MetaFacts TUP/Technology User Profile analysis results for subscribers
Apple and Samsung have the highest share of their users actively using two or more of their devices.
This is based on the MetaFacts TUP/Technology User Profile 2018 survey results. Among online adults in the US, more of Apple’s and Samsung’s users have two or more of the brand’s devices than only use one of their devices.
Is an iPad a computer? Is a Microsoft Surface a tablet? What about Chromebooks – how do they fit into the user’s uses? The major tech marketers are working to shift perceptions, such as Apple’s positioning of the iPad as a computer. Even though perceptions do shift buying decisions, user innovation and inertia are a force to reckon with. Many users have already pioneered ways to use their devices. We went straight to the users to see if they’re using tablets and notebooks the same, using iPads differently from Android tablets, and Windows notebooks from Chromebooks. Our basic hypothesis is that perceived differences, if substantial, can be confirmed by measuring user behavior.
iPads are more useful – based on users doing more with them. A higher share of users of recently-acquired home-owned tablets utilizes their Apple iPads for more of the major tablet activities than users of new Windows tablets or new home Android tablets. This is based on results from the MetaFacts TUP 2018 survey, conducted among 14,273 respondents across the US, UK, Germany, India, and China.
While pundits puzzle and debate, consumers lead the way. Is an iPad a computer, have smartphones replaced other mobile devices, and are PCs dead? Consumers continue to find their own ways and use what they choose, defying definitions, headlines, and experts. From among three dominant operating system ecosystems and three main types of mobile devices, home consumers have found their favorites.
Dan Ness, Principal Analyst, MetaFacts, October 30, 2018 Vinyl turntables?! Windows XP?! Basic cell phones?! Is it true that users of older technology are uninterested in new technology? We tested that hypothesis using several indicators, and found that this stereotype is partly true, and partly not true. We’ve found an interesting group that spans the…
Dan Ness, Principal Analyst, MetaFacts, October 19, 2018 Convenience is the surest bet to reach technology consumers. When it comes to voice assistants, convenience must be handy. It shouldn’t be surprising that consumers first choose what’s familiar and close to hand. More are actively speaking to devices they’ve already had before using smart speakers. Among…
Dan Ness, Principal Analyst, MetaFacts, October 10, 2018 This week, Google announced they’ll be pulling the plug on the consumer-facing Google+, although after unreported widening abandonment. Google’s social network rocket never quite left orbit and was already on its way down. Although the decision was partly portrayed as protecting user’s privacy, recently a substantial number…
Dan Ness, Principal Analyst, MetaFacts, May 3, 2018 Millennials have been getting a bad rap lately, with pundits suggesting that they’re squandering their financial futures on avocado toast or cold brew. While our TUP study doesn’t track café treats, we’re finding robust spending on technology devices and services by millennials. Among millennials, homeowners outspend their…
Keep stopping the ads!
So say a large and growing group of consumers.
There are multiple ways consumers are expressing this, from actively using ad blockers, to moving beyond “freemium” sites and content to those offering an ad-free experience with a paid subscription, or simply reducing their media consumption.
Ad blockers are being used by a substantial share of online adults in the US. Based on our 2017 wave of TUP/Technology User Profile throughout the US, 40% of Connected Adults are actively using an ad blocking app on at least one of their connected devices.
Dan Ness, Principal Analyst, MetaFacts, April 10, 2018 Younger adults are moving away from Facebook, even while they continue to use other social networks. The highest share of adults actively using social networks, although not using Facebook, are adults age 18 to 24. The highest share is among males age 18 to 24, with 15%…
Dan Ness, Principal Analyst, MetaFacts, March 28, 2020 Getting things done. Isn’t it one of the main explanations we offer when we’re buying our tech devices? While much of actual tech device usage is about entertainment, communication, and shopping, productivity has its solid place in everyday use. Whether using a PC, smartphone, tablet, or some…