fExtensive research information about communication is available in TUP – Technology User Profile.
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?
- 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 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 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.