Extensive information about the internet and the ways people use it is available in TUP – Technology User Profile.
Not all access to the Internet is equal and consumers know it – voting with their fingers. In today’s multi-platform age, computers are not the only way online, and email may be losing ground as the king of activities. Are fun, compelling, and emerging technologies making PCs a thing of the past? Is social networking replacing snailish email?
Below are a few examples of questions addressed in TUP related to internet use. 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 a comprehensive source to answer the following questions, as well as many others.
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- Most-mobile customers – where do they go and what do they do?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- Which market segments are dating online? What else do they frequently do online?
- 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? Are smartphones or netbooks changing this?
- How many and which segments are watching and renting movies on which platforms?
- 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?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- How has the division of work vs. personal use of technology products continued to blur?
- Which segments are utilizing cloud storage or sharing services? For which activities?
- To what extent does game-playing drive online usage specifically and tech usage overall?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
- What about the unemployed? Are they more or are they less tech-focused?
- Who is using mobile payments?
- Who is videoconferencing, and using which platform?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- What is the impact on privacy concerns on use of social networking?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- How much have PC users integrated PCs into their personal lives?
- What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
- How many screens do people view? Which market segments view more screens than other segments?
- How prominent is printing images from mobile phones? How about from tablets?
- Which market segments are blogging? How do they compare to social networkers?
- Which segments are using which tech devices & carriers? For which activities?
- Is the smartphone killing PC shopping?
- 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?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments and usage profiles?
- How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
- 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 is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- How many seniors are online? How is their behavior different than younger online users?
- Who spends the most hours online?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
- How does PC and online usage vary across segments such as workplace company size or industry?
- 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?
- How are users communicating, given all their communication options?
- Which segments have recently paid for a downloaded mobile phone app?
- Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
- Who are the people who shop for technology products on the web, but purchase at a local retail outlet?
- Online shoppers – are they everyone, or unique?
- How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- What types and combinations of consumer electronics are homes using?
- 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?
- Is social networking only for certain age groups?
- Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- 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 buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- Tracfone for oldsters? Who has the oldest segment by carrier?
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.
The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.