Category Archives: TUP 2016

Technology User Profile – 2016 Annual Edition

Tablet-First. Is it a thing? (TUPdate)

Tablet-First. Is it a thing? – a TUPdate by Dan Ness, February 17, 2017

Which comes first – Smartphone? Tablet? Notebook? For a small and steadily growing segment, the tablet comes first as the primary connected device.

Over the last three years, the share of connected adults using a tablet as their primary device has expanded. In our 2014 wave of TUP, we found that 6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2015, the Tablet-First rate had grown to 7% and by TUP 2016, reached 9%.MetaFacts-td1702-tablet-first-trend-metafacts-tup-2014-2016-2017-02-16_10-02-19

It’s not as if these Tablet-First users are only using a tablet. Among Tablet-First users, half (50%) use a Smartphone as their secondary device, followed distantly by a Tower Desktop (15%), Basic cell phone (10%), and Notebook PC (9%).

Tablets are also popular as second devices, with 17% of connected adults regularly using one as their secondary device. Half (50%) of these Tablets-Second users have a Smartphone as their primary device, followed by a Tower Desktop (23%), and Notebook PC (15%).

Who are these Tablet-First users?

Older women use a tablet as their primary device at a higher rate than other age/gender groups. Females age 35 and up have a higher Tablet-First rate than any other gender/age group.MetaFacts-td1702-tablet-first-metafacts-tup-2016-us-2017-02-16_09-43-52

Besides age or gender distinctions, Tablet-First users aren’t especially technology early adopters or laggards, nor are they primarily lower socioeconomic groups which might be thought to not be able to afford notebooks or smartphones.

Tablet-First users do skew slightly higher among adults with less-than-average educational attainment, with 23% having a high school education or lower, somewhat higher than the 19% rate among connected adults.

Looking more deeply at how older women use tablets differently from younger women or other men, another pattern stands out. Older women use tablets for a broader range of activities than other age/gender groups. They simply get more out of these devices. This includes any tablet they use – not only the ones used as the primary device.MetaFacts-td1702-tablet-first-most-broadly-active-by-gender-age-2017-02-17_10-45-44

Analyzing the top-third most-broadly-active by number of tablet activities by age and gender groups, females age 45 to 64 stand out. They are 24% higher than the national average than other age/gender groups based on how many activities they regularly do with their tablets. In contrast, males 65+ and 25-34 have the lowest levels of broad usage, indexing at only 75 or lower.

What other devices do they use?

Tablet-First users may choose to primarily use their Tablet, yet most have other devices. Three-fourths of Tablet-First users regularly use a PC, and over three-fourths (77%) regularly use a Smartphone. They have other mobile devices, such as a Notebook (42%) or a Home Notebook (36%). Another 36% have a second PC.MetaFacts-td1702-tablet-first-other-devices-2017-02-16_10-29-09

The clear majority of Tablet-First users have more devices than their tablet – 99% have 2 or more. Eight-five percent have 3 or more connected devices they regularly use.

What are these Tablet-First tablets used for?

The users of Tablets as their primary device are busy with their tablets, checking email, shopping, having fun, and social networking. Over half of adults using a tablet as their primary device regularly use it for a wide range of activities. While checking personal email ranks at the top, shopping is nearly as strong.

What’s notably absent from the list of major activities are more-intensive productivity or graphical activities such as creating presentations. Instead, many of the major activities can be adequately done with a tablet that may or may not have an external keyboard.MetaFacts-td1702-tablet-first-activities-2017-02-16_15-29-21

Whose Tablet is used first more than others?

Apple’s iPad is the undisputed leader among the Tablet-First group, representing 57% of the installed base. The nearest contender is Samsung, with only a 10% share. Although Microsoft may begin to make inroads with their recently revamped Surface line, the current share is only 3%.

Looking ahead

Several aspects stand out from these results. While age-affected eyesight may contribute to older adults preferring devices with larger screens, it’s not as simple as age. So, I don’t expect tablet-makers to rush out to build ever-larger tablets as the population ages. It’s only among females that Tablet-First rates are highest, not among males. Also, when separating genders, rates don’t increase with age. The choice of activities is a big factor, as simple activities from online shopping to game playing and social networking are easily done with a tablet, and each benefit from having a larger screen.

Definitionally, the market is likely to get muddied for regular consumers. As notebook companies continue to innovate with convertible and 2-in-1 designs, the fuller functionality of notebooks is being integrated into devices as mobile as tablets. Furthermore, smartphone makers continue to experiment with larger screens. Also, Apple continues to position its popular iPad as a fully-functional “Super. Computer.” computing device.

For these Tablet-First users, though, who appear to be functioning well with a broad collection of devices, it seems unlikely that one single device will capture their hearts and fingers.

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.

This TUPdate was based on results in the TUP 2016 Chapter – Devices, Section DEV_PRIM/Primary and Secondary Devices from TUP 2014, TUP 2015, and TUP 2016. Also, activity data was selected from Tablet Activities (Rows 670 ACT_TAB).

Related MetaFAQs

The following related MetaFAQs address questions included in this TUPdate.

MetaFAQs Question TUP Reference
mq0005 How prominent is remote printing from tablets? Chapter: G Tablets  Section: G1-TAB/Tablets  Tables: [670 ACT_TABxTAB] Tablet PC Activities
mq0038 Who uses their Smartphone as their primary connected device? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [120 DRxDEV_PRIM] Respondent Demographics
mq0055 How are Tablets used differently than Notebook PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [670 ACT_TABxOV] Tablet PC Activities
mq0059 How many Tablet PCs are used to make phone calls? For video calls? Chapter: G Tablets  Section: G1-TAB/Tablets  Tables: [670 ACT_TABxTAB] Tablet PC Activities
mq0063 Who are the Apple-only users? Chapter: D Devices  Section: D3-DEV_ECO/Device OS Ecosystems  Tables: [120 DRxDEV_ECO] Respondent Demographics
mq0083 How many adults regularly take pictures with their connected devices? Chapter: D Devices  Section: D5-KEY_DEV/Key Devices  Tables: [590 ACT_IMGxKEY_DEV] Graphics/Image Activities
mq0122 How are Smartphones used differently than Tablet PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [700 ACT_SPxOV] Smartphone Activities
mq0126 What is the primary communication device among Tablet owners? Chapter: G Tablets  Section: G1-TAB/Tablets  Tables: [570 ACT_COMMxTAB] Communication Activities
mq0157 How prominent is printing images from tablets? Chapter: G Tablets  Section: G1-TAB/Tablets  Tables: [670 ACT_TABxTAB] Tablet PC Activities
mq0181 How are Smartphones used differently than Tablet PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [670 ACT_TABxOV] Tablet PC Activities
mq0220 Is there an age skew for Apple iPads? Chapter: A User Profile  Section: A4-AGE/Age Ranges  Tables: [250 DEV_KEYxAGE] Key Device Metrics
mq0263 Of those who use a Smartphone as their primary connected device, do they have more Windows, Android, or Apple devices? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [270 DEVxDEV_PRIM] Devices
mq0300 Of those who use a Notebook PC as their primary connected device, do they have more Windows, Android, or Apple devices? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [270 DEVxDEV_PRIM] Devices
mq0304 Is there an age gap between those who communicate primarily with their Smartphones, Tower Desktops, Notebooks, and Tablets? Chapter: L Activities  Section: L3-ACTCOMM/Communications  Tables: [120 DRxACTCOMM] Respondent Demographics
mq0377 What is the most popular combination of connected devices? Chapter: D Devices  Section: D1-COMBO/Device Combinations  Tables: [250 DEV_KEYxCOMBO] Key Device Metrics
mq0378 Of those who use a Smartphone as their primary connected device, what other device have they used for most of their life? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [160 ADOPTxDEV_PRIM] Technology Adoption
mq0379 Of those who use a Smartphone as their primary connected device, what are their 2nd and 3rd devices? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [250 DEV_KEYxDEV_PRIM] Key Device Metrics
mq0397 Can Apple rightly claim to have captured the biggest tech spenders? Chapter: D Devices  Section: D6-KEY_DEV_OS/Key Devices by OS  Tables: [790 SPENDxKEY_DEV_OS] Tech Spending
mq0460 Is there an age or gender skew to connected music listening? Chapter: M Consumer Electronics  Section: MU-MUSIC/Music Players, Services, or Listening  Tables: [120 DRxMUSIC] Respondent Demographics
mq0474 Is there an age skew to TV watching, whether through through any combination of traditionally subscribed services (cable, satellite), over-the-top set-top boxes, or using a Connected Device? Chapter: M Consumer Electronics  Section: MT-TV_DEVACT/TVs, Boxes, or Services, TV or Video Watching  Tables: [120 DRxTV_DEVACT] Respondent Demographics
mq0495 What else do Apple Mac users own more often than the average Connected Adult? Chapter: D Devices  Section: D6-KEY_DEV_OS/Key Devices by OS  Tables: [250 DEV_KEYxKEY_DEV_OS] Key Device Metrics
mq0530 Of those who use a Smartphone as their primary connected device, how many connected devices do they actively use? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [490 UNITSxDEV_PRIM] Units
mq0531 Of those who use a Smartphone as their primary connected device, what are they planning to buy next? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [810 PLANSxDEV_PRIM] Purchase Plans
mq0535 Are the productivity-oriented Smartphone users very different in age from the average Connected Adult? Chapter: L Activities  Section: L8-ACTPROD/Personal/Productivity  Tables: [120 DRxACTPROD] Respondent Demographics
mq0626 Of those who use a Tower Desktop PC as their primary connected device, what are their 2nd and 3rd devices? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [250 DEV_KEYxDEV_PRIM] Key Device Metrics
mq0628 Of those who use a Tower Desktop PC as their primary connected device, how many connected devices do they actively use? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [490 UNITSxDEV_PRIM] Units
mq0629 Of those who use a Notebook PC as their primary connected device, how many connected devices do they actively use? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [490 UNITSxDEV_PRIM] Units
mq0630 Of those who use a Desktop PC as their primary connected device, what are they planning to buy next? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [810 PLANSxDEV_PRIM] Purchase Plans
mq0631 Of those who use a Notebook PC as their primary connected device, what are they planning to buy next? Chapter: D Devices  Section: D2-DEV_PRIM/Primary and Secondary Devices  Tables: [810 PLANSxDEV_PRIM] Purchase Plans
mq0677 How many adults use a Tablet using Apple iOS, Google Android, or Windows? Chapter: D Devices  Section: D6-KEY_DEV_OS/Key Devices by OS  Tables: [250 DEV_KEYxKEY_DEV_OS] Key Device Metrics
mq0663 How many users make video phone calls using their Tablet? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [670 ACT_TABxOV] Tablet PC Activities

 

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Filed under Consumer research, Entertainment, Market Research, MetaFAQs, Shopping, Tablets, TUP 2016, TUPdate

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

Are most hearables being used by young males? (MetaFAQs)

Wireless headsets have been available for more than a decade, and are strongest among two age and gender groups. These hearables-active groups are also have above-average shares of VR Headset early adopters.metafacts-metafaqs-mq0100-120drxhear-2017-02-13_08-31-37

The strongest segments for active hearables use include younger males – age 18-44 and youngish females – age 25-34. Penetration is above one in four among males 25-34 (27%) and among males age 35-44 (26%). Among females, hearables usage peaks among females age 25-34, at 15%.

Looking ahead, we expect these same age & gender groups to continue as the strongest users of hearables, and don’t expect other segments to be as keen on hearables.

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Filed under Communication, Demographics & Econographics, Entertainment, Forward-Leaning, MetaFAQs, Mobile Phones, Smartphones, TUP 2016, Usage Patterns, Video calling

The Most Creative – PCs or Smartphones? (TUPdate)

The Most Creative – PCs or Smartphones? – a TUPdate by Dan Ness, February 9, 2017

Creativity eludes definition, yet we know and admire it when we see or feel it. Well beyond simple clicks, creative activities greatly add to the collective oeuvre while also giving voice to expression.

It might well be argued that creativity is shown in the clever use of hashtags, emojis, or Snapchat video filters. I’m choosing to identify creativity broadly and practically – how the most-creative, most-involved tech activities get done. Activities such as creating presentations and videos require forethought and a blending of skills. Some activities such as taking photographs are now so widely commonplace that the activity spans the professional photographer to the budding amateur. So, for this analysis, I’m considering this a moderately-creative activity.metafacts-td1702-creatives-diagram-2017-02-09_13-27-42

From our most recent TUP (Technology User Profile) survey, I chose six core activities as being more creative than the many other everyday activities we track by device and user.

I drilled down into the TUP data to see what differences there may be by device type – PCs versus Smartphones. When it comes to creative activities, there are differences.

Which devices have the most users doing creative activities?

Creative activities are strongest where the tools are richest. Ask any oil painter if they benefit by having ready canvases, easels, paints, and lighting.

On first glance, mobility could support creativity, by having one’s tools handy. Creative inspirations can be elusive, so if creativity only takes place when the muse visits, then it could follow that convenient mobility matters most of all. Thinking this through more deeply, however, creativity isn’t defined by a few clicks.metafacts-td1702-creatives-by-smartphone-os-metafacts-tupdate-2017-02-08_11-18-35

When focusing on some of the most-creative activities, our TUP data shows that more people create serious content on PCs than on Smartphones. For example, for creation of personal graphics or presentations, 14% of connected adults use a PC, nearly three times the 5% rate who use their Smartphones. Similarly, 14% of connected adults use a PC for work graphics/presentations, more than triple the 4% who use their Smartphones.

Similarly, creating videos for work purposes is done with PC by twice as many adults as those using Smartphones.
Even a broad and highly personal activity category – hobbies – has a higher rate of use on PCs than on Smartphones.
Given that Smartphones have much smaller screens than most notebook PCs or desktops, it may be surprising to some that these highly-graphical creative activities have anywhere near the acceptance levels that they’re enjoying. Screen size doesn’t seem to be the entire explanation, because these creative activities have lower usage rates on Tablets than on either PCs or Smartphones.

I dove deeper into the TUP data to see if some Smartphones are associated with more creative activities than others. A slightly higher share of Apple iPhones than Android Smartphones are used for creative activities, however the difference is not statistically significant. For the most-creative activities, the difference is 2% or less.

Looking ahead

I expect PCs to continue dominating actively creative activities. Even while Smartphones are increasingly taking user’s primary attention, PCs remain primary among the set of devices being actively used. Users continue to juggle many devices, and most users actively navigate a combination which includes at least two of three devices: PCs (Desktops or Notebooks), Smartphones, or Tablets. Ninety-six percent use two or more of these, and 57% actively use three or more, up from 49% one year previously.metafacts-td1702-creatives-multiple-device-types-2017-02-09_11-18-17

I expect pan-device experience and integration to expand, helping mobile devices expand in use for creative activities. User’s abilities will increase with their growing experience working across multiple devices. A growing number of users are increasingly using the cloud to share their own work across their various devices. Furthermore, I expect creativity apps to continue to expand their ability to be used across multiple device types.
The result will be that more people will be able to create whenever and wherever the muse calls.

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.

This TUPdate was based on results in the TUP 2016 Chapter – Devices, Section KEY_DEV_OS/Key Devices OS, Section COMBO/Device Combinations from TUP 2014, TUP 2015, and TUP 2016. Also, activity data was selected from data in PC Activities (Rows 630 ACT_PC), Smartphone Activities (Rows 700 ACT_SP), and Tablet Activities (Rows 670 ACT_TAB).

Related MetaFAQs

Also see these related MetaFAQs, the Frequently Asked Questions address by results from MetaFacts TUP:

MetaFAQ Question Cross-Reference
mq0684 How many creative pros are there, actively creating presentations and graphics? Chapter: L Activities  Section: L5-ACTIMAGE/Graphics/Imaging  Tables: [625 ACT_DEVxACTIMAGE] Device Activities
mq0165 Who are the most-graphical? Chapter: L Activities  Section: L5-ACTIMAGE/Graphics/Imaging  Tables: [120 DRxACTIMAGE] Respondent Demographics
mq0055 How are Tablets used differently than Notebook PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [670 ACT_TABxOV] Tablet PC Activities
mq0056 How are Notebook PCs used differently than Tablets? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [650 ACT_NOTExOV] Notebook PC Activities
mq0536 What is the primary device for personal/productivity activities? Chapter: L Activities  Section: L8-ACTPROD/Personal/Productivity  Tables: [620 ACT_PRODxACTPROD] Personal/Productivity Activities
mq0138 How are Smartphones used differently than Tablet PCs? Chapter: G Tablets  Section: G1-TAB/Tablets  Tables: [700 ACT_SPxTAB] Smartphone Activities
mq0012 What is the profile of the most active in graphics & imaging activities? Chapter: L Activities  Section: L5-ACTIMAGE/Graphics/Imaging  Tables: [120 DRxACTIMAGE] Respondent Demographics
mq0181 How are Smartphones used differently than Tablet PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [670 ACT_TABxOV] Tablet PC Activities
mq0551 How are Notebooks used differently than Desktop PCs? Chapter: A User Profile  Section: A1-OV/Overview  Tables: [650 ACT_NOTExOV] Notebook PC Activities
mq0377 What is the most popular combination of connected devices? Chapter: D Devices  Section: D1-COMBO/Device Combinations  Tables: [250 DEV_KEYxCOMBO] Key Device Metrics
mq0574 Which device is used for the most productivity & personal activities? Chapter: D Devices  Section: D1-COMBO/Device Combinations  Tables: [620 ACT_PRODxCOMBO] Personal/Productivity Activities
mq0655 What is the next device planned among those who own certain combinations of devices? Chapter: D Devices  Section: D1-COMBO/Device Combinations  Tables: [810 PLANSxCOMBO] Purchase Plans
mq0656 Which device is used for the most cloud storage and sharing activities? Chapter: D Devices  Section: D1-COMBO/Device Combinations  Tables: [610 ACT_CLOUDxCOMBO] Cloud Storage/Sharing Activities

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Is there an age skew for using VR Headsets? (MetaFAQs)

Is there an age skew for using VR Headsets?

metafacts-metafaqs-mq0047-480-cexage-2017-02-02_11-00-09Virtual reality hasn’t reached market reality, despite decades of experimentation and overhyped false starts. Recent investment has brought renewed attention, hope, and development to the prospects of widespread VR use. Based on our TUP 2016 US survey, only 2% of connected adults are actively using a VR headset, such as the Oculus Rift or Samsung Gear VR. This modest acceptance rate is only part of the research finding, though, as there is more that can be learned from the early adopters.

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Filed under Entertainment, Graphics and Image, Market Research, MetaFAQs, Smartphones, TUP 2016