Extensive research information about communication is available in TUP – Technology User Profile.
It’s been decades since Marvin Gaye “heard it through the grapevine,” and there are more “grapevines” today than you can shake a stick at. It’s important to know which one your target audience uses–social networking, email, texting? Do they grab their cellphone or type a text or email? How do they combine or trade off these modes of communication? TUP’s research gives you demographic and market details that might easily be overlooked, and that can be the difference between having a well-defined market or missing out.
Below are a few examples of questions addressed in TUP related to communication. 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 offers ready, solid answers to the following and many other key questions.
- Who is videoconferencing, and using which platform?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
- How are users communicating, given all their communication options?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments and usage profiles?
- How many screens do people view? Which market segments view more screens than other segments?
- How do Verizon’s subscribers compare to AT&T’s?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- How has the division of work vs. personal use of technology products continued to blur?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
- Which segments are using which tech devices & carriers? For which activities?
- Which smartphone OS is leading, and with which market segments?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- What is the impact on privacy concerns on use of social networking?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- 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 – what are true adoption rates, and into which market segments?
- 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?
- Which market segments are dating online? What else do they frequently do online?
- Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected 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?
- Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
- Most-mobile customers – where do they go and what do they do?
- 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?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- Is social networking only for certain age groups?
- How much have PC users integrated PCs into their personal lives?
- 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?
- Tracfone for oldsters? Who has the oldest segment by carrier?
- Who spends the most hours online?
- Which social networking sites are used most frequently by which segments?
- Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- 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?
- Which market segments are blogging? How do they compare to social networkers?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
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.