Category Archives: TUPdate

The Gift of a Home PC (TUPdate)

The Gift of a Home PC – A TUPdate by Dan Ness, November 3, 2017

Many Home PCs arrive wrapped with a bow, having been a gift from some well-meaning friend or family member. In our most recent wave of Technology User Profile (TUP 2017 US), we found that 11% of recently acquired (2016 or 2017) Home PCs were acquired as a gift.td1711 included with gift home PC 2017-11-03_12-27-49

Many of the gift Home PCs came with more than wrapping and a bow, with a higher-than-average share bundled with a scanner, monitor/display, and printer. It stands to reason that these generous donors are including their used scanners, monitors, and printers.

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Filed under Consumer research, Desktops, Market Research, Notebooks, Tablets, TUP 2017, TUPdate, Usage Patterns

Clouds Forming (TUPdate)

Clouds Forming – A TUPdate by Dan Ness, April 13, 2017

The terms “free” and “unlimited” continue to entice consumers and employees alike, in offers of faster bandwidth to larger data storage. The promise of enormous, convenient, and always-available storage space is helping Google, Apple, and Microsoft attract and retain customers within their fold. It’s also helping Amazon and the many other dedicated Cloud Storage/Sharing services, even while many offerings may be risking consumer and corporate security and privacy.

Cloud Storage and Sharing services have tapped into core needs, reaching a high share of American adult consumers and employees. We Americans like our stuff, and we love convenience. As surely as we pile clutter into garages and self-storage facilities, we accumulate countless zettabytes of images, music, movies, pre-binged TV episodes, documents, among other files. We also want to know our stuff is safe and can be easily retrieved whenever and wherever we want it. Continue reading

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Filed under Cloud Storage, Market Research, Mobile Phones, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate, Usage Patterns

Technology Spending – Beyond Owned Gadgets

Technology Spending – Beyond Owned Gadgets – A MetaFacts TUPdate by Dan Ness, March 30, 2017

Tech spending – it’s mostly driven by living in the moment, through month-to-month subscriptions and on-demand content. Spending on tech devices, while substantial, is only a fraction of annual household spending. Also, the biggest spenders are few in number.

During the full year of 2015, 90% of household technology spending was for services and 10% for devices. Total household tech spending averaged $7.9 thousand for the year. Most of this spending was concentrated among the top 25% of spenders. In 2015, the Top Quartile of adults spent $23.6 thousand on average for technology services and devices.

For these biggest tech spenders, services make up 93% of the technology spend. This is in contrast to the Bottom Quartile of spenders, whose spending is more equally balanced, with 63.6% going for services and 36.4% for devices.

After users have acquired their tech devices, bigger spenders add more technology services, and the services they use cost more than those chosen by lesser spenders. The Bottom Quartile of tech spenders are more likely to use fewer services and rely on fewer or unpaid connections, whether in libraries, cybercafés, or workplaces. Also, users in the Bottom Quartile are more likely to actively use Refurbished devices than bigger spenders. Continue reading

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Filed under Consumer research, Desktops, Households, Market Research, Market Sizing, Notebooks, Smartphones, TUP 2016, TUPdate

Every Step You Take – Smartphone Step-Trackers (TUPdate)

Every Step You Take – Smartphone Step-Trackers – a TUPdate by Dan Ness, March 24, 2017

Baby steps count, as long as they’re in the right direction.  Digital health promises positive outcomes for a wide range of people. However, like gym memberships and home treadmills, they don’t do much unless people use them. A first step for many is to use what’s handy. Most Smartphones can track a user’s steps, and many are being used for that purpose, although use isn’t as widespread as Fitness Trackers or Smartwatches.

Phone Home or Walk Home?

Using one’s Smartphone to track steps is a regular activity for 25 million, or 1 in 9, US adults. There are other ways to track one’s health. Electronics activity trackers, such as the FitBit, are being actively used by 39.6 million, or 18% of US adults.
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Filed under Demographics & Econographics, Fitness Trackers, Market Research, Personal and Productivity, Smartphones, Smartwatches, TUP 2016, TUPdate, Usage Patterns

How Do (They) Love Thee? Follow Their Brand Footprints

How Do (They) Love Thee? Follow Their Brand Footprints – a TUPdate by Dan Ness, March 17, 2017

“How Do I Love Thee? Let me count the ways.” So begins the 43rd of Elizabeth Browning’s Sonnets from the Portuguese. After more than 160 years, this poetry still inspires.
This classic poem seems fitting for a research-based understanding of customer loyalty and, well, mutual loyalty and love. One might hope that love and loyalty would flow in both directions – between customers and company – and in turn would result in more delighted customers, better products and services, and more customers actively using more of a brand’s offerings. In addition to brand footprint measures such as market size and intensity, MetaFacts measures the shape, loyalty, and quality of technology users.

Apple’s Intensity Up and To the Right

Apple’s customers now rank highest in average number of Apple devices, an elemental measure of brand footprint, reflecting in part the intensity of customer’s involvement. When customers use more than one of a brand’s offerings, it reflects the value customers see and their depth of customer loyalty. Based on our most recent wave of Technology User Profile (TUP), Apple’s customers are actively using an average of 2.18 devices, spanning Macs, iPhones, iPads, an Apple TV box, Apple Watch, or some combination. Only one year earlier, our TUP 2015 wave reported that Apple’s device average was effectively on par with the footprint of Microsoft Windows devices.
Between 2014 and 2016, HP and Google Android/Chrome OS devices have seen their customer’s active device averages erode as Apple’s has gained. This is due in part to consumers abandoning older Google Android Tablets. Dell’s average rose slightly in 2015, only to sag slightly by 2016. Continue reading

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Filed under Desktops, Devices, Market Research, Market Sizing, Mobile Phones, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate