The UK Digital Product Analysis Report was supposed to provide the UK with a comprehensive look at the state of digital products, but it’s been buried under the noise of a number of reports that don’t quite make sense.
A recent report on digital products by the Information Technology & Innovation Foundation (ITIF) is one of the best examples of how bad a job it has done.
ITIF’s report, which was released on Wednesday, said that a whopping 86 per cent of UK consumers are not using a smartphone or tablet, and that this is an issue across a range of digital product categories.
The report found that the average age of the consumer was 42.8, and almost 60 per cent had never used a smartphone, tablet or computer.
It also found that 43 per cent use their phones at least once a week, with 18 per cent saying they use it at least twice a week.
One of the biggest complaints from consumers, it noted, was the lack of a clear differentiation between the digital and physical world.
“The report’s recommendations were for digital products to be more like the physical world, with a single physical product and a single digital product, with products such as phones, tablets and games and services as a core feature of the product’s physical environment,” it said.
That’s not exactly what the UK Government’s Digital Strategy for the UK, which the ITIF report says was introduced in 2014, said.
“The new strategy aims to create a digital world that is more like a physical world than ever before,” the report said.
“In the UK we now have over 1 billion smartphones and almost 5 million tablets, with many more digital products.”
“The UK Digital Strategy seeks to create an environment where all digital products are integrated with physical products.
We have a clear vision of how to make this happen, which is why we have already begun to implement some of the recommendations.”
The ITIF said that the report was largely irrelevant to the UK’s current digital strategy, because it was a report that was never intended to make sense, and therefore was a waste of time.
“This report was written with the assumption that the digital world will not change in the next 10 years, but instead will simply grow bigger and more complex,” it added.
“The report was therefore not intended to be relevant to the digital economy or to digital products in general.”
But what’s more, the report also said that there was little evidence to suggest that the government’s strategy was working.
While the report says that 70 per cent in the UK now use a smartphone and tablet, the ITIM report found a similar level of adoption in just 20 per cent, with almost half of the people who had a smartphone in the previous 12 months using it at some point.
In the US, the average smartphone and iPad user is now older than the average UKer.
In the United States, the majority of people use their smartphones at least one day a week for the first time, and are also more likely to be female than men.
Even in the United Kingdom, the proportion of people who have used a digital product for at least three years has risen, from 15 per cent to 18 per per cent.
The ITIM’s report also noted that a high proportion of consumers are still using their phones for business purposes, with 35 per cent doing so at least half the time.
This is not surprising given that smartphone use in the US has been steadily decreasing since 2010.