Chromebooks make a tiny dent with parents [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, October 25, 2020

The COVID-19 pandemic and its effects on consumers worldwide have helped Google Chromebooks start to make a small dent in the active installed base after years of experimentation and effort. Parents are one bright spot for the slowly-adopted products, as they have sought support for remote work and help with schooling at home.

Google Chromebooks have been on the market since 2013 and have only recently started to make much headway into the Windows and Apple-dominated PC market. Despite Chromebook’s generally lower prices, consumers have continued to choose other products. With recent Chromebook models having more horsepower and features than the earliest models, and after aggressive marketing by Google, especially into educational markets, the products have eased into the consideration set. Many buyers distrustful of Google’s market dominance, advertising, and data privacy handling have stayed away from Google-linked products. Broad use of Android smartphones has moved some buyers into the ecosystem, at least in part.

Mid-2020 high demand and some supply disruptions of Windows and Apple notebooks drove some buyers – parents and work-at-home adults – to consider Google Chromebooks. It remains to be seen if this recent uptick is a blip in the product’s long road to market acceptance.

About MetaFAQs

MetaFAQs are answers to frequently asked questions about technology users. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual.

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Apple & Samsung Lead in Multi-Device Loyalty [TUPdate]

Apple and Samsung have the highest share of their users actively using two or more of their devices.

This is based on the MetaFacts TUP (Technology User Profile) 2018 survey results. Among online adults in the US, more of Apple’s and Samsung’s users have two or more of the brand’s devices than only use one of their devices.

Although brand footprint is an important measure in its simplest form – market penetration by the percent using at least one of a given product – the multi-device measure goes deeper. It shows the extra commitment customers are willing to make towards using any particular brand or ecosystem. In a pragmatic way, it reflects the value they place on a brand.

Based on the simple brand footprint measure, Windows devices have the deepest market penetration.  Effectively three in four (74%) online Americans are using one.

In a near three-way tie for second place, HP, Apple, and Google OS products are being used by nearly half of all US online adults. While HP has a slightly deeper footprint than the other two, with 52% of online Americans using an HP PC or printer, Apple and Google (Chrome/Android) are each in the hands of 49% of online American adults.

There’s also an overlap of Apple’s and Google’s best customers, with Apple having the stronger position. One in eight (12%) of adults with two or more Google OS products also have two or more Apple devices. One in twelve (8%) of adults with two or more Apple products also have two or more Google OS devices.

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

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

 

In Home Mobile Devices, it’s Apple and Google outnumbering Microsoft [TUPdate]

While pundits puzzle and debate, consumers lead the way. Is an iPad a computer, have smartphones replaced other mobile devices, and are PCs dead? Consumers continue to find their own ways and use what they choose, defying definitions, headlines and experts. From among three dominant operating system ecosystems and three main types of mobile devices, home consumers have found their favorites.

Continue reading “In Home Mobile Devices, it’s Apple and Google outnumbering Microsoft [TUPdate]”