Category Archives: Entertainment

Tablet-First. Is it a thing? (TUPdate)

Tablet-First. Is it a thing? – a TUPdate by Dan Ness, February 17, 2017

Which comes first – Smartphone? Tablet? Notebook? For a small and steadily growing segment, the tablet comes first as the primary connected device.

Over the last three years, the share of connected adults using a tablet as their primary device has expanded. In our 2014 wave of TUP, we found that 6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2015, the Tablet-First rate had grown to 7% and by TUP 2016, reached 9%.MetaFacts-td1702-tablet-first-trend-metafacts-tup-2014-2016-2017-02-16_10-02-19

It’s not as if these Tablet-First users are only using a tablet. Among Tablet-First users, half (50%) use a Smartphone as their secondary device, followed distantly by a Tower Desktop (15%), Basic cell phone (10%), and Notebook PC (9%). Continue reading

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Filed under Consumer research, Entertainment, Market Research, MetaFAQs, Shopping, Tablets, TUP 2016, TUPdate

Are most hearables being used by young males? (MetaFAQs)

Wireless headsets have been available for more than a decade, and are strongest among two age and gender groups. These hearables-active groups are also have above-average shares of VR Headset early adopters.metafacts-metafaqs-mq0100-120drxhear-2017-02-13_08-31-37

The strongest segments for active hearables use include younger males – age 18-44 and youngish females – age 25-34. Penetration is above one in four among males 25-34 (27%) and among males age 35-44 (26%). Among females, hearables usage peaks among females age 25-34, at 15%.

Looking ahead, we expect these same age & gender groups to continue as the strongest users of hearables, and don’t expect other segments to be as keen on hearables.

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Filed under Communication, Demographics & Econographics, Entertainment, Forward-Leaning, MetaFAQs, Mobile Phones, Smartphones, TUP 2016, Usage Patterns, Video calling

Is there an age skew for using VR Headsets? (MetaFAQs)

Is there an age skew for using VR Headsets?

metafacts-metafaqs-mq0047-480-cexage-2017-02-02_11-00-09Virtual reality hasn’t reached market reality, despite decades of experimentation and overhyped false starts. Recent investment has brought renewed attention, hope, and development to the prospects of widespread VR use. Based on our TUP 2016 US survey, only 2% of connected adults are actively using a VR headset, such as the Oculus Rift or Samsung Gear VR. This modest acceptance rate is only part of the research finding, though, as there is more that can be learned from the early adopters.

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Filed under Entertainment, Graphics and Image, Market Research, MetaFAQs, Smartphones, TUP 2016

Device Primacy and OS – What we Hold Near (TUPdate)

Device Primacy and OS – What we Hold Near – a TUPdate by Dan Ness, January 18, 2017

Primacy. The first device you reach for, the one you stay near, the one you rely on. You might think that it’s the Smartphone, and that’s correct for many, but not all. For many activities and market segments, PCs and tablets dominate. A user’s activity focus affects which devices they choose most often, as does their operating system collection, among other factors.

Primacy by OS Family

All-Apple and all-Windows users are living in different worlds – as they have strikingly different preferences for their primary devices.
Among Apple-only users, Smartphones are the primary device for most types of activities. The PC (Mac or MacBook in this case) is their primary device for cloud storage/sharing and for search and information-related activities. Half (50%) of these adults using only Apple iOS or MacOS devices (no Microsoft Windows or Google Android or ChromeOS) do most of their cloud storage/sharing activities on a PC, and just under one-third (32%) primarily use a Smartphone.

In contrast, among Windows-only users, the PC is strongly the primary device for every major type of activity. Smartphones are only ranked second for productivity/personal and graphics/images activities. A tablet is the second choice for the greatest number of activity types – cloud storage/sharing, search/information, shopping, and social networking.metafacts-device-primacy-primary-secondary-device-2017-01-18_17-08-39

Apple’s iPad doesn’t rank as a second device for any type of activity among Apple-only users. This low level of primacy may seem surprising given that penetration of iPads is higher than average among this Apple-loyal segment. Sixty-one percent of Apple-only users regularly use an Apple iPad, more than double the national rate of 29%. This primacy analysis doesn’t mean Apple-only users aren’t enjoying their iPads – simply that they’re lower on the list of devices they choose for a wide range of activities.

Devices and Primacy
metafacts-device-primary-summary-170113
Across the entire base of connected adults, the PC is the leader for nearly every type of activity. The Swiss Army Knife broad nature of PCs continues its appeal. Smartphones only lead PCs for communications and graphics/imaging activities. Many of the specific activities in these two categories are strongly mobile – making phone calls, staying in touch, and taking and sharing photos.

OS Family

Connected Devices are dominated by three operating systems families – Microsoft Windows, Apple’s MacOS and iOS, and Google’s Android and Chrome OS. The base of Windows, once exclusively dominant, is well-overlapped by Apple and Google. The majority of users are living a multi-OS lifestyle, juggling more than OS family. The two largest OS combinations are nearly equal in market size. Just over one-fourth (26%) of users use connected devices running Windows and Google, and none with an Apple OS. Another fourth (25%) have Windows and Apple devices, with none as Google.metafacts-device-primacy-2017-01-12_16-25-15

Profile highlights of OS Family groups

It might be assumed that Apple-only users are early adopters while Windows-only users are laggards, partly explaining why they might choose different devices as primary or secondary. This is only partly true. The Windows-only users do include many tech laggards and the late majority, with 38% being the last of their age group to have first used a PC, mobile phone, or tablet. However, the Apple-only users aren’t especially early adopters, as 32% meet that definition, which is slightly less than the 33% nationwide who also do. There are other characteristics that set them apart.
Windows-only users are the oldest of the major OS family groups, on average 10 years older than every other group. They also include the smallest share of full-time employees, highest share of low-income households, and lowest average number of devices.metafacts-device-primacy-user-profile-highlights-by-os
Apple-only users have the highest share of younger millennials, have relatively high incomes, although are middling with respect to tech early adopters and laggards.
The jugglers of all three OS are the youngest, high incomes, more devices in use, and have the highest share of tech early adopters.

Activity types, primacy, ages and tech spending

Primacy of device by activity also varies with respect to the user’s age and consumer tech spending on devices and services. Younger adults aren’t necessarily the biggest tech spenders, nor are Smartphone users. In fact, those who primarily use their PCs for social networking or image/graphics activities are the biggest tech spenders and older than those who mostly use Smartphones for those activities.metafacts-device-primacy-age-device-spend-2017-01-18_12-36-08

The average age of adults who use a PC for the majority of their image/graphics activities – from managing photos to creating presentations – is 44, nearly five years older than those whose primary image/graphics device is a Smartphone. The graphics PC group also spends more than $1,450 per year more than Smartphone-focused users. Similarly, PC-focused Social Networkers are more than 8 years older and spend $730 more per year on consumer tech devices and services than their Smartphone counterparts.

Looking ahead

We expect tablets to continue to languish as a minor device for most users and most activity categories. As more 2-in-1 and convertible notebooks emerge and grow in acceptance, they will continue to relegate tablets to secondary or tertiary use.
Smartphones will continue their market penetration, replacing the basic cell phone among the last stalwart holdouts. Whether the last new Smartphone adopters will choose to go with Android or Apple Smartphones will set them on a course strongly affecting their next PC and tablet purchase. It’s most likely they will choose Google Android since this segment is more price-sensitive and less tech-savvy than average.
PCs will continue their gradual decline from primacy, to be replaced by Smartphones. Within PCs, there will be a broader division between the activity profiles for desktop and mobile PCs. We expect desktop PCs to continue their broad primary and secondary use, due to inertia and the as yet unmatched broad capabilities of PCs. Mobile PCs, however, while pressuring tablets, will themselves feel the strongest pressure from Smartphones as their broad usefulness continues to expand.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis. This TUPdate is based on the TUP Life Stage section, which is within the TUP 2016 User Profile Chapter.

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Filed under Basic cell phones, Behaviors and Activities, Cloud Storage, Communication, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Market Sizing, Mobile Phones, Multiple Devices, Notebooks, Shopping, Smartphones, Social Networking, Tablets, TUP 2016, TUPdate, Video calling

Life Stages and Technology Adoption – TUPdate

Life Stage and Technology Adoption – a TUPdate by Dan Ness, December 16, 2016

The stages of life – although many take different paths – are a useful component of understanding technology users. Pivotal life events shape us – forming a family or empty-nesting, passing key birthdays, or joining or leaving from the workforce.
Kids matter – in many ways, and very much so when it comes to understanding technology spending, usage, adoption, and the future of tech. Simply knowing whether children are present or not provides a lot of explanatory power for a technology user’s profile.metafacts-tup-life-stage-factors-2016-12-16_11-17-07

Presence of children is one of three factors that make up life stage analysis, with the other two being age and employment status.
Within the TUP study, MetaFacts determines life stage by creating eight mutually-exclusive groups, each formed by two values of three components. We grouped respondent’s ages into 18-39 (“younger”) and 40 and above (“older”), and presence of children into present or not present. Being employed in the workforce includes any working full-time, part-time, or self-employed. Those not employed outside the home include students, the retired, homemakers, seasonally unemployed and temporarily unemployed.
Life stage analysis is a useful and productive way to quickly sift through mountains of sociodemographics. These three factors, although not exhaustive, provide strong definitional power with respect to predicting and profiling technology acquisition and usage.

Tech Spending by Life Stage

The biggest tech spenders are those adults within the life stage group: younger, employed, and with children. Adults age 18-38 who have kids and are actively employed full-time, part-time, or self-employed spend 66% more on tech devices and services in a year than the average adult. The second-biggest life stage group in tech spending also have kids and are employed, although are age 40 and up. This group’s tech spend is 16% higher than the national average.metafacts-td161215-life-stage-tech-spend-index-2016-12-15_11-48-59
At the other end of the spectrum, with the lowest tech spending levels, are adults age 40+, not employed, and without kids. Their index of 67 reflects their tech spending levels 33% below the national average for connected adults. All of the life stage groups without children spend below the national average for tech devices and services. Also, adults who are not employed outside the home spend less than the average connected adult on tech.

Consumer Electronics and Life Stage

Life stage analysis reveals both laggards and early adopters of many leading technology products. The connected home appears to be doing well – although only among one life stage segment. Employed adults age 18-39 with children stand heads and shoulders above all other segments in market penetration. From smart locks to video doorbells, this group’s usage is significantly stronger than other life stage groups. This group is also clearly strongest in the use of certain other consumer electronics products – golf swing analyzers, GoPro-type headcams, and to further feather the nest, home projectors. Relative penetration of this last item is not quite as different, reflecting in part the higher price of home projectors compared to these other devices, and that they have been available for more years than the other devices.metafacts-td161215-life-stage-consumer-electronics-2016-12-15_14-30-47

One consumer electronic product has reached entirely different life stage segments – the venerable record player. Although turntables and vinyl albums have enjoyed some resurgence following their near-extinction, current usage is primarily among adults age 40 and up, and less so among younger adults. In addition to nostalgic ties and musical memories, these listeners also are more likely to have old LPs.

Life Stage Penetration of Key Tech Devices

Life stage analysis also reveals differences in the use of many key computing and printing devices. The notebook penetration rate among adults employed 18-39 with kids is double that of adults not employed 40+ without kids. There’s an even stronger difference for use of a second PC, with Employed 18-39 with kids having triple the penetration rate of not employed 40+ without kids. And, with nearly a quintuple rate difference, use of game consoles among not employed adults age 18-39 with kids is two-thirds (66%), 4.8 times higher than the 14% rate among not employed 40+ without children.metafacts-td161215-life-stage-key-devices-2016-12-15_14-30-47

Number of Devices by OS

Windows dominates computing devices, as it has for decades. Among all life stage groups, the average number of devices is highest for Windows devices. Apple and Google Android/Chrome devices are gaining in the average number in active use. Among adults 18-39 not employed, there is no difference between Windows and Apple in the number of each OS in active use.
Apple ranks second among all life stage segments except one – 40+, Not employed with Kids. Although the difference is small, this reflects the lower penetration Apple devices have among older adults.metafacts-td161215-key-devices-by-os-2016-12-16_08-03-24

Looking Ahead

Life stage analysis reveals important market segments, especially to separate laggards from early adopters of the newest technology. This approach also helps in predicting future adoption. As technology users navigate their own life courses and transitions. Although it isn’t true that parents leave a maternity ward with additional tech devices, it’s typically not too long that tech accumulation begins.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis. This TUPdate is based on the TUP Life Stage section, which is within the TUP 2016 User Profile Chapter.

Supporting MetaFAQs

  • mq0137 – What is the penetration of home-owned computing devices? – [250 DEV_KEYxLIFE]
  • mq0257 – Which Life Stage segment spends the most on tech devices and services? – [790 SPENDxLIFE]
  • mq0215 – Which Life Stage segment use VR Headsets the most? – [480 CExLIFE]
  • mq0275 – Which Life Stage segments have the highest share of Windows, Apple, and Google OS devices? – [270 DEVxLIFE]
  • mq0594 – Which Life Stage group has the highest usage of Notebook PCs? – [250 DEV_KEYxLIFE]
  • mq0610 – Which Life Stage group has the highest usage of e-Book Readers? – [250 DEV_KEYxLIFE]

Related MetaFAQs

  • mq0091 – What is the percent of Home PC users that use printers? – [250 DEV_KEYxLIFE]
  • mq0237 – What is the average number of Home Tablets being used? – [490 UNITSxLIFE]
  • mq0236 – What is the average number of Home PCs being used? – [490 UNITSxLIFE]
  • mq0150 – Are many users using remote printing services? Are these using their Internet-ready printers or online printing services? Which segments are using remote printing as a substitute for home printing, and which as an additional way to print? – [590 ACT_IMGxLIFE]
  • mq0540 – How are TV and movie device usage levels different across Life Stage segments? – [480 CExLIFE]
  • mq0213 – How does the penetration of OS Ecosystems vary by device type? – [250 DEV_KEYxDEV_ECO]

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Filed under Consumer research, Demographics & Econographics, e-Book Readers, Entertainment, Notebooks, Printers, TUP 2016, TUPdate, Usage Patterns