Category Archives: Game Consoles

Game-Playing Trends – Convenience Gamers, Dedicated Gamers, and Device-Gamers [TUPdate]

Overview

Playing games is a regular activity for most adults whether using game consoles or gaming PCs, or any of their connected devices – mobile phones, tablets, or PCs.

Convenience Gamers – those using only a connected device to play games – has near-equal market penetration to Dedicated Gamers – users of game consoles or gaming PCs.

Device-Gamers – who use any of their connected devices – is a larger segment than either Dedicated Gamers or Convenience Gamers.

This TUPdate looks at the major trends of game-playing in the US and other countries, focusing on Convenience Gamers – the next tier of game-players beyond Dedicated Gamers. Also, it examines which types of devices are used the most or least for playing games. Further, it investigates whether younger adults play more or less than older ones, and differences in digital media use and subscriptions.

About this TUPdate

The analysis in this TUPdate is based on results drawn from the 2019 wave of TUP (Technology User Profile), which is TUP’s 37th continuous wave. Results from previous waves are also included where indicated. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.

Questions?

Current subscribers to TUP/Technology User Profile may request the supporting TUP information used for this analysis or for even deeper analysis. For example, clients may request similar results outside the US, or within your chosen market subset. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Leave a Comment

Filed under Consumer research, Desktops, Entertainment, Game Consoles, Market Research, Multiple Devices, Notebooks, Smartphones, Tablets, Trends, TUP 2019, TUPdate

Are we exclusive? An update on ecosystem exclusivity, dominance, and non-exclusivity [TUPdate]

Do customers act on ecosystems, choosing to focus within a brand’s family for their products and services? How many technology users are exclusive, or at least favor one over another?

Only one in eight (12%) of online adults around the world are truly exclusive, using products and services from only one of either Apple, Google, or Microsoft. This is based on the most recent wave of the MetaFacts TUP survey (Technology User Profile 2018), conducted among 14,273 online adults.

Nearly twice as many actively use a balanced mixture of ecosystems. True non-exclusivity is being actively practiced by one-fourth (25%) of online adults. (see the Methodology below for details on the segmentation approach used in this analysis.)

The largest group of users is between exclusivity and non-exclusivity, slightly favoring one ecosystem while still actively using at least one other. Over six in ten (62%) of online adults are in these segments. The Google-Dominant segment is on par with the Apple-Dominant segment, each representing one in five online adults.

Apple’s most-focused are more broadly invested in Apple’s ecosystem than are Google’s or Microsoft’s best. Most of Apple’s strength is supported by their connected devices – iPhones, iPads, and Macs to a lesser extent. The Apple-Exclusive (3% of online adults) use an average of 2.3 connected devices, and among the Apple-Dominant, this average is 2.1 devices. Use of voice assistant Apple Siri is the second-most component among the Apple-Exclusive, and also tied for second place among the Apple-Dominant. The Apple-Dominant are equally active with Microsoft devices, primarily Windows PCs.

The Google-Exclusive (3% of online adults) only use 1.4 Google devices on average, primarily an Android smartphone. Android tablets and Chromebooks aren’t as widely used among the Google-Exclusive as are Apple’s devices among the Apple-Exclusive.

The Microsoft-Exclusive (6% of online adults) show a pattern of entrenchment. Only Microsoft devices are in use besides some nominal use of Microsoft Cortana or Xbox consoles. The Microsoft-Dominant are a bit more exploratory, including a small number of Google devices and some use of Microsoft Cortana.

Profile of the Ecosystem Exclusivity Segments

Each ecosystem has appealed to very different groups of people, especially with respect to life stage. While Apple’s most-exclusive users have a higher share (44%) of younger adults with children, nearly half (48%) of Google’s most-exclusive users are not employed outside the home and don’t have children. This bodes well for Apple’s services and devices that bring extra value to families, such as Apple’s Family Sharing feature, which enables a way to share music, books, cloud storage and other Apple services between multiple users.

The Microsoft-Exclusive segment is singular, with nearly a third (32%) of its members being in a one-person household. The Apple and Google segments are relatively similar to each other, although Google’s have slightly more household members.

Looking ahead

It’s increasingly a multi-device, multi-person world. Sharing between one’s devices and platforms will continue to grow as a user need, as will sharing with others between disparate ecosystems. Although companies may aim for exclusivity, interoperability is more important. It involves the largest part of the market. Exclusive users will remain a small group of loyal fans willing and able to narrow their choices. Although the non-exclusive make up a sizable segment, the future will be with the ecosystem-dominant.

Methodology

For this analysis, we defined ecosystem exclusivity, dominance, and non-exclusivity as follows:

  • Exclusivity – all of the user’s connected devices, items, services, and voice assistants are in the same operating system family
  • Dominant – more of the user’s devices, items, services, and voice assistants use one ecosystem more than others
  • Non-Exclusive – none of the ecosystems is used more than any others

We drew on the TUP data to identify a broad range of offerings within Apple, Google, Microsoft, and Amazon ecosystems.

  • Connected devices – smartphones, tablets, PCs, or game consoles, using Apple iOS, MacOS, Google ChromeOS, Google Android, Google-branded, or Microsoft Windows
  • Services – Music/Video (Apple Music, Prime Video (in Amazon Prime), Prime Music (in Amazon Prime), Amazon Music Unlimited, Google Play Music)
  • Items – TV set-top boxes (Apple TV, Amazon Fire TV, Amazon Fire TV Stick, Google TV/Android TV, Google Nexus Player, Google ChromeCast), speakers (Amazon Echo, Amazon Spot or Dot, Amazon Show, Google Home, Google Max or Mini, Apple HomePod), Game Consoles (Microsoft Xbox One X, Microsoft Xbox One, Microsoft Xbox 360, Microsoft Xbox, Microsoft Other), smartwatches (Apple Watch, Android Watch)
  • Voice assistants – active use of a voice assistant (Apple Siri, Google Assistant, Amazon Alexa, Microsoft Cortana) through a connected device

The segmentation approach was a simple categorization based on the accumulation of the above attributes. Each device, service, item or voice assistant was given an equal weight.

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 those acquired with home/personal funds to those that are owned by employers, schools, or others. From these, we selected adults who are using at least one home PC.

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 Consumer research, Demographics & Econographics, Desktops, Game Consoles, Households, Market Research, Market Sizing, Mobile Phones, Multiple Devices, Notebooks, Smart speakers, Smartphones, Smartwatches, Tablets, 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.

Leave a Comment

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

Tech for some of us? Tech usage and age (TUPdate)

Tech for some of us? Tech usage and age – Dan Ness, November 10, 2016

I’ve been to county fairs where a carnival seer will guess your age and weight. If these diviners were steeped in tech awareness, might they be able to go further and guesstimate if the person uses a video doorbell, 3D printer, or VR headset? I doubt it. Not being psychic, we rely on directly asking people through scientific surveys.

Although age alone doesn’t tell everything about a technology user, analysis of the market by age reveals some striking differences in user’s technology activities, use cases, consumer electronics penetration, connected device usage, and tech purchase intentions.MetaFacts td1611-plans-youth-skewed-2016-11-10_09-23-41

Market penetration is steeply skewed towards younger adults for most consumer electronics products and services. Analyzing our survey results from TUP 2016, most consumer electronics products index higher among younger than older adults. (An index of 100 means that the product is being used as the same rate as the national average.) Products that index well above 200 (double the national rate) for age 25-39 are many, including OTT TV Boxes ASUS Cube, Google Nexus Player and Google/Android TV. To dispel the notion this age group is sedentary, golf swing analyzers also index high. Furthermore, this group is tech-feathering their nests with video doorbells and smart locks.MetaFacts td16-elder-skewed-2016-11-09_16-51-10

Older adults can claim dominance in other consumer electronics products and services. Subscription to Cable TV is stronger among older than younger adults. Many younger adults that watch TV do so using the Internet. Turntables that play vinyl albums (Record Players) index more strongly among older adults. This may in part reflect that older adults may still have vinyl collections to play, while younger adults can either play newer more-expensive albums or track down older LPs. The elder-skewed usage indexes are not as strongly defined as those for youth-skewed, reflecting moderate use of both of these products and services among younger adults.

I know from decades of consumer research that age is only one factor describing technology users. So, I drilled down further into TUP to adjust for educational attainment and employment status. By rank order, the list of age-skewed consumer electronics is nearly identical by age for employed and self-employed adults. This pattern is similar for those who are college educated.

A similar pattern emerges for Connected Devices. Certain products are being used by a higher share of younger than older adults.MetaFacts td1611-devices-youth-skewed-2016-11-10_09-25-15

Interestingly, the highest-ranked youth-skewed top devices weren’t personally paid for by younger adults, and instead were bought by their employers. These range from work e-Book Readers and Tablets to All-in-One PCs and yes, Basic cell phones. When younger adults buy tech with their own money, two more highly-favored devices are Game Consoles and Apple MacBooks. Furthermore, whether as a sign of mobility, resourcefulness or freeloading, younger adults index higher for use of a public/shared printer, such as might be in a cybercafé, library, or hotel business center. They also index higher for using three or more printers, regardless of ownership.

There’s an old adage that goes “If it ain’t broke, don’t fix it.” This is likely uttered more often among older than younger adults. The active installed base for older adults skews higher for Home PCs running Windows XP, Windows Vista, or Windows 7. Personal basic feature phones also index higher by older adults.MetaFacts td1611-devices-elder-skewed-2016-11-10_09-24-29

Considering the near future through buyer sentiment, a similarly distinctive young/old pattern emerges. Gaming Desktops and Gaming Notebooks, those highly-configured clocked-up fun machines, are skewed more steeply than current usage indexes. Smaller and often more-stylish PCs in the Mini Desktop PC form factor rank strongest. One product which might surprise some is the Apple iPod Touch. It’s effectively a Wi-Fi iPhone, capable of running many iOS apps although without cellular coverage. Since younger adults index higher for Work Basic feature phones, perhaps this device is a stepping stone or companion. Other notable youth-skewing planned devices include wearables – Android SmartWatch, Apple Watch, or another Smart Watch.

Purchase intentions skewed toward older adults shows a different picture. From the long list of technology products we surveyed about, none show a measurably strong skew among older adults. The three products even near to being stronger for purchase intentions are the basic cell phone, a printer, and traditional notebook PC. As I mentioned earlier, younger adults have a higher likelihood to be using a work or public/shared printer than older adults, which may contribute to them not being as eager to buy one of their own. As to traditional notebooks, younger adults are also the ones more strongly considering convertible and 2-in-1 designs, while also many consider traditionals. The picture for basic cell phones is scattered due to their continued decline, so any remaining plans are less aligned by age than by socioeconomic situation.MetaFacts td1611-plans-youth-skewed-2016-11-10_09-23-41

There’s another dimension to age that bears inclusion – experience. Newbie users make different choices than technology veterans. I dove into our technology adoption data in TUP to compare purchase plans by the longevity of the user’s experience. While those who are in the newest-third of users of PCs, Mobile Phones, or Tablets are also generally younger, that’s not entirely the case. First-time use for a Tablet is not limited to young adults; plenty of 30-something and 40-somethings are continuing to join the ranks of active Tablet users. In fact, 59% of adults who have used a Tablet PC for 1 year or less are age 35 and higher.MetaFacts td1611-plans-by-more-experience-2016-11-10_10-40-10

As we analyzed the purchase plans of the most-seasoned technology users – those who are in the top-third with the most years having used a PC, Mobile Phone, or Tablet, we found that purchase intentions are focused on different products than among newbies. 3D Printers, 2-in-1 Laptops, and Fitness trackers index much higher among the tech-experienced.

Gaming Notebooks, Gaming Desktops, and Mini Desktop PCs rank strongly among tech newbies. Some of this correlates strongly with lower age, as mentioned earlier. However, Tower Desktop PCs also rank strongly. Cloud Home Monitoring/Security solutions stand out as an up-and-coming area which are holding the interest of tech newbies, and less so among the tech-experienced.MetaFacts td1611-plans-by-less-experience-2016-11-10_10-40-10

Age is a good start in understanding technology users. But, like the skill of a carnival psychic, only goes so far.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

The TUP 2016 User Profile Chapter details age, as well as life stage, age cohort, employer size, and other key analysis points. The TUP 2016 Technology Adoption Chapter drills down into experience to profile Early Adopters, the Early and Late Majority, and Laggards.

Comments Off on Tech for some of us? Tech usage and age (TUPdate)

Filed under 3D Printers, Basic cell phones, Behaviors and Activities, Convertibles, Demographics & Econographics, Desktops, Devices, e-Book Readers, Game Consoles, Mobile Phones, Notebooks, Printers, Smartphones, Tablets, Technology adoption, TUP 2016, TUPdate

What is the demographic profile of Game PC Users? (MetaFAQs)

Game Desktops and Game Notebooks are coming into their own, reaching beyond the niche enthusiast.

However, they’re missing a key active game-playing segment – females. As we’ve reported in an earlier MetaFAQ, there is near gender equality for game players using Smartphones, Tablets, Game Consoles and everyday PCs.

Young males, age 25-34, are the major users for gaming desktops and gaming notebooks, using them at twice and three times the rate of the average connected adult.metafacts-metafaqs-mq0672-2016-10-23_10-49-11

Although targeting gaming enthusiasts is a successful strategy, only focusing on the formerly-strongest users misses out on a large segment of active players that could use some extra attention.

This may present a challenge to the makers of gaming PCs such as ASUS, Acer, Dell/Alienware, or HP, as they will need to make some adjustments to their marketing.

Female game players that are already active across many platforms are also big tech spenders.

Game PC companies that miss out on serving this segment might find their game over.

This MetaFAQs research result addresses one of the many questions profiling active game-players.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapter with the most information about game players across all devices and platforms is the TUP 2016 Game Consoles, Gaming PCs and Game-Playing Chapter.

These MetaFAQs are brought to you by MetaFacts, based on research results from their most-recent wave of Technology User Profile (TUP).

For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Comments Off on What is the demographic profile of Game PC Users? (MetaFAQs)

Filed under Demographics & Econographics, Desktops, Entertainment, Game Consoles, Market Research, MetaFAQs, Notebooks, TUP 2016