Tag Archives: Technology adoption

Generational Wealth – in Tech Devices [TUPdate]

Millennials may be getting bad press for lagging in real estate and financial investments, but they’re well invested in tech devices. Millennials use the largest number of connected devices per capita, including more than the next-younger generation – GenZ. PCs are the major device for all generations, while tablets have tumbled in usage among younger adults.

This TUPdate shares a top-level view into generational differences – in their use of technology devices, and their financial net worth and assets. The results are based on TUP/Technology User Profile waves from 2014 through 2019 in the US, and the US Government’s Survey of Consumer Finances along with estimates from the Federal Reserve Bank. The US Federal Reserve Bank made headlines earlier this year when they released the latest DFA – Distribution of Financial Accounts.

GenZ settling down faster? Or Millennials hanging on?

Each successive generation has been using more devices than the one older, however that’s recently changed. When the first members of the GenZ generation (born 1997 and after) turned 18 in 2015, their average number of devices was the highest ever seen by any generation – 5.8 on average.

Since 2015, GenZ has bucked the trend of their elders by reducing their tech device usage faster than those slightly older. Beginning in 2017, GenZ use fewer devices than Millennials. It’s not only that GenZ reduced use, but also that Millennials are continuing to use more than most. From 2014 through 2019, American Millennials have used 20% more devices than the average American.

Overall drop in number of devices used

The year 2015 marked a turning point for connected devices in the US, as the national average number of devices in regular use by adults began consolidation. In 2015, online Americans used an average of 4.5 devices – smartphones, tablets, PCs, and game consoles. This has declined steadily each year with the current average in 2019 being 3.8.

This widespread reduction is due to many reasons. One major factor in consolidation is what people do with their devices. Although cross-platform and browser-based apps have been available for some time, we’re seeing users stretch beyond their habitually favored devices to slowly but steadily extend activities across more than single devices. With growth in spreading activities across devices, this in turn reduces the need to use as many. For example, while in the past many would primarily use a home desktop PC for online banking, a growing number have moved their banking to their tablets or smartphones. (For more details on these shifts, please see Smartphones Rise, PCs and Printers Float, Tablets Waver – User Trends)

PC reigns as essential

PCs continue as a bedrock device for all generations. However, they are a smaller share among GenZ than among older generations. 36% of the connected devices GenZ use are PCs, and this share rises with each generation, reaching almost half (46%) of connected devices used by the Silent and earlier generations. Smartphones are a solid second device among all generations and make up between 25% to 30% of devices in active use. Game consoles rank highest among GenZ and Millennials, versus tablets for older generations. And to the extent basic cell phones are being used by anyone, they are most firmly in the hands of the oldest generation.

Tablets recede among GenZ while elders get smarter

In 2015, the mix of devices by generation was like 2019 in most respects, with several crucial differences. Among GenZ, tablets were stronger and have since then faded to be replaced by wider PC use. The Boomer generation has nearly let go of their basic cell phones and moved to smartphones. Game consoles were just as youth-oriented in 2015 as in 2019 and are continuing in active use even as each generation ages.

American Millennial Tech Wealth

Most connected devices are in the hands of Millennials. 37% of total connected devices – mobile phones, PCs, tablets, and game consoles – are in the hands of millennials – American adults born between 1981 to 1996. This is far above the tech holdings of GenX and Boomer generations.

The share of devices nationally for Millennials and Gen Xers has not shifted significantly over the last five years. The share of tech devices among Boomers, meanwhile, has dropped. Some of this reduction is due to boomers leaving the workforce, and so no longer using employer-provided PCs.

Boomers and GenX are nearer to each other in size, as both are shrinking and yielding to younger generations.

Consumer Durables by generation

Looking more broadly beyond tech devices shows a similar but more delayed pattern. As Federal Government economists measure consumer durables, tech devices are only a fraction. Millennials show a growing share of American consumer durables as their numbers grow, but a much smaller share than their share of tech devices. Also, Baby Boomers and Silent and Earlier have a relatively larger share of consumer durables than tech devices.

Millennials are showing stronger and growing participation in the economy. Their share of consumer durables is still smaller than other generations. However, its growth is on par. Despite having higher debt levels than other generational groups, Millennials are continuing to buy tech and durable products.

The Federal Reserve Bank develops this information from the ongoing Survey of Consumer Finances (SCF) and Financial Accounts of the United States. (Note: The Fed does not yet include GenZ in this data.)

Net Financial Wealth by Generation

In one the most widely cited measures from the Fed’s results, net financial wealth, Millennials have the lowest financial net worth. Millennials, defined as Americans born between 1981 and 1996, have less net financial net wealth than any other generation. Net worth accounts for the value of assets above liabilities.

Looking ahead
Just as economic mobility doesn’t shift quickly, neither do habits around technology usage nor buying. Looking ahead, I expect Millennials to continue to lead in number of tech devices used and GenZ to have slightly less. As to device types, game consoles will continue to skew younger and are unlikely to reach much of a larger share of user’s devices than today’s levels. PCs will continue to be the major device among older adults, although falling out of top usage among GenZ somewhat.

About this TUPdate

The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including the 2019 edition which is TUP’s 37th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Basic cell phones, Demographics & Econographics, Desktops, Devices, Market Research, Mobile Phones, Multiple Devices, Notebooks, Smartphones, Tablets, TUP 2019, TUPdate

Home PC Trends – Highlights from TUP/Technology User Profile 2019 – US

Home PCs are very much alive and being well-used. Home PC usage rates are stable, both in overall penetration and in the number being used.

Nearly all online American adults regularly use a home PC, yet they see them differently. Younger Americans see them as adding to their entertainment, while for older adults it helps them get things done, communicate, and shop. Home PCs have evolved from being a primary focus of American technology life to being one of many devices. Usage patterns and form factor choices vary; by user age, household composition, choice of OS ecosystems, and other factors.

This MetaFacts Highlights Report looks at the major trends in home PC usage in the US and examines how users have changed in both their levels of home PC use and activities. Also, it examines PC trends with respect to the broadened use of alternative devices. Further, it investigates differences by user age, presence of children, OS of other devices, and other factors.

The source for this analysis is MetaFacts TUP/Technology User Profile, with results from waves 2019 and earlier, all based on surveys of from 7,326 to 8,060 online adults in the US.

Highlights Report Contents

  • Home PC Penetration
  • Number of Home PCs
  • Number of Home PCs in use by User Age Group
  • Average Age of US Home PCs
  • Age of Home PC by User Age
  • Top 10 Activities for Home PCs
  • Top 10 Activities for Smartphones
  • Main Activity Gaps and Overlaps on Home PCs and Smartphones
  • Age-Skewed Home PC Activities
  • Number of Home PCs and Presence of Children
  • Smartphone, Home PC, and Tablet use by User Age Group
  • Home PC Operating Systems
  • Home PC Form Factors by Brand
  • Home PC Form Factor by User Age Group
  • Home PC OS Ecosystems of Connected Devices
  • Average Age of Home PCs by Brand
  • Home PC Activities by Brand
  • Number of Home PCs by Brand
  • What’s Ahead for Home PCs

How to obtain the results

  • Current subscribers to TUP/Technology User Profile may request the full Highlights Report, supporting TUP information used for this analysis, or even deeper analysis
  • For example, clients may request similar results outside the US, or within your chosen market subset
  • For more information about MetaFacts and subscribing to TUP, please contact MetaFacts
Activities for Smartphones and Home PCs – identifying gaps and overlaps

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Filed under Behaviors and Activities, Communication, Desktops, Entertainment, Households, Information and Search, Market Research, Notebooks, Operating systems, Smartphones, Tablets, TUP 2019, TUP Highlights Report, TUPdate

Home PC Penetration Update [TUPdate]

Home PC Penetration is Stable

Home PCs continue to be a feature of online Americans. Four out of five online American adults regularly use a home PC, and this share has remained unchanged from 2015 through 2019. This is based on results from the 2015 through 2019 waves of TUP/Technology User Profile.

Use of more than one home PC has also remained stable. Half of online adults use only one home PC, a rate that has only varied by three percent over five years. Similarly, the usage rate has remained the same for the use of two home PCs and for three or more home PCs. Neither are online Americans accumulating or letting go of home PCs.

Home PC Use by Age Group

Across all age groups, most online Americans use only one home PC. Single home PC use is lowest among younger adults and highest among older adults. Use of two or more home PCs is hardly different by age group, ranging from 26% to 31%.

In 2015, the patterns were similar. Home PC usage among younger adults is slightly lower, at 28% of those age 18-24 in 2019, down from 25% in 2015, although this drop is not material.

Doubling and Tripling Up Among the Young

Home PC penetration has stayed strong while smartphone and tablet penetration has grown, especially among younger adults. In 2019, smartphone penetration is higher than home PC penetration among online adults age 54 and younger.  Tablet use is highest among adults age 25-44, strong users of all three devices.

Looking ahead

Habits die hard, and consumers hold onto some technology as a safeguard. Home PCs are likely to maintain their penetration levels for the next decade. However, TUP has already shown that home PCs have been losing their preeminence to smartphones as the primary device of choice for most activities. So, consumers will retain and replace home PCs as an insurance policy for those times when they are more convenient than either smartphones or tablets.

About this TUPdate

The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including the 2019 edition which is TUP’s 37th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Demographics & Econographics, Desktops, Devices, Market Sizing, Mobile Phones, Multiple Devices, Notebooks, Smartphones, Technology adoption, Trends, TUP 2019, TUPdate

Alone Americans – Overlooked Technology Users? [TUPdate]

Sometimes the slow-moving trends are the ones that get missed. Coupled with preconceived notions, these have the makings of blind spots. For many tech companies, single-person American households may be an overlooked market segment.

Based on research by the U.S. Census and our TUP/Technology User Profile service, 1-person American households are a sizable and growing segment with more to them than may be apparent at first. Also, they are not created equally, especially in which technology products and services they actively use.

Tech marketers often advertise with images of bustling families juggling their lives and devices. Soccer moms abound. This perpetuates a myth that’s leaving many out in the less connected and underserved cold. Furthermore, many companies from Amazon to Spotify and T-Mobile have created family plans that financially favor multi-person households, making their offerings less attractive to the many 1-person households.

While it makes sense for any marketers to focus on the biggest-seeming opportunities, and families are big tech consumers, sometimes this is done out of habit or custom, which may mean missing opportunities.

The number of single-person households has grown in share and number

The US Census reports that single-person households make up 28% of households in 2018, up substantially up from 13% in 1960. Similarly, the number of households has also grown, at 35.7 million in 2018, up from 6.9 million in 1960. Whether through preference or necessity, 1-person households are a substantial slice of the American market. Most forecasts indicate the share remaining stable for years to come.

On First Glance, 1-Person Households Seem Tech-Avoidant

When it comes to the devices Americans in 1-person households use, our TUP/Technology User Profile service shows that as a group, they’re behind the curve. American 1-person households appear to be languishing in technology’s past. They are 27% more likely than the average online American adult to still be using a home PC using Windows 7, the Microsoft operating systems nearing its end of life. The replacement for Windows Vista officially came off Microsoft’s mainstream support four years ago – in January 2015. Extended support has been available, yet that support is scheduled to be discontinued in less than one year, by January 2020. Also, 1-person households are well above average (22% higher than average) in their use of a home-owned basic feature phone.

In contrast, American households where children are present have well above-average rates of using many key devices – Windows tablets, game consoles, and Apple Notebooks. This simple view may clarify why some companies prefer to simply tailor their products and services to larger households and avoid smaller ones.

However, looking more deeply into 1-person households, there’s more than household size and core technology that reveals their differences.

A Deeper Look – Young and Old Singles

Within 1-person households, there’s a striking difference between younger and older adults in the profile of their technology usage. The highest usage index for Windows 7 home PCs is among older (age 35+) singles, at 48% higher than the national average. Similarly, there’s an index of 131 for use of a home-owned basic feature phone.

In stark contrast, among younger 1-person households, usage is strongly higher for many key technology devices: game consoles, Apple iPhones, Apple PCs (Macs), Apple notebooks, and Windows tablets.

However, age alone does not adequately describe 1-person households and their technology usage, nor does combining age and household size. There are yet other factors.

Size, Age, and Employment Status

Drilling down into the TUP/Technology User Profile results even more deeply, the combination of household size, age group, and employment status shows even stronger differences.

Have a job – part-time or full-time or even self-employed – and be younger than 40, and you’ll be among the highest technology adopters among 1-person households.

They are above average in using a Windows or Android Tablet, an Apple PC, iPhone, and game console.

The lowest technology adopters are those not employed outside the household and in 1-person households, both younger and older. These have the highest relative levels of using Windows 7 home PCs and home basic cell phones.

Family Plans Aren’t Only Used by Families

Interestingly, even while family/multi-person plans are ostensibly targeted at larger households, a substantial number of 1-person households are using them.

Nearly one-fourth (24%) of 1-person households have a smartphone plan with 2 or more lines. Similarly, “family” paid media subscriptions such as for music or TV are being used by 18% of America adults in 1-person households.

Looking ahead

Shifts in population may seem glacial especially by those in technology industries who are accustomed to frequent shifts. People change their living situations less quickly than they change their adoption of technology. Consequently, technology companies would be better served, as would 1-person households, to the extent these users are included in their offerings.

About this TUPdate

The analysis in this TUPdate is based on results drawn from the 2018 wave of TUP (Technology User Profile), which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Basic cell phones, Consumer research, Demographics & Econographics, Households, Market Research, Market Segmentation, Market Sizing, Notebooks, Smartphones, Tablets, TUP 2018, Usage Patterns

Apple, Google, Microsoft – Paths of Expansion and Contraction [TUPdate]

There are many ways to serve technology users, and each family of operating systems – Apple’s, Google’s, and Microsoft – have expanded in different ways. While Windows-driven products are being actively used by nearly three-fourths (73%) of U.S. online adults, Apple MacOS and iOS devices and Google Android devices are each being used by half.

This is based on the results of our TUP/Technology User Profile 2018 and 2017 surveys, with sample sizes of 14,273 and 13,572, respectively, with 7,886 in the US.

Each OS family leads in their own way. Apple has more than 10% of Americans using one of five types of devices: Smartphone, Tablet, PC (Macs), and a TV set top box and service, or watch. Google Android/Chrome OS has a different set of five types, with speakers stronger than Apple and PCs weaker than any other. Microsoft Windows only has 10% or more of Americans using one of two categories: PC or Tablet.

While market penetration is one important measure, even more telling is active device quantity. The average number of actively used devices has shifted in the US as well as in other major markets. Between 2017 and 2018, the average number of Apple devices in active use rose from 2.2 to 2.3 in the US, 2.0 to 2.1 in China, and 1.6 to 2.0 in India. Meanwhile, Windows use has declined across all markets surveyed.

Netting together the various Apple OS product categories, Apple’s footprint in the US did not change between 2017 and 2018. Growth within that base has been with a broader adoption of Apple TV. In India, Apple’s penetration has risen markedly, reaching 45% of online adults in India. Most of the growth has come from two strongly accepted products: Apple TV and Apple Watch.

Looking ahead

We’re likely to see a further fragmented world, with Apple focusing primarily on breadth and Google on initial penetration. Apple will continue to focus on deepening their relationships with their customers while Google will continue its conquest for new customers. Apple’s direction will be one of expanding services and commensurate revenue streams, serving their unique customer base more deeply. Meanwhile, Google’s direction will be mostly about supporting any devices or services that will help them expand their data acquisition and advertising businesses. Apple’s expanded emphasis on privacy and security will play well with their existing customers and more importantly may yet attract users further away from the Google ecosystem. Beyond the speeds and feeds of the latest gadget, these softer issues of privacy and security are likely to help Apple more than Google.

About this TUPdate

The analysis in this TUPdate is based on results drawn from the most-recent wave of TUP (Technology User Profile), the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults. This specific wave spanned the US, UK, Germany, India, and China. In the TUP survey, we identified the connected devices being actively used, from those acquired with home/personal funds to those that are owned by employers, schools, or others. From these, we selected adults who are using at least one home PC.

Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Mobile Phones, Multiple Devices, Smart speakers, Smartphones, Smartwatches, Tablets, TUP 2017, TUP 2018, TUPdate