Extensive information about the mobile personal computer market is available in TUP – Technology User Profile.
The market for changing technologies is always in flux, and mobile PCs are not exception to the rule. It’s important to know your market, and know it well–is the coffee-shop CEO the leader of the mobile PC pack, or is it the high-school gamer?
Oftentimes the original die-hards for a product are no longer its current audience. Strong research on changing demographics brings the new market to the forefront.
Below are a few examples of questions addressed in TUP related to the mobile PC market. 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 provide solid answers to the following questions as well as many others.
- What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
- Netbooks – how soon and with which market segments?
- Are mobile computers used longer or shorter than desktops? If so, what’s the difference, and who uses them longest?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
- How does PC and online usage vary cross segments such as workplace company size or industry?
- Most-mobile customers – where do they go and what do they do?
- How much have PC users integrated PCs into their personal lives?
- How has the division of work vs. personal use of technology products continued to blur?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- Used/Refurbished PCs – who buys them?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- What are the leading PC brands among Hewlett Packard printer users? How does this differ for the other major printer vendors?
- How have PC/Online & Mobile Phone activities changed? How might this affect apps?
- What channels do people use for buying PCs? How about printers and printer supplies?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
- Which industry groups have varied levels of adoption?
- Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
- Who is using mobile payments?
- What is the impact on privacy in use of social networking?
- How is HP’s PC penetration within the overall HP footprint?
- Birth order = brand order? Does top brand have similar draw cross-countries?
- Who is videoconferencing, and using which platform?
- Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- Which operating systems dominate within which segments?
- What are the overall future trends for the Internet?
- iPhone users – who are they really? How do they compare with Android, Windows and Blackberry users?
- What’s typically bundled with a PC?
- 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?
- When do you grow up and give up on your Apple? When do get one again, if you do?
- Which PC brands dominate the PC market? How does this vary within brand segment?
- How many screens do people view? Which market segments view more screens than other segments?
- How much is assisted navigation part of life – and on which platform?
- To what extent have Dell and Lexmark penetrated the printer market? Which segments have they penetrated?
- What is Hewlett Packard’s share among Dell computer owners and Dell or Lexmark printer owners and has this changed?
- How prominent is printing images from mobile phones?
- How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
- 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?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- Which tech buyers focus more on retail than shopping online and vice versa?
- How are users communicating, given all their communication options?
- 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?
- Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
- Which segments are utilizing the cloud? For which activities?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- Which segments are using which devices & carriers? For which activities?
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- How does Hewlett Packard’s market share differ between the different types of printers (inkjet, multifunction, laser, etc.)?
- What other items (printers, software, monitors/displays, extended service plan, etc.) do people typically buy with their PC purchase?
- 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’s the likely near-term outcome for an OS upgrade?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
- Are Apple’s best customers really unique?
- What happens to old PCs? Are they dumped? Recycled? Sold? Which segments dispose in which way?
- Which market segments are dating online? What else do they frequently do online?
- How many and which segments are watching and renting movies on which platforms?
- How social-network active are the various tiers of gamers?
- Special printer paper? Who uses it and what for? Is it only photos, or something else?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments?
- Is the smartphone killing PC shopping?
- Which social networking sites are used most frequently by which segments?
- What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
- To what extent does game-playing drive online usage specifically and tech usage overall?
- Which segments have recently paid for a downloaded mobile phone app?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
- How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
- Navigation, online maps, location-based mobile phone services, and GPS – who’s getting directions?
- How do ad volumes affect usage?
- Which market segments are blogging? How do they compare to social networkers?
- How tech-sophisticated are game-players, within key gaming segments?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- Is social networking only for certain age groups?
- How many seniors are online? How is their behavior different than younger online users?
- 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?
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.