1. TECHNOLOGY CATEGORY
Market Overview:
• A society with an increasing reliance on technology
• Increase in technological device ownership
• Men are more interested in technology than women
− 39% of men are very interested in technology products and keep up with the latest
technology news compared to only 16% of women
• A focus on developments in ‘smartphone’ technology, as smartphones now
make up over half of personal mobile phones owned by consumers aged 13
and up
• Social networking continues to increase
JCDecaux Airport Passengers:
• JCDecaux Airport passengers are:
− Of a higher socio-economic and income group
− Tech Savvy; People who give advice to people before they buy new things are
20% more likely than average to have travelled through a JCDecaux Airport in the
last 12 months
− Early Tech Adopters; JCDA passengers are 42% more likely than average to
buy new products before most of their friends
− Interested in technology and keep up with the latest technology news; JCDA
passengers are 34% more likely to agree that they try to keep up with the latest
developments in technology
− More likely than the national average to own tech products
− Over half have bought electrical goods at the airport
• 75% of JCDA business passengers own a Smartphone
• 4 out of 5 JCDA business travellers use personal technology devices at the
airport
Sources: Computer Software, November 2010, Mintel; Digital trends winter UK, December
2011, Mintel; Researching and Buying Technology Products UK, January 2012, Mintel; BAA 2011;
JCDecaux Technology panel 2011; TGI GB 2011. info@jcdecauxairport.co.uk