Tag Archives: Trends

Favorite Device Combinations – Less Juggling

The Favorite Collections
Users vote with their fingers, demonstrating what they like by what they use. The top combination includes two devices – a notebook and smartphone and no desktop or tablet – and is actively used by nearly one in seven (14%) online adults in the US.

This is based on the four most recent waves of TUP/Technology User Profile, the 2016 through 2019 waves. These were based on 7,336, 7,521, 7,886, and 8,060 US online adult representative responses, respectively.

The top five combinations are used by well over half (59%) of online Americans. All the top combinations include a smartphone, three include a desktop, three include a notebook, and two include a tablet. Four of these major combinations have remained the most widely used for the last four years. Continue reading

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Filed under Consumer research, Desktops, Devices, Market Research, Notebooks, Smartphones, Tablets, TUP 2019, TUPdate

Game-Playing Trends – Convenience Gamers, Dedicated Gamers, and Device-Gamers [TUPdate]

Overview

Playing games is a regular activity for most adults whether using game consoles or gaming PCs, or any of their connected devices – mobile phones, tablets, or PCs.

Convenience Gamers – those using only a connected device to play games – has near-equal market penetration to Dedicated Gamers – users of game consoles or gaming PCs.

Device-Gamers – who use any of their connected devices – is a larger segment than either Dedicated Gamers or Convenience Gamers.

This TUPdate looks at the major trends of game-playing in the US and other countries, focusing on Convenience Gamers – the next tier of game-players beyond Dedicated Gamers. Also, it examines which types of devices are used the most or least for playing games. Further, it investigates whether younger adults play more or less than older ones, and differences in digital media use and subscriptions.

About this TUPdate

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

Questions?

Current subscribers to TUP/Technology User Profile may request the supporting TUP information used for this analysis or for 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.

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Filed under Consumer research, Desktops, Entertainment, Game Consoles, Market Research, Multiple Devices, Notebooks, Smartphones, Tablets, Trends, TUP 2019, TUPdate

The Persistent PC – With A Perennial Core [TUPdate]

Americans continue to hang on to PCs as they expand their collection of actively connected devices. Instead of Tablets and Smartphones fully replacing PCs, they have added to the mix. Even so, the most-dedicated core of PC has settled to a stable size following the shift.

This is based on the MetaFacts TUP/Technology User Profile study waves from 2009 through 2018, collectively based on research results from 77,847 respondents.

The PC-intensive have shrunk in numbers over the years, establishing a solid minority. The most intensive – Adults with more PCs than people in their household – has coalesced into a core 10% of American adults. Moderate-intensity users – those with as many PCs in use as persons in their household – have been stable over the last decade in representing around one in four adults. In 2018, 22% of online Americans had as many PCs as people in their household.

The drive to mobility has finished making its impact. The transition to notebooks over desktops peaked in 2012, while smartphones, and tablets to some extent, diminished the need for many adults to be using more than one PC. As the lines continue to be blurred between tablets and PCs, and in other ways smartphones and tablets, users will increasingly focus on their activities. Rather than looking at devices first, users will make choices based on what it will take for them to get done that which they want to do.

Profile of the many-PC users

Adults with many PCs are generally younger than average and with a higher socioeconomic status. Almost two-thirds (65%) of adults actively using 3 or more PCs are college graduates, in contrast to 44% of online adults nationwide. Most (86%) are employed or self-employed, versus 61% nationwide. Over half (52%) are millennials (age 22-37/born 1981-1996) versus making up 34% of online adults nationwide. Also, 59% have annual household incomes of $75,000 or more (versus 38% nationwide) and over half (56%) have children in the households (versus 37% nationwide).

More adults who rely on a single PC choose HP. HP’s home PC share of the installed base among those adults using only one PC is 31%, followed by Dell’s share of 25%.

Looking Ahead

PCs are a present and vital part of the online user’s experience. This is likely to continue well into the future, although the definition of a PC is continuing to evolve. Users have expanded their activities across their many and multiple devices, broadly accepting multi-platform software supported by cloud storage. From tablets adding capabilities traditionally the province of PCs and notebooks adding abilities previously limited to smartphones or tablets, the definitions of device types is shifting. However, users continue to embrace change, shifting their device usage patterns more slowly than they discontinue their older devices. HP and Dell have strong brand share and inertia, and yet face strong challenges ahead as users shift from doing what they’ve done with PCs, and increasingly embrace multiple devices and platforms.

About this TUPdate

The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including 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.

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 Behaviors and Activities, Consumer research, Devices, Households, Market Research, Market Sizing, Mobile Phones, Multiple Devices, Multiple-PC Household, Notebooks, Smartphones, Tablets, TUP 2018, TUPdate

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

Who Are The Tablet-First Pioneers? [TUPdate]

Will Tablets go mainstream, so much so that they’re the first device consumers reach for? A persistent yet small group of Americans use their Tablet more than a smartphone or PC. Are the rest missing something? Might this edge group grow?

Over the last five years, the share of connected adults using a tablet as their primary device grew and then shrunk.

This is based on results from five years of our TUP/Technology User Profile study, each wave with over 7,500 representative respondents in the US.

In our 2014 wave of TUP, we found that 5.6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2016, the tablet-first rate had grown to 9.3%, or one in 11 online adults. By TUP 2018, this dropped to 7.5%, or nearer to one in 13 online adults.

What other devices do they use?

Tablet-first users may choose to first use their Tablet, yet most have other devices to choose from. Nearly two-thirds of tablet-first users (62%) regularly use a PC, and almost three-fourths (74%) regularly use a Smartphone. They have other mobile devices, such as a Notebook (35%) or Desktop (47%).

Growing Tablet Reliance Among the Stalwart Tablet-First

Most tablet-first users have more devices than their tablet – 94% have 2 or more. Seventy-five percent have 3 or more connected devices they regularly use.

Over the last three years, this number has shrunk somewhat. While in 2016 tablet-first users used an average of 4.3 connected devices, this number has dropped to 3.8.

What are these tablet-first tablets being used for?

Tablet-first users fully enjoy them. The users of Tablets as their primary device are busy with their tablets, checking email, shopping, having fun, and social networking. Over half of adults using a tablet as their primary device regularly use it for a wide range of activities. While checking personal email ranks at the top, shopping is nearly as strong.

What’s notably absent from the list of major activities are more-intensive productivity or graphical activities such as creating presentations. Most of the activities so far are more passive than actively creative.

That may seem odd to Apple-watchers, since much of the iPad’s advertising and development has featured the Apple Pencil for drawing and sketching, as well as creative video apps. Samsung has similarly touted their S-Pen for their Galaxy Tabs. It looks like the installed base hasn’t quite caught the creative bug, since these are relatively recent additions and emphases. Or, more likely, it’s harder to inspire the less-creative to start creating than it is to attract creative types.

Looking ahead

I don’t expect the tablet-first segment to grow beyond being a small group. Size is a key dimension affecting the future of tablets. As smartphones get larger, tablets will continue to be affected. The largest smartphones are encroaching on the size of the smallest tablets. Also, as companies such as Apple position tablets as computers, and those like HP and Dell create 2-in-1 and convertible designs, there’s likely to be further user confusion.

Tablet-first users are functioning well with a broad collection of devices, so it seems unlikely that one single device will capture their hearts and fingers.

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 Entertainment, Shopping