CELEBRATING 20 YEARS

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Q4 2018

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Areas Covered

Quarterly tracker - trends in internet usage, tech ownership and the connected home

GB face-to-face survey via IpsosMORI capibus

Latest wave quarter 4 2018 (field in November)

Representative sample of c.1000 GB adults ages 15+

Internet usageTablet deepdive Connected home

SummaryTech Tracker tells us that over half of GB adults own a tablet. Whilst ownership has remained stable throughout 2018, it has risen 3 percentage points since Q4 ‘17 and 6 percentage points since Q4 ‘16.

Apple’s iPad is still the market-leader, with 1 in 3 GB adults owning an iPad; a position it has held since non-iPad ownership matched that of the iPad in Q1 2016. Only 4 in 10 15-24’s own a tablet, but they are significantly more likely to own an iPad than a non-iPad tablet – the only age group to show this behaviour.

Adults aged 45-54 are the most likely to own a tablet (71%). Perhaps surprisingly, they are more likely than any other age-group to purchase goods or services via their tablet. They are also more likely to watch videos on their tablet than the majority of other tablet users. However, the likelihood of tablet users playing games and paying to download apps decreases among the older demographic. Among all tablet users, sending and receiving emails is still the most popular activity in Q4 ’18.

The average household in Britain has 1 tablet (0.93). As we might expect, this increases to 1.4 in households with children and decreases to 0.7 in households without children.

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Tablet deepdive

Tablet ownership has remained stable since Q3’16 with Apple’s iPad remaining the most popular brand

0%

20%

40%

60%

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 Q1 '18 Q2 '18 Q3 '18 Q4 '18

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Base: circa 1,000 GB adults aged 15+ per wave

Source: Ipsos MORI

* Brand ownership was not asked between Q2 and Q3 2018

53% Any Tablet

32% iPad

29% Non-iPad TabletQuestion not asked in Q2

or Q3

Use of tablet in the past 3 months

Tablets are used for many activities with reading/sending emails still ranked as the most popular

0%

20%

40%

60%

Q1' 15 Q2' 15 Q3' 15 Q4' 15 Q1' 16 Q2' 16 Q3' 16 Q4' 16 Q1' 17 Q2' 17 Q3' 17 Q4' 17 Q1' 18 Q2' 18 Q3' 18 Q4' 18

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Base: circa 300-500 adults 15+ who own tablets

Source: Ipsos MORI

57% Read or send emails

44% Browse websites for personal interests

43% Watch video clips on sites such as Youtube

42% Online shopping

41% Visit social networking sites

38% Online banking

31% Download apps for free

27% Watch catch-up TV

24% Download/ stream music over the internet

9% Using the internet to make video calls (VOIP)

44%

53%58%

71%

55%

39%

54%51%

71%

52%

43% 41%

15-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE

Adults aged 45-54 are significantly more likely to own a tablet than other age groups

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Base: circa 1,000 GB adults aged 15+ per wave

Source: Ipsos MORISignificantly higher / lower @ 95% confidence level

While those in the AB social grades are significantly more likely than other social grades

15-24s are more likely to own an iPad than non-iPad, with the balance towards non-iPads increasing with age

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Base: circa 1,000 GB adults aged 15+ per wave

Source: Ipsos MORI

iPad Non-iPad Tablet

Whilst ownership of iPads and non-iPads among males is level, females prefer Apple’s iPad

Significantly higher / lower than non-iPad @ 95% confidence level

31%35%

38%41%

31%

20%

30%34%

49%

35%

23%

17%17%

26%28%

44%

29%

18%

29%

24%

30%26%

24%26%

15-24 25-34 35-44 45-54 55-64 65+ Male Female AB C1 C2 DE

Apple dominates the tablet market with over twice the share of its nearest competitor Samsung

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Base: circa 300-500 adults 15+ who own tablets

Source: Ipsos MORI

Around a third of all GB adults own an Apple iPad, with 1 in 7 owning a Samsung, the next most popular brand of tablet. 6 in 10 of all tablets owned are Apple iPads.

32%

14%

7%

3%1% 1% 1% 1% 1%

3%

iPad Samsung AmazonKindle Fire

Tablet

LenovoTablet

NexusTablet

(Google)

Asus Tablet Tesco Hudl MicrosoftSurface

HuaweiTablet

OtherTablet

Of all tablets owned

61%39%

iPad Non-iPadiOS Android

Households with children are significantly more likely to own a tablet than households without children, with the average household with children owner 1.4 tablets

The average number of tablets in GB households is 0.93 with 24% of households owning more than 1 tablet

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Base: circa 1,000 GB adults aged 15+ per wave

Source: Ipsos MORI

28%

14%

9%

1 Tablet 2 Tablets 3+ Tablets

Average tablets per HH

0.7 1.4

ABC1 C2DE1.1 0.7

0.93 Tablets

Significantly higher / lower @ 95% confidence level

Internet usage

A quarter use a mobile internet device such as a Dongle or Mobile Wi-Fi to connect

Over 90% of GB adults have access to the internet anywhere, with 8 in 10 being able to access broadband at home

0%

20%

40%

60%

80%

100%

Q3'10

Q4'10

Q1'11

Q2'11

Q3'11

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

Q1'18

Q2'18

Q3'18

Q4'18

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Base: Circa 1000 GB adults aged 15+ per wave thereafter

Source: Ipsos MORI

* The wording used for measuring ‘internet connection by dongle’ has been updated to ‘internet connection by mobile internet device’ which means earlier data is not strictly comparable and is therefore not shown

91% Internet usage anywhere

82% Broadband at home

75% Connect using Mobile Phone

40% Connect via Tablet

26% *Connect via Mobile Internet Device

Females 89% 98% 98% 97% 99% 90% 67%AB 97% 100% 98% 100% 100% 98% 89%C1 92% 99% 100% 97% 99% 96% 69%C2 91% 100% 100% 100% 97% 91% 63%DE 78% 95% 92% 88% 98% 73% 50%

While internet connectivity among younger demographics is almost ubiquitous, it is lowest among those aged 65+ with a DE social grade

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Source: Ipsos MORI

Base: Q4 ’18 – GB Adults 15+ n=998

All 15-24 25-34 35-44 45-54 55-64 65+Males 92% 99% 99% 98% 95% 91% 74%

AB 96% 100% 98% 100% 100% 99% 88%C1 94% 100% 100% 100% 99% 89% 76%C2 91% 100% 100% 99% 95% 90% 63%DE 84% 98% 97% 92% 86% 82% 54%

75-100%

50-74%

0-49%

Internet Connectivity by demographic

% Use of the internet in the past 3 months

Around two thirds of GB adults use the internet for online shopping, with emails being the most popular online activity

0%

20%

40%

60%

80%

Q3'13

Q4'13

Q1'14

Q2'14

Q3'14

Q4'14

Q1'15

Q2'15

Q4'15

Q1'16

Q2'16

Q3'16

Q4'16

Q1'17

Q2'17

Q3'17

Q4'17

Q1'18

Q2'18

Q3'18

Q4'18

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Source: Ipsos MORI

80% Sending/Reading emails

76% Visit sites for info personal interests

69% Visit sites for info on products thinking of buying

64% Visit sites to buy products online

61% Check bank account/other financial holdings

58% Social networking

37% Download/stream music

31% Download/stream TV

28% Download/stream movies

20% Play video games online

Not asked in Q3 2015

Base: c.1000 per wave GB adults aged 15+

Connected Home

The number of GB adults with a Smart TV in their household is up by 9% pts vs. this time last year, as DVD ownership falls by 6% pts

79%69%

48%23%

56%45%

39%

34%10%

18%16%

53%21%

32%

Personal computer OR LaptopLaptop

DVD playerPersonal video recorder (PVR)

Digital TV via aerial/Freeview/FreesatSatellite/ Cable TV

Smart TV

Games consolesWii/WiiU

PS3/4Xbox360/XboxOne

Tablet computerebook reader

iPad

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Base: circa 1,000 GB adults aged 15+: Quarter 4 2018

Source: Ipsos MORI

Q4'1782%72%

54%29%

52%49%30%

36%14%20%17%

50%21%29%

Which of the following do you own/have in your household?

As ownership of Smart TV’s continues to rise, the popularity of Xbox consoles has seen a significant decrease vs. Q3

0%

10%

20%

30%

40%

50%

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

Q1'18

Q2'18

Q3'18

Q4'18

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Base: circa 1,000 GB adults aged 15+ per wave

Source: Ipsos MORI

39% Smart TV

32% *iPad

18% PlayStation

16% Xbox

10% Wii

* Ownership for iPad was not asked in Q2/3 ’18

*Question not asked in Q2 or Q3

Which of the following do you own/have in your household?

Please contact us if you would like further data

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Ipsos MORI interviewed a quota sample of 1,000 adults aged 15+ in GB.

The latest interviews were carried out face-to-face 26th October – 7th November 2018.

Data is weighted to a nationally representative profile.

A variety of other demographic breakdowns are available, including working status, household composition, ethnicity, income and newspaper readership.

The standard Ipsos MORI terms and conditions apply to this report, as with all studies the company undertakes. No press release or publication of the findings shall be made without the prior approval of Ipsos MORI. Approval will only be withheld on the grounds of inaccuracy or misinterpretation of results. Ipsos MORI reserves the right to amend the Internet Usage Statistics at any time.

If you are interested in adding a question(s) these can be added for a single measure on a single wave or on a tracking basis.

While the Tech Tracker is a multi-client study, results of customised questions would be made available exclusively to you.

Tech tracker technical details

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Hannah Whyte-SmithHannah.Whyte-Smith@ipsos.com

020 8080 6135

Eda KorayEda.Koray@ipsos.com

020 8861 8775

Reece CarpenterReece.Carpenter@ipsos.com

020 861 8136

Pierce KeatingPierce.Keating@ipsos.com

020 8861 4718

For more information

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