Rogers Innovation Report: 2012 trend watch
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Rogers Innovation Report: 2012 trend watch

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Nomophobia on the rise in Canada: Majority of Canadian smartphone owners sleep next to their device and expect to be even more connected in 2013 ...

Nomophobia on the rise in Canada: Majority of Canadian smartphone owners sleep next to their device and expect to be even more connected in 2013

What’s the first thing you do when you wake up in the morning and before you go to bed? Over half of Canadians reach for their smartphones.

Rogers Communications and Vision Critical came together to study the habits of Canadians, their views on technology, and to determine the trends we’ll be seeing in 2013. As we ring in the New Year, more and more, Canadians are becoming attached to their smartphones. Whether for business or personal use, these mobile devices bring the content they need right into their hands almost immediately. In the latest Rogers Innovation Report, Canadians are increasingly experiencing Nomophobia, the state of stress caused by being away from your smartphone. As many as 65 per cent of Canadians have admitted to feeling naked without their smartphone that one time they head out the door, forgetting their device on the nightstand or kitchen counter.

The Report also revealed over half of Canadian respondents said they increased the amount of TV and movies they watched over the Internet in 2012 – nearly half (43%) say they have watched Gangnam Style since it was released. Cloud services are predicted to become more commonplace and working from home will become more popular as mobile networks become faster. The majority of Canadians feel that wireless network speeds have improved in the last year and by 2017, almost half expect to save at least two hours a day by using faster home and mobile Internet.

Join the discussion on Twitter: #RIRExplores

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Rogers Innovation Report: 2012 trend watch Rogers Innovation Report: 2012 trend watch Presentation Transcript

  • December 2012 Year End Trends© 2012 Rogers Communications
  • MethodologyFrom November 15th to November 19th, 2012, an online surveywas conducted among a sample of 1040 Canadians that ownand use a smartphone or tablet and subscribe to the internet orhave a data plan for either device, who are Angus Reid Forumpanel members. The results have been statistically weightedaccording to the most current age, gender and region Censusdata to ensure a representative sample. The margin of error onthe full base — which measures sampling variability — of 1040respondents is +/- 3.1%. Discrepancies in or between totals aredue to rounding. 2
  • Looking back, in 2012, did you… -All Respondents- Watch TV and movies more over the Internet at home 52% Watch Gangnam Style on YouTube 43% Pay for a streaming video or music service 30% Share documents/pictures using Dropbox and Yousendit 26% Upgrade to faster home internet speeds 25% Update/purchase mobile device capable of faster internet speeds 22% Buy a ticket to a live sporting event over the Internet 22% Watch TV/movies using mobile internet on the go on your device 18% Use a mobile app to pay for a purchase 14% Upgrade to faster mobile internet speeds 10% Download a racy novel to a mobile device 10% Fall a bit in love with Suri 10% Watch a live sporting event on your mobile device 8% None of the above 16%Base: All respondents (n=1046)Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below. 3
  • Looking back, in 2012, did you… -All Respondents- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Watch TV and movies more 52% 77% 68% 46% 25% 55% 49% 51% 56% 39% 67% over the Internet at home Watch Gangnam Style on 43% 86% 62% 31% 19% 43% 42% 46% 44% 28% 48% YouTube Pay for a streaming video 30% 42% 41% 24% 15% 33% 27% 32% 32% 17% 35% or music service Share documents and pictures 26% 35% 35% 20% 17% 28% 24% 26% 28% 23% 23% Dropbox and Yousendit Upgrade to faster home 25% 26% 26% 26% 22% 28% 22% 21% 28% 26% 28% Internet speeds Update or purchase a mobile device capable of faster Internet 22% 28% 25% 19% 18% 25% 18% 21% 24% 16% 20% speeds Buy a ticket to a live sporting 22% 25% 25% 21% 13% 26% 17% 23% 24% 13% 20% event over the Internet Watch TV and movies using mobile Internet on the go on 18% 36% 26% 15% 7% 23% 13% 18% 18% 17% 24% your device Use a mobile app to pay 14% 25% 19% 11% 7% 15% 12% 16% 14% 10% 13% for a purchase Upgrade to faster mobile 10% 11% 13% 8% 6% 14% 6% 9% 12% 10% 7% Internet speeds (LTE) Download a racy novel 10% 7% 10% 10% 6% 7% 12% 11% 11% 3% 10% to a mobile device Fall a bit in love with Siri 10% 18% 12% 8% 7% 11% 9% 8% 12% 7% 9% Watch a live sporting event 8% 11% 10% 6% 3% 11% 3% 6% 9% 4% 11% on your mobile device None of the above 16% 4% 7% 20% 33% 16% 17% 16% 13% 28% 12%Base: All respondents (n=1046)Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below. 4
  • In 2012, do you think that… -All Respondents- Home Internet speeds have improved Wireless Internet speeds have improved and become faster in the last year and become faster in the last year No 39% Yes No 48% 52% Yes 61% Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Home Internet speeds have improved and become faster in the last year Yes 48% 47% 43% 50% 57% 51% 44% 44% 46% 60% 56% Wireless Internet speeds have improved and become faster in the last year Yes 61% 64% 63% 57% 66% 66% 56% 58% 62% 65% 58%Base: All respondents (n=1046)Q.11 In 2012, do you think that: 5
  • In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? -All Respondents- Mean: 4.5 None 2% 1-5 73% 6-10 21% 11+ 4%Base: All respondents (n=1046)Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? 6
  • In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? -All Respondents- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Zero 2% 1% — 3% 5% 2% 2% 1% 2% 5% 5% 1-5 73% 71% 71% 74% 79% 69% 79% 70% 74% 80% 72% 6-10 21% 23% 24% 20% 14% 24% 17% 24% 22% 11% 20% 11+ 4% 5% 5% 3% 2% 5% 2% 5% 2% 4% 3% MEAN 4.5 4.7 4.7 4.4 3.9 4.8 4.1 4.7 4.4 4.0 4.3Base: All respondents (n=1046)Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? 7
  • Which of the following statements best describes how attached you are to your smartphone? -Smartphone Users- Attached 37% Highly attached 24% Ridiculously attached 7% Would be lost without it 13% Would not want to live without it 8% None of the above 11%Base: Smartphone Users (n=1009)Q13. Which of the following statements best describes how attached you are to your smartphone? 8
  • Which of the following statements best describes how attached you are to your smartphone? -Smartphone Users- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Attached 37% 40% 31% 42% 41% 39% 35% 35% 36% 43% 44% Highly attached 24% 23% 27% 23% 19% 23% 25% 24% 25% 24% 21% Ridiculously attached 7% 10% 9% 7% 4% 7% 8% 6% 9% 7% 3% Would be lost without it 13% 16% 16% 10% 8% 12% 13% 15% 12% 8% 14% Would not want to live 8% 7% 10% 7% 6% 8% 8% 10% 7% 7% 5% without it None of the above 11% 4% 7% 11% 22% 11% 11% 10% 11% 11% 13%Base: All Smartphone Users (n=1009)Q13. Which of the following statements best describes how attached you are to your smartphone? 9
  • How close do you keep your cell phone/smartphone from you when you sleep at night? -Smartphone Users- In the bed with me 5% Nightstand beside the bed 46% In the same room 13% In the next room 16% Downstairs or on another floor 16% Other 4%Base: All Smartphone Users (n=1009)Q14. How close do you keep your cell phone/smartphone from you when you sleep at night? 10
  • How close do you keep your cell phone/smartphone from you when you sleep at night? -Smartphone Users- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic In the bed with me 5% 22% 9% 3% 1% 5% 6% 4% 6% 4% 9% Nightstand beside the bed 46% 52% 60% 39% 22% 47% 45% 48% 45% 44% 47% In the same room 13% 19% 13% 13% 8% 13% 11% 11% 16% 9% 11% In the next room 16% 3% 8% 21% 31% 17% 16% 19% 13% 19% 16% Downstairs or on another floor 16% 4% 8% 18% 31% 15% 16% 14% 17% 17% 13% Other 4% — 2% 6% 7% 3% 6% 4% 3% 7% 4%Base: All Smartphone Users (n=1009)Q14. How close do you keep your cell phone/smartphone from you when you sleep at night? 11
  • How much do you agree with the following statements… -Own a smartphone- I check my mobile before brushing my teeth in the morning 33% 22% 16% 29% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic I check my mobile device before brushing my teeth 55% 80% 73% 44% 32% 54% 56% 57% 57% 47% 53% in the morning I would feel naked without my smartphone and Internet access 26% 39% 20% 15% Strongly agree Somewhat agree Somewhat disagree Strongly disagree Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic I would feel naked without my mobile device and 65% 78% 75% 61% 44% 63% 68% 67% 65% 64% 58% Internet accessBase: All Smartphone Users (n=1009)Q15. How much do you agree with the following statements: 12
  • Have you ever used your Smartphone in the bathroom? If so, how often? -Smartphone Users- All the time 13% Often 17% Occasionally 28% Rarely 24% Never 18%Base: All Smartphone Users (n=1009)Q16. Have you ever used your smartphone in the bathroom? If so, how often? 13
  • Have you ever used your Smartphone in the bathroom? If so, how often? -Smartphone Users- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic All the time 13% 22% 20% 9% 2% 17% 9% 15% 13% 6% 19% Often 17% 25% 25% 13% 4% 19% 15% 15% 18% 20% 17% Occasionally 28% 26% 27% 30% 28% 28% 29% 32% 26% 27% 21% Rarely 24% 16% 21% 26% 29% 20% 28% 22% 26% 24% 24% Never 18% 11% 7% 22% 37% 16% 19% 16% 17% 23% 19%Base: All Smartphone Users (n=1009)Q16. Have you ever used your smartphone in the bathroom? If so, how often? 14
  • Do you own an LTE enabled device (phone or tablet)? -All Respondents- Yes 28% No 72% Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Yes 28% 26% 30% 27% 23% 33% 22% 30% 28% 26% 17%Base: All Respondents (n=1046)Q17. Do you own an LTE enabled device (phone or tablet)? 15
  • Since buying/owning an LTE device, do you… -Own an LTE device- Save time by using faster mobile Internet speeds 33% Do more on the go because faster mobile 31% Internet speeds improved the experience Do more on the go because the Internet is faster 31% None of the above 44%Base: Own an LTE device (n=287)Q18. Since buying/owning an LTE device, do you… 16
  • Since buying/owning an LTE device, do you… -Own an LTE device- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Save time by using faster 33% 42% 40% 29% 15% 33% 31% 31% 34% 35% 29% mobile Internet speeds Do more on the go because faster mobile Internet speeds 31% 46% 36% 30% 20% 31% 32% 30% 35% 27% 28% improved the experience Do more on the go because 31% 42% 39% 28% 13% 32% 29% 33% 29% 32% 29% the Internet is faster None of the above 44% 31% 37% 46% 62% 44% 44% 44% 43% 48% 36%Base: Own an LTE device (n=287)Q18. Since buying/owning an LTE device, do you… 17
  • If I had access to faster Internet speeds I would do more of the following… -All Respondents- Watch full length videos on my device 38% Browse online more on my mobile device 36% Download more applications 24% Stream more music 23% Play a game in real time with another person 16% Access more social networking sites 12% Send more emails 11% Other 2% None of the above 41%Base: All respondents (n=1046)Q.19 If I had access to faster Internet speeds I would do more of the following: 18
  • If I had access to faster Internet speeds I would do more of the following… -All Respondents- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Watch full length videos 38% 60% 44% 37% 21% 41% 33% 39% 41% 25% 39% on my device Browse online more on my 36% 54% 42% 35% 19% 38% 33% 38% 37% 23% 39% mobile device Download more applications 24% 41% 27% 23% 19% 28% 19% 24% 26% 16% 24% Stream more music 23% 34% 29% 20% 11% 25% 21% 22% 25% 14% 32% Play a game in real time 16% 37% 23% 13% 4% 20% 12% 16% 17% 11% 21% with another person Access more social 12% 27% 18% 9% 4% 13% 11% 13% 12% 10% 12% networking sites Send more emails 11% 17% 11% 11% 12% 12% 10% 12% 12% 8% 15% Other 2% 1% 3% 2% 2% 3% 2% 2% 3% 1% 1% None of the above 41% 22% 34% 41% 60% 37% 45% 38% 37% 55% 43%Base: All respondents (n=1046)Q.19 If I had access to faster Internet speeds I would do more of the following: 19
  • Are you able to use your mobile devices of choice (e.g. Smartphone, tablets) at the office for work purposes? -Smartphone Users- No 45% Yes 55% Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Yes 55% 48% 57% 55% 47% 64% 44% 57% 55% 51% 48%Base: Smartphone Users (n=1009)Q.20 Are you able to use your mobile devices of choice (e.g. Smartphone, tablets) at the office for work purposes? 20
  • Do you wish you could use your devices of choice (e.g. Smartphones, tablets) at the office for work purposes? -Smartphone Users who are not able to use mobile devices of choice at the office for work purposes- Yes 33% No 67% Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Yes 33% 43% 41% 35% 6% 41% 28% 27% 38% 35% 35%Base: Smartphone Users who are not able to use mobile devices of choice at the office for work purposes (n=459)Q.21 Do you wish you could use your devices of choice (e.g. Smartphones, tablets) at the office for work purposes? 21
  • Do you wish your company would pay the bill if you use your mobile devices for work purposes? -Smartphone Users- No 31% Yes 69% Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Yes 69% 77% 75% 70% 44% 72% 65% 68% 71% 59% 75%Base: Smartphone Users (n=1009)Q.22 Do you wish your company would pay the bill if you used your mobile devices for work purposes? 22
  • Which of the following statements best describes your mobile phone situation in 2012… -All Respondents- I was with iPhone and did not switch 28% I was with Android and did not switch 23% I was with BlackBerry and did not switch 18% I was with Windows and did not switch 2% I switched to Android 12% I switched to an iPhone 11% I switched to BlackBerry 2% I switched to a Windows phone 1% Other 3%Base: All respondents (n=1046)Q.23 Which of the following statements best describes your mobile phone situation in 2012: 23
  • Which of the following statements best describes your mobile phone situation in 2012… -All Respondents- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic I was with iPhone 28% 34% 30% 28% 20% 26% 30% 32% 28% 18% 27% and did not switch I was with Android 23% 23% 25% 22% 17% 24% 21% 23% 21% 27% 18% and did not switch I was with BlackBerry 18% 12% 16% 19% 21% 20% 16% 17% 21% 12% 20% and did not switch I was with Windows 2% 1% — 2% 6% 2% 2% 1% 2% 3% 7% and did not switch I switched to Android 12% 10% 11% 12% 14% 13% 10% 9% 11% 20% 11% I switched to an iPhone 11% 14% 13% 10% 11% 9% 14% 12% 10% 10% 14% I switched to BlackBerry 2% 4% 2% 3% 3% 2% 2% 2% 2% 4% 2% I switched to 1% 1% 1% — 1% 1% 1% 1% 1% 1% — a Windows phone Other 3% 1% 2% 4% 7% 3% 4% 3% 4% 5% 1%Base: All respondents (n=1046)Q.23 Which of the following statements best describes your mobile phone situation in 2012: 24
  • LOOKING AHEAD 25
  • How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? -All Respondents- Completely agree 7% Somewhat agree 33% Neither agree nor disagree 18% Somewhat disagree 27% Completely disagree 15%Base: All respondents (n=1046)Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? 26
  • How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? -All Respondents- Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Completely agree 7% 7% 7% 6% 7% 8% 5% 5% 6% 11% 9% Somewhat agree 33% 34% 32% 32% 34% 31% 35% 32% 35% 32% 27% Neither agree nor disagree 18% 12% 19% 21% 13% 21% 16% 21% 17% 18% 14% Somewhat disagree 27% 27% 27% 28% 28% 26% 29% 30% 28% 18% 33% Completely disagree 15% 20% 15% 13% 18% 14% 15% 12% 14% 21% 17%Base: All respondents (n=1046)Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? 27
  • Please indicate whether you agree or disagree with the following statements. In the next year… -All Respondents- Integrated eco systems will become more popular 82% More Canadians will connect to the web on their 80% mobile devices than desktop computers More Canadians will sign up to the fastest Internet speeds available 80% e-Books sales will increase significantly 78% More Canadians will read magazines on tablets 77% Use of Cloud services will become the main way to store and share files, 63% such as documents photos, music, videos, and moviesBase: All respondents (n=1046)Q25. Please indicate whether you agree or disagree with the following statements. In the next year… 28
  • Please indicate whether you agree or disagree with the following statements. In the next year… -All Respondents- % Agree Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic Integrated eco systems will 82% 74% 81% 82% 85% 84% 80% 82% 82% 86% 78% become more popular More Canadians will connect to the web on their mobile 80% 76% 81% 78% 82% 80% 80% 82% 81% 74% 82% devices than desktop computers More Canadians will sign up for the fastest Internet speeds 80% 78% 76% 82% 85% 79% 81% 81% 80% 78% 84% available e-Books sales will increase 78% 69% 75% 80% 84% 77% 80% 77% 80% 76% 81% significantly More Canadians will read 77% 68% 77% 75% 79% 77% 75% 76% 79% 77% 68% magazines on tablets Use of Cloud services will become the main way to store and share files, such as 63% 66% 66% 59% 69% 61% 66% 64% 64% 62% 61% documents, photos, music, videos, and moviesBase: All respondents (n=1046)Q25. Please indicate whether you agree or disagree with the following statements. In the next year… 29
  • Please indicate whether you agree or disagree with the following statements. In the next 2 years… -All Respondents- The majority of Canadians will use the mobile device they prefer 72% at the office for work purposes, including Smartphones and tablets Buffering on a wireless device will be as old school as dial up Internet 71% Canadians will use social networks to make purchase decision, 71% relying more on product/friend reviews Most Canadians will use mobile devices 67% to pay for purchases and save money Cloud services and faster mobile Internet networks 59% will mean more Canadians will work from home More Canadians will be willing to pay to watch 49% online unique sports and entertainment More Canadians will be willing to pay to get unique news content 37%Base: All respondents (n=1046)Q26. Please indicate whether you agree or disagree with the following statements. In the next 2 years… 30
  • Please indicate whether you agree or disagree with the following statements. In the next 2 years… -All Respondents- % Agree Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic The majority of Canadians will use the mobile device they prefer 72% 76% 75% 69% 71% 74% 69% 74% 70% 73% 71% at the office for work purposes Buffering on a wireless device will be as old school as dial up 71% 59% 68% 73% 75% 72% 70% 71% 73% 62% 76% Internet Canadians will use social networks to make purchase 71% 78% 75% 67% 69% 70% 72% 73% 70% 67% 74% decision, relying more on product/friend reviews Most Canadians will use mobile devices to pay for purchases 67% 68% 69% 65% 65% 66% 67% 66% 64% 75% 68% and save money Cloud services and faster mobile Internet networks will mean more 59% 51% 57% 57% 69% 61% 57% 60% 60% 54% 58% Canadians will work from home More Canadians will be willing to pay to watch unique online 49% 52% 51% 46% 56% 51% 48% 53% 47% 46% 52% sports and entertainment More Canadians will be willing to 37% 31% 37% 34% 46% 38% 37% 37% 33% 44% 42% pay to get unique news contentBase: All respondents (n=1046)Q26. Please indicate whether you agree or disagree with the following statements. In the next 2 years… 31
  • Please indicate whether you agree or disagree with the following statements. In the next 5 years… -All Respondents- The overwhelming majority of Canadians will be able to download files in seconds using the fastest mobile Internet technology in the world 76%The majority of Canadian households will have seamless connections with people able to go from room to room without missing a second of a TV show, movie or game 65% Voice command will be the main way we use technology in our cars, on the go and at home 62% Online magazines and newspapers will replace print editions 54% Babies will be using technology before they can walk or talk 44% Social and medical profiles will travel with us so that hotels will know the pillow and restaurants will now what allergies we have 44% Canadians will save at least two hours a day using faster home and mobile Internet 43% Homes will be more aware of personal needs and automatically 42% manage the lights, HVAC, security system, and entertainment devices Desktop and laptops computers for personal use will become extinct 18%Base: All respondents (n=1046)Q27. Please indicate whether you agree or disagree with the following statements. In the next 5 years… 32
  • Please indicate whether you agree or disagree with the following statements. In the next 5 years… -All Respondents- % Agree Age Gender Region Total 18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic The overwhelming majority of Canadians will be able to download files in seconds using the fastest 76% 73% 74% 80% 75% 73% 80% 78% 73% 78% 79% mobile Internet technology in the world The majority of Canadian households will have seamless connections with people able to go from room to room 65% 72% 64% 67% 58% 67% 63% 65% 62% 63% 76% without missing a second of a TV show, movie or game Voice command will be the main way we use technology in our cars, on the 62% 57% 58% 63% 67% 61% 63% 62% 58% 67% 69% go and at home Online magazines and newspapers will replace print editions 54% 41% 55% 53% 52% 54% 54% 55% 51% 58% 49% Babies will be using technology before they can walk or talk 44% 40% 49% 38% 44% 41% 46% 45% 47% 30% 47% Social & medical profiles will travel with us so that hotels will know the pillow we like & restaurants will be 44% 36% 42% 43% 53% 47% 40% 45% 44% 39% 47% more aware of what allergies we have Canadians will save at least two hours a day using faster home and 43% 52% 42% 43% 49% 40% 47% 42% 44% 41% 50% mobile Internet The majority of Canadian homes will be automated: lights, heating, security system & entertainment 42% 50% 47% 39% 39% 42% 42% 40% 41% 47% 50% devices, among other personal needs Desktop and laptops computers for personal use will become extinct 18% 14% 18% 16% 23% 18% 18% 17% 16% 23% 20%Base: All respondents (n=1046)Q27. Please indicate whether you agree or disagree with the following statements. In the next 5 years… 33