Tag Archives: Digital Cable TV

Convenience is the key for households that have at least one Apple Home PC

Households with at least one Apple PC have convenience items from single billing by using one service for phone, TV and internet to utilizing Video on Demand and conferencing with Webcam.
  • One service for phone, TV and internet (42%)
  • Webcam for conferencing (37%)
  • Video on Demand (34%)

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Other findings in the MetaFacts Operating Systems Profile Report include:

  • Operating System Landscape
    • Multi-PC and Multi-OS Households
  • Home Operating Systems and Demographics
    • Having children in the household does make a difference for Vista
    • Household employment and operating system
    • Education level and operating system within the household
    • Annual household income and operating system
    • People age 18-34 are using more Apple primary home PCs than older people
  • Purchase Channels
    • Apple gets a bigger share of direct sales than Windows PCs
  • PC Brands & Operating Systems
    • New PC brands bought by operating system
    • Total installed base for all primary home PCs shows some movement from the big brands in the new PC market
  • Changes in PC Form Factors – Laptops are coming on strong as new primary PC form factor
  • How Different Operating Systems are Used Differently
    • Email is the most frequent activity of users on all primary home PCs
    • New primary home PC user activities
  • Operating Systems and Other Consumer Electronics
    • Handheld device use and operating system of the household
    • Imaging behavior and household operating system
    • Television viewing habits and operating system in the household
    • Convenience is the key for households that have at least one Apple Home PC
    • Some Older Windows Households are planning to upgrade while still taking advantage of older technology
  • Technology Attitudes and Operating Systems
    • Attitudes of adult PC users vary with operating system

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 at www.metafacts.com 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

TUPdate: Mouse Potato or Couch Potato? Interactive Fun Draws TV Viewers Ever Towards PCs

At the same time Americans are buying ever-bigger TVs, they are turning their attention to smaller screens – those on their PCs. In the 2008 Annual Edition of Technology User Profile, we found that 57% of Home PC Households agree with this statement: “I spend more time using my computer than watching TV.” Only one year ago, this percentage was less than half – 45%. What is the significance of this increasingly defined divide?

The draw to the PC away from TV stems from – where else? – Entertainment. Nearly four times as many PC-focused Americans as TV-focused ones say “I keep finding more ways to use the internet for fun,” with 76% of PCers and 20% of TVers in agreement. Also, 89% of PCers surveyed agree: “The Internet is a big part of my home entertainment,” compared with 36% of TVers.

Also, hands-on interactivity is a major draw, as the PC-focused go beyond simply pushing a few buttons on their remote controls. PC-focused Americans engage in uniquely proactive, leading-edge, and niche activities more often than TV-focused Americans do. Substantially more PCers participate in interactive chatting (47% PCers, 19% TVers), social networking (35% PCers, 12% TVers), and web publishing (15% PCers, 3% TVers) than do their TV-focused counterparts.

Furthermore, PCers use their PCs and the Internet for a wider range of activities, averaging 18 different activities compared with 11 on average among TVers. This reflects a self-reinforcing effect, as people discover more things they can do with their personal computers, the more they weave them into their daily lives, and then they are able to discover yet more activities of interest.

Although there are myths that the web is primarily frequented by young millennials, there are no strong demographic differences between those who identify as PC-focused and those who consider themselves TV-focused. These interactivity-seeking PC users are young and old, male and female, and high-income as well as low-income.

Looking ahead, we don’t agree with straight-lining pundits who forecast mass migration of eyeballs to the ever-tinier screens of mobile phones and PDAs. Instead, as we’ve watched technology adoption these last 2 decades, we stick with a whole-person view. There are brains and fingers attached to those eyeballs.

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Filed under Consumer research, Households, Market Research, Statistics, Technology, TUP 2007, TUP 2008, TUPdate

TUPdates: Americans Are Pro-Technology–On The Surface

Americans tend to be pro-technology-but that statement hides a lot of variation. Some of the variation is predictable-older people don’t like technology as much as younger ones, and low-income people don’t like it as much as their affluent neighbors. The West likes technology more than the other regions. But within those observations lie some surprises. For instance, Montana and Wyoming, while adjacent, are poles apart. Factory workers like technology more than lawyers.

Why is this important?

Wherever or whoever they are, those with pro-technology attitudes buy vastly more technology products than those with anti-technology leanings.

These insights into pro-and anti-technology attitudes are derived from the latest research from MetaFacts, Inc., involving analysis of answers to six questions from 32,130 PC users and non-users. These questions centered on their attitudes about keeping up with the latest technology, staying with the tried and true, and their electronics buying experiences. A cluster analysis revealed three different segments, two of which were more pro-technology than an anti-technology segment. On the whole, MetaFacts found that Americans lean toward technology, with 36.7 percent of households preferring not to stay with the tried & true and claiming long electronics shopping experience, indicating they were pro-technology. Meanwhile, 32.5 percent were also positive on technology, and more strongly than other Americans expressed an urgency to keep up with technology changes even before they felt the need. The remaining 30.9 percent revealed anti-technology attitudes, also preferring to hold off on purchases until prices dropped.

Regional attitudes were about what you’d expect. The Mountain and Pacific regions showed a significant leaning toward technology, while the central regions generally leaned away. New England and the South Atlantic regions were solidly in the middle. But when the responses were broken down to the state level, there was less of a pattern. Ranked by state, Wyoming, Delaware, New Mexico, and New Hampshire are the most pro-technology, while Nebraska, Missouri, Arkansas and Montana are the most anti-technology. But with neighbors like Montana and Wyoming at polar extremes, it is clear that a geographic perspective-while illuminating-is not by itself sufficient for understanding American technology attitudes. You have to dig deeper into the demographics. (In case you were wondering, Oakland, San Diego, Salt Lake City, Denver and Rochester have the most pronounced pro-technology attitudes of the top 50 metropolitan areas in the U.S. Meanwhile, Cleveland, Columbus, Bergen/Passaic, NJ, and Fort Worth are the most technologically conservative.)

In terms of household income, those with lower incomes leaned away from technology-except those in the lowest range, where the pro-and anti-technology attitudes pretty much balanced out. The respondents started leaning toward technology after making at least $50,000 a year. But above $60,000 they leaned to the middle until they started making above $150,000. The most affluent were firmly pro-technology.

In terms of lifestyle and life stage, older people were more anti-technology than younger ones, and DINKs (double income no kids) were particularly pro-tech. Single parents were more pro-technology than working couple parents, who were solidly in the comfort zone. SINKs (Single income no kids) were firmly in the comfort zone, as were traditional families of all incomes.

Single-income households leaned toward technology while double-income households were in the mid-range comfort zone. The unemployed were anti-technology. Households with children were rooted in the comfort zone.

Examination of the occupations of the respondents, however, showed the most dramatic splits-and surprises. It may come as no shock to learn that that those in engineering and the sciences leaned toward technology by a rate of three to one. Less extreme were the pronounced pro-technology attitudes of the technicians, administrators, government officials, and general office workers. Oddly, lawyers and judges had a pronounced anti-technology attitude, also sadly shared by teachers, librarians, bankers and nurses. Solidly in the comfort level were writers, artists, cashiers, factory workers, janitors-and, weirdly, computer scientists. (Presumably, they are too busy tinkering with it to love it.) Some occupations showed odd splits between the extremes, such as farmers and fishermen, police, and athletes. Apparently, an active life makes you feel passionately one way or the other about technology.

When grouped in industry sectors, on average those in manufacturing were strongly pro-technology, while those in industrial and financial jobs and trades were anti-technology. Those in the government and services sectors were fairly evenly split. When these were broken into verticals, strong pro-technology attitudes were found in data processing (no surprise there) and (more surprisingly) among those involved in lodging, printing, metal fabrication, and transportation. Evidently those people appreciate what computers can do for them. More surprising were the anti-technology leanings of those involved in banking, insurance, and local government. Emphatically in the comfort zone were those involved in telephony and broadcasting, plus doctors, dentists and veterinarians. Postal and delivery workers were oddly split between the extremes.

The size of the enterprise that the respondent worked for also had a consistent effect on technology attitudes. Those in small enterprises (less than 20 people) had clear anti-technology attitudes. Then their attitudes switched to pro-technology when they worked for enterprises with 20-100 people. Above 100 people the trend became increasingly anti-technology until the enterprise reached 1000 people, when it swung the other way. (It may be that those in mid-range enterprise have more control of their desktops, and therefore appreciate computers more.)

Of great interest to marketers was the fact that the survey also showed that respondents with pro-technology attitudes bought technology products at about twice the rate of those with anti-technology attitudes. This was especially the case with personal video recorders, portable MP3 players, handheld GPS devices, premium cable TV, digital cable TV, satellite radio, digital camcorders, hands-free cellular phones, and in-car DVD or VCR players. And let’s not forget fax machines. In terms of computer peripherals, the pro-technology people were up to four times more likely to own certain items, such as USB hubs and external hard drives. Additionally, when asked about what purchases they planned to make within the next 12 months, the pro-technology crowd had twice the plans of the anti-technology crowd.

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