Category Archives: Consumer research

Tech Spending Higher Among Showrooming Buyers

There’s an adage that shoppers vote with their feet, and it can be argued that with the increased use of Smartphones, shoppers are voting with their fingers. Retailers have long wrestled with the balance of generating traffic and having shoppers visit only to ultimately go buy somewhere else. This practice, sometimes called Showrooming, is mostly a reflection of the intelligence and desires of buyers. Using any Smartphones and either a specialized app or even a simple web browser, it’s much easier for consumers to compare prices and products while they are in a brick and mortar outlet.

It might be assumed that shoppers who use their Smartphones to compare products and pricing are low spenders. In fact, the opposite is true.

[Photo courtesy of nobihaya under a Creative Commons license]

[Photo courtesy of nobihaya under a Creative Commons license]

Based on recent primary research by MetaFacts as part of our Technology User Profile (TUP) service, we’ve found that tech spending levels are 37% higher among these careful buyers than the average Smartphone user. Furthermore, tech spending levels are 81% higher than the average Internet-connected adult.

These active buyers are also unique in many other ways, and augmented in-store comparison is an important and long-time growing trend to reckon with.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2013 edition. The large-scale survey is in its 31st continuous year, documenting and detailing the full scope of technology adoption and use.

For this analysis, MetaFacts is sharing the answers to two key survey questions. The TUP survey gathers tech spending levels for both tech products and ongoing tech services, and split out between types of consumer electronics, computers, imaging, Internet, and other categories. The survey also details what consumers actually do with their many tech devices, including the product and price comparison they do within retailers.

In addition to tracking the regular activities of Smartphones, Technology User Profile details the many devices which online adults use to regularly connect to the Internet. The survey-based research details what people do with their devices, where they spend their technology dollars, and how often they update (or don’t update) their technology products.

Technology companies who want to know more about retail or online shoppers, Smartphone users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Consumer research, TUP 2013, TUPdate

34% of connected adults actively use 4 or more devices

34% of connected adults actively use 4 or more devices

Connected adults are very connected, with one out of three (34%) regularly using 4 or more Internet-connected devices.

Research results from the forthcoming 2013 edition of Technology User Profile (TUP) detail the many devices online adults use to regularly connect to the Internet. In addition to sizing the market, the survey-based research details what people do with their devices. It reports which activities adults primarily use with which device. For example, TUP reports which market segments use their Smartphones or Desktops as their primary communication device, as well as which devices are primarily for fun, shopping, graphics, and other types of activities.

Juggling is becoming an important skill.

[Photo courtesy Robbie Veldwijk under a Creative Commons license]

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by | October 6, 2013 · 9:08 pm

Buying Behavior – solid market research from MetaFacts Technology User Profile

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.

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Filed under Consumer research, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012

Technology Consumer Demographics – solid market research from MetaFacts Technology User Profile

Extensive information about technology consumer demographics is available in TUP – Technology User Profile.

It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.

Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.

Below are a few examples of questions addressed in TUP related to technology consumer demographics. 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.

  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • How many seniors are online? How is their behavior different than younger online users?
  • Which smartphone OS is leading, and with which market segments?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Is social networking only for certain age groups?
  • How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
  • How does PC and online usage vary across segments such as workplace company size or industry?
  • 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?
  • 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?
  • Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • What is the impact on privacy concerns on use of social networking?
  • How much of the game-playing population is older versus younger?
  • What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Who is printing coupons?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • How central is game-playing to the general population? How about within certain key market segments?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Most-mobile customers – where do they go and what do they do?
  • Who spends the most hours online?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • How tech-experienced are game-players?
  • How much have PC users integrated PCs into their personal lives?
  • How has the division of work vs. personal use of technology products continued to blur?
  • Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from?
  • What types and combinations of consumer electronics are homes using?
  • How many and which segments are watching and renting movies on which platforms?
  • How do market segments vary in demand opportunities for tech products and services?
  • To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
  • Which market segments are dating online?
  • What else do they frequently do online? Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • Which social networking sites are used most frequently by which segments?
  • How tech-sophisticated are game-players, within key gaming segments?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • Which market segments are blogging? How do they compare to social networkers?
  • How are users communicating, given all their communication options?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • 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 PC brands dominate the PC market? How does this vary within market segment?
  • Are Apple’s best customers really unique?
  • What about the unemployed? Are they more or are they less tech-focused?
  • 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?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • How is HP’s PC penetration within the overall HP footprint?
  • How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
  • Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
  • Which industry groups have varied levels of tech product adoption?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • How rich is the user’s printing experience? Do they use only one printer or more than one? For multi-printer users, which ones do they use? Who are the most-active printer users?
  • Who is videoconferencing, and using which platform?
  • Tracfone for oldsters? Who has the oldest segment by carrier?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • 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 does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • iPhone users – who are they really? How do they compare with Android and Blackberry users?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • How prominent is Home PC renting versus outright purchase?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?

If solid answers to any of these 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 dataset.

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.

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Filed under Consumer research, Households, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012

Tech Media, Advertising, TV – solid market research from MetaFacts Technology User Profile

Extensive information about tech media, advertising and TV is available in TUP – Technology User Profile.

Today’s media-savvy consumers may want their MTV, but they might seek alternative methods to get it.  Advertising seems to have become an option for the consumer, who today is able to bypass commercials, salespeople, and even email in favor of social networking and other sites.  Advertisers in this day and age have to be both flexible and targeted while ubiquitous in order to get their message across.

Below are a few examples of questions addressed in TUP related to tech media, advertising, and television. 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, since it delivers solid answers to the following questions, and more.

  • Which tech buyers focus more on retail than shopping online and vice versa?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Who is printing coupons?
  • Which smartphone OS is leading, and with which market segments?
  • How many screens do people view? Which market segments view more screens than other segments?
  • Online shoppers – are they everyone, or unique?
  • 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?
  • Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
  • Most-mobile customers – where do they go and what do they do?
  • 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?
  • What is the impact on privacy concerns on use of social networking?
  • How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • Who spends the most hours online?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • 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 many and which segments are watching and renting movies on which platforms?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected users?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
  • How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments and usage profiles?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Which market segments are blogging? How do they compare to social networkers?
  • Which PC brands dominate the PC market? How does this vary within market segment?
  • Who is videoconferencing, and using which platform?
  • Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
  • How prominent is Home PC renting versus outright purchase?
  • How much have PC users integrated PCs into their personal lives?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • How much of the game-playing population is older versus younger?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
  • Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from? Are smartphones or netbooks changing this?
  • How rich is the user’s printing experience? Do they use only one printer or more than one? For multi-printer users, which ones do they use? Who are the most-active printer users?

If solid answers to any of these 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.

For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.

Leave a comment

Filed under Consumer research, Market Research, Market Segmentation, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012