Category Archives: Households

Parents sharing their home technology – or not [TUPdate]

Busy parents are busier than ever

Parents are busier than ever with the many stay at home conditions and school closures across the US now.

Two days ago (April 22, 2020), we surveyed 322 online adults with children 18 or younger. We asked them about the computing devices in their homes, how they share them, what they plan to buy in the next few months, and how an additional home PC might affect their home.

Most parents say they have enough computing devices at home. Nearly two-thirds (61%) have as many or more PCs or tablets than people. Many parents said an additional personal PC is not really wanted, as most (35%) say it would make no difference and feel they have enough (12%).

Those few who would welcome a new home computer value several benefits. One-sixth (16%) expect more efficiency – getting more done with less effort, whether it is more schoolwork or for work from home. Almost as many (14%) expect they would have to share the PCs they have less often. They predict there would be fewer fights between their children. (and who wouldn’t appreciate that!).

Yours, mine, and mine

With the many PCs they have in their home, we asked how and if they share them amongst themselves.

More than half (55%) share PCs, with higher priority given to schoolwork (34%) and working from home (25%). Another half (48%) do not regularly share PCs.

So much to choose from

American parents have been the biggest buyers of home technology for the last three decades of tracking them as part of TUP/Technology User Profile. As of our April 22, 2020 survey, 61% of adults with children in the home have as many or more computing devices (desktops, notebooks, or tablets) than people in the home.

Although many of the reasons have shifted over the years, a common thread throughout this time has been caring for children’s education, household entertainment, communication (think email and social networking), and basics such as personal finances. More recently, with the COVID-19 crisis and so many parents staying at home with their kids, there is an enhanced need for many to support their children’s education with homeschooling. Plus, many are now working from home and so now content for the same devices.

Hey kids – be quiet!

Over the next 3 months, as many intend to buy a notebook PC as buy a tablet. Mobility is key, even if currently it means moving from room to room instead of traveling on a plane, train, or automobile.

Computing devices rank strongly, with 39% plan to buy at least one computing device, whether it is a notebook (21%), tablet (20%) or desktop (12%).

Considering planned items individually, managing sound is important while staying at home. Headsets/headphones top the list of planned items, at 34%. Although our survey did not specifically ask this question, having been a parent of teenagers, it is likely that not everyone in the house shares the same musical tastes, much less the same volume levels. Plus, many of the top over-the-ear headsets include noise-cancelling features that could come in handy for either children or their parents. Speakers are the 2nd-mentioned planned purchase, at 22%. These may be for those fortunate enough to have a living space with enough space or walls.

One in six parents (17%) cited their intention to buy a printer. That is not surprising, since in our previous TUP/Technology User Profile 2019 survey we measured printer penetration at 68% in the US, slightly down from prior years. Many new homeschoolers are undoubtedly realizing that a printer is vital for children’s homework, for creative projects, and for working from home.

Interestingly, among homes with children, the ones with strongest purchase plans overall are those that already have computing devices than people. There is a good amount of tech-accumulation in the works, especially among those with the most tech. So much for the tidying up and minimizing lessons of Marie Kondo.

About this TUPdate

MetaFacts conducted independent research to gather the results used in this TUPdate. The projections of total US adults with children are based on TUP/Technology User Profile 2019 conducted among 8,060 respondents. Also, this TUPdate included results from the April 22nd, 2020 wave of the MetaFacts Parent Study, the first wave of a special study focused on the quickly changing situation. This wave included responses from 322 online adults with children age 18 or younger in their home.

Resources

Current TUP/Technology User Profile subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. Subscribers to the MetaFacts Parent Study may request the supporting information and can make additional inquiries. For more information about MetaFacts and subscribing to TUP or the MetaFacts Parent Study, please contact MetaFacts.

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Filed under Desktops, Households, Market Research, Notebooks, Printers, Tablets, TUPdate

MetaFacts work from home study – Highlights

This TUPdate investigates and profiles working Americans who are working from home. With the COVID-19 pandemic and economic shifts taking place now, many are not technologically ready for a work-at-home or stay-at-home experience.

MetaFacts is conducting a series of surveys, with current waves conducted March 26-30, 2020, and April 8, 2020.

Here are some highlights from the study. Insights professionals with interest can learn more about obtaining the full results of the study by contacting MetaFacts.

The demographics of working from home

Working from home is in full swing for now. Although not all workers can or are working from home, those who are mostly use (not employer-provided) personal computing devices. They also favor consumer-oriented video communications platforms. Their purchase intentions are weak, and mostly focused on backfilling the basics needed for working from home.

Two-thirds (64%) of online Americans who are employed or self-employed were working at home on April 8, 2020.

There are many Americans who aren’t. One in eight (12%) who were employed in February 2020 are not currently working.

Of those working from home, most are in upper socioeconomic groups.

More than three-fourths (78%) of adults in households with income of $85,000 or more in the prior year are working from home. This is in stark contrast to the near-half levels among those with incomes of less than $50,000 per year.

Full-time employees and those who were already self-employed in a home-based business in February 2020 also had the highest work-at-home rates.

Computing Devices for Work

Most workers working from home are using their own personally-purchased products as their primary computing device. 58.2% of workers working from home as of April 8th, 2020 were using a personal device versus 41.8% who were using an employer-provided device.

Among Information Workers – those workers who were already using an employer-provided PC in February 2020 – 39.7% are using a personal device as their primary computing device for work.

Working from home means a mobile device, even though due to stay-at-home restrictions mobile tech workers can’t bring them to coffee cafés. Working from home is a new experience for many, and most homes don’t have a dedicated workspace, much less a dedicated desk for the new work-at-home worker. So, portability even with a home is helpful. Mobile devices – notebook PCs – are the primary computing device for Americans working as of April 8, 2020.

Video calling and conferencing by those working at home

Zoom has earned a lot of attention and users during the pandemic as a popular option for anyone online working at home seeking to connect by video with friends and family, as well as with coworkers and customers. Among workers working at home, Zoom is used most widely for work video calls and video conferences. Apple’s FaceTime is most widely used for personal video calls. For personal video conferences, Skype is slightly ahead of Zoom. For personal video calls, Apple’s FaceTime leads.

More broadly, Microsoft’s, Google’s, and Facebook’s combined video communications platforms reach the greatest share of at-home workers. Microsoft’s offerings – Skype, Meet Now, or Teams – taken together are used by the most at-home workers, slightly ahead of Google’s set of offerings – Hangouts, Duo or Meet. Facebook’s set are mostly used for personal video conferences or calls.

Planned Purchases

When we asked workers about their purchase plans for the next three months, no single technology was mentioned among one-tenth of workers.

Nearly as many workers have plans for tech products or services they will purchase with their own funds as expect to have bought by their employers.

Workers expect their employers to acquire collaboration software, such as Microsoft Teams, Slack, or even cloud-based collaboration tools. Workers also anticipate their employers to set up VPNs-Virtual Private Networks to help maintain the security of their communication with their workplace networks or computers. Third on most worker’s list are an extra monitor/display and a desk, both items widely found in many workplaces.

From their own personal funds, workers plan to purchase a notebook PC, webcam, and extra monitor/display. (Presumably if their employer doesn’t come through). Other basics for replicating a work-at-home office include a headset or headphones, tablet (perhaps for working from the couch?), speakers, a chair, and a desk.

Employment and non-employment by demographics

Between February 2020 and April 8, 2020 (the date of this survey), the number of employed Americans dropped precipitously. Nationally, 88% of online adult Americans that were employed in February were still working by April 8, 2020, meaning that 12% were not. This share is generally in line with unemployment claims reported by the US Bureau of Labor Statistics. Both time periods include those working full-time, part-time, or self-employed.

The demographics about who was and was not still working shows a wide variation. Generally, fewer lower-income, part-time, and lesser-skilled workers are still working than were working in February.

The pandemic has currently affected some regions more than others. There are also regional differences in stay-at-home orders, those deemed essential, and those affected by business closures or layoffs. Among the major states, New York has the highest national percentage of non-workers, followed by New Jersey and California.

Occupation and working from home

Change in Employment from February to March 2020, by Occupation

Educational attainment and working from home

Primary Work Computing Device – February and March 2020

In February 2020, which computing device did you use as your primary work device?

While working at home, what is your primary computing device?

Benefits of working from home

What’s Best About Working From Home?

Age of workers working from home

Household size for Americans working from home

Home Delivery Services for workers working at home

Definitions of terms used in this analysis

  • April 8 Workers – working full-time, part-time, or self-employed on April 8, 2020
  • March Workers – working full-time, part-time, or self-employed during March 2020
  • February Workers – working full-time, part-time, or self-employed during February 2020
  • Work from home – working from home as of the fielding date of the wave
  • Information workers – having had an employer-provided desktop PC in February 2020

About this TUPdate

The analysis in this TUPdate is based on results drawn from a MetaFacts survey conducted March 26-30, 2020 with 772 online adults, and conducted April 8, 2020 with 530 online adults, drawn to be representative of American online adults who were working full-time, part-time, or self-employed in February 2020.

Resources

Current TUP/Technology User Profile 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, Households, Market Research, TUPdate, Video calling

Home PC Trends – Highlights from TUP/Technology User Profile 2019 – US

Home PCs are very much alive and being well-used. Home PC usage rates are stable, both in overall penetration and in the number being used.

Nearly all online American adults regularly use a home PC, yet they see them differently. Younger Americans see them as adding to their entertainment, while for older adults it helps them get things done, communicate, and shop. Home PCs have evolved from being a primary focus of American technology life to being one of many devices. Usage patterns and form factor choices vary; by user age, household composition, choice of OS ecosystems, and other factors.

This MetaFacts Highlights Report looks at the major trends in home PC usage in the US and examines how users have changed in both their levels of home PC use and activities. Also, it examines PC trends with respect to the broadened use of alternative devices. Further, it investigates differences by user age, presence of children, OS of other devices, and other factors.

The source for this analysis is MetaFacts TUP/Technology User Profile, with results from waves 2019 and earlier, all based on surveys of from 7,326 to 8,060 online adults in the US.

Highlights Report Contents

  • Home PC Penetration
  • Number of Home PCs
  • Number of Home PCs in use by User Age Group
  • Average Age of US Home PCs
  • Age of Home PC by User Age
  • Top 10 Activities for Home PCs
  • Top 10 Activities for Smartphones
  • Main Activity Gaps and Overlaps on Home PCs and Smartphones
  • Age-Skewed Home PC Activities
  • Number of Home PCs and Presence of Children
  • Smartphone, Home PC, and Tablet use by User Age Group
  • Home PC Operating Systems
  • Home PC Form Factors by Brand
  • Home PC Form Factor by User Age Group
  • Home PC OS Ecosystems of Connected Devices
  • Average Age of Home PCs by Brand
  • Home PC Activities by Brand
  • Number of Home PCs by Brand
  • What’s Ahead for Home PCs

How to obtain the results

  • Current subscribers to TUP/Technology User Profile may request the full Highlights Report, supporting TUP information used for this analysis, or 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
Activities for Smartphones and Home PCs – identifying gaps and overlaps

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Filed under Behaviors and Activities, Communication, Desktops, Entertainment, Households, Information and Search, Market Research, Notebooks, Operating systems, Smartphones, Tablets, TUP 2019, TUP Highlights Report, TUPdate

Alone Americans – Overlooked Technology Users? [TUPdate]

Sometimes the slow-moving trends are the ones that get missed. Coupled with preconceived notions, these have the makings of blind spots. For many tech companies, single-person American households may be an overlooked market segment.

Based on research by the U.S. Census and our TUP/Technology User Profile service, 1-person American households are a sizable and growing segment with more to them than may be apparent at first. Also, they are not created equally, especially in which technology products and services they actively use.

Tech marketers often advertise with images of bustling families juggling their lives and devices. Soccer moms abound. This perpetuates a myth that’s leaving many out in the less connected and underserved cold. Furthermore, many companies from Amazon to Spotify and T-Mobile have created family plans that financially favor multi-person households, making their offerings less attractive to the many 1-person households.

While it makes sense for any marketers to focus on the biggest-seeming opportunities, and families are big tech consumers, sometimes this is done out of habit or custom, which may mean missing opportunities.

The number of single-person households has grown in share and number

The US Census reports that single-person households make up 28% of households in 2018, up substantially up from 13% in 1960. Similarly, the number of households has also grown, at 35.7 million in 2018, up from 6.9 million in 1960. Whether through preference or necessity, 1-person households are a substantial slice of the American market. Most forecasts indicate the share remaining stable for years to come.

On First Glance, 1-Person Households Seem Tech-Avoidant

When it comes to the devices Americans in 1-person households use, our TUP/Technology User Profile service shows that as a group, they’re behind the curve. American 1-person households appear to be languishing in technology’s past. They are 27% more likely than the average online American adult to still be using a home PC using Windows 7, the Microsoft operating systems nearing its end of life. The replacement for Windows Vista officially came off Microsoft’s mainstream support four years ago – in January 2015. Extended support has been available, yet that support is scheduled to be discontinued in less than one year, by January 2020. Also, 1-person households are well above average (22% higher than average) in their use of a home-owned basic feature phone.

In contrast, American households where children are present have well above-average rates of using many key devices – Windows tablets, game consoles, and Apple Notebooks. This simple view may clarify why some companies prefer to simply tailor their products and services to larger households and avoid smaller ones.

However, looking more deeply into 1-person households, there’s more than household size and core technology that reveals their differences.

A Deeper Look – Young and Old Singles

Within 1-person households, there’s a striking difference between younger and older adults in the profile of their technology usage. The highest usage index for Windows 7 home PCs is among older (age 35+) singles, at 48% higher than the national average. Similarly, there’s an index of 131 for use of a home-owned basic feature phone.

In stark contrast, among younger 1-person households, usage is strongly higher for many key technology devices: game consoles, Apple iPhones, Apple PCs (Macs), Apple notebooks, and Windows tablets.

However, age alone does not adequately describe 1-person households and their technology usage, nor does combining age and household size. There are yet other factors.

Size, Age, and Employment Status

Drilling down into the TUP/Technology User Profile results even more deeply, the combination of household size, age group, and employment status shows even stronger differences.

Have a job – part-time or full-time or even self-employed – and be younger than 40, and you’ll be among the highest technology adopters among 1-person households.

They are above average in using a Windows or Android Tablet, an Apple PC, iPhone, and game console.

The lowest technology adopters are those not employed outside the household and in 1-person households, both younger and older. These have the highest relative levels of using Windows 7 home PCs and home basic cell phones.

Family Plans Aren’t Only Used by Families

Interestingly, even while family/multi-person plans are ostensibly targeted at larger households, a substantial number of 1-person households are using them.

Nearly one-fourth (24%) of 1-person households have a smartphone plan with 2 or more lines. Similarly, “family” paid media subscriptions such as for music or TV are being used by 18% of America adults in 1-person households.

Looking ahead

Shifts in population may seem glacial especially by those in technology industries who are accustomed to frequent shifts. People change their living situations less quickly than they change their adoption of technology. Consequently, technology companies would be better served, as would 1-person households, to the extent these users are included in their offerings.

About this TUPdate

The analysis in this TUPdate is based on results drawn from the 2018 wave of TUP (Technology User Profile), 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.

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, Demographics & Econographics, Households, Market Research, Market Segmentation, Market Sizing, Notebooks, Smartphones, Tablets, TUP 2018, Usage Patterns

The Persistent PC – With A Perennial Core [TUPdate]

Americans continue to hang on to PCs as they expand their collection of actively connected devices. Instead of Tablets and Smartphones fully replacing PCs, they have added to the mix. Even so, the most-dedicated core of PC has settled to a stable size following the shift.

This is based on the MetaFacts TUP/Technology User Profile study waves from 2009 through 2018, collectively based on research results from 77,847 respondents.

The PC-intensive have shrunk in numbers over the years, establishing a solid minority. The most intensive – Adults with more PCs than people in their household – has coalesced into a core 10% of American adults. Moderate-intensity users – those with as many PCs in use as persons in their household – have been stable over the last decade in representing around one in four adults. In 2018, 22% of online Americans had as many PCs as people in their household.

The drive to mobility has finished making its impact. The transition to notebooks over desktops peaked in 2012, while smartphones, and tablets to some extent, diminished the need for many adults to be using more than one PC. As the lines continue to be blurred between tablets and PCs, and in other ways smartphones and tablets, users will increasingly focus on their activities. Rather than looking at devices first, users will make choices based on what it will take for them to get done that which they want to do.

Profile of the many-PC users

Adults with many PCs are generally younger than average and with a higher socioeconomic status. Almost two-thirds (65%) of adults actively using 3 or more PCs are college graduates, in contrast to 44% of online adults nationwide. Most (86%) are employed or self-employed, versus 61% nationwide. Over half (52%) are millennials (age 22-37/born 1981-1996) versus making up 34% of online adults nationwide. Also, 59% have annual household incomes of $75,000 or more (versus 38% nationwide) and over half (56%) have children in the households (versus 37% nationwide).

More adults who rely on a single PC choose HP. HP’s home PC share of the installed base among those adults using only one PC is 31%, followed by Dell’s share of 25%.

Looking Ahead

PCs are a present and vital part of the online user’s experience. This is likely to continue well into the future, although the definition of a PC is continuing to evolve. Users have expanded their activities across their many and multiple devices, broadly accepting multi-platform software supported by cloud storage. From tablets adding capabilities traditionally the province of PCs and notebooks adding abilities previously limited to smartphones or tablets, the definitions of device types is shifting. However, users continue to embrace change, shifting their device usage patterns more slowly than they discontinue their older devices. HP and Dell have strong brand share and inertia, and yet face strong challenges ahead as users shift from doing what they’ve done with PCs, and increasingly embrace multiple devices and platforms.

About this TUPdate

The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including 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.

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, Consumer research, Devices, Households, Market Research, Market Sizing, Mobile Phones, Multiple Devices, Multiple-PC Household, Notebooks, Smartphones, Tablets, TUP 2018, TUPdate