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Digital Feathernesters – it’s not only generational (TUPdate)

Millennials have been getting a bad rap lately, with pundits suggesting that they’re squandering their financial futures on avocado toast or cold brew. While our TUP study doesn’t track café treats, we’re finding robust spending on technology devices and services by millennials. Among millennials, homeowners outspend their home-renting counterparts by far.

Based on our most recent wave of TUP – Technology User Profile 2017 US – millennial homeowners are far more likely than millennial renters to be using an Apple Watch or Google Wear smartwatch. Furthermore, they’re well above all other groups in using tech devices they don’t own – such as an employer-provided mobile phone, e-book reader, or tablet. They stand out for having their nest feathered by entertainment devices such as home projectors and OTT TV devices such as an Amazon Fire TV or Google TV. Also, these digital feathernesters are more likely than average to be protecting their homes with smart locks and video doorbells.

Differences in tech usage by homeownership status is not only about age, since Generation X homeowners are also well above GenX renters. Interestingly, the mix of devices used by GenX homeowners is like those used by Millennial homeowners, although at lower levels.

Millennial homeowners are a substantial market segment, making up nearly one in four connected adults. This group is only slightly larger than the 20% which are GenX homeowners and the 22% which are boomer homeowners. Renters are the smallest share of connected adults in every age group. Among millennials, a higher share are renters than the rate in other age groups, although homeowners still outnumber renters by nearly two to one.

Looking ahead

Millennial feathernesters have impressive plans, with their tech purchase intentions higher than any other age or homeownership group. Their plans which are strongly higher than the plans of other age and homeownership groups span nearly all types of devices: notebooks, tablets, and smartphones.

Homeownership status is less of a factor among GenX. Unlike the pattern among current tech users, GenX homeowners don’t have substantially stronger plans than do GenX renters. And among Baby Boomers, the pattern is slightly reversed. For many tech products, especially the most-mobile devices, a higher share of Boomer renters plan to purchase notebooks, tablets, smartphones, and desktop PCs than do Boomer homeowners.

Notes

For decades, MetaFacts has focused on research technology usage and adoption, and segmented users by a wide variety of sociodemographic and behavioral factors. This helps us support our wide variety of clients, some of who use different segmentation and analysis approaches that change over time. While many of our clients employ proprietary segmentation approaches, others seek to analyze the market using more publicly-available or convenient standards.

Analysis by age is one widely-used view, and often a productive starting point for deeper analysis. In some cases, age is a key component of life stage, reflecting passages such as adulthood or retirement. In other cases, birth year is used to identify a generational group. Segmentation approaches seek to identify groupings of people who as similar to each other as they are different from members of other groups.

For the analysis in this TUPdate, MetaFacts has categorized online adults into the following age groups:

  • Millennial adult (born 1981-1999, age 18-36)
  • Generation X (born 1965-1980, age 37-52)
  • Baby Boomer (born 1946-1964, age 53-71)
  • Silent+Greatest Generation (born 1945 and before, age 72+)

In our standard TUP analysis, we often split Millennials and GenX into younger and older groups, since much of the technology adoption varies within each of these groups.

MetaFacts continues to conduct custom analysis of the groupings that are the most useful with respect to their use and adoption of technology, as well as with respect to broader sociodemographic and behavioral analysis.

We’re also monitoring the ongoing discussion among the research community around the possible name of the next generation following Millennials. In January 2018, a New York Times reader request turned up suggestions such as “memelords”, “iGeneration”, “deltas”, or “Generation Z or GenZ”.

Source

This post includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile survey, from TUP 2017, its 35th consecutive wave, as well as previous waves. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

 

 

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Filed under Consumer research, Demographics & Econographics, Market Research, Market Segmentation, Market Sizing, TUP 2017, TUPdate

News and Ad Blocking – A Persistent Challenge

Keep stopping the ads!

So say a large and growing group of consumers.

There are multiple ways consumers are expressing this, from actively using ad blockers, to moving beyond “freemium” sites and content to those offering an ad-free experience with a paid subscription, or simply reducing their media consumption.

Ad blockers are being used by a substantial share of online adults in the US. Based on our 2017 wave of Technology User Profile throughout the US, 40% of Connected Adults are actively using an Ad Blocking app on at least one of their connected devices.
Ad blockers are being used across a range of user’s connected devices. The highest rate of ad blocking is on PCs, followed by Smartphones, and then Tablets.
The Ad Blocking rate is even higher among the most-active news readers. This rejection doesn’t bode well for ad-supported business models, such as that of many media outlets.

Looking ahead

Digital consumers continue to value an ad-free experience, whether for news, music, or video content. Consumers enjoy convenience and continue to respond to offers marketed as free. Although these hopes and preferences may persist, what matters more than wishes are what consumers do. Action matters more than opinion, just as behavior carries more weight than intention or preference. Seeing that so many consumers, especially such highly-engaged ones, continue to take the extra step to actively block ads continues to send the messages to advertisers as well as news outlets.

Meanwhile, many media outlets have gotten the message and moved their ad-free experiences behind paywalls. Others encourage freemium customers to at least whitelist their publications. To the extent consumers lower their defenses, this may reduce the value consumers place on being ad-free. In turn, this may encourage more consumers to return to being active readers.

Source

This post includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile survey, from TUP 2017, its 35th consecutive wave, as well as previous waves. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Desktops, Information and Search, Market Research, MetaFAQs, Notebooks, Smartphones, Social Networking, Tablets, TUP 2017, Usage Patterns

Facebook Avoiders Have Strongest Share Among Younger Adults

Younger adults are moving away from Facebook, even while they continue to use other social networks.

The highest share of adults actively using social networks, although not using Facebook, are adults age 18 to 24. The highest share is among males age 18 to 24, with 15% doing so. That is closely followed by females age 18-24 with 11% doing so.

These two gender/age segments were also the top two Facebook-avoiding groups a year earlier. As we reported in TUP 2016, 14% of males age 18-24 and 12% of females age 18-24 were active social networkers not using Facebook.

Also, this is part of a continuing and growing trend. In TUP 2015 we reported that 10% of males age 18 to 24 and 10% of females age 18 to 24 were active social networkers not using Facebook.

Source

This post includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile survey, from TUP 2017, its 35th consecutive wave, as well as previous waves. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Market Research, Market Sizing, MetaFAQs, Social Networking, TUP 2017

Getting Things Done – The Primary Device from PCs to Smartphones (TUPdate)

Getting things done. Isn’t it one of the main explanations we offer when we’re buying our tech devices?

While much of actual tech device usage is about entertainment, communication, and shopping, productivity has its solid place in everyday use.

Whether using a PC, Smartphone, Tablet, or some combination, the majority of connected adults turn to their devices for everything from scheduling appointments to calling on a voice assistant. Based on our Technology User Profile 2017 US survey wave, 88% of Connected Adults regularly use one of their connected devices for any of a range of productivity activities.

Mobility is the Key to Productivity Activities

Having one’s device handy is key for the productivity-oriented. The majority of productivity activities are regularly done using a mobile device – a Notebook, Tablet, or Mobile Phone. This focus on mobility has remained relatively constant over the last few years, representing over two-thirds of the primary productivity devices.

PCs as Dominant Device Type for Productivity

Americans use a PC of some kind for most of their productivity activities. This majority position has withered over the last two years, declining slightly from 54% and 55% of adults to the 51% mark in 2017.
During that same time period, more adults have made the switch from Basic cell phones to Smartphones. This has helped Mobile Phones to increase their share as the favored productivity device, rising to second-place with 41% of adults.

Smartphone surpass Desktops as preference for productivity

Diving more deeply into the TUP data, and looking at connected devices in a more detailed view, Smartphones emerge as the major productivity device. Even looking at Desktops versus Smartphones by combining Tower Desktops with All-in-One Desktops, the year 2017 marks the first time that Smartphones outnumber Desktops as the preferred Productivity device. In 2016, TUP showed that 37% of the primary productivity devices are Desktops to 34% for Smartphones. In 2017, this shifted to 33% Desktops and 39% Smartphones.
Voice Assistants, such as Apple’s Siri, are one of the major productivity activities which have grown in usage, especially on Smartphones. For those users who primarily use a Smartphone for most of their productivity, 57% use a Voice Assistant at least monthly, a level which is 44% higher than the national average. They’re also 30% or more higher than average to be using their Smartphone to manage tasks/to-do items, their personal or work calendar, store their contacts, and to save and play voice memos.
Notebooks, on the other hand, are making a gradual retreat as the productivity device of choice. These still stand out, however, for being above average for certain activities among those who favor their notebooks for productivity. Several productivity activities which are done on notebooks at 25% or more above average: collaborating on work or personal files, finances/accounting, write/manage text/notes/documents, download/use/update anti-virus/security software, and ad blocking software. Yes, the productivity-oriented are more likely than average to block ads and get back to work.
For productivity-primary desktop PCs, however, only two productivity activities stand out above average in their regular use: download/use/update anti-virus/security software, and ad blocking software. Although these two activities do reduce interruptions, they aren’t particularly productive. This indicates that Desktops are likely to continue their slide from primacy for productivity. They’ll either be consigned to other types of activities, or be overtaken by notebooks or tablets.

Looking ahead

Although habits change slowly, they do change. Even as users move between multiple devices, it takes time for them to migrate their behaviors from one way of doing things to another. Apps that have versions that support platforms can ease the user’s migration between devices. By simultaneously supporting multiple platforms, app makes can also make it easier for users to get things done among their own collection of devices, further supporting user’s own choices.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile survey, from 2015 through 2017, its 35th consecutive wave. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

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Filed under Desktops, MetaFAQs, Notebooks, Personal and Productivity, Smartphones, Tablets, TUP 2017, TUPdate, Voice Assistant

Smartphones Rise, PCs and Printers Float, Tablets Waver – User Trends (TUPdate)

Connected Adults using Key Devices

The number of connected adults continues to rise in the US. Based on our Technology User Profile (TUP) 2017 wave, there are 212.6 million adults who regularly connect to the Internet using a PC, Mobile Phone, Tablet, or Game Console. This number is up 18.9 million from the 193.8 million adults we reported in our TUP 2013 wave.

While some of the increase has come from a growing adult population, the share of adults actively connected has also grown, due in large part to the increasing use of Smartphones.

The use of Tablets such as Apple’s iPad has also expanded since 2013, although declined somewhat in 2017.

Home PC usage has remained relatively stable, having appeared to be on the decline after 2013, only to regain again slightly. In part, this return was supported as buyers picked up new All-in-One and Gaming PC designs. Also, many online shoppers are still preferring their larger-screen PCs or Tablets over their Smartphones.

Use of Home Printers continues to have steady, if modest, growth. The percent of Home PC users with Home Printers has rebounded from 82% in 2013 to 88% in 2017. Home inkjets continue to be the user’s printer of choice.

Key Device User Profile

American Technology Users are getting older, on average. The average (mean) age of Connected Adults has increased gradually since 2013, rising from 44.1 to 44.9. The average age of Smartphone users has grown the most dramatically, rising from 37.2 in 2013 to 43.1 in 2017. Similarly, the average Tablet users is older than only a few years ago, rising from 40.2 in 2013 to 44.2 in 2017.

Average Age of Connected Adults using Key Devices

Home Desktops continue to be used by older adults than users of Notebooks, Smartphones or Tablets, although the average age has declined somewhat.

Digging deeper, we looked at the shifts in usage rates for key devices among parents. Adults with children are the biggest spenders on technology devices and services, as we’ve reported in other findings we’ve released from MetaFacts TUP.

Smartphone usage has grown strongly between 2013 and 2017, although is appearing to be leveling off to be just slightly higher than the current level. At 87% of adults with children, Smartphones are ahead of Home PCs. The use of Home PCs by parents has dropped somewhat from 85% in 2013 to 78% in 2017. Home printer use remained a steady 70%-71% among parents.

% of Parents using Key Devices

Adults with children make up 37% of Connected Adults in 2017, higher than the rate in 2013, which was 32%. In addition to being a sizable segment of the market by numbers, as we’ve reported elsewhere in TUP, they spend much more than the average adult on technology devices and services.

Solo adults

Adults in one-person households have a different profile than parents. To begin with, Home Notebooks are used by fewer adults in one-person household than among adults with children, at 43%. Smartphone and Tablet usage has grown, although trails usage rates among parents.

Home Printer use has sagged among single adults, dropping from 68% in 2013 to 63% in 2017.

Solo adults make up 20% of Connected Adults in 2017, effectively the same rate as in 2013, at 21%.

% of Adults in One-Person Households using Key Devices

Looking ahead

The trend is continuing with a multi-device experience for many years to come. Although Tablets appeared to be emerging as a third device, most users actively use both a mobile phone and PC. While Smartphones are growing in use, they aren’t fully replacing PCs or Tablets for most of user’s activities. Although consumers continue to explore and experiment with ways to enjoy what they have, changes in behavior can come slowly. The inertia of consumers is a major factor.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile survey, from 2013 through 2017, its 35th consecutive wave. Similar results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

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Filed under Consumer research, Demographics & Econographics, Desktops, Devices, Market Research, Market Sizing, Notebooks, Smartphones, Statistics, Tablets, Tech Market, TUP 2013, TUP 2014, TUP 2015, TUP 2016, TUP 2017, TUPdate, Usage Patterns