Extensive information about mobile phones is available in TUP – Technology User Profile.
Both smartphone and basic feature phones today are much more than a phone. At least, they can be. With all the capabilities of the modern mobile device, it can be difficult to discern what exactly which consumers are after which capabilities, and what they ultimately use. Do they use their phone for the texting, for the web, or as a PDA? As a camera or a gaming tool? Or do they use it mostly as a traditional telephone? These questions beg for extensive answers that only careful, detailed market research can provide.
Below are a few examples of questions addressed in TUP related to mobile phones. 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, since it provides answers to these and many other key questions.
- Video-calling: is this becoming a regular Smartphone activity? Who’s doing this with which brand and carrier?
- iPhone users – who are they really? How do they compare with Android, Windows and Blackberry users?
- How do the market segments of mobile phone platforms vary?
- How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments?
- Which segments have recently paid for a downloaded mobile phone app?
- Which smartphone OS is leading, and with which market segments?
- Who is using mobile payments?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- How have PC/Online & Mobile Phone activities changed? How might this affect apps?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- How many and which segments are watching and renting movies on which platforms?
- What is the impact on privacy in use of social networking?
- Most-mobile customers – where do they go and what do they do?
- Who is videoconferencing, and using which platform?
- What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
- Is email dying because of ads? Being replaced by alternatives such as social networking, texting, or IM?
- Are Apple’s best customers really unique?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- Is the smartphone killing PC shopping?
- Which segments are using which devices & carriers? For which activities?
- What’s the expected market demand for a Google Droid – Verizon – Motorola trio?
- How much have PC users integrated PCs into their personal lives?
- Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
- Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
- What is surprisingly strong “killer app” on both basic mobile phones and smartphones?
- How are users communicating, given all their communication options?
- How do Verizon’s subscribers compare to AT&T’s?
- How prominent is Home PC renting versus outright purchase?
- How prominent is printing images from mobile phones?
- Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
- Are mobile computers used longer or shorter than desktops? If so, what’s the difference, and who uses them longest?
- What about the anti-social – those that aren’t in an online social network? Who are they?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- To what extent does game-playing drive online usage specifically and tech usage overall?
- How many screens do people view? Which market segments view more screens than other segments?
- How strong is name-brand dominance?
- How social-network active are the various tiers of gamers?
- Which social networking sites are used most frequently by which segments?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- What do users sync or “store” in the cloud? How does this differ between mobile phones and PCs? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
- Which market segments are dating online? What else do they frequently do online?
- Which market segments are renting movies? Are they renting DVDs at a retailer, by mail, or at a kiosk? Do they watch them online?
- What about the unemployed? Are they more or are they less tech-focused?
- How many seniors are online? How is their behavior different than younger online users?
- How tech-sophisticated are game-players, within key gaming segments?
- 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?
- Which industry groups have varied levels of adoption?
- In reality, how deeply has the Apple iPod penetrated the market, and into which market segments?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- Which tech buyers focus more on retail than shopping online and vice versa?
- Is social networking only for certain age groups?
- How has the division of work vs. personal use of technology products continued to blur?
- How much of the game-playing population is older versus younger?
- Special printer paper? Who uses it and what for? Is it only photos, or something else?
- Online shoppers – are they everyone, or unique?
- How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
- How much is assisted navigation part of life – and on which platform?
- What is the tech-owning profile of active gamers? High-bandwidth or dial-up? Many consumer electronics entertainment products or focused on gaming? Many computers or few? How does this vary by segment?
What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
- Navigation, online maps, location-based mobile phone services, and GPS – who’s getting directions?
- What are the overall future trends for the Internet?
- How are users incorporating digital images, through the use of digital cameras, scanners, downloading images, as well as how are they producing output?
- Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from? Are smartphones or netbooks changing this?
- Netbooks – how soon and with which market segments?
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- Which market segments are blogging? How do they compare to social networkers?
If solid answers to any of these 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 dataset.
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 2010 edition, and even more questions are answered in the TUP 2011 edition.