Tag Archives: Market Adoption

Online and Offline seniors – Hidden in Plain Sight

Online and offline seniors – hidden in plain sight

The number of actively connected seniors continues to rise, even while their connection rate has stalled. Also, seniors are very active with their connected devices, from PCs to Tablets and Smartphones.

There are more American seniors online than ever before. This is primarily due to two factors – rapid mobile phone adoption and the growing number of seniors in the U.S. Population. Based on our Technology User Profile (TUP) 2017 survey, nearly 44 million adults age 62 and older actively using a PC, Tablet, Mobile Phone, or Game Console to connect to the Internet.

A market segment often overlooked or derided by the tech industry, seniors have been increasingly embracing technology, weaving it into the fabric of their lives.

Mobile phones are hot among older adults, especially Smartphones. Tablet and Smartphone usage has soared among Americans age 62 and above, rising 49% and 47% per year, respectively, between 2013 to 2017. In 2013, the number of active Tablet users age 62 and over was under 4 million, and in 2017 that number is 19.1 million seniors. Similarly, Smartphone use has grown from less than 6 million adults age 62 and over in 2013 to 26.8 million in 2017.

Notebook PC use has also grown, while overall PC use has remained essentially flat. Mobile PC use has grown 20.4% per year from 2013 to 2017. Use of at least one PC has increased 1.8% per year from 2013 to 2017.

Getting connected has outpaced population growth. Only a small part of these growth rates is due to the growing population of seniors. The US Census projected that the number of Americans age 65 and above grew 3.3% per year from 2013 to 2016. During this same period, the number of Connected Adults age 65 and above grew 5.6% per year. The current number of 43.4 million adults regularly using an Internet-connected PC, Tablet, Mobile Phone, or Game Console is up from 35.7 million in 2013. In other words, one in five (20%) Connected Adults in the US are age 62 and above.

The rapid growth of Smartphone use among seniors is due in part to the many of these adults who have given up their old data-free basic cell phones. However, that’s not the entire story. Overall mobile phone adoption has grown. Between 2013 to 2017, mobile phones are in the hands of 20.5 million more adults age 62 or above.

Not to be underestimated

Seniors are big tech spenders. The average annual household technology spending by adults 62 and older is $6.6k. Among slightly older adults 65 and older, the average is slightly less at $6.5k per year for all technology devices and services. Like their younger counterparts, the majority of tech spending by older adults is for services, from cable TV and smartphone service to Internet connections.

More than healthcare

Often seniors are overlooked with the uninformed belief that they are not active with their connected devices, or only focused on healthcare. Although not as active as younger connected adults, seniors are busy with their connected devices.

More than 50% of connected adults age 62 and older around the world use their primary connected device for nearly every type of activity: from Communication, Shopping, Information & Search, and Personal/Productivity, to Entertainment. One reason that seniors may be thought to be less active is their relatively lower presence on Social Networks, making them less visible. This is based on our Technology User Profile 2017 survey across five countries (US, Germany, India, UK, and China). In China and India, connected seniors 62 and older.

Searching online for healthcare information is a major activity for half of seniors using their primary connected device, although it’s the fifth-ranked activity. Even more widespread are activities such as shopping, staying in touch, on top of finances, and current events.

Looking ahead

I expect connected seniors to continue to expand their use of their technology, while unconnected seniors will remain unconnected. Those already connected will follow the path of younger adults and these senior’s younger selves, finding evermore ways to enjoy and utilize each type of technology they’ve adopted. Among  unconnected seniors, the flattened connection rates isn’t likely to spike soon with the current approaches. Although many organizations from retailers to hospitals are nearly demanding that all their clients all interact online, force isn’t working. Unconnected adults are not being served, or organizations are needing to rely on connecting through traditional methods: postal mail, landline phones, and personal visits. Senior non-users are unlikely to respond to the benefits that attracted younger adults online in the first place. Instead, new approaches are needed.

In the meantime, don’t be surprised to see more active seniors toting Smartphones and Tablets.

Source

The information in this TUPdate is based on the most recent wave of Technology User Profile (TUP) – the TUP 2017 wave into the US, UK, Germany, India, and China. Current TUP subscribers can tap into these and additional similar results about seniors and younger adults. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

 

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Filed under Behaviors and Activities, Consumer research, Demographics & Econographics, Market Segmentation, Smartphones, Statistics, Tablets, Trends, TUP 2015, TUP 2016, TUP 2017, TUPdate

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. Continue reading

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

Inexorable Device Trends – Beyond the Niche, Fad, and Fizzle

Inexorable Device Trends – Beyond the Niche, Fad, and Fizzle – a TUPdate by Dan Ness, March 10, 2017

It can be exciting to see the hockey-stick charts, with everything up and to the right. It’s important to put the numbers into context, though, through a more grounded analysis of the active installed base. Yes, Apple’s long-climb into broader use of their triumvirate is substantial, Smartphones are quickly replacing basic cell phones, and PCs and Printers persist. Their market size confirms their importance.

We humans are wired to notice change. Our very eyes send more information about motion than background. While life-saving should tigers head our way, this capability can be our undoing if we miss gradual changes, like the slithering snake in the grass creeping towards us. Watching an installed base of technology has some parallels. For some, it can seem as if nothing is really changing even while important shifts are taking place.

For over 35 years, I have tracked technology usage trends and profiles, all calibrated by watching customers through surveys such as our Metafacts Technology User Profile. Among other truisms, I’ve seen that true technology trends aren’t sudden. Solid trends are the summation of the habits, preferences, and activities of millions of technology users. They’re inescapable, inexorable, and years in the making. Trends become truly important when they’ve spread beyond being a niche, fad, or fizzle, and reached beyond those first few early adopters.

In this analysis, I’m diving into several key broad dominant trends in technology device usage across American adults. In separate analyses, I’ll drill deeper into the next level of TUP data, revealing which market segments are making the most decisive changes. Continue reading

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Filed under Basic cell phones, Consumer research, Desktops, Devices, Market Sizing, Mobile Phones, Notebooks, Operating systems, Printers, Smartphones, Trends, TUP 2016, TUPdate

What is the penetration of home-owned computing devices? (MetaFAQs)

Mobile phones dominate home-owned connected devices as the ones used by the greatest number of U.S. adults. As of our MetaFacts TUP 2016 US survey, 87% of U.S. adults used a smartphone or basic cell phone that was home-owned. Slightly trailing mobile phones, 81% of adults use a home PC. Media tablets are a distant third place, at 63% of U.S. adults.

MetaFacts defines home-owned devices as those which were acquired with personal funds. As released in our other MetaFacts TUP research, a substantial share of U.S. adults also use employer-provided, self-employment, school-owned, public, or other devices which are owned by someone other than themselves.metafacts-mq0137-250-dev_key-2017-02-22_09-32-36

Within mobile phones, home-owned smartphones outnumber home-owned basic cell phones, with nearly two-thirds (72%) of U.S. adults using a smartphone and just over one-fourth (27%) using a basic cell phone.

Among home PCs, desktops and Microsoft Windows PCs dominate. Home notebooks have grown to reach almost half (49%) of U.S. adults. Although the tech-savvy consider Windows XP and Vista PCs to be passé and even dangerously unprotected from malware, 4% of U.S. adults are still actively using Home PCs with these operating systems. While adoption of tech products can often be rapid, retirement of older technology from the active installed base can take much longer than many may expect. Continue reading

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Filed under Basic cell phones, Consumer research, Convertibles, Desktops, Devices, e-Book Readers, Market Research, Market Sizing, MetaFAQs, Mobile Phones, Multiple Devices, Notebooks, Smartphones, Statistics, Tablets, TUP 2016

Are most hearables being used by young males? (MetaFAQs)

Wireless headsets have been available for more than a decade, and are strongest among two age and gender groups. These hearables-active groups are also have above-average shares of VR Headset early adopters.metafacts-metafaqs-mq0100-120drxhear-2017-02-13_08-31-37

The strongest segments for active hearables use include younger males – age 18-44 and youngish females – age 25-34. Penetration is above one in four among males 25-34 (27%) and among males age 35-44 (26%). Among females, hearables usage peaks among females age 25-34, at 15%.

Looking ahead, we expect these same age & gender groups to continue as the strongest users of hearables, and don’t expect other segments to be as keen on hearables.

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Filed under Communication, Demographics & Econographics, Entertainment, Forward-Leaning, MetaFAQs, Mobile Phones, Smartphones, TUP 2016, Usage Patterns, Video calling