Category Archives: Consumer research

Which Activities Span Many Devices? (TUPdate)

So many of us have done it – started doing with our smartphone or tablet what we only formerly did with our PC. Are some activities so addictive or prevalent that people do them across their many devices? Based on our latest research, the answer is yes, and especially so for certain activities.

Nearly one-fourth (24%) of online adults around the world tap into their social networks on 4 connected devices, from among the many PCs, smartphones, and tablets they use.

This is based on the TUP/Technology User Profile 2018-Global survey, spanning 14,273 online adults across the US, UK, Germany, China, and India.

By contrast, certain activities are limited – being used more often on only one device. Making voice/video/web calls is mostly done on a single device, at 44% of online adults. Around one in three online adults also primarily use one device for the following types of activities: managing finances, photos, create/share videos, purchases, and reading.

What encourages or limits users to focus certain activities on fewer devices? Convenience and capability are key factors. Although desktop PCs can and do have webcams for video calls, they are less mobile and therefore less convenient than smartphones or tablets for unplanned calls or conferences. The same can be said for taking spontaneous photos or videos using cameras in ever-handy smartphones and tablets. Screen size and setting also have an impact. Comparison shopping benefits from the larger screens of PCs and tablets. Reading a book can be more enjoyable while sitting back with a tablet than sitting upright at a desktop PC.

The capability and preference gap

There is a perennial gap between what’s possible with a device and what people choose to do. For example, we still find few who regularly take photos with their tablets. In this specific case, social pressure has some impact as larger devices may block other’s views or at the least be less discreet.

Platforms from Facebook to Amazon and Spotify do their best to be widely present and highly available. Native apps typically offer a more stable, richer, and device-appropriate experience, further encouraging users to use them across their multiple devices. Meanwhile, device-makers continue to expand the capabilities of their devices to better accommodate and anticipate user demand.

Looking ahead

Our research shows that as users gain experience with tech products, they broaden their activities and simultaneously expand their use across the devices they regularly use. I expect users to continue demanding to do whatever they want with whatever device they have.

About this TUPdate
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. In the TUP survey, we identified the connected devices being actively used, from desktop tower PCs, to all-in-one, notebook, and convertible PC form factors, to tablets, smartphones and basic feature phones. For the four devices used most often, we asked respondents to choose from among 71 activities that they do most regularly with each device.

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Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Behaviors and Activities, Communication, Consumer research, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns, Video calling

Streaming Subscriptions – the Age Cliff for Music (TUPdate)

Streaming subscriptions are popular, with 69% of online adults actively using at least one type of free or paid digital media subscription. Penetration is highest among younger than older American adults. Nearly nine in ten online adults in the US aged 18-34 use a digital media subscription. This is based on results from the 2018 wave of MetaFacts TUP/Technology User Profile, based on 7,886 respondents in the US, and 12,680 respondents across the US, UK, Germany, and India.

The majority of subscribers have a paid subscription – 85% of all online adults. Only a small percentage of users limit themselves to only free subscriptions, and that’s true across all age groups.

Paid streaming music has a lower overall penetration at 28% of online adults. There is a usage cliff after age 44, with penetration being much stronger among younger than older adults. Less than one in five adults age 45 to 54 use a paid media music subscription, and that rate is even lower among the age 55-64 (12%), and 65 or older (8% of online males and 6% of online females).

For streaming video, NetFlix is the long-established leader with the highest penetration. While adoption of the 1-screen plan is stronger than the 2-screen or 4-screen plan in the US and India, in the UK and Germany each plan has comparable use. Amazon’s Prime Video offering, although relatively more recent, has reached half the share of NetFlix in the US and UK, two-thirds in India, and near-parity in Germany.

Family plans have gained widespread use. Nearly half of US online household with 4 or more persons are actively using a paid family streaming plan from one of the major services: NetFlix, Apple, Spotify, or Deezer.

Comparing over-the-top (OTT) digital media subscriptions to traditional TV subscriptions, in the US, UK, and India, active OTT use surpasses the use of cable, satellite, or phone cable TV subscriptions. DVD rental, while diminished, is still a regular practice among nearly a fifth of online Americans, and 10% of online adults in India.

Looking ahead

When it comes to fun, art, and entertainment, there’s room for many outlets. Although many creators work hard to exclusively own, control and entice viewers and listeners, consumers are free to change their minds and they often do.

Consequently, I expect the majority of consumers to continue expanding their subscriptions, both in the number they use and the range of type of media they subscribe to. However, as content providers continue to jockey for position, joining and then leaving various services, consumers will continue to churn between services. Similarly, as existing providers continue to experiment with varied packages – from family and student to single and multi-screen – consumers will join in the experiments, with many switching and swapping between services. In other words, for years to come I expect two opposing forces. Consumers will pay for more than they use, primarily for the convenience of enjoyment when they want it. Also, consumers will continue with their subscriptions through inertia and confusion, without remembering which content is enabled through which subscription.

Although subscription fatigue may be growing in awareness, habit consumption will prevail over a reasoned review of subscriptions.

About this TUPdate
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.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Demographics & Econographics, Entertainment, TUP 2018, TUPdate

Working Women Worldwide Have Broad Technology Usage (TUPdate)

Women in nearly every employment role are using a broad mixture of technology devices, from PCs to Smartphones, Printers, and Tablets. The strongest users of connected devices are among women employed in marketing, information technology, and finance or accounting roles.
This is based on the results of the multinational TUP/Technology User Profile 2018 survey, with 3,824 online female adults employed outside the home in the US, UK, Germany, China, and India.

About this TUPdate
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, and this TUPdate focused on the U.S.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Basic cell phones, Consumer research, Demographics & Econographics, Desktops, Market Research, Multiple Devices, Notebooks, Printers, Smartphones, TUP 2018, TUPdate

PC and Tablet Choosers Outspend Phone Choosers (TUPdate)

Those who choose a PC or Tablet for what they do spend more than those who primarily choose a mobile phone. Choosing a phone to communicate is widespread and these users spend the least each year on household technology devices and services. Those primarily choosing a tablet for their cloud storage or productivity activities are few in number and spend the most each year on technology.

This is based on results from the latest MetaFacts TUP/Technology User Profile 2018 study, it’s 36th continuous wave. This analysis is focused on 7,886 U.S. survey respondents.

The majority of online adults in the U.S. regularly use more than one device, and they’re increasingly choosing between their various devices for each of the activities they’d like to get done. As they experiment with their activities across different devices, they begin to develop preferences for one device type or another. For example, they may do some shopping on a smartphone as well as a tablet or PC, and then use a PC for the majority of their shopping activities. Similarly, they may communicate by text, email, voice or video calls across their devices, and then choose to use a smartphone for most of their communication activities.

Communication activities especially favor mobile, highly-connected devices, to better let users enjoy quickly response or simultaneous communication. This is shown in the 129.8 million U.S. adults who primarily use a phone to communicate. There are 55.2 million U.S. adults who primarily use a PC to communicate, as they primarily use email or sit at their desktop or notebook for video conference calls.

We compared these activity-device groups against annual household technology spending. This spending spans devices and services, from purchases of smartphones, PCs, printer and tablets, to internet and TV services, installation, and media. The biggest technology spenders choose tablets over PCs or phones for nearly every category of activity. This reflects in part that tablets are often a user’s third device, and that the biggest spenders have more devices than average.

Looking ahead

The growing use of cloud storage coupled with broadened wireless Internet access has helped users to become less dependent on a single device or location. Apps to support user’s favorite activities are still not universally available across device types and operating systems, and this continues to reduce the ease with which users can move between the mix of devices they have access to. As app developers continue to design multi-platform apps that truly span device types and environments, this will help users expand their collection of actively used devices.

We expect users to continue to use various and multiple devices, and increase their ease at switching between them. The world ahead looks good for jugglers.

About this TUPdate

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 and how they use a Smartphone, PC, or Tablet through a broad collection of activities. Through analysis of these results we identified which type of devices they used primarily for these activities.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Behaviors and Activities, Cloud Storage, Communication, Consumer research, Desktops, Entertainment, Game Consoles, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Notebooks, Personal and Productivity, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns

How and Where PCs and Tablets Are Used Differently Than Smartphones [TUPdate]

People love their Smartphones and find more to do with them than PCs or Tablets. Around the world, there are few activities done with PCs as regularly as are done with Smartphones. Furthermore, there are no activities done more so on Tablets than on either Smartphones or PCs. Usage profiles vary somewhat by country. Online adults in the U.S. use their connected devices differently than users in many other countries.

These findings are based on the TUP/Technology User Profile 2018 study of 14,273 online adults in the US, UK, Germany, India, and China. Of the more-than 70 activities in the TUP survey tied to each device, we identified those with the widest range of regular use across devices – defined as the difference between the maximum and minimum usage level between Smartphone, PC, and Tablet users.

MetaFacts TUPdate 1901 18GL Activities Preferred By Each Form 190111_0843

The versatility of smartphones is shown by how much more often they’re the device of choice for nearly every type of activity, from shopping to social networking and fun. The range of activity use is as high as 65% – in the case of making and receiving personal phone calls.

Smartphones are being used the most widely for device-unique activities. The four major activities for smartphones – personal phone calls, taking pictures, text messaging, and storing one’s contacts – are infrequently done on a PC or Tablet. Although the newest tablets have cameras that approach the quality of those on Smartphones, less than a quarter (22%) are being used to take pictures. Also, despite being able to run apps such as WhatsApp or WeChat on Tablets or PCs, phone calls are primarily on Smartphones, even while personal video calls have made inroads on non-phone devices.

PCs are mostly being used for email (personal or work), online shopping (bigger screens entice buyers), and online banking. Tablets are mostly being used for social networking and music listening.

There is a small amount of crossover of activity usage across devices. Two of the major activities for Smartphones are also leading ones on Tablets – adding photos to social media and commenting on other’s images or comments.

American adults use their devices somewhat differently than users in other countries. In addition to personal and work email, PCs are used more often than Smartphones or Tablets for shopping, banking, finances/accounting, and writing.

Tablets are being used more like PCs than Smartphones. The major activities for Tablets, although with smaller percentages than PCs, are also among the major activities for PCs. Also, in the US, UK, and Germany, Tablets are used more often than either PCs or Smartphones for reading a book and making small purchases in person, such as in a coffee shop.

Where PCs Dominate
Smartphones aren’t the only connected device users actively use. There are many activities used at a higher rate on PCs than on Smartphones are tablets. Sending and checking both personal and work email are high on the list across all of the countries surveyed except for India. Also, writing and managing text documents is a PC-preferred activity except in India. In Germany, writing documents is an especially PC-dominant activity. Also, activities relating to using a printer are strongest when using a PC.

Looking ahead

Habits change slowly. Not only do people find effective ways to use connected devices to do what they want, they also show inertia when slowly moving those activities to a different device. Even those users who have multiple devices continue to use the types of devices they had previously for some time before fully embracing a type of device new to them.

Furthermore, there isn’t a single “silver bullet” device that’s preferred for all activities. For some activities, such as reading a book, shopping, or watching television, having a larger display helps. For other activities, such as receiving phone calls or texting, convenience and mobility are key.

We don’t expect the majority of users to concentrate all of their activities on a single device in the near future. Instead, the multi-device experience will continue. PCs may continue to lose their dominance for the many activities they still dominate. Dedicated PC users may just move more of their attention to tablets, especially those focused on passive activities such as social networking or television watching.

About this TUPdate

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 and how they use a Smartphone, PC, or Tablet.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Leave a Comment

Filed under Behaviors and Activities, Cloud Storage, Communication, Consumer research, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Market Research, Notebooks, Personal and Productivity, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns, Video calling, Voice Assistant