The newest eReaders from Amazon and Barnes & Noble have received many rave reviews, with some focused on the power button placement, others on the logo’s gleam. While these articles are interesting and timely, do they help an understanding of whether or not people will want to buy them; which ones they will buy; and then having them, whether they will they fully use them? Will they help anyone know if readers will instead choose a generic Tablet PC, Apple iPad, their Smartphone or Notebook, or some personal combination of devices?

To offer the customer’s own views to the dialog, I’m analyzing the survey results in the latest wave of the MetaFacts Technology User Profile (TUP). I’m reviewing current eReader customers, non-users, and those who read eBooks and ePeriodicals on other platforms for their behavior, attitudes, buying patterns, and other defining characteristics. My full analysis will be released later this month in the MefaFacts eReaders Profile Report. This TUPdate gives a preview of the findings during this week of announcements.

MetaFacts predicts that one in six American adults will have an eReader by the middle of 2015, up from almost one in ten today.

Why does eReader adoption matter? eReaders are at the center of changing consumer behavior that spans traditional publishing, retail distribution, paid content, media, new devices, and shifting payment models. Depending on consumer acceptance in the coming year, eReaders may go the way of historical flashes such as the GridPad or Apple Newton, be relegated to niche status, or spur further changes in the combination of tech products that consumers use and how they use them.

Key eReader Market Segments

To develop a detailed profile and forecast of eReader users, I’ve focused on several pivotal questions.

Will consumers adopt the entire package offered by Amazon and Barnes & Noble? Will they see the newest Nook or Kindle eReader for what it looks like and its customized software, as a well-integrated and subsidized experience, or as a toll booth leading to a proprietary “media service”? Fickle consumers continue to dance between the desire for openness and flexibility vs. smoothness and vertical integration.

What mix of products will readers use to enjoy written content? Many people have already invested in a combination of devices which they enjoy for other activities. They may choose to simply add a reader app than juggle one more device. Right now, 20% of Smartphone users read a book on it and 25% read a magazine, newspaper, or other ePeriodical.

Will readers want their eBooks on one device and their ePeriodicals on another device? Or, will they demand that their content be synched everywhere? In that case, are they willing to pay for the service or the bandwidth, and willing to accept a different reading experience across different platforms? This raises questions about the consumer’s center of attention – the content, the experience, or the device?

When consumers choose between Nook or Kindle, will their shopping preferences and habits have a strong effect? To reach the many Americans who still prefer retail shopping over online, Barnes & Noble has recently expanded its Nook distribution with announced outlets widely spanning techie-havens Radio Shack and Fry’s Electronics, office supply retailer Office Max, electronics giant Best Buy, regionals Fred Meyer and hhgregg, to mass marketers Target, Sears, and Kmart. This will at least reach adults otherwise offline.

Furthermore, there are questions about whether there will be a net readership increase across all platforms. Will more readers leave print for eBooks or ePeriodicals, or will readers find their experience too disjointed, the paywalls too steep, or will inertia continue?

TUP survey respondents have addressed these questions through what they own and perceive, forming the foundation for a nuanced profile and market adoption forecast.

While there are many forecasting models and methodologies, one effective approach for tech products and services begins with the assumption that each potential buyer is an independent agent – making choices based on their individual conditions and perceptions. Arguments abound that buyers either follow a stochastic or a deterministic path; that they act randomly in response to stimulus or that their mindful behavior can be predicted given the correct explanatory factors.

Demographics may seem like a convenient forecast foundation, but in this case don’t provide enough statistical explanation. After multiple correlation and clustering analyses of eReader adoption using demographics – both personal and household-level socioeconomic profiling – the statistical relationship is low for most factors. It’s tempting to use one of the various geodemographic modeling systems. However, for many new tech products, these factors simply don’t deliver definitive results. Convenient information may actually be counterproductive, or at best useless.

Instead, I’ve started with a simplified agent prediction model. I’ve clustered the adult population into multiple subsegments across five broad segments using discrete combinations of behavioral and attitudinal factors.

• Current eReader users – The first adopters in line will be current eReader owners. Many like what they have and want more of the same done better. As Amazon and Barnes & Noble continue to innovate, a large share of current eReaders will want to upgrade to the newest offering. Others will switch between Nook & Kindle or stay with what they have. Yet others will drop away, shifting to another platform, and then donate their eReader, pile it in their personal tech landfill closet, give it to the kids, or recycle responsibly.
• Stated eReader purchase intention – Another segment reported they had plans to purchase an eReader. From experience, I’ve seen many purchase plans turn out differently than consumers anticipate, as they see competitive offerings (such as a software reader on another platform), balk at the offering, or simply change their minds.
• Readers on other platforms – With truly disruptive technology offerings, one of the historically richest adoption segments are current users of substitutes. People who are already reading eBooks or ePeriodicals on PCs, Smartphones, Tablets, or other platforms have already demonstrated that they like electronic content. Of these, those that already read across multiple platforms are likely to consider and adopt eReaders.
• Tablet PC users, Mobile PC planners, Early Adopters, Active shoppers/fun lovers – This broad segment has several subsegments not included in the other segments. Those already using Tablet PCs have relevant experience. This has been a quickly-growing group and one likely to include buyers who will consider an eReader as a substitute or compliment to their Tablet PC. Similarly, some percentage of those planning to purchase a notebook or netbook may also consider an eReader. Also, this broad segment includes the early adopters of PCs and Mobile Phones who don’t already have an eReader. Also in this segment are subsegments of people who use their PC online for the widest range of entertainment and shopping activities.
• GUM (Great Unwashed Masses) – Not meant to be a derogatory term, this broad segment includes all other adults, some of whom are not even using a PC online. With somewhat limited, but stabilizing, web and email capability on newer eReaders, some percentage of this group may consider an eReader as their portal to the Internet, just as they may alternatively consider Tablet PCs with specialized reader-oriented apps or general purpose browsers.

Based on the research results we have today, MetaFacts forecasts 31 million eReaders to be in the hands of U.S. adults by the end of 2012. Of those, 23% will be in the hands of first-time users. This spells a healthy market, yet expanding relatively slowly. With the resulting 13% of American adults using an eReader, the market will be larger than a niche, yet hardly as widespread as Smartphones.

Source & Methodology

The information in this MetaFacts TUPdate is based on the Technology User Profile service. The preliminary forecast included here is based on analysis of MetaFacts surveys and assumptions based on adoption patterns within each subsegment.  The analysis is based on what survey respondents have, what they do, where they shop, and how they adopt technology based on patterns tracked in Technology User Profile for the last 29 years.

The MetaFacts eReaders Profile Report is scheduled for release on November 30, 2011 and can be pre-ordered. The research offering has several deliverables: an Executive Summary, Cross-Tabulations and Charts, an actionable Consumer Tech Index with the highest-indexed characteristics, as well as a web-based interactive analysis tool.  Several bundles are available for analysts/researchers, advertisers/agencies, marketers, business planners, authors/publishers, and lean advertisers/agencies.

To see other research coverage of Internet products and activities  – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals can license direct access to TUP.

About TUPdates

MetaFacts releases ongoing syndicated original research on the market shifts, trends and consumer profiles for eReaders, Smartphones, Mobile PCs, Home PCs, Web Creators, and many other technology products and services. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, Smartphones, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

Busiest PC Users Are Single Young Males

The Busiest PC Users Are Busy Juggling Devices, Not Focusing

A MetaFacts TUPdate by Dan Ness, Principal Analyst

The busiest PC users are not only busy in hours; they spend a lot of time moving from one PC to another and also between other devices.

This is important because for years, various pundits have foreseen the widespread abandonment of PCs for smartphones, tablets, or other emerging devices. In fact, just the opposite is happening.

Averaging 2.9 PCs, more of the busiest PC users use Home PCs, Work PCs, and Shared/Public PCs than less-active users. Their Desktop usage rate shows this is the main type of PCs used, similar to less-busy users. Their use of Notebook PCs is higher than among other users, although still behind Desktop use.

Almost nine out of ten (86%) of the busiest PC users use two or more PCs, and over half (54%) use three or more PCs.

For this analysis, MetaFacts identifies the busiest PC users as those who spend 60 or more hours per week across all the PCs they use within a 90 day period. This hyperactive group numbers 33.5 million adults, for almost one in five (19%) of online adults.

Why is this important?

Popular media and many recent product launches might leave the impression that PCs have been replaced by smartphones, tablets, and netbooks. However, media attention changes faster than actual usage.

It’s unlikely the busiest PC users will give up their PCs for Smartphones anytime soon. Even the busiest PC users who have Smartphones use their PCs for more activities than the busiest users with basic mobile phones.

While communication activities might seem like the most natural challenger in a one-device scenario, in fact communication PC activities are the second-highest category of activities for the busiest PC users.

The busiest PC users are also the most active with their mobile phones – both Smartphones and Basic Mobile Phones. A higher share of the busiest PC users use their phones for text messaging, email, calendars, playing games, and web browsing than other PC users.

That the busiest PC users are accumulators of multiple devices is probably helped by their physical demographic – young and male. Also, marital status is correlated, although we wouldn’t go so far as to say there is a causal link in either direction. Over four in ten (41%) of the busiest PC users are single, versus 30% of the least-busy PC users.

It’s also telling by what the busiest PC users don’t do – watch much TV. Three in four (75%) of the busiest PC users say they use their PC more than watching TV versus 41% of the least busy. Fun is a key motivation, where 72% of the busiest say they keep finding new ways to use the Internet for fun vs. 42% of the least-busy.

The above analysis is based on people who use PCs to go online, which is the majority. Looking a little more deeply into the possibility of a sizable market being missed, our 1st phase offline survey helped us determine that 14.9% of adults use a mobile phone and do not actively use a PC to go online. While this mobile-phone-only segment has grown, most growth has come from the fully-offline segment. The 5.5% of adults who do not use a mobile phone or online PC at all are slowly shrinking, particularly as handset prices drop and carriers offer prepaid plans.

For the next five years, MetaFacts expects the busiest technology accumulators to continue to use multiple PCs in addition to mobile phones and other devices, and not to fully quit PC use. Since nearly half (46%) of the busiest users have used a PC for 13 or more years, versus the one-third (34%) of the least-busy who are similarly experienced, they are likely to master cloud-based storage and synchronization services to keep their content accessible as they traverse between their various platforms. In this multi-screen world, developers and services will need to support a wide variety of platforms, many of which may not be the newest technology or operating systems.

Looking ahead, the busiest users will likely be noticed by how aptly they can juggle their various and many devices.

Source

The findings in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In each wave of Technology User Profile, we survey a representative sample of respondents about their use of mobile phones, computers, technology attitudes, and many other consumer electronics products and services, behavioral and socioeconomic factors. Current TUP subscribers can access and drill down more deeply into this phenomenon using TUP Interactive Access or with their datasets.

We began the above analysis by first looking at the answers from nearly 10,000 respondents in the Technology User Profile service and then drilled down further into their profiles to get a more complete picture.

To see other research coverage of Internet products and activities – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals can license direct access to TUP.

About TUPdates

MetaFacts releases ongoing syndicated original research on the market shifts, trends and consumer profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology products and services. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

Rent to Own-Storefront look familiar?

A MetaFacts TUPdate by Dan Ness, Principal Analyst

Consumers continue to shape the future of technology with their pocketbooks, whether by outright purchase or payment plans. PC renting is not currently widespread among most U.S. consumers, with only 1% of American online adults using a rented home PC. If considered much at all by the digerati, it is considered passé or fringe.

However, looking ahead, consumer usage patterns are trending towards the pay-as-you-go or the ad-supported model, and with a new definition of PCs and devices as the preferred platform(s): whether called Smartphone, Laptop, Tablet, Netbook, Mobile, or otherwise.

Today’s PC rental business might be called opportunistic, socially beneficial, or predatory, depending on your perspective. Americans renting PCs skew towards younger adults – particularly those PC Newbies who have used a PC less than a quarter of their life – as well as skewing towards adults not employed full-time. Also, evidently, PC renting is biased towards people of color: with rental rates higher among adults who identify with a racial/ethnic group other than White/Non-Hispanic.

Interestingly, these same segments are stronger than average in their use of Smartphones or Basic Mobile Phones as their primary or only browsing, email, and Twitter platforms, as well as the broadening use of prepaid cellular plans. This signals that these consumer segments are likely the earliest adopters of new financial models – not the mythical early adopters stereotypically portrayed as affluent, highly-educated youngsters.

Recently, attention on the rental PC business has increased due to the controversial practices of some rental retailers. The major furniture rental chain Aaron’s was named in a federal lawsuit. Some rental companies, allegedly including some Aaron’s outlets or franchisees, have protected their equipment through the use of remotely activated webcams or tracking software, to the consternation of unwitting renters. Privacy and security issues are looming as important factors following large breaches spanning credit cards, health records, Sony PlayStations, passwords and WikiLeaks documents, only to name a few.

The pay-as-you-go approach has done well for the cable TV and wireless phone businesses, if not for PC manufacturers or PDA makers. Wireless carrier subsidies are increasingly driving the decisions of consumer technology manufacturers, a factor arguably contributing to Palm being driven from their business model prior to being acquired by Hewlett Packard.

In addition to this pay-now/pay-later balance, consumers also position platforms along the BOB-Integrated spectrum. The BOB – Best Of Breed – end of the spectrum features products which do one or few functions very well. One example is a standalone GPS device which gives directions extremely well. The other end of the spectrum: Integrated or Swiss Army Knife – features broadly functional devices which do many things adequately. An example is a Smartphone navigation app, which may not have a full function set or may be compromised due to simultaneous use for incoming messages and music or as a timepiece. Most interestingly, consumers find ways to adapt their behavior in ways that are out of synch with the intentions of the product designers, in some cases using on a fraction of a product’s capability while at other times finding new uses for products beyond their expected design.

Looking ahead, MetaFacts expects continued turmoil and changes as each segment of consumers decide their own favorite device or platform striking a balance of BOB vs. integrated, with choices being affected in part by heightened security and privacy concerns and in part by the underlying payment model.

Source

The results in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In our most recent wave of Technology User Profile, we surveyed American adults about their use of mobile phones, technology attitudes, and many other behavioral and socioeconomic factors. Current TUP subscribers can access and drill down more deeply into this phenomenon using TUP Interactive Access or with their datasets.

We started this analysis by first looking at the answers from 8,175 U.S. respondents in the Technology User Profile service and then drilled down further into their profiles to get a more complete picture.

The MetaFacts Technology User Profile Overview Edition report is available immediately on www.metafactsstore.com, which covers the broader range of key trends. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically.

These editions are for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.

To see other research coverage of Internet products and activities  – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals who want a solid resource they can use immediately after industry events such as mergers, or even use prior to anticipated events, can license direct access to TUP.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

Internet Fun by Age Group

Is the Internet still fun, or is the novelty gone? – reported in MetaFacts TUP survey

A MetaFacts TUPdate by Dan Ness, MetaFacts Principal Analyst

Fun is one of the strongest gravitational forces drawing people to use the Internet. There are of course many other factors influencing usage and adoption levels, such as productivity and connection with friends, yet fun and enjoyment are key human needs.

As part of Technology User Profile, we asked respondents whether they are finding more ways to use the Internet for fun. Nearly two-thirds (64%) agreed or strongly agreed. This is from a carefully balanced sample of 8,175 adults in the second phase of the Technology User Profile survey.

Even at surface level, this finding is a positive sign for the continued growth and strength of the Internet and the many technology products and services relying on it. As adults continue to explore new ways to use the Internet it is a positive sign, and it’s even better to see that the majority of adults do so.

Not all adults agree, however, and some groups show more enthusiasm than others. Younger adults (age 18-34) more strongly agree that they are finding more fun online, with nearly 7 in 10 (69%) agreeing or strongly agreeing. Fewer older adults (age 35 and up) are as enthusiastic, with just under half (49%) agreeing or strongly agreeing.

We also looked more closely to compare Smartphone subscribers to users of Basic Mobile Phones. We wanted to see whether Smartphone users are so charmed with their newer technology that they aren’t enjoying their Internet experience as much for fun. Smartphone subscribers actually have a higher enthusiasm for the web than users of Basic Mobile Phones. Over two-thirds (70%) of Smartphone users agree or strongly agreed with the statement “I keep finding more ways to use the Internet for fun.” This is stronger than the 54% of Basic Mobile Phone users who similarly agree.

This is due only in part to the generally younger age of Smartphone subscribers, because other factors also define the difference: marital status, presence of children (particularly teens), and gender.

Looking more deeply, we examined whether technology experience made a difference. Correcting for age, long-time PC users had the same attitude as those newer to using a PC. There was no significant difference between the attitudes of younger adults (age 18-34) who are Younger PC Newbies – who have used a PC for less than a quarter of their lifetime and Younger PC Veterans, those who have more experience. Also, within older adults (age 35+) the attitudes are the same for Older PC Newbies and Older PC Veterans.

In related analysis, lack of interest is a key deterrent to many that are not using social networking sites such as Facebook, LinkedIn, or MySpace.

Analysis

The technology industry thrives on change and exploration, and while there have been cycles of irrational exuberance and retrenchment, true and sustainable growth or contraction is based on the attitudes and behaviors of technology consumers.

Fun and home entertainment is one key component of the most enthusiastic tech consumers, and for these fans, the Internet is a strong part of their home entertainment experience. With Smartphones and Tablets vying for tech consumers’ attention, PCs stand to be threatened as user’s core Internet portal. Furthermore, different groups of tech consumers react differently to key damping issues such as over-advertising, spam, and privacy concerns.

Fortunately for the tech industry, the quest for fun continues to be a major and positive part of the leading indicators defining technology adoption.

Source

MetaFacts Technology User Profile Overview Edition – report available immediately on www.metafactsstore.com. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically. This edition is for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.

To see other research coverage of Internet products and activities – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other Internet-oriented questions TUP covers on www.technologyuser.com.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300 or send an electronic request.

Is it a myth or is it reality?

The tech industry gets a lot of its juice from myths. After all, creating a future can rely on science fiction and imagination when there isn’t any better information.

However, when things aren’t moving as quickly as hoped or seeming as certain as during the early ’80′s or late 90′s, then it’s worth it to check the myths to see how far along they are towards reality.

One decades-old story features handheld, wearable, or tablet technology that displaces and replace desktop and notebook PCs. Today, the closest thing to that vision is the Smartphone, from the venerable RIM Blackberry to Apple’s iPhone and the flock of Android, Symbian, and Windows-based mobile phones.

While the ever-enthusiastic band of designers, engineers, early adopters and fanboys will describe, ad perpetuam, the many capabilities available in the newest smartphones, what actual users end up actually using often falls short of what is possible. It’s the gap between the possible and the reality where the seriously interested can understand when and how which segment of the market will and won’t adopt technology.

True veterans of the technology industry have seen many grand castles in the air fade into the mist.

Based on our latest waves of Technology User Profile surveys, it’s too early to declare the PC dead. In fact, at present, PCs are more engrained in American’s everyday lives than ever.

The MetaFacts: At present, Smartphone users use more PCs than other adults, and they PCs they use, they use for more activities than other adults (including communication activities)

The MetaFacts: A higher share of Smartphone users say their computer is even more useful than in the previous year.

The MetaFacts: One in four Smartphone users feel their current computer is outdated, and this is the same percentage among users of Basic Mobile Phones.

So, even though Smartphones are increasingly getting closer to the capabilities of PCs, based on how people actually use their Smartphones, it’s too early to declare that this particular myth “Smartphones have replaced PCs” as a reality.

Further Resources

This particular TUPdate draws on the recently released Technology User Profile Overview Report. Contact MetaFacts for more information.

To see other coverage of communication – from cell phones to PC with social networking, chat and webcams – see the other communication-oriented questions TUP covers.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. For more information about the syndicated research service, publications and datasets, contact MetaFacts at 1-760-635-4300.

Extensive solid information about multi-platform usage shifts–who accesses what technology, and where and how they do it–is available in TUP – Technology User Profile.

As consumers’ options for communication, entertainment, and organization grow, one thing seems to stay the same:  change. The more choices that choosy consumers have, the more choices they want, and if they can get it all in one package–even better. But that may not mean that smartphones are replacing PCs–when you can have all the options in one place, certain consumers prefer a few devices to choose between.

Below are a few examples of questions addressed in TUP related to the multi-platform reality. 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 dynamic data to answer the following key questions, as well as many others.

• Is the smartphone killing PC shopping?
• Which segments are keeping their files, calendars, or other information synchronized or backed up online?
• How are users communicating, given all their communication options?
• Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
• How many screens do people view? Which market segments view more screens than other segments?
• 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?
• What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
• Who is videoconferencing, and using which platform?
• Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
• To what extent does game-playing drive online usage specifically and tech usage overall?
• How many and which segments are watching and renting movies on which platforms?
• Netbooks – how soon and with which market segments?
• Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
• What is the impact on privacy in use of social networking?
• Who is using mobile payments?
• How have PC/Online & Mobile Phone activities changed? How might this affect apps?
• Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
• Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
• Which smartphone OS is leading, and with which market segments?
• How much have PC users integrated PCs into their personal lives?
• What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
• 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?
• When do you grow up and give up on your Apple? When do get one again, if you do?
• Who’s busiest – desktop users or notebook users? How do their profiles differ?
• Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
• Which segments are using which devices & carriers? For which activities?
• Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
• Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
• What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
• Most-mobile customers – where do they go and what do they do?
• iPhone users – who are they really? How do they compare with Android, Windows, and Blackberry users?
• 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 types and combinations of consumer electronics are homes using and planning to use?
• In reality, how deeply has the Apple iPod penetrated the market, and into which market segments?
• How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
• How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
• Is email being replaced by alternatives such as social networking, texting, or IM?
• How prominent is Home PC renting versus outright purchase?
• Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
• Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
• What are the overall future trends for the Internet?
• How has the division of work vs. personal use of technology products continued to blur?
• Which tech buyers focus more on retail than shopping online and vice versa?
• Which operating systems dominate within which segments?
• 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?
• How are users incorporating digital images, through the use of digital cameras, scanners, downloading images, as well as how are they producing output?
• 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 market segments are dating online? What else do they frequently do online?
• What about the anti-social – those that aren’t in an online social network? Who are they?
• How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
• How prominent is printing images from mobile phones?
• Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
• Which segments are utilizing the cloud? For which activities?
• Navigation, online maps, location-based mobile phone services, and GPS – who’s getting directions?
• Are mobile computers used longer or shorter than desktops? If so, what’s the difference, and who uses them longest?
• What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
• How much is assisted navigation part of life – and on which platform?
• Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
• How tech-experienced are game-players?
• 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 happens to old PCs? Are they dumped? Recycled? Sold? Which segments dispose in which way?
• What are the major activities that people do with their printers?
• 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?
• 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?
• Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
• How do the market segments of mobile phone platforms vary?
• How social-network active are the various tiers of gamers?
• How central is game-playing to the general population? How about within certain key market segments?

If solid answers 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.

Today’s media-savvy consumers may want their MTV, but they might seek alternative methods to get it.  Advertising seems to have become an option for the consumer, who today is able to bypass commercials, salespeople, and even email in favor of social networking and other sites.  Advertisers in this day and age have to be both flexible and targeted while ubiquitous in order to get their message across.

Below are a few examples of questions addressed in TUP related to tech media, advertising, and television. 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 delivers solid answers to the following questions, and more.

• Which tech buyers focus more on retail than shopping online and vice versa?
• Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
• What is the impact on privacy in use of social networking?
• Most-mobile customers – where do they go and what do they do?
• Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
• How many screens do people view? Which market segments view more screens than other segments?
• How many and which segments are watching and renting movies on which platforms?
• 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 smartphone OS is leading, and with which market segments?
• Online shoppers – are they everyone, or unique?
• How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
• 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?
• Who is videoconferencing, and using which platform?
• How prominent is Home PC renting versus outright purchase?
• How much of the game-playing population is older versus younger?
• In reality, how deeply has the Apple iPod penetrated the market, and into which market segments?
• 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?
• Which market segments are blogging? How do they compare to social networkers?
• 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?
• Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
• How have PC/Online & Mobile Phone activities changed? How might this affect apps?
• Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
• How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
• Which PC brands dominate the PC market? How does this vary within brand segment?
• Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
• Is email dying being replaced by alternatives such as social networking, texting, or IM?
• Which market segments are renting movies? Are they renting DVDs at a retailer, by mail, or at a kiosk? Do they watch them online?
• How much have PC users integrated PCs into their personal lives?
• 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?
• How has the division of work vs. personal use of technology products continued to blur?
• What about the anti-social – those that aren’t in an online social network? Who are they?
• What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
• Are Apple’s best customers really unique?
• Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
• Which social networking sites are used most frequently by which segments?
• What are the overall future trends for the Internet?
• What about the unemployed? Are they more or are they less tech-focused?
• What channels do people use for buying PCs? How about printers and printer supplies?
• How tech-sophisticated are game-players, within key gaming segments?
• What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
• Which industry groups have varied levels of adoption?
• Where are printer users buying their printer supplies? Are these the same channels as where they buy their printers?
• Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
• How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
  Used/Refurbished PCs – who buys them?
• Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
• Which segments are using which devices & carriers? For which activities?
• Which segments have recently paid for a downloaded mobile phone app?
• Which market segments are dating online? What else do they frequently do online?
• When do you grow up and give up on your Apple? When do get one again, if you do?
• How many seniors are online? How is their behavior different than younger online users?
• How important is privacy when getting rid of old computers?
• Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
• Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
• How prominent is printing images from mobile phones?
• Who is using mobile payments?
• Is the smartphone killing PC shopping?
• Netbooks – how soon and with which market segments?
• Who’s busiest – desktop users or notebook users? How do their profiles differ?
• Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
• 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 do the market segments of mobile phone platforms vary?
• How social-network active are the various tiers of gamers?
• How are users communicating, given all their communication options?

If solid answers 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.

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.

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 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.

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.

• What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
• Who is videoconferencing, and using which platform?
• What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments?
• How do the market segments of mobile phone platforms vary?
• How are users communicating, given all their communication options?
• Is email dying because of ads? Being replaced by alternatives such as social networking, texting, or IM?
• iPhone users – who are they really? How do they compare with Android, Windows and Blackberry users?
• How do ad volumes affect usage?
• How many screens do people view? Which market segments view more screens than other segments?
• How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
• 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 – are they replacing notebooks? Stalling smartphones? Withering?
• Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
• Which smartphone OS is leading, and with which market segments?
• What is the impact on privacy in use of social networking?
• Which segments are using which devices & carriers? For which activities?
• What about the anti-social – those that aren’t in an online social network? Who are they?
• Most-mobile customers – where do they go and what do they do?
• How much have PC users integrated PCs into their personal lives?
• How do Verizon’s subscribers compare to AT&T’s?
• 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?
• How has the division of work vs. personal use of technology products continued to blur?
• Which social networking sites are used most frequently by which segments?
• Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
• Which market segments are blogging? How do they compare to social networkers?
• Is social networking only for certain age groups?
• Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
• How have PC/Online & Mobile Phone activities changed? How might this affect apps?
• Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
• Which segments have recently paid for a downloaded mobile phone app?
• How do countries vary in demand opportunities for tech products and services?
• 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?
• What are the overall future trends for the Internet?
• Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
• 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?
• How prominent is printing images from mobile phones?
• Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
• Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
• 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?
• How many seniors are online? How is their behavior different than younger online users?
• Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
• What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
• Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
• Who’s busiest – desktop users or notebook users? How do their profiles differ?
• 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?
• 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?
• 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?
• What are the most common documents (maps, spreadsheets, photos, etc.) that consumers print on their ink-jet printers? How about their laser printers?
• How social-network active are the various tiers of gamers?
• Which segments are utilizing the cloud? For which activities?
• How are users incorporating digital images, through the use of digital cameras, scanners, downloading images, as well as how are they producing output?

If solid answers 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 the Technology User Profile Global Insights Edition 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.

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.

• 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 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.