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Technology Consumer Demographics – solid market research from MetaFacts Technology User Profile

Extensive information about technology consumer demographics is available in TUP – Technology User Profile.

It’s not enough to know that someone may buy your product or service – it’s vital to know who and how many. True technology marketers and researchers know well how important it is to understand their current and future customers.

Often, the fabled early adopters have had a different demographic makeup than expected, causing serious mistakes and disconnects. The changes are far from over.

Below are a few examples of questions addressed in TUP related to technology consumer demographics. 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.

  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
  • How many seniors are online? How is their behavior different than younger online users?
  • Which smartphone OS is leading, and with which market segments?
  • Do PC users behave differently as they gain more experience? Are Newbies or Vets mostly focusing on certain activities versus a broad mixture?
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
  • Is social networking only for certain age groups?
  • How do the market segments of mobile phone platforms vary? How does compare to Tablets and other key devices?
  • How does PC and online usage vary across segments such as workplace company size or industry?
  • 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?
  • 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 Apple users “grow up and give up” their Apple? When do they get one again, if they do?
  • What is the impact on privacy concerns on use of social networking?
  • How much of the game-playing population is older versus younger?
  • What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
  • Who is printing coupons?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • How central is game-playing to the general population? How about within certain key market segments?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Most-mobile customers – where do they go and what do they do?
  • Who spends the most hours online?
  • Which segments are the most music-intensive? What is the overlap of music-centered products and services by segment?
  • How tech-experienced are game-players?
  • How much have PC users integrated PCs into their personal lives?
  • How has the division of work vs. personal use of technology products continued to blur?
  • 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 types and combinations of consumer electronics are homes using?
  • How many and which segments are watching and renting movies on which platforms?
  • How do market segments vary in demand opportunities for tech products and services?
  • To what extent do tech shoppers focus on certain channels for certain products versus staying with a smaller number of outlets?
  • Which market segments are dating online?
  • What else do they frequently do online? Have game-players been the first to adopt new products such as the Apple iPhone? Or, are they generally later adopters?
  • Which social networking sites are used most frequently by which segments?
  • How tech-sophisticated are game-players, within key gaming segments?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • Which market segments are blogging? How do they compare to social networkers?
  • How are users communicating, given all their communication options?
  • How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
  • 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?
  • Which PC brands dominate the PC market? How does this vary within market segment?
  • Are Apple’s best customers really unique?
  • What about the unemployed? Are they more or are they less tech-focused?
  • 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?
  • How is HP’s PC penetration within the overall HP footprint?
  • 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?
  • Beyond paper or plastic: which types of ink & toner are printer users buying? New or refilled? Original or competitor?
  • Which industry groups have varied levels of tech product adoption?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • 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?
  • Tracfone for oldsters? Who has the oldest segment by carrier?
  • How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • 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?
  • How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • iPhone users – who are they really? How do they compare with Android users?
  • Which segments are keeping their files, calendars, or other information synchronized or backed up online?
  • Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?

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. This is all done using standard market research survey methodologies that do not use or share any personally identifiable information. All results are gathered with the clear and simple permission of survey respondents.

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

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 many other TUP editions for ready trend comparison.

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Filed under Consumer research, Households, Market Research, MetaFAQs, Statistics, Tech Market, Trends, TUP 2012, TUP 2013, TUP 2014, TUP 2015, TUP 2016, TUP 2017

Social Networking – solid market research from MetaFacts Technology User Profile

Extensive research information about social networking is available in TUP – Technology User Profile.

Social networking, like other forms of communication and community, is what makes technology usage expand.  People will always be on the lookout for new ways to communicate, whether it be with friends, strangers, or prospective colleagues.  The popularity of social networking sites can make ordinary phones and email less interesting to the modern consumer, increasing demand for smarter smartphones and faster Internet connections.

At the same time, privacy concerns, information overload, and innocent and criminal abuses can dampen the enthusiasm or participation for some market segments.

Below are a few examples of questions addressed in TUP related to social networking. 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; it’s a resource that can answer these and other key questions.

  • Which social networking sites are used most frequently by which segments?
  • Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
  • How are users communicating, given all their communication options?
  • 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?
  • 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?
  • Is social networking only for certain age groups?
  • 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 much have PC users integrated PCs into their personal lives?
  • Which market segments are blogging? How do they compare to social networkers?
  • 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 is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
  • 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? Are smartphones or netbooks changing this?
  • How many display screens do people view? Which market segments view more screens than other segments?
  • Who spends the most hours online?
  • Most-mobile customers – where do they go and what do they do?
  • Which market segments are dating online? What else do they frequently do online?
  • Which smartphone OS is leading, and with which market segments?
  • What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
  • What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
  • 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?
  • How has the division of work vs. personal use of technology products continued to blur?
  • How social-network active are the various tiers of gamers?
  • Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
  • 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?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • 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?
  • iPhone users – who are they really? How do they compare with Android and Blackberry users?
  • Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
  • What about the unemployed? Are they more or are they less tech-focused?
  • 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 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.

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Filed under Consumer research, Market Research, Market Segmentation, MetaFAQs, Statistics, Tech Market, Trends, TUP 2011, TUP 2012

Social Networking – solid market research from MetaFacts Technology User Profile

Extensive research information about social networking is available in TUP – Technology User Profile.

Social networking, like other forms of communication and community, is what makes technology usage expand.  People will always be on the lookout for new ways to communicate, whether it be with friends, strangers, or prospective colleagues.  The popularity of social networking sites can make ordinary phones and email less interesting to the modern consumer, increasing demand for smarter smartphones and faster Internet connections.

At the same time, privacy concerns, information overload, and innocent and criminal abuses can dampen the enthusiasm or participation for some market segments.

Below are a few examples of questions addressed in TUP related to social networking. 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; it’s a resource that can answer these and other key questions.

  • Which social networking sites are used most frequently by which segments?
  • What is the impact on privacy concerns in use of social networking?
  • How do ad volumes affect usage?
  • Is social networking only for certain age groups? How different are usage patterns by age?
  • How social-network active are the various tiers of gamers?
  • Who is videoconferencing, and using which platform?
  • 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?
  • Is email being replaced by alternatives such as social networking, texting, or IM?
  • 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?
  • Which social networking sites dominate? How does this vary by country and demographic group?
  • How much have PC users integrated PCs into their personal lives?
  • How has the division of work vs. personal use of technology products continued to blur?
  • What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
  • iPhone users – who are they really? How do they compare with Android, Windows and Blackberry users?
  • 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?
  • Multitasking – who’s using lots of devices for lots of apps, few devices many apps, etc.?
  • How many online adults use dial-up to go online, and which countries stand out?
  • Which market segments are blogging? How do they compare to social networkers?
  • How much of the game-playing population is older versus younger?
  • How are users communicating, given all their communication options?
  • Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
  • Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
  • 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?
  • Most-mobile customers – where they go and what they do
  • Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
  • What about the unemployed? Are they more or are they less tech-focused?
  • Which smartphone OS is leading, and with which market segments?
  • How tech-sophisticated are game-players, within key gaming segments?
  • Which activities are different for dial-up than broadband? What’s driving bandwidth needs?
  • Who’s busiest – desktop users or notebook users? How do their profiles differ?
  • How central is game-playing to the general population? How about within certain key market segments?
  • How many seniors are online? How is their behavior different than younger online users?
  • To what extent does game-playing drive online usage specifically and tech usage overall?
  • Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
  • Which segments are utilizing the cloud? For which activities?
  • What do most people do with their mobile phone as compared to their PC? Which align with which platforms?
  • Which segments have recently paid for a downloaded mobile phone app?
  • How important is privacy when getting rid of old computers?
  • Which tech buyers focus more on retail than shopping online and vice versa?
  • How many and which segments are watching and renting movies on which platforms?
  • How are smartphones challenging 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?
  • Special printer paper? Who uses it and what for? Is it only photos, or something else?
  • Online shoppers – are they everyone, or unique?
  • How are users incorporating digital images, through the use of digital cameras, scanners, downloading images, as well as how are they producing output?
  • What are consumers planning to buy? (in consumer electronics, connected home, computers, Internet, etc.)
  • Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use film cameras?
  • How have PC/Online & Mobile Phone activities changed? How might this affect apps?
  • 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?
  • Do users find their PCs to be more useful or less useful? Which users are the most practically-oriented?
  • How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
  • Who is using mobile payments?
  • Which industry groups have varied levels of adoption?
  • Netbooks – how soon and with which market segments?
  • When do you grow up and give up on your Apple? When do get one again, if you do?
  • How do the market segments of mobile phone platforms vary?
  • What other activities are just outside the box for gamers? Online dating? Social Networking? Music? Movies? Entertainment in general?
  • Which market segments are renting movies? Are they renting DVDs at a retailer, by mail, or at a kiosk? Do they watch them online?

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, Market Research, Market Segmentation, MetaFAQs, Statistics, Tech Market, Trends, TUP 2009, TUP 2010

Which buyers are bucking the recession with tech shopping plans? Where is the consumer demand?

Also see another recent TUPdate: Printing Mobile Phone Photos: The New Frontier

Which buyers are bucking the recession with tech shopping plans?

A TUPdate by Dan Ness, Principal Analyst, MetaFacts

Recession or not, what people around the world are hungering for—and apparently planning to shell out money for—is HDTVs. In the 27th annual Technology User Profile survey, HDTVs were on the top of the wish list in 14 of 16 countries among 30,889 respondents surveyed about 76 different technology products and services. Surprisingly, this HDTV interest reached uniformly across gender and included both the younger and older, unlike operating systems upgrades such as Microsoft’s Windows 7 or Apple’s Snow Leopard.

But much as they want their MTV in hi-def (or SunTV in India or Sky World News in the UK), they also put entirely practical products high on their lists, and these sometimes even stole priority from HDTVs.

The intensity of the desire for HDTVs varied, peaking in the developing nations. Globally, an average of 27 percent of online PC adults were making plans that include an HDTV, but the percentage rose to 53 percent in Brazil, and was 40 percent among China’s Urbanites, India’s Urbanites, and Russia, and 39 percent of Mexico’s Urbanites. On the other hand, only 12 percent of the Dutch and 16 percent of the Japanese were making such plans, indicating a saturated market or jaded TV watchers.

The two countries where HDTVs did not top the list were China and India. In China, the number one choice was those wireless keyboard-mouse combos. These practical devices were desired by 43 percent of the respondents, pushing HDTVs (which 40 percent planned to purchase) into second place. In India, meanwhile, everyone seemed to be planning to buy everything, pushing HDTVs (40 percent) into sixth place, behind those ubiquitous wireless keyboard/mouse combos (49 percent), digital camcorders with memory cards (42 percent), wireless mice by themselves (42 percent), wireless keyboards by themselves (41 percent), and additional RAM for their long-suffering PCs (40 percent).

The interest in upgrading operating system software varied surprisingly by gender/age group. In percentage terms, the group with the strongest interest is males age 18 to 24. However, looking more deeply, this group’s much stronger interest in so many other tech product outweighs these plans so an operating system upgrade is ranked 28th among these youngsters and ranked 6th among males 55+ and 12th among males 45 to 54.

In case you were wondering, U.S. respondents did list HDTVs as numero uno, but still only 19 percent wanted one. Number two on the list was additional RAM (14 percent), third was a digital camcorder with a memory card (13 percent), fourth was that wireless keyboard/mouse combo (12 percent) while fifth was their very own DVR/PVR digital/personal video recorder (12 percent). This may be so they can time-shift and not have to watch TV commercials.

Speaking of DVRs/PVRs, which give the users additional control over their entertainment, that device was number two on the list in Australia, Germany, England, and Japan, number three in Italy, and number four in the Netherlands and Spain. Globally, it was ranked number 8.

The wild card among products appeared to be the arguably obsolete analog camcorder. Globally, only 9 percent of respondents admitted to planning to buy one, but the rate shot to 31 percent in China, 28 percent in India, and 20 percent in Saudi Arabia. On the other extreme, demand amounted to only 1 percent in the Netherlands and Japan.

About this TUPdate

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry topics. These TUPdates are short analytical articles in a series of specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption around the world. Interested technology professionals can sign up at http://technologyuser.com/contact/ 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 market sizing and segmentation resource for leading companies providing consumer-oriented technology products and services, such as PCs, printers, software applications, peripherals, consumer electronics, mobile computing, and related services and products. For more information about the syndicated research service, publications and datasets, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, TUP 2009, TUPdate

User gender and PC brand

Historically, mobile PCs were used more often by males than by females. That has as much to do with the weight of early “lovable luggables” as with the types of occupations that benefitted from mobile computing, and a male draw to gadgetry.

At this time, there is no gender skew with mobility. Males comprise 48% of desktops and the same sex ratio of mobile PCs users. There is, however, a gender difference by mobile PC brand.

Dell, Apple, and Acer have drawn a higher proportion of male users than other brands. Acer, in particular, has the strongest draw to males, with nearly two-thirds (64%) being male. By contrast, Toshiba’s base nears two-thirds (61%) female.

Mobile Brands Vary with Gender - Mobile PC Brand Profile Report

Mobile Brands Vary with Gender – Mobile PC Brand Profile Report

The Mobile PC Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

Other findings in the Mobile PC Profile Report include:

Brand Shares of Mobile & Desktop PCs
Mobile PC Brands by Year Acquired
Market Segments and Mobile PC Brands
Operating Systems & Mobility
Operating Systems on Mobile PCs – Pre-installed or Aftermarket?
Operating Systems by Mobile PC Brand
User Age and Mobile Computing
User Age and Mobile PC Brand
User Gender and Mobile PC Brand
Age within Gender of Primary Computer User and Mobile PC Brand
Number of Locations by Gender and Age
Employment Status and Mobile Computing
Employment Status and Mobile PC Brands
Market Segment by Mobile PC Brand
Big & Small Companies and PC Mobility
Educational Level and Mobile PC Brand
Household Income by Mobile PC Brand
Age of Kids and Mobility of PC
Mobility Doesn’t Always Mean Mobile Use
Locations for Mobile PCs
Public PC Locations by Mobile PC Brand
Mobile PC Brand by Number of Locations Used
Mobile PC Users and the Total Number of PCs Used
Mobile PC Brand by Number of PCs Regularly Used
PC Purchase Year by Mobility
New versus Used/Refurbished by Mobile PC Brand
Hours of Use by Mobile PC Brand
Busy Mobile PCs and Mobile PC Brands
Activities and Mobility
Major Activities Point Out that Mobile PC Brands Vary
Tech Attitude Gap between Mobile PC and Desktop Users
Tech Attitudes by Mobile PC Brand
Brand Loyalty by Mobile PC Brand
Scanners by Mobile PC Brand
Docking Solutions by Mobile PC Brand
Firewire Usage by Mobile PC Brand
Sony Mobile PC Users Shop at a Broader Selection of Outlets
Which Mobile PC Users Frequent which Online and Retail Outlets
Retail Purchase Channels & Outlets by Mobile PC Brand
Online Purchase Channels & Outlets by Mobile PC Brand

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, 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.

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Filed under Consumer research, Market Research, TUP 2008