Tag Archives: Privacy
Younger adults are moving away from Facebook, even while they continue to use other social networks.
The highest share of adults actively using social networks, although not using Facebook, are adults age 18 to 24. The highest share is among males age 18 to 24, with 15% doing so. That is closely followed by females age 18-24 with 11% doing so.
These two gender/age segments were also the top two Facebook-avoiding groups a year earlier. As we reported in TUP 2016, 14% of males age 18-24 and 12% of females age 18-24 were active social networkers not using Facebook.
Also, this is part of a continuing and growing trend. In TUP 2015 we reported that 10% of males age 18 to 24 and 10% of females age 18 to 24 were active social networkers not using Facebook.
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.
Extensive information about digital music and which people do and don’t use it is available in TUP – Technology User Profile.
Victor Hugo said many years ago: “Music expresses that which cannot be put into words and that which cannot remain silent.” Technology marketers and researchers know how important music is to so many people.
As fickle music-listening consumers continue to change their tastes and preferences, music has been instrumental in encouraging them to try many different types of technology. In particular, music has been the hit to draw consumers through adoption of some products and services, only to abandon those for newer disruptive offerings. The changes are far from over.
Below are a few examples of questions addressed in TUP related to digital music. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies and services 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.
- 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?
- Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
- Which segments are keeping their files, calendars, or other information synchronized or backed up online?
- iPhone users – who are they really? How do they compare with Android and Blackberry users? What types and combinations of consumer electronics are homes using?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- Most-mobile customers – where do they go and what do they do?
- Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
- How are smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- 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 user segments align with which platforms?
- Which smartphone OS is leading, and with which market segments?
- 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?
- How many seniors are online? How is their behavior different than younger online 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?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- 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?
- Who are the true early adopters and laggards? How does this vary by actual usage of specific products and technologies?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- How are users communicating, given all their communication options?
- Who spends the most hours online?
- 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?
- 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?
- 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?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
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 the 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.
Early Independent Research on Google+ Users
By Dan Ness, Principal Analyst, MetaFacts
The earliest adopters of Google+ are a unique slice of highly-active socially-networked users.
Early results are showing a good-news/bad-news combination for Google+:
- Bad news: Early Google+ users are above average among social networkers who have recently unfriended someone, removed content, and adjusted their privacy settings. They are well below average in friending someone, not a very bullish sign.
- Good news: Early Google+ users are also above average among social networkers in clicking ads, RSVP’ing events, playing games, sharing photos, and watching videos
Unlike the launch of Google Buzz, which brought privacy concerns to the fore, Google+, even privacy-adjusters to be trying out Google+, at least so far.
Evidently, Google+ controlled its “field trial” launch, inviting and allowing in a carefully selected audience. Over half are highly experienced tech users, with 16 or more years under their belt since they used their first PC, and 12 or more years using a mobile phone (smartphone or basic feature phone).
In the coming year, it’s unlikely to see an either/or scenario between Google+, Facebook, and Twitter. Instead, the most-active social networkers will simply expand their experience, influence, and content across an ever-wider network. The privacy-conscious and ad-averse are likely to remain in the shadows or with minimal involvement. Up for grabs is the largest middle segment, and this group is most likely to wait and watch for a simple and safe experience which piques their interest. This will come in the form of competitive apps on Facebook, extensions to Twitter, or further innovation from Google.
Background and Methodology
Google+ came live shortly before the fielding of the 29th year of the MetaFacts Technology Survey, so we expanded the comprehensive user survey to include Google+ along with other social networks.
The Technology User Profile survey is independently conducted by MetaFacts. The syndicated research original service provides solid sizing and segmentation information about technology use, uniquely allowing for deep dives into use of competitive and substitute products as well as interactive segmentation and profiling.
Based on surveys with thousands of representative respondents reached by telephone and online, the MetaFacts Technology User Profile Service survey the entire range of information technology users. The full market is surveyed, from those with the richest collection of products such as Smartphones to Tablets and Netbooks, to those who don’t even use a mobile phone or PC.
Soon we will be releasing key takeways about the earliest adopters for the new service. Watch this site – technologyuser.com – for brief, complimentary updates. For full details, a special Google+ Flash Report will also be available at a special rate. Send a request to be notified of availability. Subscribers to the 2011 Technology User Profile services will receive updates directly.