Category Archives: Social Networking

Major Sites Visited in Last 30 Days Other Than Facebook

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Filed under Consumer research, Social Networking, TUP 2018

Facebook Users Hop, Skip, or Jump? [TUPdate]

The share of online Americans using any of Facebook’s sites has dropped in the last year. The % of online adults using Facebook, Instagram,or WhatsApp, as well as any of these three, is lower than one year prior. This is based on the 2018 wave of Technology User Profile (TUP), a survey of technology users now in its 36th year.

Three in four online adults (76%) report having used Facebook in the prior 30 days, down from 84% in the prior year.

When Facebook acquired Instagram, it looked like a solid move to give site-hopping users an alternate venue to connect and share, whilestill staying within the Facebook family. However, as the advertisements rampedup and other sites attracted interest, users became less active or left.Between 2015 and 2017, Instagram’s expansion appeared to be on track to reachat least half of online adults before 2020. However, use has shrunk from a peak42% level in 2017 to the present 38%.

We looked at the overlap of users of any of the three sites – Facebook, Instagram, or WhatsApp – and that share has also decreased, although not as strongly. In 2017, the share of adult Americans using any of the three was 87%, and now in 2018 that share has dropped to 82%.

Looking ahead

Fickle consumers continue to express how they choose to spend their time online and offline. Although Facebook has taken many steps to weave their way into everyday experiences, users continue to explore alternatives. I’m reminded of the rises and falls we’ve seen in sites from Google+, MySpace, AOL to CompuServe and Prodigy, as network effects or following the herd entices large groups of users to move on from the market leaders.While I’m not calling this dip the beginning of another end, it is a cautionary note that Facebook has additional work ahead of them. Also, user defection isn’t the only issue facing Facebook. Advertisers and organizations reliant on Facebook can speed up any downdraft as they review any shifts in their own key numbers and consider other options.

Related results

TUP clients can drill down further into these results to explore related results such as: which types of devices users use to access social networks, demographic profiles of users by social network, and details for the UK, Germany, China, and India.

Methodology

The analysis in this TUPdate is based on results drawn from the most-recent wave of TUP (Technology User Profile), the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults. This recent wave spanned the US, UK, Germany, India, and China. For this TUPdate we focused on users in the US.

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 2018 survey, its 36th consecutive wave. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

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 2018 survey, its 36th consecutive wave. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Market Research, Social Networking, TUP 2018, TUPdate

Are Tablets and Computers Being Used the Same? [TUPdate]

Is an iPad a computer? Is a Microsoft Surface a tablet? What about Chromebooks – how do they fit into user’s uses? The major tech marketers are working to shift perceptions, such as Apple’s positioning of the iPad as a computer. Even though perceptions do shift buying decisions, user innovation and inertia are a force to reckon with. Many users have already pioneered ways to use their devices. We went straight to the users to see if they’re using tablets and notebooks the same, using iPads differently from Android Tablets, and Windows Notebooks from Chromebooks. Our basic hypothesis is that perceived differences, if substantial, can be confirmed by measuring user behavior.

Top Activities for New Home Tablets

iPads are more useful – based on users doing more with them. A higher share of users of recently-acquired home-owned tablets use Apple iPads for more of the major tablet activities than users of new Windows tablets or new home Android tablets. This is based on results from the MetaFacts TUP 2018 survey, conducted among 14,273 respondents across the US, UK, Germany, India, and China.

Top activities for New Home Notebooks

In this survey, we asked respondents about 73 different activities regularly used on the connected devices they actively use, including desktops, notebooks, tablets, smartphones, basic cell phones, or game consoles. The activities span a wide range of activities, from communication and entertainment to shopping and productivity. Drilling down to those with new home tablets or notebooks, we found some interesting commonalities as well as striking differences.

Of the top activities used by the largest share of new home tablet users, a higher share of iPads users regularly conduct the majority. Where social network commenting and movie/video watching rank highest among iPad users, these users are somewhat surpassed by Android Tablet users in checking updates on sports and weather, and in downloading free apps/software. User of the newest Windows tablets aren’t strongest in any of the top activities, although they are nearest to the others in listening to music and checking personal email.

iPads, and tablets in general, are used for more passive or limited involvement activities than notebooks. These top tablet activities include listening to music, playing games, watching television, or commenting on social networks. Home notebooks, in contrast, are most widely-used for both personal and work email, online banking, and online shopping.

Unique activities

We also looked at what makes each operating system unique, both on tablets or notebooks, with respect to how users use their mobile devices. We measured uniqueness as the range between the highest and lowest percentage of users of each type of device.

This revealed several differences in tablet use. New home iPads are being used more often for fun and connection than users of new home Windows or Android tablets. Android tablets stand out for being used to read books, shop for free apps, and to use a voice assistant. [TUP subscribers can dive into the data deeper to see the relationship between OS and choice of voice assistant).

New home notebooks are also being used differently between operating systems. Apple’s notebooks are used differently than the average home Windows notebook or Chromebook – with remote PC connections, listening to streaming music, or downloading music.

New Google Chromebooks are used more than average for online banking, to watch videos/movies, to comment on blogs, and to recommend or share information about products and services.

Among these top unique activities, one is unique for new home Windows notebooks: creating personal graphics/presentations.

Looking ahead

Inertia is great for entrenched leaders and a serious barrier for new entrants. People change habits more slowly than they change devices. By focusing on the main activities users enjoy and value, To expand the market will be helped by making it easy and smooth for users to easily do their activities regardless of device type. In Apple’s case, popular activities such as watching videos or movies requires apps or browsers that seamlessly span iOS and MacOS devices.

While users define what they have by how they use it, there will continue to be confusion among some press and analysts seeking to distinguish devices. However, it’s unlikely that a new form factor category will emerge from the push to redefine and reposition platforms. Instead, users will continue to vote with their feet (or in this case, their fingers) and look for the device/OS combinations that will best help them do whatever they want or need to do.

Methodology

The analysis in this TUPdate is based on results drawn from the most-recent wave of TUP (Technology User Profile), the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults. This specific wave spanned the US, UK, Germany, India, and China. From the installed base we focused in on online adults who were using either a new home tablet or notebook PC. We chose those mobile devices which had been acquired in the most recent 1.5 years, specifically during 2017 and the first half of 2018.

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 2018 survey, its 36th consecutive wave. 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 Entertainment, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Shopping, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns

Google+ … Reversing the Polarity? (TUPdate)

This week, Google announced they’ll be pulling the plug on the consumer-facing Google+, although after unreported widening abandonment. Google’s social network rocket never quite left orbit and was already on its way down. Although the decision was partly portrayed as protecting user’s privacy, recently a substantial number of Google+ users had already abandoned the platform.

In the last year, a substantial number of Google+ users stopped returning. This is based on the results of our independent survey, TUP (Technology User Profile), conducted continuously since 1983. From mid-2014 through mid-2017, Google+ had continued its steady, but stagnant, usage patterns. During that time, the number of active US adult users hovered between 41.7 and 48.6 million. Even before Google announced the closure of Google+, we found in our most recent wave of TUP, fielded mid-year 2018, that the number of Google+ users had dropped nearly in half, to 25.2 million users.

The final Google+ hangers-on form a unique profile, especially for the sites they frequent. They are three times more likely than the average online adult to be active on MySpace, and twice as likely to be using Viber, Reddit, Imgur, or Tumblr.

Demographically, usage levels plummeted simultaneously for all age and gender groups. At one peak point in 2015, 43% of online males age 25 to 34 were using Google+. By 2018, that plummeted to 14%.

Remaining users are not from any particular gender or age group, as all have penetration rates in the teens.

Looking ahead

Even though Google’s announcement hinted they may refocus Google+ on enterprise users, these are also few in number. In fact, a higher-than-average share of remaining Google+ users are unemployed or employed part-time.

Google’s sunsetting may discourage the remaining loyalists, affecting use of other Google products and services. For example, Google+ users are twice as likely as any other online American to be using Google Nexus Player, and Google Chromecast. And, in China and India, Google+ adult users have an above average share of using Google TV and Google Nexus Player. Furthermore, in India, Google+ users actively use an average of 1.64 Google devices, including Smartphones and Tablets.

If the transition is managed well, Google’s attempt to reverse the polarity of a negative to a positive may avoid inadvertently changing Google+ to Google minus.

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 2018, its 36th 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, Market Research, Social Networking, TUP 2018, 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