Tag Archives: Multiple-PC Household

Multi-Platform Usage Shifts-Solid market research from MetaFacts Technology User Profile

Extensive solid information about multi-platform usage shifts–who accesses what technology, and where and how they do it–is available in TUP – Technology User Profile.

As consumers’ options for communication, entertainment, and organization grow, one thing seems to stay the same:  change. The more choices that choosy consumers have, the more choices they want, and if they can get it all in one package–even better. But that may not mean that smartphones are replacing PCs–when you can have all the options in one place, certain consumers prefer a few devices to choose between.

Below are a few examples of questions addressed in TUP related to the multi-platform reality. 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, since it provides dynamic data to answer the following key questions, as well as many others.

  • Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
  • 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?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
  • Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
  • How many device screens do people view? Which market segments view more screens than other segments?
  • How are users communicating, given all their communication options?
  • 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?
  • 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 do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • 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 PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture? Who is videoconferencing, and using which platform?
  • Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected users?
  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • 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?
  • Which segments are utilizing cloud storage or sharing services? For which activities? What is the tech-owning profile of active gamers? Many consumer electronics entertainment products or focused on gaming? Many computers or few? How does this vary by segment?
  • What types and combinations of consumer electronics are homes using?
  • Is the smartphone killing PC shopping?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • Who spends the most hours online?
  • What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
  • How much have PC users integrated PCs into their personal lives?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • Which smartphone OS is leading, and with which market segments?
  • Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • iPhone users – who are they really? How do they compare with Android and Blackberry users?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
  • Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • How much is assisted navigation part of life – and on which platform? Which user segments use which devices or services?
  • How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Which key tech devices are consumers planning to buy? Which segments show the strongest plans and how does this compare to their tech spending?
  • Who is using mobile payments?
  • How prominent is Home PC renting versus outright purchase?
  • 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?
  • What is the impact on privacy concerns on use of social networking?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Which segments are using which tech devices & carriers? For which activities?
  • How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Netbooks – what are true adoption rates, and into which market segments?
  • Most-mobile customers – where do they go and what do they do?
  • How has the division of work vs. personal use of technology products continued to blur?

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.

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

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

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Filed under Consumer research, Households, Market Research, Market Segmentation, MetaFAQs, Mobile Phones, Multiple-PC Household, Statistics, Tech Market, Technology, Trends, TUP 2010, TUP 2011, TUP 2012

Multi-Platform Usage Shifts-Solid market research from MetaFacts Technology User Profile

  • Are Smartphones replacingcou PCs? Have they already? Which market segments have and which haven’t?
  • Have netbooks, tablets, and eReaders replaced desktops?
  • Have GPS/PND devices been replaced by direction-finding smartphone apps?

Extensive solid information about multi-platform usage shifts–who accesses what technology, and where and how they do it–is available in TUP – Technology User Profile.

As consumers’ options for communication, entertainment, and organization grow, one thing seems to stay the same:  change. The more choices that choosy consumers have, the more choices they want, and if they can get it all in one package–even better. But that may not mean that smartphones are replacing PCs–when you can have all the options in one place, certain consumers prefer a few devices to choose between.

Below are a few examples of questions addressed in TUP related to the multi-platform reality. 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, since it provides dynamic data to answer the following key questions, as well as many others.

  • Is the smartphone killing PC shopping?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • How are users communicating, given all their communication options?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
  • How many screens do people view? Which market segments view more screens than other segments?
  • 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? Are smartphones or netbooks changing this?
  • What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
  • Who is videoconferencing, and using which platform?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • How many and which segments are watching and renting movies on which platforms?
  • Netbooks – how soon and with which market segments?
  • Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
  • What is the impact on privacy in use of social networking?
  • Who is using mobile payments?
  • How have PC/Online & Mobile Phone activities changed? How might this affect apps?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
  • Which smartphone OS is leading, and with which market segments?
  • How much have PC users integrated PCs into their personal lives?
  • What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
  • What do users sync or store in the cloud? How does this differ between mobile phones and PCs? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
  • When do you grow up and give up on your Apple? When do get one again, if you do?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • Netbooks – are they replacing notebooks? Stalling smartphones? Withering?
  • Which segments are using which devices & carriers? For which activities?
  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
  • Most-mobile customers – where do they go and what do they do?
  • iPhone users – who are they really? How do they compare with Android, Windows, and Blackberry users?
  • 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?
  • What types and combinations of consumer electronics are homes using and planning to use?
  • In reality, how deeply has the Apple iPod penetrated the market, and into which market segments?
  • How many people use calendars on their PC, their mobile phone, or both? Which types of people are these?
  • How are smartphones challenging mobile PCs? Which market segments are coalescing around which platforms?
  • Is email being replaced by alternatives such as social networking, texting, or IM?
  • How prominent is Home PC renting versus outright purchase?
  • Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
  • What are the overall future trends for the Internet?
  • How has the division of work vs. personal use of technology products continued to blur?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • Which operating systems dominate within which segments?
  • How much of the game-playing population is older versus younger?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • How are users incorporating digital images, through the use of digital cameras, scanners, downloading images, as well as how are they producing output?
  • What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments?
  • Which market segments are dating online? What else do they frequently do online?
  • What about the anti-social – those that aren’t in an online social network? Who are they?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • How prominent is printing images from mobile phones?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
  • Which segments are utilizing the cloud? For which activities?
  • Navigation, online maps, location-based mobile phone services, and GPS – who’s getting directions?
  • Are mobile computers used longer or shorter than desktops? If so, what’s the difference, and who uses them longest?
  • What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
  • How much is assisted navigation part of life – and on which platform?
  • Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
  • How tech-experienced are game-players?
  • Which market segments are renting movies? Are they renting DVDs at a retailer, by mail, or at a kiosk? Do they watch them online?
  • What happens to old PCs? Are they dumped? Recycled? Sold? Which segments dispose in which way?
  • What are the major activities that people do with their printers?
  • What is the tech-owning profile of active gamers? High-bandwidth or dial-up? Many consumer electronics entertainment products or focused on gaming? Many computers or few? How does this vary by segment?
  • 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?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • How do the market segments of mobile phone platforms vary?
  • How social-network active are the various tiers of gamers?
  • How central is game-playing to the general population? How about within certain key market segments?

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.

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

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 2010 edition, and even more questions are answered in the TUP 2011 edition.

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Filed under Consumer research, Households, Market Research, Market Segmentation, MetaFAQs, Mobile Phones, Multiple-PC Household, Statistics, Tech Market, Technology, Trends, TUP 2010, TUP 2011, TUP 2012

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