Tag Archives: Apple

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

How and Where PCs and Tablets Are Used Differently Than Smartphones [TUPdate]

People love their Smartphones and find more to do with them than PCs or Tablets. Around the world, there are few activities done with PCs as regularly as are done with Smartphones. Furthermore, there are no activities done more so on Tablets than on either Smartphones or PCs. Usage profiles vary somewhat by country. Online adults in the U.S. use their connected devices differently than users in many other countries.

These findings are based on the TUP/Technology User Profile 2018 study of 14,273 online adults in the US, UK, Germany, India, and China. Of the more-than 70 activities in the TUP survey tied to each device, we identified those with the widest range of regular use across devices – defined as the difference between the maximum and minimum usage level between Smartphone, PC, and Tablet users.

MetaFacts TUPdate 1901 18GL Activities Preferred By Each Form 190111_0843

The versatility of smartphones is shown by how much more often they’re the device of choice for nearly every type of activity, from shopping to social networking and fun. The range of activity use is as high as 65% – in the case of making and receiving personal phone calls.

Smartphones are being used the most widely for device-unique activities. The four major activities for smartphones – personal phone calls, taking pictures, text messaging, and storing one’s contacts – are infrequently done on a PC or Tablet. Although the newest tablets have cameras that approach the quality of those on Smartphones, less than a quarter (22%) are being used to take pictures. Also, despite being able to run apps such as WhatsApp or WeChat on Tablets or PCs, phone calls are primarily on Smartphones, even while personal video calls have made inroads on non-phone devices.

PCs are mostly being used for email (personal or work), online shopping (bigger screens entice buyers), and online banking. Tablets are mostly being used for social networking and music listening.

There is a small amount of crossover of activity usage across devices. Two of the major activities for Smartphones are also leading ones on Tablets – adding photos to social media and commenting on other’s images or comments.

American adults use their devices somewhat differently than users in other countries. In addition to personal and work email, PCs are used more often than Smartphones or Tablets for shopping, banking, finances/accounting, and writing.

Tablets are being used more like PCs than Smartphones. The major activities for Tablets, although with smaller percentages than PCs, are also among the major activities for PCs. Also, in the US, UK, and Germany, Tablets are used more often than either PCs or Smartphones for reading a book and making small purchases in person, such as in a coffee shop.

Where PCs Dominate
Smartphones aren’t the only connected device users actively use. There are many activities used at a higher rate on PCs than on Smartphones are tablets. Sending and checking both personal and work email are high on the list across all of the countries surveyed except for India. Also, writing and managing text documents is a PC-preferred activity except in India. In Germany, writing documents is an especially PC-dominant activity. Also, activities relating to using a printer are strongest when using a PC.

Looking ahead

Habits change slowly. Not only do people find effective ways to use connected devices to do what they want, they also show inertia when slowly moving those activities to a different device. Even those users who have multiple devices continue to use the types of devices they had previously for some time before fully embracing a type of device new to them.

Furthermore, there isn’t a single “silver bullet” device that’s preferred for all activities. For some activities, such as reading a book, shopping, or watching television, having a larger display helps. For other activities, such as receiving phone calls or texting, convenience and mobility are key.

We don’t expect the majority of users to concentrate all of their activities on a single device in the near future. Instead, the multi-device experience will continue. PCs may continue to lose their dominance for the many activities they still dominate. Dedicated PC users may just move more of their attention to tablets, especially those focused on passive activities such as social networking or television watching.

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. From the installed base we focused in on online adults and how 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 Behaviors and Activities, Cloud Storage, Communication, Consumer research, Desktops, Devices, Entertainment, Graphics and Image, Information and Search, Market Research, Notebooks, Personal and Productivity, Shopping, Smartphones, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns, Video calling, Voice Assistant

How New Are Home Notebooks? [TUPdate]

Home consumers are moving to newer Notebook PCs, although in some countries, older ones get used longer.

Getting optimum value from one’s technology investment is a laudable goal, although at odds with having the latest and greatest.

The ever-practical Germans lead the way in keeping their notebooks longer than consumers in other countries. In the current installed base, the average German is using a Notebook PC that is 3.3 years old. Almost half (48%) of their notebooks were acquired in 2015 or earlier. By comparison, among adults in India, fewer than a quarter (22%) of home notebooks are that old.

This is based on results from the 2018 and 2017 waves of Technology User Profile (TUP).

Among online adults in India, the average Notebook PC age is 2.1 years, much newer than the average Notebook PC age of 2.4 years among online adults in China.

Historically, consumers around the world are replacing their Notebook PCs faster than ever. Among adults in the US, the mean age in 2015 was 3 years, and that has freshened up to 2.6 years in 2018.

Operating Systems

Some notebooks are used longer than others, especially between Windows and Apple. India has the newest home notebooks in active use, averaging 2.2 years young. There’s a similar profile in China, where the average is 2.3 years. Adults in Germany, however, are using the oldest home notebooks, averaging 3.3 years, a year older than those in India or China.

In all countries surveyed, Windows notebooks are the oldest, averaging 2.5 years, and newest in India and China and oldest in Germany. Although Google Chromebooks are the most recent market entrant, in India Apple home notebooks are newer. These products bear watching, even though market adoption is currently small, making up 1% of the current active installed based globally.

Looking ahead

Mobility has been a driving factor for many consumers, driven in large part by the value of convenience. Consequently, this demand has spurred technology companies to experiment with form factors from Smartphones to Tablets and convertibles. At the same time, PCs have been supported by demand for the simplicity of having all of one’s apps and data in one familiar place, while also having a screen that’s large enough to see easily.

We expect these core demands – convenience, consistency, visibility – to continue driving consumer’s choices. What will change is the shape and name of the package that best supports these factors – whether named notebook/laptop, convertible, 2-in-1, or even tablet.

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. From the installed base we focused in on online adults who were using a home notebook 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, Market Research, Notebooks, TUP 2018, TUPdate

Age of Home Notebooks in the Installed Base

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Apple & Samsung Lead in Multi-Device Loyalty [TUPdate]

Apple and Samsung have the highest share of their users actively using two or more of their devices.

This is based on the MetaFacts TUP (Technology User Profile) 2018 survey results. Among online adults in the US, more of Apple’s and Samsung’s users have two or more of the brand’s devices than only use one of their devices.

Although brand footprint is an important measure in its simplest form – market penetration by the percent using at least one of a given product – the multi-device measure goes deeper. It shows the extra commitment customers are willing to make towards using any particular brand or ecosystem. In a pragmatic way, it reflects the value they place on a brand.

Based on the simple brand footprint measure, Windows devices have the deepest market penetration.  Effectively three in four (74%) online Americans are using one.

In a near three-way tie for second place, HP, Apple, and Google OS products are being used by nearly half of all US online adults. While HP has a slightly deeper footprint than the other two, with 52% of online Americans using an HP PC or printer, Apple and Google (Chrome/Android) are each in the hands of 49% of online American adults.

There’s also an overlap of Apple’s and Google’s best customers, with Apple having the stronger position. One in eight (12%) of adults with two or more Google OS products also have two or more Apple devices. One in twelve (8%) of adults with two or more Apple products also have two or more Google OS devices.

Methodology

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 recent wave spanned the US, UK, Germany, India, and China. For this TUPdate we focused on users in the US.

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. 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 Consumer research, Market Research, Multiple Devices, Operating systems, TUP 2018