Tag Archives: Microsoft

Are Tablets and Computers Being Used the Same? [TUPdate]

Is an iPad a computer? Is a Microsoft Surface a tablet? What about Chromebooks – how do they fit into user’s uses? The major tech marketers are working to shift perceptions, such as Apple’s positioning of the iPad as a computer. Even though perceptions do shift buying decisions, user innovation and inertia are a force to reckon with. Many users have already pioneered ways to use their devices. We went straight to the users to see if they’re using tablets and notebooks the same, using iPads differently from Android Tablets, and Windows Notebooks from Chromebooks. Our basic hypothesis is that perceived differences, if substantial, can be confirmed by measuring user behavior.

Top Activities for New Home Tablets

iPads are more useful – based on users doing more with them. A higher share of users of recently-acquired home-owned tablets use Apple iPads for more of the major tablet activities than users of new Windows tablets or new home Android tablets. This is based on results from the MetaFacts TUP 2018 survey, conducted among 14,273 respondents across the US, UK, Germany, India, and China.

Top activities for New Home Notebooks

In this survey, we asked respondents about 73 different activities regularly used on the connected devices they actively use, including desktops, notebooks, tablets, smartphones, basic cell phones, or game consoles. The activities span a wide range of activities, from communication and entertainment to shopping and productivity. Drilling down to those with new home tablets or notebooks, we found some interesting commonalities as well as striking differences.

Of the top activities used by the largest share of new home tablet users, a higher share of iPads users regularly conduct the majority. Where social network commenting and movie/video watching rank highest among iPad users, these users are somewhat surpassed by Android Tablet users in checking updates on sports and weather, and in downloading free apps/software. User of the newest Windows tablets aren’t strongest in any of the top activities, although they are nearest to the others in listening to music and checking personal email.

iPads, and tablets in general, are used for more passive or limited involvement activities than notebooks. These top tablet activities include listening to music, playing games, watching television, or commenting on social networks. Home notebooks, in contrast, are most widely-used for both personal and work email, online banking, and online shopping.

Unique activities

We also looked at what makes each operating system unique, both on tablets or notebooks, with respect to how users use their mobile devices. We measured uniqueness as the range between the highest and lowest percentage of users of each type of device.

This revealed several differences in tablet use. New home iPads are being used more often for fun and connection than users of new home Windows or Android tablets. Android tablets stand out for being used to read books, shop for free apps, and to use a voice assistant. [TUP subscribers can dive into the data deeper to see the relationship between OS and choice of voice assistant).

New home notebooks are also being used differently between operating systems. Apple’s notebooks are used differently than the average home Windows notebook or Chromebook – with remote PC connections, listening to streaming music, or downloading music.

New Google Chromebooks are used more than average for online banking, to watch videos/movies, to comment on blogs, and to recommend or share information about products and services.

Among these top unique activities, one is unique for new home Windows notebooks: creating personal graphics/presentations.

Looking ahead

Inertia is great for entrenched leaders and a serious barrier for new entrants. People change habits more slowly than they change devices. By focusing on the main activities users enjoy and value, To expand the market will be helped by making it easy and smooth for users to easily do their activities regardless of device type. In Apple’s case, popular activities such as watching videos or movies requires apps or browsers that seamlessly span iOS and MacOS devices.

While users define what they have by how they use it, there will continue to be confusion among some press and analysts seeking to distinguish devices. However, it’s unlikely that a new form factor category will emerge from the push to redefine and reposition platforms. Instead, users will continue to vote with their feet (or in this case, their fingers) and look for the device/OS combinations that will best help them do whatever they want or need to do.

Methodology

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. From the installed base we focused in on online adults who were using either a new home tablet or notebook PC. We chose those mobile devices which had been acquired in the most recent 1.5 years, specifically during 2017 and the first half of 2018.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile 2018 survey, its 36th consecutive wave. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

 

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Filed under Entertainment, Graphics and Image, Information and Search, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Shopping, Social Networking, Tablets, TUP 2018, TUPdate, Usage Patterns

Who are the Apple-only users? (MetaFAQs)

In a world dominated by Microsoft Windows PCs, it can take conscious effort to only use Apple Macs. Also, with an abundance of Google Android and Windows tablets available from many companies, it can take a special loyalty to choose an iPad and also a Mac. Furthermore, with the widest assortment of Smartphones being from anyone but Apple, it’s a further statement of preference and choice to have only Apple devices.

One in eight (13%) of adults with any connected device have in fact made these choices, and are only using Apple Smartphones, Tablets, or PCs, assiduously avoiding Windows or Google Android or Chrome OS devices.metafacts-metafaqs-mq0093-2016-10-23_12-27-02

Who are these Apple-only users? Are they only the socioeconomically elite? Well, yes and no. They do have higher incomes than the average American.

Among adults with only Apple devices, 27% have household incomes of $100,000 or more. This is and index of 137 above the national average for Connected Adults.

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 chapter with substantial information about Apple-Only users is the TUP 2016 Devices Chapter. Other TUP chapters detail iPhones, iPads, Macs, and the overall brand footprint.

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 Demographics & Econographics, Desktops, Devices, Households, Market Research, MetaFAQs, Mobile Phones, Multiple Devices, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016

LinkedIn – what Microsoft gets, doesn’t get, and what’s ahead (TUPdate)

Microsoft recently (June 13, 2016) announced it would be acquiring LinkedIn, the popular professional social network.

New MetaFacts research confirms that LinkedIn’s active members are indeed an attractive demographic, and yet there are headwinds ahead for Microsoft. Our recent Technology User Profile survey of over 10,000 respondents span the US, UK, France, Brazil, and China.

An attractive demographic

Active LinkedIn members stand head and shoulders above the average connected adult professional. In the US, they are 1.4 more likely than average to be employed full-time, and 1.6 times more likely than average to be a college graduate. They are also unique in their employment role, being 1.5 times as likely to be working in Marketing/Communications or in IT/IS, 1.4 times as likely to be a Specialist (e.g., design, engineering), 1.3 times a likely to be a contractor or IT Consultant, and 1.2 as likely to be an Executive or in an HR-related role. A similar pattern holds for the UK, France, Brazil, and China.

Microsoft’s ready access to this important population spells many opportunities for Microsoft, if managed well. With a service relying heavily on user-provided content, and with its members showing a high degree of sophistication, education, and strength, member trust and satisfaction will be especially vital to LinkedIn’s future.

Active Ad Blockers

To the extent Microsoft’s strategy involves increased advertising to LinkedIn members, it faces an existing and growing challenge. LinkedIn members are some of the world’s most advertising-averse. Forty-three percent of active US LinkedIn members use an Ad Blocker on at least one of their connected devices – PCs, Tablets, Smartphones – and in many cases have Ad Blockers on all of them. That is 1.3 times higher than the rate among the average connected adult. This is similar around the world – ranging from 1.1 to 1.5 times higher than average among active LinkedIn members in the UK, France, Brazil, and China.

Microsoft will need to continue to maintain the trust that active LinkedIn members have come to rely on. It’s possible they will whitelist ads on LinkedIn. It’s not as if LinkedIn has been specifically targeted by its members, it’s simply that its members are well above average in the practice of blocking ads across their devices. Adblocking has already been a significant challenge for media giants from the New York Times to the Wall Street Journal as technology users increasingly take control over their experiences.

Apple-endearedApples and Apples

If part of Microsoft’s strategy is to encourage LinkedIn’s active members into (or back into) the Windows ecosystem, then it has a trend to reverse. LinkedIn’s active members are well-endeared and engaged with Apple’s devices and ecosystem. In the US, they are 1.8 times as likely as the average connected adult to be using four Apple OS devices, 1.5 times as likely to be using three, and 1.3 times as likely to be using two. Furthermore, LinkedIn’s members are 1.6 times as likely to be using an Apple mobile PC, 1.4 times as likely to be using an iPad, and 1.3 times as likely to be using an iPhone. This similar pattern holds true in the UK, France, Brazil, and China.

The Microsoft Graph

Major workplace activities used by active LinkedIn members per MetaFacts

Major workplace activities used by active LinkedIn members per MetaFacts

There’s another climb ahead for Microsoft – LinkedIn’s active members are already well on board with many of Microsoft’s types of professionally-oriented offerings, whether from Microsoft or competitors. So, growth ahead will be incremental, and less about mass introduction into new ways of working. With respect to these key workforce activities, this acquisition might be seen as a defensive retrenchment to hold off further encroachment by the likes of Google. At present, LinkedIn’s active US members are 1.8 times as likely as the average connected adult to already be using one of their connected devices to participate in a web-based group meeting, collaborate on work files, or create work graphics/presentations.

Other risks

Microsoft faces other risks. Imagine how a Google, Apple, or other leading-tech HR executive might consider Microsoft’s unprecedented access to their employees and projects. Any of Microsoft’s direct competitors are likely to have concerns about the depth and details Microsoft will have access to with the richness already in LinkedIn. Although Microsoft will undoubtedly take steps to reassure companies that their data is being held secure and not used directly for its own gain, trust will be a key concern for competitors. Some will likely step up their policies to prohibit or discourage user participation on LinkedIn.

The view ahead

At MetaFacts, where we directly measure active market demand, we contend that people matter first. If the members of LinkedIn feel their trust might be compromised, they may flee. Worldwide, there isn’t a single professional social network anywhere near the size or scope of LinkedIn. Rival xing has solid footing in German-speaking countries, while Viadeo is especially strong in France. Potentially, country-specific or language-specific competitors could grow, offering an independent haven for professional social networking. Instead of switching, members may trim their profiles, limit their participation, or simply cancel and close their profile.

Microsoft will need to reactivate the membership. In disclosures shared in the acquisition announcements, LinkedIn shared that of their reported 433 million members, 104 million were active within the prior month. This means less than one-fourth (24%) of its members are currently active. This low activity rate is the lowest of nine major US sites: Facebook, YouTube, WhatsApp, Instagram, Twitter, Google+, Snapchat, and Pinterest. Also, membership growth has increased faster than the share of members which are active, further highlighting the decline in member activity. Microsoft’s resources and support may help reverse those trends.

Source

This TUPdate includes a complimentary brief summary from the Technology User Profile survey of adults throughout the US, UK, France, Brazil, and China. The results are based on a multi-country survey of over 10,000 representative respondents conducted by MetaFacts. Current TUP subscribers can obtain additional analysis and supporting datasets at a substantial discount. Technology companies who want to know more about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

 

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Filed under Cloud Storage, Communication, Demographics & Econographics, Market Research, Market Sizing, Social Networking, TUP 2015, TUPdate, Usage Patterns, Video calling

Coming Face to Face With Newer Technology-Call The Kids

Can You Hear Me Now? (c) MetaFacts

Can You Hear Me Now? (c) MetaFacts

There’s a cartoon making the rounds online about a FaceTiming family. While Mom and the teens can clearly see each other’s faces, Dad doesn’t seem to get it that holding the phone to his ear isn’t the best way to communicate using FaceTime or video calling.
Those of us who are facile with technology products – let’s not be hard on any new users. After all, activities like communication work best when everyone is involved.
Newer technology can be daunting, even those who are well-experienced with one type of technology may be new to another. Age alone does not define who is the most experienced or tech-savvy.
Presence of children is a contributing factor with technology adoption. Based on results from the most-recent wave of Technology User Profile, adults in households with children are more interested in wearable technology. Over half (52%) of adults in households with children agree or strongly agree with the statement “I would love to be the first to use wearable technology.” Adults in households without children aren’t as enthusiastic, with only one-third (33%) similarly agreeing.
Making video calls with services as Microsoft Skype, Apple FaceTime, ooVoo, Tango, Google Hangouts, or the like is done more often among households with kids present. Just over one third (34%) of all Connected Adults who use their devices to communicate make video calls. Among younger (18-39) employed adults with children in their household, well over half (57%) make video calls. Among older (40+) adults who aren’t employed without children present, the number is one-sixth (16%).
Even in one narrow type of activity – communications – there are a wealth of options. From social networking to email and voice or video calls, technology users have choices.(c) MetaFacts
The top-third of the most broadly communicative among us use their Connected Devices for 7 or more types of communication activities – from email to voice calls, text messaging to video calls.
One of the biggest factors separating the most-active communicators from others is the presence of children, along with age and employment status.
Among adults age 40 and up, employed and with children in the household, 39% are in this most-active communicator group. By comparison, only one-fourth (25%) of those without children in the household are as active. The difference is even more striking among the 40+ who are not employed outside the home: One-third (33%) of those with children in the household are the most-active, versus only 13% of those without children.
Video calls and apps like FaceTime are just one mode of communications in active use. Not everyone uses the same mode of communication. While some of us favor email, others prefer text messaging.
For adults with children in the household, several communication activities are used more often than for similar adults without children.(c) metafacts
Writing a blog or online journal is an activity for many more adults in households with children than among those without, at 24% and 14% of Connected Adults, respectively. For making video calls, the gap is slightly narrower at 9% – the difference between 47% of adults with kids and 28% of those without.
In households with any children age 5 and younger, adults use the broadest range of communication activities across their Connected Devices. Just over half (51%) use 7 or more types of communication activities, well above the one-third of Connected Adults this usage level represents.
It was a prescient Groucho Marx who once quipped: “A child of five would understand this. Send someone to fetch a child of five.”
Fortunately, over 63 million adults have children in their households. Whether or not those younger pioneers will be kind and show their elders how to use their devices to communicate remains to be seen. Whether anyone will ever develop an inter-generational translator, so that parents and teens can finally understand each other, is something perhaps too daunting for even the technology industry.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2014 edition. The large-scale survey is in its 32nd continuous year, documenting and detailing the full scope of technology adoption and use. In addition to detailing the many devices adults use to connect and sizing targeted market segments, the survey-based research details what people do with their devices. It reports which activities adults primarily use with which device. For example, TUP reports which market segments use their Smartphones or Desktops as their primary communication device, as well as which devices are primarily for entertainment, shopping, social networking, and other types of activities.

Further results and datasets are available to TUP subscribers, including the full details on these technology users: which devices they intend to buy, which other devices they already actively use, the activities they’re doing and which device they do them with, their complete demographic profile, tech spending, wearable technology, and more.
Technology companies who want to know more about adults with or without children, video callers users, or about their current or future customers can contact MetaFacts to learn how to subscribe to the rich resources of Technology User Profile.

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Filed under Households, Market Research, TUP 2014, TUPdate, Video calling