Extensive information about tech media, advertising and TV is available in TUP – Technology User Profile.
Today’s media-savvy consumers may want their MTV, but they might seek alternative methods to get it. Advertising seems to have become an option for the consumer, who today is able to bypass commercials, salespeople, and even email in favor of social networking and other sites. Advertisers in this day and age have to be both flexible and targeted while ubiquitous in order to get their message across.
Below are a few examples of questions addressed in TUP related to tech media, advertising, and television. 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 delivers solid answers to the following questions, and more.
- Which tech buyers focus more on retail than shopping online and vice versa?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- What is the impact on privacy in use of social networking?
- Most-mobile customers – where do they go and what do they do?
- Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
- How many screens do people view? Which market segments view more screens than other segments?
- How many and which segments are watching and renting movies on which platforms?
- 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?
- Which smartphone OS is leading, and with which market segments?
- Online shoppers – are they everyone, or unique?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- 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?
- Who is videoconferencing, and using which platform?
- How prominent is Home PC renting versus outright purchase?
- How much of the game-playing population is older versus younger?
- In reality, how deeply has the Apple iPod penetrated the market, and into which market segments?
- 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?
- Which market segments are blogging? How do they compare to social networkers?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- How have PC/Online & Mobile Phone activities changed? How might this affect apps?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
- Which PC brands dominate the PC market? How does this vary within brand segment?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
- Is email dying being replaced by alternatives such as social networking, texting, or IM?
- Which market segments are renting movies? Are they renting DVDs at a retailer, by mail, or at a kiosk? Do they watch them online?
- How much have PC users integrated PCs into their personal lives?
- 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?
- How has the division of work vs. personal use of technology products continued to blur?
- What about the anti-social – those that aren’t in an online social network? Who are they?
- What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
- Are Apple’s best customers really unique?
- Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
- Which social networking sites are used most frequently by which segments?
- What are the overall future trends for the Internet?
- What about the unemployed? Are they more or are they less tech-focused?
- What channels do people use for buying PCs? How about printers and printer supplies?
- How tech-sophisticated are game-players, within key gaming segments?
- What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
- Which industry groups have varied levels of adoption?
- Where are printer users buying their printer supplies? Are these the same channels as where they buy their printers?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
Used/Refurbished PCs – who buys them?
- Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
- Which segments are using which devices & carriers? For which activities?
- Which segments have recently paid for a downloaded mobile phone app?
- Which market segments are dating online? What else do they frequently do online?
- When do you grow up and give up on your Apple? When do get one again, if you do?
- How many seniors are online? How is their behavior different than younger online users?
- How important is privacy when getting rid of old computers?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
- How prominent is printing images from mobile phones?
- Who is using mobile payments?
- Is the smartphone killing PC shopping?
- Netbooks – how soon and with which market segments?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- To what extent have Dell and Lexmark penetrated the printer market? Which segments have they penetrated?
- What is Hewlett Packard’s share among Dell computer owners and Dell or Lexmark printer owners and has this changed?
- How do the market segments of mobile phone platforms vary?
- How social-network active are the various tiers of gamers?
- How are users communicating, given all their communication options?
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.
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.