Tag Archives: Activities

Who Are The Tablet-First Pioneers? [TUPdate]

Will Tablets go mainstream, so much so that they’re the first device consumers reach for? A persistent yet small group of Americans use their Tablet more than a smartphone or PC. Are the rest missing something? Might this edge group grow?

Over the last five years, the share of connected adults using a tablet as their primary device grew and then shrunk.

This is based on results from five years of our TUP/Technology User Profile study, each wave with over 7,500 representative respondents in the US.

In our 2014 wave of TUP, we found that 5.6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2016, the tablet-first rate had grown to 9.3%, or one in 11 online adults. By TUP 2018, this dropped to 7.5%, or nearer to one in 13 online adults.

What other devices do they use?

Tablet-first users may choose to first use their Tablet, yet most have other devices to choose from. Nearly two-thirds of tablet-first users (62%) regularly use a PC, and almost three-fourths (74%) regularly use a Smartphone. They have other mobile devices, such as a Notebook (35%) or Desktop (47%).

Growing Tablet Reliance Among the Stalwart Tablet-First

Most tablet-first users have more devices than their tablet – 94% have 2 or more. Seventy-five percent have 3 or more connected devices they regularly use.

Over the last three years, this number has shrunk somewhat. While in 2016 tablet-first users used an average of 4.3 connected devices, this number has dropped to 3.8.

What are these tablet-first tablets being used for?

Tablet-first users fully enjoy them. 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. Most of the activities so far are more passive than actively creative.

That may seem odd to Apple-watchers, since much of the iPad’s advertising and development has featured the Apple Pencil for drawing and sketching, as well as creative video apps. Samsung has similarly touted their S-Pen for their Galaxy Tabs. It looks like the installed base hasn’t quite caught the creative bug, since these are relatively recent additions and emphases. Or, more likely, it’s harder to inspire the less-creative to start creating than it is to attract creative types.

Looking ahead

I don’t expect the tablet-first segment to grow beyond being a small group. Size is a key dimension affecting the future of tablets. As smartphones get larger, tablets will continue to be affected. The largest smartphones are encroaching on the size of the smallest tablets. Also, as companies such as Apple position tablets as computers, and those like HP and Dell create 2-in-1 and convertible designs, there’s likely to be further user confusion.

Tablet-first users are functioning well with a broad collection of devices, so it seems unlikely that one single device will capture their hearts and fingers.

About this TUPdate

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 specific wave spanned the US, UK, Germany, India, and China. In the TUP survey, we identified the connected devices being actively used, from those acquired with home/personal funds to those that are owned by employers, schools, or others. From these, we selected adults who are using at least one home PC.

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Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Entertainment, Shopping

How central and vital are home PCs? [TUPdate]

Home PCs users are very active, yet they don’t only stay at home on their computers. They use a wide variety of other connected devices. The majority of home PC users (82% to 95%) also use a mobile phone. Of these, smartphones dominate. It may some surprise those steeped in technology that basic cell phones/feature phones persist in the hands of many – from 9% to 28% of home PC users.

These findings are based on results from our TUP/Technology User Profile 2018 survey, including 11,294 online adult home PC users.

Active home users

Home PC users spend more time with their home PCs than with other devices. In China, smartphone use us nearly at parity. Among home PC users in China, weekly hours using a PC are 33.2, only slightly more than the 32.5-hour average for smartphone use. By contrast, in the UK and Germany, home PC users spend nearly the same amount of time with their home PCs as do users in the other countries surveyed. However, in these countries, users spend far fewer hours with their smartphones. Across all countries surveyed, Tablets are a distant third place, being used for a third to a quarter as many hours as home PCs.

Looking ahead

I expect home PCs to continue as a solid staple among the majority of consumers. Although an increasing number of users are relying on their mobile phones for a growing range of regular activities, users prefer home PCs over smartphones or tablets for certain activities. Both thoughtful shopping and movie watching are helped with the clearer and larger images on bigger screens, such as those attached to traditional home desktops or integrated with all-in-one designs.

The biggest threat to home PCs usage is user’s willingness to shift their activities from one device type or ecosystem to another. Users are showing their growing acceptance of and demand for cross-platform applications while still expressing their incessant demands for convenience and simplicity. As users continue to increase their literacy and comfort with multiple ecosystems, and developers continue to streamline the multi-device/multi-OS experience, users will continue to follow the enticing cookies of compatibility through the forest of interoperability and may yet give up on their home PCs. Meanwhile, user inertia and habit are the greatest friends of the home PC.

About this TUPdate

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 specific wave spanned the US, UK, Germany, India, and China. In the TUP survey, we identified the connected devices being actively used, from those acquired with home/personal funds to those that are owned by employers, schools, or others. From these, we selected adults who are using at least one home PC.

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Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Basic cell phones, Consumer research, Desktops, Entertainment, Market Research, Mobile Phones, Multiple Devices, Notebooks, Shopping, Tablets, TUP 2018, TUPdate

Which Activities Span Many Devices? (TUPdate)

So many of us have done it – started doing with our smartphone or tablet what we only formerly did with our PC. Are some activities so addictive or prevalent that people do them across their many devices? Based on our latest research, the answer is yes, and especially so for certain activities.

Nearly one-fourth (24%) of online adults around the world tap into their social networks on 4 connected devices, from among the many PCs, smartphones, and tablets they use.

This is based on the TUP/Technology User Profile 2018-Global survey, spanning 14,273 online adults across the US, UK, Germany, China, and India.

By contrast, certain activities are limited – being used more often on only one device. Making voice/video/web calls is mostly done on a single device, at 44% of online adults. Around one in three online adults also primarily use one device for the following types of activities: managing finances, photos, create/share videos, purchases, and reading.

What encourages or limits users to focus certain activities on fewer devices? Convenience and capability are key factors. Although desktop PCs can and do have webcams for video calls, they are less mobile and therefore less convenient than smartphones or tablets for unplanned calls or conferences. The same can be said for taking spontaneous photos or videos using cameras in ever-handy smartphones and tablets. Screen size and setting also have an impact. Comparison shopping benefits from the larger screens of PCs and tablets. Reading a book can be more enjoyable while sitting back with a tablet than sitting upright at a desktop PC.

The capability and preference gap

There is a perennial gap between what’s possible with a device and what people choose to do. For example, we still find few who regularly take photos with their tablets. In this specific case, social pressure has some impact as larger devices may block other’s views or at the least be less discreet.

Platforms from Facebook to Amazon and Spotify do their best to be widely present and highly available. Native apps typically offer a more stable, richer, and device-appropriate experience, further encouraging users to use them across their multiple devices. Meanwhile, device-makers continue to expand the capabilities of their devices to better accommodate and anticipate user demand.

Looking ahead

Our research shows that as users gain experience with tech products, they broaden their activities and simultaneously expand their use across the devices they regularly use. I expect users to continue demanding to do whatever they want with whatever device they have.

About this TUPdate
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 specific wave spanned the US, UK, Germany, India, and China. In the TUP survey, we identified the connected devices being actively used, from desktop tower PCs, to all-in-one, notebook, and convertible PC form factors, to tablets, smartphones and basic feature phones. For the four devices used most often, we asked respondents to choose from among 71 activities that they do most regularly with each device.

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Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Behaviors and Activities, Communication, Consumer research, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns, Video calling

Streaming Subscriptions – the Age Cliff for Music (TUPdate)

Streaming subscriptions are popular, with 69% of online adults actively using at least one type of free or paid digital media subscription. Penetration is highest among younger than older American adults. Nearly nine in ten online adults in the US aged 18-34 use a digital media subscription. This is based on results from the 2018 wave of MetaFacts TUP/Technology User Profile, based on 7,886 respondents in the US, and 12,680 respondents across the US, UK, Germany, and India.

The majority of subscribers have a paid subscription – 85% of all online adults. Only a small percentage of users limit themselves to only free subscriptions, and that’s true across all age groups.

Paid streaming music has a lower overall penetration at 28% of online adults. There is a usage cliff after age 44, with penetration being much stronger among younger than older adults. Less than one in five adults age 45 to 54 use a paid media music subscription, and that rate is even lower among the age 55-64 (12%), and 65 or older (8% of online males and 6% of online females).

For streaming video, NetFlix is the long-established leader with the highest penetration. While adoption of the 1-screen plan is stronger than the 2-screen or 4-screen plan in the US and India, in the UK and Germany each plan has comparable use. Amazon’s Prime Video offering, although relatively more recent, has reached half the share of NetFlix in the US and UK, two-thirds in India, and near-parity in Germany.

Family plans have gained widespread use. Nearly half of US online household with 4 or more persons are actively using a paid family streaming plan from one of the major services: NetFlix, Apple, Spotify, or Deezer.

Comparing over-the-top (OTT) digital media subscriptions to traditional TV subscriptions, in the US, UK, and India, active OTT use surpasses the use of cable, satellite, or phone cable TV subscriptions. DVD rental, while diminished, is still a regular practice among nearly a fifth of online Americans, and 10% of online adults in India.

Looking ahead

When it comes to fun, art, and entertainment, there’s room for many outlets. Although many creators work hard to exclusively own, control and entice viewers and listeners, consumers are free to change their minds and they often do.

Consequently, I expect the majority of consumers to continue expanding their subscriptions, both in the number they use and the range of type of media they subscribe to. However, as content providers continue to jockey for position, joining and then leaving various services, consumers will continue to churn between services. Similarly, as existing providers continue to experiment with varied packages – from family and student to single and multi-screen – consumers will join in the experiments, with many switching and swapping between services. In other words, for years to come I expect two opposing forces. Consumers will pay for more than they use, primarily for the convenience of enjoyment when they want it. Also, consumers will continue with their subscriptions through inertia and confusion, without remembering which content is enabled through which subscription.

Although subscription fatigue may be growing in awareness, habit consumption will prevail over a reasoned review of subscriptions.

About this TUPdate
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 specific wave spanned the US, UK, Germany, India, and China.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Demographics & Econographics, Entertainment, TUP 2018, TUPdate

Device Jugglers Stretch Certain Multi-Platform Activities (TUPdate)

Consider the device juggler – emailing with a PC, next a smartphone, and then with a tablet or different PC. Do they seem more talented or rare than most of us? Our research shows they are not that unique. Ninety-six percent of those with 2 or more connected devices do at least one type of personal activity across multiple devices. However, the range of multi-platform activities is so broad and unique to the individual user that no single type of activity is cross-platform for the majority. This defines demand for smoother user experiences.

Based on the 2018 wave of the TUP/Technology User Profile survey, we find that 89% of online adults with 3 or more devices do at least one personal activities across 3 or more of their devices, and 83% of 4+ device users also do.

However, none of the type of activities are being used by more than one-sixth (17%) of those with 4 or more devices. And, the top multi-platform activity across multiple countries is obtaining free apps.

The top five multi-platform activities for those using 4 or more devices are similar in or more devices.

Multi-device users in China and India have the highest level of multi-platform activities, with several exceeding 10% of 4+ device users doing the activity across their 4 or more devices. These involve free apps, social media, and music or email. For multi-device Americans, multi-device game playing ranks highest. In the UK and Germany, multi-platform personal email ranks highest, although in these countries the multi-device rate is lower than in the US, India, or China.

Looking ahead

Technology users have proven that they can and will juggle multiple devices. Currently, the market is spotty, and for multiple reasons. Most multi-device users have devices which use different operating systems. This not only limits which apps are available or identical across platforms, but also means the user’s experience often requires adjustment or learning on their part.

Users continue to experiment with using more and then fewer devices. Most haven’t found a single device for all they do, and they aren’t likely to anytime soon. Furthermore, with experience, users discover more ways to use what they have and further integrate device use into their everyday lives. This underscores the growing demand and market readiness for a smoother, more integrated multi-device experience.

About this TUPdate

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 specific wave spanned the US, UK, Germany, India, and China, and this TUPdate focused on the U.S. From the installed base we focused in on online adults and how many hours they use a Smartphone, PC, or Tablet.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Communication, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Market Research, Multiple Devices, Notebooks, Personal and Productivity, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns