Extensive information about buying behavior is available in TUP – Technology User Profile.
The retail adage: “buyers vote with their feet” is a reflection of old thinking, just as “new buyers vote with their mouse clicks” shows the same partial thinking. Up-to-date technology marketers and researchers know well how important it is to understand the full view of buyers. Consumers are influenced by many screens – and only having one view misses out on the true picture. After all, buyers have many choices and demonstrate time and time again their willingness to change.
Consumers have expanded, contracted, sidestepped, and evolved their buying behaviors. Retail has defied the proclamations of its doom and yet is not what it used to be. As tech buyers continue to change their tastes and preferences, they have tried many different types of channels. The changes are far from over.
Below are a few examples of questions addressed in TUP related to buying behavior. 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.
- Online shoppers – are they everyone, or unique?
- How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
- Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
- Channels – best of breed or all-in-one?
- What channels do people use for buying PCs? How about printers and printer supplies?
- How prominent is Home PC renting versus outright purchase?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- What’s typically bundled with a PC?
- What is the frequency of printer consumables purchase?
- Where are printer users buying their printer supplies? Are these the same channels as where they buy their printers?
- Is the smartphone killing PC shopping?
- Where do people buy their printer supplies?
- What other items (printers, software, monitors/displays, extended service plan, etc.) do people typically buy with their PC purchase?
- What happens when the online promise is not kept? (online banking broken, egovernment not representative)
- Do PC users behave differently with experience? Newbies vs. Vets
- Which segments have recently paid for a downloaded mobile phone app?
- How strong is name-brand dominance?
- What peripherals and options do users purchase before they purchase their PC, with their PC, and after they’ve purchased their PC?
- What happens to old PCs?
- Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
- Beyond paper or plastic: New or refilled? Original or competitor?
- What types and combinations of consumer electronics are homes using and planning to use?
- Which segments are utilizing cloud computing? For which activities?
- What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
- Most-mobile customers – where they go and what they do
- Primacy – PC-centric, phone-centric, … or BOB? (BOB=Best of Breed) (What is the center of their world?)
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- Navigation, Maps, and GPS – who’s getting directions?
- How big are the key tiers of the game-playing population?
- Which gaming platform dominates with which market segment?
- How do the segments of mobile phone platforms vary?
- Which platforms offer the best opportunity for particular activities? How do segments vary?
- How many and which segments are watching and renting movies on which platforms?
If solid answers to any of these example 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 datasets.
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.