Harris PixelLife research report on every major activity on every popular screen device smartphone-pc-laptop-tablet-hybrids-console-television
20 January 2015 about Harris PixelLife we spend a huge and ever increasing amount of our working and leisure time staring at screens Harris PixelLife is an ambitious research study that attempts to look at every major type of screen and every major type of usage in the UK today the findings are based on a nationally representative survey of 2,973 respondents aged 16-64 do you want more? see pages 22 for details about how we can tailor our data specifically for your own needs, including details of how to contact us contents about Harris Interactive methodology executive summary detailed results device ownership activities activities by screen services used for all activities time volumetric share for activity on smartphone and tablet satisfaction overview satisfaction with individual activities satisfaction with desktop PC usage satisfaction with laptop/netbook usage satisfaction with tablet usage satisfaction with laptop/tablet hybrid usage satisfaction with smartphone usage satisfaction with games console usage satisfaction with smart TV appendix: device summaries appendix: individual activity summaries
3 screen/device types covered in depth in the study desktop PC laptop/netbook tablet hybrid tablet/laptop smartphone (via) games console smart TV
4 methodology UK online survey 2,973 interviews 25-minute survey average fieldwork 17 Sep – 2 Oct 2014 click me the Harris PixelLife study results 16-64s interviewed with quotas disclosed in this report may not be set by demographics used for advertising, marketing, or promotional purposes without the sample weighted to be representative prior written consent of Harris Interactive of UK online demographics products and brand names are trademarks or registered trademarks of their respective owners
5 why we created PixelLife We created PixelLife because we believe it is unique. While there are many studies on devices and many clients research satisfaction on their services on different devices, we believe this is the first study to attempt to look at everything. For more about PixelLife, please get By ‘everything’ we mean every major activity undertaken on every in touch with your usual Harris Interactive contact, or alternatively kind of screen available today – and this is a hugely ambitious any one of the following: undertaking. Given we spend a huge amount of time looking at steve evans – research director screens nowadays, PixelLife should be of interest to anyone [email protected] 07849 172 341 interested in the choices people make in front of them. denholm scotford – business development [email protected] 07989 388 164 In the same way that major marketing tools and trackers look at pete cooke – sector head the profile and holistic media habits of the nation, PixelLife [email protected] 07989 387 093
attempts to do the same thing with screen-time. www.harrisinteractive.co.uk But we go further by not only understanding what people do and who they are, but also to appreciate how satisfied they are when doing it. PixelLife covers the what, who and satisfaction elements in equal measure.
6 how PixelLife can add insights Let’s imagine a company: say a video streaming brand. How can they use PixelLife? We understand the incidence of video streaming in the nation, profiling its users and non-users and understanding how streaming use differs by screen/device. We can measure user satisfaction and benchmark it against the client’s For more about PixelLife, please get competitors. Now, this kind of insight is most likely covered by existing research in touch with your usual Harris undertaken by most brands, so let’s look at how PixelLife can add insights not Interactive contact, or alternatively already covered by a typical research portfolio: any one of the following: steve evans – research director While the brand may have usage and satisfaction benchmarks against other streaming providers, the [email protected] 07849 172 341 “everything” facet of PixelLife provides benchmarks for all other major activities on all available devices. denholm scotford – business development While the brand may be happy that they enjoy a superior benchmark to their direct streaming [email protected] 07989 388 164 competitors, PixelLife can show how services offered outside the streaming sector are superior still. Follow-up research opportunities resulting from PixelLife can then answer why this is the case, what are pete cooke – sector head its drivers and help the brand achieve an even greater advantage over its direct competition. [email protected] 07989 387 093 Streaming is just one screen activity out of many different things we do with our devices nowadays. The “everything” nature of PixelLife means that this brand can understand precisely how individual users and www.harrisinteractive.co.uk segments of users spend the rest of their time when not streaming its service. For example, what other entertainment services they use, what services they use to communicate with friends and family, where they shop online, what are their interests manifested by what they stare at on-screen, and so on and so on. In PixelLife we attempt to look at every major activity, everything from being online dating to online banking and a whole lot more. Understanding how users and groups of users spend their time in the long daily hours spent in front of a screen provides a complete profile of the kind of people the brand should be interested in. In summary, when we say “everything”, we mean it. Any brand wanting to know more about its audience in all the hours spent in front of a screen should find PixelLife a treasure trove of insights.
7 overview of what data was collected
basic demographics and technology adoption curve segment device ownership (extended list over-and-above the main screen devices) brand of device owned (e.g. iPhone for smartphone etc.) likelihood to purchase devices (extended) in the next 6 months incidence of ever currently doing any of the 28 activities time volumetrics for smartphone and tablet device usage PLUS, per each of 25 specific activities . usage frequency of activity by each screen/device owned (including lapsed and never) . satisfaction with activity by each screen/device owned (if used on device) . brands/services used (e.g. Netflix for streaming etc.) – but not device specific . main brand/service used currently – not device specific . satisfaction with main brand/service used by each screen/device (if used on device)
8 detailed incidence and brands satisfaction ACTIVITY COVERAGE IN THIS REPORT PARAPHRASED AS... user profile? used? scores? browsing the Internet browse internet using online search engines search watching films streamed over the Internet stream films watching TV shows streamed over the Internet stream TV shows using YouTube YouTube watching films/shows using a paid TV subscription service (e.g. Sky, Virgin Media, BT TV etc.) watch paid TV sub listening to music streamed over the Internet stream music using work, office or productivity software work/office using music or video creation software or applications music/video create using photo/image storage and editing services or applications photo storage/edit using cloud-storage services to save your personal files online (except photos) cloud storage sending/receiving emails (both work/study and personal) email using an instant message application/service instant message making video calls over the Internet video calls using facebook facebook using twitter twitter using gambling sites, software or applications online gambling playing video games video gaming using security/anti-virus software security/antivirus using online dating services or applications online dating using online shopping services online shopping online banking online banking read eBooks read eBooks using navigation/travel/map/location-based services or applications maps/navigation using health and fitness applications on a smartphone or games console health/fitness app using news sites or applications (including news feeds) news using news or sports applications to check sports news/scores sports news using online coupon/deal/discount services coupons/deals 9 whether or not an activity was asked about on this device we needed to take into account
PC laptop tablet hybrid smart- console smart that not every activity is feasible phone TV on every kind of screen/device browse internet search – for example office or work stream films activities on a games console stream TV shows YouTube the table on the left shows watch paid TV sub stream music what activities were suppressed work/office per screen/device. music/video create photo storage/edit plus, of course, only those were cloud storage email asked about if the respondent instant message indicated that they actually did video calls the activity at the beginning of facebook twitter the survey online gambling video gaming security/antivirus online dating online shopping online banking read eBooks maps/navigation health/fitness app
10 executive summary PixelLife executive summary We own more devices than ever before and this means our eyes are in front of screens for an extraordinary amount of time, for work and leisure In the first chapter of the report we look at When we look at device ownership by age we device ownership, ownership crossover and can see home printers and desktop PCs ownership by demographics being oldest in terms of average owner age driven by replacement behaviours on mobile and tablet
12 PixelLife executive summary
The aim of PixelLife is to get an understanding of how we use our screens and devices To this end we measured 28 activities (25 of which we cover in great detail) Shown left is how our activity differs by tablet and smartphone – you can see how much more we are into video streaming on the larger screen tablet than we are on smartphone, for example Such information is provided for all the other screens/devices
13 PixelLife executive summary
We asked all smartphone owners to account for the time they spend on their device, excluding calls We can see large chunks of time devoted to browsing/search, email, facebook, messaging and YouTube Such activities, as well as all the other less common activities, just go to show how much we make of our mobile devices nowadays An equivalent analysis is shown for tablet usage in the main body of this report
14 PixelLife executive summary
As we get older we can see that we are disproportionately more reliant on our smartphones for more everyday and traditional usages like email and surfing Younger people, on the other hand, spend proportionately more of their smartphone time on social media, messaging and streaming video An equivalent analysis is shown for tablet usage in the main body of this report
15 PixelLife executive summary
We go further still in PixelLife by taking each of the broad activities, measuring usage frequency and then deeper still by ascertaining which brands/services are used for each activity by device As an example, the graph below shows which services are used for streaming TV shows (in general, not device specific)
Such information is provided for all the other 27 activities included in PixelLife – see the chapter “Services used for all activities” for all of this information
16 PixelLife executive summary
Usage is interesting but we also wanted to cover satisfaction in PixelLife – we want to find out how happy we are with using our different screens and devices streaming TV shows Shown right are the satisfaction ratings for streaming TV shows by device We can see we are fairly happy across all screens, but it dips for smartphone, driven by the size of the screen We have such broad satisfaction information for all 28 activities in PixelLife – see chapter “Satisfaction with individual activities” in the main report that follows this executive summary
17 PixelLife executive summary
email 8.6 browse internet 8.7 browse internet 8.6 search 8.7 online banking 8.6 email 8.7 search 8.5 security/antivirus 8.6 security/antivirus 8.5 online banking 8.5 online shopping 8.5 online shopping 8.5 work/office 8.4 laptop work/office 8.3 YouTube facebook desktop 8.3 8.3 instant message 8.2 YouTube 8.2 watch paid TV sub 8.2 instant message 8.2 facebook 8.1 stream TV shows 8.1 As an overview, here stream TV shows 8.1 watch paid TV sub 8.1 stream music 8.1 stream music 8.1 are the user satisfaction photo storage/edit 8.1 cloud storage 8.1 video gaming 8.0 stream films 8.1 ratings for 4 of the 7 cloud storage 8.0 maps/navigation 8.0 maps/navigation 8.0 photo storage/edit 8.0 devices covered in online gambling 8.0 twitter 8.0 stream films 8.0 video calls 8.0 video calls 7.9 video gaming 7.9 PixelLife (ratings out of twitter 7.8 online gambling 7.9 music/video create 7.8 music/video create 7.6 10.0 scale) online dating 7.6 online dating 7.6 read eBooks 7.2 read eBooks 7.5 Rich detail is provided instant message 8.5 search 8.4 online banking 8.3 browse internet 8.4 on all activities per search 8.3 email 8.3 email 8.2 instant message 8.2 device in the main facebook 8.1 security/antivirus 8.2 browse internet 8.1 online banking body of the report,
tablet 8.2 twitter 8.0 read eBooks 8.2 stream music 8.0 YouTube 8.1 including the 3 other cloud storage 8.0 facebook 8.1 YouTube 8.0 online shopping 8.1 devices not shown here watch paid TV sub 8.0 watch paid TV sub 8.1 health/fitness 8.0 stream TV shows 8.1 smartphone photo storage/edit 8.0 maps/navigation 8.0 stream music 8.0 video calls 7.9 video gaming 8.0 security/antivirus 7.9 photo storage/edit 8.0 online shopping 7.9 twitter 7.9 video gaming 7.8 stream films 7.9 stream TV shows 7.8 cloud storage 7.9 stream films 7.7 video calls 7.8 online gambling 7.7 maps/navigation 7.8 read eBooks 7.6 online gambling 7.6 music/video create 7.5 music/video create 7.5 online dating 7.4 work/office 7.5 work/office 7.4 online dating 7.5
18 PixelLife executive summary
Broad satisfaction scores are interesting but we go further still in PixelLife to show with specific services by activity by device – literally hundreds of service-device level scores were collected As an example, below we show user satisfaction ratings by screen/device for two of the most popular services: BBC iPlayer As you can see, we are satisfied and Microsoft Office (out of 10.0) with iPlayer across all screens and devices – it dips for smartphone driven by its smaller screen, but satisfaction remains high. 8.7 8.6 8.7 8.6 For Office, we can see that the 8.4 8.4 8.5 lack of a keyboard/mouse on 8.3 8.2 8.0 tablet and smartphone hold back 7.7 our satisfaction – we can see this clearly as the hybrid tablet/laptop 7.4 is way ahead of the tablet alone. It highlights that even the same service can be rated substantially differently depending on the type of screen and device from which it desktop laptop tablet hybrid smart- console smart desktop laptop tablet hybrid smart- is accessed. phone TV phone In the appendix you can find all the hundreds of services we tested across all relevant screens and devices.
19 PixelLife executive summary
iMessage on Smartphone (111) 9.2 RBS on Smartphone (51) 9.2 RBS on Laptop (56) 9.1 As mentioned before, literally hundreds of Nationwide on Tablet (51) 9.1 satisfaction by activity by screen/device scores Instagram on Smartphone (69) 9.1 were collected (all shown in the main report) Whatsapp on Smartphone (359) 9.1 gmail on Desktop (280) 9.0 Shown left are the top 25 satisfaction scores Windows Mail on Laptop (60) 9.0 Safari on Laptop (110) 9.0 measured in PixelLife (among those services by Kaspersky on Desktop (83) 9.0 screen with a base size of 50+) gmail on Laptop (413) 9.0 gmail on Hybrid (128) 8.9 As you can see there is no single device that Nationwide on Laptop (117) 8.9 Google on Laptop (1,702) 8.9 dominates the top 25 – there is a spread of Lloyds on Laptop (205) 8.9 smartphone, tablet, laptop and desktop usages Sky Go (TV shows) on Desktop (53) 8.9 all in this top list Microsoft Office 365 on Desktop (65) 8.8 Hotmail on Laptop (582) 8.8 It demonstrates that, put simply, some services Sky on Smart TV (720) 8.8 eBay on Laptop (299) 8.8 work better than others depending on the Amazon on Desktop (695) 8.8 screen from which it is accessed and it highlights Netflix (TV shows) on Tablet (122) 8.8 the need to tweak the user interface to fit the Chrome on Hybrid (259) 8.8 Amazon on Laptop (970) 8.8 strengths of the device in front of our eyes Norton/Symantec on Desktop (156) 8.8
20 PixelLife executive summary As you may have gathered, PixelLife is a very ambitious study – it attempts to cover our usage of screens in a highly granular way
It has benchmarking at its heart For more about PixelLife, please get in touch with your usual Harris Interactive contact, or alternatively If you would like more information on how your brand any one of the following: or sector fares, then please do not hesitate to get in steve evans – research director touch with us [email protected] 07849 172 341 denholm scotford – business development We are seeking partners to run PixelLife [email protected] 07989 388 164 either as a syndicated tracker or run as pete cooke – sector head bespoke, private studies in any number of [email protected] 07989 387 093 markets – get in touch with us if either of www.harrisinteractive.co.uk these interest you There is also scope to ask all the necessary follow-up questions to understand more about the drivers and barriers of usage and satisfaction for your particular product, service or category – get in touch with us and we can explore what will work best for you (see contact details on the right) 21 Do you need more on your brand or sector? As well as seeking partners to conduct future waves of PixelLife, we can also provide more tailored insights on this existing study Here are some examples of what we can deliver for you… For more about PixelLife, please get A full report, equivalent to the one you are reading, that is in touch with your usual Harris filtered on your brand’s users and competitors’ users Interactive contact, or alternatively fee starts from £8,000 excluding VAT any one of the following: steve evans – research director Specific tailored charts/tables of insight filtered as required [email protected] 07849 172 341 denholm scotford – business development fee starts from £3,000 excluding VAT [email protected] 07989 388 164 pete cooke – sector head You will see in the report that we have data by device [email protected] 07989 387 093 category in all areas (e.g. by smartphone, by laptop etc.), but we also have in the dataset the brand of device used (e.g. www.harrisinteractive.co.uk iPhone, Galaxy S3 etc. for smartphone, and equivalents for all other devices) – so if you would like the report further broken down* by individual device brands for your sector, then this too can be provided for a fee fee starts from £4,000 excluding VAT
*we would share individual device brand base sizes with you to appreciate what can be reported with confidence
all prices shown are ballparks – if you discuss your needs with us, then we will provide a quotation for the work undertaken
22 the full report device ownership % own and use device laptop/netbook 61% smartphone 61% ownership home printer 59% UK market, 16-64 games console 55% desktop PC 45% We own more connected devices tablet 44% than ever before and our screen dedicated eBook reader 24% time has increased accordingly. laptop/tablet hybrid 22% Now a majority own a smartphone handheld games console 17% or a game console, and tablets are heading the same way as well. networked TV set-top box 17% smart TV 11% Overleaf you can see the high crossover ownership across all of these devices and later in this none of the above 2% chapter we look at ownership and demographics. smartphone AND tablet 34% tablet OR hybrid tablet 53% laptop OR hybrid laptop 73% smart TV OR networked STB 23%
S1: Which of the following device do you currently own and use? Base: all respondents, including unqualified (4,634) 25 ownership crossover UK market, 16-64
desktop laptop/ hybrid smart games h/held eBook smart network home tablet PC netbook lap/tab phone console console reader TV STB printer
base size 2,387 3,270 2,312 974 3,435 2,223 1,101 1,182 1,140 982 3,123
desktop PC 100% 44% 48% 39% 46% 51% 58% 55% 54% 60% 58% laptop/netbook 60% 100% 67% 47% 67% 68% 77% 74% 67% 70% 70% tablet 47% 48% 100% 58% 56% 53% 63% 61% 67% 66% 49% lap/tablet hybrid 19% 17% 29% 100% 26% 26% 30% 25% 37% 35% 21% smartphone 62% 67% 77% 73% 100% 73% 76% 72% 78% 81% 63% games console 62% 61% 66% 64% 66% 100% 89% 67% 71% 74% 60% handheld console 22% 21% 24% 24% 21% 28% 100% 28% 30% 32% 20% eBook reader 29% 29% 33% 28% 29% 29% 39% 100% 33% 34% 31% smart TV 13% 12% 17% 18% 14% 14% 19% 15% 100% 25% 13% network STB 22% 19% 25% 27% 22% 22% 31% 23% 38% 100% 20% home printer 76% 67% 66% 56% 62% 64% 71% 77% 69% 72% 100% how to read the table: among those who own a desktop PC (see 2nd column), 60% also own a laptop/netbook and 47% also own a tablet
S1: Which of the following device do you currently own and use? Base: all respondents, including unqualified (4,634) 26 device ownership male female gender distribution network STB 60% 40% owners, 16-64 smart TV 58% 42% Most screens/devices show a fairly even desktop PC 56% 44% gender distribution for ownership, but we can see clearly that networked set- games console top-boxes for streaming video and 55% 45% smart TVs are biased towards males. smartphone 51% 49% eBook readers and handheld games consoles, on the other hand, show lap/tablet hybrid 50% 50% more of a female bias. tablet 49% 51% Interesting to see that the desktop PC, its market share having been eroded by laptop/netbook 48% 52% tablets and other devices, shows a slight male bias whereas the laptop is more home printer 48% 52% evenly distributed. handheld console 44% 56% eBook reader 43% 57%
S1: Which of the following device do you currently own and use? Base: owners of each device 27 device 16-24 25-34 35-44 45-54 55-64 ownership age handheld console 28% 27% 23% 17% 6% average owner age 34.2 distribution games console 24% 25% 24% 18% 9% 35.8 owners, 16-64
smartphone 23% 25% 24% 18% 10% 36.3 Gaming devices show the youngest average owner age, lap/tablet hybrid 21% 26% 22% 22% 9% 36.8 with desktop PCs and printers the oldest. network STB 18% 25% 26% 19% 12% 37.8 The latter not surprising given the smart TV 14% 32% 24% 16% 14% prevalence of smartphones and 37.9 tablets doing away with the need for printers for most occasions. tablet 18% 24% 24% 19% 15% 38.4 Why print when, for most people, a screen is readily to hand? We’ll laptop/netbook 19% 21% 22% 20% 18% 39.4 also see later in the report the popularity of cloud-based services eBook reader 15% 19% 23% 23% 20% 41.0 to store all our important data.
desktop PC 15% 19% 22% 23% 21% 41.1
home printer 14% 16% 22% 24% 24% 42.3
S1: Which of the following device do you currently own and use? Base: owners of each device 28 activities
29 % yes, do this on any screen/device (any frequency) browse internet 97% do email 95% search 94% currently online shopping 89% security/antivirus 80% UK qualified, 16-64 online banking 80% YouTube 80% facebook 76% We tried to capture as rich and varied a list of news site/feed apps 66% behaviours as possible in this study. Everything maps/navigation 66% from plain browsing to online dating. stream music 56% online coupon/deals 56% Half of the 28 behaviours listed are done by video gaming 54% the majority of device owners. Everyday stream TV shows 52% actions like browsing, email and search are instant message 48% universal, as you’d expect. But around half of sports news apps 48% us are also streaming TV shows, playing video work/office 46% photo storage/edit 46% games and taking advantage of deals online. watch paid TV sub 46% With such broad usage, no wonder we seem stream films 42% ever more reliant on the screens in front of us. twitter 37% read eBooks 37% The next few pages of this report breakdown all of this, video calls 35% looking more deeply into demographics and frequency. cloud storage 34% online gambling 29% music/video create 26% health/fitness apps 25% online dating 16%
B1: Please read carefully and tick the ones below you do currently. Base: all qualified respondents (2,973) 30 activity crossover (do currently) UK qualified, 16-64
TV You paid video face- gam- health browse search films shows Tube TV music work create photo cloud email IM call book twitter ble game secure date shop bank eBook maps fit news sport deals base size 2,895 2,833 1,346 1,654 2,405 1,504 1,746 1,516 867 1,446 1,117 2,835 1,567 1,158 2,277 1,199 907 1,610 2,480 526 2,690 2,440 1,178 2,072 827 2,031 1,488 1,725 browse 100% 98% 97% 98% 98% 98% 98% 98% 96% 98% 97% 98% 98% 97% 98% 97% 96% 98% 98% 94% 98% 97% 97% 98% 96% 98% 97% 98% search 95% 100% 95% 97% 96% 97% 96% 97% 95% 96% 97% 96% 96% 95% 94% 96% 94% 96% 97% 93% 96% 95% 96% 97% 95% 96% 96% 97% films 42% 42% 100% 69% 49% 61% 61% 55% 72% 58% 63% 42% 59% 62% 47% 61% 61% 57% 43% 73% 43% 44% 54% 50% 71% 50% 53% 50% TV shows 53% 53% 87% 100% 61% 68% 70% 65% 75% 65% 70% 53% 68% 71% 56% 69% 69% 67% 55% 73% 55% 55% 64% 61% 75% 62% 63% 61% YouTube 81% 82% 94% 94% 100% 90% 94% 89% 95% 90% 89% 81% 91% 90% 85% 93% 89% 91% 83% 90% 82% 82% 85% 87% 92% 87% 85% 87% paid TV 46% 47% 67% 60% 51% 100% 59% 57% 71% 58% 65% 46% 60% 63% 50% 63% 64% 60% 49% 66% 48% 49% 58% 53% 71% 52% 58% 54% music 57% 57% 83% 76% 66% 73% 100% 68% 87% 72% 77% 57% 75% 76% 62% 74% 75% 71% 59% 77% 58% 59% 68% 65% 81% 67% 68% 65% work 47% 48% 61% 57% 51% 58% 56% 100% 68% 62% 68% 48% 59% 65% 49% 61% 59% 56% 52% 66% 49% 50% 62% 56% 69% 57% 60% 57% create 26% 27% 46% 38% 31% 41% 41% 39% 100% 44% 46% 26% 41% 46% 31% 43% 45% 39% 28% 59% 27% 28% 38% 34% 55% 34% 39% 35% photo 47% 47% 65% 58% 52% 59% 60% 62% 78% 100% 73% 47% 67% 67% 53% 64% 61% 58% 49% 71% 49% 49% 61% 57% 75% 57% 57% 57% cloud 34% 35% 52% 46% 38% 48% 46% 50% 59% 53% 100% 34% 51% 56% 38% 51% 47% 44% 36% 57% 36% 37% 54% 43% 64% 43% 46% 44% email 96% 97% 95% 97% 97% 96% 96% 98% 95% 97% 96% 100% 97% 97% 96% 96% 95% 95% 98% 92% 97% 96% 97% 98% 94% 97% 96% 97% IM 49% 49% 68% 63% 55% 63% 64% 62% 74% 70% 72% 49% 100% 77% 57% 69% 64% 62% 50% 76% 50% 51% 63% 59% 79% 57% 58% 59% video call 35% 35% 52% 47% 39% 48% 47% 49% 60% 50% 58% 35% 55% 100% 39% 49% 48% 44% 37% 61% 36% 38% 49% 43% 60% 42% 45% 43% facebook 77% 77% 86% 82% 81% 84% 84% 81% 88% 87% 85% 77% 89% 86% 100% 93% 87% 84% 77% 92% 78% 79% 83% 80% 89% 80% 81% 83% twitter 37% 38% 54% 49% 43% 51% 48% 48% 59% 51% 56% 37% 53% 53% 45% 100% 55% 49% 39% 62% 38% 39% 51% 43% 59% 45% 49% 44% gambling 29% 29% 42% 38% 33% 41% 39% 37% 50% 38% 41% 29% 39% 40% 33% 43% 100% 42% 31% 59% 30% 33% 38% 34% 48% 35% 44% 35% gaming 54% 55% 74% 69% 61% 71% 68% 64% 80% 67% 70% 54% 69% 68% 60% 72% 78% 100% 57% 78% 56% 55% 63% 61% 78% 61% 67% 61% security 82% 83% 83% 85% 84% 86% 84% 89% 85% 85% 86% 83% 83% 85% 81% 85% 85% 85% 100% 83% 83% 82% 85% 86% 86% 85% 85% 86% dating 15% 16% 28% 22% 18% 23% 22% 23% 35% 24% 26% 15% 25% 28% 19% 27% 32% 23% 16% 100% 16% 16% 21% 20% 35% 19% 23% 21% shopping 91% 91% 92% 94% 92% 93% 92% 95% 91% 94% 94% 91% 93% 94% 91% 92% 91% 92% 93% 92% 100% 91% 94% 94% 95% 93% 92% 95% banking 81% 81% 84% 84% 82% 86% 84% 86% 86% 85% 87% 81% 84% 89% 83% 84% 90% 83% 82% 83% 82% 100% 87% 85% 85% 85% 86% 86% eBooks 37% 38% 48% 45% 39% 47% 44% 49% 53% 49% 58% 38% 48% 52% 40% 51% 48% 43% 39% 49% 39% 40% 100% 44% 59% 43% 45% 45% maps 67% 68% 78% 77% 71% 76% 76% 80% 83% 81% 83% 67% 80% 82% 69% 76% 77% 75% 70% 81% 69% 69% 78% 100% 86% 76% 78% 77% health/fit 25% 25% 42% 36% 29% 38% 36% 37% 52% 40% 47% 25% 40% 43% 29% 40% 41% 36% 27% 54% 26% 26% 40% 32% 100% 31% 37% 34% news 66% 67% 79% 78% 72% 75% 78% 81% 83% 80% 84% 67% 78% 79% 69% 80% 79% 75% 69% 80% 69% 69% 77% 76% 83% 100% 83% 75% sports 48% 49% 61% 58% 51% 61% 58% 62% 71% 60% 66% 49% 58% 62% 51% 63% 72% 60% 51% 71% 50% 52% 59% 57% 71% 61% 100% 56% deals 57% 58% 67% 66% 61% 67% 65% 69% 73% 69% 73% 57% 68% 69% 61% 67% 67% 64% 60% 76% 60% 60% 69% 65% 77% 64% 65% 100% how to read the table: nd among those browsing the internet (see 2 column), 81% also watch videos on YouTube 31 male female activity gender online gambling 67% 33% sports news apps 65% 35% online dating 62% 38% distribution music/video create 61% 39% do currently video gaming 57% 43% any screen/device stream music 56% 44% work/office 56% 44% cloud storage 56% 44% stream films 54% 46% We see a fairly even gender news site/feed apps 54% 46% distribution for most activities, watch paid TV sub 53% 47% especially the more common, but video calls 53% 47% behaviours like gambling and sports twitter 53% 47% news show a very clear male bias. stream TV shows 52% 48% YouTube 52% 48% Taking advantage of online health/fitness apps 52% 48% coupons/deals is the behaviour with maps/navigation 51% 49% the strongest female bias. online banking 51% 49% security/antivirus 50% 50% Many of the digital entertainment search 50% 50% activities also show a slight male bias, browse internet 50% 50% with the ubiquitous YouTube being email 50% 50% more evenly distributed. online shopping 49% 51% facebook 49% 51% instant message 48% 52% photo storage/edit 48% 52% read eBooks 47% 53% online coupon/deals 45% 55%
B1: Please read carefully and tick the ones below you do currently. Base: all doing each activity 32 16-24 25-34 35-44 45-54 55-64 activity health/fitness apps 31% 30% 23% 10%6% average age 32.7 stream films 29% 29% 20% 14% 8% 34.0 age distribution online dating 23% 32% 27% 11% 6% 34.2 do currently music/video create 28% 28% 22% 14% 9% 34.3 any screen/device video calls 29% 26% 21% 13% 11% 34.7 instant message 27% 27% 22% 15% 9% 34.8 twitter 26% 26% 24% 15% 10% 35.2 stream music 27% 25% 22% 15% 12% 35.7 cloud storage 24% 26% 23% 15% 12% 35.9 video gaming 24% 25% 24% 17% 10% 36.0 Using fitness apps, streaming films stream TV shows 25% 25% 20% 18% 12% 36.3 and online dating are the youngest online gambling 18% 28% 27% 18% 8% 36.5 activities on average. watch paid TV sub 23% 25% 25% 15% 12% 36.5 photo storage/edit 24% 24% 24% 15% 13% 36.6 Security and email are the oldest. work/office 22% 23% 22% 17% 15% 37.8 With younger people gravitating YouTube 22% 22% 22% 19% 14% 37.9 more mobile and more into facebook 21% 22% 22% 20% 15% 38.1 messaging than email, this shouldn’t online coupon/deals 19% 23% 23% 20% 15% 38.4 be too much of a surprise. maps/navigation 20% 22% 23% 19% 16% 38.6 news site/feed apps 19% 22% 22% 19% 17% 38.8 sports news apps 18% 22% 25% 20% 15% 38.9 read eBooks 18% 24% 22% 18% 18% 39.0 online banking 17% 22% 23% 21% 17% 39.4 online shopping 18% 20% 22% 22% 18% 39.7 browse internet 18% 20% 22% 22% 19% 39.9 search 18% 20% 22% 22% 18% 39.9 email 18% 20% 22% 22% 19% 40.0 security/antivirus 17% 19% 22% 22% 20% 40.5
B1: Please read carefully and tick the ones below you do currently. Base: all doing each activity 33 activities by screen
34 activities by screen – do currently: desktop vs. laptop 100% Here, and over the next few pages, we among owners compare how these behaviours vary desktop PC 90% by device. laptop 80% Here we see that laptop usage tends to be slightly higher than desktop 70% usage across the board, with noticeable spikes for facebook, TV and film streaming and video calls. That 60% said, the general pattern is fairly similar between the two devices. 50%
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35 activities by screen – do currently: laptop vs. tablet vs. hybrid 1 Here we compare laptops with tablets among owners and hybrid laptop/tablets. 0.9 laptop We see much greater variance in tablet 0.8 activity. Tablets spike for gaming and eBooks and dip for online banking and hybrid 0.7 work. With the exception of reading eBooks, hybrid devices tend to be used more on the right hand side of 0.6 the graph, which are the less common (and sometimes more techy) activities. 0.5
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36 activities by screen – do currently: smartphone vs. tablet 100% Here is a comparison of smartphone among owners and tablet usage. 90% tablet Tablets spike for YouTube, streaming smartphone 80% TV and films and reading eBooks. Smartphones spike for maps/ 70% navigation and instant messaging.
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30% *
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0% *not asked for tablet
37 activities by screen – do currently: smart TV vs. console 100% Here is a comparison of smart TVs among owners and activities via a games console. 90% via console These devices are much less commonly used for all of the via smart TV 80% activities included in this report.
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38 activities by screen – do currently among owners 100% Here are all the devices on a among owners single page. It is appreciated 90% desktop PC this is hard to read, hence why we built up device-by- laptop 80% device on the preceding pages. For a clearer view of tablet 70% usage by device, please see hybrid the next few pages in this 60% report, where each device is smartphone taken in turn, with even via console more detailed frequency 50% information. via smart TV
40%
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39 activities by desktop PC owners on their desktop PC 5% among 7% 7% desktop PC 5% 15% 5% 7% owners 6% 23% 7% 26% 7% 30% don’t do this 8% 41% lapsed do less than monthly 7% 51% 51% 49% 53% do at least monthly 13% 6% 58% 61% 6% 65% 11% 5% 68% 70% 72% 73% 74% 76% 7% 82% 4% 88%
15% 3% 4% 8% 4% 6% 84% 6% 82% 80% 7% 3% 8% 3% 8% 5% 3% 65% 2% 59% 62% 1% 57% 6% 6% 4% 3% 3% 2% 41% 5% 5% 3% 2% 40% 38% 36% 5% 33% 31% 31% 3% 25% 25% 5% 24% 21% 1%2% 20% 19% 16% 10% 9%
40 activities by laptop/netbook owners on their laptop/netbook among 5% 6% 7% 3% laptop/netbook 2% 3% 14% 4% 5% owners 4% 23% 27% 27% 4% don’t do this lapsed 11% 43% 4% 50% 50% do less than monthly 3% 3% 54% 55% do at least monthly 59% 59% 61% 11% 7% 6% 65% 68% 71% 72% 76% 79% 81% 2% 88%
15% 2% 3% 6% 1% 89% 87% 86% 8% 4% 4% 2% 3% 7% 2% 8% 5% 71% 5% 2% 63% 65% 2% 62% 5% 1% 7% 4% 2% 5% 1% 40% 41% 40% 41% 4% 2% 34% 32% 34% 32% 5% 3% 28% 6% 23% 25% 21% 1% 19% 15% 10% 10%
41 activities by tablet owners on their tablet among 9% 11% tablet 2% 19% owners 2% 7% 27% 30% 30% don’t do this 8% 4% lapsed 46% 47% 47% do less than monthly 8% 51% 51% 3% 55% do at least monthly 3% 3% 59% 60% 61% 8% 67% 67% 66% 7% 69% 70% 14% 76% 80% 88% 2% 3% 3% 8% 5% 3% 2% 15% 6% 7% 2% 82% 5% 2% 79% 3% 4% 69% 7% 7% 7% 1% 2% 2% 62% 5% 2% 1% 60% 7% 4% 53% 5% 6% 43% 45% 2% 40% 39% 37% 5% 1% 35% 32% 4% 31% 29% 27% 27% 25% 24% 23% 1%0% 18% 15% 10%
42 activities by laptop/tablet hybrid owners on their hybrid device among hybrid device 16% 19% 21% owners 26% 29% 30% don’t do this 3% 36% 4% lapsed 4% 3% 45% 5% 49% 50% 50% do less than monthly 6% 3% 52% 52% 53% 56% do at least monthly 3% 4% 60% 64% 65% 12% 4% 66% 67% 68% 8% 3% 77% 5% 78% 3% 3% 4% 2% 3% 6% 13% 6% 2% 6% 5% 5% 5% 1% 6% 5% 76% 72% 3% 71% 5% 2% 0% 4% 63% 3% 3% 59% 59% 5% 4% 3% 57% 5% 4% 1% 42% 40% 4% 2% 39% 40% 40% 40% 38% 38% 3% 32% 31% 28% 27% 25% 24% 18% 16%
43 activities by smartphone owners on their smartphone among 12% 14% smartphone 18% owners 2% 2% 28% 31% don’t do this 6% 7% 3% 35% lapsed 42% 45% 7% 48% 48% 51% do less than monthly 3% 59% do at least monthly 4% 3% 62% 65% 1% 70% 71% 71% 9% 74% 75% 77% 78% 76% 13% 4% 84% 1% 88% 2% 3% 4% 13% 3% 6% 6% 6% 79% 1% 77% 5% 1% 71% 3% 65% 3% 1% 57% 7% 4% 2% 2% 51% 1% 50% 6% 6% 3% 1% 41% 43% 42% 6% 2% 1% 3% 40% 5% 4% 5% 35% 33% 1% 3% 25% 25% 1% 21% 21% 22% 1% 18% 17% 16% 16% 12% 10%
44 activities by game console owners on their console among games console owners 31% don’t do this lapsed do less than monthly 56% do at least monthly 3% 62% 65% 69% 72% 7% 77% 79% 79% 82% 82% 85% 86% 87%
9% 6% 5% 9% 59% 8% 4% 7% 4% 5% 5% 4% 2% 2% 3% 4% 3% 1% 2% 4% 2% 1% 26% 3% 2% 1% 25% 24% 22% 20% 2% 2% 16% 16% 15% 13% 14% 12% 10% 10%
45 activities by smart TV owners on their Smart TV among Smart TV owners don’t do this 37% lapsed 42% 43% 46% 51% 50% do less than monthly do at least monthly 61% 63% 64% 69% 70% 2% 75% 74% 2% 77% 3% 2% 6% 5% 12% 2% 5% 4% 14% 11% 2% 2% 7% 2% 7% 5% 2% 59% 5% 3% 1% 2% 49% 5% 1% 44% 44% 4% 4% 3% 36% 34% 30% 28% 28% 25% 22% 20% 20% 19%
46 services used for all activities
47 MAJOR SOCIAL SITES STREAMING TV SHOWS services youtube 80% bbc iPlayer 74% facebook 76% 4OD 50% twitter 37% ITV player 45% netflix 26% used by demand 5 25% BROWSING INTERNET sky go 17% chrome 61% iTunes 12% activity IE 50% amazon prime 11% firefox 35% BT sport 10% safari 18% TVcatchup 10% NB: not device specific opera 5% google play 9% dolphin 3% now TV 8% among those who other 3% bittorrent 7% do each activity blinkbox 6% SEARCH ENGINES virgin TV any. 5% 1 of 5 google 92% chromecast 5% yahoo! 25% xbox video 5% bing 19% twitch 4% eurosport player 4% ask jeeves 9% plex 3% aol search 7% wuaki tv 3% other 7% sony video unl. 3% VIDEO CALLS other 6% skype 77% facetime 27% STREAMING FILMS viber 14% bbc iPlayer 59% google hangouts 10% 4OD 40% tango 5% ITV player 35% netflix 33% faceflow 5% demand 5 21% ooVoo 4% sky go 18% line 4% amazon prime 15% wechat 4% iTunes 15% fring 3% google play 11% other 3% now TV 10% PAID TV SUBSCRIPTIONS bittorrent 9% sky 51% blinkbox 7% virgin media 24% xbox video 6% BT Sports virgin TV any. 6% 5% chromecast BT TV 6% 4% plex 4% talk talk 4% sony video unl. 4% other 6% other 9% 48 MUSIC STREAMING PHOTO STORAGE/EDIT services iTunes 36% facebook 45% spotify 34% dropbox 23% google music/play 16% apple iCloud 19% used by amazon cloud music 13% windows media player 18% soundcloud 12% photoshop 17% last.fm 10% google+ 15% blinkbox music 8% instagram 14% activity shazam 8% amazon cloud 12% deezer 6% paint 12% NB: not device specific myspace music 5% google drive 12% sony music unlimited 4% apple iPhoto 11% among those who napster/rhapsody 4% picasa 10% do each activity rdio 3% photobucket 10% jango 3% onedrive (skyDrive) 10% nokia mixradio 3% flickr 10% 2 of 5 plex 3% pinterest 9% qobuz 2% tumblr 7% other 17% apple photoStream 6% GIMP 5% canon irista 3% MUSIC/VIDEO CREATION other 9% windows movie maker 26% adobe creative suite 15% NERO 13% adobe audition 13% CLOUD STORAGE cyberlink powerDVD 12% apple iCloud 32% sony movie studio 8% dropbox 32% sony music studio 8% google drive 26% sony vegas 8% amazon cloud 21% cubase 7% oneDrive (skyDrive) 18% roxio 7% BT cloud 8% garageband 7% evernote 7% autodesk 7% box 5% pinnacle studio 6% WD my cloud 4% reason 5% other 7% premiere elements 5% other 14%
VIDEO GAMING eBOOKS gaming 54% read eBooks 37%
49 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS MS office 68% AVG 31% services adobe acrobat 41% mcAfee 25% MS office 365 20% avast 19% openOffice 19% norton/symantec 18% used by linkedIn 19% MS security essentials 13% google docs 17% windows defender 10% microsoft oneNote 7% kaspersky 8% polaris 5% avira 4% activity iWork 5% zone alarm 3% prezi 4% panda 3% NB: not device specific salesforce.com 3% bitdefender 3% presto! 3% eset NOD 32 2% among those who other 6% trend micro 2% do each activity lookout 2% EMAIL other 9% 3 of 5 hotmail 44% gmail 43% outlook ONLINE GAMBLING 27% ladbrokes yahoo! mail 26% 28% william hill 28% windows mail 8% paddy power 25% AOL 8% betfair 18% apple iCloud 5% sky bet 17% default email 5% bet365 17% office 365 4% betfred 11% mozilla thunderbird 3% 888casino 10% opera mail 1% 32red 9% other 8% bet victor 9% stan james 7% INSTANT MESSAGING sky vegas 6% facebook messenger 64% 888sports 6% whatsApp 40% 888poker 6% skype 38% full tilt 5% twitter 24% sky poker 5% iMessage 16% poker stars 5% snapchat 14% unibet 5% yahoo! messenger 12% 666 4% BBM 10% bet direct 4% AIM 6% party casino 4% line 4% bwin 4% chatOn 4% party bets 4% weChat 3% PKR 3% tango messenger 3% party poker 3% slingshot 2% other 16% other 7% 50 ONLINE DATING ONLINE BANKING POF (Plenty of Fish) 27% paypal 29% services match.com 21% barclays 21% cupid 19% halifax 19% zoosk 17% lloyds 17% used by tinder 15% natwest 16% eHarmony 15% santander 15% elite singles 11% nationwide 14% grindr 11% HSBC 12% activity just singles 10% TSB 7% dating direct 10% tesco bank 6% NB: not device specific OKcupid 9% co-operative 5% lovestruck 8% RBS 5% among those who parship 7% capital one 5% do each activity other 22% first direct 5% yorkshire 2% ONLINE SHOPPING wonga 2% 4 of 5 amazon 87% ulster 1% eBay 61% other 8% argos 43% tesco/tesco direct 32% asda 23% NAVIGATION/MAPS M&S 15% google maps 77% boots 15% google earth 34% sainsbury's 15% apple maps 15% next 14% tomtom 13% debenhams 12% bing maps 10% sports direct 10% garmin 7% asos 9% yahoo! maps 6% john lewis/peter jones 8% mapQuest 3% iceland 7% cityMapper 3% amazon local 6% HERE maps 3% river island 6% foursquare 3% morrisons 6% openstreet maps 3% etsy 5% coPilot 2% dorothy perkins 5% waze 2% top shop 5% navigon 2% JD sports 4% wikiMapia waitrose 4% 2% house of fraser 4% stay.com 2% top man 4% unlike 2% ocado 4% falk 2% QVC 4% yelp 1% mothercare 4% telenav 1% zara 3% zagat 1% miss selfridge 3% zygic 1% wish 2% other 5% other 11% 51 HEALTH & FITNESS APPS NEWS SITES/APPS services (smartphone/console only) BBC news 76% wii fit 24% sky news 24% myfitnesspal 21% daily mail online 17% used by abs workout 18% huffington post 14% calorieCounter 15% ITV news 14% nike+ 13% the guardian 13% activity EA sports active 13% yahoo! news 12% map my fitness 12% metro 8% zumba fitness/dance 12% NB: not device specific the independent 8% xbox fitness 11% weight watchers 9% telegraph 7% among those who slimming world 8% CNN 7% do each activity runKeeper 8% the sun 7% argus 8% times online 4% 5 of 5 walk with map my walk 8% google currents 4% fitbit 7% reddit 3% cyclemeter 7% flipboard 3% endomondo 6% feedly 2% run with map my run 6% other 10% runtastic PRO 6% S sealth 5% tempo run 5% SPORTS NEWS sports tracker 5% BBC sport 67% strava 5% map my ride GPS 4% sky sports 37% noom 4% BT sport 14% sparkpeople 4% ITV sport 13% fitsby 3% yahoo! sports 9% other 10% ESPN 8% eurosport 7% COUPONS/DEALS/DISCOUNTS official F1 app 4% groupon 45% other 10% wowcher 30% voucherCodes 27% amazon local 20% hotUKdeals 19% quidco 16% vouchercloud 11% shpock classifieds 2% other 15%
52 time volumetric share for activity on smartphone and tablet
53 maps/navigation 3% read eBooks 1% health/fitness 1% claimed time online banking 3% online shopping 3% volumetric share online dating <1% on smartphone
video browse internet , 20% excluding calls online gambling 1% gaming 5% We asked all smartphone owners twitter 3% to account for the time they spend on their device, excluding calls.
search 10% We can see large chunks of time facebook , 12% devoted to browsing/search, email, facebook, messaging and YouTube.
stream films 2% Such activities, as well as all the other less common activities, just video calls 1% instant message 6% stream TV shows 2% go to show how much we make YouTube , 7% of our mobile devices nowadays.
email 10% watch paid TV sub 1% stream music 4% work/office 1%
photo storage/edit 2% music/video create 1% cloud storage 1% 54 claimed time volumetric share on smartphone by age (excluding calls) 100% health/fitness maps/navigate read eBooks online banking online shopping online dating video gaming When we cut these behavioural volumetrics by age we can see some 75% facebook clear patterns, especially relating to YouTube and video calls video streaming – i.e. a IM greater proportion of younger people’s email smartphone activities. cloud storage 50% photo store/edit Many older consumers media create work/office also watch YouTube of stream music paid TV course, and do other activities, but more basic, YouTube common and everyday activities tend to be more prominent as a 25% proportion of total search volume, activities like email and search/ browsing. browse internet
0% 16-24 25-34 35-44 45-54 55-64 55 maps/navigation 2% online banking 3% read claimed time eBooks 4% volumetric share online dating <1% online shopping 5% on tablet online gambling 1% video gaming 5% browse internet , 26% Likewise we asked tablet owners twitter 2% to account for the time they spend on their device. We see even more time facebook , 7% proportionally devoted to general browsing/search and, again, a large chunk of time for video streaming on tablets. video calls 1% search 11% It demonstrates how varied usage instant message 2% on tablets is nowadays and why such devices continue to erode email 8% the share of desktops and laptops.
stream films 3%
cloud storage 1% YouTube , 6% stream TV shows 3% photo storage/edit 2% music/video create 1%
work/office , 2% stream music 3% watch paid TV sub 2% 56 claimed time volumetric share on tablet by age 100% maps/navigate read eBooks When we cut these behavioural tablet volumetrics by age we video gaming can see some clear patterns which are similar in many ways to facebook smartphone. 75% video calls IM email
work/office stream music paid TV 50% YouTube
25% search
browse internet
0% 16-24 25-34 35-44 45-54 55-64 57 satisfaction overview
58 DESKTOP SMART VIA VIA LAPTOP TABLET HYBRID PC PHONE CONSOLE SMART TV satisfaction BASE RATING BASE RATING BASE RATING BASE RATING BASE RATING BASE RATING BASE RATING browse internet 1,404 8.6 2,009 8.7 1,340 8.4 546 8.5 1,928 8.1 611 7.5 393 7.5 by screen 1,386 8.5 1,986 search 8.7 1,308 8.4 529 8.3 1,902 8.3 542 7.5 350 7.7 UK user/owners stream films 563 8.0 887 8.1 625 7.9 336 7.8 677 7.7 491 7.9 380 8.1 stream TV shows 698 8.1 1,096 8.1 742 8.1 354 8.1 771 7.8 528 7.9 428 8.1 YouTube 1,120 8.3 1,591 8.2 1,053 8.1 462 8.1 1,467 8.0 589 7.5 418 7.8 This report goes deeper than watch paid TV sub 431 8.2 585 8.1 475 8.1 263 8.4 496 8.0 352 8.1 1,248 8.7 just looking at usage. We also stream music 747 8.1 1,066 8.1 706 8.0 358 7.9 1,053 8.0 396 7.5 287 7.7 asked how satisfied users are work/office 782 8.4 1,039 8.3 500 7.5 336 8.2 587 7.4 with each activity on each music/video create 397 7.8 474 7.6 308 7.5 235 7.7 379 7.5 device. photo storage/edit 659 8.1 907 8.0 624 8.0 338 8.0 916 8.0 328 7.6 214 7.7 Later in the report you will see cloud storage 519 8.0 707 8.1 538 7.9 265 8.0 698 8.0 288 7.6 that we even ask satisfaction at email 1,347 8.6 1,932 8.7 1,162 8.3 511 8.4 1,786 8.2 236 7.7 brand/service level per activity instant message 613 8.2 894 8.2 685 8.2 332 7.9 1,229 8.5 333 7.7 190 7.6 per device. video calls 450 7.9 731 8.0 527 7.8 282 7.9 661 7.9 261 7.6 192 7.7 Here first is an overview of all facebook 1,023 8.1 1,519 8.3 1,018 8.1 452 8.3 1,538 8.1 250 7.6 activities by device (not brand twitter 523 7.8 746 8.0 524 7.9 270 7.9 849 8.0 259 7.6 176 7.7 specific). Note that the next online gambling 416 8.0 536 7.9 374 7.6 239 7.7 493 7.7 chapter takes each activity row video gaming 710 8.0 905 7.9 782 8.0 346 8.1 1,064 7.8 1,112 8.5 267 7.7 in turn for a clearer read of user security/antivirus 1,215 8.5 1,631 8.6 1,111 8.2 520 8.2 1,685 7.9 satisfaction. online dating 219 7.6 281 7.6 207 7.5 170 7.6 298 7.4 online shopping 1,222 8.5 1,789 8.5 1,022 8.1 488 8.2 1,251 7.9 online banking 1,071 8.6 1,549 8.5 773 8.2 413 8.3 1,110 8.3 read eBooks 278 7.2 404 7.5 589 8.2 211 7.5 509 7.6 maps/navigation 878 8.0 1,239 8.0 786 7.8 368 7.8 1,446 8.0 health/fitness apps 599 8.0 351 7.5 59 mean user rating out of 10.0 top 25 iMessage on Smartphone (111) 9.2 RBS on Smartphone (51) 9.2 RBS on Laptop (56) satisfaction 9.1 UK user/owners Nationwide on Tablet (51) 9.1 base 50+ only brands/services Instagram on Smartphone (69) 9.1 Whatsapp on Smartphone (359) 9.1 We go deeper still in PixelLife to gmail on Desktop (280) 9.0 look at satisfaction by device Windows Mail on Laptop (60) 9.0 with individual apps, Safari on Laptop (110) 9.0 programmes and services. Here Kaspersky on Desktop (83) 9.0 is the top 25 out of many gmail on Laptop (413) 9.0 hundreds of services measured gmail on Hybrid (128) 8.9 in the report. Nationwide on Laptop (117) 8.9 As you can see, some of the Google on Laptop (1,702) 8.9 online banking services are very Lloyds on Laptop (205) 8.9 highly rated, but bear in mind Sky Go (TV shows) on Desktop (53) 8.9 they are much less popular Microsoft Office 365 on Desktop (65) 8.8 than some of the bigger online services and usages available. Hotmail on Laptop (582) 8.8 Sky on Smart TV (720) 8.8 iMessage on iPhone tops the eBay on Laptop (299) 8.8 list with a superb average rating Amazon on Desktop (695) 8.8 of 9.2 out of 10. Netflix (TV shows) on Tablet (122) 8.8 Chrome on Hybrid (259) 8.8 Amazon on Laptop (970) 8.8 Norton/Symantec on Desktop (156) 8.8
60 mean user rating out of 10.0 top 26-50 Google on Desktop (1,159) 8.8 Dropbox (cloud) on Smartphone (138) 8.8 Halifax on Laptop (192) satisfaction 8.8 UK user/owners Chrome on Laptop (914) 8.8 base 50+ only brands/services Norton/Symantec on Laptop (240) 8.8 eBay on Desktop (203) 8.8 Facetime on Smartphone (121) 8.8 TSB on Laptop (60) 8.8 Netflix (films) on Smart TV (75) 8.8 eBay on Hybrid (78) 8.8 Natwest on Desktop (117) 8.7 Barclays on Desktop (165) 8.7 Facetime on Tablet (91) 8.7 Tesco Direct on Laptop (134) 8.7 Sky Go (TV shows) on Tablet (80) 8.7 Yahoo! mail on Laptop (303) 8.7 Microsoft Office on Hybrid (139) 8.7 Nationwide on Desktop (77) 8.7 AOL on Desktop (65) 8.7 Yahoo! on Desktop (74) 8.7 Barclays on Hybrid (77) 8.7 Hotmail on Desktop (340) 8.7 Dropbox (photo) on Laptop (97) 8.7 Halifax on Desktop (123) 8.7 Firefox on Desktop (356) 8.7
61 mean user rating out of 10.0 top 51-75 eBay on Tablet (167) 8.7 gmail on Smartphone (448) 8.7 Safari on Desktop (68) satisfaction 8.7 UK user/owners Netflix (TV shows) on Laptop (173) 8.7 base 50+ only brands/services Santander on Desktop (90) 8.7 Facebook (photo) on Hybrid (77) 8.7 Amazon on Hybrid (243) 8.7 Santander on Laptop (133) 8.7 Chrome on Desktop (580) 8.7 gmail on Tablet (299) 8.7 Google on Tablet (1,135) 8.7 Kaspersky on Laptop (100) 8.7 Google Earth on Desktop (56) 8.7 Yahoo! mail on Hybrid (76) 8.7 Google on Hybrid (430) 8.7 Netflix (films) on Laptop (200) 8.7 Microsoft Office on Desktop (430) 8.7 Lloyds on Smartphone (141) 8.7 Facebook (photo) on Tablet (122) 8.6 Microsoft Office on Laptop (603) 8.6 Firefox on Laptop (395) 8.6 Safari on Smartphone (162) 8.6 iTunes on Smartphone (163) 8.6 AVG on Laptop (403) 8.6 Virgin Media on Smart TV (330) 8.6
62 mean user rating out of 10.0 top 76-100 Internet Explorer on Laptop (452) 8.6 Spotify on Desktop (187) 8.6 Outlook on Desktop (181) satisfaction 8.6 UK user/owners My Fitnesspal on Smartphone (83) 8.6 base 50+ only brands/services BT Sport on Smart TV (57) 8.6 Facebook (photo) on Laptop (185) 8.6 F/book messenger on Desktop (220) 8.6 Dropbox (cloud) on Laptop (151) 8.6 Yahoo! mail on Desktop (210) 8.6 Avast on Desktop (182) 8.6 BBC iPlayer (TV shows) on Smart TV (123) 8.6 Yahoo! On Laptop (92) 8.6 Avast on Laptop (246) 8.6 Barclays on Smartphone (175) 8.6 AOL on Laptop (83) 8.6 Tesco Direct on Desktop (83) 8.6 F/book messenger on Tablet (227) 8.6 Google on Smartphone (1,643) 8.5 MS sec essentials on Laptop (123) 8.5 Google drive on Desktop (96) 8.5 Barclays on Laptop (212) 8.5 Bing on Laptop (57) 8.5 Chrome on Tablet (531) 8.5 HSBC on Laptop (126) 8.5 Internet Explorer on Hybrid (92) 8.5
63 satisfaction with individual activities
64 satisfaction mean user rating out of 10.0 browsing the 8.7 8.6 internet 8.5 user/owners, 16-64 8.4 8.1 We are most satisfied when browsing the internet on desktops and laptops, followed by hybrids and tablets. 7.5 7.5 Satisfaction with browsing on smartphones significantly trails its larger-screen counterparts. Satisfaction is lowest of all via console and smart TV. Without a keyboard/mouse such devices will need much greater use of voice/gesture or other convenient input method to close the gap to our computers and mobile devices. (1,404) (2,009) (1,340) (546) (1,928) (611) (393) desktop laptop tablet hybrid smart- via via PC phone console smart TV
65 satisfaction mean user rating out of 10.0 using search 8.7 8.5 engines 8.4 user/owners, 16-64 8.3 8.3 Like general browsing, we see satisfaction for search highest on laptops and desktops. 7.7 We are happier with search on 7.5 smartphones than we saw for browsing, as it is often highly integrated to the operating system and means of entering search terms have evolved over time, including voice recognition. Consoles and smart TVs lag in satisfaction for using search engines and will need to rely on more innovative input methods to get on par with PC/mobile. (1,386) (1,986) (1,308) (529) (1,902) (542) (350) desktop laptop tablet hybrid smart- via via PC phone console smart TV
66 satisfaction mean user rating out of 10.0 streaming films user/owners, 16-64
8.1 8.1 Satisfaction with streaming 8.0 7.9 films is fairly even across all 7.8 7.9 devices, with consoles and 7.7 smart TV competing very well with other devices, which is unsurprising as most of the main players are integrated or an app download away from such screens. The smaller screen on smartphone no doubt drives its ranking as least satisfactory device to watch films.
(563) (887) (625) (336) (677) (491) (380) desktop laptop tablet hybrid smart- via via PC phone console smart TV
67 satisfaction mean user rating out of 10.0 streaming TV shows user/owners, 16-64
8.1 8.1 8.1 8.1 8.1 On the whole we are slightly 7.9 more satisfied with streaming TV than we are with films, and 7.8 again we see a fairly even spread of ratings across the devices. As with streaming films, again we see the smallest screen we measure elicits the lowest satisfaction. We are likely more satisfied with TV shows as apps like iPlayer provide rich and varied content for free and such platforms are now part of our mainstream viewing habits. (698) (1,096) (742) (354) (771) (528) (428) desktop laptop tablet hybrid smart- via via PC phone console smart TV
68 satisfaction mean user rating out of 10.0 YouTube user/owners, 16-64
8.3 8.2 8.1 8.1 8.0 With the exception of games console, YouTube satisfaction is 7.8 fairly even across the devices, with the largest screens 7.5 nudging ahead as the most satisfied. While YouTube is present on most consoles, it’s likely the awkwardness of text search input that holds it back relative to the other devices.
(1,120) (1,591) (1,053) (462) (1,467) (589) (418) desktop laptop tablet hybrid smart- via via PC phone console smart TV
69 satisfaction mean user rating out of 10.0 paid TV 8.7 subscription 8.4 user/owners, 16-64 8.2 8.1 8.1 8.1 8.0 Services like Sky, BT TV and Virgin Media achieve, as you might expect, the highest satisfaction via Smart TV, the native device. Otherwise satisfaction (using apps like Sky Go) on streaming devices is fairly even across the board, and highest on a hybrid laptop/tablet device.
(431) (585) (475) (263) (496) (352) (1,248) desktop laptop tablet hybrid smart- via via PC phone console smart TV
70 satisfaction mean user rating out of 10.0 streaming music user/owners, 16-64 While streaming video tends to gain lower satisfaction scores for 8.1 smartphone, for streaming music 8.1 8.0 8.0 we see that all the large screen and 7.9 mobile devices achieve a similar satisfaction level. 7.7 7.5 This is unsurprising given the plethora of music streaming services available, most of which integrate smoothly regardless of device, plus of course we love our music on-the-go, wherever we are. On consoles, however, the tendency is to encourage the platforms’ own music service (e.g. Xbox Music or Sony Music Unlimited), rather than offering the likes of Spotify, which may account (747) (1,066) (706) (358) (1,053) (396) (287) for its lower rating. desktop laptop tablet hybrid smart- via via PC phone console smart TV
71 satisfaction mean user rating out of 10.0 work/productivity software user/owners, 16-64 8.4 8.3 8.2 We are satisfied using work software (like Office) on our desktops and laptops, but much less so on tablets and smartphones. 7.5 The control deftness of the 7.4 keyboard/mouse/trackpad is clearly the reason, as we can see when we compare the hybrid device to the keyboard-less tablet. While much work has been done to make mobile interfaces touch- screen and small-screen friendly, we can see that we may continue to need the more traditional n/a n/a devices to get our work done and (782) (1,039) (500) (336) (587) be satisfied when doing it. desktop laptop tablet hybrid smart- via via PC phone console smart TV
72 satisfaction mean user rating out of 10.0 music/video creation software user/owners, 16-64
Using music/video creation & editing software and apps is a 7.8 7.7 relatively uncommon activity. 7.6 7.5 7.5 We do see that unlike work (which also involves detailed editing processes), there is a much more even spread of satisfaction across mobile devices as the large-screen traditional devices we use. Just some caution here as the apps used on mobile may be more basic than the fully-fledged and feature-rich PC equivalents. n/a n/a (397) (474) (308) (235) (379) desktop laptop tablet hybrid smart- via via PC phone console smart TV
73 satisfaction mean user rating out of 10.0 photo edit/storage user/owners, 16-64
8.1 8.0 8.0 8.0 8.0 There are more ways than ever before to store and edit our 7.7 digital pictures with 7.6 manufacturers offering their own services in addition to bespoke apps and social media services. Satisfaction is very consistent across our traditional large- screen and our mobile devices. Satisfaction is lower for console and TV, where photos are more for our viewing than editing. (659) (907) (624) (338) (916) (328) (214) desktop laptop tablet hybrid smart- via via PC phone console smart TV
74 satisfaction mean user rating out of 10.0 cloud storage user/owners, 16-64
As with picture/photo services, our ability and satisfaction with 8.0 8.1 8.0 8.0 storing and accessing our 7.9 general documents in the cloud is also fairly even across 7.6 traditional and mobile devices. The latter is unsurprising given how integrated services like iCloud, Google Drive and Onedrive are in their respective operating systems. Using consoles to access our cloud saves is lower, but is less common and a relatively new feature on some consoles. n/a (519) (707) (538) (265) (698) (288) desktop laptop tablet hybrid smart- via via PC phone console smart TV
75 satisfaction mean user rating out of 10.0 send/receive 8.6 8.7 emails 8.4 user/owners, 16-64 8.3 8.2 When using email we are most satisfied when using our PCs and laptops. The physical 7.7 keyboard makes it so easy – and compare this with instant messaging overleaf. Mobile satisfaction is high but lower when the physical keyboard is replaced by its virtual counterpart. Emailing via smart TV is an uncommon activity, and we also see it lags in satisfaction n/a compared to the other devices. (1,347) (1,932) (1,162) (511) (1,786) (236) desktop laptop tablet hybrid smart- via via PC phone console smart TV
76 satisfaction mean user rating out of 10.0 instant messaging 8.5 user/owners, 16-64 8.2 8.2 8.2
7.9 While email satisfaction 7.7 clearly benefits from a 7.6 physical keyboard, we see a different story for snappier instant messaging. We are clearly happiest messaging using our smartphone (especalE f U cn wrte eng lIk DIS).
(613) (894) (685) (332) (1,229) (333) (190) desktop laptop tablet hybrid smart- via via PC phone console smart TV
77 satisfaction mean user rating out of 10.0 video calls user/owners, 16-64
Satisfaction does not differ greatly across PCs and 8.0 7.9 7.9 7.9 mobile devices when we 7.8 make video calls. 7.7 7.6 Satisfaction is somewhat lower for consoles and smart TV, but these are a relatively uncommon activity on such devices.
(450) (731) (527) (282) (661) (261) (192) desktop laptop tablet hybrid smart- via via PC phone console smart TV
78 satisfaction mean user rating out of 10.0 facebook user/owners, 16-64
8.3 8.3 Facebook has put a great 8.1 8.1 8.1 deal of effort into increasing its mobile footprint and enhancing the mobile experience in recent years. 7.6 This has clearly paid off as we can see that satisfaction with using the social network does not differ greatly by screen, including mobile. Smart TV lags in satisfaction, but it is a much less common activity compared to the other screens/devices. n/a (1,023) (1,519) (1,018) (452) (1,538) (250) desktop laptop tablet hybrid smart- via via PC phone console smart TV
79 satisfaction mean user rating out of 10.0 twitter user/owners, 16-64
8.0 Twitter tends to lag Facebook 8.0 7.9 7.9 for satisfaction across the 7.8 board, but is similar in the 7.7 sense that our satisfaction 7.6 with it does not differ greatly by mobile and PC. Again we see that Twitter satisfaction is lower on console and Smart TV, again likely due to the less precise methods for text input and search.
(523) (746) (524) (270) (849) (259) (176) desktop laptop tablet hybrid smart- via via PC phone console smart TV
80 satisfaction mean user rating out of 10.0 online gambling user/owners, 16-64
8.0 For those online gambling 7.9 we see slightly higher 7.7 7.7 satisfaction when playing 7.6 on the more traditional PC and laptop than we do for the more mobile devices.
n/a n/a (416) (536) (374) (239) (493) desktop laptop tablet hybrid smart- via via PC phone console smart TV
81 satisfaction mean user rating out of 10.0 video gaming user/owners, 16-64 8.5 We can play games on all these devices, and of course 8.0 8.0 8.1 no surprise to see gamers 7.9 rating the dedicated console 7.8 7.7 so highly. Smartphone gaming is huge and games like Angry Birds and Candy Crush are as well known as any on the market, but smartphone gaming marginally trails in satisfaction when compared to its larger screen counterparts. It appears we still like our dedicated hardware and larger screens when we game.
(710) (905) (782) (346) (1,064) (1,112) (267) desktop laptop tablet hybrid smart- via via PC phone console smart TV
82 satisfaction mean user rating out of 10.0 security/antivirus
8.6 software 8.5 user/owners, 16-64 8.2 8.2 While they may go largely unnoticed in the background, 7.9 we are very satisfied with our use of security software on our traditional PCs and laptops. Many of us don’t think as carefully about our mobile security as we do on our traditional connected devices, which is perhaps the more likely reason for its lower satisfaction level rather than it being a less polished or feature-rich service. n/a n/a (1,215) (1,631) (1,111) (520) (1,685) desktop laptop tablet hybrid smart- via via PC phone console smart TV
83 satisfaction mean user rating out of 10.0 online dating user/owners, 16-64
Online dating receives some of the lowest satisfaction ratings of all behaviours in PixelLife. Whether this lack of satisfaction 7.6 7.6 7.6 is driven by the service offered 7.5 7.4 by online dating sites or driven by the reason for registering with them is difficult to say! Perhaps those who found success on such services would rate more positively. Either way we see that there is little difference in satisfaction with using such services across the different screens used. n/a n/a (219) (281) (207) (170) (298) desktop laptop tablet hybrid smart- via via PC phone console smart TV
84 satisfaction mean user rating out of 10.0 online shopping 8.5 8.5 user/owners, 16-64 8.2 8.1 We are clearly most satisfied 7.9 when using our traditional PCs and laptops for online shopping, and the satisfaction levels seen here are very high. The smallest screen smart- phone shows the lowest level of satisfaction. It may be that the larger screens offer the best view to browse before buying, plus the keyboard/mouse delivering more deft control. n/a n/a (1,222) (1,789) (1,022) (488) (1,251) desktop laptop tablet hybrid smart- via via PC phone console smart TV
85 satisfaction mean user rating out of 10.0 online
8.6 8.5 banking user/owners, 16-64 8.2 8.3 8.3 Online banking is, perhaps surprisingly, one of the highest rated activities on desktop and it is also relatively high for laptop. In the chapter that looks at specific banks, you will see that services offered by RBS and Nationwide make the top 25 satisfaction list of all individual services measured in PixelLife. We are slightly less satisfied when using our mobile devices. n/a n/a (1,071) (1,549) (773) (413) (1,110) desktop laptop tablet hybrid smart- via via PC phone console smart TV
86 satisfaction mean user rating out of 10.0 reading 8.7 eBooks user/owners, 16-64
8.2 Reading eBooks shows some of the sharpest differences between devices seen in PixelLife. 7.6 7.5 7.5 While we’re delighted with the experience of reading eBooks on a 7.2 dedicated device, the experience is much less satisfactory on other platforms, with only the similarly sized tablet scraping above the 8 out of 10 mark. While the tablet and smartphone are mobile and handheld, they simply do not come close to the n/a n/a dedicated reader for satisfaction. (278) (404) (589) (211) (509) (608) desktop laptop tablet hybrid smart- via via e-book PC phone console smart reader TV
87 satisfaction mean user rating out of 10.0 navigation/ maps user/owners, 16-64
8.0 8.0 8.0 7.8 Our use of navigation and map 7.8 software does not differ greatly by device, with all devices around and about the 8 out of 10 score for satisfaction.
n/a n/a (878) (1,239) (786) (368) (1,446) desktop laptop tablet hybrid smart- via via PC phone console smart TV
88 satisfaction mean user rating out of 10.0 health/fitness user/owners, 16-64
Health and fitness is a massive growth area in technology, 8.0 especially in wearables. In PixelLife we focus on screens, 7.5 so we are asking here about smartphone fitness apps and console games with a fitness skew.
n/a n/a n/a n/a n/a (599) (351) desktop laptop tablet hybrid smart- via via PC phone console smart TV
89 satisfaction with desktop PC usage
90 mean user rating out of 10.0 email (1,347) 8.6 desktop PC browse internet (1,404) 8.6 online banking (1,071) 8.6 activity search (1,386) 8.5 security/antivirus (1,215) 8.5 satisfaction user/owners, 16-64 online shopping (1,222) 8.5 work/office (782) 8.4 YouTube (1,120) 8.3 We focus exclusively on desktop PC instant message (613) 8.2 satisfaction in this chapter, starting watch paid TV sub (431) 8.2 here with general satisfaction with facebook (1,023) 8.1 the different activities. stream TV shows (698) 8.1 We see that we are most satisfied stream music (747) 8.1 with basic activities like emailing and photo storage/edit (659) 8.1 browsing on a PC and least satisfied video gaming (710) 8.0 with eBooks, for understandable cloud storage (519) 8.0 reasons. maps/navigation (878) 8.0 online gambling (416) 8.0 Overleaf we break this down further, stream films (563) looking at satisfaction with individual 8.0 branded services on desktop. video calls (450) 7.9 twitter (523) 7.8 music/video create (397) 7.8 online dating (219) 7.6 read eBooks (278) 7.2 on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [DESKTOP PC]? – base size in parentheses 91 MAJOR SOCIAL STREAMING TV SHOWS satisfaction youtube (1,120) 8.3 bittorrent (14) 8.9 facebook (1,023) 8.1 sky go (53) 8.9 by service on twitter (523) 7.8 amazon prime (29) 8.7 virgin TV any. (10) 8.6 desktop PC BROWSING INTERNET bbc iPlayer (272) 8.4 firefox (356) 8.7 netflix (94) 8.4 (1 of 4) safari (68) 8.7 ITV player (30) 8.2 chrome (580) 8.7 TVcatchup (20) 8.1 IE (298) 8.5 4OD (36) 8.1 opera (15) 8.1 now TV (11) 8.1 base <10: dolphin BT sport (15) 7.4 iTunes (11) 7.0 SEARCH ENGINES base <10: blinkbox, chromecast, google (1,159) 8.8 demand 5, google play, plex, sony video unlimited, twitch, wuaki tv, xbox video yahoo! (74) 8.7 aol search (24) 8.5 CAUTION bing (42) 8.5 VIDEO CALLS ask jeeves (15) 7.9 facetime (14) 9.2 services with an google hangouts (22) 8.3 orange bar have a STREAMING FILMS skype (298) 8.2 base less than 50 viber (12) virgin TV any. (11) 9.0 7.3 and are shown for base <10: faceflow, line, google play (14) 8.7 ooVoo, tango, weChat completeness only amazon prime (38) 8.5 Is your brand shown? sky go (53) 8.5 VIDEO GAMING Get in touch with us if now TV (18) 8.4 gaming (710) 8.0 you’d like us to run a bbc iPlayer (154) 8.4 study bespoke for you with larger base sizes netflix (108) 8.4 PAID TV SUBSCRIPTIONS 4OD (26) 8.1 talk talk (26) 8.5 bittorrent (15) 8.0 virgin media (94) 8.3 iTunes (12) 7.9 sky (233) 8.2 ITV player (20) 7.9 BT sport (34) 8.1 base <10: blinkbox, chromecast, demand 5, plex, sony video BT TV (26) 7.5 unlimited, xbox video
92 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction google music/play (35) 8.6 google+ (15) 9.0 spotify (187) 8.6 google drive (29) 8.8 by service on soundcloud (29) 8.3 picasa (24) 8.7 iTunes (194) 8.3 apple photostream (10) 8.7 desktop PC amazon cloud (29) 7.7 instagram (16) 8.7 blinkbox music (20) 7.7 pinterest (10) 8.4 (2 of 4) last.fm (22) 7.6 onedrive (16) 8.4 shazam (11) 7.1 facebook (117) 8.4 base <10: jango, deezer, myspace photoshop (39) 8.4 music, napster, nokia mixradio, plex, apple iPhoto (23) 8.3 qobuz, rdio, sony music unlimited win media player (31) 8.2 dropbox (71) 8.1 photobucket (18) 8.1 MUSIC/VIDEO CREATION apple iCloud (57) 8.0 cyberlink powerdvd (20) 8.8 flickr (21) 8.0 sony movie studio (16) 8.7 gimp (12) 8.0 CAUTION cubase (16) 8.5 tumblr (11) 7.9 sony music studio (18) 8.4 paint (10) 7.7 services with an win. movie maker (56) 8.0 amazon cloud (32) 7.2 orange bar have a adobe audition (32) 7.9 base <10: canon irista base less than 50 nero (36) 7.9 and are shown for completeness only sony vegas (14) 7.5 CLOUD STORAGE adobe creative suite (37) 7.5 Is your brand shown? onedrive (41) 8.6 autodesk (15) 7.4 Get in touch with us if base <10: garage band, pinacle google drive (96) 8.5 you’d like us to run a studio, premiere elements, reason, dropbox (116) 8.5 study bespoke for you roxio with larger base sizes apple iCloud (98) 8.2 BT cloud (23) 8.1 eBOOKS amazon cloud (68) 7.5 read eBooks (278) 7.2 base <10: box, evernote, wd my cloud
93 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS satisfaction mic. office 365 (65) 8.8 kaspersky (83) 9.0 iWork (12) 8.8 norton/symantec (156) 8.8 by service on microsoft office (430) 8.7 avast (182) 8.6 openoffice (73) 8.5 eset NOD 32 (12) 8.5 avg (307) 8.5 desktop PC google docs (39) 8.3 panda (19) 8.5 adobe acrobat (40) 8.1 mcafee (205) 8.5 (3 of 4) linkedin (36) 7.9 zone alarm (12) 8.4 base <10: onenote, polaris, presto, prezi, salesforce.com ms sec essentials (97) 8.3 windows defender (37) 8.2 EMAIL bitdefender (14) 8.2 avira (23) 7.9 office 365 (15) 9.2 base <10: lookout, trend micro gmail (280) 9.0 mozilla thunderbird (33) 8.8 ONLINE GAMBLING aol (65) 8.7 paddy power (44) hotmail (340) 8.7 8.7 CAUTION sky bet (33) 8.6 windows mail (45) 8.6 bet365 (36) 8.5 services with an outlook (181) 8.6 ladbrokes (62) 8.4 orange bar have a yahoo! mail (210) 8.6 bet victor (10) 8.3 base less than 50 apple iCloud (22) 8.4 william hill (59) 8.2 and are shown for 8.2 default app (17) betfair (39) 8.2 completeness only base <10: opera mail base <10: 32red, 666, 888casino, 888poker, 888sports, betdirect, Is your brand shown? betfred, bwin, pkr, party bets, party Get in touch with us if INSTANT MESSAGING casino, party poker, pokerstars, sky you’d like us to run a twitter (33) 8.8 poker, sky vegas, stan james, unibet, study bespoke for you yahoo! messenger (24) 8.7 with larger base sizes f/book messenger (220) 8.6 skype (110) 8.0 aim (12) 7.8 base <10: iMessage, line, weChat,
94 ONLINE DATING ONLINE BANKING satisfaction eharmony (14) 8.7 rbs (42) 9.0 zoosk (19) 8.7 co-operative (32) 9.0 by service on cupid (16) 8.3 tesco bank (10) 8.9 match.com (25) 8.0 first direct (33) 8.8 desktop PC pof (31) 7.3 tsb (47) 8.8 base <10: dating direct, elite singles, paypal (36) 8.8 just singles, lovestruck, okcupid, (4 of 4) parship natwest (117) 8.7 barclays (165) 8.7 nationwide (77) 8.7 ONLINE SHOPPING halifax (123) 8.7 asos (10) 9.3 santander (90) 8.7 sainsbury's (19) 9.0 lloyds (121) 8.5 argos (20) 8.9 hsbc (87) 8.4 amazon (695) 8.8 capital one (11) 8.3 eBay (203) 8.8 base <10: ulster, wonga, yorkshire asda (49) 8.6 CAUTION tesco direct (83) 8.6 NAVIGATION/MAPS base <10: amazon local, boots, services with an debenhams, dorothy perkins, etsy, apple maps (11) 8.8 orange bar have a house of fraser, iceland, jdsports, john yahoo! maps (12) 8.8 lewis, m&s, miss selfridge, morrisons, base less than 50 mothercare, ocado, next, qvc, river google earth (56) 8.7 and are shown for island, sports direct, top man, top completeness only shop, waitrose, wish, zara, garmin (17) 8.6 google maps (556) 8.3 Is your brand shown? tomtom (36) 8.1 Get in touch with us if bing maps (15) 7.3 you’d like us to run a base <10: citymapper, copilot, falk, study bespoke for you foursquare, here maps, mapquest, with larger base sizes navigon, openstreet maps, stay.com, telenav, unlike, waze, wikimapia, yelp, zagat, zygic
95 satisfaction with laptop/netbook usage
96 mean user rating out of 10.0 browse internet (2,009) 8.7 laptop/netbook search (1,986) 8.7 email (1,932) 8.7 activity security/antivirus (1,631) 8.6 online banking (1,549) 8.5 satisfaction user/owners, 16-64 online shopping (1,789) 8.5 work/office (1,039) 8.3 facebook (1,519) 8.3 We focus exclusively on laptop YouTube (1,591) 8.2 satisfaction in this chapter, starting instant message (894) 8.2 here with general satisfaction with stream TV shows (1,096) 8.1 the different activities. watch paid TV sub (585) 8.1 stream music (1,066) 8.1 We see that we are most satisfied cloud storage (707) with basic online activities like 8.1 browsing and search on a laptop stream films (887) 8.1 and least satisfied with reading maps/navigation (1,239) 8.0 eBooks. photo storage/edit (907) 8.0 twitter (746) 8.0 Overleaf we break this down further, video calls (731) 8.0 looking at satisfaction with individual video gaming (905) 7.9 branded services on laptop. online gambling (536) 7.9 music/video create (474) 7.6 online dating (281) 7.6 read eBooks (404) 7.5 on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [LAPTOP/NETBOOK]? – base size in parentheses 97 MAJOR SOCIAL STREAMING TV SHOWS satisfaction facebook (1,519) 8.3 bittorrent (16) 9.2 youtube (1,591) 8.2 netflix (173) 8.7 by service on twitter (746) 8.0 amazon prime (40) 8.5 bbc iPlayer (426) 8.4 laptop/netbook BROWSING INTERNET ITV player (53) 8.3 safari (110) 9.0 sky go (80) 8.3 (1 of 4) opera (23) 9.0 4OD (81) 8.2 chrome (914) 8.8 TVcatchup (23) 7.9 firefox (395) 8.6 google play (12) 7.9 IE (452) 8.6 now TV (15) 7.8 base <10: dolphin demand 5 (10) 7.8 BT sport (13) 7.3 SEARCH ENGINES iTunes (17) 7.3 google (1,702) 8.9 base <10: blinkbox, chromecast, eurosport player, plex, sony video unlimited, twitch, yahoo! (92) 8.6 virgin tv anywhere, wuaki tv, xbox video bing (57) 8.5 CAUTION aol search (21) 8.2 VIDEO CALLS ask jeeves (20) 7.3 google hangouts (22) 8.8 services with an facetime (33) 8.5 orange bar have a STREAMING FILMS skype (506) 8.2 base less than 50 google play (18) 8.7 viber (18) 8.1 and are shown for netflix (200) 8.7 faceflow (12) 7.4 completeness only blinkbox (13) 8.4 base <10: line, ooVoo, weChat Is your brand shown? sky go (82) 8.4 Get in touch with us if amazon prime (52) 8.4 VIDEO GAMING you’d like us to run a now TV (22) 8.3 gaming (905) 7.9 study bespoke for you iTunes (12) 8.3 with larger base sizes bbc iPlayer (244) 8.3 PAID TV SUBSCRIPTIONS 4OD (42) 8.0 BT sport (37) 8.2 ITV player (31) 8.0 sky (340) 8.2 bittorrent (20) 7.7 virgin media (117) 8.0 chromecast (12) 7.7 BT TV (28) 7.6 base <10: demand 5, plex, sony talk talk (38) 7.5 video unlimited, virgin tv anywhere, xbox video 98 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction myspace music (11) 8.6 apple photostream (12) 8.8 soundcloud (36) 8.4 dropbox (97) 8.7 by service on last.fm (27) 8.4 onedrive (33) 8.7 spotify (278) 8.4 facebook (185) 8.6 laptop/netbook iTunes (283) 8.3 pinterest (16) 8.5 google music/play (59) 8.2 picasa (38) 8.4 (2 of 4) amazon cloud (39) 7.7 google drive (27) 8.3 blinkbox music (22) 7.3 google+ (22) 8.3 shazam (16) 6.6 apple iPhoto (35) 8.2 base <10: deezer, jango, napster, nokia mixradio, photobucket (18) 8.2 plex, qobuz, rdio, sony music unlimited win media player (48) 8.1 paint (15) 7.9 MUSIC/VIDEO CREATION flickr (23) 7.9 sony music studio (12) 8.7 instagram (29) 7.9 sony movie studio (13) 8.7 photoshop (39) 7.8 tumblr (14) 7.8 adobe audition (33) 8.3 CAUTION apple iCloud (75) 7.6 adobe creative suite (48) 8.2 amazon cloud (36) 6.9 services with an nero (35) 8.2 base <10: canon irista, gimp cyberlink powerdvd (22) 8.1 orange bar have a cubase (17) 7.7 base less than 50 garageband (17) 7.7 CLOUD STORAGE and are shown for dropbox (151) win movie maker (86) 7.6 8.6 completeness only sony vegas (13) 7.6 onedrive (67) 8.4 Is your brand shown? autodesk (17) 6.9 BT cloud (28) 8.3 Get in touch with us if roxio (12) 6.6 google drive (122) 8.3 you’d like us to run a study bespoke for you base <10: pinacle studio, premiere elements, apple iCloud (149) 8.2 reason with larger base sizes amazon cloud (87) 7.6 base <10: box, evernote, wd my cloud eBOOKS read eBooks (404) 7.5
99 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS satisfaction microsoft office (603) 8.6 zone alarm (12) 9.3 mic. office 365 (79) 8.5 eset nod 32 (21) 8.9 by service on adobe acrobat (45) 8.5 panda (21) 8.9 openoffice (89) 8.4 norton/symantec (240) 8.8 laptop/netbook linkedin (43) 8.4 kaspersky (100) 8.7 google docs (56) 8.3 avg (403) 8.6 (3 of 4) iWork (10) 8.3 avast (246) 8.6 prezi (11) 7.9 bitdefender (15) 8.5 base <10: onenote, polaris, presto, ms sec essentials (123) 8.5 salesforce.com mcafee (305) 8.4 avira (33) 8.3 EMAIL windows defender (44) 8.0 mozilla thunderbird (24) 9.1 base <10: lookout, trend micro windows mail (60) 9.0 gmail (413) 9.0 office 365 (19) 8.8 ONLINE GAMBLING CAUTION hotmail (582) 8.8 paddy power (53) 8.5 yahoo! mail (303) 8.7 betfair (43) 8.4 services with an aol (83) 8.6 william hill (75) 8.2 orange bar have a outlook (232) 8.5 bet365 (50) 8.2 base less than 50 default app (33) 8.2 betfred (12) 8.1 and are shown for apple iCloud (23) 8.2 bet victor (11) 8.1 completeness only base <10: opera mail ladbrokes (75) 8.0 Is your brand shown? sky bet (40) 8.0 Get in touch with us if 32red (11) 7.7 you’d like us to run a INSTANT MESSAGING study bespoke for you f/book messenger (320) 8.5 888poker (12) 7.6 with larger base sizes yahoo! messenger (35) 8.3 888casino (10) 6.5 base <10: 666, 888sports, bet direct, bwin, full twitter (45) 8.3 tilt, party bets, party casino, party poker, pkr, skype (130) 8.3 pokerstars, sky poker, sky vegas, stan james, iMessage (17) 8.1 unibet aim (13) 8.0 base <10: line, weChat
100 ONLINE DATING ONLINE BANKING satisfaction okcupid (10) 8.7 rbs (56) 9.1 eharmony (18) 8.7 nationwide (117) 8.9 by service on pof (50) 8.4 lloyds (205) 8.9 dating direct (12) 8.3 first direct (42) 8.8 laptop/netbook match.com (35) 7.7 halifax (192) 8.8 cupid (20) 7.1 tsb (60) 8.8 (4 of 4) zoosk (21) 6.9 tesco bank (14) 8.8 base <10: elite singles, just singles, lovestruck, santander (133) 8.7 parship paypal (42) 8.6 barclays (212) 8.5 ONLINE SHOPPING hsbc (126) 8.5 m&s (13) 9.2 natwest (184) 8.4 john lewis/PJ (11) 9.2 co-operative (43) 8.2 base <10: capital one, ulster, wonga, argos (28) 9.1 yorkshire waitrose (10) 9.1 asos (19) 9.1 CAUTION sainsbury's (29) 9.0 NAVIGATION/MAPS services with an eBay (299) 8.8 garmin (20) 8.9 orange bar have a amazon (970) 8.8 google maps (785) 8.4 base less than 50 next (15) 8.8 yahoo! maps (17) 8.2 and are shown for tesco direct (134) 8.7 tomtom (61) 8.2 completeness only sports direct (10) 8.6 bing maps (30) 8.1 amazon local (10) 8.5 Is your brand shown? google earth (82) 8.0 Get in touch with us if top man (11) 8.2 apple maps (20) 8.0 you’d like us to run a asda (64) 8.1 base <10: citymapper, copilot, falk, foursquare, study bespoke for you here maps, map quest, navigon, open street top shop (12) 7.2 maps, stay.com, telenav, unlike, waze, with larger base sizes base <10: boots, debenhams, dorothy perkins, wikimapia, yelp, zagat, zygic etsy, house of fraser, iceland, jd sports, ocado, miss selfridge, morrisons, mothercare, qvc, river island, wish, zara
101 satisfaction with tablet usage
102 mean user rating out of 10.0 search (1,308) 8.4 tablet activity browse internet (1,340) 8.4 email (1,162) 8.3 satisfaction instant message (685) 8.2 user/owners, 16-64 security/antivirus (1,111) 8.2 online banking (773) 8.2 read eBooks (589) 8.2 YouTube (1,053) We focus exclusively on tablet 8.1 satisfaction in this chapter, starting facebook (1,018) 8.1 here with general satisfaction with online shopping (1,022) 8.1 the different activities. watch paid TV sub (475) 8.1 stream TV shows (742) 8.1 We see that we are most satisfied stream music (706) 8.0 with basic online activities like search video gaming (782) 8.0 and browsing on a tablet and least photo storage/edit (624) 8.0 satisfied with reading eBooks and using work software/apps. twitter (524) 7.9 stream films (625) 7.9 Overleaf we break this down further, cloud storage (538) 7.9 looking at satisfaction with individual video calls (527) 7.8 branded services on tablet. maps/navigation (786) 7.8 online gambling (374) 7.6 music/video create (308) 7.5 work/office (500) 7.5 online dating (207) 7.5 on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [TABLET]? – base size in parentheses 103 MAJOR SOCIAL STREAMING TV SHOWS satisfaction youtube (1,053) 8.1 netflix (122) 8.8 facebook (1,018) 8.1 sky go (80) 8.7 by service on twitter (524) 7.9 ITV player (23) 8.7 bittorrent (10) 8.7 tablet BROWSING INTERNET google play (10) 8.7 opera (12) 8.7 amazon prime (32) 8.6 (1 of 4) chrome (531) 8.5 4OD (40) 8.3 safari (135) 8.4 bbc iPlayer (253) 8.3 firefox (193) 8.3 TVcatchup (22) 8.2 IE (149) 8.1 now TV (14) 8.2 base <10: dolphin virgin TV any. (10) 8.0 blinkbox (10) 7.9 SEARCH ENGINES iTunes (11) 7.8 google (1,135) 8.7 BT sport (15) 7.3 base <10: chromecast, demand 5, yahoo! (57) 8.2 eurosport player, plex, sony video bing (24) 7.3 unlimited, twitch, wuaki tv CAUTION ask jeeves (13) 7.3 aol search (15) 7.2 VIDEO CALLS services with an facetime (91) 8.7 orange bar have a skype (297) 8.2 STREAMING FILMS base less than 50 google hangouts (22) 7.9 and are shown for google play (20) 9.0 viber (16) 7.3 completeness only chromecast (15) 8.7 base <10: faceflow, fring, line, ooVoo, ITV player (12) 8.6 tango, weChat Is your brand shown? netflix (137) 8.5 Get in touch with us if sky go (70) 8.4 VIDEO GAMING you’d like us to run a gaming (782) 8.0 study bespoke for you virgin TV any. (13) 8.2 with larger base sizes blinkbox (10) 8.2 bbc iPlayer (153) 8.1 PAID TV SUBSCRIPTIONS now TV (20) 8.1 BT sport (35) 8.3 amazon prime (46) 8.0 sky (275) 8.2 4OD (27) 7.5 talk talk (24) 8.1 base <10: bittorrent, demand 5, virgin media (94) 7.8 iTunes, plex, sony video unlimited, BT TV (29) 7.7 xbox video
104 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction soundcloud (21) 9.1 picasa (15) 9.3 last.fm (12) 8.8 facebook (122) 8.6 by service on spotify (191) 8.5 apple iPhoto (27) 8.5 iTunes (129) 8.5 google+ (17) 8.4 tablet amazon cloud (36) 8.3 apple iCloud (64) 8.4 google music/play (45) 8.1 pinterest (11) 8.3 (2 of 4) shazam (11) 7.6 google drive (24) 8.3 blinkbox music (18) 7.5 dropbox (72) 8.1 sony music unlim. (10) 6.2 flickr (15) 8.0 base <10: deezer, jango, myspace music, instagram (24) 7.9 napster, nokia mixradio, plex, qobuz, rdio amazon cloud (33) 7.6 onedrive (19) 7.5 MUSIC/VIDEO CREATION tumblr (11) 7.1 cyberlink powerdvd (18) base <10: apple photostream, canon irista, 8.6 photobucket, windows media player sony music studio (16) 8.5 sony movie studio (13) 8.2 CAUTION cubase (12) 8.1 CLOUD STORAGE adobe audition (30) 7.4 BT cloud (16) 8.8 services with an adobe creative suite (27) 7.3 dropbox (107) 8.4 orange bar have a nero (19) 7.3 apple iCloud (160) 8.3 base less than 50 base <10: autodesk, garageband, pinacle google drive (87) 8.3 and are shown for studio, premiere elements, reason, roxio, sony onedrive (23) 8.0 completeness only vegas, windows movie maker amazon cloud (76) 7.2 Is your brand shown? base <10: box, evernote, wd my cloud Get in touch with us if you’d like us to run a eBOOKS study bespoke for you read eBooks (589) 8.2 with larger base sizes
105 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS satisfaction mic. office 365 (31) 8.6 windows defender (16) 8.8 linkedin (37) 8.0 panda (17) 8.7 by service on google docs (37) 8.0 avg (200) 8.5 adobe acrobat (30) 7.8 bitdefender (11) 8.3 tablet microsoft office (200) 7.7 mcafee (145) 8.2 openoffice (32) 7.1 norton/symantec (90) 8.0 (3 of 4) base <10: iWork, onenote, polaris, presto, ms sec essentials (24) 7.9 prezi, salesforce.com avast (113) 7.9 kaspersky (56) 7.9 EMAIL avira (19) 7.2 windows mail (21) 9.3 base <10: eset nod 32, lookout, trend micro, gmail (299) 8.7 zone alarm yahoo! mail (175) 8.5 office 365 (13) 8.5 hotmail (304) 8.4 ONLINE GAMBLING outlook (121) 8.3 betfred (10) 8.5 CAUTION default app (16) 8.3 william hill (50) 8.3 aol (49) 7.9 betfair (19) 8.2 services with an apple iCloud (27) 7.9 paddy power (43) 8.1 orange bar have a base <10: mozilla thunderbird, opera mail bet365 (34) 7.9 base less than 50 ladbrokes (46) 7.8 and are shown for sky bet (29) 7.6 completeness only 32red (11) 6.4 INSTANT MESSAGING Is your brand shown? 888poker (12) 6.4 iMessage (48) 8.7 Get in touch with us if base <10: 666, 888casino, 888sports, bet f/book messenger (227) 8.6 you’d like us to run a direct, bet victor, bwin, full tilt, party bets, study bespoke for you yahoo! messenger (26) 8.3 party casino, party poker, pkr, pokerstars, sky with larger base sizes twitter (31) 8.2 poker, sky vegas, stan james, unibet skype (99) 8.2 aim (11) 6.8 base <10: chaton, line, slingshot, snapchat, tango, weChat
106 ONLINE DATING ONLINE BANKING satisfaction pof (31) 8.4 rbs (33) 9.2 tinder (15) 8.3 nationwide (51) 9.1 by service on match.com (20) 8.1 tesco bank (11) 8.5 eharmony (19) 8.1 paypal (25) 8.5 tablet cupid (20) 7.7 santander (76) 8.5 lloyds (92) grindr (10) 7.5 8.5 (4 of 4) zoosk (18) 7.4 hsbc (66) 8.4 base <10: dating direct, elite singles, just halifax (87) 8.4 singles, lovestruck, okcupid, parship barclays (113) 8.3 first direct (18) 8.3 tsb (23) 8.1 natwest (76) 7.8 ONLINE SHOPPING co-operative (21) 7.7 next (16) 9.1 base <10: capital one, ulster, wonga, eBay (167) 8.7 yorkshire amazon (533) 8.5 asda (41) 8.5 CAUTION tesco direct (63) 8.3 NAVIGATION/MAPS argos (14) 8.0 garmin (16) services with an 7.9 9.0 orange bar have a asos (10) yahoo! maps (16) 8.5 base <10: amazon local, boots, debenhams, base less than 50 dorothy perkins, etsy, house of fraser, iceland, google earth (40) 8.2 and are shown for jd sports, john lewis, m&s, miss selfridge, google maps (459) 8.1 morrisons, mothercare, ocado, qvc, river completeness only island, sainsbury’s, sports direct, topman, bing maps (12) 8.0 topshop, waitrose, wish, zara apple maps (50) 7.8 Is your brand shown? tomtom (40) 7.6 Get in touch with us if base <10: citymapper, copilot, falk, you’d like us to run a foursquare, here maps, map quest, navigon, study bespoke for you open street maps, stay.com, telenav, unlike, with larger base sizes waze, wikimapia, yelp, zagat, zygic
107 satisfaction with laptop/tablet hybrid usage
108 mean user rating out of 10.0 browse internet (546) 8.5 laptop/tablet watch paid TV sub (263) 8.4 email (511) 8.4 hybrid activity search (529) 8.3 facebook (452) 8.3 satisfaction user/owners, 16-64 online banking (413) 8.3 security/antivirus (520) 8.2 online shopping (488) 8.2 We focus exclusively on laptop/tablet work/office (336) 8.2 hybrid device satisfaction in this stream TV shows (354) 8.1 chapter, starting here with general video gaming (346) 8.1 satisfaction with the different YouTube (462) 8.1 activities. cloud storage (265) 8.0 We see that we are most satisfied photo storage/edit (338) 8.0 with browsing and watching paid TV twitter (270) 7.9 subscription streams on a hybrid and stream music (358) 7.9 least satisfied with reading eBooks. video calls (282) 7.9 Overleaf we break this down further, instant message (332) 7.9 looking at satisfaction with individual stream films (336) 7.8 branded services on hybrid devices. maps/navigation (368) 7.8 music/video create (235) 7.7 online gambling (239) 7.7 online dating (170) 7.6 read eBooks (211) 7.5 on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [LAPTOP/TABLET HYBRID]? – base size in parentheses 109 MAJOR SOCIAL STREAMING TV SHOWS satisfaction facebook (452) 8.3 BT sport (14) 9.0 youtube (462) 8.1 sky go (34) 8.5 by service on twitter (270) 7.9 bbc iPlayer (94) 8.5 4OD (21) 8.4 laptop/tablet BROWSING INTERNET netflix (51) 8.3 amazon prime (19) chrome (259) 8.8 8.3 hybrid opera (13) 8.6 TVcatchup (14) 8.0 IE (92) 8.5 ITV player (15) 7.9 base <10: bittorrent, blinkbox, chromecast, (1 of 4) firefox (110) 8.4 demand 5, eurosport player, google play, safari (32) 8.3 iTunes, now tv, plex, sony video unlimited, base <10: dolphin twitch, virgin tv anywhere, wuaki tv, xbox video
SEARCH ENGINES VIDEO CALLS google hangouts (15) 8.6 aol search (13) 8.8 skype (162) 8.5 google (430) 8.7 CAUTION viber (10) 7.3 bing (19) 8.1 base <10: faceflow, fring, line, services with an yahoo! (31) 8.1 ooVoo, tango, weChat base <10: ask jeeves orange bar have a base less than 50 VIDEO GAMING and are shown for STREAMING FILMS gaming (346) 8.1 completeness only ITV player (15) 9.1 sky go (37) 8.6 Is your brand shown? PAID TV SUBSCRIPTIONS Get in touch with us if blinkbox (10) 8.4 you’d like us to run a netflix (57) 8.4 BT sport (27) 8.6 study bespoke for you bbc iPlayer (74) 8.3 virgin media (43) 8.5 with larger base sizes google play (15) 8.1 sky (152) 8.4 4OD (12) 7.9 talk talk (20) 8.2 now TV (11) 7.8 BT TV (19) 8.0 amazon prime (26) 7.2 base <10: bittorrent, chromecast, demand 5, iTunes, plex, sony video unlimited, virgin tv anywhere, xbox video
110 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction soundcloud (12) 9.1 google+ (10) 9.3 amazon cloud (18) 8.8 onedrive (12) 8.9 by service on google music/play (22) 8.7 facebook (77) 8.7 iTunes (99) 8.2 apple iCloud (34) 8.5 laptop/tablet spotify (74) 8.0 amazon cloud (22) 8.2 blinkbox music (12) 7.0 photoshop (12) 8.2 base <10: deezer, jango, last.fm, myspace dropbox (34) 8.0 hybrid music, napster, nokia mixradio, plex, qobuz, rdio, shazam, sony music unlimited apple iPhoto (17) 7.8 base <10: apple photostream, canon irista, flickr, (2 of 4) google drive, gimp, instagram, paint, photobucket, picasa, pinterest, tumblr, windows media player MUSIC/VIDEO CREATION adobe creative suite (15) 8.8 cyberlink powerdvd (16) 8.6 nero (14) 8.5 CLOUD STORAGE sony music studio (14) 8.4 dropbox (48) 9.0 CAUTION autodesk (10) 8.0 onedrive (18) 9.0 adobe audition (22) 7.5 apple iCloud (55) 8.4 services with an cubase (12) 7.1 google drive (48) 8.3 orange bar have a base <10: garageband, pinacle premiere BT cloud (10) 7.6 base less than 50 elements, studio, reason, roxio, sony movie studio, sony vegas, windows movie maker amazon cloud (49) 7.5 and are shown for base <10: box, evernote, wd my cloud completeness only Is your brand shown? Get in touch with us if eBOOKS you’d like us to run a read eBooks (211) 7.5 study bespoke for you with larger base sizes
111 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS satisfaction adobe acrobat (27) 8.9 ms sec essentials (24) 8.6 microsoft office (139) 8.7 avg (110) 8.4 by service on mic. office 365 (32) 8.4 avast (83) 8.4 google docs (29) 8.2 kaspersky (45) 8.4 laptop/tablet linkedin (27) 8.1 mcafee (83) 8.1 openoffice (28) 8.1 norton/symantec (55) 8.0 base <10: iWork, onenote, polaris, presto, hybrid prezi, salesforce.com bitdefender (11) 7.9 windows defender (18) 7.2 (3 of 4) EMAIL base <10: avira, eset nod 32, lookout, panda, trend micro, zone alarm apple iCloud (16) 9.1 gmail (128) 8.9 windows mail (11) 8.7 yahoo! mail (76) 8.7 ONLINE GAMBLING aol (30) 8.5 william hill (32) 8.7 outlook (49) 8.5 bet365 (24) 8.3 CAUTION hotmail (147) 8.5 sky bet (21) 8.0 office 365 (15) 7.9 paddy power (24) 7.8 services with an base <10: mozilla thunderbird, opera mail, default app on device ladbrokes (22) 7.7 orange bar have a betfair (12) 7.6 base less than 50 base <10: 32red, 666, 888casino, 888poker, and are shown for INSTANT MESSAGING 888sports, bet direct, bet victor, betfred, bwin, completeness only f/book messenger (103) 8.5 party bets, party poker, pkr, pokerstars, sky poker, sky vegas, stan james, unibet Is your brand shown? yahoo! messenger (12) 8.2 Get in touch with us if skype (57) 8.2 you’d like us to run a twitter (16) 7.6 study bespoke for you base <10: aim, chaton, line, snapchat, tango, with larger base sizes weChat
112 ONLINE DATING ONLINE BANKING satisfaction match.com (23) 8.1 paypal (16) 9.2 eharmony (16) 7.7 tsb (19) 9.0 by service on cupid (19) 7.5 rbs (18) 9.0 pof (21) 7.4 lloyds (48) 8.8 laptop/tablet zoosk (14) 7.4 halifax (46) 8.8 base <10: dating direct, elite singles, just barclays (77) 8.7 singles, lovestruck, okcupid, parship hsbc (37) 8.3 hybrid santander (27) 8.2 (4 of 4) nationwide (28) 8.0 ONLINE SHOPPING co-operative (13) 8.0 tesco direct (32) 8.8 natwest (27) 7.7 eBay (78) 8.8 tesco bank (10) 7.6 amazon (243) 8.7 base <10: capital one, first direct, ulster, wonga, yorkshire argos (11) 7.9 asda (22) 7.5 CAUTION base <10: amazon local, asos, boots, NAVIGATION/MAPS debenhams, dorothy perkins, etsy, house of fraser, iceland, jd sports, john lewis, m&s, yahoo! maps (11) 9.2 services with an morrisons, mothercare, next, ocado , qvc, google earth (20) 9.1 orange bar have a river island, sainsbury’s, sports direct, topman, topshop, waitrose, wish, zara tomtom (25) 8.5 base less than 50 google maps (179) 8.2 and are shown for base <10: apple maps, bing maps, completeness only citymapper, copilot, falk, foursquare, garmin, here maps, map quest, navigon, open street Is your brand shown? maps, stay.com, telenav, unlike, waze, Get in touch with us if wikimapia, yelp, zagat, zygic you’d like us to run a study bespoke for you with larger base sizes
113 satisfaction with smartphone usage
114 mean user rating out of 10.0 instant message (1,229) 8.5 smartphone online banking (1,110) 8.3 search (1,902) 8.3 activity email (1,786) 8.2 facebook (1,538) 8.1 satisfaction browse internet (1,928) 8.1 user/owners, 16-64 twitter (849) 8.0 stream music (1,053) 8.0 We focus exclusively on smartphone cloud storage (698) 8.0 satisfaction in this chapter, starting YouTube (1,467) 8.0 here with general satisfaction with watch paid TV sub (496) 8.0 the different activities. health/fitness (599) 8.0 photo storage/edit (916) 8.0 We see that we are most satisfied maps/navigation (1,446) 8.0 with messaging our friends, online video calls (661) 7.9 banking and search, and least security/antivirus (1,685) 7.9 satisfied with reading using work apps on a smartphone. online shopping (1,251) 7.9 video gaming (1,064) 7.8 Overleaf we break this down further, stream TV shows (771) 7.8 looking at satisfaction with individual stream films (677) 7.7 branded services on smartphones. online gambling (493) 7.7 read eBooks (509) 7.6 music/video create (379) 7.5 online dating (298) 7.4 work/office (587) 7.4 on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [SMARTPHONE]? – base size in parentheses 115 MAJOR SOCIAL STREAMING TV SHOWS satisfaction facebook (1,538) 8.1 BT sport (18) 8.7 twitter (849) 8.0 google play (11) 8.6 by service on youtube (1,467) 8.0 bittorrent (12) 8.5 sky go (74) 8.4 smartphone BROWSING INTERNET netflix (132) 8.4 safari (162) 8.6 4OD (49) 8.3 (1 of 4) opera (20) 8.6 TVcatchup (22) 8.3 chrome (777) 8.4 iTunes (16) 8.0 IE (255) 8.0 bbc iPlayer (219) 8.0 firefox (264) 7.9 now TV (14) 8.0 base <10: dolphin amazon prime (29) 7.8 ITV player (29) 7.5 SEARCH ENGINES base <10: blinkbox, chromecast, demand 5, google (1,643) 8.5 eurosport player, plex, sony video unlimited, twitch, virgin tv anywhere, wuaki tv, xbox video ask jeeves (11) 8.1 yahoo! (74) 8.1 CAUTION bing (38) 7.9 VIDEO CALLS facetime (121) aol search (23) 7.6 8.8 services with an google hangouts (26) 8.4 orange bar have a STREAMING FILMS skype (352) 8.0 base less than 50 chromecast (11) 9.0 viber (29) 7.9 and are shown for virgin tv any (13) 8.7 faceflow (14) 7.4 completeness only base <10: fring, line, ooVoo, tango, google play (20) 8.6 weChat netflix (144) 8.3 Is your brand shown? itunes (14) Get in touch with us if 8.2 VIDEO GAMING you’d like us to run a sky go (65) 8.1 gaming (1,064) 7.8 study bespoke for you amazon prime (43) 8.1 with larger base sizes now TV (19) 8.1 PAID TV SUBSCRIPTIONS bbc iPlayer (152) 7.7 BT sport (35) 8.3 ITV player (22) 7.6 sky (282) 8.2 4OD (34) 7.4 virgin media (94) 7.7 bittorrent (12) 7.3 base <10: blinkbox, demand 5, plex, sony talk talk (35) 7.5 video unlimited, xbox video, BT TV (28) 7.4
116 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction rdio (11) 9.2 instagram (69) 9.1 sony music unlimited (12) 9.1 apple photostream (12) 8.9 by service on nokia mixradio (10) 8.8 onedrive (30) 8.9 iTunes (163) 8.6 apple iPhoto (31) 8.6 smartphone soundcloud (42) 8.6 picasa (17) 8.4 google music/play (63) 8.4 facebook (197) 8.3 (2 of 4) last.fm (21) 8.3 dropbox (107) 8.3 spotify (281) 8.3 photobucket (14) 8.3 shazam (18) 8.0 googledrive (35) 8.2 amazon cloud (43) 8.0 apple iCloud (75) 8.0 myspace music (10) 8.0 google+ (29) 7.9 blinkbox music (25) 7.9 tumblr (14) 7.9 deezer (16) 7.8 pinterest (15) 7.9 base <10: jango, napster, plex, qobuz flickr (18) 7.5 amazon cloud (38) 7.5 MUSIC/VIDEO CREATION base <10: canon irista, windows media player CAUTION sony movie studio (16) 8.8 sony music studio (14) 8.7 eBOOKS services with an read eBooks (509) 7.6 cyberlink powerdvd (18) 8.2 orange bar have a adobe creative suite (30) 8.2 base less than 50 adobe audition (29) 7.7 NAVIGATION/MAPS and are shown for completeness only nero (22) 7.6 yahoo! maps (20) 8.6 cubase (17) 7.3 here maps (20) 8.6 Is your brand shown? autodesk (14) 7.3 citymapper (10) 8.5 Get in touch with us if base <10: garageband, pinacle studio, apple maps (104) 8.2 you’d like us to run a premiere elements, reason, roxio, sony vegas google maps (915) study bespoke for you 8.1 with larger base sizes CLOUD STORAGE google earth (61) 8.0 bing maps (18) 8.0 dropbox (138) 8.8 google drive (112) 8.4 tomtom (72) 7.9 apple iCloud (203) 8.3 garmin (21) 7.7 BT cloud (24) base <10: copilot, falk, foursquare, map 8.0 quest, navigon, open street maps, stay.com, onedrive (46) 8.0 telenav, unlike, waze, wikimapia, yelp, zagat, amazon cloud (80) 7.9 zygic base <10: box, evernote, wd my cloud 117 WORK/PRODUCTIVITY SECURITY/ANTIVIRUS satisfaction mic. office 365 (44) 8.5 panda (18) 8.8 linkedin (37) 8.2 kaspersky (71) 8.2 by service on google docs (45) 8.1 avast (150) 8.1 prezi (12) 8.0 eset nod 32 (10) 8.0 adobe acrobat (36) 7.9 norton/symantec (129) 7.9 smartphone microsoft office (233) 7.4 avg (288) 7.9 openoffice (39) 7.4 bitdefender (16) 7.9 (3 of 4) base <10: iWork, onenote, polaris, presto, windows defender (26) 7.8 salesforce.com ms sec essentials (41) 7.7 EMAIL avira (25) 7.5 mcafee (158) 7.4 windows mail (40) 8.7 base <10: lookout, trend micro, zone alarm gmail (448) 8.7 office 365 (22) 8.5 mozilla thunderbird (10) 8.5 ONLINE GAMBLING default app (26) 8.4 32red (10) 8.8 hotmail (519) 8.3 william hill (73) 8.2 CAUTION outlook (182) 8.3 888casino (11) 8.1 yahoo! mail (256) 8.3 services with an ladbrokes (59) 8.1 aol (73) 8.1 orange bar have a bet365 (47) apple iCloud (35) 7.9 8.0 base less than 50 base <10: opera mail paddy power (59) 7.9 and are shown for sky bet (38) 7.9 completeness only INSTANT MESSAGING betfair (33) 7.6 888poker (11) 7.5 Is your brand shown? line (11) 9.2 Get in touch with us if iMessage (111) 9.2 betfred (18) 7.2 you’d like us to run a whatsapp (359) 9.1 base <10: 666, 888sports, bet direct, bet study bespoke for you victor, bwin, party bets, party poker, pkr, with larger base sizes bbm (36) 8.8 poker stars, sky poker, sky vegas, stan james, f/book messenger (372) 8.4 unibet skype (123) 8.3 twitter (47) 8.2 yahoo! messenger (31) 7.8 aim (11) 7.6 base <10: chaton, slingshot, snapchat, tango, weChat
118 ONLINE DATING ONLINE SHOPPING satisfaction eBay (237) 8.4 cupid (23) 8.6 dating direct (11) 8.5 asos (16) 8.3 by service on tinder (29) 8.1 amazon (621) 8.2 tesco direct (83) match.com (31) 8.0 8.2 smartphone grindr (14) 7.9 argos (15) 8.1 sainsbury's (15) 7.8 zoosk (20) 7.8 asda (47) 7.8 (4 of 4) eharmony (27) 7.8 top man (10) pof (50) 7.6 7.8 base <10: elite singles, just singles, lovestruck, next (14) 7.7 okcupid, parship base <10: amazon local, boots, debenhams, dorothy perkins, etsy, iceland, jd sports, john lewis, m&s, morrisons, mothercare, ocado, qvc, river island, sports direct, topshop, waitrose, wish, zara ONLINE BANKING rbs (51) 9.2 HEALTH/FITNESS tesco bank (13) 9.2 sports tracker (11) 9.1 lloyds (141) 8.7 fitbit (11) 8.9 paypal (39) 8.6 CAUTION map my fitness (29) 8.8 tsb (40) 8.6 s health (20) 8.8 services with an co-operative (23) 8.6 orange bar have a barclays (175) 8.6 map my ride gps (12) 8.8 walk with map (17) base less than 50 natwest (138) 8.4 8.6 and are shown for capital one (11) 8.4 my fitnesspal (83) 8.6 completeness only nationwide (66) 8.4 caloriecounter (32) 8.5 halifax (121) 8.3 runtastic pro (10) 8.4 Is your brand shown? cyclemeter (10) Get in touch with us if santander (79) 8.3 8.4 you’d like us to run a first direct (29) 8.2 runkeeper (19) 8.3 study bespoke for you hsbc (90) 8.1 abs workout (24) 8.2 with larger base sizes base <10: ulster, wonga, yorkshire weight watchers (14) 8.2 nike+ (39) 8.1 endomondo (12) 7.9 argus (15) 7.5 base <10: fitsby, noom, run with map my run, slimming world, sparkpeople, strava, tempo run
119 satisfaction with games console usage
120 games console mean user rating out of 10.0 video gaming (1,112) 8.5 activity watch paid TV sub (352) 8.1 satisfaction stream TV shows (528) 7.9 user/owners, 16-64 stream films (491) 7.9 We focus exclusively on console instant message (333) 7.7 satisfaction in this chapter, starting here with general satisfaction with cloud storage (288) 7.6 the different activities. photo storage/edit (328) 7.6 Of course we’re most satisfied when video calls (261) 7.6 gaming on such machines, but streaming also appears to work well. twitter (259) 7.6 We’re least satisfied with more health/fitness (351) 7.5 general online activities like search and browsing. stream music (396) 7.5 Overleaf we break this down further, YouTube (589) 7.5 looking at satisfaction with individual branded services on consoles. search (542) 7.5 browse internet (611) 7.5
on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [CONSOLE]? – base size in parentheses 121 MAJOR SOCIAL STREAMING TV SHOWS satisfaction twitter (259) 7.6 now TV (12) 9.0 youtube (589) 7.5 netflix (126) 8.5 by service on BT sport (16) 8.2 bbc iPlayer (100) 8.2 games console SEARCH ENGINES amazon prime (31) 8.1 yahoo! (26) 8.1 4OD (36) 8.0 (1 of 2) aol search (14) 8.1 sky go (33) 7.8 google (420) 7.9 bittorrent (10) 7.8 ask jeeves (12) 6.9 TVcatchup (12) 7.6 bing (18) 6.4 ITV player (15) 7.6 iTunes (11) 6.0 base <10: blinkbox, chromecast, demand 5, eurosport player, google play, plex, sony video unlimited, twitch, STREAMING FILMS virgin tv anywhere, wuaki tv, xbox video google play (14) 8.9 VIDEO CALLS now TV (17) 8.7 CAUTION google hangouts (15) 8.5 netflix (141) 8.4 skype (125) 7.9 services with an bbc iPlayer (91) 7.8 viber (11) 7.3 orange bar have a sky go (38) 7.7 faceflow (12) 6.9 base less than 50 amazon prime (39) 7.7 base <10: line, ooVoo, weChat and are shown for blinkbox (10) 7.6 completeness only 4OD (24) 7.4 VIDEO GAMING Is your brand shown? base <10: bittorrent, chromecast, demand gaming (1,112) 8.5 Get in touch with us if 5, iTunes, ITV player, plex, sony video you’d like us to run a unlimited, virgin tv anywhere, xbox video, study bespoke for you PAID TV SUBSCRIPTIONS with larger base sizes BT sport (29) 8.5 talk talk (20) 8.2 sky (199) 8.2 virgin media (69) 7.8 BT TV (20) 7.1
122 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction onedrive (13) soundcloud (15) 8.1 9.0 spotify (66) 8.1 googledrive (12) 8.7 by service on last.fm (12) 7.9 dropbox (25) 8.5 iTunes (112) 7.5 apple iCloud (38) 8.0 games console google music/play (27) 7.4 pinterest (10) 7.8 blinkbox music (16) 7.1 facebook (74) 7.5 (2 of 2) amazon cloud (22) 6.5 apple iPhoto (10) 7.4 base <10: deezer, jango, myspace music, napster, nokia mixradio, plex, qobuz, rdio, windows media player (13) 7.1 shazam, sony music unlimited amazon cloud (29) 6.5 base <10: apple photostream, canon irista, flickr, google+, instagram, photobucket, picasa, tumblr CLOUD STORAGE google drive (46) 8.5 HEALTH/FITNESS apple iCloud (68) 8.0 zumba fitness dance (20) 8.6 dropbox (40) 7.9 wii fit (33) 8.3 CAUTION onedrive (13) 7.9 ea sports active (28) 8.1 BT cloud (16) 7.7 xbox fitness (21) 7.6 services with an amazon cloud (50) 7.3 base <10: abs workout, argus, caloriecounter, orange bar have a base <10: box, evernote, wd my cloud cyclemeter, endomondo, fitbit, fitsby, map my base less than 50 fitness, map my ride gps, my fitnesspal, nike+, noom, map my run, runkeeper, runtastic pro, and are shown for s health, slimming world, sparkpeople, sports completeness only INSTANT MESSAGING tracker, strava, tempo run, walk with map my skype (54) 8.3 walk, weight watchers Is your brand shown? aim (10) Get in touch with us if 7.9 you’d like us to run a f/book messenger (96) 7.8 study bespoke for you twitter (21) 7.8 with larger base sizes yahoo! messenger (10) 7.5 base <10: line, weChat
123 satisfaction with smart TV
124 smart TV activity mean user rating out of 10.0 satisfaction watch paid TV sub (1,248) 8.7 user/owners, 16-64 stream films (380) 8.1 stream TV shows (428) 8.1 We focus exclusively on smart TV satisfaction in this chapter, starting YouTube (418) 7.8 here with general satisfaction with the different activities. twitter (176) 7.7 emails (236) 7.7 Watching paid TV subscriptions (like Sky) show very high satisfaction, as photo storage/edit (214) 7.7 you’d expect from the native activity, stream music (287) but streaming also appears to work 7.7 well. Then we see some of the lower video gaming (267) 7.7 scores in PixelLife for other activities, including general online behaviours search (350) 7.7 like browsing. video calls (192) 7.7 Overleaf we break this down further, instant message (190) 7.6 looking at satisfaction with individual branded services on smart TVs. facebook (250) 7.6 browse internet (393) 7.5
on a scale of 1-10, where 1 is “not at all satisfied” and 10 is “extremely satisfied”, how would you rate this activity on a [SMART TV]? – base size in parentheses 125 MAJOR SOCIAL STREAMING TV SHOWS satisfaction YouTube (418) 7.8 amazon prime (22) 8.9 twitter (176) 7.7 bbc iPlayer (123) 8.6 by service on facebook (250) 7.6 sky go (38) 8.5 4OD (23) 8.4 smart TV TVcatchup (13) SEARCH ENGINES 8.3 ITV player (20) 8.3 aol search (10) (1 of 2) 9.1 now tv (11) 8.3 bing (16) 8.3 BT sport (12) 8.3 yahoo! (20) 8.2 netflix (73) 8.2 7.9 google (256) base <10: bittorrent, blinkbox, chromecast, base <10: ask jeeves demand 5, eurosport player, google play, itunes, plex, sony video unlimited, twitch, virgin tv anywhere, wuaki tv, xbox video
STREAMING FILMS VIDEO CALLS netflix (75) 8.8 skype (101) 8.3 now TV (19) 8.7 base <10: faceflow, google CAUTION itv player (14) 8.5 hangouts, line, ooVoo, viber, weChat sky go (44) 8.5 services with an bbc iPlayer (78) 8.4 orange bar have a amazon prime (34) 8.3 VIDEO GAMING base less than 50 and are shown for virgin tv any (10) 8.1 gaming (267) 7.7 4OD (16) 8.1 completeness only base <10: bittorrent, blinkbox, chromecast, Is your brand shown? demand 5, google play, itunes, itv player, plex, sony video unlimited, xbox video, PAID TV SUBSCRIPTIONS Get in touch with us if you’d like us to run a sky (720) 8.8 study bespoke for you virgin media (330) 8.6 with larger base sizes BT sport (57) 8.6 BT TV (72) 8.2 talk talk (64) 8.1
126 MUSIC STREAMING PHOTO STORAGE/EDIT satisfaction soundcloud (11) 8.9 dropbox (23) 8.7 amazon cloud (16) 8.5 amazon cloud (21) 8.3 by service on spotify (50) 8.3 apple iCloud (20) 8.0 iTunes (83) 8.2 facebook (39) 8.0 smart TV google music/play (19) 7.5 windows m. player (12) 7.6 base <10: apple iphoto, apple photostream, base <10: blinkbox music, deezer, jango, canon irista, flickr, google+, google drive, (2 of 2) last.fm, myspace music, napster, nokia instagram, onedrive, photobucket, picasa, mixradio, plex, qobuz, rdio, shazam, sony pinterest, tumblr music unlimited
INSTANT MESSAGING EMAIL skype (43) 8.6 outlook (21) 8.4 twitter (10) 8.3 hotmail (63) 8.3 f/book messenger (51) 7.4 gmail (48) 8.3 base <10: aim, imessage, line, weChat, yahoo yahoo! mail (31) 7.6 messenger apple iCloud (16) 7.5 CAUTION aol (14) 7.3 base <10: mozilla thunderbird, office 365, opera mail, windows mail, default app services with an orange bar have a base less than 50 and are shown for completeness only Is your brand shown? Get in touch with us if you’d like us to run a study bespoke for you with larger base sizes
127 appendix device summaries desktop PC overview at least ever monthly distribution of owners/users % of owners do this on desktop PC main brand/model owned male 16-24 25-34 35-44 browse internet 95% dell 21% female 45-54 55-64 84% search 93% HP 15% 82% acer 10% 15% email 93% 21% 80% apple 7% 85% online shopping 65% asus 6% 56% YouTube 77% packard bell 5% 19% 59% compaq 4% online banking 74% 44% 23% 62% samsung 3% 70% facebook 57% lenovo 3% 22% maps/navigation 59% sony 2% 40% advent 2% 51% average video gaming 36% toshiba 1% = 41.1 yrs 49% stream music 38% fujitsu 1% own/use by demographics & segments work/office 49% medion 1% 41% mesh <1% 47% all UK 45% stream TV shows 33% gateway <1% photo storage/edit 42% not sure 5% m16-24 38% 31% 39% other 15% m25-34 51% instant message 31% m35-44 50% 35% m45-54 55% stream films 25% m55-64 58% 32% twitter 24% 30% f16-24 34% cloud storage 25% f25-34 34% watch paid TV sub 28% f35-44 42% 20% 27% f45-54 41% video calls 19% f55-64 45% 26% online gambling 21% first adopt 52% music/video create 24% early adopt 48% 16% 18% mass market 48% read eBooks 10% late adopt 44% online dating 12% very late 42% 9% 129 laptop/netbook overview at least ever monthly distribution of owners/users % of owners do this on laptop main brand/model owned male 16-24 25-34 35-44 95% acer 16% browse internet 89% female 45-54 55-64 toshiba 15% search 94% 87% dell 13% 93% 18% 19% email 86% HP 13% 86% samsung 8% online shopping 71% apple macBook 8% 52% 77% YouTube 62% ASUS 6% 48% 20% 21% 73% online banking 63% lenovo 5% facebook 73% sony 4% 65% packard bell 3% 57% 22% maps/navigation 40% compaq 3% 50% fujitsu 2% average stream music 40% = 39.4 yrs advent 1% stream TV shows 50% 41% google chromebook <1% own/use by demographics & segments 46% work/office 41% medion <1% 45% not sure 1% all UK 61% video gaming 34% other 2% instant message 41% m16-24 57% 34% 41% m25-34 61% photo storage/edit 32% m35-44 62% 39% m45-54 56% stream films 32% m55-64 59% 35% twitter 28% 32% f16-24 66% video calls 23% f25-34 68% cloud storage 29% f35-44 60% 25% f45-54 28% 60% watch paid TV sub 21% f55-64 64% 24% online gambling 19% first adopt 60% music/video create 21% early adopt 69% 15% 19% mass market 66% read eBooks 10% late adopt 58% 12% very late 53% online dating 10% 130 tablet overview at least ever monthly distribution of owners/users % of owners do this on tablet main brand/model owned male 16-24 25-34 35-44 search 89% iPad 30% female 45-54 55-64 79% samsung galaxy tab/note browse internet 91% 20% 82% amazon kindle fire/HD/HDX 11% 15% email 81% 18% 69% google nexus 7% 73% YouTube 62% iPad mini 6% 51% facebook 70% acer 4% 49% 19% 60% 70% tesco hudl 3% 24% online shopping 53% ASUS 2% online banking 54% 43% lenovo 1% 24% 53% maps/navigation 35% microsoft surface 1% average video gaming 53% sony xperia tablet 1% = 38.4 yrs 45% 49% dell 1% stream music 40% HP 1% own/use by demographics & segments stream TV shows 49% 39% archos 1% 45% all UK 44% instant message 37% barnes & noble/nook 1% photo storage/edit 41% nokia lumia <1% m16-24 40% 32% 40% microsoft surface Pro <1% m25-34 50% stream films 31% m35-44 46% advent <1% read eBooks 39% m45-54 42% 29% LG <1% m55-64 37% 34% twitter 27% not sure 1% 33% f16-24 47% cloud storage 27% other 7% f25-34 55% video calls 33% f35-44 48% 25% f45-54 31% 37% watch paid TV sub 24% f55-64 35% 30% work/office 23% first adopt 60% online gambling 24% early adopt 62% 18% 20% mass market 44% music/video create 15% late adopt 33% 12% very late 15% online dating 10% 131131 laptop/tablet hybrid overview at least ever monthly distribution of owners/users % of owners do this on hybrid main brand/model owned male 16-24 25-34 35-44 browse internet 84% HP 15% female 45-54 55-64 76% 81% acer 12% search 72% 9% email 79% dell 12% 21% 71% 74% toshiba 10% online shopping 59% 22% lenovo 9% 50% facebook 71% 63% ASUS 8% 50% 70% YouTube 59% 26% samsung 8% online banking 64% 22% 57% sony 5% 55% maps/navigation 39% microsoft surface 3% 51% average stream music microsoft surface Pro 2% = 36.8 yrs 42% 50% video gaming 38% not sure 9% own/use by demographics & segments 50% other 7% photo storage/edit 40% 48% all UK 22% stream TV shows 40% instant message 48% m16-24 28% 40% 47% m25-34 25% work/office 40% m35-44 23% 44% m45-54 23% stream films 38% m55-64 11% 40% video calls 32% 36% f16-24 22% twitter 31% f25-34 31% watch paid TV sub 35% f35-44 22% 27% f45-54 34% 22% cloud storage 28% f55-64 11% 33% online gambling 25% first adopt 47% music/video create 32% early adopt 32% 24% 23% mass market 20% read eBooks 18% late adopt 10% 22% very late 15% online dating 16% 132 smartphone overview at least ever monthly distribution of owners/users % of owners do this on smartphone main brand/model owned male 16-24 25-34 35-44 88% samsung galaxy 29% browse internet 79% female 45-54 55-64 iPhone search 86% 27% 77% sony xperia 8% 82% 10% email 71% nokia lumia 8% 23% 72% facebook 65% HTC one 5% 18% 69% blackberry 4% 51% YouTube 57% HTC desire 3% 49% maps/navigation 65% 50% samsung galaxy note 2% 58% 25% online shopping 41% any other HTC 2% 24% 55% any other samsung 2% instant message 51% any other motorola 2% video gaming 52% average 42% huawei ascend 1% = 36.3 yrs 52% online banking 43% any other nokia 1% 49% google nexus own/use by demographics & segments stream music 40% 1% photo storage/edit 41% windows phone 8 by HTC 1% 35% LG optimus 1% all UK 61% 38% twitter 33% LG G <1% m16-24 35% 67% stream TV shows 25% motorola moto X <1% m25-34 75% 30% any other LG <1% m35-44 70% cloud storage 25% any other sony <1% m45-54 57% stream films 29% m55-64 21% samsung ativ <1% 36% 29% video calls 21% any other huawei <1% f16-24 84% health/fitness 26% not sure <1% f25-34 77% 22% 25% other 2% f35-44 63% work/office 18% f45-54 44% read eBooks 24% f55-64 32% 16% 23% watch paid TV sub 17% first adopt 80% online gambling 22% early adopt 82% 16% 16% mass market 64% music/video create 12% late adopt 49% 12% very late 32% online dating 10% 133 games console overview at least ever monthly distribution of owners/users % of owners do this via console main brand/model owned male 16-24 25-34 35-44 69% nintendo wii 31% female 45-54 55-64 video gaming 59% 44% xbox 360 25% browse internet 26% 9% playstation 3 22% YouTube 38% 24% 25% playstation 4 7% 18% 35% 55% search 24% xbox one 6% stream TV shows 31% 45% 22% playstation 2 5% stream films 28% nintendo wii U 4% 24% 25% 20% 23% not sure <1% stream music 16% other <1% average health/fitness 21% = 35.8 yrs 16% 21% watch paid TV sub 15% own/use by demographics & segments 18% photo storage/edit 13% all UK 55% 18% instant message 14% m16-24 79% cloud storage 15% m25-34 69% 12% m35-44 65% twitter 14% m45-54 55% 10% m55-64 30% 13% video calls 10% f16-24 65% f25-34 68% f35-44 54% f45-54 41% f55-64 21%
first adopt 78% early adopt 77% mass market 64% late adopt 59% very late 38% 134 smart TV overview at least ever monthly distribution of owners/users % of owners do this via smart TV main brand/model owned male 16-24 25-34 35-44 63% female 45-54 55-64 watch paid TV sub 59% samsung 35% 58% sony 21% YouTube 44% 14% LG 17% 14% 57% stream TV shows 49% panasonic 9% 58% 54% toshiba 4% 16% browse internet 36% philips 3% search 50% 42% 32% 34% bush 3% 49% stream films 44% hitachi 3% 24% 39% sharp 2% stream music 30% JVC 1% average video gaming 37% = 37.9 yrs 28% technika 1% facebook 36% linsar own/use by demographics & segments 28% <1% 31% not sure 1% email 25% other 1% all UK 11% 30% photo storage/edit 22% m16-24 9% 26% m25-34 20% instant message 20% m35-44 14% video calls 25% m45-54 11% 20% m55-64 10% 23% twitter 19% f16-24 8% f25-34 15% f35-44 10% f45-54 6% f55-64 7%
first adopt 26% early adopt 17% mass market 9% late adopt 4% very late 4% 135 e-book reader overview at least ever monthly distribution of owners/users % of owners do this via e-book reader main brand/model owned male 16-24 25-34 35-44 read ebooks 82% kindle/kindle paperwhite 81% female 45-54 55-64 75% kobo 6% sony 4% 20% 15% barnes & noble/nook 2% 57% samsung 2% 19% onyx boox <1% 43% 23% elonex <1% 23% archos <1% average not sure 1% = 41.0 yrs other 3% own/use by demographics & segments
all UK 24%
m16-24 14% m25-34 20% m35-44 21% m45-54 24% m55-64 24%
f16-24 24% f25-34 25% f35-44 30% f45-54 27% f55-64 29%
first adopt 23% early adopt 31% mass market 26% late adopt 22% very late 10% 136 handheld games console overview distribution of owners/users main brand/model owned male 16-24 25-34 35-44 nintendo DS 41% female 45-54 55-64 nintendo 3DS 29% 6% PSP 14% 17% 28% playstation vita 9% 56% nintendo 2DS 5% 44% not sure <1% 23% 27% other 2%
average = 34.2 yrs own/use by demographics & segments
all UK 17%
m16-24 24% m25-34 19% m35-44 14% m45-54 13% m55-64 5%
f16-24 27% f25-34 27% f35-44 21% f45-54 14% f55-64 6%
first adopt 28% early adopt 24% mass market 20% late adopt 14% very late 5% 137 set-top box overview distribution of owners/users main brand/model owned male 16-24 25-34 35-44 apple TV 16% female 45-54 55-64 network blu-ray player 12% netgear 7% 12% 18% roku 6% 60% 19% ASUS 3% WD-TV 3% 40% 25% fire TV 2% 26% boxee 1% not sure 17% average = 37.8 yrs other 34% own/use by demographics & segments
all UK 17%
m16-24 14% m25-34 27% m35-44 23% m45-54 21% m55-64 15%
f16-24 19% f25-34 14% f35-44 17% f45-54 9% f55-64 7%
first adopt 34% early adopt 23% mass market 17% late adopt 9% very late 3% 138 home printer overview distribution of owners/users main brand/model owned male 16-24 25-34 35-44 female 45-54 55-64 HP 38% epson 23% 14% canon 19% 24% kodak 5% lexmark 5% 52% 16% brother 4% 48% dell 3% 24% samsung 2% 22% xerox <1% kyocera <1% average = 42.3 yrs OKI <1% ricoh own/use by demographics & segments <1% not sure 1% all UK 59% other <1%
m16-24 37% m25-34 46% m35-44 57% m45-54 63% m55-64 80%
f16-24 50% f25-34 50% f35-44 64% f45-54 69% f55-64 75%
first adopt 45% early adopt 61% mass market 66% late adopt 60% very late 54% 139 appendix individual activity summaries browse the internet (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 97% desktop PC (1,518) 57% 43% m16-24 94% laptop (2,110) 49% 51% m25-34 92% tablet (1,468) 49% 51% m35-44 96% hybrid (646) 50% 50% m45-54 100% smartphone (2,229) 50% 50% m55-64 99% console (1,505) 61% 39% smart TV (739) 64% 36% f16-24 96% f25-34 97% f35-44 97% 16-24 25-34 35-44 45-54 55-64 f45-54 99% desktop PC (1,518) 13% 18% 23% 24% 21% f55-64 97% laptop (2,110) 18% 21% 22% 20% 20% tablet (1,468) 18% 24% 23% 20% 15% first adopt 95% hybrid (646) 21% 26% 22% 23% 8% early adopt 95% mass market 98% smartphone (2,229) 23% 28% 24% 17% 8% late adopt 97% console (1,505) 27% 29% 24% 15% 6% very late 95% smart TV (739) 15% 39% 22% 14% 10%
141 browse the internet (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,895) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,404) desktop PC (1,558) 95% chrome 61% 8.6 laptop (2,009) 8.7 laptop (2,153) 95% IE 50% tablet (1,340) 8.4 tablet (1,501) 91% firefox 35% hybrid (546) 8.5 hybrid (680) 84% safari 18% opera 5% smartphone (1,928) 8.1 smartphone (2,278) 88% dolphin 3% console (611) 7.5 console (1,546) 44% other 3% smart TV (393) 7.5 smart TV (760) 54% not sure 3%
desktop PC (1,558) 84% chrome 44% top main brands satisfaction by device laptop (2,153) 89% IE 24% DESKTOP LAPTOP TABLET HYBRID tablet (1,501) 82% firefox 20% PC hybrid (680) 76% safari 7% BASE RATING BASE RATING BASE RATING BASE RATING smartphone (2,278) 79% opera 1% chrome 580 8.7 914 8.8 531 8.5 259 8.8 console (1,546) 26% dolphin <1% IE 298 8.5 452 8.6 10* 8.9 92 8.5 firefox 356 8.7 395 8.6 193 8.3 110 8.4 smart TV (760) 36% other 1% not sure 3% SMART- PHONE desktop PC (1,558) 76% BASE RATING laptop (2,153) 83% chrome 777 8.4 tablet (1,501) 73% IE 34* 8.3 hybrid (680) 68% firefox 264 7.9 * low base smartphone (2,278) 71% console (1,546) 20% smart TV (760) 26% 142 search engines (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 94% desktop PC (1,500) 57% 43% m16-24 90% laptop (2,073) 48% 52% m25-34 90% tablet (1,444) 50% 50% m35-44 93% hybrid (634) 50% 50% m45-54 97% smartphone (2,190) 51% 49% m55-64 96% console (1,486) 63% 37% smart TV (733) 64% 36% f16-24 93% f25-34 93% f35-44 95% 16-24 25-34 35-44 45-54 55-64 f45-54 95% desktop PC (1,500) 13% 18% 24% 24% 21% f55-64 95% laptop (2,073) 18% 21% 22% 20% 20% tablet (1,444) 19% 24% 23% 20% 14% first adopt 93% hybrid (634) 20% 27% 23% 22% 8% early adopt 94% mass market 95% smartphone (2,190) 24% 28% 24% 16% 9% late adopt 94% console (1,486) 28% 30% 22% 15% 6% very late 90% smart TV (733) 18% 41% 20% 12% 9%
143 search engines (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,833) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,386) desktop PC (1,558) 93% google 92% 8.5 laptop (1,986) 8.7 laptop (2,153) 94% yahoo! 25% tablet (1,308) 8.4 tablet (1,501) 89% bing 19% hybrid (529) 8.3 hybrid (680) 81% ask jeeves 9% smartphone (1,902) 8.3 smartphone (2,278) 86% AOL search 7% console (542) 7.5 console (1,546) 35% other 7% smart TV (350) 7.7 smart TV (760) 50% not sure 3% top main brands satisfaction by device desktop PC (1,558) 82% DESKTOP google 84% LAPTOP TABLET HYBRID laptop (2,153) 87% PC yahoo! 5% tablet (1,501) 79% BASE RATING BASE RATING BASE RATING BASE RATING bing 3% hybrid (680) 72% google 1,159 8.8 1,702 8.9 1,135 8.7 430 8.7 AOL search 2% yahoo! 74 8.7 92 8.6 57 8.2 31* 8.1 smartphone (2,278) 77% bing 42* 8.5 57 8.5 24* 7.3 19* 8.1 console (1,546) 24% ask jeeves 1% SMART- CONSOLE SMART TV smart TV (760) 34% other 2% PHONE not sure 3% BASE RATING BASE RATING BASE RATING desktop PC (1,558) 75% google 1,643 8.5 420 7.9 256 7.9 yahoo! 74 8.1 26* 8.1 20* 8.2 laptop (2,153) 79% bing 38* 7.9 18* 6.4 16* 8.3 tablet (1,501) 66% * low base hybrid (680) 64% smartphone (2,278) 67% console (1,546) 17% smart TV (760) 25% 144 stream films (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 42% desktop PC (738) 64% 36% m16-24 64% laptop (1,035) 52% 48% m25-34 64% tablet (829) 56% 44% m35-44 43% hybrid (426) 55% 45% m45-54 31% smartphone (1,174) 59% 41% m55-64 19% console (889) 58% 42% smart TV (468) 62% 38% f16-24 64% f25-34 56% f35-44 34% 16-24 25-34 35-44 45-54 55-64 f45-54 23% desktop PC (738) 25% 31% 21% 15% 8% f55-64 18% laptop (1,035) 30% 32% 18% 12% 9% tablet (829) 24% 34% 22% 13% 6% first adopt 71% hybrid (426) 28% 32% 23% 15% 3% early adopt 56% mass market 37% smartphone (1,174) 31% 37% 20% 9% 4% late adopt 26% console (889) 32% 31% 23% 12% 2% very late 22% smart TV (468) 16% 43% 24% 12% 6%
145 stream films (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,346) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (563) desktop PC (1,558) 35% BBC iPlayer 59% 8.0 4 on demand/4oD 40% laptop (887) 8.1 laptop (2,153) 39% ITV player 35% netflix 33% tablet (625) 7.9 tablet (1,501) 40% demand 5 21% hybrid (336) 7.8 hybrid (680) 44% sky go 18% amazon prime/APIV 15% smartphone (667) 7.7 smartphone (2,278) 29% iTunes 15% google play 11% console (491) 7.9 console (1,546) 28% now TV 10% smart TV (380) 8.1 smart TV (760) 49% bittorrent 9% blinkbox 7% xbox video 6% top main brands satisfaction by device virgin TV anywhere 6% desktop PC (1,558) 25% chromecast 6% DESKTOP LAPTOP TABLET HYBRID laptop (2,153) 32% plex 4% PC sony video unlimited 4% tablet (1,501) 31% other 9% BASE RATING BASE RATING BASE RATING BASE RATING not sure 10% hybrid (680) 38% bbc iplayer 154 8.4 244 8.3 153 8.1 74 8.3 netflix 108 8.4 200 8.7 137 8.5 57 8.4 smartphone (2,278) 21% BBC iPlayer 26% netflix 22% sky go 53 8.5 82 8.4 70 8.4 37* 8.6 console (1,546) 20% sky go 8% amazon prime/APIV 7% SMART- CONSOLE SMART TV smart TV (760) 44% 4 on demand/4oD 5% PHONE ITV player 3% bittorrent 3% BASE RATING BASE RATING BASE RATING desktop PC (1,558) 18% now TV 2% bbc iplayer 152 7.7 91 7.8 78 8.4 google play 2% laptop (2,153) 22% iTunes 2% netflix 144 8.3 141 8.4 75 8.8 demand 5 2% sky go 65 8.1 38* 7.7 44* 8.5 tablet (1,501) 22% virgin TV anywhere 1% * low base hybrid (680) 26% chromecast 1% blinkbox 1% smartphone (2,278) 15% xbox video <1% plex <1% console (1,546) 14% sony video unlimited <1% smart TV (760) 34% other 5% not sure 10% 146 stream TV shows (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 52% desktop PC (906) 62% 38% m16-24 64% laptop (1,270) 51% 49% m25-34 67% tablet (983) 56% 44% m35-44 54% hybrid (467) 54% 46% m45-54 49% smartphone (1,383) 56% 44% m55-64 34% console (1,018) 61% 39% smart TV (529) 58% 42% f16-24 75% f25-34 63% f35-44 41% 16-24 25-34 35-44 45-54 55-64 f45-54 41% desktop PC (906) 20% 28% 21% 19% 12% f55-64 33% laptop (1,270) 26% 27% 19% 15% 13% tablet (983) 23% 31% 21% 17% 8% first adopt 76% hybrid (467) 25% 30% 22% 18% 4% early adopt 62% mass market 51% smartphone (1,383) 31% 34% 19% 12% 4% late adopt 38% console (1,018) 32% 33% 22% 11% 3% very late 33% smart TV (529) 15% 39% 24% 13% 9%
147 stream TV shows (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,654) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (698) desktop PC (1,558) 47% bbc iPlayer 74% 8.1 4 on Demand/4oD 50% ITV Player 45% laptop (1,096) 8.1 laptop (2,153) 50% netflix 26% demand 5 25% tablet (742) 8.1 tablet (1,501) 49% sky go 17% iTunes 12% hybrid (354) 8.1 hybrid (680) 48% amazon prime/APIV 11% BT Sport 10% smartphone (771) 7.8 smartphone (2,278) 35% TVCatchup 10% google play 9% console (528) 7.9 console (1,546) 31% now TV 8% bittorrent 7% smart TV (428) 8.1 smart TV (760) 57% blinkbox 6% virgin TV anywhere 5% chromecast 5% top main brands satisfaction by device xbox video 5% desktop PC (1,558) 33% twitch 4% DESKTOP eurosport player 4% LAPTOP TABLET HYBRID laptop (2,153) 41% plex 3% PC wuaki TV 3% tablet (1,501) 39% sony video unlimited 3% BASE RATING BASE RATING BASE RATING BASE RATING other 6% hybrid (680) 40% not sure 6% bbc iplayer 272 8.4 426 8.4 253 8.3 94 8.5 netflix smartphone (2,278) 25% bbc iPlayer 39% 94 8.4 173 8.7 122 8.8 51 8.3 netflix 15% sky go 7% sky go 53 8.9 80 8.3 80 8.7 34* 8.5 console (1,546) 22% 4 on Demand/4oD 7% ITV Player 5% smart TV (760) 49% amazon prime/APIV 4% SMART- CONSOLE SMART TV TVCatchup 3% PHONE BT Sport 2% now TV 2% BASE RATING BASE RATING BASE RATING desktop PC (1,558) 24% iTunes 1% demand 5 1% bbc iplayer 219 8.0 100 8.2 123 8.6 laptop (2,153) 30% google play 1% virgin TV anywhere 1% netflix 132 8.4 126 8.5 73 8.2 tablet (1,501) 27% bittorrent 1% blinkbox 1% sky go 74 8.4 33* 7.8 38* 8.5 hybrid (680) 29% twitch 1% chromecast 1% * low base smartphone (2,278) 17% eurosport player <1% plex <1% console (1,546) 16% xbox video <1% wuaki TV <1% smart TV (760) 39% sony video unlimited <1% other 3% not sure 6% 148 YouTube (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 80% desktop PC (1,299) 60% 40% m16-24 93% laptop (1,766) 50% 50% m25-34 90% tablet (1,274) 52% 48% m35-44 84% hybrid (586) 53% 47% m45-54 75% smartphone (1,932) 53% 47% m55-64 67% console (1,373) 61% 39% smart TV (643) 62% 38% f16-24 94% f25-34 86% f35-44 79% 16-24 25-34 35-44 45-54 55-64 f45-54 71% desktop PC (1,299) 16% 22% 23% 22% 17% f55-64 59% laptop (688) 22% 24% 22% 17% 14% tablet (1,274) 21% 28% 23% 17% 11% first adopt 89% hybrid (586) 24% 29% 21% 19% 6% early adopt 86% mass market 80% smartphone (1,932) 28% 30% 22% 13% 6% late adopt 74% console (1,373) 29% 31% 23% 12% 4% very late 57% smart TV (643) 16% 39% 25% 11% 9%
149 YouTube (2 of 2) at least weekly or ever monthly more often % of qualified owners do this by screen brands used for this activity satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,120) desktop PC (1,558) 77% not applicable 8.3 laptop (1,591) 8.2 laptop (2,153) 77% tablet (1,053) 8.1 tablet (1,501) 73% hybrid (462) 8.1 hybrid (680) 70% smartphone (1,467) 8.0 smartphone (2,278) 69% console (589) 7.5 console (1,546) 38% smart TV (418) 7.8 smart TV (760) 58%
desktop PC (1,558) 59% top main brands satisfaction by device laptop (2,153) 62% tablet (1,501) 62% not applicable hybrid (680) 59% smartphone (2,278) 57% console (1,546) 25% smart TV (760) 44%
desktop PC (1,558) 43% laptop (2,153) 47% tablet (1,501) 44% hybrid (680) 44% smartphone (2,278) 40% console (1,546) 16% smart TV (760) 32% 150 paid TV subscription (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 46% desktop PC (863) 63% 37% m16-24 58% laptop (1,122) 54% 46% m25-34 58% tablet (934) 57% 43% m35-44 54% hybrid (465) 56% 44% m45-54 34% smartphone (1,294) 60% 40% m55-64 35% console (996) 63% 37% smart TV (1,504) 53% 47% f16-24 53% f25-34 56% f35-44 49% 16-24 25-34 35-44 45-54 55-64 f45-54 32% desktop PC (863) 22% 33% 21% 13% 11% f55-64 27% laptop (1,122) 23% 30% 23% 13% 12% tablet (938) 22% 30% 24% 15% 9% first adopt 72% hybrid (465) 24% 39% 21% 13% 3% early adopt 63% mass market 40% smartphone (1,294) 26% 35% 22% 13% 4% late adopt 32% console (996) 31% 35% 19% 11% 4% very late 19% smart TV (1,504) 22% 24% 25% 16% 13%
151 paid TV subscription (2 of 2) at least weekly or main ever monthly more often used % of qualified owners do this by screen brands used for this activity (base 1,504) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (431) desktop PC (1,558) 28% sky 51% 8.2 laptop (585) 8.1 laptop (2,153) 28% virgin media 24% tablet (475) 8.1 tablet (1,501) 31% BT Sports 5% hybrid (263) 8.4 hybrid (680) 35% BT TV 4% smartphone (496) 8.0 smartphone (2,278) 23% talk talk 4% console (352) 8.1 console (1,546) 21% smart TV (1,248) 8.7 smart TV (760) 63% other 6% not sure 5% top main brands satisfaction by device desktop PC (1,558) 20% DESKTOP LAPTOP TABLET HYBRID laptop (2,153) 21% PC tablet (1,501) 24% BASE RATING BASE RATING BASE RATING BASE RATING hybrid (680) 27% sky 233 8.2 340 8.2 275 8.2 152 8.4 virgin media smartphone (2,278) 17% 94 8.3 117 8.0 94 7.8 43* 8.5 bt sports 34* 8.1 37* 8.2 35* 8.3 27* 8.6 console (1,546) 15%
smart TV (760) 59% SMART- CONSOLE SMART TV PHONE desktop PC (1,558) 13% BASE RATING BASE RATING BASE RATING sky laptop (2,153) 14% 282 8.2 199 8.2 720 8.8 virgin media 94 7.7 69 7.8 330 8.6 tablet (1,501) 15% bt sports 35* 8.3 29* 8.5 57 8.6 hybrid (680) 21% * low base smartphone (2,278) 11% console (1,546) 11% smart TV (760) 51% 152 stream music (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 56% desktop PC (959) 63% 37% m16-24 83% laptop (1,299) 54% 46% m25-34 75% tablet (1,001) 56% 44% m35-44 62% hybrid (497) 55% 45% m45-54 51% smartphone (1,474) 55% 45% m55-64 43% console (1,075) 62% 38% smart TV (521) 62% 38% f16-24 77% f25-34 62% f35-44 50% 16-24 25-34 35-44 45-54 55-64 f45-54 31% desktop PC (959) 21% 26% 22% 18% 13% f55-64 29% laptop (1,299) 27% 28% 20% 14% 11% tablet (1,001) 23% 30% 24% 14% 9% first adopt 81% hybrid (497) 24% 34% 21% 17% 5% early adopt 70% mass market 52% smartphone (1,474) 30% 31% 23% 12% 4% late adopt 45% console (1,075) 34% 30% 21% 11% 4% very late 33% smart TV (521) 17% 44% 24% 10% 5%
153 stream music (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,746) satisfaction by device (not brand specific, mean out of 10.0) iTunes 36% desktop PC (747) 8.1 desktop PC (1,558) 49% spotify 34% google music/play 16% laptop (1,066) 8.1 laptop (2,153) 50% amazon cloud music 13% tablet (706) 8.0 tablet (1,501) 49% soundcloud 12% last.fm 10% hybrid (358) 7.9 hybrid (680) 51% blinkbox music 8% shazam smartphone (1,053) 8.0 smartphone (2,278) 49% 8% deezer 6% console (396) 7.5 console (1,546) 23% myspace music 5% sony music unlimited 4% smart TV (287) 7.7 smart TV (760) 39% napster/rhapsody 4% rdio 3% jango 3% top main brands satisfaction by device desktop PC (1,558) 38% nokia mixradio 3% DESKTOP plex 3% LAPTOP TABLET HYBRID laptop (2,153) 40% qobuz 2% PC tablet (1,501) 40% other 17% BASE RATING BASE RATING BASE RATING BASE RATING not sure 14% hybrid (680) 42% spotify 187 8.6 278 8.4 191 8.5 74 8.0 spotify 23% itunes 194 8.3 283 8.3 129 8.5 99 8.2 smartphone (2,278) 40% iTunes 23% google console (1,546) 16% google music/play 6% 35* 8.6 59 8.2 45* 8.1 22* 8.7 amazon cloud music 5% music/play smart TV (760) 30% soundcloud 4% SMART- CONSOLE SMART TV last.fm 3% PHONE blinkbox music 2% desktop PC (1,558) shazam 1% BASE RATING BASE RATING BASE RATING 28% deezer 1% spotify laptop (2,153) 29% sony music unlimited 1% 281 8.3 66 8.1 50 8.3 rdio 1% itunes 163 8.6 112 7.5 83 8.2 tablet (1,501) 28% myspace music 1% google hybrid (680) 27% nokia mixradio 1% 63 8.4 27* 7.4 19* 7.5 plex <1% music/play smartphone (2,278) 31% napster/rhapsody <1% * low base jango <1% console (1,546) 11% qobuz <1% smart TV (760) 21% other 13% not sure 14% 154 work/productivity software (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 46% desktop PC (892) 62% 38% m16-24 59% laptop (1,174) 57% 43% m25-34 56% tablet (884) 59% 41% m35-44 52% hybrid (432) 53% 47% m45-54 45% smartphone (1,278) 62% 38% m55-64 44% console not applicable smart TV not applicable f16-24 49% f25-34 50% f35-44 42% 16-24 25-34 35-44 45-54 55-64 f45-54 32% desktop PC (892) 16% 23% 22% 20% 19% f55-64 34% laptop (1,174) 23% 24% 22% 16% 16% tablet (884) 23% 33% 22% 13% 10% first adopt 66% hybrid (432) 28% 28% 23% 16% 6% early adopt 59% mass market 45% smartphone (1,278) 26% 33% 21% 13% 7% late adopt 33% console not applicable very late 20% smart TV not applicable
155 work/productivity software (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,516) satisfaction by device (not brand specific, mean out of 10.0)
microsoft office 68% desktop PC (1,558) 49% desktop PC (782) 8.4 adobe acrobat 41% laptop (2,153) 46% microsoft office 365 20% laptop (1,039) 8.3 openoffice 19% tablet (1,501) 30% tablet (500) 7.5 linkedIn 19% hybrid (680) 47% google docs 17% hybrid (336) 8.2 microsoft onenote 7% smartphone (2,278) 25% smartphone (587) polaris 5% 7.4 iWork 5% desktop PC (1,558) 41% prezi 4% salesforce.com 3% laptop (2,153) 41% top main brands satisfaction by device presto! 3% other tablet (1,501) 23% 6% DESKTOP LAPTOP TABLET HYBRID not sure 9% PC hybrid (680) 40% BASE RATING BASE RATING BASE RATING BASE RATING smartphone (2,278) 18% microsoft office 55% ms office 430 8.7 603 8.6 200 7.7 139 8.7 openoffice 9% openoffice 73 8.5 89 8.4 32* 7.1 28* 8.1 microsoft office 365 8% ms office 365 65 8.8 79 8.5 31* 8.6 32* 8.4 desktop PC (1,558) 33% adobe acrobat 5% google docs 4% laptop (2,153) 32% SMART- linkedIn 3% PHONE tablet (1,501) 15% iWork 1% BASE RATING prezi hybrid (680) 33% 1% ms office 233 7.4 salesforce.com 1% smartphone (2,278) 13% openoffice 39* 7.4 presto! 1% ms office 365 44* 8.5 polaris 1% microsoft onenote <1% * low base other 3% not sure 9% 156 music/video creation software (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 26% desktop PC (518) 68% 32% m16-24 49% laptop (651) 59% 41% m25-34 40% tablet (556) 56% 44% m35-44 33% hybrid (345) 55% 45% m45-54 22% smartphone (750) 59% 41% m55-64 17% console not applicable smart TV not applicable f16-24 32% f25-34 32% f35-44 19% 16-24 25-34 35-44 45-54 55-64 f45-54 13% desktop PC (518) 25% 28% 22% 16% 9% f55-64 8% laptop (651) 29% 32% 20% 12% 7% tablet (556) 27% 35% 23% 11% 5% first adopt 62% hybrid (345) 28% 38% 20% 13%1% early adopt 40% mass market 17% smartphone (750) 28% 38% 22% 9% 4% late adopt 17% console not applicable very late 10% smart TV not applicable
157 music/video creation software (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 867) satisfaction by device (not brand specific, mean out of 10.0)
windows movie maker 26% desktop PC (1,558) 24% adobe creative suite 15% desktop PC (397) 7.8 NERO laptop (2,153) 21% 13% laptop (474) adobe audition 13% 7.6 tablet (1,501) 20% cyberlink powerDVD 12% tablet (308) 7.5 sony movie studio 8% hybrid (680) 32% sony music studio 8% hybrid (235) 7.7 sony vegas 8% smartphone (2,278) 16% cubase 7% smartphone (379) 7.5 roxio 7% garageband 7% desktop PC (1,558) 16% autodesk 7% pinnacle studio 6% top main brands satisfaction by device laptop (2,153) 15% reason 5% premiere elements 5% tablet (1,501) 15% other 14% DESKTOP LAPTOP TABLET HYBRID not sure 31% PC hybrid (680) 24% BASE RATING BASE RATING BASE RATING BASE RATING windows movie maker 14% smartphone (2,278) 12% adobe creative suite 8% win. movie mkr 56 8.0 86 7.6 <10* - <10* - adobe audition 6% adobe creative 37* 7.5 48* 8.2 27* 7.3 15* 8.8 NERO 6% adobe audition 32* 7.9 33* 8.3 30* 7.4 22* 7.5 desktop PC (1,558) 10% sony music studio 3% cyberlink powerDVD 3% laptop (2,153) 9% cubase 3% garageband 3% SMART- tablet (1,501) 9% sony movie studio 3% PHONE hybrid (680) 15% sony vegas 3% BASE RATING autodesk 2% win. movie mkr n/a n/a smartphone (2,278) 8% roxio 2% pinnacle studio 1% adobe creative 30* 8.2 reason 1% adobe audition 29* 7.7 premiere elements <1% other 11% * low base not sure 31% 158 photo edit/storage (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 46% desktop PC (792) 58% 42% m16-24 54% laptop (1,091) 48% 52% m25-34 54% tablet (881) 48% 52% m35-44 50% hybrid (440) 53% 47% m45-54 31% smartphone (1,217) 48% 52% m55-64 29% console (882) 59% 41% smart TV (452) 67% 33% f16-24 65% f25-34 57% f35-44 49% 16-24 25-34 35-44 45-54 55-64 f45-54 36% desktop PC (792) 20% 24% 24% 18% 15% f55-64 38% laptop (1,091) 22% 28% 23% 13% 15% tablet (881) 22% 32% 24% 14% 9% first adopt 65% hybrid (440) 27% 29% 26% 13% 5% early adopt 64% mass market 41% smartphone (1,217) 29% 32% 22% 11% 6% late adopt 35% console (882) 28% 31% 28% 8% 4% very late 30% smart TV (452) 14% 48% 24% 9% 5%
159 photo edit/storage (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,446) satisfaction by device (not brand specific, mean out of 10.0)
facebook 45% desktop PC (659) desktop PC (1,558) 42% dropbox 23% 8.1 apple icloud 19% laptop (907) 8.0 laptop (2,153) 41% windows media player 18% photoshop 17% tablet (624) 8.0 tablet (1,501) 41% google+ 15% instagram 14% hybrid (338) 8.0 hybrid (680) 50% amazon cloud 12% paint 12% smartphone (916) 8.0 smartphone (2,278) 41% google drive 12% apple iphoto 11% console (328) 7.6 console (1,546) 18% picasa 10% photobucket 10% smart TV (214) 7.7 smart TV (760) 30% onedrive (skydrive) 10% flickr 10% pinterest 9% top main brands satisfaction by device desktop PC (1,558) 31% tumblr 7% apple photostream 6% DESKTOP LAPTOP TABLET HYBRID laptop (2,153) 32% GIMP 5% PC canon irista 3% tablet (1,501) 32% other 9% BASE RATING BASE RATING BASE RATING BASE RATING not sure 11% hybrid (680) 40% facebook 117 8.4 185 8.6 122 8.6 77 8.7 facebook 20% apple icloud smartphone (2,278) 35% apple icloud 8% 57 8.0 75 7.6 64 8.4 34* 8.5 dropbox 8% dropbox 71 8.1 97 8.7 72 8.1 34* 8.0 console (1,546) 13% windows media player 5% photoshop 5% smart TV (760) 22% instagram 5% SMART- apple iphoto 5% CONSOLE SMART TV amazon cloud 4% PHONE onedrive (skydrive) 3% BASE RATING BASE RATING BASE RATING desktop PC (1,558) 17% google drive 3% google+ 3% facebook 197 8.3 74 7.5 39* 8.0 laptop (2,153) 18% picasa 3% paint apple icloud 75 8.0 38* 8.0 20* 8.0 tablet (1,501) 19% 3% flickr 2% dropbox 107 8.3 25* 8.5 23* 8.7 photobucket 2% hybrid (680) 27% GIMP 1% * low base smartphone (2,278) 23% tumblr 1% apple photostream 1% console (1,546) 10% pinterest 1% canon irista <1% smart TV (760) 15% other 5% not sure 11% 160 cloud storage (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 34% desktop PC (638) 66% 34% m16-24 49% laptop (861) 58% 42% m25-34 46% tablet (745) 54% 46% m35-44 39% hybrid (374) 51% 49% m45-54 30% smartphone (993) 57% 43% m55-64 21% console (723) 62% 38% smart TV not applicable f16-24 39% f25-34 42% f35-44 32% 16-24 25-34 35-44 45-54 55-64 f45-54 17% desktop PC (638) 21% 27% 22% 17% 13% f55-64 22% laptop (861) 26% 29% 21% 13% 11% tablet (745) 21% 30% 24% 15% 10% first adopt 63% hybrid (374) 23% 34% 25% 12% 6% early adopt 52% mass market 28% smartphone (993) 28% 31% 22% 13% 6% late adopt 19% console (723) 28% 35% 25% 11%1% very late 15% smart TV not applicable
161 cloud storage (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,117) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (519) desktop PC (1,558) 30% apple icloud 32% 8.0 dropbox 32% laptop (707) laptop (2,153) 29% google drive 26% 8.1 amazon cloud 21% tablet (538) 7.9 tablet (1,501) 33% onedrive (skydrive) 18% hybrid (265) hybrid (680) 34% BT cloud 8% 8.0 evernote 7% smartphone (698) smartphone (2,278) 30% box 5% 8.0 WD my cloud 4% console (288) 7.6 console (1,546) 15% other 7% not sure 10% top main brands satisfaction by device apple icloud 23% desktop PC (1,558) 25% DESKTOP LAPTOP TABLET HYBRID dropbox 20% PC laptop (2,153) 25% google drive 15% BASE RATING BASE RATING BASE RATING BASE RATING tablet (1,501) 27% amazon cloud 12% onedrive (skydrive) 11% apple icloud 98 8.2 149 8.2 160 8.3 55 8.4 hybrid (680) 28% BT cloud 4% dropbox 116 8.5 151 8.6 107 8.4 48* 9.0 evernote 1% google drive 96 8.5 122 8.3 87 8.3 48* 8.3 smartphone (2,278) 25% WD my cloud 1% box <1% console (1,546) 12% SMART- other 4% CONSOLE not sure 10% PHONE BASE RATING BASE RATING desktop PC (1,558) 16% apple icloud 203 8.3 68 8.0 laptop (2,153) 17% dropbox 138 8.8 40* 7.9 tablet (1,501) 19% google drive 112 8.4 46* 8.5 hybrid (680) 21% * low base smartphone (2,278) 18% console (1,546) 9% 162 send/receive emails (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 95% desktop PC (1,495) 57% 43% m16-24 87% laptop (2,069) 48% 52% m25-34 92% tablet (1,439) 49% 51% m35-44 94% hybrid (625) 51% 49% m45-54 97% smartphone (2,178) 50% 50% m55-64 98% console not applicable smart TV (718) 66% 34% f16-24 95% f25-34 93% f35-44 96% 16-24 25-34 35-44 45-54 55-64 f45-54 97% desktop PC (1,495) 13% 19% 23% 24% 21% f55-64 99% laptop (2,069) 18% 21% 22% 19% 20% tablet (1,439) 18% 25% 23% 20% 15% first adopt 89% hybrid (625) 21% 27% 22% 21% 9% early adopt 94% mass market 97% smartphone (2,178) 24% 28% 23% 16% 9% late adopt 95% console not applicable very late 93% smart TV (718) 17% 46% 23% 7% 6%
163 send/receive emails (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,835) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,347) desktop PC (1,558) 93% hotmail 44% 8.6 gmail 43% laptop (1,932) 8.7 laptop (2,153) 93% outlook 27% tablet (1,162) tablet (1,501) 81% yahoo! mail 26% 8.3 windows mail 8% hybrid (511) hybrid (680) 79% 8.4 aol 8% smartphone (1,786) smartphone (2,278) 82% apple icloud 5% 8.2 the default app 5% smart TV (236) 7.7 smart TV (760) 31% office 365 4% mozilla thunderbird 3% top main brands satisfaction by device opera mail 1% desktop PC (1,558) 80% DESKTOP other 8% LAPTOP TABLET HYBRID PC laptop (2,153) 86% not sure 3% BASE RATING BASE RATING BASE RATING BASE RATING tablet (1,501) 69% hotmail 29% hotmail 340 8.7 582 8.8 304 8.4 147 8.5 hybrid (680) 71% gmail 21% gmail 280 9.0 413 9.0 299 8.7 128 8.9 yahoo! mail 15% smartphone (2,278) 71% yahoo! mail 210 8.6 303 8.7 175 8.5 76 8.7 outlook 13% smart TV (760) 25% aol 5% SMART- SMART TV windows mail 4% PHONE mozilla thunderbird 2% BASE RATING BASE RATING desktop PC (1,558) 73% the default app 1% hotmail 519 8.3 63 8.3 apple icloud 1% laptop (2,153) 78% gmail 448 8.7 48* 8.3 office 365 1% tablet (1,501) 58% opera mail <1% yahoo! mail 256 8.3 31* 7.6 hybrid (680) 62% other 5% * low base smartphone (2,278) 62% smart TV (760) 19% 164 instant messaging (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 48% desktop PC (850) 58% 42% m16-24 67% laptop (1,183) 48% 52% m25-34 60% tablet (957) 48% 52% m35-44 48% hybrid (459) 54% 46% m45-54 36% smartphone (1,381) 47% 53% m55-64 19% console (973) 61% 39% smart TV (497) 63% 37% f16-24 76% f25-34 68% f35-44 49% 16-24 25-34 35-44 45-54 55-64 f45-54 30% desktop PC (850) 23% 26% 24% 17% 10% f55-64 30% laptop (1,183) 27% 30% 19% 11% 11% tablet (459) 24% 30% 22% 16% 8% first adopt 72% hybrid (646) 25% 31% 22% 18% 4% early adopt 67% mass market 44% smartphone (1,381) 29% 31% 22% 12% 6% late adopt 32% console (973) 28% 35% 22% 12% 3% very late 26% smart TV (497) 14% 54% 22% 6% 5%
165 instant messaging (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,567) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (613) desktop PC (1,558) 39% facebook messenger 64% 8.2 whatsapp 40% laptop (894) 8.2 laptop (2,153) 41% skype 38% tablet (685) 8.2 tablet (1,501) 45% twitter 24% imessage 16% hybrid (332) 7.9 hybrid (680) 48% snapchat 14% smartphone (1,229) 8.5 smartphone (2,278) 55% yahoo! messenger 12% BBM 10% console (333) 7.7 console (1,546) 18% AIM 6% smart TV (190) 7.6 smart TV (760) 26% line 4% chaton 4% wechat 3% top main brands satisfaction by device desktop PC (1,558) 31% tango messenger 3% DESKTOP slingshot 2% LAPTOP TABLET HYBRID laptop (2,153) 34% PC other 7% tablet (1,501) 37% not sure 6% BASE RATING BASE RATING BASE RATING BASE RATING hybrid (680) 40% fb messenger 220 8.6 320 8.5 227 8.6 103 8.5 facebook messenger 34% whatsapp smartphone (2,278) 51% whatsapp 22% n/a n/a n/a n/a n/a n/a n/a n/a skype 11% skype 110 8.0 130 8.3 99 8.2 57 8.2 console (1,546) 14% imessage 7% smart TV (760) 20% twitter 4% SMART- CONSOLE SMART TV yahoo! messenger 4% PHONE BBM 2% desktop PC (1,558) 23% AIM 2% BASE RATING BASE RATING BASE RATING line 1% fb messenger laptop (2,153) 27% 372 8.4 96 7.8 51 7.4 tango messenger 1% whatsapp 359 9.1 n/a n/a n/a n/a tablet (1,501) 30% snapchat 1% skype wechat <1% 123 8.3 54 8.3 43* 8.6 hybrid (680) 30% chaton <1% * low base smartphone (2,278) 46% other 4% not sure console (1,546) 10% 6% smart TV (760) 16% 166 video calls (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 35% desktop PC (628) 64% 36% m16-24 55% laptop (909) 51% 49% m25-34 44% tablet (752) 51% 49% m35-44 39% hybrid (389) 53% 47% m45-54 26% smartphone (1,016) 54% 46% m55-64 17% console (724) 67% 33% smart TV (407) 65% 35% f16-24 53% f25-34 46% f35-44 28% 16-24 25-34 35-44 45-54 55-64 f45-54 18% desktop PC (628) 27% 28% 19% 14% 12% f55-64 23% laptop (909) 29% 26% 20% 12% 13% tablet (752) 26% 32% 23% 12% 7% first adopt 64% hybrid (389) 31% 31% 20% 14% 4% early adopt 51% mass market 27% smartphone (1,106) 33% 32% 21% 10% 4% late adopt 22% console (724) 34% 32% 21% 10%2% very late 19% smart TV (407) 15% 53% 26% 4%2%
167 video calls (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 1,158) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (450) desktop PC (1,558) 27% skype 77% 7.9 laptop (731) 8.0 laptop (2,153) 32% facetime 27% viber tablet (527) 7.8 tablet (1,501) 33% 14% google hangouts 10% hybrid (282) 7.9 hybrid (680) 40% tango 5% smartphone (661) 7.9 smartphone (2,278) 29% faceflow 5% console (261) 7.6 console (1,546) 13% ooVoo 4% smart TV (192) 7.7 smart TV (760) 25% line 4% wechat 4% top main brands satisfaction by device desktop PC (1,558) 19% fring 3% DESKTOP LAPTOP TABLET HYBRID laptop (2,153) 23% other 3% PC not sure 7% tablet (1,501) 25% BASE RATING BASE RATING BASE RATING BASE RATING hybrid (680) 32% skype 298 8.2 506 8.2 297 8.2 162 8.5 skype 64% facetime smartphone (2,278) 21% 14* 9.2 33* 8.5 91 8.7 n/a n/a facetime 16% google 22* 8.3 22* 8.8 22* 7.9 15* 8.6 console (1,546) 10% google hangouts 4% hangouts smart TV (760) 20% viber 3% SMART- CONSOLE SMART TV faceflow 2% PHONE desktop PC (1,558) 11% tango 1% BASE RATING BASE RATING BASE RATING fring 1% skype laptop (2,153) 14% 352 8.0 125 7.9 101 8.3 line 1% facetime 121 8.8 n/a n/a n/a n/a tablet (1,501) 17% ooVoo <1% google hybrid (680) 22% 26* 8.4 15* 8.5 <10* - wechat <1% hangouts smartphone (2,278) 14% other 1% * low base console (1,546) 7% not sure 7% smart TV (760) 14% 168 Facebook (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 76% desktop PC (1,200) 58% 42% m16-24 85% laptop (1,672) 47% 53% m25-34 86% tablet (1,226) 47% 53% m35-44 72% hybrid (564) 51% 49% m45-54 66% smartphone (1,837) 49% 51% m55-64 56% console not applicable smart TV (616) 67% 33% f16-24 88% f25-34 83% f35-44 81% 16-24 25-34 35-44 45-54 55-64 f45-54 75% desktop PC (1,200) 15% 22% 23% 22% 17% f55-64 68% laptop (1,672) 21% 24% 23% 17% 15% tablet (1,226) 20% 28% 23% 17% 12% first adopt 87% hybrid (564) 24% 28% 21% 21% 6% early adopt 85% mass market 75% smartphone (1,837) 26% 30% 23% 14% 7% late adopt 70% console not applicable very late 53% smart TV (616) 21% 47% 21% 7% 4%
169 Facebook (2 of 2) at least weekly or ever monthly more often % of qualified owners do this by screen brands used for this activity satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,023) desktop PC (1,558) 70% not applicable 8.1 laptop (1,519) laptop (2,153) 73% 8.3 tablet (1,018) tablet (1,501) 70% 8.1 hybrid (452) hybrid (680) 71% 8.3 smartphone (1,538) smartphone (2,278) 72% 8.1 smart TV (250) 7.6 smart TV (760) 36%
desktop PC (1,558) 57% top main brands satisfaction by device laptop (2,153) 65% not applicable tablet (1,501) 60% hybrid (680) 63% smartphone (2,278) 65% smart TV (760) 28%
desktop PC (1,558) 48% laptop (2,153) 56% tablet (1,501) 51% hybrid (680) 50% smartphone (2,278) 58% smart TV (760) 21% 170 twitter (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 37% desktop PC (680) 62% 38% m16-24 48% laptop (921) 51% 49% m25-34 55% tablet (734) 51% 49% m35-44 43% hybrid (371) 50% 50% m45-54 24% smartphone (1,056) 54% 46% m55-64 20% console (808) 60% 40% smart TV (400) 65% 35% f16-24 54% f25-34 40% f35-44 38% 16-24 25-34 35-44 45-54 55-64 f45-54 26% desktop PC (680) 21% 30% 24% 15% 9% f55-64 19% laptop (921) 25% 28% 23% 12% 11% tablet (734) 24% 34% 24% 13% 6% first adopt 63% hybrid (371) 23% 33% 24% 15% 5% early adopt 49% mass market 33% smartphone (1,056) 31% 32% 21% 11% 6% late adopt 23% console (808) 28% 40% 25% 7%1% very late 21% smart TV (400) 17% 53% 18% 9% 2%
171 twitter (2 of 2) at least weekly or ever monthly more often % of qualified owners do this by screen brands used for this activity satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (523) desktop PC (1,558) 32% not applicable 7.8 laptop (746) 8.0 laptop (2,153) 35% tablet (524) 7.9 tablet (1,501) 34% hybrid (270) 7.9 hybrid (680) 36% smartphone (849) 8.0 smartphone (2,278) 38% console (259) 7.6 console (1,546) 14% smart TV (176) 7.7 smart TV (760) 23%
desktop PC (1,558) 24% top main brands satisfaction by device laptop (2,153) 28% not applicable tablet (1,501) 27% hybrid (680) 31% smartphone (2,278) 33% console (1,546) 10% smart TV (760) 19%
desktop PC (1,558) 18% laptop (2,153) 21% tablet (1,501) 21% hybrid (680) 23% smartphone (2,278) 28% console (1,546) 7% smart TV (760) 14% 172 online gambling (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 29% desktop PC (539) 74% 26% m16-24 35% laptop (657) 67% 33% m25-34 55% tablet (580) 64% 36% m35-44 50% hybrid (343) 64% 36% m45-54 33% smartphone (783) 70% 30% m55-64 17% console not applicable smart TV not applicable f16-24 22% f25-34 26% f35-44 22% 16-24 25-34 35-44 45-54 55-64 f45-54 16% desktop PC (539) 13% 31% 28% 20% 8% f55-64 9% laptop (657) 16% 30% 28% 16% 10% tablet (580) 22% 32% 27% 14% 6% first adopt 59% hybrid (343) 23% 33% 23% 16% 5% early adopt 43% mass market 24% smartphone (783) 19% 37% 26% 13% 3% late adopt 16% console not applicable very late 10% smart TV not applicable
173 online gambling (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 907) satisfaction by device (not brand specific, mean out of 10.0) ladbrokes 28% desktop PC (1,558) 26% william hill 28% desktop PC (416) 8.0 paddy power 25% betfair 18% laptop (2,153) 24% sky bet 17% laptop (536) 7.9 bet365 17% tablet (1,501) 24% betfred 11% 888Casino 10% tablet (374) 7.6 32Red 9% hybrid (680) 33% bet victor 9% hybrid (239) stan james 7% 7.7 smartphone (2,278) 22% sky vegas 6% 888Sports 6% smartphone (493) 7.7 888Poker 6% full tilt 5% sky poker 5% poker stars 5% desktop PC (1,558) 21% unibet 5% 666 4% top main brands satisfaction by device laptop (2,153) 19% bet direct 4% party casino 4% bwin 4% DESKTOP tablet (1,501) 18% party bets 4% LAPTOP TABLET HYBRID PKR 3% PC hybrid (680) 25% party poker 3% BASE RATING BASE RATING BASE RATING BASE RATING other 16% not sure 14% smartphone (2,278) 16% ladbrokes 62 8.4 75 8.0 46* 7.8 22* 7.7 ladbrokes 13% william hill 59 8.2 75 8.2 50 8.3 32* 8.7 william hill 13% paddy power 11% paddy power 44* 8.7 53 8.5 43* 8.1 24* 7.8 bet365 8% desktop PC (1,558) 14% sky bet 7% betfair 6% SMART- laptop (2,153) 12% 32Red 2% betfred 2% PHONE 888Poker 2% BASE RATING tablet (1,501) 10% poker stars 2% bet victor 2% ladbrokes 59 8.1 hybrid (680) 888Casino 1% 15% sky vegas 1% william hill 73 8.2 666 1% smartphone (2,278) 10% stan james 1% paddy power 59 7.9 sky poker 1% PKR 1% * low base unibet 1% 888Sports 1% Main used <0.5%: bet other 11% direct, bwin, party bets, not sure 14% party poker 174 video gaming (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 54% desktop PC (933) 66% 34% m16-24 79% laptop (1,188) 54% 46% m25-34 77% tablet (957) 54% 46% m35-44 66% hybrid (480) 52% 48% m45-54 48% smartphone (1,373) 56% 44% m55-64 31% console (1,202) 60% 40% smart TV (496) 64% 36% f16-24 60% f25-34 54% f35-44 52% 16-24 25-34 35-44 45-54 55-64 f45-54 40% desktop PC (933) 19% 26% 23% 22% 9% f55-64 26% laptop (1,188) 25% 27% 23% 15% 10% tablet (957) 21% 28% 26% 17% 9% first adopt 78% hybrid (480) 25% 30% 26% 17% 3% early adopt 71% mass market 51% smartphone (1,373) 26% 32% 23% 13% 5% late adopt 38% console (1,202) 25% 27% 25% 16% 7% very late 22% smart TV (496) 18% 46% 23% 10% 3%
175 video gaming (2 of 2) at least weekly or ever monthly more often % of qualified owners do this by screen brands used for this activity satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (710) desktop PC (1,558) 51% not applicable 8.0 laptop (905) 7.9 laptop (2,153) 45% tablet (782) 8.0 tablet (1,501) 53% hybrid (346) 8.1 hybrid (680) 50% smartphone (1,064) 7.8 smartphone (2,278) 52% console (1,112) 8.5 console (1,546) 69% smart TV (267) 7.7 smart TV (760) 37%
desktop PC (1,558) 36% top main brands satisfaction by device laptop (2,153) 34% not applicable tablet (1,501) 45% hybrid (680) 38% smartphone (2,278) 42% console (1,546) 59% smart TV (760) 28%
desktop PC (1,558) 28% laptop (2,153) 25% tablet (1,501) 34% hybrid (680) 28% smartphone (2,278) 34% console (1,546) 46% smart TV (760) 21% 176 security/antivirus software (1 of 1) ever main use used do this by demographics & segments brands used for this activity (base 2,480) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,159) all UK 80% AVG 31% 8.5 mcafee 25% avast 19% laptop (1,575) 8.6 m16-24 72% norton/symantec 18% tablet (716) m25-34 77% ms security essentials 13% 8.2 windows defender 10% m35-44 80% kaspersky 8% hybrid (462) 8.2 m45-54 85% avira 4% smartphone (950) m55-64 87% zone alarm 3% 7.9 panda 3% bitdefender 3% f16-24 73% eset NOD 32 2% top main brands satisfaction by device f25-34 73% trend micro 2% f35-44 84% lookout 2% DESKTOP f45-54 84% other 9% LAPTOP TABLET HYBRID not sure 8% PC f55-64 87% BASE RATING BASE RATING BASE RATING BASE RATING AVG 23% avg 307 8.5 403 8.6 200 8.5 110 8.4 mcafee 16% first adopt 78% mcafee avast 14% 205 8.5 305 8.4 145 8.2 83 8.1 early adopt 80% norton/symantec 14% avast 182 8.6 246 8.6 113 7.9 83 8.4 mass market 83% ms security essentials 7% late adopt 82% kaspersky 4% SMART- PHONE very late 63% windows defender 2% avira 2% BASE RATING panda 1% avg 288 7.9 eset NOD 32 1% bitdefender 1% mcafee 158 7.4 zone alarm 1% avast 150 8.1 trend micro <1% lookout <1% other 5% not sure 8% 177 online dating (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 16% desktop PC (312) 69% 31% m16-24 23% laptop (396) 62% 38% m25-34 32% tablet (329) 65% 35% m35-44 24% hybrid (244) 59% 41% m45-54 12% smartphone (448) 65% 35% m55-64 6% console not applicable smart TV not applicable f16-24 16% f25-34 18% f35-44 15% 16-24 25-34 35-44 45-54 55-64 f45-54 5% desktop PC (312) 17% 39% 20% 14% 11% f55-64 6% laptop (396) 21% 36% 23% 11% 9% tablet (329) 24% 40% 25% 8%3% first adopt 44% hybrid (244) 26% 35% 29% 8%2% early adopt 22% mass market 10% smartphone (448) 28% 39% 22% 9% 3% late adopt 8% console not applicable very late 13% smart TV not applicable
178 online dating (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 526) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,558) 12% POF (Plenty of Fish) 27% desktop PC (219) 7.6 match.com 21% laptop (2,153) 12% cupid 19% laptop (281) 7.6 zoosk 17% tablet (1,501) 12% tablet (207) tinder 15% 7.5 hybrid (680) 22% eharmony 15% hybrid (170) 7.6 elite singles 11% smartphone (2,278) 12% grindr 11% smartphone (298) 7.4 just singles 10% dating direct 10% desktop PC (1,558) 9% okcupid 9% lovestruck 8% top main brands satisfaction by device laptop (2,153) 10% parship 7% other 22% DESKTOP tablet (1,501) 10% LAPTOP TABLET HYBRID not sure 23% PC hybrid (680) 16% BASE RATING BASE RATING BASE RATING BASE RATING POF (Plenty of Fish) 16% smartphone (2,278) pof 31* 7.3 50 8.4 31* 8.4 21* 7.4 10% match.com 10% match.com 25* 8.0 35* 7.7 20* 8.1 23* 8.1 zoosk 7% cupid 6% zoosk 19* 8.7 21* 6.9 18* 7.4 14* 7.4 desktop PC (1,558) 7% tinder 5% eharmony 4% SMART- laptop (2,153) 8% PHONE dating direct 3% tablet (1,501) 7% grindr 3% BASE RATING elite singles 3% pof 50 7.6 hybrid (680) 11% okcupid 2% match.com 31* 8.0 just singles 1% smartphone (2,278) 7% zoosk 20* 7.8 lovestruck 1% parship 1% * low base other 15% not sure 23% 179 online shopping (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 89% desktop PC (1,427) 57% 43% m16-24 84% laptop (1,988) 47% 53% m25-34 86% tablet (1,391) 50% 50% m35-44 86% hybrid (617) 50% 50% m45-54 90% smartphone (2,088) 52% 48% m55-64 85% console not applicable smart TV not applicable f16-24 89% f25-34 92% f35-44 94% 16-24 25-34 35-44 45-54 55-64 f45-54 93% desktop PC (1,427) 13% 19% 22% 25% 20% f55-64 91% laptop (1,988) 19% 22% 22% 19% 18% tablet (1,391) 18% 27% 24% 19% 12% first adopt 88% hybrid (617) 21% 27% 22% 22% 8% early adopt 90% mass market 91% smartphone (2,088) 26% 31% 24% 13% 6% late adopt 86% console not applicable very late 81% smart TV not applicable
180 online shopping (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,690) satisfaction by device (not brand specific, mean out of 10.0)
amazon desktop PC (1,558) 87% desktop PC (1,222) 8.5 85% ebay 61% laptop (2,153) 86% argos 43% laptop (1,789) 8.5 tesco/tesco direct 32% tablet (1,501) 70% asda 23% tablet (1,022) 8.1 M&S 15% hybrid (680) 74% boots 15% hybrid (488) 8.2 sainsbury's 15% smartphone (2,278) 58% next 14% smartphone (1,251) 7.9 debenhams 12% sports direct 10% asos 9% desktop PC (1,558) 65% john lewis/peter jones 8% top main brands satisfaction by device laptop (2,153) 71% iceland 7% amazon local 6% tablet (1,501) 53% river island 6% DESKTOP LAPTOP TABLET HYBRID morrisons 6% PC hybrid (680) 59% etsy 5% BASE RATING BASE RATING BASE RATING BASE RATING dorothy perkins 5% smartphone (2,278) 41% top shop 5% ever used <4.5%:jd sports, amazon 695 8.8 970 8.8 533 8.5 243 8.7 other waitrose, house of fraser, top 11% man, ocado, qvc, mothercare, ebay 203 8.8 299 8.8 167 8.7 78 8.8 not sure 3% zara, miss selfridge, wish tesco direct 83 8.6 134 8.7 63 8.3 32* 8.8 desktop PC (1,558) 36% amazon 54% laptop (2,153) 36% ebay 17% SMART- tesco/tesco direct 8% PHONE tablet (1,501) 29% asda 3% BASE RATING sainsbury's 2% hybrid (680) 34% argos 1% amazon 621 8.2 next 1% ebay 237 8.4 smartphone (2,278) 22% M&S 1% main used <0.5%: amazon tesco direct 83 8.2 sports direct 1% local, boots, dorothy perkins, * low base asos 1% etsy, house of fraser, iceland, jd debenhams 1% sports, john lewis/peter jones, morrisons, mothercare, ocado, other 3% qvc, river island, top man, top not sure 3% shop, waitrose, wish, zara 181 online banking (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 80% desktop PC (1,304) 60% 40% m16-24 69% laptop (1,797) 48% 52% m25-34 88% tablet (1,297) 51% 49% m35-44 88% hybrid (586) 53% 47% m45-54 82% smartphone (1,939) 53% 47% m55-64 75% console not applicable smart TV not applicable f16-24 79% f25-34 90% f35-44 80% 16-24 25-34 35-44 45-54 55-64 f45-54 75% desktop PC (1,304) 10% 21% 24% 23% 22% f55-64 76% laptop (1,797) 17% 24% 22% 19% 18% tablet (1,297) 18% 29% 24% 17% 11% first adopt 88% hybrid (586) 22% 31% 18% 21% 9% early adopt 88% mass market 80% smartphone (1,939) 25% 33% 23% 13% 6% late adopt 74% console not applicable very late 61% smart TV not applicable
182 online banking (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,440) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (1,558) 74% paypal 29% desktop PC (1,071) 8.6 barclays 21% laptop (2,153) 73% halifax 19% laptop (1,549) lloyds 17% 8.5 tablet (1,501) 54% natwest 16% tablet (773) santander 15% 8.2 hybrid (680) 64% nationwide 14% HSBC 12% hybrid (413) 8.3 smartphone (2,278) 52% TSB 7% tesco bank 6% smartphone (1,110) 8.3 co-operative 5% RBS 5% desktop PC (1,558) 62% capital one 5% first direct 5% laptop (2,153) 63% yorkshire 2% top main brands satisfaction by device wonga 2% tablet (1,501) 43% ulster 1% other DESKTOP 8% LAPTOP TABLET HYBRID hybrid (680) 57% not sure 3% PC BASE RATING BASE RATING BASE RATING BASE RATING smartphone (2,278) 43% barclays 13% lloyds 12% barclays 165 8.7 212 8.5 113 8.3 77 8.7 halifax 12% natwest 11% lloyds 121 8.5 205 8.9 92 8.5 48* 8.8 desktop PC (1,558) 47% santander 9% halifax 123 8.7 192 8.8 87 8.4 46* 8.8 HSBC 8% laptop (2,153) 48% nationwide 8% TSB 5% SMART- PHONE tablet (1,501) 31% RBS 4% paypal 3% BASE RATING hybrid (680) 43% co-operative 3% first direct 3% barclays 175 8.6 smartphone (2,278) 35% tesco bank 1% lloyds 141 8.7 capital one <1% yorkshire <1% halifax 121 8.3 ulster <1% wonga <1% * low base other 5% not sure 3% 183 read eBooks (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 37% desktop PC (649) 57% 43% m16-24 28% laptop (925) 57% 43% m25-34 42% tablet (819) 47% 53% m35-44 37% hybrid (358) 49% 51% m45-54 29% smartphone (1,000) 50% 50% m55-64 34% console not applicable smart TV f16-24 43% not applicable f25-34 46% eBook reader (642) 44% 56% f35-44 38% 16-24 25-34 35-44 45-54 55-64 f45-54 33% f55-64 38% desktop PC (649) 23% 32% 18% 12% 15% laptop (925) 20% 29% 24% 12% 15% first adopt 54% tablet (819) 17% 28% 22% 16% 17% early adopt 49% hybrid (1,000) 27% 37% 22% 8% 6% mass market 35% smartphone (2,229) 23% 36% 22% 10% 8% late adopt 25% console not applicable very late 16% smart TV not applicable eBook reader (642) 14% 19% 23% 22% 22%
184 read eBooks (2 of 2) at least weekly or ever monthly more often % of qualified owners do this by screen brands used for this activity (base 2,895) satisfaction by device (not brand specific, mean out of 10.0)
desktop PC (278) desktop PC (1,558) 18% not applicable 7.2 laptop (2,153) 19% laptop (404) 7.5 tablet (1,501) 39% tablet (589) 8.2 hybrid (680) 23% hybrid (211) 7.5 smartphone (2,278) 24% smartphone (509) 7.6 e-book reader (755) 82% e-book reader (608) 8.7
desktop PC (1,558) 10% top main brands satisfaction by device laptop (2,153) 10% tablet (1,501) 29% not applicable hybrid (680) 18% smartphone (2,278) 16% e-book reader (755) 75%
desktop PC (1,558) 7% laptop (2,153) 6% tablet (1,501) 21% hybrid (680) 13% smartphone (2,278) 10% e-book reader (755) 59%
185 navigation/maps (1 of 2)
do this by demographics & segments distribution of current users by device for this activity male female all UK 66% desktop PC (1,119) 60% 40% m16-24 70% laptop (1,541) 48% 52% m25-34 71% tablet (1,169) 54% 46% m35-44 66% hybrid (527) 57% 43% m45-54 66% smartphone (1,715) 53% 47% m55-64 60% console not applicable smart TV not applicable f16-24 69% f25-34 72% f35-44 71% 16-24 25-34 35-44 45-54 55-64 f45-54 51% desktop PC (1,119) 15% 20% 21% 23% 20% f55-64 59% laptop (1,541) 19% 23% 21% 18% 19% tablet (1,169) 20% 28% 21% 20% 12% first adopt 80% hybrid (527) 24% 28% 23% 20% 6% early adopt 77% mass market 65% smartphone (841) 23% 29% 23% 15% 9% late adopt 55% console not applicable very late 43% smart TV not applicable
186 navigation/maps (2 of 2) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 2,072) satisfaction by device (not brand specific, mean out of 10.0)
google maps 77% desktop PC (878) 8.0 desktop PC (1,558) 59% google earth 34% apple maps 15% laptop (1,239) laptop (2,153) 57% tomtom 13% 8.0 bing maps 10% tablet (1,501) 53% garmin 7% tablet (786) 7.8 yahoo! maps 6% mapquest 3% hybrid (368) 7.8 hybrid (680) 55% citymapper 3% here maps 3% smartphone (1,446) smartphone (2,278) 65% foursquare 3% 8.0 openstreet maps 3% copilot 2% waze 2% navigon 2% top main brands satisfaction by device desktop PC (1,558) 40% wikimapia 2% stay.com 2% DESKTOP laptop (2,153) 40% unlike 2% LAPTOP TABLET HYBRID falk 2% PC tablet (1,501) 35% yelp 1% BASE RATING BASE RATING BASE RATING BASE RATING telenav 1% zagat 1% google maps 556 8.3 785 8.4 459 8.1 179 8.2 hybrid (680) 39% zygic 1% other 5% apple maps 11* 8.8 20* 8.0 50 7.8 <10* - smartphone (2,278) 50% not sure 6% tomtom 36* 8.1 61 8.2 40* 7.6 25* 8.5 google maps 63% apple maps 6% SMART- tomtom 6% PHONE desktop PC (1,558) 18% google earth 6% BASE RATING bing maps 2% laptop (2,153) 17% garmin 2% google maps 915 8.1 yahoo! maps 2% apple maps 104 8.2 tablet (1,501) 18% here maps 1% stay.com 1% tomtom 72 7.9 citymapper 1% main used <0.5%: falk, hybrid (680) 22% copilot 1% foursquare, mapquest, * low base other 3% navigon, openstreet maps, smartphone (2,278) 27% telenav, unlike, waze, not sure 6% wikimapia, yelp, zagat 187 health/fitness (1 of 2 – smartphone and console only)
do this by demographics & segments distribution of current users by device for this activity male female all UK 25% desktop PC m16-24 41% laptop m25-34 35% tablet m35-44 27% hybrid m45-54 15% smartphone (756) 51% 49% m55-64 8% console (593) 52% 48% smart TV f16-24 41% f25-34 40% f35-44 25% 16-24 25-34 35-44 45-54 55-64 f45-54 9% desktop PC f55-64 8% laptop tablet first adopt 55% hybrid early adopt 39% mass market 18% smartphone (756) 33% 34% 20% 8% 5% late adopt 12% console (593) 27% 31% 24% 13% 5% very late 9% smart TV
188 health/fitness (2 of 2 – smartphone and console only) at least weekly or ever main ever monthly more often use used % of qualified owners do this by screen brands used for this activity (base 827) satisfaction by device (not brand specific, mean out of 10.0) wii fit 24% myfitnesspal 21% smartphone (2,278) 26% abs workout 18% smartphone (599) caloriecounter 15% 8.0 nike+ 13% console (1,546) 21% ea sports active 13% map my fitness 12% console (351) 7.5 zumba fitness/dance 12% xbox fitness 11% smartphone (2,278) 22% weight watchers 9% slimming world 8% runkeeper 8% console (1,546) 16% argus 8% walk with map my walk 8% fitbit 7% cyclemeter 7% smartphone (2,278) 17% endomondo 6% run with map my run 6% runtastic PRO 6% console (1,546) 12% S health 5% tempo run 5% top main brands satisfaction by device sports tracker 5% strava 5% map my ride GPS 4% noom 4% SMART- sparkpeople 4% CONSOLE fitsby 3% PHONE other 10% not sure 16% BASE RATING BASE RATING wii fit 12% wii fit n/a n/a 33* 8.3 myfitnesspal 11% nike+ 6% my fitnesspal 83 8.6 <10* - abs workout 5% ea sports active 4% nike+ 39* 8.1 <10* - caloriecounter 4% xbox fitness 4% * low base argus 4% map my fitness 3% zumba fitness/dance 3% runkeeper 3% walk with map my walk 3% weight watchers 2% S health 2% strava 2% endomondo 2% runtastic PRO 1% cyclemeter 1% run with map my run 1% tempo run 1% map my ride GPS 1% main used <0.5%: fitbit 1% fitsby, noom, sparkpeople sports tracker 1% slimming world 1% other 7% not sure 16% 189 For more about PixelLife, please get in touch with your usual Harris Interactive contact, or alternatively any one of the following: steve evans – research director [email protected] 07849 172 341 denholm scotford – business development [email protected] 07989 388 164 pete cooke – sector head [email protected] 07989 387 093 www.harrisinteractive.co.uk