Tag Archives: Apple Retail

Tech Spending Higher Among Showrooming Buyers

There’s an adage that shoppers vote with their feet, and it can be argued that with the increased use of Smartphones, shoppers are voting with their fingers. Retailers have long wrestled with the balance of generating traffic and having shoppers visit only to ultimately go buy somewhere else. This practice, sometimes called Showrooming, is mostly a reflection of the intelligence and desires of buyers. Using any Smartphones and either a specialized app or even a simple web browser, it’s much easier for consumers to compare prices and products while they are in a brick and mortar outlet.

It might be assumed that shoppers who use their Smartphones to compare products and pricing are low spenders. In fact, the opposite is true.

[Photo courtesy of nobihaya under a Creative Commons license]

[Photo courtesy of nobihaya under a Creative Commons license]

Based on recent primary research by MetaFacts as part of our Technology User Profile (TUP) service, we’ve found that tech spending levels are 37% higher among these careful buyers than the average Smartphone user. Furthermore, tech spending levels are 81% higher than the average Internet-connected adult.

These active buyers are also unique in many other ways, and augmented in-store comparison is an important and long-time growing trend to reckon with.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2013 edition. The large-scale survey is in its 31st continuous year, documenting and detailing the full scope of technology adoption and use.

For this analysis, MetaFacts is sharing the answers to two key survey questions. The TUP survey gathers tech spending levels for both tech products and ongoing tech services, and split out between types of consumer electronics, computers, imaging, Internet, and other categories. The survey also details what consumers actually do with their many tech devices, including the product and price comparison they do within retailers.

In addition to tracking the regular activities of Smartphones, Technology User Profile details the many devices which online adults use to regularly connect to the Internet. The survey-based research details what people do with their devices, where they spend their technology dollars, and how often they update (or don’t update) their technology products.

Technology companies who want to know more about retail or online shoppers, Smartphone users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Consumer research, TUP 2013, TUPdate

Retail purchase channels & outlets by mobile PC brand

It may come as no surprise that Apple mobile users are the most active shoppers at Apple’s online store. Just over one-quarter (26%) of Apple mobile PC users regularly shop at Apple.com. This is higher than the one in ten (10%) national average of mobile PC users who shop at the Apple website.

Apple’s online store is not the sole source for Apple customers when they buy PC-related products. The major type of outlet they cite is office supply stores such as Staples or Office Depot, as identified by 45% of Apple mobile PC customers.

Similarly, Sony shoppers adhere to the Sony online store. One-quarter (25%) of Sony mobile PC users regularly shop at the Sony online store, well above the 5% average among all mobile PC users.

Gateway has a much lower share among its customers and the market overall. One-tenth (10%) of Gateway mobile PC users recently shopped at Gateway.com, still higher than the 4% of overall mobile PC users.

Mobile PC Owners & Their PC Maker's Site - Mobile PC Brand Profile Report

Mobile PC Owners & Their PC Maker’s Site – Mobile PC Brand Profile Report

Other findings in the Mobile PC Profile Report include:

Brand Shares of Mobile & Desktop PCs
Mobile PC Brands by Year Acquired
Market Segments and Mobile PC Brands
Operating Systems & Mobility
Operating Systems on Mobile PCs – Pre-installed or Aftermarket?
Operating Systems by Mobile PC Brand
User Age and Mobile Computing
User Age and Mobile PC Brand
User Gender and Mobile PC Brand
Age within Gender of Primary Computer User and Mobile PC Brand
Number of Locations by Gender and Age
Employment Status and Mobile Computing
Employment Status and Mobile PC Brands
Market Segment by Mobile PC Brand
Big & Small Companies and PC Mobility
Educational Level and Mobile PC Brand
Household Income by Mobile PC Brand
Age of Kids and Mobility of PC
Mobility Doesn’t Always Mean Mobile Use
Locations for Mobile PCs
Public PC Locations by Mobile PC Brand
Mobile PC Brand by Number of Locations Used
Mobile PC Users and the Total Number of PCs Used
Mobile PC Brand by Number of PCs Regularly Used
PC Purchase Year by Mobility
New versus Used/Refurbished by Mobile PC Brand
Hours of Use by Mobile PC Brand
Busy Mobile PCs and Mobile PC Brands
Activities and Mobility
Major Activities Point Out that Mobile PC Brands Vary
Tech Attitude Gap between Mobile PC and Desktop Users
Tech Attitudes by Mobile PC Brand
Brand Loyalty by Mobile PC Brand
Scanners by Mobile PC Brand
Docking Solutions by Mobile PC Brand
Firewire Usage by Mobile PC Brand
Sony Mobile PC Users Shop at a Broader Selection of Outlets
Which Mobile PC Users Frequent which Online and Retail Outlets
Retail Purchase Channels & Outlets by Mobile PC Brand
Online Purchase Channels & Outlets by Mobile PC Brand

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile 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 widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, TUP 2008

Online purchase channels & outlets and mobile PC brand

It may come as no surprise that Apple mobile users are the most active shoppers at Apple’s online store. Just over one-quarter (26%) of Apple mobile PC users regularly shop at Apple.com. This is higher than the one in ten (10%) national average of mobile PC users who shop at the Apple website.

Apple’s online store is not the sole source for Apple customers when they buy PC-related products. The major type of outlet they cite is office supply stores such as Staples or Office Depot, as identified by 45% of Apple mobile PC customers.

Similarly, Sony shoppers adhere to the Sony online store. One-quarter (25%) of Sony mobile PC users regularly shop at the Sony online store, well above the 5% average among all mobile PC users.

Gateway has a much lower share among its customers and the market overall. One-tenth (10%) of Gateway mobile PC users recently shopped at Gateway.com, still higher than the 4% of overall mobile PC users.

Mobile PC Owners & Their PC Maker's Site - Mobile PC Brand Profile Report

Mobile PC Owners & Their PC Maker’s Site – Mobile PC Brand Profile Report

The Mobile PC Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Mobile PC Profile Report include:

Brand Shares of Mobile & Desktop PCs
Mobile PC Brands by Year Acquired
Market Segments and Mobile PC Brands
Operating Systems & Mobility
Operating Systems on Mobile PCs – Pre-installed or Aftermarket?
Operating Systems by Mobile PC Brand
User Age and Mobile Computing
User Age and Mobile PC Brand
User Gender and Mobile PC Brand
Age within Gender of Primary Computer User and Mobile PC Brand
Number of Locations by Gender and Age
Employment Status and Mobile Computing
Employment Status and Mobile PC Brands
Market Segment by Mobile PC Brand
Big & Small Companies and PC Mobility
Educational Level and Mobile PC Brand
Household Income by Mobile PC Brand
Age of Kids and Mobility of PC
Mobility Doesn’t Always Mean Mobile Use
Locations for Mobile PCs
Public PC Locations by Mobile PC Brand
Mobile PC Brand by Number of Locations Used
Mobile PC Users and the Total Number of PCs Used
Mobile PC Brand by Number of PCs Regularly Used
PC Purchase Year by Mobility
New versus Used/Refurbished by Mobile PC Brand
Hours of Use by Mobile PC Brand
Busy Mobile PCs and Mobile PC Brands
Activities and Mobility
Major Activities Point Out that Mobile PC Brands Vary
Tech Attitude Gap between Mobile PC and Desktop Users
Tech Attitudes by Mobile PC Brand
Brand Loyalty by Mobile PC Brand
Scanners by Mobile PC Brand
Docking Solutions by Mobile PC Brand
Firewire Usage by Mobile PC Brand
Sony Mobile PC Users Shop at a Broader Selection of Outlets
Which Mobile PC Users Frequent which Online and Retail Outlets
Retail Purchase Channels & Outlets by Mobile PC Brand
Online Purchase Channels & Outlets by Mobile PC Brand

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile 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 widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, TUP 2008

Apple’s future – who is Apple attracting?

Apple is drawing a potentially profitable audience: non-Apple households shopping at Apple’s retail stores have a larger than average household, with two-thirds (67%) having 3 or more household members. Certainly, those other members might benefit from an additional PC. While five-ninths (56%) have more than one Home PC, that’s smaller than the over two-thirds (68%) of Apple households with two or more Home PCs.

Attracting and serving future generations has been a persistent part of Apple’s strategy, and that might be needed in the present, although towards an even-younger audience. The almost-there untapped-market of households without Apples that are already frequenting Apple retail stores includes a disproportionately-high concentration of kids. In non-Apple households shopping at Apple retail stores, over one-fourth (28%) have kids age 7 to 12, and 29% have kids 6 and under. That’s nearly double the rate among Apple households, at 16% and 15%, respectively.

One other mildly positive sign for Apple’s future: A fair number of non-Apple households shop at the Apple website. 7% of non-Apple households have recently shopped online with Apple, compared with 24% of Apple households. Although this non-Apple number is not huge, it’s noticeable. Apple is making many efforts beyond personal computing to drive traffic to its sites, stores, and brand. Beyond personal computers, this ranges from iPhones to iPods.

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This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent surve-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile 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 widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com

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Filed under Consumer research, Market Research, Multiple-PC Household, TUP 2008

Apple’s retail footprint – success and failure

Apple’s own stores are heavily visited by its own Apple home PC customers. Of all the retail outlets that Apple households have recently shopped or purchased in, Apple’s retail stores rank #4. One-third (33%) of Apple households report recently shopping in or purchasing from an Apple retail store. When including Apple’s online store, this number rises to 43%, ranking it also fourth among most-frequented outlets.

Where else are you more likely to run into Apple-owning shoppers? They are more likely than non-Apple households to be found shopping in a Target store than a Wal-Mart store.

  •  Target – 49% of Apple households vs. 43% for non-Apple households
  •  Wal-Mart – 48% of Apple households vs. 62% for non-Apple households

They’re also more prevalent in book stores:

  • Barnes & Noble – 30% of Apple households vs. 21% for non-Apple households
  • Borders – 25% of Apple households vs. 14% for non-Apple households

Interestingly, although Apple households are active shoppers, tech-savvy, and very comfortable and facile online, they aren’t shopping at significantly more online outlets than non-Apple households. They do actively shop online, however. Nearly three-fourths (71%) of Apple households have recently shopped or purchased online, compared with nearly two-thirds (64%) of non-Apple Households. More of Apple’s shoppers frequent eBay than Apple’s own online store. The #2-ranked destination for Apple households is eBay, having recently attracted just over one-third (34%) of Apple households. Apple’s online store pulled in just under a quarter (24%) of these Apple owners.

Where Apple Households Shop - Apple Profile Report 2008

Where Apple Households Shop – Apple Profile Report 2008

Since non-Apple households outnumber Apple households 94% to 6%, if all else was equal, it could be expected that non-Apple shoppers would frequent Apple’s retail or online stores in similar ratios. That may be Apple’s grand desire, but at this time Apple’s customers have a significantly higher share of their ranks visiting Apple retail stores than their national shares might indicate. This could be looked at as a strong reflection of Apple’s customer loyalty and interest in special programs and services Apple offers in these stores. Alternatively, it could be looked at as some failing on Apple’s part to get wider distribution of its products.

Even more interesting, and positive for Apple, is the remarkably high share of non-Apple households that shop in and buy from Apple’s retail stores. Nearly two-thirds (64%) of Apple’s retail shoppers do not have an Apple PC in their household. Also of interest: 4.6 million non-Apple households shop or buy on Apple’s online site, which is nearly identical to Apple’s entire Home PC customer base of 4.5 million households. This is a testament to Apple’s success in driving tire-kickers and concerned Windows XP users and Vista candidates into its stores, as well as customers for its non-PC products, the iPhone & iPod in particular. These high numbers are also a strong and positive indicator of future potential growth for Apple.

Apple/Non-Apple Shoppers in Apple Retail and Online - Apple Profile Report 2008

Apple/Non-Apple Shoppers in Apple Retail and Online – Apple Profile Report 2008

Beyond everyday consumables and consumer electronics, Apple owners are somewhat unique in where they buy PC-related products. Apple’s own stores are among the top 5 shopping choices among Apple owners, at 13 times the rate of non-Apple owners, even though Sony has a retail presence. Historically, IBM, Gateway, and even Dell have operated their own company-owned outlets and kiosks. These haven’t drawn anywhere near the dedicated attention Apple commands. This is due in part to Apple’s unique and proprietary products, so buyers benefit in being able to get otherwise hard-to-find products. Also, with Apple’s strong brand loyalty, Apple buyers have other reasons to frequent the stores, from their specialized Genius Bar support to Apple-specific training.

With the exception of Apple’s own stores, the top 5 types of outlets Apple households frequent are the same as those shopped by non-Apple households. There is a wide gap between Apple and non-Apple buyers among discount stores, notably Wal-Mart. For more than one reason, Wal-Mart is less frequented by the Apple crowd: the demographics skew in opposite directions, Wal-Mart doesn’t carry the wealth of Apple-specific products found in other outlets, and in many cases, Wal-Mart is located in other regions, states, and neighborhoods than Apple stores.

Where PC-Related Products are Purchased - Apple Profile Report 2008

Where PC-Related Products are Purchased – Apple Profile Report 2008

This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent survey-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile 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 widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com

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Filed under Consumer research, Market Research, TUP 2008