Tag Archives: Dell

How Do (They) Love Thee? Follow Their Brand Footprints

How Do (They) Love Thee? Follow Their Brand Footprints – a TUPdate by Dan Ness, March 17, 2017

“How Do I Love Thee? Let me count the ways.” So begins the 43rd of Elizabeth Browning’s Sonnets from the Portuguese. After more than 160 years, this poetry still inspires.
This classic poem seems fitting for a research-based understanding of customer loyalty and, well, mutual loyalty and love. One might hope that love and loyalty would flow in both directions – between customers and company – and in turn would result in more delighted customers, better products and services, and more customers actively using more of a brand’s offerings. In addition to brand footprint measures such as market size and intensity, MetaFacts measures the shape, loyalty, and quality of technology users.

Apple’s Intensity Up and To the Right

Apple’s customers now rank highest in average number of Apple devices, an elemental measure of brand footprint, reflecting in part the intensity of customer’s involvement. When customers use more than one of a brand’s offerings, it reflects the value customers see and their depth of customer loyalty. Based on our most recent wave of Technology User Profile (TUP), Apple’s customers are actively using an average of 2.18 devices, spanning Macs, iPhones, iPads, an Apple TV box, Apple Watch, or some combination. Only one year earlier, our TUP 2015 wave reported that Apple’s device average was effectively on par with the footprint of Microsoft Windows devices.
Between 2014 and 2016, HP and Google Android/Chrome OS devices have seen their customer’s active device averages erode as Apple’s has gained. This is due in part to consumers abandoning older Google Android Tablets. Dell’s average rose slightly in 2015, only to sag slightly by 2016.

Breadth Coupled With Intensity

Breadth of usage, or market penetration, is another dimension of brand footprint. Coupled with intensity – as expressed by the average number of actively-used devices – a more complete view is clearer.

In market breadth and intensity, Windows devices are head and shoulders above other brands. Windows is in the upper-right quadrant for both measures. The long-time established brand continues to have the largest number of active users and above-average mean number of actively-used devices.
Apple stands out for having a market penetration on par with tech majors HP, Google, and Dell, yet with a strongly higher usage intensity. Their fewer, if mightier, customers have more Apple products than any other platform. In a quadrant to themselves, Apple’s expansion in active usage sets the stage for additional expanded offerings to their loyal customers, ranging from devices to subscription services.

The Brand Footprint Mix

The Apple brand has, for most of its history, been a specialized brand, purposely positioned as “different”. This skimming strategy has been well-supported by Apple’s focus on proprietary integration over standards managed by others. Apple’s current brand footprint robust when looking at the total number of devices in use as well as the balance of products in its actively-used mix. Google’s Android/Chrome mix is similarly broad, yet is smaller. Among US technology users, Google is playing a me-too catchup game to Apple’s broadly balanced acceptance.

HP’s and Dell’s brand footprints are composed of two product types, demonstrating what might be alternatively called a disciplined focus or a lack of diverse breadth. HP’s persistent dominance in Printers is unrivaled by Dell, or competitors Epson, Canon, or Brother. Dell’s footprint in PCs is only slightly larger than HP’s.
The strength of the Windows brand footprint is based on PCs. Only recently have Windows Tablets started making their mark, and promise to continue to challenge Apple’s dominant iPad and Google’s 2nd-ranked Tablets . Windows Smartphones are on the way out, with a usage base declining in the face of Apple iOS and Android.
HP solidly dominates Printer usage. While years ago Dell challenged HP when it entered the printer business, Dell’s current brand footprint is puny in comparison. HP’s PC business, while nearly equal to Dell’s, is similarly being challenged by Apple’s broadening usage.
Apple’s entire brand footprint is benefitting from recent acceptance of two newish categories – smart watches and TV boxes. Although Google is on par with Apple in these categories, collectively these products are expanding Apple’s footprint into users they otherwise haven’t reached.

Looking ahead

It takes much more than a brand halo to convert fickle customers into loyal ones. Much effort goes into the design, manufacturing, distribution, promotion, and integration of products and services.
While Apple and Google are working hard to further their OS against Windows, smoother integration can attract and hold customers longer than an OS alone. Presently, Apple’s MacOS and iOS aren’t fully compatible, a difference which may become more important to the growing number of Apple customers actively using both iPads and Macs. Google’s Android and Chrome OS offerings face a similar conundrum, with even less OS consistency due to the many versions in active use.
Beyond OS ecosystems, technology companies are also seeking other ways of winning groups of customers. Google, Amazon, and Microsoft and joining Apple in racing to be the user’s choice for a voice assisted experience. Amazon’s recent release of Alexa on iOS is Amazon’s bid to establish dominance among voice assistants, and helping to support not only Amazon’s shopping footprint, but also their many other gateway products such as the Amazon Echo or Dot.
Pragmatically speaking, what matters is having customers and that they use many of a brand’s products and services. Measuring brand footprint by penetration and intensity are suitable metrics to measure market success both in size and quality. These metrics may be better than waiting for customers to compose love poems of “the depth and breadth and height” of their ardor for the brand.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US), as well as two previous waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.
This TUPdate was based on results in the TUP Chapter – Devices, Section FOOT/Brand Footprint and Section DEV_ECO/Device Ecosystems from TUP 2014, TUP 2015, and TUP 2016. Other related results include Section VOICEASST – Voice Assistant in TUP 2016 Chapter – Wearables, Hearables, Listening and Speaking.

Related MetaFAQs

The following related MetaFAQs address questions included in this TUPdate.

MetaFAQs Question TUP Reference
mq0004 Who are the biggest spenders – Apple’s, Dell’s, HP’s, or Google’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [790 SPENDxFOOT] Tech Spending
mq0008 How much does the HP printer footprint overlap Canon, Epson, and Brother? Chapter: K Printers  Section: K2-PRH_BRANDS/Home Printer Brands  Tables: [411 PR1xPRH_BRANDS] Printer #1
mq0022 How many Apple iPhone users have older iPhones or contracts? Chapter: H Mobile Phones  Section: H2-SP1/Smartphone #1  Tables: [390 SPxSP1] Smartphones
mq0044 How does the mix of device activities vary between Apple’s, Google’s, HP’s, and Dell’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [570 ACT_COMMxFOOT] Communication Activities
mq0052 How does the mix of device activities vary between Apple’s, Google’s, HP’s, and Dell’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [610 ACT_CLOUDxFOOT] Cloud Storage/Sharing Activities
mq0135 Are the highest share of Millennials in Apple’s footprint, Google’s, or Dell’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [120 DRxFOOT] Respondent Demographics
mq0142 How demographically similar are Apple’s best customers to Google’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [120 DRxFOOT] Respondent Demographics
mq0151 Who have the most Connected Devices – Apple’s best customers, Google’s, HP’s, or Dell’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [490 UNITSxFOOT] Units
mq0182 Which brand footprint has the highest share of full-time-employeds? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [120 DRxFOOT] Respondent Demographics
mq0248 Who has the newest Smartphones – Apple’s best customers or Google’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [390 SPxFOOT] Smartphones
mq0258 How does the mix of devices differ between HP’s, Apple’s, Dell’s, Google’s, and LG’s footprint? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [250 DEV_KEYxFOOT] Key Device Metrics
mq0264 Who’s most likely to have an Apple iPhone – HP’s best customers or Dell’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [390 SPxFOOT] Smartphones
mq0272 How demographically similar are Apple’s best customers to Google’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [130 DHxFOOT] Household Demographics
mq0285 Are newer Smartphones used differently than older Smartphones? Chapter: H Mobile Phones  Section: H2-SP1/Smartphone #1  Tables: [390 SPxSP1] Smartphones
mq0325 Who have the most Windows devices – Apple’s best customers or Google’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [270 DEVxFOOT] Devices
mq0326 Which products do Apple’s best customers have fewer of? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [250 DEV_KEYxFOOT] Key Device Metrics
mq0334 Are Apple’s best customers more or less likely than average to be using a Workplace PC? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [280 PCxFOOT] PCs
mq0340 Do Apple’s best customers use their PCs for more or fewer hours than average PC users? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [280 PCxFOOT] PCs
mq0344 Who has the biggest purchase intentions – Apple’s or Google’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [810 PLANSxFOOT] Purchase Plans
mq0353 How does the mix of Connected Devices vary by Brand Footprint? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [490 UNITSxFOOT] Units
mq0356 Are Dell’s or HP’s customers more likely to have a Smartphone? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [250 DEV_KEYxFOOT] Key Device Metrics
mq0476 How far have Tablets penetrated HP’s and Dell’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [340 TABxFOOT] Tablet PCs
mq0680 How does the Smartphone OS share vary by age of PC? Chapter: X Custom  Section: X-CUSTOM/Custom  Tables: [390 SPxCUSTOM] Smartphones
mq0698 Which are used more often for a Voice Assistant, iPhones or Android Smartphones? Chapter: I Wearables, Hearables, Listening & Speaking  Section: I3-VOICEASST/Voice Assistance  Tables: [250 DEV_KEYxVOICEASST] Key Device Metrics
mq0004 Who are the biggest spenders – Apple’s, Dell’s, HP’s, or Google’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [790 SPENDxFOOT] Tech Spending
mq0008 How much does the HP printer footprint overlap Canon, Epson, and Brother? Chapter: K Printers  Section: K2-PRH_BRANDS/Home Printer Brands  Tables: [411 PR1xPRH_BRANDS] Printer #1
mq0022 How many Apple iPhone users have older iPhones or contracts? Chapter: H Mobile Phones  Section: H2-SP1/Smartphone #1  Tables: [390 SPxSP1] Smartphones
mq0044 How does the mix of device activities vary between Apple’s, Google’s, HP’s, and Dell’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [570 ACT_COMMxFOOT] Communication Activities
mq0052 How does the mix of device activities vary between Apple’s, Google’s, HP’s, and Dell’s best customers? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [610 ACT_CLOUDxFOOT] Cloud Storage/Sharing Activities
mq0135 Are the highest share of Millennials in Apple’s footprint, Google’s, or Dell’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [120 DRxFOOT] Respondent Demographics
mq0142 How demographically similar are Apple’s best customers to Google’s? Chapter: D Devices  Section: D4-FOOT/Brand Footprint  Tables: [120 DRxFOOT] Respondent Demographics

 

 

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Filed under Desktops, Devices, Market Research, Market Sizing, Mobile Phones, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate

Home Printer Brands-from Refillers & Laggards to Bigger Spenders (TUPdate)

Home Printer Brands-from Refillers & Laggards to Bigger Spenders – Dan Ness, November 18, 2016

Home printer makers do their best to make innovate products, manage their distribution, and support their customers – all while competing. Buyers, meanwhile, make their choices. Interestingly, all home buyers aren’t created equally, and some brands have carved out a customer base which may or may not be favorable for them.

Home printer buyers can be tough on some brands. Some users choose refills instead of new ink, while others spend much more on supplies and technology than the users of other brands. Meanwhile, others have a longer printer replacement cycle.

Older and newer printersMetaFacts-td1611-home-printer-age

HP can justifiably claim that home printer owners get longer use. Users of HP Home Printers use older printers than do users of other major home printer brands. The average printer age is 2.4 to 2.6 years for printers being used in the prior 90 days by Brother, Canon, or Epson home printer users. In contrast, among HP home printer users, the average printer age is 3 years.

Active with images and graphics

Users with some brands have attracted more or less graphics-oriented users. There is a different profile based on their breadth of graphics and image-oriented activities across their connected devices, such as PCs, Tablets, and Smartphones.Metafacts-td1611-home-printer-activity-breadth

Users of Brother Home Printers have the widest range of graphics/image activities. Breadth of use is higher than those with other home printer brands. Nearly half (46%) of Brother home printer users are in the top-third.

Uniquely-strong activities with connected devices among Brother home printer users are creating personal graphics/presentations (38% of Brother users vs. 28% nationally) and work graphics/presentations (37% versus 28% nationally).

Use of refills

Whose Home Printer customers are most likely to use refilled ink/toner?metafacts-td1611-home-printer-refills

Among major home printer brands, Epson’s users have the highest rate of using refilled ink cartridges. Over one-third (35%) do so, a 53% higher rate than the national average of 23%. Just over a quarter (26%) of Canon’s home printer brands do.

Tech spending

Brother’s home printer users spend the most on their home technology devices and services. Over one-third (34%) of these users are in the top quartile of consumer technology spenders. Brother home printer users spend substantially more than users of other major home printer brands. At $10.2k per year, this is 30% higher than the national average of $7.9k.metafacts-td1611-home-printer-spending

Brother’s home printer users also outspend on levels on ink, toner, and paper. Compared to the national average, their annual spend of $980 is 53% higher than the national average of $640.

Experience levels

Epson’s home printer users have the least tech experience. Twenty percent first started using a desktop PC within the last 8 years, versus the 12% national average. Similarly, 37% first started using a basic cell phone within the last 8 years, a rate 54% higher than the national share of 24%.metafacts-td1611-home-printer-adoption

HP is at the other end of the spectrum, having attracted a more-experienced tech users. Although this measure of tech adoption – years  since first using a given device – also reflects older users, when correcting for age, this same pattern holds true. Epson has a higher share of tech laggards than other home printer brands. Comparing similarly-aged users, more of Epson’s users were laggards – in the last 16% to adopt desktops, notebooks, smartphones, basic cell phones, and tablets.

Among customers with less tech experience, support costs can be higher, and products, marketing messages, and instructions need to be simpler and clearer. Being strong in any particular market segment may have benefits, however if they’re more expensive to support and sell too, over the long run other segments may be more worthwhile to pursue.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

The TUP 2016 Printers Chapter details printer brands, types, printing activities, and other key analysis points. The TUP 2016 Technology Adoption Chapter drills down into experience to profile Early Adopters, the Early and Late Majority, and Laggards.

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Filed under Consumer research, Graphics and Image, Market Research, Printers

Girls are gamers, too, although not everywhere (MetaFAQs)

There’s a rampant rumor that girls aren’t gamers. This has not been true for many years, and yet the idea seems to persist.

One reason is partly related to another stereotype which has some truth in this case: “The only difference between men and boys is the price of their toys”.

By far, males are the major users for gaming desktops and gaming notebooks, using them at twice and three times the rate of females.mq0674-game-players-by-device-type-2016-10-17_16-05-57 These tricked-out, souped-up, and (sometimes) overclocked PCs are created to offer superior gaming experiences. Some are also designed to allow game enthusiasts to get under the hood and further extend the capabilities.

Females outnumber males for regular game-playing on Smartphones and Tablets, and by a wide margin. Sixty-one percent of active Smartphone gamers are female and 59% of Tablet PC gamers. This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

Gaming PC makers HP, ASUS, Acer and Dell/Alienware have a challenge ahead to win over the hearts and minds of female gamers. These are an important segment to attract, too. Not only are they active game players across many platforms, they also spend substantially on tech products and services of all kinds.

This MetaFAQs research result addresses one of the many questions profiling active game-players.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapter with the most information about game players across all devices and platforms is the TUP 2016 Game Consoles, Gaming PCs and Game-Playing Chapter.

These MetaFAQs are brought to you by MetaFacts, based on research results from their most-recent wave of Technology User Profile (TUP).

For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Demographics & Econographics, Desktops, Entertainment, MetaFAQs, Notebooks, TUP 2016

More Images – Less Paper (TUPdate)

More images — less paper – a MetaFacts TUPdate by Dan Ness, October 14, 2016

I love photos of kittens. And puppies. And rainbows. And yes, I’m enjoy seeing photos of your desserts, grandkids and glorious travels. Okay, now I’ve said it out loud.dessert-2016-10-14_12-00-04

Evidently, I’m similar to nearly half of every other American adult when it comes to admiring beautiful, fun, and engaging photos. I admit this even as I assiduously avoid counting myself as being representative of any entire market. As a long-time researcher, I choose to share my findings and opinions about tech customer demand and market dynamics based on the voices of thousands of survey respondents.

There’s something connecting and real about sharing photos. More than half (56%) of adults with a connected device share photos online and almost half (47%) share in person. Images tell a story, share feelings and experiences, and connect us. The use of digital images has grown explosively to be central to the everyday connected life.metafacts-tupan16-photos-with-any-device-2016-10-14_12-01-32

Those images aren’t coming from traditional cameras, though. For the majority that seeks convenience, having one device do something passably well is better than carrying many specialized gadgets. Purists can argue about superior photo quality taken with a camera intended to be a real camera. That misses the point for most of the market. Having any camera handy at that special moment is better than having the perfect camera after it’s over.

Smartphones have been fueling much of the photo explosion, being the choice for over two-thirds (69%) of connected adults. Tablets haven’t contributed as much to the photo stream – with only one-sixth (17%) of adults regularly using one to take photos. In many circles, bringing out a tablet to take photos is considered a bit invasive, impolite or a little too geeky. This sort of social friction is par for the course among early adopters.

Despite the expanding breadth of photo-taking, overall printer penetration isn’t growing. The number of printers in active use hasn’t budged materially in years. Our MetaFacts TUP 2013 survey found that 12% of connected adults didn’t use a printer. As of TUP 2016, 13% still don’t actively use a printer. You might think that statistic would shift among the busiest printer users. However, that’s been stable, too. Adults printing 50 or more pages per month were 29% of connected adults in 2011 and are near to the same size five years later, representing 27% in 2016.metafacts-tupan16-printing-activities-among-most-graphical-2016-10-14_12-02-20

To profile the most-attractive printer users, I explored three dimensions with a deeper dive into the TUP datasets.

  • High-Volume: The busiest users – those who print the most pages
  • Most-Graphical: The strongest relevant demand – the most-graphical users as evidenced by being in the top third of users in the number of graphics and image-oriented activities they regularly do with their collection of connected devices
  • Mobile Printing: Those who print on the go, using their mobile device to wirelessly print

The heaviest printers are breathing rarified air. Users who printer 50 or more pages per month are in the top 22% of Inkjet Printer users and top 33% of Laser Printer users.three-groups-2016-10-14_12-03-08

These high-volume printers skew towards users with larger, higher-income households with children. Age 25-44 are strongest, as are Employed and Self-Employed. They are more likely than average to be regularly using 2 or more printers.

Among the most-graphical users, printer penetration is higher than among average connected adults. The most-graphical are 50% more likely than average to be using a 2nd printer, and 86% more likely to be using a 3rd printer. Also, more than a third (36%) of these most-graphical print 50+ pages each month.

Also, printing photos is much more common among the most-graphical than the average user. Among these most-graphical, printing photos is the second-ranked printing activity, done occasionally by 44% of these users, well above the 33% of average users doing so. The most-graphical also have a higher penetration of printer use – 94%.

These most-graphical include a higher than average share of Millennials, making up 56% of their numbers. They are also more likely to have children, with 58% doing so.

Mobile printing has been possible for some time, although actual adoption has been relatively slow. Less than a third (31%) of those with tablets print wirelessly to a nearby printer, 17% to a remote printer using email, and 15% using an online service. Smartphone printing is lower, with one-sixth (17%) of Smartphone users printing wirelessly to a nearby printer, 11% to a remote printer using email, and 10% using an online service.

Looking ahead, we expect the major printer manufacturers to continue to focus on one, if not all, of these market segments. The convenience-oriented will be served by automated ink replacement, such as HP’s Instant Ink subscription service. Currently, less than a third (29%) of the highest-volume printer use this type of service.

Our research supports photo-taking activities continuing strongly and broadly into the future. Smartphone cameras will only get better and users will continue to be increasingly comfortable with selfies, scans, and group photos. However, this increase in demand won’t necessarily increase printing levels, at least among the overall market. I expect consumer’s need to share photos which are first printed to continue their decline, with continued innovation in social networking. Also, as a broader range of users get comfortable using their devices, more users will join the mass shift towards sharing photos on screens instead of paper. The need for archival printing of precious documents such as heirloom photos will be reduced with the further adoption of cloud file storage. In addition, the TUP research supports continued growth in the number of users finding other ways to share photos in person, with broader adoption of the connections between Smartphone and larger screens from tablets to TVs.

Yes, you too can expect to see more kittens, rainbows, food porn, and cute grandkids. We might as well get our popcorn ready!

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.

references-2016-10-14_12-03-55

 

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Filed under Consumer research, Graphics and Image, Market Research, Mobile Phones, Printers, Smartphones, Tablets, Trends, TUP 2016, TUPdate

The Mobile Personal Computer market – solid market research from MetaFacts Technology User Profile

Extensive information about the mobile personal computer market is available in TUP – Technology User Profile.

The market for changing technologies is always in flux, and mobile PCs are not exception to the rule. It’s important to know your market, and know it well–is the coffee-shop CEO the leader of the mobile PC pack, or is it the high-school gamer?

Oftentimes the original die-hards for a product are no longer its current audience.  Strong research on changing demographics brings the new market to the forefront.

Below are a few examples of questions addressed in TUP related to the mobile PC market. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece, since it provide solid answers to the following questions as well as many others.

  • Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
  • How much have PC users integrated PCs into their personal lives?
  • Longevity: Are mobile computers used for more or fewer years than desktops? If so, what’s the difference, and who uses them longest?
  • Most-mobile customers – where do they go and what do they do?
  • Primacy: What is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
  • How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Which segments are utilizing cloud storage or sharing services?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • Used/Refurbished PCs – who buys them?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
  • Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from? Are smartphones or netbooks changing this?
  • How is HP’s PC penetration within the overall HP footprint?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
  • Which PC brands dominate the PC market? How does this vary within market segment?
  • Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
  • What channels do people use for buying PCs? How about printers and printer supplies? How do Best Buy customers compare to Office Depot of Staples shoppers?
  • What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
  • How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • What’s the likely near-term outcome for an OS upgrade? Which market segments have the oldest OS?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • Who spends the most hours online?
  • How are users communicating, given all their communication options?
  • Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • How does PC and online usage vary across segments such as workplace company size or industry?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment? By tech spending behavior?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • Who is using mobile payments?
  • Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • How much is assisted navigation part of life – and on which platform? Which user segments use which devices or services?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Is social networking only for certain age groups?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • How many display screens do people view? Which market segments view more screens than other segments?
  • Which operating systems dominate within which segments?
  • How prominent is printing images from mobile phones? How about from tablets?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • What is the impact on privacy concerns on use of social networking?
  • iPhone users – who are they really? How do they compare with Android and Blackberry users?
  • Who is videoconferencing, and using which platform?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • Which key tech devices are consumers planning to buy? Which segments show the strongest plans and how does this compare to their tech spending?
  • How has the division of work vs. personal use of technology products continued to blur?
  • What are the leading PC brands among Hewlett Packard printer users?  How does this differ for the other major printer vendors?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?

If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.

MetaFacts, Inc. helps technology marketers find and measure their best and future customers.

Current subscribers of  Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full dataset.

For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.

The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.

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Filed under Consumer research, Market Segmentation, MetaFAQs, Mobile Phones, Statistics, Trends, TUP 2011, TUP 2012