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.
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.
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.
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.
Getting things done. Isn’t it one of the main explanations we offer when we’re buying our tech devices?
While much of actual tech device usage is about entertainment, communication, and shopping, productivity has its solid place in everyday use.
Whether using a PC, Smartphone, Tablet, or some combination, the majority of connected adults turn to their devices for everything from scheduling appointments to calling on a voice assistant. Based on our Technology User Profile 2017 US survey wave, 88% of Connected Adults regularly use one of their connected devices for any of a range of productivity activities.
Mobility is the Key to Productivity Activities
Having one’s device handy is key for the productivity-oriented. The majority of productivity activities are regularly done using a mobile device – a Notebook, Tablet, or Mobile Phone. This focus on mobility has remained relatively constant over the last few years, representing over two-thirds of the primary productivity devices.
PCs as Dominant Device Type for Productivity
Americans use a PC of some kind for most of their productivity activities. This majority position has withered over the last two years, declining slightly from 54% and 55% of adults to the 51% mark in 2017.
During that same time period, more adults have made the switch from Basic cell phones to Smartphones. This has helped Mobile Phones to increase their share as the favored productivity device, rising to second-place with 41% of adults.
Smartphone surpass Desktops as preference for productivity
Diving more deeply into the TUP data, and looking at connected devices in a more detailed view, Smartphones emerge as the major productivity device. Even looking at Desktops versus Smartphones by combining Tower Desktops with All-in-One Desktops, the year 2017 marks the first time that Smartphones outnumber Desktops as the preferred Productivity device. In 2016, TUP showed that 37% of the primary productivity devices are Desktops to 34% for Smartphones. In 2017, this shifted to 33% Desktops and 39% Smartphones.
Voice Assistants, such as Apple’s Siri, are one of the major productivity activities which have grown in usage, especially on Smartphones. For those users who primarily use a Smartphone for most of their productivity, 57% use a Voice Assistant at least monthly, a level which is 44% higher than the national average. They’re also 30% or more higher than average to be using their Smartphone to manage tasks/to-do items, their personal or work calendar, store their contacts, and to save and play voice memos.
Notebooks, on the other hand, are making a gradual retreat as the productivity device of choice. These still stand out, however, for being above average for certain activities among those who favor their notebooks for productivity. Several productivity activities which are done on notebooks at 25% or more above average: collaborating on work or personal files, finances/accounting, write/manage text/notes/documents, download/use/update anti-virus/security software, and ad blocking software. Yes, the productivity-oriented are more likely than average to block ads and get back to work.
For productivity-primary desktop PCs, however, only two productivity activities stand out above average in their regular use: download/use/update anti-virus/security software, and ad blocking software. Although these two activities do reduce interruptions, they aren’t particularly productive. This indicates that Desktops are likely to continue their slide from primacy for productivity. They’ll either be consigned to other types of activities, or be overtaken by notebooks or tablets.
Although habits change slowly, they do change. Even as users move between multiple devices, it takes time for them to migrate their behaviors from one way of doing things to another. Apps that have versions that support platforms can ease the user’s migration between devices. By simultaneously supporting multiple platforms, app makes can also make it easier for users to get things done among their own collection of devices, further supporting user’s own choices.
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 survey, from 2015 through 2017, its 35th consecutive wave. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.
Which is more fun – the one-trick-pony device that does one fun thing well, or the device you can use for many types of entertainment?
In India, the most-preferred connected device for fun is a Smartphone or Basic feature phone. Connected adults in India find more ways than those in other countries to entertain themselves with their Mobile Phones. Their breadth of entertainment activities is greater than with their PCs or Tablets.
This is based on our most recent wave of research – the MetaFacts TUP/Technology User Profile 2017 edition.
Unlike Connected Adults around the world in other countries, in India, Smartphones are used for a unique set of Entertainment Activities.
Well more than half of India’s Connected Adults use their Smartphones for music and movies. Watching videos/movies and listening to music on one’s Smartphone are regular activities at more than a third higher share of Connected Adults.
In contrast, when Germans use their connected devices for Entertainment Activities, they prefer their PCs. And when they use their PCs for Entertainment, most Germans use a PC to play a game (39% of Connected Adults), Hobbies (38%), and to watch videos/movies (37%). Very practical, those Germans, to use the larger screens of PCs.
Tablets have yet to make their way as being the most-entertaining connected device. Although Tablets are growing in regular use throughout the world, only in the U.S. and U.K. do they account for more than one-tenth of the preferred entertainment device.
Entertainment continues to remain one of the reasons why people use connected devices. As both wired and wireless networks continue to expand their speed, this has made for more enjoyable experiences, especially for bandwidth-hogging activities such as watching movies or television. Similarly, as wireless carriers such as T-Mobile in the U.S. have removed or reduced data caps, this has reduced barriers for many customers. Consequently, these types of entertainment activities have reached a broader swath of consumers. Consumers continue to be the leading innovators in finding ways to get to the content they want, meaning they’ll consider moving beyond the devices they’re using today.
This MetaFAQ is based on TUP 2017 WW table 580 ACT_ENTxCOUNTRY – Entertainment Activities by Country. This is based on our most recent research among 13,572 US adults as part of the TUP/Technology User Profile (TUP) 2017 survey.
This MetaFAQs research result addresses one of the many questions profiling active technology users.
Many other related research answers are part of the TUP service, available to paid subscribers. The TUP Lenses with the most information about Notebook/Laptop PC use by country are the TUP PC Lens, TUP Devices Lens, and TUP User Profile Lens.
These MetaFAQs are brought to you by MetaFacts, based on research results from their most-recent wave of TUP/Technology User Profile. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Online and offline seniors – hidden in plain sight
The number of actively connected seniors continues to rise, even while their connection rate has stalled. Also, seniors are very active with their connected devices, from PCs to Tablets and Smartphones.
There are more American seniors online than ever before. This is primarily due to two factors – rapid mobile phone adoption and the growing number of seniors in the U.S. Population. Based on our Technology User Profile (TUP) 2017 survey, nearly 44 million adults age 62 and older actively using a PC, Tablet, Mobile Phone, or Game Console to connect to the Internet.
A market segment often overlooked or derided by the tech industry, seniors have been increasingly embracing technology, weaving it into the fabric of their lives.
Mobile phones are hot among older adults, especially Smartphones. Tablet and Smartphone usage has soared among Americans age 62 and above, rising 49% and 47% per year, respectively, between 2013 to 2017. In 2013, the number of active Tablet users age 62 and over was under 4 million, and in 2017 that number is 19.1 million seniors. Similarly, Smartphone use has grown from less than 6 million adults age 62 and over in 2013 to 26.8 million in 2017.
Notebook PC use has also grown, while overall PC use has remained essentially flat. Mobile PC use has grown 20.4% per year from 2013 to 2017. Use of at least one PC has increased 1.8% per year from 2013 to 2017.
Getting connected has outpaced population growth. Only a small part of these growth rates is due to the growing population of seniors. The US Census projected that the number of Americans age 65 and above grew 3.3% per year from 2013 to 2016. During this same period, the number of Connected Adults age 65 and above grew 5.6% per year. The current number of 43.4 million adults regularly using an Internet-connected PC, Tablet, Mobile Phone, or Game Console is up from 35.7 million in 2013. In other words, one in five (20%) Connected Adults in the US are age 62 and above.
The rapid growth of Smartphone use among seniors is due in part to the many of these adults who have given up their old data-free basic cell phones. However, that’s not the entire story. Overall mobile phone adoption has grown. Between 2013 to 2017, mobile phones are in the hands of 20.5 million more adults age 62 or above.
Not to be underestimated
Seniors are big tech spenders. The average annual household technology spending by adults 62 and older is $6.6k. Among slightly older adults 65 and older, the average is slightly less at $6.5k per year for all technology devices and services. Like their younger counterparts, the majority of tech spending by older adults is for services, from cable TV and smartphone service to Internet connections.
More than healthcare
Often seniors are overlooked with the uninformed belief that they are not active with their connected devices, or only focused on healthcare. Although not as active as younger connected adults, seniors are busy with their connected devices.
More than 50% of connected adults age 62 and older around the world use their primary connected device for nearly every type of activity: from Communication, Shopping, Information & Search, and Personal/Productivity, to Entertainment. One reason that seniors may be thought to be less active is their relatively lower presence on Social Networks, making them less visible. This is based on our Technology User Profile 2017 survey across five countries (US, Germany, India, UK, and China). In China and India, connected seniors 62 and older.
Searching online for healthcare information is a major activity for half of seniors using their primary connected device, although it’s the fifth-ranked activity. Even more widespread are activities such as shopping, staying in touch, on top of finances, and current events.
I expect connected seniors to continue to expand their use of their technology, while unconnected seniors will remain unconnected. Those already connected will follow the path of younger adults and these senior’s younger selves, finding evermore ways to enjoy and utilize each type of technology they’ve adopted. Among unconnected seniors, the flattened connection rates isn’t likely to spike soon with the current approaches. Although many organizations from retailers to hospitals are nearly demanding that all their clients all interact online, force isn’t working. Unconnected adults are not being served, or organizations are needing to rely on connecting through traditional methods: postal mail, landline phones, and personal visits. Senior non-users are unlikely to respond to the benefits that attracted younger adults online in the first place. Instead, new approaches are needed.
In the meantime, don’t be surprised to see more active seniors toting Smartphones and Tablets.
The information in this TUPdate is based on the most recent wave of Technology User Profile (TUP) – the TUP 2017 wave into the US, UK, Germany, India, and China. Current TUP subscribers can tap into these and additional similar results about seniors and younger adults. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.