Category Archives: Market Research

Age of Home Notebooks in the Installed Base

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Filed under Consumer research, Market Research, Notebooks, TUP 2018, TUPdate

Facebook Users Hop, Skip, or Jump? [TUPdate]

The share of online Americans using any of Facebook’s sites has dropped in the last year. The % of online adults using Facebook, Instagram,or WhatsApp, as well as any of these three, is lower than one year prior. This is based on the 2018 wave of Technology User Profile (TUP), a survey of technology users now in its 36th year.

Three in four online adults (76%) report having used Facebook in the prior 30 days, down from 84% in the prior year.

When Facebook acquired Instagram, it looked like a solid move to give site-hopping users an alternate venue to connect and share, whilestill staying within the Facebook family. However, as the advertisements rampedup and other sites attracted interest, users became less active or left.Between 2015 and 2017, Instagram’s expansion appeared to be on track to reachat least half of online adults before 2020. However, use has shrunk from a peak42% level in 2017 to the present 38%.

We looked at the overlap of users of any of the three sites – Facebook, Instagram, or WhatsApp – and that share has also decreased, although not as strongly. In 2017, the share of adult Americans using any of the three was 87%, and now in 2018 that share has dropped to 82%.

Looking ahead

Fickle consumers continue to express how they choose to spend their time online and offline. Although Facebook has taken many steps to weave their way into everyday experiences, users continue to explore alternatives. I’m reminded of the rises and falls we’ve seen in sites from Google+, MySpace, AOL to CompuServe and Prodigy, as network effects or following the herd entices large groups of users to move on from the market leaders.While I’m not calling this dip the beginning of another end, it is a cautionary note that Facebook has additional work ahead of them. Also, user defection isn’t the only issue facing Facebook. Advertisers and organizations reliant on Facebook can speed up any downdraft as they review any shifts in their own key numbers and consider other options.

Related results

TUP clients can drill down further into these results to explore related results such as: which types of devices users use to access social networks, demographic profiles of users by social network, and details for the UK, Germany, China, and India.

Methodology

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 recent wave spanned the US, UK, Germany, India, and China. For this TUPdate we focused on users in the US.

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

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.

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Filed under Consumer research, Market Research, Social Networking, TUP 2018, TUPdate

Apple & Samsung Lead in Multi-Device Loyalty [TUPdate]

Apple and Samsung have the highest share of their users actively using two or more of their devices.

This is based on the MetaFacts TUP (Technology User Profile) 2018 survey results. Among online adults in the US, more of Apple’s and Samsung’s users have two or more of the brand’s devices than only use one of their devices.

Although brand footprint is an important measure in its simplest form – market penetration by the percent using at least one of a given product – the multi-device measure goes deeper. It shows the extra commitment customers are willing to make towards using any particular brand or ecosystem. In a pragmatic way, it reflects the value they place on a brand.

Based on the simple brand footprint measure, Windows devices have the deepest market penetration.  Effectively three in four (74%) online Americans are using one.

In a near three-way tie for second place, HP, Apple, and Google OS products are being used by nearly half of all US online adults. While HP has a slightly deeper footprint than the other two, with 52% of online Americans using an HP PC or printer, Apple and Google (Chrome/Android) are each in the hands of 49% of online American adults.

There’s also an overlap of Apple’s and Google’s best customers, with Apple having the stronger position. One in eight (12%) of adults with two or more Google OS products also have two or more Apple devices. One in twelve (8%) of adults with two or more Apple products also have two or more Google OS devices.

Methodology

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 recent wave spanned the US, UK, Germany, India, and China. For this TUPdate we focused on users in the US.

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, Multiple Devices, Operating systems, TUP 2018

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

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