Extensive information about mobile phones is available in TUP – Technology User Profile.
Both smartphone and basic feature phones today are much more than a phone. At least, they can be. With all the capabilities of the modern mobile device, it can be difficult to discern what exactly which consumers are after which capabilities, and what they ultimately use. Do they use their phone for the texting, for the web, or as a PDA? As a camera or a gaming tool? Or do they use it mostly as a traditional telephone? These questions beg for extensive answers that only careful, detailed market research can provide.
Below are a few examples of questions addressed in TUP related to mobile phones. 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 answers to these and many other key questions.
- Which smartphone OS is leading, and with which market segments?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- How are users communicating, given all their communication options?
- How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
- How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- How prominent is printing images from mobile phones? How about from tablets?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- Which segments are using which tech devices & carriers? For which activities?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What makes a smartphone a smartphone in the consumer’s eyes? How does usage compare to basic mobile phones? What are the user segments and usage profiles?
- How much have PC users integrated PCs into their personal lives?
- Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
- Which segments have recently paid for a downloaded mobile phone app?
- Who is videoconferencing, and using which platform?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Are Apple’s best customers really unique?
- Tracfone for oldsters? Who has the oldest segment by carrier?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- Who is using mobile payments?
- 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?
- How many display screens do people view? Which market segments view more screens than other segments?
- How do Verizon’s subscribers compare to AT&T’s?
- Most-mobile customers – where do they go and what do they do?
- Is the smartphone killing PC shopping?
- 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?
- To what extent does game-playing drive online usage specifically and tech usage overall?
- What is the impact on privacy concerns on use of social networking?
- How strong is name-brand dominance?
- How social-network active are the various tiers of gamers?
- 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?
- Which key tech devices are consumers planning to buy? Which segments show the strongest plans and how does this compare to their tech spending?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- Which social networking sites are used most frequently by which segments?
- Who spends the most hours online?
- Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected users?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- 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?
- Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
- 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?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- Navigation, online maps, location-based mobile phone services, and GPS – who’s getting directions?
- 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?
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 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.