Apple’s most recent release of Apple MacBooks – this time with their own silicon – are launching at a favorable time. Demand for a new notebook/laptop is strongest among current Apple MacBook users.
MetaFAQs are answers to frequently asked questions about technology users. They are drawn from the MetaFacts TUP/Technology User Profile datasets, the latest research developed through surveys. TUP/Technology User Profile 2020 is in its 38th continuous year.
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Vinyl turntables?! Windows XP?! Basic cell phones?!
Is it true that users of older technology are uninterested in new technology? We tested that hypothesis using several indicators, and found that this stereotype is partly true, and partly not true. We’ve found an interesting group that spans the old and the new, and who are distinct from those who match the laggard stereotype.
Users of older technology are a substantial part of the marketplace. While some slog along with what they have, others eagerly anticipate and even create the future. More pedestrian ones hold on to what they have because they aren’t seeing the value in new technology products and services, or don’t have the means or motivation to do so.
Based on our most research results, from the MetaFacts Technology User Profile (TUP) 2018 wave, 18% of online adults globally use a basic feature phone and 4% use a turntable to play vinyl records. This is based on our balanced survey of 14,273 adults actively online using any PC, mobile phone, tablet, or game console.
Many types of older products are also in everyday use. One in eight (12%) of the primary PC being used by adults was acquired in 2013, two years before Windows 10 was released to the public. One in twelve online adults (8%) are using a printer as old, and one in sixteen (6%) are using a tablet also from 2013 or earlier.
Old-school isn’t necessarily old, as vinyl record turntables have toyed with a resurgence over the last decade. They’ve recently withered into usage by only one in twenty-five (4%) online adults.
However, this small and stalwart group has substantially broader and more ambitious technology purchase plans than most online adults, and certainly more than those who simply hang on to old PCs, tablets, or printers.
Turntable users are 3.5 times as likely, or more, to be planning to purchase a 3D printer, home projector, or portable Wi-Fi hotspot. They also stand out for their strong interest in Google Android/Chrome devices – whether a Chromebook, Chrome desktop, or for a Wi-Fi Android tablet. They also have the highest intentions to purchase an Apple iPod Touch, the almost-iPhone quietly targeted as a music or social communication device.
These same technology products have lured the interest of another group – basic feature phone users – although to a lesser extent. These simple cellphone users have above-average intentions for each of these same products.
Does these mean that the future for 3D printers and Chromebooks are only among these small segments? No, it’s that innovation and openness attracts other segments besides the newest-technology crowd.
In fact, the desires and intentions of these music-loving, vinyl-spinning innovation and novelty seekers run circles around the average online adult.
About this TUPdate
This TUPdate 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 2018 survey, its 36th consecutive wave. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.
The Gift of a Home PC – A TUPdate by Dan Ness, November 3, 2017
Many Home PCs arrive wrapped with a bow, having been a gift from some well-meaning friend or family member. In our most recent wave of Technology User Profile (TUP 2017 US), we found that 11% of recently acquired (2016 or 2017) Home PCs were acquired as a gift.
Many of the gift Home PCs came with more than wrapping and a bow, with a higher-than-average share bundled with a scanner, monitor/display, and printer. It stands to reason that these generous donors are including their used scanners, monitors, and printers.
Tech Purchase Plans – some wins and some fails – a TUPdate by Dan Ness
Some tech products seem to be on everyone’s shopping list, and yet that’s not really the case. Well, certainly smartphones and mobile PCs rank near the top, as they have for years. However, several highly-publicized products haven’t ranked in the top 20 while other less-acclaimed standbys continue to rank well.
Smartwatches by anyone except Apple or Google? Home Thermostats? Chromebooks? They’re not in the top 20, languishing along with basic feature phones. Only a small number of tech buyers are showing true interest.
Diving into the purchase plans from our most recent wave of Technology User Profile (TUP 2016), we’ve identified some very interesting patterns.
What are the top-planned tech products?
Smartphones top the list of purchase plans, with the majority being among those who already use a smartphone. Gaming PCs are strong, with Gaming Desktop PCs drawing nearly triple the interest of Gaming Notebook PCs. Traditional Notebooks continue to rank strongly, while other mobile PC plans are split between 2-in-1 and convertible designs.
Fitness trackers show promise, handily outranking plans for smartwatches by Apple, Google, or any of the many languishing others.
Two products continuing to show steady demand are the venerable Printer and Tower Desktop. Both continue to be ranked in the top 10 for interest.
Apple’s iPad continues to show solid interest, benefiting from recent product refreshes. Plans for Android tablets, however, don’t measure up to Apple’s.
Hits for key segments
What’s interesting is that most tech plans are not evenly spread across all technology users, and instead several key segments have plans that stand out from the pack.
Any tech purchase plans by age
One simple difference between those planning and those not planning – age. Tech purchase plans are stronger among younger than older adults.
Younger adults have stronger plans to purchase any of the 30 tech products we surveyed respondents about. Adults age 30-34 are the peak group with overall purchase plans, with 77% planning to buy at least one product in the coming year. At the other end of the age spectrum, adults age 70 or above are the nadir group with respect to purchase plans, with 29% planning to buy any of the surveyed tech products.
Sigma analysis show youthful intensity
A summation analysis reveals stronger purchase intensity among younger than older adults. The sigma – summation of the plans for all of the respective tech products – shows that adults age 30-39 have the strongest plans of any age group. This is a more intensive curve than the above penetration analysis, reflecting the much broader range of plans among younger adults.
The six most-age-skewed tech products
Six tech products stand out for being age-skewed – with the largest differences between plans among older and younger adults.
Gaming Desktop PCs are at the top of the list, with respect to the widest difference between those with and without plans by age groups. It’s not as if these tricked-out desktops are only pulled towards the youngest among us. The group with the strongest plans are adults age 30-34, which reflects in part that these older adults have the means to pay for these more-powerful PCs. It is also due in part that older adults have more PC usage and experience, with productivity activities as in game planning.
Smartphones – both Apple iPhones and Androids – are more popular with younger than older adults. Since younger adults have higher penetration of smartphone usage than older adults, this reflects a strong replacement market. Conversely, low interest levels also reflects a low likelihood for the smartphone market to strengthen its penetration among older adults.
PC purchase intentions are strongest among age 35-39 adults for more than one PC form factor. This reflects the desire for expanded PC use among this important segment, and also this group’s openness to have PCs which are packaged in different formats.
Something for each, but not every, age group
There’s something for everybody. Each age group has its preferences, with some products at the top of mind of nearly every age group. While looking at the top three ranked products within each age group, we found some interesting patterns. Apple’s iPhone is singular because it’s top-ranked in all groups – in the top three for all 11 age groups. Android Smartphones aren’t very far behind, being top-ranked in 9 groups. That the two oldest groups didn’t report Android Smartphones on their future purchase list may be due in part to the phone or carrier brand having stronger recognition than the Google Android operating system.
Three tech products are strongest among generally older groups – traditional notebooks, printers, and fitness trackers. That 7 of the 11 age groups rank traditional notebooks in the top of their shopping list bodes well for the venerable PC.
Although wearables such as Apple’s Watch and Google Wear have garnered much media attention, neither are in the top three for any age group. One wearable is, though, and it’s fitness trackers. Despite advertising often featuring slim younger women in yoga pants, fitness trackers only rank among the top three items for adults who are age 70 and above. This category is partly an example of aspirational marketing, appealing to those who want to be something they aren’t (yet).
The Apple iPhone is among the top 3 for all 11 age groups
Android Smartphone – ranked in 9 age groups – younger adults
Traditional Notebook – ranked in 7 groups – older adults
Printer – ranked in 4 age groups – generally older adults
Gaming Desktop PC – ranked in 4 age groups – younger adults
Fitness Tracker – only ranks in the top 3 in one age group – age 70+
The six most-spending-skewed tech products
Six tech products stand out based on analysis of consumer tech spending by quartiles. Top spenders – those in the top 1/4th of total household tech spending – are above average in their purchase plans for nearly every tech product. What’s interesting are the tech products which have captured above average interest among the next tier of buyers – those that are in the 3nd-highest quartile of total tech spending.
Within this spending segment, the six tech products which show above-average plans include three Apple products, three wearables, and a fun-oriented category.
The uniquely-strong products from Apple include the iPhone, iPad, and Watch. Apple’s regular product line refresh has helped keep interest high.
Interestingly, interest for fitness trackers outpaces smartwatches, even among the biggest spenders. This supports, in part, the notion that cost would be a primary barrier to smartwatch adoption. Even more so, it reflects the early stage wearables have in the user’s device collection. There is still plenty of experimentation ahead, as entrants come and go, as ecosystems flower and fade, and mostly as more mainstream users integrate wearable devices into their regular activities.
What you have today – and what you’ll have next – Plans by current device combination
Our research continues to show that future tech purchases are strongly affected by consumer’s current products. Two device combinations stand out as those with the strongest tech purchase plans. Users with a desktop, notebook, mobile, and a tablet make up 31% of connected adults, and those with a notebook, tablet, and mobile phone are 10% of adults. Users with other combinations have tech purchase plans below average.
Five tech products stand out by having stronger-than-average plans among these two popular combos. The Apple iPhone tops the list, with 13% of all connected adults planning to buy one. For those with all four devices – desktop, notebook, tablet, and mobile phone – 19% plan to get an Apple iPhone, well above the average. Those juggling three devices – notebook, tablet, and mobile phone – are also above average in planning to get an Apple iPhone, with 16% planning to get one.
Purchase plans for traditional notebooks are also strong, and in this case strongest among this 2nd-ranked combination, representing an additional or replacement notebook for 13% of adults. Plans for the largest combination segment are also stronger than average, at 11% of these adults.
Other above tech products for both of these device-combination segments include a Fitness Tracker such as a FitBit, an Apple iPad, and an Android Tablet.
Looking ahead, we expect the tech-device-rich to get tech-richer, with those who have the broadest collection of technology products and services to remain within that segment of super-tech users. Wearables are still having a tough time finding interest among a broad market, much less finding broad adoption.
About this TUPdate
This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on the most-recent results of the MetaFacts Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US). Trend information is based on prior waves. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Current TUP subscribers can tap into any of the following TUP information used for this analysis or for even deeper analysis.
Numerous TUP sections feature analysis of spending plans. These include the Overview, Age Ranges, Age, Gender, Adoption Summary, PC Adoption, Mobile Phone Adoption, Adoption Years, Device Combinations, Primary and Secondary Devices, Devices OS Ecosystems, Brand Footprint, Key Devices, Key Devices/OS, Home-Family PCs, Recently Purchase PCs, Purchase Year, Tablets, Mobile Phones, Smartphone, Basic cell phone, Smartphone Data, Lines, Spending, Wearable Technology, Hearables/Listening, TVs, Music Players, and Social Networks sections.
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Inertia is a major factor among consumers, with many staying out of habit, comfort, or their perceived cost of switching. While many stay with the adage, “if it ain’t broke don’t fix it”, others seek to try something new. With each new product release, competitors actively seek to win (or win back) customers either with competitive moves or disruptive technology.
In the Smartphone market, one closely-watched metric is the movement from one ecosystem to another. Are subscribers staying within their existing operating system or brand family, or are they defecting and making a switch?
Based on the most recent wave of TUP, 5% of Android Smartphone users have plans to acquire an Apple iPhone within the next 12 months. This is a small percentage and yet is on par with the share of iPhone users who are planning to move to an Android Smartphone.
Fortunately for Apple, a similar share of Windows Smartphone users also plan to purchase an iPhone.
More importantly, Apple’s customers plan to stay loyal. The share of current iPhone users planning to acquire another iPhone is substantially higher, nearly six times higher.
About this MetaFAQ
This brief MetaFAQs is a quick glimpse at current research findings of interest. In addition to profiling the purchase plans of Smartphone 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 printers, printer users, and printing activities – the TUP 2016 Mobile Phones 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 TUP/Technology User Profile.
For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
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