Extensive information about technology consumer demographics is available in TUP – Technology User Profile.
It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.
Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.
Below are a few examples of questions addressed in TUP related to technology consumer demographics. 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.
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
- How many seniors are online? How is their behavior different than younger online users?
- Which smartphone OS is leading, and with which market segments?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
- Is social networking only for certain age groups?
- How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
- How does PC and online usage vary across segments such as workplace company size or industry?
- 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?
- 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?
- Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
- What is the impact on privacy concerns on use of social networking?
- How much of the game-playing population is older versus younger?
- What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- Who is printing coupons?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- How central is game-playing to the general population? How about within certain key market segments?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- Most-mobile customers – where do they go and what do they do?
- Who spends the most hours online?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- How tech-experienced are game-players?
- 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?
- 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?
- What types and combinations of consumer electronics are homes using?
- How many and which segments are watching and renting movies on which platforms?
- How do market segments vary in demand opportunities for tech products and services?
- To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
- Which market segments are dating online?
- What else do they frequently do online? Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
- Which social networking sites are used most frequently by which segments?
- How tech-sophisticated are game-players, within key gaming segments?
- To what extent does game-playing drive online usage specifically and tech usage overall?
- Special printer paper? Who uses it and what for? Is it only photos, or something else?
- Which market segments are blogging? How do they compare to social networkers?
- How are users communicating, given all their communication options?
- How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
- 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 PC brands dominate the PC market? How does this vary within market segment?
- Are Apple’s best customers really unique?
- What about the unemployed? Are they more or are they less tech-focused?
- 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?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- How is HP’s PC penetration within the overall HP footprint?
- How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
- Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
- Which industry groups have varied levels of tech product adoption?
- Which tech buyers focus more on retail than shopping online and vice versa?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- How rich is the user’s printing experience? Do they use only one printer or more than one? For multi-printer users, which ones do they use? Who are the most-active printer users?
- Who is videoconferencing, and using which platform?
- Tracfone for oldsters? Who has the oldest segment by carrier?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- 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 does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
- Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- How prominent is Home PC renting versus outright purchase?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
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 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.