Category Archives: Usage Patterns

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

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

The Gift of a Home PC (TUPdate)

The Gift of a Home PC – A TUPdate by Dan Ness, November 3, 2017

Many Home PCs arrive wrapped with a bow, having been a gift from some well-meaning friend or family member. In our most recent wave of Technology User Profile (TUP 2017 US), we found that 11% of recently acquired (2016 or 2017) Home PCs were acquired as a gift.td1711 included with gift home PC 2017-11-03_12-27-49

Many of the gift Home PCs came with more than wrapping and a bow, with a higher-than-average share bundled with a scanner, monitor/display, and printer. It stands to reason that these generous donors are including their used scanners, monitors, and printers.

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Filed under Consumer research, Desktops, Market Research, Notebooks, Tablets, TUP 2017, TUPdate, Usage Patterns

Clouds Forming (TUPdate)

Clouds Forming – A TUPdate by Dan Ness, April 13, 2017

The terms “free” and “unlimited” continue to entice consumers and employees alike, in offers of faster bandwidth to larger data storage. The promise of enormous, convenient, and always-available storage space is helping Google, Apple, and Microsoft attract and retain customers within their fold. It’s also helping Amazon and the many other dedicated Cloud Storage/Sharing services, even while many offerings may be risking consumer and corporate security and privacy.

Cloud Storage and Sharing services have tapped into core needs, reaching a high share of American adult consumers and employees. We Americans like our stuff, and we love convenience. As surely as we pile clutter into garages and self-storage facilities, we accumulate countless zettabytes of images, music, movies, pre-binged TV episodes, documents, among other files. We also want to know our stuff is safe and can be easily retrieved whenever and wherever we want it. Continue reading

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Filed under Cloud Storage, Market Research, Mobile Phones, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate, Usage Patterns

Every Step You Take – Smartphone Step-Trackers (TUPdate)

Every Step You Take – Smartphone Step-Trackers – a TUPdate by Dan Ness, March 24, 2017

Baby steps count, as long as they’re in the right direction.  Digital health promises positive outcomes for a wide range of people. However, like gym memberships and home treadmills, they don’t do much unless people use them. A first step for many is to use what’s handy. Most Smartphones can track a user’s steps, and many are being used for that purpose, although use isn’t as widespread as Fitness Trackers or Smartwatches.

Phone Home or Walk Home?

Using one’s Smartphone to track steps is a regular activity for 25 million, or 1 in 9, US adults. There are other ways to track one’s health. Electronics activity trackers, such as the FitBit, are being actively used by 39.6 million, or 18% of US adults.
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Filed under Demographics & Econographics, Fitness Trackers, Market Research, Personal and Productivity, Smartphones, Smartwatches, TUP 2016, TUPdate, Usage Patterns