Category Archives: Households

Who spends most on tech – older or younger adults? (MetaFAQs)

In many tech circles, there’s a strong attention on the youngest adults. How true is it that younger adults spend more than older adults?

Our research shows that when it comes to household tech spending, age matters, although it’s not that simple.

First of all, while the youngest adults often are the most enthusiastic about technology, they don’t have the same financial means of older adults.

The majority of household tech spending is among adults age 30-39.metafacts-mqxxxx-tech-spending-x-age-2016-11-01_07-51-20

More importantly, when adjusting for employment status – including the self-employed – the analysis is clearer. Employed adults out-spend those not employed from ages 25 to 54.

There’s a “late life kicker” that’s important to note. After age 60, household tech spending is stronger among those not employed than those employed. Also, although employment rates decline with age, total household tech spending is stronger among the age 65-69 group than the age 55-59.

This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

This MetaFAQs research result addresses one of the many questions profiling active technology users. Specifically for this analysis, we looked at household tech spending along 15 categories of technology devices and services, from PCs, printers, and routers to Internet and mobile phone service.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapters with the most information about activities is the TUP 2016 User Profile Chapter, which includes sections more deeply analyzing by age and life stage.

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.

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Filed under Consumer research, Demographics & Econographics, Households, Market Research, MetaFAQs, TUP 2016

Who are the Apple-only users? (MetaFAQs)

In a world dominated by Microsoft Windows PCs, it can take conscious effort to only use Apple Macs. Also, with an abundance of Google Android and Windows tablets available from many companies, it can take a special loyalty to choose an iPad and also a Mac. Furthermore, with the widest assortment of Smartphones being from anyone but Apple, it’s a further statement of preference and choice to have only Apple devices.

One in eight (13%) of adults with any connected device have in fact made these choices, and are only using Apple Smartphones, Tablets, or PCs, assiduously avoiding Windows or Google Android or Chrome OS devices.metafacts-metafaqs-mq0093-2016-10-23_12-27-02

Who are these Apple-only users? Are they only the socioeconomically elite? Well, yes and no. They do have higher incomes than the average American.

Among adults with only Apple devices, 27% have household incomes of $100,000 or more. This is and index of 137 above the national average for Connected Adults.

This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

This MetaFAQs research result addresses one of the many questions profiling active technology users.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapter with substantial information about Apple-Only users is the TUP 2016 Devices Chapter. Other TUP chapters detail iPhones, iPads, Macs, and the overall brand footprint.

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.

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Filed under Demographics & Econographics, Desktops, Devices, Households, Market Research, MetaFAQs, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016

Who are the biggest spenders – Apple’s, Dell’s, HP’s, or Google’s best customers? (MetaFAQs)

Household tech spending continues to grow. Some brands have managed to attract and retain the biggest spenders, while others have a more pedestrian profile.

Apple has consistently lead the market in reaching higher-end market segments, whether higher income or bigger tech spenders. Our most recent research shows how much further ahead of the pack they’ve reached. Adults with 2 or more Apple devices spend 33% more on household tech devices and services in a year than the average U.S. Connected Adult.Tech Spending by Brand Footprint

Adults with 2 or more Android devices or 2 or more HP devices also spend more than average, although their index is below half of Apple’s, at 15% higher and 14% than the national average, respectively.

The mix of spending is different among HP and Android consumers. While HP’s best customers are stronger spenders on Smartphones, digital content, and Internet connection services. Adults with 2 or more Android devices spend more in a year on devices, especially peripherals, as well as printer ink.

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

Many other related answers are part of the TUP service, available to paid subscribers. The TUP chapter with substantial information about the users of  each major brand is the TUP 2016 Brand Footprint Section.

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

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Filed under Consumer research, Households, Market Research, MetaFAQs, Shopping, TUP 2016

Coming Face to Face With Newer Technology-Call The Kids

Can You Hear Me Now? (c) MetaFacts

Can You Hear Me Now? (c) MetaFacts

There’s a cartoon making the rounds online about a FaceTiming family. While Mom and the teens can clearly see each other’s faces, Dad doesn’t seem to get it that holding the phone to his ear isn’t the best way to communicate using FaceTime or video calling.
Those of us who are facile with technology products – let’s not be hard on any new users. After all, activities like communication work best when everyone is involved.
Newer technology can be daunting, even those who are well-experienced with one type of technology may be new to another. Age alone does not define who is the most experienced or tech-savvy.
Presence of children is a contributing factor with technology adoption. Based on results from the most-recent wave of Technology User Profile, adults in households with children are more interested in wearable technology. Over half (52%) of adults in households with children agree or strongly agree with the statement “I would love to be the first to use wearable technology.” Adults in households without children aren’t as enthusiastic, with only one-third (33%) similarly agreeing.
Making video calls with services as Microsoft Skype, Apple FaceTime, ooVoo, Tango, Google Hangouts, or the like is done more often among households with kids present. Just over one third (34%) of all Connected Adults who use their devices to communicate make video calls. Among younger (18-39) employed adults with children in their household, well over half (57%) make video calls. Among older (40+) adults who aren’t employed without children present, the number is one-sixth (16%).
Even in one narrow type of activity – communications – there are a wealth of options. From social networking to email and voice or video calls, technology users have choices.(c) MetaFacts
The top-third of the most broadly communicative among us use their Connected Devices for 7 or more types of communication activities – from email to voice calls, text messaging to video calls.
One of the biggest factors separating the most-active communicators from others is the presence of children, along with age and employment status.
Among adults age 40 and up, employed and with children in the household, 39% are in this most-active communicator group. By comparison, only one-fourth (25%) of those without children in the household are as active. The difference is even more striking among the 40+ who are not employed outside the home: One-third (33%) of those with children in the household are the most-active, versus only 13% of those without children.
Video calls and apps like FaceTime are just one mode of communications in active use. Not everyone uses the same mode of communication. While some of us favor email, others prefer text messaging.
For adults with children in the household, several communication activities are used more often than for similar adults without children.(c) metafacts
Writing a blog or online journal is an activity for many more adults in households with children than among those without, at 24% and 14% of Connected Adults, respectively. For making video calls, the gap is slightly narrower at 9% – the difference between 47% of adults with kids and 28% of those without.
In households with any children age 5 and younger, adults use the broadest range of communication activities across their Connected Devices. Just over half (51%) use 7 or more types of communication activities, well above the one-third of Connected Adults this usage level represents.
It was a prescient Groucho Marx who once quipped: “A child of five would understand this. Send someone to fetch a child of five.”
Fortunately, over 63 million adults have children in their households. Whether or not those younger pioneers will be kind and show their elders how to use their devices to communicate remains to be seen. Whether anyone will ever develop an inter-generational translator, so that parents and teens can finally understand each other, is something perhaps too daunting for even the technology industry.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2014 edition. The large-scale survey is in its 32nd continuous year, documenting and detailing the full scope of technology adoption and use. In addition to detailing the many devices adults use to connect and sizing targeted market segments, the survey-based research details what people do with their devices. It reports which activities adults primarily use with which device. For example, TUP reports which market segments use their Smartphones or Desktops as their primary communication device, as well as which devices are primarily for entertainment, shopping, social networking, and other types of activities.

Further results and datasets are available to TUP subscribers, including the full details on these technology users: which devices they intend to buy, which other devices they already actively use, the activities they’re doing and which device they do them with, their complete demographic profile, tech spending, wearable technology, and more.
Technology companies who want to know more about adults with or without children, video callers users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Households, Market Research, TUP 2014, TUPdate, Video calling

Technology Consumer Demographics – solid market research from MetaFacts Technology User Profile

Extensive information about technology consumer demographics is available in TUP – Technology User Profile.

It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.

Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.

Below are a few examples of questions addressed in TUP related to technology consumer demographics. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece.

  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • How many seniors are online? How is their behavior different than younger online users?
  • Which smartphone OS is leading, and with which market segments?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Is social networking only for certain age groups?
  • How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
  • How does PC and online usage vary across segments such as workplace company size or industry?
  • What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
  • Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
  • Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • What is the impact on privacy concerns on use of social networking?
  • How much of the game-playing population is older versus younger?
  • What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Who is printing coupons?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • How central is game-playing to the general population? How about within certain key market segments?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Most-mobile customers – where do they go and what do they do?
  • Who spends the most hours online?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • How tech-experienced are game-players?
  • How much have PC users integrated PCs into their personal lives?
  • How has the division of work vs. personal use of technology products continued to blur?
  • Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from?
  • What types and combinations of consumer electronics are homes using?
  • How many and which segments are watching and renting movies on which platforms?
  • How do market segments vary in demand opportunities for tech products and services?
  • To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
  • Which market segments are dating online?
  • What else do they frequently do online? Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • Which social networking sites are used most frequently by which segments?
  • How tech-sophisticated are game-players, within key gaming segments?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • Which market segments are blogging? How do they compare to social networkers?
  • How are users communicating, given all their communication options?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
  • Which PC brands dominate the PC market? How does this vary within market segment?
  • Are Apple’s best customers really unique?
  • What about the unemployed? Are they more or are they less tech-focused?
  • What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • How is HP’s PC penetration within the overall HP footprint?
  • How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
  • Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
  • Which industry groups have varied levels of tech product adoption?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • How rich is the user’s printing experience? Do they use only one printer or more than one? For multi-printer users, which ones do they use? Who are the most-active printer users?
  • Who is videoconferencing, and using which platform?
  • Tracfone for oldsters? Who has the oldest segment by carrier?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • iPhone users – who are they really? How do they compare with Android and Blackberry users?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • How prominent is Home PC renting versus outright purchase?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?

If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.

MetaFacts, Inc. helps technology marketers find and measure their best and future customers.

Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full dataset.

For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.

The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.

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Filed under Consumer research, Households, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012