TECH TRACKER QUARTERLY RELEASE: Q3 2015

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1 TECH TRACKER QUARTERLY RELEASE: Q3 2015

2 QUARTERLY TRACKER - TRENDS IN INTERNET USAGE, TECH OWNERSHIP AND THE CONNECTED HOME GB FACE TO FACE SURVEY via Ipsos MORI Capibus LATEST WAVE QUARTER (Field in July) REPRESENTATIVE SAMPLE OF c.1000 GB ADULTS AGED 15+ AREAS COVERED Internet usage Connected home Social networking Smartphone ownership Tablet ownership Content consumption Music / games / TV / movies 2

3 HEADLINES Internet usage The proportion of adults accessing the internet remains consistent at 88%, with two-thirds accessing via mobile. The top online activities remain: accessing (79%), browsing for information on hobbies (71%), researching products and services (62%) and online shopping (67%). (31%). Smartphones Smartphone ownership is at 71%. ios penetration has risen since last wave to 37% and has re-gained its lead on Android Reading and sending s (60%) and accessing social networking sites (52%) remain the top smartphone activities. Connected home A quarter of all GB households now have a connected TV while tablet ownership continues to rise with just under half of all GB households having one in their home. Tablets GB household ownership of tablets has declined in the last 6 months from 53% at the beginning of the year to 43% now. Ownership of ipad (24%) and non-ipad (23%) devices remains equal. 37% of GB adults have at least one games console in their household. Ownership of consoles between brands remains almost equal Wii/WiiU (18%), PS3/4 (17%) & Xbox 360/One (19%). Social networking 59% of GB adults access social networking sites, with nearly equal numbers accessing via their PC/Laptop (38%) and Smartphone (37%). Use of Facebook continues to rise slowly and is now at 6 in 10 GB adults in the last three months. 19% have used Twitter, 15% used Google+ and 12% used Instagram. Content consumption While a quarter of GB households continue to buy music on CD, legal paid downloading (20%) and free legal streaming (19%) of music are on a par. Purchased DVD/Blu-ray (24%) continues to be the leading format for movie consumption while the gap between paid for downloads (12%) and unofficial (pirate) downloads of movies (11%) has closed. 3

4 INTERNET USAGE HOW, WHEN, WHERE 4

5 INTERNET USAGE TRENDS % HOW PEOPLE CONNECT TO THE INTERNET 100% 90% Internet usage anywhere 88 80% 70% 60% 50% Broadband at home *Connect using mobile phone % 30% 34 Connect via Tablet 29 20% 10% 0% Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 7 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Connect via Dongle Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 18 Q4 '13 Q1 '14 Q2 '14 Q3' 14 Q4' 14 Q1 '15 Q2 '15 4 Q3' 15 * 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 shown Base: circa 2,000 interviews per wave until Quarter , circa 1000 GB adults aged 15+ per wave thereafter 5

6 WHO IS AND ISN'T ACCESSING THE INTERNET % ACCESSING THE INTERNET BY GENDER AND SOCIAL GRADE IN 2014/2015 All Males 89% 98% 97% 94% 91% 87% 67% Males AB 95% 100% 96% 99% 100% 99% 86% Males C1 95% 98% 100% 100% 99% 92% 76% Males C2 84% 100% 100% 87% 87% 77% 56% Males DE 78% 96% 94% 85% 76% 69% 39% Females 85% 98% 97% 97% 96% 81% 55% Females AB 96% 100% 99% 98% 100% 97% 86% Females C1 88% 99% 100% 100% 98% 92% 58% Females C2 85% 97% 98% 98% 96% 77% 46% Females DE 71% 98% 92% 91% 86% 50% 28% 0-49% 50-79% % Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

7 CHANGING WAYS THE INTERNET IS USED % USE OF THE INTERNET IN THE PAST 3 MONTHS 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 79% s 71% Visit sites for info on personal interests 67% Visit sites for info on products thinking of buying 62% Visit sites to buy products online 54% Check bank account/other financial holdings 53% Social networking 33% Download/stream music 33% Download/stream TV 23% Download/stream movies 16% Play video games online 0% Q2 '12 Not asked in Q Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Base: circa 2,000 interviews per wave until Quarter , circa 1,000 GB adults aged 15+ per wave thereafter Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 7

8 CONNECTED HOME 8

9 DEVICES IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD? Q3 '14 Personal computer OR Laptop Laptop 71% 82% % 74% 62% DVD player Personal video recorder (PVR) Blu-ray player (excl. PS3) 11% 34% 58% 59% 30% 10% Digital TV via aerial/freeview/freesat Satellite/ Cable TV TV with internet built in 3D TV 6% 24% 54% 51% 48% 52% 14% 5% Games consoles Wii/WiiU PS3/4 Xbox360/XboxOne 18% 17% 19% 37% 37% 16% 15% 18% Tablet computer ebook reader ipad 19% 24% 43% 37% 18% 22% Base: circa 1,000 GB adults aged 15+ 9

10 TRENDS IN DEVICE OWNERSHIP IN THE HOME WHICH OF THE FOLLOWING DO YOU OWN/HAVE IN YOUR HOUSEHOLD? 35% 30% ipad WWW Internet TV 3D 25% 24 20% 15% % % 4 6 0% Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Base: circa 1,000 GB adults aged 15+ per wave 10

11 SOCIAL NETWORKING 11

12 TRENDS IN VISITING SOCIAL NETWORKING SITES % VISITING SOCIAL NETWORKING SITES 70% 60% Any device (inc. computers) 59 50% 40% 30% 20% Smartphone Tablet NON IPAD PC/Laptop % 0% 2 Connected TV* 1 1 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 Connected TV* - Games consoles, web enabled TVs and PCs connected to a TV Base: circa 1,000 GB adults aged 15+ per wave 12

13 TRENDS IN SOCIAL NETWORKING SITES VISITED % VISITED IN LAST 3 MONTHS 70% 60% 58 50% 49 40% 30% 20% 10% 0% Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Base: circa 1,000 GB adults aged 15+ per wave 13

14 PROFILE OF FACEBOOK USERS ALL ADULTS 49% 51% Male Female % 17% 16% 17% 35% The profile of Facebook users is relatively young compared to the GB adult population, with 46% of users aged % 27% 22% 25% 71% 43% AB C1 C2 DE Own Smartphone Own Tablet Smartphone and Tablet ownership is also higher amongst Facebook users with nearly nine in ten owning a smartphone and half owning a tablet. Base: circa GB adults (1,000) / All visiting / using Facebook in last 3 months (554) Q

15 Social Networking Facebook % ACCESSING FACEBOOK IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE All Males 54% 82% 74% 65% 45% 43% 20% Males AB 56% 93% 81% 72% 53% 48% 29% Males C1 62% 81% 83% 80% 52% 42% 23% Males C2 50% 85% 75% 47% 35% 52% 13% Males DE 47% 74% 61% 55% 38% 27% 12% Females 56% 87% 77% 72% 59% 39% 19% Females AB 57% 85% 86% 80% 55% 41% 29% Females C1 60% 90% 78% 77% 66% 42% 22% Females C2 58% 82% 76% 70% 62% 39% 16% Females DE 51% 89% 72% 59% 54% 32% 9% 0-24% 25-49% % Colours for % bands have been changed in Q Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

16 PROFILE OF GOOGLE+ USERS ALL ADULTS 49% 51% Male Female % 17% 16% 17% 35% 27% 27% 22% 25% AB C1 C2 DE Google+ users are equally split among males and females and have a younger profile than the GB adult population. Smartphone ownership is 89% amongst Google+ users while over half own a tablet device. 71% 43% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Google+ in last 3 months (153) Q

17 Social Networking Google+ % ACCESSING GOOGLE+ IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE All Males 17% 27% 22% 26% 12% 14% 6% Males AB 19% 30% 26% 32% 16% 19% 5% Males C1 21% 27% 30% 31% 7% 15% 13% Males C2 15% 30% 14% 17% 15% 11% 4% Males DE 14% 21% 21% 16% 11% 5% 3% Females 14% 20% 24% 15% 16% 10% 4% Females AB 15% 14% 41% 15% 14% 11% 8% Females C1 13% 19% 22% 11% 15% 9% 4% Females C2 15% 24% 12% 17% 24% 15% 4% Females DE 13% 20% 25% 16% 13% 7% 1% 0-24% 25-49% % Colours for % bands have been changed in Q Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

18 PROFILE OF TWITTER USERS ALL ADULTS 49% 51% Male Female % 17% 16% 17% 35% Over three quarters of Twitter users are aged under % 27% 22% 25% AB C1 C2 DE As the preferred mode of access, it is not surprising to see near universal Smartphone ownership. 71% 43% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Twitter in last 3 months (159) Q

19 Social Networking Twitter % ACCESSING TWITTER IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE All Males 20% 37% 27% 28% 17% 10% 4% Males AB 26% 44% 42% 41% 30% 16% 7% Males C1 25% 37% 40% 37% 18% 12% 3% Males C2 14% 36% 17% 16% 10% 2% 3% Males DE 13% 33% 16% 8% 7% 3% 0% Females 16% 40% 22% 19% 12% 7% 2% Females AB 20% 61% 41% 24% 13% 10% 4% Females C1 20% 49% 27% 25% 15% 6% 2% Females C2 16% 33% 23% 19% 10% 8% 0% Females DE 8% 26% 8% 5% 7% 2% 0% 0-24% 25-49% % Colours for % bands have been changed in Q Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

20 PROFILE OF LINKEDIN USERS ALL ADULTS 49% 51% Male Female % 17% 16% 17% 35% 27% 27% 22% 25% AB C1 C2 DE LinkedIn is a more specific social network: it is highest amongst those aged and more than half are social grade AB. Consequently, Tablet ownership is nearly double the GB adult population average. 71% 43% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using LinkedIn in last 3 months (89) Q

21 Social Networking LinkedIn % ACCESSING LINKEDIN IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE All Males 15% 10% 20% 21% 18% 17% 4% Males AB 27% 13% 49% 41% 32% 29% 7% Males C1 17% 10% 23% 23% 23% 21% 5% Males C2 5% 7% 7% 0% 7% 5% 2% Males DE 7% 13% 14% 2% 5% 2% 0% Females 9% 11% 10% 16% 11% 8% 2% Females AB 18% 13% 30% 28% 19% 15% 6% Females C1 11% 15% 10% 22% 14% 11% 1% Females C2 4% 9% 7% 5% 3% 1% 0% Females DE 2% 8% 2% 0% 2% 0% 0% 0-24% 25-49% % Colours for % bands have been changed in Q Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

22 PROFILE OF INSTAGRAM USERS ALL ADULTS 49% 51% Male Female % 17% 16% 17% 35% Almost half of all Instagram users are aged 15-24, with nearly 7 in 10 being ABC1. 27% 27% 22% 25% AB C1 C2 DE Instagram s functionality leans itself to almost universal Smartphone ownership amongst users. 71% 43% Own Smartphone Own Tablet Base: circa GB adults (1,000) / All visiting / using Instagram in last 3 months (123) Q

23 Social Networking Instagram % ACCESSING INSTAGRAM IN THE PAST 3 MONTHS, BY GENDER AND SOCIAL GRADE All Males 12% 33% 23% 13% 3% 3% 0% Males AB 13% 33% 34% 21% 4% 5% 1% Males C1 15% 38% 25% 15% 1% 5% 0% Males C2 10% 31% 16% 4% 4% 0% 0% Males DE 12% 28% 23% 4% 3% 0% 0% Females 14% 46% 25% 8% 7% 2% 1% Females AB 15% 64% 35% 10% 9% 3% 3% Females C1 16% 54% 28% 11% 6% 2% 1% Females C2 14% 39% 25% 5% 12% 2% 0% Females DE 10% 35% 15% 3% 2% 0% 0% 0-24% 25-49% % Colours for % bands have been changed in Q Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

24 WEBSITES VISITED OR USED IN THE LAST 3 MONTHS % VISITED IN LAST 3 MONTHS Base: circa 1,000 GB adults aged 15+: Q Base: 848 GB online adults aged 15+: Q

25 SMARTPHONE OWNERSHIP 25

26 GROWTH IN SMARTPHONES % OWNERSHIP by MANUFACTURER 80% 70% Any Smartphone (net) 71 60% 50% 40% 30% 20% 10% 0% Windows 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 ' Base: circa 1,000 GB adults aged 15+ per wave 26

27 WHO OWNS A SMARTPHONE % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE All Males 71% 92% 91% 89% 73% 62% 25% Males AB 76% 100% 100% 98% 84% 76% 35% Males C1 76% 91% 95% 96% 73% 66% 23% Males C2 66% 92% 89% 74% 77% 52% 20% Males DE 63% 89% 82% 78% 55% 39% 16% Females 67% 92% 92% 87% 77% 51% 21% Females AB 72% 94% 95% 91% 86% 62% 31% Females C1 72% 96% 95% 92% 86% 56% 25% Females C2 65% 81% 93% 85% 68% 46% 13% Females DE 58% 92% 87% 78% 55% 36% 11% 0-49% 50-69% % Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

28 CHANGING WAYS SMARTPHONE IS USED % USE OF SMARTPHONE IN THE PAST 3 MONTHS 70% 60% 60% Read or send s 52% Visit social networking sites 50% 42% Browse websites for personal interests 40% 39% Download apps for free 38% Online banking 30% 35% Watch video clips on sites such as YouTube 34% Online shopping 20% 24% Download/ stream music over the internet 10% 20% Use instant messaging services such as BBM 14% Watch catch-up TV 0% Q3' 13 Q4' 13 Q1' 14 Q2' 14 Q3' 14 Q4' 14 Q1' 15 Q2' 15 Q3' 15 Base: circa smartphone owners per wave 28

29 TABLET OWNERSHIP 29

30 GROWTH IN TABLETS % OWN A TABLET IN THE HOUSEHOLD 60% 50% Any Tablet NON IPAD 40% ipad 43 30% 20% 10% Tablet (non ipad) NON IPAD % Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14 Q4 '14 Q1 '15 Q2 '15 Q3 '15 Base: circa 1,000 GB adults aged 15+ per wave 30

31 WHO OWNS A TABLET % OWN A TABLET BY GENDER AND SOCIAL GRADE ACROSS All Males 45% 46% 48% 58% 48% 46% 30% Males AB 60% 68% 66% 76% 64% 58% 42% Males C1 51% 44% 56% 60% 54% 56% 39% Males C2 39% 48% 46% 52% 35% 32% 23% Males DE 28% 33% 30% 34% 32% 23% 11% Females 44% 43% 49% 54% 55% 44% 25% Females AB 56% 54% 62% 61% 64% 54% 42% Females C1 48% 56% 54% 56% 55% 49% 26% Females C2 39% 33% 49% 46% 46% 43% 21% Females DE 31% 31% 37% 47% 46% 25% 11% 0-24% 25-49% % Base: circa 4,000 GB adults aged 15+: Q Q1/ Q2/ Q

32 CHANGING WAYS TABLET IS USED % USE OF TABLET IN THE PAST 3 MONTHS 70% 60% 50% 40% 30% 20% 10% 61% Read or send s 49% Online shopping 48% Visit social networking sites 45% Browse websites for personal interests 42% Watch video clips on sites such as YouTube 39% Online banking 32% Download apps for free 21% Watch catch-up TV 21% Download/ stream music over the internet 11% Use the internet to make video calls (VOIP) 0% Q1' 14 Q2' 14 Q3' 14 Q4' 14 Q1' 15 Q2' 15 Q3' 15 Base: circa adults 15+ who own tablets 32

33 CONTENT CONSUMPTION MUSIC / GAMES / TV / MOVIES 33

34 HOW WE CONSUME MUSIC MUSIC CONSUMPTION 40% 35% 33 30% Bought CD 25% % Any digital Paid for legal download % Used free legal streaming 10% 10 5% 7 4 Unofficial digital (pirate) 0% Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q3 '13 Q1 '14 Q3 '14 Q1 '15 Q3 '15 Base: circa 1,000 GB adults aged 15+ per wave / Music consumption is tracked every 6 months 34

35 HOW WE CONSUME GAMES FOR CONSOLES GAMES CONSUMPTION 25% 20% 21 Bought a game on a disc for console 15% 10% 5% 5 Paid to download a game direct to console % Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q4 '13 Q2 '14 Q4 '14 Q2 '15 Base: circa 1,000 GB adults aged 15+ per wave / Games consumption is tracked every 6 months 35

36 HOW WE ACCESS MOVIES MOVIE CONSUMPTION 35% 30% 30 Bought DVD/Blu-ray 25% 24 20% Any digital 19 15% 10% Paid official digital (DTO/VOD) % 5 Unofficial digital (pirate) 0% Q3 '12 Q1 '13 Q3 '13 Q1 '14 Q3 '14 Q1 '15 Q3 '15 Base: circa 1,000 GB adults aged 15+ per wave / Movie consumption is tracked every 6 months 36

37 HOW WE ACCESS TV SERIES TV SERIES CONSUMPTION 40% 35% 30% 32 Catch-up TV 33 25% ANY Any digital 20% 15% 10% 5% Bought DVD/Blu-ray OFFICIAL Official digital Unofficial digital (pirate) % Q4 '12 Q2 '13 Q4 '13 Q1 '14 Q2 '14 Q4 '14 Q2 '15 Base: circa 1,000 GB adults aged 15+ per wave / TV consumption is tracked every 6 months 37

38 TECH TRACKER TECHNICAL DETAILS Ipsos MORI interviewed a quota sample of 1006 adults aged 15+ in GB. The latest interviews were carried out face to face 10 th 17 th July 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. 38

39 FURTHER INFORMATION For more information please contact: Sabrina Sherman e: Ipsos MORI 3 Thomas More Square London E1W 1YW t: +44 (0) FURTHER INFORMATION For more information please contact: Eda Koray e: Eda.Koray@ipsos.com Ipsos MORI Kings House, Kymberley Road Harrow HA1 1PT t: +44 (0) About Ipsos Connect Ipsos Connect is a global specialized business to co-ordinate Ipsos services in the domains of Brand Communications, Advertising and Media. Ipsos Connect amalgamates the legacy brands of Ipsos ASI and Ipsos MediaCT. As the world of brand communications, advertising and media become increasingly complex, fragmented and digitalized, Ipsos is helping clients better embrace this modern complexity with investment in new approaches and products that will fit with the digital age. Ipsos Connect aims to be the preferred global partner for companies to measure and amplify how media, brands and consumers connect through compelling content, great communication and relevant media planning. Ipsos Connect is a specialist division within Ipsos, one of the world s largest market research agencies. Ipsos has offices in 87 countries, generating global revenues of 1.669,5 million (2 218,4M$) in Ipsos Connect 2015