Category Archives: Tablets

Apple, Google, Microsoft – Paths of Expansion and Contraction [TUPdate]

There are many ways to serve technology users, and each family of operating systems – Apple’s, Google’s, and Microsoft – have expanded in different ways. While Windows-driven products are being actively used by nearly three-fourths (73%) of U.S. online adults, Apple MacOS and iOS devices and Google Android devices are each being used by half.

This is based on the results of our TUP/Technology User Profile 2018 and 2017 surveys, with sample sizes of 14,273 and 13,572, respectively, with 7,886 in the US.

Each OS family leads in their own way. Apple has more than 10% of Americans using one of five types of devices: Smartphone, Tablet, PC (Macs), and a TV set top box and service, or watch. Google Android/Chrome OS has a different set of five types, with speakers stronger than Apple and PCs weaker than any other. Microsoft Windows only has 10% or more of Americans using one of two categories: PC or Tablet.

While market penetration is one important measure, even more telling is active device quantity. The average number of actively used devices has shifted in the US as well as in other major markets. Between 2017 and 2018, the average number of Apple devices in active use rose from 2.2 to 2.3 in the US, 2.0 to 2.1 in China, and 1.6 to 2.0 in India. Meanwhile, Windows use has declined across all markets surveyed.

Netting together the various Apple OS product categories, Apple’s footprint in the US did not change between 2017 and 2018. Growth within that base has been with a broader adoption of Apple TV. In India, Apple’s penetration has risen markedly, reaching 45% of online adults in India. Most of the growth has come from two strongly accepted products: Apple TV and Apple Watch.

Looking ahead

We’re likely to see a further fragmented world, with Apple focusing primarily on breadth and Google on initial penetration. Apple will continue to focus on deepening their relationships with their customers while Google will continue its conquest for new customers. Apple’s direction will be one of expanding services and commensurate revenue streams, serving their unique customer base more deeply. Meanwhile, Google’s direction will be mostly about supporting any devices or services that will help them expand their data acquisition and advertising businesses. Apple’s expanded emphasis on privacy and security will play well with their existing customers and more importantly may yet attract users further away from the Google ecosystem. Beyond the speeds and feeds of the latest gadget, these softer issues of privacy and security are likely to help Apple more than Google.

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.

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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 Mobile Phones, Multiple Devices, Smart speakers, Smartphones, Smartwatches, Tablets, TUP 2017, TUP 2018, TUPdate

Favorite Device Combinations – Flexibility and Juggling [TUPdate]

Users vote with their fingers, demonstrating what they like by what they actually use. The top combination includes four devices – a desktop, notebook, tablet, or smartphone – and actively used by one in six (16%) of online adults in the US.

This is based on the three most recent waves of Technology User Profile (TUP), the 2016 through 2018 waves. These were based on 7,336, 7,521, and 7,886 US online adult representative responses, respectively.

The top four combinations are used by over half (52%) of online Americans. All of the top combinations include a smartphone, three include a desktop, and two include a tablet. These major combinations have remained the most widely used for the last three years, representing the choice of around half of online Americans for the last three years.

Elders come on board

The average age of those using tablets or PCs without smartphones has dropped in the last year. Between 2017 and 2018, the average age of those using only a tablet – and no PC or smartphone – has dropped from 50.4 years old to 45.5. Similarly, those using a desktop and tablet and no smartphone has dropped from 53.8 years to 49.4. Those using 4 types of devices – a desktop, notebook, tablet, and smartphone, average 41.4 years old, in stark contrast to those using only a desktop, at 56 years old.

Looking ahead

Despite much media attention on this device or another “taking over the world”, most American users continue to juggle multiple devices.

Although innovative crossover products continue to make splashes and inroads, from foldable phones to all-in-one and convertibles, the majority of users persist in finding ways to stay productive and entertained with their varied types of devices. It seems users are currently more flexible than their devices.

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.

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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 Consumer research, Convertibles, Desktops, Multiple Devices, Notebooks, Smartphones, Tablets, TUP 2018, 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.

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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 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

How central and vital are home PCs? [TUPdate]

Home PCs users are very active, yet they don’t only stay at home on their computers. They use a wide variety of other connected devices. The majority of home PC users (82% to 95%) also use a mobile phone. Of these, smartphones dominate. It may some surprise those steeped in technology that basic cell phones/feature phones persist in the hands of many – from 9% to 28% of home PC users.

These findings are based on results from our TUP/Technology User Profile 2018 survey, including 11,294 online adult home PC users.

Active home users

Home PC users spend more time with their home PCs than with other devices. In China, smartphone use us nearly at parity. Among home PC users in China, weekly hours using a PC are 33.2, only slightly more than the 32.5-hour average for smartphone use. By contrast, in the UK and Germany, home PC users spend nearly the same amount of time with their home PCs as do users in the other countries surveyed. However, in these countries, users spend far fewer hours with their smartphones. Across all countries surveyed, Tablets are a distant third place, being used for a third to a quarter as many hours as home PCs.

Looking ahead

I expect home PCs to continue as a solid staple among the majority of consumers. Although an increasing number of users are relying on their mobile phones for a growing range of regular activities, users prefer home PCs over smartphones or tablets for certain activities. Both thoughtful shopping and movie watching are helped with the clearer and larger images on bigger screens, such as those attached to traditional home desktops or integrated with all-in-one designs.

The biggest threat to home PCs usage is user’s willingness to shift their activities from one device type or ecosystem to another. Users are showing their growing acceptance of and demand for cross-platform applications while still expressing their incessant demands for convenience and simplicity. As users continue to increase their literacy and comfort with multiple ecosystems, and developers continue to streamline the multi-device/multi-OS experience, users will continue to follow the enticing cookies of compatibility through the forest of interoperability and may yet give up on their home PCs. Meanwhile, user inertia and habit are the greatest friends of the home PC.

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.

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Filed under Basic cell phones, Consumer research, Desktops, Entertainment, Market Research, Mobile Phones, Multiple Devices, Notebooks, Shopping, Tablets, TUP 2018, TUPdate

Digital Publication Readership – To Be Saved by Apple News+? [TUPdate]

Magazine and newspaper writers envision a world of digitally-connected readers hanging on their every word. Despite the ubiquity of connected devices, from smartphones and PCs to tablets, that’s not currently the case. Fewer than half of online adults regularly read a magazine, newspaper, or periodical using any one of these connected devices. Also, while Apple’s customers are more active digital readers than most, Apple’s News+ service is being launched into a chilling headwind. This is based on results from our TUP/Technology User Profile survey of 14,273 adults across five countries.

Only in India and China do the majority of online adults regularly use any of their devices to read periodicals. In the US, UK, and Germany, this rate is nearer to four-tenths of online adults.

Active readers are appearing to favor convenience over multi-device accessibility. Across the countries surveyed, nearly two-thirds of active digital readers do so with whichever of their devices is their primary device.

Also, it’s not as if even active readers do their reading across multiple types of devices. Instead, the net number of active readers is close to the sum of readers using their PC, tablet, or smartphone.

No single device stands out universally as the digital publication reading favorite. PCs are a favored reading device in the US, UK, and Germany. In China and India, slightly more choose smartphones over PCs.

The image of magazine readers sprawling on their couches, kicking back with their iPads to catch up on a beautifully graphical long read, only represents a small part of the market. Tablet news-reading is only done by a few. Across the five countries surveyed, only around one in ten online adults use a tablet for such reading.

Part of this single preferred-device approach may be due to the inconsistencies between publications across platforms. While some publications design for a large-screen experience, others aim for the smaller screens of a smartphone. Yet others haven’t seemed to do much aiming or development, seemingly settling with exporting PDFs of their printed pages.

Using connected devices to read subscriptions has sagged in the last year. Across all the countries surveyed, regular readership rates have dropped. The reduction has been most pronounced in India and China, dropping from 85% of online adults to 71% in India, and 65% to 53% in China.

Service such as Apple’s recently announced Apple News + may help to change that. Making subscribing easier through a simplified app and bundled price may just raise the number of active digital readers, if not also subscription rates. Because Apple’s service was launched to only run on an iOS or MacOS devices, this a subset of the entire market. However, this subset is sizable. As of mid-2018, TUP finds that Apple has 100.3 million adults in the US actively are using an iPhone, iPad, or Mac, which is 46% of all online US adults. This rate is similar among online adults in China (50%), and lower in the UK (44%), India (35%), and Germany (23%).

Apple’s customers are above-active readers. Among Apple’s customers, there is a higher rate of actively reading digital publications than among the general population. Half (50%) of users of any Apple iOS or MacOS device (iPhone, iPad, or Mac) in the US regularly use a connected device to read digital publications. Across the UK, Germany, China, and India, the pattern is the same: more of Apple’s users are active digital readers.

Looking ahead

Services like Apple News+ will likely be good for Apple and moreover good for Apple’s customers. Since Apple’s customers are already above-average readers, we expect subscriptions to be strong. In addition to the revenue flow to Apple and publishers, it could help deepen the connection and loyalty Apple’s users have with its other offerings – services and devices alike.

On first glance, services like Apple News+ may not seem attractive to publishers. If they view their TAM as only around half to a quarter of online users (Apple’s current foot print is 50% in China, 46% in the US, 44% in the UK, 35% in India, and 23% in Germany) this might seem like a glass-half-empty approach. Were Apple enable Apple News+ to more platforms beyond iOS and MacOS, the next-largest active-reader platforms are Windows PCs and Android smartphones. While this would likely entice more publishers, it might threaten Apple’s exclusive experience within its platforms. Also, for these platforms, Apple may need to make extra efforts to fulfill its promise of subscriber privacy.

However, to the extent publishers consider such a service as bonus readership, this may entice them and others to join. Apple’s customer base continues to have a higher than average socioeconomic profile.

And, as Apple continues to roll out additional subscription services such as movies and TV, many customers will likely expand and deepen their connections and loyalty to Apple. Also, we expect more readers to return to reading as they discover the digital experience to be more enjoyable and straightforward.

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.

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, Desktops, Entertainment, Information and Search, Notebooks, Smartphones, Tablets, Trends, TUP 2018, TUPdate