Attitudes of adult PC users vary with operating system

Vista Home PC users are more inclined to state their PC is more useful to them than a year ago. They are more inclined to state that the Internet is a big part of their home entertainment and they keep finding more ways to use it for fun.
  • The Internet is a big part of my home entertainment (84% vs. 78%).
  • I keep finding more ways to use the Internet for fun (68% vs. 61%).
  • My computer is more useful to me than it was a year ago (78% vs. 72%).

Apple Home PC users are more brand loyal that other PC OS users. They want the best consumer electronic products regardless of the cost and they spend more time with their PC than watching TV.

  • I spend more time using my computer than watching TV (67% vs. 60%).
  • I would rather have the best electronics products or services than have a packaged bundle from one company (47% vs. 40%).
  • Less concerned about… I am concerned about my private information on a Home PC that I will no longer be using (45% vs. 50%).
  • When I buy my next Home PC, I plan to buy the same brand that I am using today (68% vs. 42%).

Users of Windows PCs with older versions of Windows indicate they feel their PC is outdated compared to other PC users. When they buy their next PC, they indicate that they are not as sure about buying the same brand as they are using today.

In general, users of older versions of Windows do not indicate that the computer is a big part of their life or that the Internet is a big part of their home entertainment and they don’t find more ways to use the Internet for fun. This is related to their older equipment and the fact that fewer of Older Windows Households have a broadband connection than other OS households.

Users of older versions of Windows spend less time using their computer than watching TV than other PC OS users.

  • My computer is a big part of my life (78% vs. 85%).
  • The Internet is a big part of my home entertainment (68% vs. 78%).
  • I keep finding more ways to use the Internet for fun (53% vs. 61%).
  • My current computer is outdated (49% vs. 29%).
  • When I buy my next Home PC, I plan to buy the same brand that I am using today (34% vs. 42%).
  • I spend more time using my computer than watching TV (53% vs. 60%).

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Other findings in the MetaFacts Operating Systems Profile Report include:

  • Operating System Landscape
    • Multi-PC and Multi-OS Households
  • Home Operating Systems and Demographics
    • Having children in the household does make a difference for Vista
    • Household employment and operating system
    • Education level and operating system within the household
    • Annual household income and operating system
    • People age 18-34 are using more Apple primary home PCs than older people
  • Purchase Channels
    • Apple gets a bigger share of direct sales than Windows PCs
  • PC Brands & Operating Systems
    • New PC brands bought by operating system
    • Total installed base for all primary home PCs shows some movement from the big brands in the new PC market
  • Changes in PC Form Factors – Laptops are coming on strong as new primary PC form factor
  • How Different Operating Systems are Used Differently
    • Email is the most frequent activity of users on all primary home PCs
    • New primary home PC user activities
  • Operating Systems and Other Consumer Electronics
    • Handheld device use and operating system of the household
    • Imaging behavior and household operating system
    • Television viewing habits and operating system in the household
    • Convenience is the key for households that have at least one Apple Home PC
    • Some Older Windows Households are planning to upgrade while still taking advantage of older technology
  • Technology Attitudes and Operating Systems
    • Attitudes of adult PC users vary with operating system

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up at https://technologyuser.com/contact/ 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 marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com

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Filed under Consumer research, Market Research, TUP 2008

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