Tag Archives: Multi-PC Households

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

Apple’s future – who is Apple attracting?

Apple is drawing a potentially profitable audience: non-Apple households shopping at Apple’s retail stores have a larger than average household, with two-thirds (67%) having 3 or more household members. Certainly, those other members might benefit from an additional PC. While five-ninths (56%) have more than one Home PC, that’s smaller than the over two-thirds (68%) of Apple households with two or more Home PCs.

Attracting and serving future generations has been a persistent part of Apple’s strategy, and that might be needed in the present, although towards an even-younger audience. The almost-there untapped-market of households without Apples that are already frequenting Apple retail stores includes a disproportionately-high concentration of kids. In non-Apple households shopping at Apple retail stores, over one-fourth (28%) have kids age 7 to 12, and 29% have kids 6 and under. That’s nearly double the rate among Apple households, at 16% and 15%, respectively.

One other mildly positive sign for Apple’s future: A fair number of non-Apple households shop at the Apple website. 7% of non-Apple households have recently shopped online with Apple, compared with 24% of Apple households. Although this non-Apple number is not huge, it’s noticeable. Apple is making many efforts beyond personal computing to drive traffic to its sites, stores, and brand. Beyond personal computers, this ranges from iPhones to iPods.

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This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent surve-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

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 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, Multiple-PC Household, TUP 2008

Reality – Windows XP is still king, and mixed households are the new norm

The reality is that technology adoption doesn’t change overnight, despite hype, millions of dollars of advertising & marketing, and the best efforts of experienced experts. A case in point is the installed base of personal computers and their operating systems.

XP is still the dominant operating system in households in 2008. Vista is present in 23% of the households while XP still holds strong with 81%. Older versions of Windows are in one out of 20 households.

Households that have upgraded to Vista are more likely to have their Primary Home PC set up with this operating system, while half of the second and third PCs are set up with XP.

Vista households have two-thirds (69%) of their primary PCs operating Vista and one-third (28%) of their primary PCs set up with XP.

  • Half (45%) of the Vista households with a second PC are running XP while the other half (47%) are running Vista.
  • Half (50%) of the Vista households that have a third PC are running XP while 4 out of 10 (39%) are running Vista. One in 20 (5%) are Apple or Macintosh OS.
  • Only one in 20 (6%) Vista households with a second PC is running an older Windows OS (i.e. 2000, 98, NT, ME).
  • One in 10 (7%) Vista households with a third PC is running an older Windows OS (i.e. 2000, 98, NT, ME).

XP households tend to standardize on XP, and have other operating systems on their other PCs, but at a very low level.

Nine out of ten (91%) XP households have their primary PCs running XP and only 1 in 20 (6%) operating Vista.

  • Eight out of ten (81%) XP households with a second PC have it set up with XP while one out of ten (11%) have Vista. One out of 20 (5%) are an older version of Windows OS.
  • Eight out of ten (76%) XP households that have a third PC are running XP and only one out of ten is running Vista (11%). One out of ten is likely to be an older version of Windows (7%) and one out of 20 is an Apple (5%)

Older Windows Households have a unique mix of Microsoft operating systems. More than half (54%) of the Older Windows Households have an older version of Windows OS (i.e. 2000, 98, NT, ME) running their Primary PC. While a little less than half (45%) of the Primary PCs in these households have a newer version of Microsoft OS; XP accounts for 35% while Vista accounts for 10%.

  • Over half (54%) of the Older Windows Households that have a second PC have it set up with an older Windows version. Four out of ten (38%) have XP on their second PC and only one in 20 (6%) have Vista.
  • Six out of ten (57%) Older Windows Households that have a third PC have it set up with an older Windows version. Three out of ten (34%) are set up with XP and one in 20 (5%) are Vista.

Households that have at least one Apple PC and have more than one PC may have those other PCs running a Window OS.

  •  Seven out of ten (67%) have the Primary PC with an Apple-based OS. One out of 10 (7%) have a Vista on their Primary PC; two out of ten (23%) have XP on their Primary PC.
  • For Apple Households that have more than one PC, half of the second and third PCs are Windows-based PCs, while the other half are Apple-based PCs.

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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 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

Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge

In its earliest days, Apple computers were often snuck into companies. Often, in order to throw IT and accounting departments off the track, they would be expensed as office supplies.  Now, Apple is starting to make inroads into homes in a somewhat reminiscent way. While not (yet?) the primary Home PC, as the 2nd or 3rd Home PC, Apple stands a chance to challenge the Windows majority standard.

Apple has not had a dominant share of the overall Home PC market for decades. Still, Apple has raised its rank among U.S. households by recent gains in Home PC purchases.

Apple’s current share of the installed base of Home PCs is 6%, ranking it fifth among PC brands.

Apple’s foothold in homes is not (yet) as the primary PC. Only 5% of these most-used Home PCs are Apple. Where Apple shines is as the 3rd PC, with 8% of 3rd Home PCs, the fifth-ranked position.

Apple's Share & Rank in the Home PC Installed Base - Apple Profile Report 2008

Apple’s Share & Rank in the Home PC Installed Base – Apple Profile Report 2008

This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent survey-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

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 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

Leave a Comment

Filed under Consumer research, Market Research, TUP 2008

Apple Strengthens Home Share With Notebooks and as 2nd and 3rd Home PC, according to MetaFacts Apple Profile Report 2008

Press Release – September 9, 2008

Apple Strengthens Home Share With Notebooks and as 2nd and 3rd Home PC, according to MetaFacts Apple Profile Report 2008

Brand Loyalty At All-Time High, Apple Retail Stores Drawing New Buyers

Apple has increased its Home notebook PC share to now rank #4 in the home installed base. It has strengthened its position among the socioeconomically elite, attracting the younger, more highly-educated, and higher income households, as well as the self-employed, according to the Apple Profile Report 2008 from MetaFacts, Inc.

“Like the camel slipping its nose under the tent, Apple is reaching into American households as the 2nd or 3rd Home PC,” said Dan Ness, Principal Analyst at MetaFacts. “Where Apple shines is as the 3rd PC, ranking fifth with 8% of 3rd Home PCs, and ranking fourth in notebook PCs, also at 8% of the installed base.”

Apple Profile Report 2008

Apple Profile Report 2008

Apple home computers are used differently than Windows home PCs, more often for web content creation, graphics, and personal activities. Twenty-one percent of Apple Home PCs are used in public places, nearly double the 12% of Windows Home PCs that are used in public.

“If you look around at a Starbucks or cybercafé, you might think the whole world’s gone to Apple,” said Dan Ness, Principal Analyst at MetaFacts. “Apple users are very active and use their notebooks in more locations than Windows notebook users.”

The survey also revealed strong repurchase brand loyalty. “Apple continues to command the strongest repurchase intent of any PC brand. More than four in five (81%) of households with Apple as their primary Home PC plan to buy the same brand – Apple – for their next Home PC,” said Ness.

Other findings in the Apple Profile Report 2008 include:

  • Workplace Apples are dominated by 5 occupational groups: Teacher, Artist/Designer/Performer, Management, Clerical, Consultants
  • iPod penetration among Apple Households is extremely strong, and also strong in non-Apple households yet with weaker buying plans
  • The installed base of Apple Home computers are newer than the base of Windows Home PCs
  • Apple Households shop differently than non-Apple Households, more likely to be in a Barnes & Noble, Borders, or Target, and less often in a Wal-Mart
  • Apple’s retail stores are attracting many non-Apple households, a strong positive sign for Apple
  • The kind of non-Apple households shopping or buying at Apple retail have many more kids, also a strong positive future sign for Apple

The Apple Profile Report 2008 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. Respondents were carefully selected to be representative of all American adults and households.

The Apple Profile Report 2008 is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

MetaFacts will also soon be releasing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and other topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile 2008 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 http://technologyuser.com/contact/ 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.

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Filed under Consumer research, Households, Statistics, TUP 2008