Extensive information about technology consumer demographics is available in TUP – Technology User Profile.
It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.
Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.
Below are a few examples of questions addressed in TUP related to technology consumer demographics. 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.
- How do the segments of mobile phone platforms vary?
- How many seniors are online? How is their behavior different than younger online users?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Which platforms offer the best opportunity for particular activities? How do segments vary?
- Most-mobile customers – where they go and what they do
- How tech-sophisticated are game-players, within key gaming segments?
- Is social networking only for certain age groups?
- How central is game-playing to the general population? How about within certain key market segments?
- Do PC users behave differently with experience? Newbies vs. Vets
- How tech-experienced are game-players?
- What about the anti-social – those that aren’t in an online social network?
- How much of the game-playing population is older versus younger?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- 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?
- How has the division of work vs. personal use of technology products continued to blur?
- How are users migrating from one gaming platform to another? How many are multi-platform and how many focus on a single-platform?
- Which market segments are dating online? What else do they frequently do online?
- Which market segments are blogging? How do they compare to social networkers?
- Which gaming platform dominates with which market segment?
- How big are the key tiers of the game-playing population?
- Primacy – PC-centric, phone-centric, … or BOB? (BOB=Best of Breed) (What is the center of the user’s world?)
- What about the unemployed? Are they more or are they less tech-focused?
- What types and combinations of consumer electronics are homes using and planning to use?
- How do attitudes about software piracy vary within key market segments?
- How many and which segments are watching and renting movies on which platforms?
- Are Apple’s best customers really unique?
- When do you grow up and give up on your Apple? When do get one again, if you do?
- Used/Refurbished PCs – who buys them?
- Who is using mobile payments?
- How much is assisted navigation part of life – and on which platform?
- What makes a smartphone a smartphone (in the consumer’s eyes)
- Navigation, Maps, and GPS – who’s getting directions?
- How do Verizon’s subscribers compare to AT&T’s?
- Netbooks – how soon and with who?
- What’s the likely near-term outcome for an OS upgrade?
- One to a customer? How often are PCs shared?
- Is the smartphone killing PC shopping?
- Which social networking sites are used most frequently by which segments?
- Which segments are utilizing cloud computing? For which activities?
- Online shoppers – are they everyone, or unique?
- Which types of software (packages and SaaS) are used and intended for near-term use? (apps, appstore)
- How many screens do people view?
- iPhone users – who are they really?
- Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
- What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- How important is privacy when getting rid of old computers?
- What are the major activities that people do on their printers?
- Which segments have recently paid for a downloaded mobile phone app?
- How strong is name-brand dominance?
- Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.
MetaFacts, Inc. helps technology marketers find and measure their best and future customers.
Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full dataset.
For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.
The above questions are answered with the TUP 2010 edition, and even more questions are answered in the TUP 2011 edition.