Tag Archives: Tech-Savvy

Early Adopters Don’t Always Act Their Age in the U.S. or Elsewhere

A MetaFacts TUPdate by Dan Ness, Principal Analyst

Are Americans really a nation of early adopters? Are early adopters mostly age 18-24 in the U.S. and other countries? While Americans pride themselves on many forward-thinking attributes, it is not ranked first for early PC adopters compared with many developed and developing countries.

Think back to how old you were the first time you used a personal computer. If you are American and were 17 or younger, then you’re in the youngest 21% of American early adopters and ranked 10th among 16 major countries. As an under-18 adopter in Brazil, you’re less unique, being in the same group as 31% of today’s Brazilian online adults, and ranked 1st for youthful PC adoption. If you were 26 and Italian, Australian, or Saudi Arabian, then you were younger than average in your country.

There are many reasons that some countries have a higher share of young first-time PC users than other countries. One element is how evenly income is distributed, as shown by measures such as the Gini coefficient. Countries such as Brazil and Mexico have a similar distribution of income today as they had when PCs were becoming widely available there in the 1980’s, so today’s wealthier adults were most often in wealthy families which had better access to technology. There are also cultural differences, some of which encourage younger people to use technology for their education or economic future. Other cultures may discourage youngsters from using technology, such as for their safety and privacy. Saudi Arabia is affected by this cultural preference, even though its wealthiest citizens are still the strongest adopters.

South Korea is at the latest end of the age-adoption spectrum. On first glance, this may seem counterintuitive to Korea-watchers, since South Korea has enacted and maintained national policy to narrow its digital divide and to get its population online and connected to the Internet. In fact, in doing so, South Korea leapfrogged many other countries in the speed and breadth of its citizens’ connectivity. However, since this was enacted relatively recently, it accelerated the adoption rate among adults in the workplace, and to some degree less among younger children in homes.

Why is this important?

Assuming that early adopters are all young Millennial Gen Y or Gen Z oversimplifies the market and misses the mark. Experience matters, since tech-savvy users make different decisions than relative newbies, particularly when correcting for age.

The age of first PC use as well as the years of usage tell a lot about the person’s experience, with the past pointing the way toward their likeliest future choices. After all, someone who has gone through 10 versions of Microsoft Windows (including Millennium Edition) will have a different perspective than a similarly-aged first-time PC user.

In conducting factor analysis with the Technology User Profile datasets, MetaFacts finds that both earliest age of adoption and length of experience are strong additional factors to explain the variance when predicting the heaviest and lightest consumers of new information technology and consumer electronics products and services. These factors are in addition to other other more standard demographics. In other words, likelihood to adopt new technology is not only about youth; early adopters are more likely to act like early adopters even as they age.

This has implications for any tech marketers seeking a more effective path than the simplified approach of focusing marketing primarily to certain younger age groups. The first implication is to lower the risk of wasting resources with misdirected energy. Another implication is that new & stronger markets may emerge beyond the stereotypical young adopter as early adopter, leading to even more effective results.

Source

The findings in this TUPdate are drawn from the MetaFacts Technology User Profile Survey. In each wave of Technology User Profile, we survey a representative sample of respondents about their use of mobile phones, computers, technology attitudes, and many other consumer electronics products and services, behavioral and socioeconomic factors. Current TUP subscribers can access and drill down more deeply into this phenomenon using TUP Interactive Access or with their datasets.

We began the above analysis by first looking at the answers from over 30,889 respondents in the Technology User Profile service and then drilled down further into their profiles to get a more complete picture.

To see other research coverage of Internet products and activities  – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other questions TUP answers on www.technologyuser.com. Tech market research professionals can license direct access to TUP.

Contact MetaFacts to access the MetaFacts Technology User Profile Overview Edition report, which covers the broader range of key trends. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically.

About TUPdates

MetaFacts releases ongoing syndicated original research on the market shifts, trends and consumer profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Web Creators, Broadband, and many other technology products and services. 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 helps technology marketers find and measure their best and future customers. MetaFacts’ Technology User Profile (TUP) 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 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. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts at 1-760-635-4300.

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Filed under Tech Market, Trends, TUP 2009, TUPdate

Is the Internet still fun, or is the novelty gone? – reported in MetaFacts TUP survey

Internet Fun by Age Group

Is the Internet still fun, or is the novelty gone? – reported in MetaFacts TUP survey

A MetaFacts TUPdate by Dan Ness, MetaFacts Principal Analyst

Fun is one of the strongest gravitational forces drawing people to use the Internet. There are of course many other factors influencing usage and adoption levels, such as productivity and connection with friends, yet fun and enjoyment are key human needs.

As part of Technology User Profile, we asked respondents whether they are finding more ways to use the Internet for fun. Nearly two-thirds (64%) agreed or strongly agreed. This is from a carefully balanced sample of 8,175 adults in the second phase of the Technology User Profile survey.

Even at surface level, this finding is a positive sign for the continued growth and strength of the Internet and the many technology products and services relying on it. As adults continue to explore new ways to use the Internet it is a positive sign, and it’s even better to see that the majority of adults do so.

Not all adults agree, however, and some groups show more enthusiasm than others. Younger adults (age 18-34) more strongly agree that they are finding more fun online, with nearly 7 in 10 (69%) agreeing or strongly agreeing. Fewer older adults (age 35 and up) are as enthusiastic, with just under half (49%) agreeing or strongly agreeing.

We also looked more closely to compare Smartphone subscribers to users of Basic Mobile Phones. We wanted to see whether Smartphone users are so charmed with their newer technology that they aren’t enjoying their Internet experience as much for fun. Smartphone subscribers actually have a higher enthusiasm for the web than users of Basic Mobile Phones. Over two-thirds (70%) of Smartphone users agree or strongly agreed with the statement “I keep finding more ways to use the Internet for fun.” This is stronger than the 54% of Basic Mobile Phone users who similarly agree.

This is due only in part to the generally younger age of Smartphone subscribers, because other factors also define the difference: marital status, presence of children (particularly teens), and gender.

Looking more deeply, we examined whether technology experience made a difference. Correcting for age, long-time PC users had the same attitude as those newer to using a PC. There was no significant difference between the attitudes of younger adults (age 18-34) who are Younger PC Newbies – who have used a PC for less than a quarter of their lifetime and Younger PC Veterans, those who have more experience. Also, within older adults (age 35+) the attitudes are the same for Older PC Newbies and Older PC Veterans.

In related analysis, lack of interest is a key deterrent to many that are not using social networking sites such as Facebook, LinkedIn, or MySpace.

Analysis

The technology industry thrives on change and exploration, and while there have been cycles of irrational exuberance and retrenchment, true and sustainable growth or contraction is based on the attitudes and behaviors of technology consumers.

Fun and home entertainment is one key component of the most enthusiastic tech consumers, and for these fans, the Internet is a strong part of their home entertainment experience. With Smartphones and Tablets vying for tech consumers’ attention, PCs stand to be threatened as user’s core Internet portal. Furthermore, different groups of tech consumers react differently to key damping issues such as over-advertising, spam, and privacy concerns.

Fortunately for the tech industry, the quest for fun continues to be a major and positive part of the leading indicators defining technology adoption.

Source

MetaFacts Technology User Profile Overview Edition – report available by contacting MetaFacts. View findings in 25 pages of executive summary analysis, 200+ pages of charts and graphs, all supported by 95+ pages of detailed tables. The complete, 300+ page report is delivered to you electronically. This edition is for the U.S. based on the 2010 wave of Technology User Profile gathered among a scrupulously selected set of representative respondents, surveyed both online and offline.

To see other research coverage of Internet products and activities – from smartphones to feature phones, desktops to notebooks, social networking, demographics, and attitudes – see the many other Internet-oriented questions TUP covers on www.technologyuser.com.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry trends and facts. 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 market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile (TUP) 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 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. TUP analyzes key trends and the data-rich source can be dived into more deeply for custom analysis. For more information about the syndicated research service, analysis tools, publications and datasets, contact MetaFacts or call at 1-760-635-4300.

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Filed under Consumer research, Market Research, Mobile Phones, Statistics, Technology User Overview Report, Trends, TUP 2010, TUPdate

Myth or Fact? Smartphones have replaced PCs

“Smartphones have replaced PCs”

Is it a myth or is it reality?

The tech industry gets a lot of its juice from myths. After all, creating a future can rely on science fiction and imagination when there isn’t any better information.

However, when things aren’t moving as quickly as hoped or seeming as certain as during the early ’80’s or late 90’s, then it’s worth it to check the myths to see how far along they are towards reality.

One decades-old story features handheld, wearable, or tablet technology that displaces and replace desktop and notebook PCs. Today, the closest thing to that vision is the Smartphone, from the venerable RIM Blackberry to Apple’s iPhone and the flock of Android, Symbian, and Windows-based mobile phones.

While the ever-enthusiastic band of designers, engineers, early adopters and fanboys will describe, ad perpetuam, the many capabilities available in the newest smartphones, what actual users end up actually using often falls short of what is possible. It’s the gap between the possible and the reality where the seriously interested can understand when and how which segment of the market will and won’t adopt technology.

True veterans of the technology industry have seen many grand castles in the air fade into the mist.

Based on our latest waves of Technology User Profile surveys, it’s too early to declare the PC dead. In fact, at present, PCs are more engrained in American’s everyday lives than ever.

The MetaFacts: At present, Smartphone users use more PCs than other adults, and they PCs they use, they use for more activities than other adults (including communication activities)

The MetaFacts: A higher share of Smartphone users say their computer is even more useful than in the previous year.

The MetaFacts: One in four Smartphone users feel their current computer is outdated, and this is the same percentage among users of Basic Mobile Phones.

So, even though Smartphones are increasingly getting closer to the capabilities of PCs, based on how people actually use their Smartphones, it’s too early to declare that this particular myth “Smartphones have replaced PCs” as a reality.

Further Resources

This particular TUPdate draws on the recently released Technology User Profile Overview Report. Contact MetaFacts for more information.

To see other coverage of communication – from cell phones to PC with social networking, chat and webcams – see the other communication-oriented questions TUP covers.

About TUPdates

MetaFacts releases ongoing research on the market shifts and profiles for Smartphones, Netbooks, Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry trends and facts. 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, MetaFAQs, Mobile Phones, Tech Market, Technology User Overview Report, Trends, TUP 2010