Device ownership

Household ownership of products owned by more over-55s, by age, October 2012

Any computer 96%
99%

Any television 85%

92%

DVD player 76%

86%

High-definition (HD) TV 64%

67%

Desktop computer 59%

72%

Digital or video camera (excluding mobile phones) 56%

68%

Basic mobile phone* 38%

71%

Satellite navigation/GPS device (excluding mobile… 41%

44%

Standard-definition TV (non-HD) 36%

40%

eReader (eg Kindle, Kobo etc) 22%

29%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Under-55s Over-55s

*personal ownership
Base: 2,000 internet users aged 16+
Source: GMI/Mintel
The above graph depicts the percentage of household ownership of various electronic products
which include mobile phones (with different features) owned by people in different age group
segments i.e. under 55 and over 55. This graph will enable the manufacturers to identify the
purchase behavioural segmentation in terms of their age and strength of the market in order to
introduce new products that will attract those segments which they intend to target. Fig.1
____________________________________________________________________________
Device ownership
Household ownership of products owned by fewer over-55s, by age, October 2012

Laptop/netbook computer 83%

68%

Smartphone* 73%
29%
Tablet computer (eg Apple iPad, Samsung Galaxy 27%
Tab, BlackBerry PlayBook) 17%

Portable media player* 26%

14%

Surround sound/home cinema system 24%

15%

Blu-ray player (excluding PlayStation 3) 21%

15%

Internet-enabled TV (eg smart TV) 16%

10%

3DTV 8%
4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Under-55s Over-55s

*personal ownership
Base: 2,000 internet users aged 16+
Source: GMI/Mintel
The above graph depicts the percentage of household ownership of various electronic products
which include lap-top, smartphone, tablet etc., owned by fewer people in different age group
segments i.e. under 55 and over 55. This graph will enable the manufacturers to identify the demand
for the aforesaid products, by the under 55s and over 55s segments. Fig.2
Mobile phones

Personal ownership of mobile phones, by age, October 2012

62%
Smartphone 73%
29%

46%
Basic mobile phone 38%
71%

0% 20% 40% 60% 80%

All Under-55s Over-55s

*personal ownership
Base: 2,000 internet users aged 16+
Source: GMI/Mintel
The above graph depicts the percentage of household ownership of various electronic products
which include lap-top, smartphone, tablet etc., owned by fewer people in different age group
segments i.e. under 55 and over 55. This graph will enable the manufacturers to identify the demand
for the aforesaid products, by the under 55s and over 55s segments. Fig.3