Category Archives: Operating systems

OS-Polyglots Are Big Tech Spenders (MetaFAQs)

Who are the biggest spenders – Windows-Only, Apple-Only, or some other segment? (MetaFAQs)

Google went high, Apple went higher, and Microsoft is left with the rest. That’s an oversimplification, and yet is reflected in household technology spending. Users of certain combinations of operating systems spend differently.metafacts-metafaq-mq0010-2016-11-11_11-00-43

Lowest-spending OS Combo

Adults that actively use only Microsoft Windows devices – PCs, Smartphones, or Tablets – spend less per year on technology products and services than adults who use at least one Apple or Google Android or Chrome OS device. Composed of some 36 million adults, these Windows-only one-sixth of connected adults spend $5.3k per year on their household technology products and services, from PCs and Printers, to Internet and TV service. This indexes at 67, two-thirds the average national level.

Highest-spending OS Combo

At the other end of the spectrum are those busy adults actively juggling devices with all three OS. These 27 million adults index at 134 for household technology spending, with an average annual spend of $10.6k.metafacts-metafaq-mq0010-2016-11-11_11-20-31

Looking ahead

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Filed under Convertibles, Desktops, Market Research, MetaFAQs, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Smartphones, TUP 2016

Voice Assistants – now we’re talking! (TUPdate)

Voice Assistants, now we’re talking! – a TUPdate by Dan Ness, January 27, 2017

In the early 1980’s, one of my Apple Macs overheard me on a phone call and startled me by speaking “Wouldn’t you like to know?”. The Mac’s dialog box suggested I had asked “Macintosh, do you have an Easter Egg?” Evidently, I had triggered one of those hidden messages some programmers like to include for fun. That was quite a bit earlier than today’s quirky responses after asking Apple Siri certain questions such as “What does the fox say?” or asking Amazon Alexa “how much is that doggie in the window?”

Beyond answering quirky questions, voice assistants are expected to grow in capabilities and more importantly, to grow in broader market acceptance.

Voice interaction with tech devices is back in vogue again, and technology users are different than they were 20 years ago. At CES 2017, voice assistants got a lot of attention, especially with the many IoT devices announced that used Amazon’s voice assistant Alexa.

How many voice assistant early adopters are there?metafacts-voice-assistant-usage-rates-2017-01-27_15-28-45

The users of Amazon’s Alexa or Echo devices are currently few, while the users of voice assistants on other devices are many. As of mid-2016, 3.5 million US adults were actively using a voice-enabled speaker such as the Amazon Alexa or Echo. These are 1.6% of all Connected Adults, the universe of persons age 18 and up who have used a PC, Mobile Phone, Tablet, or Game console to browse the Internet in the previous 30 days.

The ability to control and interact by voice extends well beyond wireless voice-enabled speakers and includes Apple’s Siri, Google Now or Assistant, and Microsoft Cortana as used on PCs, Smartphones, and Tablets. This spans 75.5 million adults who regularly use their voice to control and interact with their devices. This equates to a 34.9% usage rate.metafacts-voice-assistant-usage-percent-rates-2017-01-27_15-28-45

Voice assistant usage on Mobile devices, specifically Notebook PCs, Smartphones and Tablets, are the largest group, number 61.1 million. Separately, these three platforms add to 73.6, indicating that these mobile users are using 1.2 of these devices. In other words, there is a moderate amount of overlap. This is important, because users of voice agents will likely want to choose one voice control platform. This will help them have an easier and more seamless experience so they won’t need to adapt themselves to fit each voice agent instead of the other way around.

Who are these chatty early adopters?

Users of voice assistants across any device stand out from average connected adults:

  • Respondent Demographics
    • Average age 37 – six years younger than the average connected adult
    • 54% are Millennials – age 18 to 35 – and 50% of older millennials (age 28-35) use voice control on any device
    • Use of voice-enabled speakers such as the Amazon Echo is strongest among adults age 25 to 44, and less so for 18-24 and 45+
    • Above-average usage levels for full-time students (48%) and full-time employees (43%)
    • Higher use by Asian adults (43%) and Black/African-American adults (42%)
  • Household Demographics
    • Stronger in larger households – 49% of adults in households with 4 persons and 46% among those with 5 or more
    • Stronger in households with children – 48% of adults in households with 2 or more persons and children
  • Device Usage
    • Voice assistant usage is highest among those with the most devices and less among those with fewer. Usage rates are 50% and higher among the 52% of Voice Assistant users with 6 or more devices, and 14% and below among those with 2 or fewer devicesmetafacts-voice-assistant-usage-rates-by-no-of-devices-2017-01-27_15-29-49
    • Users of Game Consoles have a higher than average use of Voice Assistants – 47%
    • Apple iPhone users have higher Voice Assistant usage rates (49%) across all their devices than Google Android Smartphone users (36%)
  • Operating Systems of Devices
    • Users of Voice Assistants have more Windows devices (1.8) than Apple OS devices (1.5) or Google OS devices (0.8)
  • Key Devices
    • Usage of Voice Assistants are higher than average among those using VR Headsets (84%), Home Projectors (73%), Google TV/Android TV (72%), Amazon Fire TV (69%), Apple TV (62%), Google Chromecast (61%), Wireless Headsets (67%), and any Smartwatch (69%)
  • Household spending on technology devices and services
    • Users of Voice Assistants spend much more than the average household, at 1.4x the national average

Voice Assistant usage rates on other devices

Users of voice-enabled speakers such as the Amazon Echo use voice assistants on other devices, although in a different way than average users.metafacts-voice-assistant-usage-rates-among-speaker-users-2017-01-27_15-31-03

Users of voice-enabled wireless speakers such as the Amazon Echo are above average in using voice assistants on other devices. They are four times the national average in using voice assistance on a PC, and nearly four times (3.7x) in using a Tablet. They are more than double (2.3x) in using a mobile device (Notebook, Smartphone, or Tablet), and almost double (1.9x) in using a Smartphone.

Voice Assistant usage and device activities

So far, voice assistants have reached users who are the most broadly active with their devices. However, voice assistant usage hasn’t dominated any particular category of activities. From those users with the broadest social networking or shopping activities to those with the broadest personal and productivity activities, the most-active users are similar to each other, with each using voice assistants at nearly double the national average.

Looking ahead

Use of voice assistants have reached into the mainstream, having surpassed half of many different market segments. This widespread acceptance bodes well for voice continuing its growth. However, depth of use still has some ways to go. Users are currently juggling many devices, and using voice assistants across different devices and among differing operating system families. While this calls for a standard of some time – so users won’t need to adapt to each OS and instead each OS can adapt to them – no single standard has yet emerged.

Until more users either to choose to focus on one standard – such as staying within the Apple Siri/HomeKit family – they will continue to have the experience of speaking requests to Alexa in the ways Siri expects, to Cortana in the way Google Now or Assistant answer to, or some other combination. At least today the highly-touted artificial intelligence behind voice assistants hasn’t reached the level that one’s voice assistant would be jealous to discover you’ve been speaking with a different voice assistant.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

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Filed under Consumer research, Forward-Leaning, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate

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

Apple’s Long March into the Majority (TUPdate)

Apple’s Long March into the Majority – Dan Ness, October 27, 2016
td1609-apple-penetration-2016-10-25-1311
For the first time in tech history, Apple has reached the half-way mark in the active installed base. As of our 2016 wave of the TUP survey, 52% of connected adults are using either an Apple Macintosh, iPhone, or iPad. This overall penetration statistic reflects that at least one key Apple device is in the hands of over half of the market.

Apple’s achievement has been from multiple successes – not only one blockbuster. In fact, just as all boats rise together on the same tide, each of Apple iPad, iPhone, and Macs have attained greater market penetration.

The iPhone has lead the charge, passing one-fourth of U.S. connected adults in 2015 to reach 36% in 2016. The iPad has experienced the most dramatic growth, stretching beyond one in five adults in 2015 to 29% in 2016. Of the three key devices, the Apple Mac and MacBooks are starting to mark their mark beyond their prior return customers. Having been strong among students and mobile employees for some time, especially MacBooks, both Apple notebooks and desktops are reaching a wider audience.
metafacts-td1609-apple-device-penetration-2016-10-25-1305

Apple has achieved this in part through balancing proprietary designs with open standards. To encourage and support use by users of only one of Apple’s key devices, each one needs to play well with other competitive products. For example, iPhone and Android Smartphone users need to be able to communicate with each other. Although Apple hasn’t fully opened their iMessage system, basic text messaging works cross-platform. iPad users need to be able to easily browse web pages with as much ease as on a Windows or Android Tablet, even while Apple famously avoided enabling Adobe Flash. Mac users need to be able to share documents with Windows users, and that’s smoother than ever.

Apple’s growing penetration has also been one of expanding breadth. Now effectively half (49%) of Apple’s customers have two or more of Apple’s key devices. Only one year ago, in 2015, only 41% had that many. The most demonstrably loyal Apple customers have the full collection of these three key devices. This continues to be a small group, at 15% of Apple’s customers for these devices, and yet this is a growing group.

Diving into the combinations
To get a more complete understanding into the dynamics, I dove more deeply into the TUP data. One fruitful dimension of our custom forecasting analysis is based on what users have. For most tech products and service, buyers begin with what they have. The current set of products has a strong impact on shaping future choices. For example, when consumers mull buying a tablet, those already using both an Apple Mac and iPhone are more likely to include an iPad in their consideration set than those with no Apple devices at all. They’re also more likely to have an ongoing connection with Apple, even if it’s limited to periodic operating system updates. Similarly, those with any single Apple device are more likely than non-users to at least consider an additional Apple device. Of course, this isn’t automatically true, since in some cases in can backfire if users are having bad experiences with the product, brand, or in this case, the OS ecosystem.

The largest group based on combinations of Apple devices – those who are only using an iPhone, and not an iPhone or iPad. This group has been largest since 2014. Those who have added an iPad to go along with their iPhone have brought this 2-Apple-device combination to be the 2nd-largest. Perhaps surprisingly, the 3rd-largest Apple-device combination is the set of users who have all three. Although this Apple-intense group only represents 8% of all connected adults, it’s grown from being 4% only one year prior.metafacts-td1609-apple-combo-penetration-2016-10-25-1157

Into the [main] stream
With Apple’s move into the majority, will it be harder for Apple to be perceived as elite, special, and “different”?

Even in the 1980’s when I was researching markets for Apple, the company was different and special. From its beginning, Apple appealed to and reached a small share of the market. There have always been certain segments of the market where Apple has dominated at least some of the time, such as among creatives in graphics, marketing, and education.

We are conducting additional analysis of technology users by their employment role and industry, to see where other TUP results point to strongthening or weakening Apple adoption through buyer’s purchase intentions, refresh rates for PCs (Macs), Smartphones, and Tablets, socioeconomic factors, and many other factors.

Looking ahead
We expect Apple’s expansion to continue, although not with as high growth rates as in the past. In the tablet business, Microsoft’s Surface has made recent inroads, such that 12% of connected adults are using a Windows Tablet. Google Android Tablets are also a strong force, being actively used by 17%.

With the recent refresh of the MacBook line, Apple stands to continue its broadening penetration. The foremost  buyers will come from within the ranks of current MacBook and Apple desktops users. We expect a smaller percentage of buyers to come from the ranks of current Windows Notebook users. Stronger yes will be those users with at least one Mac, iPad, or iPhone.

This trope can finally be truthfully said: these segments are Apple’s low-hanging fruit.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

The TUP 2016 Devices Chapter details device combinations, as well as device primacy, OS Ecosystems, brand footprint, and other key analysis points.

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Filed under Market Research, Market Segmentation, Market Sizing, Notebooks, Operating systems, Smartphones, Tablets, Technology adoption, TUP 2016, TUPdate

What Size Companies Use Apple Macs? (MetaFAQs)

Employers have bought their employees Apple Macs for years. However, historically, these were few and far between, and mostly found in the hands of graphic artists and marketing departments.

Is Apple’s PC share higher among employees in smaller or large companies?

Among employees in smaller and medium-size companies, Apple’s share is twice that of employees in large companies.metafacts-metafaqs-mq0068-2016-10-22_17-07-21

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

Only 1 in 11 Primary Work PCs are Apple for employees in organizations with 1,000 or more employees. For employees in companies with less than 100 employees, 1 in 5 uses a Mac. Among only notebook PCs, Apple has a substantially higher share, similarly stronger in smaller than larger companies.

The move to mobility has favored Apple in recent years, as Apple’s advanced notebooks have gained broader acceptance among employers.

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 the most information about Hearables users is the TUP 2016 Devices Chapter. Other TUP chapters detail iPhones, iPads, 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 Desktops, Graphics and Image, Market Research, Notebooks, Operating systems, TUP 2016