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Are we exclusive? An update on ecosystem exclusivity, dominance, and non-exclusivity [TUPdate]

Do customers act on ecosystems, choosing to focus within a brand’s family for their products and services? How many technology users are exclusive, or at least favor one over another?

Only one in eight (12%) of online adults around the world are truly exclusive, using products and services from only one of either Apple, Google, or Microsoft. This is based on the most recent wave of the MetaFacts TUP survey (Technology User Profile 2018), conducted among 14,273 online adults.

Nearly twice as many actively use a balanced mixture of ecosystems. True non-exclusivity is being actively practiced by one-fourth (25%) of online adults. (see the Methodology below for details on the segmentation approach used in this analysis.)

The largest group of users is between exclusivity and non-exclusivity, slightly favoring one ecosystem while still actively using at least one other. Over six in ten (62%) of online adults are in these segments. The Google-Dominant segment is on par with the Apple-Dominant segment, each representing one in five online adults.

Apple’s most-focused are more broadly invested in Apple’s ecosystem than are Google’s or Microsoft’s best. Most of Apple’s strength is supported by their connected devices – iPhones, iPads, and Macs to a lesser extent. The Apple-Exclusive (3% of online adults) use an average of 2.3 connected devices, and among the Apple-Dominant, this average is 2.1 devices. Use of voice assistant Apple Siri is the second-most component among the Apple-Exclusive, and also tied for second place among the Apple-Dominant. The Apple-Dominant are equally active with Microsoft devices, primarily Windows PCs.

The Google-Exclusive (3% of online adults) only use 1.4 Google devices on average, primarily an Android smartphone. Android tablets and Chromebooks aren’t as widely used among the Google-Exclusive as are Apple’s devices among the Apple-Exclusive.

The Microsoft-Exclusive (6% of online adults) show a pattern of entrenchment. Only Microsoft devices are in use besides some nominal use of Microsoft Cortana or Xbox consoles. The Microsoft-Dominant are a bit more exploratory, including a small number of Google devices and some use of Microsoft Cortana.

Profile of the Ecosystem Exclusivity Segments

Each ecosystem has appealed to very different groups of people, especially with respect to life stage. While Apple’s most-exclusive users have a higher share (44%) of younger adults with children, nearly half (48%) of Google’s most-exclusive users are not employed outside the home and don’t have children. This bodes well for Apple’s services and devices that bring extra value to families, such as Apple’s Family Sharing feature, which enables a way to share music, books, cloud storage and other Apple services between multiple users.

The Microsoft-Exclusive segment is singular, with nearly a third (32%) of its members being in a one-person household. The Apple and Google segments are relatively similar to each other, although Google’s have slightly more household members.

Looking ahead

It’s increasingly a multi-device, multi-person world. Sharing between one’s devices and platforms will continue to grow as a user need, as will sharing with others between disparate ecosystems. Although companies may aim for exclusivity, interoperability is more important. It involves the largest part of the market. Exclusive users will remain a small group of loyal fans willing and able to narrow their choices. Although the non-exclusive make up a sizable segment, the future will be with the ecosystem-dominant.

Methodology

For this analysis, we defined ecosystem exclusivity, dominance, and non-exclusivity as follows:

  • Exclusivity – all of the user’s connected devices, items, services, and voice assistants are in the same operating system family
  • Dominant – more of the user’s devices, items, services, and voice assistants use one ecosystem more than others
  • Non-Exclusive – none of the ecosystems is used more than any others

We drew on the TUP data to identify a broad range of offerings within Apple, Google, Microsoft, and Amazon ecosystems.

  • Connected devices – smartphones, tablets, PCs, or game consoles, using Apple iOS, MacOS, Google ChromeOS, Google Android, Google-branded, or Microsoft Windows
  • Services – Music/Video (Apple Music, Prime Video (in Amazon Prime), Prime Music (in Amazon Prime), Amazon Music Unlimited, Google Play Music)
  • Items – TV set-top boxes (Apple TV, Amazon Fire TV, Amazon Fire TV Stick, Google TV/Android TV, Google Nexus Player, Google ChromeCast), speakers (Amazon Echo, Amazon Spot or Dot, Amazon Show, Google Home, Google Max or Mini, Apple HomePod), Game Consoles (Microsoft Xbox One X, Microsoft Xbox One, Microsoft Xbox 360, Microsoft Xbox, Microsoft Other), smartwatches (Apple Watch, Android Watch)
  • Voice assistants – active use of a voice assistant (Apple Siri, Google Assistant, Amazon Alexa, Microsoft Cortana) through a connected device

The segmentation approach was a simple categorization based on the accumulation of the above attributes. Each device, service, item or voice assistant was given an equal weight.

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.

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, Desktops, Game Consoles, Households, Market Research, Market Sizing, Mobile Phones, Multiple Devices, Notebooks, Smart speakers, Smartphones, Smartwatches, Tablets, TUP 2018, TUPdate

Smart speakers more talk than action? Voice assistants across platforms [TUPdate]

Convenience is the surest bet to reach technology consumers. When it comes to voice assistants, it’s important that convenience be handy. It shouldn’t be surprising that consumers first choose what’s familiar and close to hand. More are actively speaking to devices they’ve already had before using smart speakers.

Among American adults, five times as many use a Smartphone than a smart speaker to access a voice assistant. This is based on results from the most recent wave of TUP (Technology User Profile). Nearly half, 46%, of online adults in the US used a Smartphone to access a voice assistant such as Apple Siri. One in five, 20%, used a Tablet. Smart speakers, such as an Amazon Echo or Dot were only being used by one in eleven, 9%, of online US adults.

Among those using a Smartphone to reach their voice assistant, the median household spending for technology devices and services for the full prior year of 2017 is $4,500. By comparison, those using a tablet to reach their voice assistant average $6,750, and those using a smart speaker average $6,560.

At first glance, it may seem compelling that smart speaker users are much bigger spenders. Their median spending for home technology devices and services is double the average online adult. However, tablets are more compelling. Those who use tablets to reach their voice assistants spend a bit more than smart speaker users, at $6,750. More importantly, they are more numerous. In fact, there are more than twice as many, with tablet voice assistant users making up 20% of online adults.

Looking at total spending, Smartphone voice assistant users are putting their money where their mouth is. Although their average spending on technology devices and services is lower than tablet or speaker voice assistant users, there are so many more of them their total spending is higher.

Looking ahead

Consumers are still experimenting with voice assistants, regardless of device. Although smart speakers are getting a lot of attention, it’s worth keeping an eye, and ear, on tablets and smartphones. After all, money talks.

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. Similar results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

 

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Filed under Devices, Market Research, Smart speakers, Smartphones, Tablets, TUP 2018, TUPdate

Voice Assistants-What Users Ask About (MetaFAQs)

As the saying goes, many talk about the weather, yet few do anything about it. Our research doesn’t show if people expect Alexa to have any skills to do anything about the weather. However, it is the main subject users speak with Alexa about. That’s followed by requests about music.

MetaFacts VUP-Voice User Profile-Subjects by System

Meanwhile, web searches are the major subject users speak with their Voice Assistants about. This subject is dominated by Google Assistant, and closely seconded by Microsoft Cortana.

Alexa is ranked #1 in the breadth of subjects actively used, and is primarily used for weather, music, and entertainment. Unsurprisingly, perhaps, Alexa is more-favored for shopping than other systems. What may be surprising is that shopping isn’t Alexa’s top helpful task. Since most connected shopping today is visual, most involves the use of a larger screen device such as a PC or Tablet.

Google Assistant is ranked 2nd for breadth of subjects, mostly utilized for web searches, navigation, and music.

3rd-ranked Apple Siri is used primarily for web searches, weather, and navigation, and is uniquely strong in messaging.

4th-ranked Microsoft Cortana is similarly used for web searches, weather, and music. Like Alexa, it’s slightly stronger than average for scheduling.

This is based on the MetaFacts Voice User Profile survey conducted in February 2018. This subset of the results report on active usage, which is a practical measure to contrast with the potential of what Voice Assistants may or may be able to do.

Observations

The market for Voice Assistants is in a time of flux and rapid development, as each Voice Assistant system touts the breadth of its skills, richness of their vocabulary, accuracy, humor, or other capabilities. Meanwhile, users are experimenting, with some former users having been discouraged by unmet expectations and others only at the start of their adoption.

Related research results

The MetaFacts Voice User Profile includes other related analysis, including:

  • The subjects Voice Assistant users ask about: weather, scheduling, music, entertainment, home automation, and more
  • Which Voice Assistant systems are being actively used, on which platforms, and which segments they are attracting
  •  Which listening devices are being actively used – from Smart Speakers to Smartphones and Headsets
  • Where Voice Assistant users will – and won’t – do their talking: in restaurants, driving, while walking, and many other locations and settings
  • How well – or poorly – users experience their Voice Assistants, and how performance metrics vary by system and listening device
  • How many adults are active Voice Assistant users, how many are former users, and how many have never tried one
  • Reasons given why consumers have never used a Voice Assistant, as well as why former users aren’t currently active users

Source

The information in this MetaFAQ is based on a survey of 525 online adults during February 2018 as part of the MetaFacts Voice User Profile (VUP). The study universe includes active Voice Assistant users, former Voice Assistant users, as well as consumers who have never used a Voice Assistant. Current TUP (Technology User Profile) subscribers can obtain the results of this newest research at a discount. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Information and Search, Market Research, MetaFAQs, Personal and Productivity, Shopping, Voice Assistant

Voice Assistants – now we’re talking! (TUPdate)

Voice Assistants, now we’re talking! – a TUPdate by Dan Ness, January 27, 2017

In the early 1980’s, one of my Apple Macs overheard me on a phone call and startled me by speaking “Wouldn’t you like to know?”. The Mac’s dialog box suggested I had asked “Macintosh, do you have an Easter Egg?” Evidently, I had triggered one of those hidden messages some programmers like to include for fun. That was quite a bit earlier than today’s quirky responses after asking Apple Siri certain questions such as “What does the fox say?” or asking Amazon Alexa “how much is that doggie in the window?”

Beyond answering quirky questions, voice assistants are expected to grow in capabilities and more importantly, to grow in broader market acceptance.

Voice interaction with tech devices is back in vogue again, and technology users are different than they were 20 years ago. At CES 2017, voice assistants got a lot of attention, especially with the many IoT devices announced that used Amazon’s voice assistant Alexa.

How many voice assistant early adopters are there?metafacts-voice-assistant-usage-rates-2017-01-27_15-28-45
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Filed under Consumer research, Forward-Leaning, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate