TUP/Technology User Profile 2020 has been released – its 38th continuous wave! This wave spans the US, UK, Germany, China, Japan, and India. For TUP clients with current subscriptions, full results are being released through multiple analysis tools. Customized support is also available through direct inquiry. So, please keep those requests coming.
Introducing the TUP Lenses
To help TUP be even more useful, we have redesigned many of the TUP deliverables. With TUP/Technology User Profile 2020 we have introduced TUP Lenses. These rich sets of deliverables focus in on the major current topics our clients request. Each TUP Lens includes relevant findings from TUP datasets spanning analysis to supporting cross-tabulations. Furthermore, within each TUP Lens, continuously subscribing clients receive matching results from prior waves, which helps reveal changes in the marketplace.
Lenses to view TUP results
Well before COVID, digital nomads pioneered working remotely. Now many technology users are finding ways to balance their personal lives with getting things done.
While technology users can be better understood by their sociodemographic profile, TUP goes even further in this lens to detail their work-from-home status and to quantify their collection of connected devices.
There is a growing collection of consumer electronics that are Internet-connected, from TVs to smart speakers, smart displays, and smart door locks. This TUP Lens details the depth of their true market penetration within important segments.
Smartphones have become an essential companion to millions, going well beyond being used as a voice phone. Even so, there are numerous online adults not using a smartphone and using other devices to communicate and create. This TUP Lens reports on the haves and have-nots and details who is using which type, brand, and carrier of mobile phone.
From family photos and tickets to recipes and work-related spreadsheets and presentations, printers are a mainstay in homes, home offices, as well as employees of companies large and small. This TUP Lens details printers, printer activities, brands, features, supplies, and upcoming purchase plans.
Wearables, Hearables, Listening, and Speaking
Users are increasingly discovering how they can extend their experience well beyond a keyboard and monitor. This lens reports on the penetration of wearables that track and report to users, as well as hearables that enable voice assistants and music listening.
It is only the beginning to know how many people have which types of devices. It is important to know how users use their devices and integrate them into their everyday lives. This TUP Lens details a full range of activities, from shopping and staying in touch to fun, photos, searching and productivity. Furthermore, it details which device users use to enjoy the activity.
Very few users use only one type connected device, whether it is a smartphone, tablet, PC, or game console. Instead, most users actively use a combination of connected devices. This TUP lens details device penetration, device combinations of key devices, and the activities of their many devices.
PCs have evolved over decades, ranging from the most-mobile and light notebooks and Chromebooks to all-in-one desktops. Home PCs and employer-provided PCs are not a given and instead are being used a different rates by differing market segments. This TUP Lens details which users are using which types of PCs, and how they are using them.
This TUP Lens details the soiciodemographic profile of online adults, including those with and without children, their household size, educational level, work-from-home status, and much more.
Tablets are seen as either the ultimate mobile device or a welcome supplement to smartphones or PCs. This TUP Lens details the key tablet brands, who is using which brand and OS, and how those tablets are being actively used.
Game Consoles, Gaming PCs, and Game Playing
Fun is core to many technology adults user’s experience, and games are central to some users while being casually-played or never played by others. This TUP Lens profiles which users are playing immersive games compared to other games, and whether they are being played on a smartphone, PC, tablet or game console, or across all of them.
Users value ecosystems by how well the parts integrate, and express that value in how many of the parts they actively use. The largest technology companies, from Apple to Google, and Microsoft to Amazon, are seeking to build and cultivate a coordinated experience that will attract and retain customers. This TUP Lens measures their progress and profiles which segments and their depth of displayed commitment to the ecosystem.
Staying in touch is core for people, and technology users are finding many ways – spanning voice, video, and written methods. While some users focus on email, group chats and text messages, others focus on video calls or conferences, and yet others emphasize voice calls. And, users use different devices for each type of communication activity. This TUP Lens measures the many ways people communicate and how many do so by their device type.
For the majority of adults, enjoying ways to be entertained is what technology means to them, both through the consumer electronics they choose to use as well as how they use their connected devices. This TUP Lens details the devices, services, and activities users do for fun, reporting on the numbers that actively enjoy home entertainment.