Desktop – MetaFacts' TUP findings

October 6, 2020February 17, 2021

New work-from-home employees got new PCs in Asia – less so in Europe and the US [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, October 6, 2020

Working from home is a new practice for many employees during the COVID pandemic. This MetaFAQs reports on the use of new home PCs and new work PCs among employees who are new to working from home, those who had previously been working from home, and those who don’t currently work from home. This is reported for employees in the US, Germany, the UK, Japan, China, and India.

February 6, 2020January 15, 2021

The Second Life of Home PCs – TUPdate

Home PCs enjoy a longer life than in the hands of their original owners, as many are ultimately enjoyed by someone else. This is more strongly true in developed countries than in developing ones.

May 30, 2019December 15, 2020

Multi OS Jugglers – Finger Foibles [TUPdate]

Finger foibles? Muscle memory? Most of us have done it – found our fingers fumbling for a key that isn’t on this keyboard, tapping a screen that’s not touch-sensitive, or expecting some function that’s not available on the device we’re using. Juggling devices across multiple operating system ecosystems can reveal our learned shortcuts and ingrained habits. And, a multi-OS experience affects most of us. More than two-thirds (69%) of online adults use two or more of the major operating systems – Windows, Android, iOS, or MacOS. Put another way, less than a third of online Americans use only one OS.

Who are these focused users who have chosen to stay within a single OS ecosystem, and how numerous are they? And, who are the flexible cross-platform savants who find a way to manage moving betwixt and between their collection of devices and ecosystems?

Who has the fanboys?

Microsoft Windows can rightly claim that they have the largest active base of dedicated fans. Over half (53%) of American adults who use a single OS are using Windows. As dedicated as they are, this group is relatively small, made up of only one in six (17%) online American adults.

This is based on TUP/Technology User Profile 2018, conducted among 7,521 online adults.

Those only using Apple iOS are fewer in number. Among single-OS users, they number just over one-fourth (28%). This is less than one in ten American adults, at 9%.

Even smaller is the hardy band of Android-only users, at one-sixth (17%) of single-US users and 5% of American adults.

What do the the flexible use?

Among the 69% of online American adults that use multiple OS ecosystems, Microsoft Windows is the most prevalent, with over half (57%) of online adults, and 83% of those who use more than one OS. So, anyone hoping to reach a broader market needs to seriously include Windows in their target platforms.

Those using Apple iOS or Google Android and nearly anything else are nearly equal in number. Just over half (53%) of those using multiple platforms are using Google Android, and slightly under half (48%) are using Apple iOS devices.

Which OS has the highest fan concentration?

If it’s not enough to have the greatest number of dedicated fans, their concentration matters. Microsoft Windows has the highest share of its users that are solely focused on devices with the OS ecosystem. Almost one fourth (23%) of Windows users only use Windows devices. Apple’s iOS has nearly the same level of fandom. Twenty-one percent of iOS users only use iOS devices, whether iPhones or iPads. Android has the lowest level of concentration, with only 13% that only use Android devices.

Who are the fanboys and flexible?

At first glance, its notable that the single-OS users are older than multi-OS jugglers. The median age of a single-US user is 50 years and that of a multi-OS user is 41. This difference is supported by the dominance of Windows PC users and Android Smartphone/Tablet users – older than their multi-OS counterparts. The median age of Windows-only users is 55, a baker’s dozen more years older than the median age of 42 for those using Windows along with any other major OS.

Are Platforms Used Differently?

The smartphone is the device of choice for nearly every type activity by multiple-OS users and single-OS users, with a few exceptions. Those who use Windows as their single OS primarily use a tower desktop for most of their activities. Also, those using multiple operating systems choose a tower desktop for their cloud storage/sharing activities.

Looking ahead

Although there are cross-platform apps that span OS ecosystems, many of them behave differently from platform to platform. Even small differences stymy users who are looking for a smooth experience across their devices, and especially doesn’t help those with a strong finger memory. Developers face a perennial Procrustean dilemma – either uniquely optimizing for each platform or offering an identical, if somehow substandard, experience.

High cross-platform compatibility is the nearest thing to the elusive “killer app” or “silver bullet”. OS ecosystems will be helped mostly by apps that offer enough functionality to entice users, yet not quite enough compatibility to lose the ecosystem’s unique cachet.

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 and their operating systems, from those acquired with home/personal funds to those that are owned by employers, schools, or others.

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.

November 14, 2016October 28, 2020

Connected device combos for Males 18-44 – de rigueur to commandos (MetaFAQs)

Which combination of connected devices is most used by Males 18-44?

Aren’t young males considered enough of a bellwether group to lead the rest of the market?

If so, might there be many who have chosen to forgo using a Desktop or Notebook PC, and rely only on their Smartphone or Tablet and Smartphone?

Our research shows that young males, age 18-44, continue to include a PC in effectively every combination of connected devices they actively use. Also, as a group they have clear preferences about which device combination they choose. Well over half, 59%, actively use one of two major combinations of devices.

The device combination standing head and shoulders above all others includes many types of devices. In use by 44% of males age 18-44, the combo de rigueur includes a Tablet, both a Notebook and Desktop PC, and a mobile phone.

The second-used combination, used by just one one-sixth (15%), includes a Smartphone and either a Desktop or Notebook PC. This combination does not include a Tablet.

The third-used combination is similar with the second-used combination. Account ingfor 12% of adults in this group, it includes a Tablet, mobile, and PC. The PC is not a Notebook, but instead is a Desktop PC.

The PC is very much alive among males age 18-44, being present in every device combination except one. That combination includes only a Tablet and mobile phone only includes a few commandos, and number only 3% of males 18-44.

This MetaFAQs research result addresses one of the many questions profiling active younger males.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapter with the most information about device usage and combinations is the TUP 2016 Devices Chapter.

This is based on our most recent research among 7,336 US adults as part of the Technology User Profile (TUP) 2016 survey.

This MetaFAQs research result addresses one of the many questions profiling active technology users.

Many other related answers are part of the full TUP service, available to paid subscribers. The TUP chapters with the most information about activities is the TUP 2016 Printers 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.

November 3, 2016October 28, 2020

Shifts Ahead in the Windows Installed Base (TUPdate)

Shifts Ahead in the Windows Installed Base – Dan Ness, November 3, 2016

Any large installed base doesn’t always stay that way. Fickle customers continue experimenting and switching between platforms and ecosystems. Microsoft continues to meet challenges from Apple, Google, and countless others, as users continue their quest for what they see as the best. Despite the size and breadth of the installed base, Microsoft’s customers for certain products and services are not as average as may be expected.

Actively Used Windows Devices by Type

Understanding just how large the Windows installed base is begins with some basic measurements. How many adults use Windows OS devices, and which types of devices dominate?

Most American adults use a Windows device, with 170.4 million using some type of key connected device. This means more than three-quarters (78%) of American adults use any combination of one or more Windows PCs, Smartphones or Tablets.

This level of dominance appears to spell strong security for Microsoft. It’s important to look one level more deeply – to the types of devices being actively used which are and aren’t using Windows.

Another 47.8 million adults are actively using a connected device using any other operating system than Windows. This defines a substantial portion of the market outside of Microsoft’s Windows ecosystem.

Microsoft Windows’s strongest domain is on Desktop and Notebook PCs. 166.3 million adults actively use a Windows PC, while 27.6 million only use a PC (or Mac) that doesn’t run Windows.

When it comes to Smartphones, Microsoft Windows hasn’t made a substantial lasting presence. Of the 170.6 million adults using a Smartphone, only 4.5 million use a Windows Smartphone.

Tablets have been stronger for Microsoft, especially with its relatively recent release of the Microsoft Surface line. Of the 132.9 million US adults who regularly use a Tablet, 25.6 million run Windows.

Size of the Active PC Installed Base

How many adults use PCs, and which operating systems dominate?

PCs continue to dominate the collection of connected devices in active use. 193.9 million adult Americans use a Windows, Mac or Google Chrome OS PC. There are connected adults who don’t use a PC, and these number 24.3 million.

The lion’s share of adults actively use PCs running Microsoft Windows. 166.3 million adults actively use a Windows PC, while 27.6 million only use an Apple Mac or Chromebook.

Apple has a much smaller share of adults who use one of their Macs or MacBooks. 44.4 million adults actively use an Apple PC. There is an overlap of 24.2 million adults, meaning that over half of Apple MacOS users also actively use a Windows PC. Looked at from Microsoft’s perspective, only 15% of Windows users actively use an Apple PC.

Google’s Chrome OS PCs have a nominal share. 3.1 million adults actively use a Google OS PC.

Size of the Active Smartphone Installed Base

How many adults use Smartphones, and which operating systems dominate?

170.7 million adult Americans use a Smartphone, using Google Android, Apple, Windows or any other OS. At 78% of connected adults, this penetration is very high.

Another 47.5 million use a connected device other than a Smartphone. We expect most these holdouts, many of whom are using Basic feature phones, to eventually migrate to a Smartphone, if begrudgingly.

However, the majority of new Smartphone sales will be into a replacement market, as subscribers update their handsets.

Google Android leads now in Smartphones. With 80.8 million adults million adults actively use a Google Android Smartphone, this is slightly higher than Apple’s 77.8 million adult iPhone users. Microsoft Windows phones, however, are only in the hands of 4.5 million connected adults.

Size of the Active Tablet Installed Base

132.9 million adults are using at least one Tablet, leaving 85.3 million connected adults not actively using one.

Apple’s iPad has the largest share of the installed base, with 63 million active users. Apple’s share, however, has been shrinking with broader acceptance of increasingly sophisticated and more heavily marketed tables using Android and Windows.

With 36 million Android Tablet users, Google has a strong base, even if well behind Apple’s.

Windows, with 25.6 million users, lags behind both leaders. However, considering that Windows Surface tablets were released starting in 2012, expanding to this size base is impressive.

The Shifting Desktop PC OS Share

The current installed base of Desktop PCs is dominated by Microsoft Windows.

Apple has started to make inroads with its Macs. Among the newest Desktop PCs in the installed based, , Apple’s share is effectively one-in-five, at 21%. This is stronger than Apple Macs in the installed base which were acquired in 2015, where Apple’s share is one-in-six, at 17%.

The Shifting Notebook PC OS Share

The current installed base of Notebook PCs continues to be dominated by Microsoft Windows. Apple has gained a substantial share, with nearly one-quarter (24%) of the installed base.

Historically, Apple has been very strong among younger adults, especially students. In fact, while 77% of adult students use some type of Windows PC, this is a smaller share than the average adult. At the same time, one-third (33%) of students use at least one type of Apple Desktop or Notebook, a share substantially higher than the national rate of 23%.

Google’s Chromebooks, although have achieved broad media attention, are only being actively used by very few users. Among adults using Notebooks acquired in the first half of 2016, Google’s share is 3%, and 4% for those acquired in 2015.

The Shifting Smartphone OS Share

Microsoft only has a sliver of the Smartphone market. The current installed base of Smartphones in the US is dominated by Google (Android) and Apple (iOS).

In the total active installed base, Google has a nearly-identical share to Apple.

Looking more deeply into which OS dominates newer phones in the US, Google has the largest share. Just over half – 55% – of Smartphones acquired in the first half of 2016 are using Google Android. That’s up from half (50%) of Smartphones acquired in 2015, and even lower shares in older Smartphones.

Windows Smartphones are ranked 3rd, with a nominal share that’s been declining.

The Shifting Tablet OS Share

Microsoft Windows has a fresher share of the installed base of actively used tablets than ever before. Despite that, Windows tablets are ranked 3rd behind Apple iOS and Google Android.

Apple’s iPad is the darling of Tablets, currently with the dominant share of the installed base of actively used tablets in the US.

However, Apple’s dominance has been challenged by both Microsoft and Google Android tablets. Apple’s share is still dominant among recently-acquired Tablets, and yet the trend isn’t favorable. Apple has its largest share among older tablets actively used in the installed base.

Google Android & Chrome OS tablets have a share growing towards Apple’s, and are a substantial threat to both Microsoft and Apple.

Looking Ahead

We’ve found predictive power in looking at tech purchase plans in the context of what they are already using. Among other factors, habit and inertia are strong among many consumers.

Google has some positive prospects. Consumers who have been avoiding Google devices make up the strongest segment planning to buy a Chromebook, and are relatively strong for Android Tablets and Smartwatches. It’s not surprising that another strong segment for Chromebooks are those avid tech device collectors who have all 3 major OS families – Windows, Apple, and Google.

Plans for Apple products, however, aren’t showing strong growth prospects outside of Apple’s base. Apple avoiders are one of the smallest segments with plans to buy an Apple iPad, iPhone, or Apple Watch. There is home from the accumulators – those active consumers who are using all three OS.

Purchase plans for Microsoft Windows Smartphones are coming from a mixture of the converted and departed. Nearly as many are Google avoiders as have all 3 OS. Also Windows-only devotees have plans to stay within the fold for their next Smartphone.

Looking ahead, Microsoft’s recent desktop PC announcement with the Surface Studio was received favorably by many tech reporters and analysts. Although most likely to be bought by high-end creatives, technology-laden products like this can have a halo effect on franchises like Windows, lending them an advanced aura. This sizzle, in turn, can help stem the tide of users who have been switching away from Windows.

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 Devices Chapter details device combinations, as well as device primacy, OS Ecosystems, brand footprint, and other key analysis points.