Category Archives: Tablets

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.

In the US and China, Apple’s home mobile devices – smartphones, notebooks, and tablets – outnumber those using Windows or either Google Android or Chrome. In the UK, Apple and Google are effectively tied in outnumbering Windows on mobile devices. This is based on the latest results from the MetaFacts TUP (Technology User Profile) 2018 study, its 36th annual wave.

There are many ways to be mobile for the many who choose to be. Nearly all online adults use some combination of a home smartphone, home notebook, or home tablet. In the UK and Germany, only 8% and 7%, respectively, don’t use any of the three. In China, nearly one in six (16%) online adults aren’t using one of these three home-owned mobile devices.

Each country has its own preferred combination. In India, having simply a smartphone is the most prevalent combination, representing 28% of adults online in India. In other countries, this share is nearer to one in five adults.

Germany stands out for having more users concentrated on two combinations than in other countries. Almost a third (30%) of online adults in Germany use a home notebook and home smartphone, and no home tablet. Another 25% also use a home notebook and home smartphone in addition to a home tablet.

Online adults in the UK are distinguished by having a larger-than-average share (22%) using a home smartphone, home tablet and no home notebook. The US (17%) is closest to the UK with this pairing, and this combination is much less popular in Germany (11%), India (10%), and China (8%).

While smartphones are being included among the devices of mobile adults, there is no single second device – notebook or tablet – paired with the smartphone.

In Germany, the smartphone-notebook combination is being used by the largest number (55%) of online adults. The use of smartphones and tablets is smaller (36%) although still higher than among online adults in China or India.

In India and China, the highest penetration pair is for smartphones and notebooks, in the hands of 41% of online adults in China and 33% of online adults in India. The use of smartphones and tablets is somewhat less, at 31% of online adults in China and 25% of online adults in India.

Online adults in the US and UK have different preferences. The most popular pair is a smartphone and tablet, actively used by 42% of online adults in the UK and 39% in the US. And in the US, as many online adults (39%) use a smartphone and notebook pair.

In the coming year, the partially-mobile are eager to become more mobile in one way or another. Purchase plans are strong for consumers to complete the set of smartphone, tablet, and notebook.

Overall, smartphones are the strongest device of interest. Smartphone purchase plans are especially strong among those online adults that are already using a home notebook and tablet. Plans are strong, although less so, among those who are only using a home tablet.

Notebook purchase plans are also strong. They are strongest among those who are only using a home tablet. They are also strong among those who aren’t using any of these mobile devices, and for this group, notebook plans are slightly higher than their plans for a smartphone or tablet.

Purchase plans for tablets are lower than those for smartphones or notebooks. The strongest plans almost paint the picture of tablets as an entry-level mobile device, as they’re strongest among online adults who aren’t already using a smartphone, tablet, or notebook. Plans are almost as strong among those only using a notebook, although plans for tablets lag behind plans for smartphones.

For those only using a home smartphone, purchase plans are lowest for either a tablet or notebook.

Looking further ahead

Mobility means many things to consumers – freedom, ease of use, and the ability to do as they’d like, whenever and wherever they’d like.

An internet connection is a vital part of mobility. Mobile device makers have been extending the mobile connection with mobile devices having built-in LTE/cellular capabilities, especially tablets. So far, consumers haven’t fully embraced extending their cellular subscriptions. When they’re less connected, they’re staying nearer to familiar Wi-Fi connections, using a portable hotspot or tethered connection, or reaching for their smartphones.

Another aspect of true mobility is usefulness, and users enjoy some activities more on notebooks or tablets than on smartphones which generally have smaller screens or that don’t have key applications. In other analysis we profile which activities users choose for their smartphones and which they choose for their notebooks or tablets.

Above all, users are continuing to choose between the many mobile offerings and haven’t settled on a single form factor or combination of mobile devices. Mobility in whatever form will continue to reach an ever-broader number of online adults.

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.

 

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Filed under Consumer research, Market Research, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Smartphones, Tablets, TUP 2018, TUPdate

Retro to the future? Turntable players as predictors (TUPdate)

Vinyl turntables?! Windows XP?! Basic cell phones?!

Is it true that users of older technology are uninterested in new technology? We tested that hypothesis using several indicators, and found that this stereotype is partly true, and partly not true. We’ve found an interesting group that spans the old and the new, and who are distinct from those who match the laggard stereotype.

Users of older technology are a substantial part of the marketplace. While some slog along with what they have, others eagerly anticipate and even create the future. More pedestrian ones hold on to what they have because they aren’t seeing the value in new technology products and services, or don’t have the means or motivation to do so.

Based on our most research results, from the MetaFacts Technology User Profile (TUP) 2018 wave, 18% of online adults globally use a basic feature phone and 4% use a turntable to play vinyl records. This is based on our balanced survey of 14,273 adults actively online using any PC, mobile phone, tablet, or game console.

Many types of older products are also in everyday use. One in eight (12%) of the primary PC being used by adults was acquired in 2013, two years before Windows 10 was released to the public. One in twelve online adults (8%) are using a printer as old, and one in sixteen (6%) are using a tablet also from 2013 or earlier.

Old-school isn’t necessarily old, as vinyl record turntables have toyed with a resurgence over the last decade. They’ve recently withered into usage by only one in twenty-five (4%) online adults.

However, this small and stalwart group has substantially broader and more ambitious technology purchase plans than most online adults, and certainly more than those who simply hang on to old PCs, tablets, or printers.

Turntable users are 3.5 times as likely, or more, to be planning to purchase a 3D printer, home projector, or portable Wi-Fi hotspot. They also stand out for their strong interest in Google Android/Chrome devices – whether a Chromebook, Chrome desktop, or for a Wi-Fi Android tablet. They also have the highest intentions to purchase an Apple iPod Touch, the almost-iPhone quietly targeted as a music or social communication device.

These same technology products have lured the interest of another group – basic feature phone users – although to a lesser extent. These simple cellphone users have above-average intentions for each of these same products.

Does these mean that the future for 3D printers and Chromebooks are only among these small segments? No, it’s that innovation and openness attracts other segments besides the newest-technology crowd.

In fact, the desires and intentions of these music-loving, vinyl-spinning innovation and novelty seekers run circles around the average online adult.

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.

 

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Filed under 3D Printers, Basic cell phones, Consumer research, Tablets, TUP 2018, TUPdate

Smart speakers more talk than action? Voice assistants across platforms [TUPdate]

Convenience is the surest bet to reach technology consumers. When it comes to voice assistants, it’s important that convenience be handy. It shouldn’t be surprising that consumers first choose what’s familiar and close to hand. More are actively speaking to devices they’ve already had before using smart speakers.

Among American adults, five times as many use a Smartphone than a smart speaker to access a voice assistant. This is based on results from the most recent wave of TUP (Technology User Profile). Nearly half, 46%, of online adults in the US used a Smartphone to access a voice assistant such as Apple Siri. One in five, 20%, used a Tablet. Smart speakers, such as an Amazon Echo or Dot were only being used by one in eleven, 9%, of online US adults.

Among those using a Smartphone to reach their voice assistant, the median household spending for technology devices and services for the full prior year of 2017 is $4,500. By comparison, those using a tablet to reach their voice assistant average $6,750, and those using a smart speaker average $6,560.

At first glance, it may seem compelling that smart speaker users are much bigger spenders. Their median spending for home technology devices and services is double the average online adult. However, tablets are more compelling. Those who use tablets to reach their voice assistants spend a bit more than smart speaker users, at $6,750. More importantly, they are more numerous. In fact, there are more than twice as many, with tablet voice assistant users making up 20% of online adults.

Looking at total spending, Smartphone voice assistant users are putting their money where their mouth is. Although their average spending on technology devices and services is lower than tablet or speaker voice assistant users, there are so many more of them their total spending is higher.

Looking ahead

Consumers are still experimenting with voice assistants, regardless of device. Although smart speakers are getting a lot of attention, it’s worth keeping an eye, and ear, on tablets and smartphones. After all, money talks.

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. Similar results are available through TUP fielded in Europe and Asia. 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.

 

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Filed under Devices, Market Research, Smart speakers, Smartphones, Tablets, TUP 2018, TUPdate

News and Ad Blocking – A Persistent Challenge

Keep stopping the ads!

So say a large and growing group of consumers.

There are multiple ways consumers are expressing this, from actively using ad blockers, to moving beyond “freemium” sites and content to those offering an ad-free experience with a paid subscription, or simply reducing their media consumption.

Ad blockers are being used by a substantial share of online adults in the US. Based on our 2017 wave of Technology User Profile throughout the US, 40% of Connected Adults are actively using an Ad Blocking app on at least one of their connected devices.
Ad blockers are being used across a range of user’s connected devices. The highest rate of ad blocking is on PCs, followed by Smartphones, and then Tablets.
The Ad Blocking rate is even higher among the most-active news readers. This rejection doesn’t bode well for ad-supported business models, such as that of many media outlets.

Looking ahead

Digital consumers continue to value an ad-free experience, whether for news, music, or video content. Consumers enjoy convenience and continue to respond to offers marketed as free. Although these hopes and preferences may persist, what matters more than wishes are what consumers do. Action matters more than opinion, just as behavior carries more weight than intention or preference. Seeing that so many consumers, especially such highly-engaged ones, continue to take the extra step to actively block ads continues to send the messages to advertisers as well as news outlets.

Meanwhile, many media outlets have gotten the message and moved their ad-free experiences behind paywalls. Others encourage freemium customers to at least whitelist their publications. To the extent consumers lower their defenses, this may reduce the value consumers place on being ad-free. In turn, this may encourage more consumers to return to being active readers.

Source

This post 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 survey, from TUP 2017, its 35th consecutive wave, as well as previous waves. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Desktops, Information and Search, Market Research, MetaFAQs, Notebooks, Smartphones, Social Networking, Tablets, TUP 2017, Usage Patterns

Getting Things Done – The Primary Device from PCs to Smartphones (TUPdate)

Getting things done. Isn’t it one of the main explanations we offer when we’re buying our tech devices?

While much of actual tech device usage is about entertainment, communication, and shopping, productivity has its solid place in everyday use.

Whether using a PC, Smartphone, Tablet, or some combination, the majority of connected adults turn to their devices for everything from scheduling appointments to calling on a voice assistant. Based on our Technology User Profile 2017 US survey wave, 88% of Connected Adults regularly use one of their connected devices for any of a range of productivity activities.

Mobility is the Key to Productivity Activities

Having one’s device handy is key for the productivity-oriented. The majority of productivity activities are regularly done using a mobile device – a Notebook, Tablet, or Mobile Phone. This focus on mobility has remained relatively constant over the last few years, representing over two-thirds of the primary productivity devices.

PCs as Dominant Device Type for Productivity

Americans use a PC of some kind for most of their productivity activities. This majority position has withered over the last two years, declining slightly from 54% and 55% of adults to the 51% mark in 2017.
During that same time period, more adults have made the switch from Basic cell phones to Smartphones. This has helped Mobile Phones to increase their share as the favored productivity device, rising to second-place with 41% of adults.

Smartphone surpass Desktops as preference for productivity

Diving more deeply into the TUP data, and looking at connected devices in a more detailed view, Smartphones emerge as the major productivity device. Even looking at Desktops versus Smartphones by combining Tower Desktops with All-in-One Desktops, the year 2017 marks the first time that Smartphones outnumber Desktops as the preferred Productivity device. In 2016, TUP showed that 37% of the primary productivity devices are Desktops to 34% for Smartphones. In 2017, this shifted to 33% Desktops and 39% Smartphones.
Voice Assistants, such as Apple’s Siri, are one of the major productivity activities which have grown in usage, especially on Smartphones. For those users who primarily use a Smartphone for most of their productivity, 57% use a Voice Assistant at least monthly, a level which is 44% higher than the national average. They’re also 30% or more higher than average to be using their Smartphone to manage tasks/to-do items, their personal or work calendar, store their contacts, and to save and play voice memos.
Notebooks, on the other hand, are making a gradual retreat as the productivity device of choice. These still stand out, however, for being above average for certain activities among those who favor their notebooks for productivity. Several productivity activities which are done on notebooks at 25% or more above average: collaborating on work or personal files, finances/accounting, write/manage text/notes/documents, download/use/update anti-virus/security software, and ad blocking software. Yes, the productivity-oriented are more likely than average to block ads and get back to work.
For productivity-primary desktop PCs, however, only two productivity activities stand out above average in their regular use: download/use/update anti-virus/security software, and ad blocking software. Although these two activities do reduce interruptions, they aren’t particularly productive. This indicates that Desktops are likely to continue their slide from primacy for productivity. They’ll either be consigned to other types of activities, or be overtaken by notebooks or tablets.

Looking ahead

Although habits change slowly, they do change. Even as users move between multiple devices, it takes time for them to migrate their behaviors from one way of doing things to another. Apps that have versions that support platforms can ease the user’s migration between devices. By simultaneously supporting multiple platforms, app makes can also make it easier for users to get things done among their own collection of devices, further supporting user’s own choices.

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 survey, from 2015 through 2017, its 35th consecutive wave. Comparable results are available through TUP fielded in Europe and Asia. 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.

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Filed under Desktops, MetaFAQs, Notebooks, Personal and Productivity, Smartphones, Tablets, TUP 2017, TUPdate, Voice Assistant