Tag Archives: Millennials

Digital Feathernesters – it’s not only generational (TUPdate)

Millennials have been getting a bad rap lately, with pundits suggesting that they’re squandering their financial futures on avocado toast or cold brew. While our TUP study doesn’t track café treats, we’re finding robust spending on technology devices and services by millennials. Among millennials, homeowners outspend their home-renting counterparts by far.

Based on our most recent wave of TUP – Technology User Profile 2017 US – millennial homeowners are far more likely than millennial renters to be using an Apple Watch or Google Wear smartwatch. Furthermore, they’re well above all other groups in using tech devices they don’t own – such as an employer-provided mobile phone, e-book reader, or tablet. They stand out for having their nest feathered by entertainment devices such as home projectors and OTT TV devices such as an Amazon Fire TV or Google TV. Also, these digital feathernesters are more likely than average to be protecting their homes with smart locks and video doorbells.

Differences in tech usage by homeownership status is not only about age, since Generation X homeowners are also well above GenX renters. Interestingly, the mix of devices used by GenX homeowners is like those used by Millennial homeowners, although at lower levels.

Millennial homeowners are a substantial market segment, making up nearly one in four connected adults. This group is only slightly larger than the 20% which are GenX homeowners and the 22% which are boomer homeowners. Renters are the smallest share of connected adults in every age group. Among millennials, a higher share are renters than the rate in other age groups, although homeowners still outnumber renters by nearly two to one.

Looking ahead

Millennial feathernesters have impressive plans, with their tech purchase intentions higher than any other age or homeownership group. Their plans which are strongly higher than the plans of other age and homeownership groups span nearly all types of devices: notebooks, tablets, and smartphones.

Homeownership status is less of a factor among GenX. Unlike the pattern among current tech users, GenX homeowners don’t have substantially stronger plans than do GenX renters. And among Baby Boomers, the pattern is slightly reversed. For many tech products, especially the most-mobile devices, a higher share of Boomer renters plan to purchase notebooks, tablets, smartphones, and desktop PCs than do Boomer homeowners.

Notes

For decades, MetaFacts has focused on research technology usage and adoption, and segmented users by a wide variety of sociodemographic and behavioral factors. This helps us support our wide variety of clients, some of who use different segmentation and analysis approaches that change over time. While many of our clients employ proprietary segmentation approaches, others seek to analyze the market using more publicly-available or convenient standards.

Analysis by age is one widely-used view, and often a productive starting point for deeper analysis. In some cases, age is a key component of life stage, reflecting passages such as adulthood or retirement. In other cases, birth year is used to identify a generational group. Segmentation approaches seek to identify groupings of people who as similar to each other as they are different from members of other groups.

For the analysis in this TUPdate, MetaFacts has categorized online adults into the following age groups:

  • Millennial adult (born 1981-1999, age 18-36)
  • Generation X (born 1965-1980, age 37-52)
  • Baby Boomer (born 1946-1964, age 53-71)
  • Silent+Greatest Generation (born 1945 and before, age 72+)

In our standard TUP analysis, we often split Millennials and GenX into younger and older groups, since much of the technology adoption varies within each of these groups.

MetaFacts continues to conduct custom analysis of the groupings that are the most useful with respect to their use and adoption of technology, as well as with respect to broader sociodemographic and behavioral analysis.

We’re also monitoring the ongoing discussion among the research community around the possible name of the next generation following Millennials. In January 2018, a New York Times reader request turned up suggestions such as “memelords”, “iGeneration”, “deltas”, or “Generation Z or GenZ”.

Source

This post 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 survey, from TUP 2017, its 35th consecutive wave, as well as previous waves. Comparable results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

 

 

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Filed under Consumer research, Demographics & Econographics, Market Research, Market Segmentation, Market Sizing, TUP 2017, TUPdate

Do millennials use more or fewer printers than others? (MetaFAQs)

There’s a broad misconception that younger adults aren’t printing as much as the pioneers who’ve gone before them. That could be a negative sign for the future of major printer manufacturers from HP and Epson to Brother, Lexmark, Dell and Canon.

Do millennials use more or fewer printers than others?

Our research shows that millennial adults (age 28-35) use more printers than the average connected adult.metafacts-metafaqs-mq0011-2016-10-31_09-29-55

On average, they regularly use 1.8 printers, the most used by any age group. Furthermore, just over half (51%) use 2 or more printers.

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

As we’ve reported in other TUP findings, millennials are resourceful in using many devices at home, their workplaces, and also owned by others.

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.

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Filed under Graphics and Image, MetaFAQs, Printers, TUP 2016

Half of Smartphones being used by Millennials, lead by HTC not Apple (TUPtip)

(a TUPtip from MetaFacts – October 12, 2012)

Just over half (51%) of Smartphones used by online U.S. adults are being used by Millennials, according to the latest survey results from Metafacts Technology User Profile.

These subscribers born between 1977 and 1994 and age 18-35, make up the highest share of HTC Smartphones, and index at 115, with a statistically higher share than Apple, Samsung, LG, Motorola, or RIM, at a 99% confidence level.

Among major smartphone brands, RIM has the lowest share of Millennial subscribers. Instead, their highest share is among Younger Baby Boomers (born 1955-1964, age 48-57).

Current Technology User Profile 2012 subscribers can access this information in the Mobile Phones and Smartphone sections of the Mobile Phones Chapter, or use MarketSight to dive more deeply into which market segments have the highest and lowest penetration.

We suggest reviewing the tech spending patterns of Millennials versus other groups, as well as their employment status and mobile phone churn intention.

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Filed under Mobile Phones, Statistics, TUP 2012, TUPtip

Technology Consumer Demographics – solid market research from MetaFacts Technology User Profile

Extensive information about technology consumer demographics is available in TUP – Technology User Profile.

It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.

Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.

Below are a few examples of questions addressed in TUP related to technology consumer demographics. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece.

  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • How many seniors are online? How is their behavior different than younger online users?
  • Which smartphone OS is leading, and with which market segments?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Is social networking only for certain age groups?
  • How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
  • How does PC and online usage vary across segments such as workplace company size or industry?
  • What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
  • Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
  • Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • What is the impact on privacy concerns on use of social networking?
  • How much of the game-playing population is older versus younger?
  • What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Who is printing coupons?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • How central is game-playing to the general population? How about within certain key market segments?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Most-mobile customers – where do they go and what do they do?
  • Who spends the most hours online?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • How tech-experienced are game-players?
  • How much have PC users integrated PCs into their personal lives?
  • How has the division of work vs. personal use of technology products continued to blur?
  • Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from?
  • What types and combinations of consumer electronics are homes using?
  • How many and which segments are watching and renting movies on which platforms?
  • How do market segments vary in demand opportunities for tech products and services?
  • To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
  • Which market segments are dating online?
  • What else do they frequently do online? Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • Which social networking sites are used most frequently by which segments?
  • How tech-sophisticated are game-players, within key gaming segments?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • Which market segments are blogging? How do they compare to social networkers?
  • How are users communicating, given all their communication options?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
  • Which PC brands dominate the PC market? How does this vary within market segment?
  • Are Apple’s best customers really unique?
  • What about the unemployed? Are they more or are they less tech-focused?
  • What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
  • How is HP’s PC penetration within the overall HP footprint?
  • How PC/Online & Mobile Phone activities compare? How is this different for Tablets or eBook Readers? Which segments use which device for the most activities?
  • Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
  • Which industry groups have varied levels of tech product adoption?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • How rich is the user’s printing experience? Do they use only one printer or more than one? For multi-printer users, which ones do they use? Who are the most-active printer users?
  • Tracfone for oldsters? Who has the oldest segment by carrier?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • iPhone users – who are they really? How do they compare with Android users?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?

If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.

MetaFacts, Inc. helps technology marketers find and measure their best and future customers. This is all done using standard market research survey methodologies that do not use or share any personally identifiable information. All results are gathered with the clear and simple permission of survey respondents.

Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full datasets.

For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.

The above questions are answered with the TUP 2012 edition, and most are also answered in many other TUP editions for ready trend comparison.

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Filed under Consumer research, Households, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2012, TUP 2013, TUP 2014, TUP 2015, TUP 2016, TUP 2017