Device Primacy and OS – What we Hold Near (TUPdate)

Device Primacy and OS – What we Hold Near – a TUPdate by Dan Ness, December 16, 2016

Primacy. The first device you reach for, the one you stay near, the one you rely on. You might think that it’s the Smartphone, and that’s correct for many, but not all. For many activities and market segments, PCs and tablets dominate. A user’s activity focus affects which devices they choose most often, as does their operating system collection, among other factors.

Primacy by OS Family

All-Apple and all-Windows users are living in different worlds – as they have strikingly different preferences for their primary devices.
Among Apple-only users, Smartphones are the primary device for most types of activities. The PC (Mac or MacBook in this case) is their primary device for cloud storage/sharing and for search and information-related activities. Half (50%) of these adults using only Apple iOS or MacOS devices (no Microsoft Windows or Google Android or ChromeOS) do most of their cloud storage/sharing activities on a PC, and just under one-third (32%) primarily use a Smartphone.

In contrast, among Windows-only users, the PC is strongly the primary device for every major type of activity. Smartphones are only ranked second for productivity/personal and graphics/images activities. A tablet is the second choice for the greatest number of activity types – cloud storage/sharing, search/information, shopping, and social networking.metafacts-device-primacy-primary-secondary-device-2017-01-18_17-08-39

Apple’s iPad doesn’t rank as a second device for any type of activity among Apple-only users. This low level of primacy may seem surprising given that penetration of iPads is higher than average among this Apple-loyal segment. Sixty-one percent of Apple-only users regularly use an Apple iPad, more than double the national rate of 29%. This primacy analysis doesn’t mean Apple-only users aren’t enjoying their iPads – simply that they’re lower on the list of devices they choose for a wide range of activities.

Devices and Primacy
metafacts-device-primary-summary-170113
Across the entire base of connected adults, the PC is the leader for nearly every type of activity. The Swiss Army Knife broad nature of PCs continues its appeal. Smartphones only lead PCs for communications and graphics/imaging activities. Many of the specific activities in these two categories are strongly mobile – making phone calls, staying in touch, and taking and sharing photos.

OS Family

Connected Devices are dominated by three operating systems families – Microsoft Windows, Apple’s MacOS and iOS, and Google’s Android and Chrome OS. The base of Windows, once exclusively dominant, is well-overlapped by Apple and Google. The majority of users are living a multi-OS lifestyle, juggling more than OS family. The two largest OS combinations are nearly equal in market size. Just over one-fourth (26%) of users use connected devices running Windows and Google, and none with an Apple OS. Another fourth (25%) have Windows and Apple devices, with none as Google.metafacts-device-primacy-2017-01-12_16-25-15

Profile highlights of OS Family groups

It might be assumed that Apple-only users are early adopters while Windows-only users are laggards, partly explaining why they might choose different devices as primary or secondary. This is only partly true. The Windows-only users do include many tech laggards and the late majority, with 38% being the last of their age group to have first used a PC, mobile phone, or tablet. However, the Apple-only users aren’t especially early adopters, as 32% meet that definition, which is slightly less than the 33% nationwide who also do. There are other characteristics that set them apart.
Windows-only users are the oldest of the major OS family groups, on average 10 years older than every other group. They also include the smallest share of full-time employees, highest share of low-income households, and lowest average number of devices.metafacts-device-primacy-user-profile-highlights-by-os
Apple-only users have the highest share of younger millennials, have relatively high incomes, although are middling with respect to tech early adopters and laggards.
The jugglers of all three OS are the youngest, high incomes, more devices in use, and have the highest share of tech early adopters.

Activity types, primacy, ages and tech spending

Primacy of device by activity also varies with respect to the user’s age and consumer tech spending on devices and services. Younger adults aren’t necessarily the biggest tech spenders, nor are Smartphone users. In fact, those who primarily use their PCs for social networking or image/graphics activities are the biggest tech spenders and older than those who mostly use Smartphones for those activities.metafacts-device-primacy-age-device-spend-2017-01-18_12-36-08

The average age of adults who use a PC for the majority of their image/graphics activities – from managing photos to creating presentations – is 44, nearly five years older than those whose primary image/graphics device is a Smartphone. The graphics PC group also spends more than $1,450 per year more than Smartphone-focused users. Similarly, PC-focused Social Networkers are more than 8 years older and spend $730 more per year on consumer tech devices and services than their Smartphone counterparts.

Looking ahead

We expect tablets to continue to languish as a minor device for most users and most activity categories. As more 2-in-1 and convertible notebooks emerge and grow in acceptance, they will continue to relegate tablets to secondary or tertiary use.
Smartphones will continue their market penetration, replacing the basic cell phone among the last stalwart holdouts. Whether the last new Smartphone adopters will choose to go with Android or Apple Smartphones will set them on a course strongly affecting their next PC and tablet purchase. It’s most likely they will choose Google Android since this segment is more price-sensitive and less tech-savvy than average.
PCs will continue their gradual decline from primacy, to be replaced by Smartphones. Within PCs, there will be a broader division between the activity profiles for desktop and mobile PCs. We expect desktop PCs to continue their broad primary and secondary use, due to inertia and the as yet unmatched broad capabilities of PCs. Mobile PCs, however, while pressuring tablets, will themselves feel the strongest pressure from Smartphones as their broad usefulness continues to expand.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis. This TUPdate is based on the TUP Life Stage section, which is within the TUP 2016 User Profile Chapter.

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Filed under Basic cell phones, Behaviors and Activities, Cloud Storage, Communication, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Market Sizing, Mobile Phones, Multiple Devices, Notebooks, Shopping, Smartphones, Social Networking, Tablets, TUP 2016, TUPdate, Video calling

How many connected adults use hearables? (MetaFAQs)

For ears, it’s an exciting time in the tech industry.

Hearable technology – audio-oriented wearables spanning wireless Bluetooth headsets to VR headsets – have received a fresh round of media attention. This has stemmed from substantial recent investment in new ventures such as Oculus VR along with a wider range of product releases.

Currently, one in eight US connected adults are regularly using a hearable device – either a wireless Bluetooth headset or VR headsets. This level of use is broad enough to represent great potential opportunity, yet not broad enough to sustain many competitors.

The primary current use case for Bluetooth headsets are for phone calls, as has been the case for more than a decade. Apple is leading the charge to change this with their Airpods tightly integrated with iPhones, in a bid to help popularize voice-controlled usage. metafacts-metafaqs-mq0099-120drxhear-2017-01-11_08-54-29Voice assistants such as Apple’s Siri, Amazon’s Alexa, Microsoft Cortana, and Google Now promise to radically shift how users interact with their technology.

VR headsets, sometimes called goggles, are primarily being used for immersive games, and reaching a slightly different segment than Bluetooth headsets.

This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

This MetaFAQs research result addresses one of the many questions profiling active technology users.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapters with the most information about activities is the TUP 2016 Wearables, Hearables, Listening, and Speaking Chapter. This details which market segments are (and aren’t) using hearables, listening to music, using music streaming services, making phone calls, playing games, using voice control, and other audio-oriented products and activities.

These MetaFAQs are brought to you by MetaFacts, based on research results from their most-recent wave of Technology User Profile (TUP).

For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Behaviors and Activities, Communication, Consumer research, Forward-Leaning, Information and Search, Market Research, MetaFAQs, Mobile Phones, Multiple Devices, Smartphones, TUP 2016, Usage Patterns

Life Stages and Technology Adoption – TUPdate

Life Stage and Technology Adoption – a TUPdate by Dan Ness, December 16, 2016

The stages of life – although many take different paths – are a useful component of understanding technology users. Pivotal life events shape us – forming a family or empty-nesting, passing key birthdays, or joining or leaving from the workforce.
Kids matter – in many ways, and very much so when it comes to understanding technology spending, usage, adoption, and the future of tech. Simply knowing whether children are present or not provides a lot of explanatory power for a technology user’s profile.metafacts-tup-life-stage-factors-2016-12-16_11-17-07

Presence of children is one of three factors that make up life stage analysis, with the other two being age and employment status.
Within the TUP study, MetaFacts determines life stage by creating eight mutually-exclusive groups, each formed by two values of three components. We grouped respondent’s ages into 18-39 (“younger”) and 40 and above (“older”), and presence of children into present or not present. Being employed in the workforce includes any working full-time, part-time, or self-employed. Those not employed outside the home include students, the retired, homemakers, seasonally unemployed and temporarily unemployed.
Life stage analysis is a useful and productive way to quickly sift through mountains of sociodemographics. These three factors, although not exhaustive, provide strong definitional power with respect to predicting and profiling technology acquisition and usage.

Tech Spending by Life Stage

The biggest tech spenders are those adults within the life stage group: younger, employed, and with children. Adults age 18-38 who have kids and are actively employed full-time, part-time, or self-employed spend 66% more on tech devices and services in a year than the average adult. The second-biggest life stage group in tech spending also have kids and are employed, although are age 40 and up. This group’s tech spend is 16% higher than the national average.metafacts-td161215-life-stage-tech-spend-index-2016-12-15_11-48-59
At the other end of the spectrum, with the lowest tech spending levels, are adults age 40+, not employed, and without kids. Their index of 67 reflects their tech spending levels 33% below the national average for connected adults. All of the life stage groups without children spend below the national average for tech devices and services. Also, adults who are not employed outside the home spend less than the average connected adult on tech.

Consumer Electronics and Life Stage

Life stage analysis reveals both laggards and early adopters of many leading technology products. The connected home appears to be doing well – although only among one life stage segment. Employed adults age 18-39 with children stand heads and shoulders above all other segments in market penetration. From smart locks to video doorbells, this group’s usage is significantly stronger than other life stage groups. This group is also clearly strongest in the use of certain other consumer electronics products – golf swing analyzers, GoPro-type headcams, and to further feather the nest, home projectors. Relative penetration of this last item is not quite as different, reflecting in part the higher price of home projectors compared to these other devices, and that they have been available for more years than the other devices.metafacts-td161215-life-stage-consumer-electronics-2016-12-15_14-30-47

One consumer electronic product has reached entirely different life stage segments – the venerable record player. Although turntables and vinyl albums have enjoyed some resurgence following their near-extinction, current usage is primarily among adults age 40 and up, and less so among younger adults. In addition to nostalgic ties and musical memories, these listeners also are more likely to have old LPs.

Life Stage Penetration of Key Tech Devices

Life stage analysis also reveals differences in the use of many key computing and printing devices. The notebook penetration rate among adults employed 18-39 with kids is double that of adults not employed 40+ without kids. There’s an even stronger difference for use of a second PC, with Employed 18-39 with kids having triple the penetration rate of not employed 40+ without kids. And, with nearly a quintuple rate difference, use of game consoles among not employed adults age 18-39 with kids is two-thirds (66%), 4.8 times higher than the 14% rate among not employed 40+ without children.metafacts-td161215-life-stage-key-devices-2016-12-15_14-30-47

Number of Devices by OS

Windows dominates computing devices, as it has for decades. Among all life stage groups, the average number of devices is highest for Windows devices. Apple and Google Android/Chrome devices are gaining in the average number in active use. Among adults 18-39 not employed, there is no difference between Windows and Apple in the number of each OS in active use.
Apple ranks second among all life stage segments except one – 40+, Not employed with Kids. Although the difference is small, this reflects the lower penetration Apple devices have among older adults.metafacts-td161215-key-devices-by-os-2016-12-16_08-03-24

Looking Ahead

Life stage analysis reveals important market segments, especially to separate laggards from early adopters of the newest technology. This approach also helps in predicting future adoption. As technology users navigate their own life courses and transitions. Although it isn’t true that parents leave a maternity ward with additional tech devices, it’s typically not too long that tech accumulation begins.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis. This TUPdate is based on the TUP Life Stage section, which is within the TUP 2016 User Profile Chapter.

Supporting MetaFAQs

  • mq0137 – What is the penetration of home-owned computing devices? – [250 DEV_KEYxLIFE]
  • mq0257 – Which Life Stage segment spends the most on tech devices and services? – [790 SPENDxLIFE]
  • mq0215 – Which Life Stage segment use VR Headsets the most? – [480 CExLIFE]
  • mq0275 – Which Life Stage segments have the highest share of Windows, Apple, and Google OS devices? – [270 DEVxLIFE]
  • mq0594 – Which Life Stage group has the highest usage of Notebook PCs? – [250 DEV_KEYxLIFE]
  • mq0610 – Which Life Stage group has the highest usage of e-Book Readers? – [250 DEV_KEYxLIFE]

Related MetaFAQs

  • mq0091 – What is the percent of Home PC users that use printers? – [250 DEV_KEYxLIFE]
  • mq0237 – What is the average number of Home Tablets being used? – [490 UNITSxLIFE]
  • mq0236 – What is the average number of Home PCs being used? – [490 UNITSxLIFE]
  • mq0150 – Are many users using remote printing services? Are these using their Internet-ready printers or online printing services? Which segments are using remote printing as a substitute for home printing, and which as an additional way to print? – [590 ACT_IMGxLIFE]
  • mq0540 – How are TV and movie device usage levels different across Life Stage segments? – [480 CExLIFE]
  • mq0213 – How does the penetration of OS Ecosystems vary by device type? – [250 DEV_KEYxDEV_ECO]

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Filed under Consumer research, Demographics & Econographics, e-Book Readers, Entertainment, Notebooks, Printers, TUP 2016, TUPdate, Usage Patterns

Tech Purchase Plans – Some Wins and Some Fails (TUPdate)

Tech Purchase Plans – some wins and some fails – a TUPdate by Dan Ness

Some tech products seem to be on everyone’s shopping list, and yet that’s not really the case. Well, certainly smartphones and mobile PCs rank near the top, as they have for years. However, several highly-publicized products haven’t ranked in the top 20 while other less-acclaimed standbys continue to rank well.

Smartwatches by anyone except Apple or Google? Home Thermostats? Chromebooks? They’re not in the top 20, languishing along with basic feature phones. Only a small number of tech buyers are showing true interest.

Diving into the purchase plans from our most recent wave of Technology User Profile (TUP 2016), we’ve identified some very interesting patterns.

What are the top-planned tech products?

Smartphones top the list of purchase plans, with the majority being among those who already use a smartphone. Gaming PCs are strong, with Gaming Desktop PCs drawing nearly triple the interest of Gaming Notebook PCs. Traditional Notebooks continue to rank strongly, while other mobile PC plans are split between 2-in-1 and convertible designs.metafacts-top-30-plans-2016-12-08_16-51-01

Fitness trackers show promise, handily outranking plans for smartwatches by Apple, Google, or any of the many languishing others.

Two products continuing to show steady demand are the venerable Printer and Tower Desktop. Both continue to be ranked in the top 10 for interest.

Apple’s iPad continues to show solid interest, benefiting from recent product refreshes. Plans for Android tablets, however, don’t measure up to Apple’s.

Hits for key segments

What’s interesting is that most tech plans are not evenly spread across all technology users, and instead several key segments have plans that stand out from the pack.

Any tech purchase plans by age

One simple difference between those planning and those not planning – age. Tech purchase plans are stronger among younger than older adults.metafacts-plans-overall-by-age-2016-12-07_15-53-38

Younger adults have stronger plans to purchase any of the 30 tech products we surveyed respondents about. Adults age 30-34 are the peak group with overall purchase plans, with 77% planning to buy at least one product in the coming year. At the other end of the age spectrum, adults age 70 or above are the nadir group with respect to purchase plans, with 29% planning to buy any of the surveyed tech products.

Sigma analysis show youthful intensity

A summation analysis reveals stronger purchase intensity among younger than older adults. The sigma – summation of the plans for all of the respective tech products – shows that adults age 30-39 have the strongest plans of any age group. This is a more intensive curve than the above penetration analysis, reflecting the much broader range of plans among younger adults.metafacts-plans-summation-by-age-2016-12-07_15-53-38

The six most-age-skewed tech products

Six tech products stand out for being age-skewed – with the largest differences between plans among older and younger adults.

Gaming Desktop PCs are at the top of the list, with respect to the widest difference between those with and without plans by age groups. It’s not as if these tricked-out desktops are only pulled towards the youngest among us. The group with the strongest plans are adults age 30-34, which reflects in part that these older adults have the means to pay for these more-powerful PCs. It is also due in part that older adults have more PC usage and experience, with productivity activities as in game planning.

Smartphones – both Apple iPhones and Androids – are more popular with younger than older adults. Since younger adults have higher penetration of smartphone usage than older adults, this reflects a strong replacement market. Conversely, low interest levels also reflects a low likelihood for the smartphone market to strengthen its penetration among older adults.metafacts-age-skewed-plans-by-age-2016-12-07_16-23-42

PC purchase intentions are strongest among age 35-39 adults for more than one PC form factor. This reflects the desire for expanded PC use among this important segment, and also this group’s openness to have PCs which are packaged in different formats.

Something for each, but not every, age group
There’s something for everybody. Each age group has its preferences, with some products at the top of mind of nearly every age group. While looking at the top three ranked products within each age group, we found some interesting patterns. Apple’s iPhone is singular because it’s top-ranked in all groups – in the top three for all 11 age groups. Android Smartphones aren’t very far behind, being top-ranked in 9 groups. That the two oldest groups didn’t report Android Smartphones on their future purchase list may be due in part to the phone or carrier brand having stronger recognition than the Google Android operating system.

Three tech products are strongest among generally older groups – traditional notebooks, printers, and fitness trackers. That 7 of the 11 age groups rank traditional notebooks in the top of their shopping list bodes well for the venerable PC.

Although wearables such as Apple’s Watch and Google Wear have garnered much media attention, neither are in the top three for any age group. One wearable is, though, and it’s fitness trackers. Despite advertising often featuring slim younger women in yoga pants, fitness trackers only rank among the top three items for adults who are age 70 and above. This category is partly an example of aspirational marketing, appealing to those who want to be something they aren’t (yet).

  • The Apple iPhone is among the top 3 for all 11 age groups
  • Android Smartphone – ranked in 9 age groups – younger adults
  • Traditional Notebook – ranked in 7 groups – older adults
  • Printer – ranked in 4 age groups – generally older adults
  • Gaming Desktop PC – ranked in 4 age groups – younger adults
  • Fitness Tracker – only ranks in the top 3 in one age group – age 70+

The six most-spending-skewed tech products

Six tech products stand out based on analysis of consumer tech spending by quartiles. Top spenders – those in the top 1/4th of total household tech spending – are above average in their purchase plans for nearly every tech product. What’s interesting are the tech products which have captured above average interest among the next tier of buyers – those that are in the 3nd-highest quartile of total tech spending.

Within this spending segment, the six tech products which show above-average plans include three Apple products, three wearables, and a fun-oriented category.

The uniquely-strong products from Apple include the iPhone, iPad, and Watch. Apple’s regular product line refresh has helped keep interest high.metafacts-plans-by-spend-2016-12-07_14-32-45

Interestingly, interest for fitness trackers outpaces smartwatches, even among the biggest spenders. This supports, in part, the notion that cost would be a primary barrier to smartwatch adoption. Even more so, it reflects the early stage wearables have in the user’s device collection. There is still plenty of experimentation ahead, as entrants come and go, as ecosystems flower and fade, and mostly as more mainstream users integrate wearable devices into their regular activities.

What you have today – and what you’ll have next – Plans by current device combination
Our research continues to show that future tech purchases are strongly affected by consumer’s current products. Two device combinations stand out as those with the strongest tech purchase plans. Users with a desktop, notebook, mobile, and a tablet make up 31% of connected adults, and those with a notebook, tablet, and mobile phone are 10% of adults. Users with other combinations have tech purchase plans below average.

Five tech products stand out by having stronger-than-average plans among these two popular combos. The Apple iPhone tops the list, with 13% of all connected adults planning to buy one. For those with all four devices – desktop, notebook, tablet, and mobile phone – 19% plan to get an Apple iPhone, well above the average. Those juggling three devices – notebook, tablet, and mobile phone – are also above average in planning to get an Apple iPhone, with 16% planning to get one.metafacts-plans-by-combo-2016-12-07_15-47-47

Purchase plans for traditional notebooks are also strong, and in this case strongest among this 2nd-ranked combination, representing an additional or replacement notebook for 13% of adults. Plans for the largest combination segment are also stronger than average, at 11% of these adults.

Other above tech products for both of these device-combination segments include a Fitness Tracker such as a FitBit, an Apple iPad, and an Android Tablet.

Looking ahead
Looking ahead, we expect the tech-device-rich to get tech-richer, with those who have the broadest collection of technology products and services to remain within that segment of super-tech users. Wearables are still having a tough time finding interest among a broad market, much less finding broad adoption.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

Numerous TUP sections feature analysis of spending plans. These include the Overview, Age Ranges, Age, Gender, Adoption Summary, PC Adoption, Mobile Phone Adoption, Adoption Years, Device Combinations, Primary and Secondary Devices, Devices OS Ecosystems, Brand Footprint, Key Devices, Key Devices/OS, Home-Family PCs, Recently Purchase PCs, Purchase Year, Tablets, Mobile Phones, Smartphone, Basic cell phone, Smartphone Data, Lines, Spending, Wearable Technology, Hearables/Listening, TVs, Music Players, and Social Networks sections.

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Filed under Consumer research, Desktops, Market Research, Notebooks, Smartphones, Tablets, Technology adoption, TUP 2016

Subscription Ink – Only for Busy Youngsters?

Is there an age skew for subscribing to an ink replacement plan?

Consider the person racing to print that important report or family photo, only to discover their printer is out of ink. While office supply and discount retailers still lead as major sources for printer ink purchases, the most-recent market disruption offers a preemptive choice – ink by subscription.metafacts-metafaqs-mq0030-ink-subscription-2016-11-30_11-44-36

Busy and convenience-oriented youngish adults have lead the adoption of subscription ink. Adults age 25-39 have the highest rates of subscription ink usage.

While the national average rate is 22% of adults with printers that subscribe to an ink replacement plan, among adults age 30-34 the rate is double that – at 45%. This is narrowly followed by Adults age 35-39 with 43%.

In addition to their quest for ease and convenience, these age groups are also highest in the presence of children full-time employment and household income, a very active life stage. These sociological factors help drive the demand for family photos, recipes, and greeting cards.

Looking ahead, we expect the attitudes of this often-engrossed group to continue, furthering adoption of subscription ink within this age segment.

Resources

This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

This MetaFAQs research result addresses one of the many questions profiling active technology users, and is based on the following TUP table set: 460 SUxAGE in the Age Category Section of the TUP User Profile Chapter.

Many other related answers are part of the TUP service, available to paid subscribers. The TUP chapter with the most information about printers and printing activities is the TUP 2016 Printer Chapter, and about age-skewed tech usage in the TUP 2016 User Profile Chapter.

For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Graphics and Image, Printers, TUP 2016, TUPdate