Extensive solid information about multi-platform usage shifts–who accesses what technology, and where and how they do it–is available in TUP – Technology User Profile.
As consumers’ options for communication, entertainment, and organization grow, one thing seems to stay the same: change. The more choices that choosy consumers have, the more choices they want, and if they can get it all in one package–even better. But that may not mean that smartphones are replacing PCs–when you can have all the options in one place, certain consumers prefer a few devices to choose between.
Below are a few examples of questions addressed in TUP related to the multi-platform reality. 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, since it provides dynamic data to answer the following key questions, as well as many others.
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- 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?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- How many device screens do people view? Which market segments view more screens than other segments?
- How are users communicating, given all their communication options?
- 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?
- 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 do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- 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 PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture? Who is videoconferencing, and using which platform?
- Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected users?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- 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?
- Which segments are utilizing cloud storage or sharing services? For which activities? What is the tech-owning profile of active gamers? Many consumer electronics entertainment products or focused on gaming? Many computers or few? How does this vary by segment?
- What types and combinations of consumer electronics are homes using?
- Is the smartphone killing PC shopping?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- Who spends the most hours online?
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- How much have PC users integrated PCs into their personal lives?
- To what extent does game-playing drive online usage specifically and tech usage overall?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- Which smartphone OS is leading, and with which market segments?
- Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
- Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
- How much is assisted navigation part of life – and on which platform? Which user segments use which devices or services?
- How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- Which key tech devices are consumers planning to buy? Which segments show the strongest plans and how does this compare to their tech spending?
- Who is using mobile payments?
- How prominent is Home PC renting versus outright purchase?
- 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?
- What is the impact on privacy concerns on use of social networking?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- Which segments are using which tech devices & carriers? For which activities?
- How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- Netbooks – what are true adoption rates, and into which market segments?
- Most-mobile customers – where do they go and what do they do?
- How has the division of work vs. personal use of technology products continued to blur?
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.