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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

The Most Creative – PCs or Smartphones? (TUPdate)

The Most Creative – PCs or Smartphones? – a TUPdate by Dan Ness, February 9, 2017

Creativity eludes definition, yet we know and admire it when we see or feel it. Well beyond simple clicks, creative activities greatly add to the collective oeuvre while also giving voice to expression.

It might well be argued that creativity is shown in the clever use of hashtags, emojis, or Snapchat video filters. I’m choosing to identify creativity broadly and practically – how the most-creative, most-involved tech activities get done. Activities such as creating presentations and videos require forethought and a blending of skills. Some activities such as taking photographs are now so widely commonplace that the activity spans the professional photographer to the budding amateur. So, for this analysis, I’m considering this a moderately-creative activity.metafacts-td1702-creatives-diagram-2017-02-09_13-27-42

From our most recent TUP (Technology User Profile) survey, I chose six core activities as being more creative than the many other everyday activities we track by device and user.

I drilled down into the TUP data to see what differences there may be by device type – PCs versus Smartphones. When it comes to creative activities, there are differences.

Which devices have the most users doing creative activities?

Creative activities are strongest where the tools are richest. Ask any oil painter if they benefit by having ready canvases, easels, paints, and lighting. Continue reading

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Filed under Desktops, Graphics and Image, Mobile Phones, Multiple Devices, Notebooks, Smartphones, Tablets, TUP 2016, TUPdate

Are Smartphones really for fun, not communicating?

Are Smartphones really for fun, not communicating?

A MetaFacts TUPdate by Dan Ness, Principal Analyst

Are Smartphone subscribers more about fun than communication? Is entertainment that much stronger for Smartphone subscribers than for users of Basic Mobile Phones? Is the lack of a boss key because mobile phone users feel freer to have fun with their handsets than their PCs?

For Smartphone users, it’s not only playing games like Angry Birds that is widespread. Activities such as listening to music, watching movies, and checking sports and weather also are prevalent.

These fun activities are much more popular on Smartphones than on Basic Mobile Phones. For most key entertainment activities, more than three times the rate of Smartphone users find ways to play than the percentage of Basic Mobile Phone users.

Entertainment Activities by Mobile Phone Type-MetaFacts

Playing Games and Listening to Music are activities for more than half of Smartphone users, and for only one-fifth or less of Basic Mobile Phone users.

High-end app developers may be amazed that any Basic Mobile Phone users find ways to use their simpler phones to have any fun at all. That might be considered a glass half-full view, with the prospect that someone eager enough to struggle with the limited games and web access on most Basic Mobile Phones may be a great candidate to switch to a smartphone. The half-empty types may see this as a reality that for many consumers, good enough is good enough. They may be satisfied with simple games for casual play, and may be less prone to upgrade their platform. In either case, this highlights that app developers, handset makers and carriers need to look at the demand across multiple platforms so they don’t miss out on market opportunity or dissatisfy important customers.

Diving a little deeper into the Technology User Profile survey responses, fun is also age-linked. The game-playing rate among age 18-34 mobile phone users is 42% versus half that (21%) among those aged 35+. Although to a great extent, Smartphones have been more strongly adopted among younger than older adults, taking age into account; Smartphone users are simply more fun-oriented than users of Basic Mobile Phones.

Fun isn’t the only driver for Smartphones; communication does rate more highly for Smartphones than for Basic Mobile Phones, with usage broadly spanning phone calls, text messages, voicemail, and email for two-thirds or more of Smartphone users. For Basic Mobile Phone users, only phone calls and text messaging are used by over half of the users.

Looking ahead, bandwidth-hogs such as multi-player games and video calls are likely to drive demand for Smartphones as well as underlying wireless networks. However, as carriers seek to optimize their spectrum and profits, data caps or throttled apps may discourage the most active subscribers. Then, these users will either revert to other devices, or app makers and service providers will find ways to further optimize precious bandwidth, likely increasing supply to satisfy the demand driven by so many consumers.

Source

The results in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In our most recent wave of Technology User Profile, we surveyed American adults about their use of mobile phones, technology attitudes, and many other behavioral and socioeconomic factors. Current TUP subscribers can access and drill down more deeply into this phenomenon using TUP Interactive Access or with their datasets.

We started this analysis by first looking at the answers from 8,175 U.S. respondents in the Technology User Profile service and then drilled down further into their profiles to get a more complete picture.

Contact MetaFacts to access the MetaFacts Technology User Profile Overview Edition report, which covers the broader range of key trends. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically.

These editions are for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.

To see other research coverage of Internet products and activities  – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals who want a solid resource they can use immediately after industry events such as mergers, or even use prior to anticipated events, can license direct access to TUP.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at http://technologyuser.com/contact/ for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

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Filed under Market Research, MetaFAQs, Mobile Phones, Technology, Technology User Overview Report, TUP 2010, TUPdate

Privacy is on the mind of savvy early adopters as they resist location sharing – A MetaFacts TUPdate

A MetaFacts TUPdate by Dan Ness, Principal Analyst

Are early adopters starting to act like laggards? It may seem a paradox that the most forward-thinking consumers – the first to adopt smartphones – would also be the ones more strongly avoiding unique smartphone features.

The true answer is that consumers are more complex and intelligent than simplistic adoption curve analysis suggests. In choosing mobile phones, they are navigating between the sirens and rocks of enticing deals, identity theft, entertainment, carrier signal strength (or weakness), desire for social connections, misinformation, privacy, trust, and much more.

When it comes to data security & privacy, most Smartphone users express concern and corresponding action. A higher share of Smartphone than Basic Mobile Phone users take steps to protect their security and privacy, including disabling some features.

Privacy Concerns for Smartphones and Basic Mobile Phones

Location services have been integral to Smartphones and Feature Phones for years and most handsets give subscribers the option to minimize tracking. However, recent widely publicized breaches have brought this closer to the forefront of consumer’s buying behavior.

Age and gender alone do not truly define the privacy-aware from others; correcting for age shows that tech experience matters. Most Smartphone users today have more tech experience than average users, so are savvy about settings and controls and have privacy and security concerns for PCs which are inherited by their Smartphones.

App developers which assume settings will be on by default, such as location identification, will encounter market resistance. Privacy and Security are issues which can suddenly inflame public sentiment. Even though customers may have read agreements and adjusted their privacy & security settings, many have an expectation of being private and secure.

Consumers vote with their responses, as well as their fingers and wallets. Building (or rebuilding) trust is a widespread issue, and certainly not only in the U.S. Each participant in the ecosystem of handling personally identifiable information has their part to play if location-based services and mobile payments are to flourish and last longer than fads. MetaFacts expects that privacy and security will continue to stay a concern among many consumers with reported breaches beyond those specifically on Smartphones – from identify theft to Wikileaks reports.

Source

The results in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In our most recent wave of Technology User Profile, we surveyed American adults about their use of mobile phones, technology attitudes, and many other behavioral and socioeconomic factors. Current TUP subscribers can access and drill down more deeply into this phenomenon using TUP Interactive Access or with their datasets.

We started this analysis by first looking at the answers from 8,175 U.S. respondents in the Technology User Profile service and then drilled down further into their profiles to get a more complete picture.

Contact MetaFacts to access the MetaFacts Technology User Profile Overview Edition report, which covers the broader range of key trends. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically.

These editions are for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.

To see other research coverage of Internet products and activities – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals who want a solid resource they can use immediately after industry events such as mergers, or even use prior to anticipated events, can license direct access to TUP.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology industry trends and facts. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at http://technologyuser.com/contact/ for complimentary TUPdates – periodic snapshots of technology markets.

About MetaFacts

MetaFacts helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are a primary market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, Mobile Phones, Technology User Overview Report, TUP 2010, TUPdate