Tag Archives: Online activities

Tablet-First. Is it a thing? (TUPdate)

Tablet-First. Is it a thing? – a TUPdate by Dan Ness, February 17, 2017

Which comes first – Smartphone? Tablet? Notebook? For a small and steadily growing segment, the tablet comes first as the primary connected device.

Over the last three years, the share of connected adults using a tablet as their primary device has expanded. In our 2014 wave of TUP, we found that 6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2015, the Tablet-First rate had grown to 7% and by TUP 2016, reached 9%.MetaFacts-td1702-tablet-first-trend-metafacts-tup-2014-2016-2017-02-16_10-02-19

It’s not as if these Tablet-First users are only using a tablet. Among Tablet-First users, half (50%) use a Smartphone as their secondary device, followed distantly by a Tower Desktop (15%), Basic cell phone (10%), and Notebook PC (9%). Continue reading

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Filed under Consumer research, Entertainment, Market Research, MetaFAQs, Shopping, Tablets, TUP 2016, TUPdate

How many users make video phone calls using a Tablet? (MetaFAQs)

Video phone calls are ideal when you want to see someone while you’re talking. The larger screens help you see more clearly. At the same time, many phone callers enjoy being mobile, so they can make or take calls when they like. Others enjoy relaxing in a couch or easy chair during calls, which may not be as easy while using a typical desktop PC.

Also, like a Goldilocks story, Smartphone screens are too small, Desktop screens big enough yet not mobile enough, and tablets are just right.

That’s at least part of the calculus for the 18.2 million adults who regularly make personal video phone calls using a Tablet, and 10 million who do so for work video calls.

MetaFacts-Tablet Video Callers

About this MetaFAQ

This brief MetaFAQs is a quick glimpse at current research findings of interest. In addition to profiling the voice and written communication activities of Tablet users, many other related answers are part of the TUP service, available to paid subscribers. One section of TUP 2016 which includes extensive results about Tablets is the TUP 2016 Tablet chapter. This is one of more than a dozen chapters in the entire TUP 2016 study.

These MetaFAQs are brought to you by MetaFacts, based on research results from the 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 Communication, Market Sizing, MetaFAQs, 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

Tech Spending Higher Among Showrooming Buyers

There’s an adage that shoppers vote with their feet, and it can be argued that with the increased use of Smartphones, shoppers are voting with their fingers. Retailers have long wrestled with the balance of generating traffic and having shoppers visit only to ultimately go buy somewhere else. This practice, sometimes called Showrooming, is mostly a reflection of the intelligence and desires of buyers. Using any Smartphones and either a specialized app or even a simple web browser, it’s much easier for consumers to compare prices and products while they are in a brick and mortar outlet.

It might be assumed that shoppers who use their Smartphones to compare products and pricing are low spenders. In fact, the opposite is true.

[Photo courtesy of nobihaya under a Creative Commons license]

[Photo courtesy of nobihaya under a Creative Commons license]

Based on recent primary research by MetaFacts as part of our Technology User Profile (TUP) service, we’ve found that tech spending levels are 37% higher among these careful buyers than the average Smartphone user. Furthermore, tech spending levels are 81% higher than the average Internet-connected adult.

These active buyers are also unique in many other ways, and augmented in-store comparison is an important and long-time growing trend to reckon with.

Source

These results are based on the most recent wave of Technology User Profile, the TUP 2013 edition. The large-scale survey is in its 31st continuous year, documenting and detailing the full scope of technology adoption and use.

For this analysis, MetaFacts is sharing the answers to two key survey questions. The TUP survey gathers tech spending levels for both tech products and ongoing tech services, and split out between types of consumer electronics, computers, imaging, Internet, and other categories. The survey also details what consumers actually do with their many tech devices, including the product and price comparison they do within retailers.

In addition to tracking the regular activities of Smartphones, Technology User Profile details the many devices which online adults use to regularly connect to the Internet. The survey-based research details what people do with their devices, where they spend their technology dollars, and how often they update (or don’t update) their technology products.

Technology companies who want to know more about retail or online shoppers, Smartphone 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 Consumer research, TUP 2013, TUPdate

34% of connected adults actively use 4 or more devices

34% of connected adults actively use 4 or more devices

Connected adults are very connected, with one out of three (34%) regularly using 4 or more Internet-connected devices.

Research results from the forthcoming 2013 edition of Technology User Profile (TUP) detail the many devices online adults use to regularly connect to the Internet. In addition to sizing the market, 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 fun, shopping, graphics, and other types of activities.

Juggling is becoming an important skill.

[Photo courtesy Robbie Veldwijk under a Creative Commons license]

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by | October 6, 2013 · 9:08 pm