Extensive information about buying behavior is available in TUP – Technology User Profile.
The retail adage: “buyers vote with their feet” is a reflection of old thinking, just as “new buyers vote with their mouse clicks” shows the same partial thinking. Up-to-date technology marketers and researchers know well how important it is to understand the full view of buyers. Consumers are influenced by many screens – and only having one view misses out on the true picture. After all, buyers have many choices and demonstrate time and time again their willingness to change.
Consumers have expanded, contracted, sidestepped, and evolved their buying behaviors. Retail has defied the proclamations of its doom and yet is not what it used to be. As tech buyers continue to change their tastes and preferences, they have tried many different types of channels. The changes are far from over.
Below are a few examples of questions addressed in TUP related to buying behavior. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece.
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
- How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
- To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
- Who is printing coupons?
- Which tech buyers focus more on retail than shopping online and vice versa?
- Online shoppers – are they everyone, or unique?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- Where do people buy their printer supplies?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- Where are printer users buying their printer supplies? Are these the same channels as where they buy their printers?
- How many screens do people view? Which market segments view more screens than other segments?
- How strong is name-brand dominance?
- What is the frequency of printer consumables purchase?
- Is the smartphone killing PC shopping?
- What other items (printers, software, monitors/displays, extended service plan, etc.) do people typically buy with their PC purchase?
- How prominent is Home PC renting versus outright purchase?
- What channels do people use for buying PCs? How about printers and printer supplies? How do Best Buy customers compare to Office Depot of Staples shoppers?
- What’s typically bundled with a PC?
- Who spends the most hours online?
- Who is using mobile payments?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
- What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
- Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
- Used/Refurbished PCs – who buys them?
- How many seniors are online? How is their behavior different than younger online users?
- How much have PC users integrated PCs into their personal lives?
- Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
- How are users communicating, given all their communication options?
- Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
- Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
- Which segments have recently paid for a downloaded mobile phone app?
- What is the impact on privacy concerns on use of social networking?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment? By tech spending behavior?
If solid answers to any of these example questions would help your work in creating the future, please contact MetaFacts.
MetaFacts, Inc. helps technology marketers find and measure their best and future customers.
Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full datasets.
For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.
The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.