Tag Archives: MetaFacts

Where are the Circuit City shoppers?

Today, Circuit City formally announced bankruptcy restructuring under Chapter 11.

In this heaviest quarter for year-end consumer electronics holiday purchases, any change by a major retailer sets off a billard-ball type effect with competitors. As they ready their competitive responses, it’s most important to keep the eye on the customers.

As part of the forthcoming Consumer Electronics Outlets Profile Report, MetaFacts has found several very interesting tidbits in our consumer research.

Where else do Circuit City shoppers regularly shop and buy?

We asked 8,016 online households about their shopping behavior at 26 major retail and online outlets.

First, Circuit City shoppers are active shoppers – very active. On average, Circuit City shoppers shop at nearly three times as many outlets as online households that don’t shop at Circuit City. Regularly shopping and buying at 12.2 outlets means there is a lot of competition for these active buyers, and buyers already know the way elsewhere.

Where Else Circuit City Customers Shop

  • More than three-fourths (77%) of Circuit City’s customers also regularly shop at Best Buy, either at retail or online
    • This is an enormous overlap, given that only 37% of all online households regularly shop at Best Buy, either at retail or online
  • Just under two-thirds (65%) shop at Best Buy retail outlets
    • This is another large gap, as only 32% of all online households regularly shop at Best Buy retail
  • Less than a third (29%) shop at Best Buy online
    • The online gap is smaller, as 11% of all online households regularly shop at Best Buy online

For more information about the forthcoming Consumer Electronics Outlets Profile Report, or about Technology User Profile Reports, please contact MetaFacts.

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Filed under Consumer research, Households, Market Research, Technology, TUP 2008

Mobile Computer Users are Now in the Majority

Press Release – September 2008

Mobile Computer Users are Now in the Majority, according to MetaFacts Busy Mobiles Profile Report

The largest segment of busy mobiles are personally owned and desk-bound, overshadowing highly mobile corporate road warriors

Mobile PCs have moved into the majority, with 53% of computer-using adults using either a notebook or tablet PC, according to the Busy Mobiles Report from MetaFacts, Inc.

Busy Mobiles Profile Report

Busy Mobiles Profile Report

“Mobile PC users are very busy” said Dan Ness, Principal Analyst at MetaFacts. “Nearly 13 million adults use a notebook or tablet PC 40 or more hours per week, and 60% of these active users regularly use three or more PCs, moving between home, work, and publicly-owned PCs.”

The large-scale nationwide survey found that 44% of the mobile PCs used 40 or more hours per week are owned by households, 31% are owned by businesses with 1,000 or more employees, and 25% by small & medium businesses, education, and government. 

The survey also revealed that the busiest mobile PC users are very different than the least-busy mobile users, being uniquely tied to their PCs with instant messaging, streaming music, and maintaining their calendars. “The busiest mobile PC users rely on high-speed internet connections for a very wide range of PC activities, from day-to-day work to having fun,” said Ness.

The busiest mobile PCs are not as mobile as might be expected – 43% are used in only one location, 13% are used in two locations, and 44% are used in three or more locations.

“Mobile computing is a sport for the young,” said Dan Ness, Principal Analyst at MetaFacts. “Nearly one-third (31%) of the busiest mobile users are males age 18 to 34, almost a quarter (23%) are females age 18 to 34, and one-sixth (16%) are males age 35 to 44.”

Other findings in the Busy Mobiles Profile Report include:

  • Dell is strongest among busy mobiles and for Apple, it’s a strong segment
  • More than three-fourths (76%) of the busiest mobile PC users spend more time with their PC(s) than watching TV
  • Seven of 22 occupational groups use over half of the busiest mobile PCs
  • Busy Mobile PC Households are above average in their use of consumer electronics, and have above-average buying plans for additional High-Definition TVs (HDTV), digital video recorders, and even Digital-to-Analog Converter Boxes for older TVs

The Busy Mobiles Profile Report is based on surveys with over 10,000 American adults by telephone and online as part of the Technology User Profile 2008 Annual Edition study.

The Busy Mobiles Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

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Filed under Consumer research, Market Research, TUP 2008

PC Hours Continue to Climb

News flash: even more recent updates to this information are available to subscribers to the full Technology User Profile service.

Where do you spend your waking hours?

For most Americans, looking at a computer screen is the growing answer.

More of Americans’ time is with their computers – both at home and in the workplace. On average, Americans spent 25.9 hours a week using their PCs in 2005, up from 24.5 hours a week two years earlier. Both home and workplace PC usage levels have continued to grow in the last two years.

Why is this important?

As Americans integrate computers even further into their lives, the implications are wide-ranging, from their ergonomics and health, to privacy and national security, and even social interaction and consumerism. Besides the PC, software, and Internet companies, it also impacts media such as TV and radio that chase the attention of Americans’ eyeballs.

The total number of hours Americans use computers has climbed to 6.5 billion hours per week in 2005, up from 4.8 billion hours in 2004 and 4.3 billion hours in 2003. This is significant, representing 1 out of 7 total hours in a week, up from 1 of 12 only two years prior. To put this further into perspective, this is 20% of all waking hours, up from 13% only two years prior.

In the workplace, some occupational groups use computers much more than others. It’s hardly a surprise that Computer-Related occupations lead all Americans in their use of work computers, with an average of 37.6 hours per week. Since this is nearly all of a standard 40-hour workweek, we have to wonder if they’re having their lunches at their desks. More likely they’re working more hours than average.

Employees in Accounting & Finance jobs also use computers more than most, at 35.2 hours per week on average. In their case, it’s about spreadsheets – lots of spreadsheets. 79% of these employees cite spreadsheets as a regular computer activity, compared with 36% of other PC users.

At the other end of the spectrum, some occupational groups use computers less often, at nearly half the rate of the busiest. Of the Construction/Labor employees that use a work computer, the average is 21 hours per week. This is only slightly higher than the lowest group, Education/Training, who stand at 20.6 hours per week. Evidently, instructors spend more time in front of the classroom instead of their computer.

There are numerous factors that explain why Americans continue to increase their PC usage. Like the adaptable Swiss Army knife, the PC can be used for a wide range of activities reasonably well. Meanwhile, function-specific products, although technically superior at their core tasks, fail to convince convenience-hungry Americans. For example, cell phones have higher penetration than PCs, although are still primarily used for communication, despite efforts to entice callers to expand their handset experience to play games, take pictures, and organize their lives. They even have to compete with the PC as a communication device. Only a small number of Americans, 14%, agree with the statement “I Would Rather Use a Telephone Than Email.”

Even though TV media continue to vie for American’s eyeballs, a large number of Americans aren’t fully convinced. Nearly a third, 31%, agree with the statement “I Spend More Time Using my Computer Than Watching TV” and 28% agree that “The Internet is a Big Part of My Home Entertainment.”

Although the primacy of the PC isn’t assured forever, Americans continue to find ways for their PCs to be a big and growing part of their lives. This is a good sign for the health of the computer industry.

Average Hours Using a PC Continues to Climb

Total Hours Americans Use PCs

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Filed under Consumer research, Households, Market Research, Statistics, Tech Market, Technology, Trends, TUP 2005