basis. A similar trend is observed for movies with DVD/ Blu-ray continuing to be the leading format (23% adults claimed to have bought it).
At Ipsos, we have been tracking Media, Content and Technology trends since 2006, providing robust and in-depth insight into tech ownership, internet access, content consumption and the connected home. Each quarter we share our findings with our clients and are delighted to invite you to view or download our report and interactive brochure.
