Tech Spending Higher Among Showrooming Buyers

There’s an adage that shoppers vote with their feet, and it can be argued that with the increased use of Smartphones, shoppers are voting with their fingers. Retailers have long wrestled with the balance of generating traffic and having shoppers visit only to ultimately go buy somewhere else. This practice, sometimes called Showrooming, is mostly a reflection of the intelligence and desires of buyers. Using any Smartphones and either a specialized app or even a simple web browser, it’s much easier for consumers to compare prices and products while they are in a brick and mortar outlet.

It might be assumed that shoppers who use their Smartphones to compare products and pricing are low spenders. In fact, the opposite is true.

[Photo courtesy of nobihaya under a Creative Commons license]

[Photo courtesy of nobihaya under a Creative Commons license]

Based on recent primary research by MetaFacts as part of our Technology User Profile (TUP) service, we’ve found that tech spending levels are 37% higher among these careful buyers than the average Smartphone user. Furthermore, tech spending levels are 81% higher than the average Internet-connected adult.

These active buyers are also unique in many other ways, and augmented in-store comparison is an important and long-time growing trend to reckon with.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2013 edition. The large-scale survey is in its 31st continuous year, documenting and detailing the full scope of technology adoption and use.

For this analysis, MetaFacts is sharing the answers to two key survey questions. The TUP survey gathers tech spending levels for both tech products and ongoing tech services, and split out between types of consumer electronics, computers, imaging, Internet, and other categories. The survey also details what consumers actually do with their many tech devices, including the product and price comparison they do within retailers.

In addition to tracking the regular activities of Smartphones, Technology User Profile details the many devices which online adults use to regularly connect to the Internet. The survey-based research details what people do with their devices, where they spend their technology dollars, and how often they update (or don’t update) their technology products.

Technology companies who want to know more about retail or online shoppers, Smartphone users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Consumer research, TUP 2013, TUPdate

One in Six Connected Adults Use Windows XP On Their Primary Home PC

On April 8th, 2014, Microsoft will discontinue extended support for Windows XP. There is a substantial installed base of Home-owned Windows XP PCs being actively used in the U.S.

These users are not just a handful of stragglers, hanging on to get the last nickel of value from their old, tired PCs. In fact, they are active users of a wide variety of tech products and also big spenders on digital media, tech services, and consumer electronics.

[Photo courtesy xcaballe under a Creative Commons license]

[Photo courtesy xcaballe under a Creative Commons license]

Based on the latest research from MetaFacts, one in six (17%) Connected US Adults are using a Windows XP Home PC as their primary PC. Just over one-fifth (21%) of Connected US Adults are using a Windows XP Home PC as their primary or other connected Home PC.

Although the Windows XP Operating System was released in 2001, it continues to remain in active use following the release of more than one version of Microsoft Windows.

Home XP PC users are regularly using their PCs for a wide range of activities, and most are using other PCs, Smartphones, Tablets, and other connected devices in addition to their Windows XP Home PC. The full TUP research details the demographics, behavioral, and tech usage profile characteristics which uniquely differentiate this market segment.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2013 edition. The large-scale survey is in its 31st continuous year, documenting and detailing the full scope of technology adoption and use.

For this analysis, two types of Home Windows XP PC-using adults were defined: “Any Windows XP Home PC” which are those adults who use a Home-owned Windows XP PC as any of their connected devices and “Home PC #1 – Operating System Version” which are those individuals who use a Home-owned Windows XP PC as their primary PC (the PC which they use the most often).

An active connected device is defined in TUP as one which has been connected to the Internet to check email or to open an Internet browser in the prior 90 days.

In addition to tracking the operating system of actively used connected devices, Technology User Profile details the many devices which online adults use to regularly connect to the Internet. The survey-based research details what people do with their devices, where they spend their technology dollars, and how often they update (or don’t updated) their technology products.

Technology companies who want to know more Windows XP users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Market Research, Statistics, Tech Market, TUP 2013, TUPdate

34% of connected adults actively use 4 or more devices

34% of connected adults actively use 4 or more devices

Connected adults are very connected, with one out of three (34%) regularly using 4 or more Internet-connected devices.

Research results from the forthcoming 2013 edition of Technology User Profile (TUP) detail the many devices online adults use to regularly connect to the Internet. In addition to sizing the market, the survey-based research details what people do with their devices. It reports which activities adults primarily use with which device. For example, TUP reports which market segments use their Smartphones or Desktops as their primary communication device, as well as which devices are primarily for fun, shopping, graphics, and other types of activities.

Juggling is becoming an important skill.

[Photo courtesy Robbie Veldwijk under a Creative Commons license]

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by | October 6, 2013 · 9:08 pm

Half of Smartphones being used by Millennials, lead by HTC not Apple (TUPtip)

(a TUPtip from MetaFacts – October 12, 2012)

Just over half (51%) of Smartphones used by online U.S. adults are being used by Millennials, according to the latest survey results from Metafacts Technology User Profile.

These subscribers born between 1977 and 1994 and age 18-35, make up the highest share of HTC Smartphones, and index at 115, with a statistically higher share than Apple, Samsung, LG, Motorola, or RIM, at a 99% confidence level.

Among major smartphone brands, RIM has the lowest share of Millennial subscribers. Instead, their highest share is among Younger Baby Boomers (born 1955-1964, age 48-57).

Current Technology User Profile 2012 subscribers can access this information in the Mobile Phones and Smartphone sections of the Mobile Phones Chapter, or use MarketSight to dive more deeply into which market segments have the highest and lowest penetration.

We suggest reviewing the tech spending patterns of Millennials versus other groups, as well as their employment status and mobile phone churn intention.

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Filed under Mobile Phones, Statistics, TUP 2012, TUPtip

Buying Behavior – solid market research from MetaFacts Technology User Profile

Extensive information about buying behavior is available in TUP – Technology User Profile.

The retail adage: “buyers vote with their feet” is a reflection of old thinking, just as “new buyers vote with their mouse clicks” shows the same partial thinking. Up-to-date technology marketers and researchers know well how important it is to understand the full view of buyers. Consumers are influenced by many screens – and only having one view misses out on the true picture. After all, buyers have many choices and demonstrate time and time again their willingness to change.

Consumers have expanded, contracted, sidestepped, and evolved their buying behaviors. Retail has defied the proclamations of its doom and yet is not what it used to be. As tech buyers continue to change their tastes and preferences, they have tried many different types of channels. The changes are far from over.

Below are a few examples of questions addressed in TUP related to buying behavior. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece.

  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
  • Who is printing coupons?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • Online shoppers – are they everyone, or unique?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • Where do people buy their printer supplies?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
  • Where are printer users buying their printer supplies? Are these the same channels as where they buy their printers?
  • How many screens do people view? Which market segments view more screens than other segments?
  • How strong is name-brand dominance?
  • What is the frequency of printer consumables purchase?
  • Is the smartphone killing PC shopping?
  • What other items (printers, software, monitors/displays, extended service plan, etc.) do people typically buy with their PC purchase?
  • How prominent is Home PC renting versus outright purchase?
  • What channels do people use for buying PCs? How about printers and printer supplies? How do Best Buy customers compare to Office Depot of Staples shoppers?
  • What’s typically bundled with a PC?
  • Who spends the most hours online?
  • Who is using mobile payments?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
  • What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
  • Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
  • Used/Refurbished PCs – who buys them?
  • How many seniors are online? How is their behavior different than younger online users?
  • How much have PC users integrated PCs into their personal lives?
  • Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
  • How are users communicating, given all their communication options?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
  • Which segments have recently paid for a downloaded mobile phone app?
  • What is the impact on privacy concerns on use of social networking?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment? By tech spending behavior?

If solid answers to any of these example questions would help your work in creating the future, please contact MetaFacts.

MetaFacts, Inc. helps technology marketers find and measure their best and future customers.

Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full datasets.

For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.

The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.

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Filed under Consumer research, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012