Tag: Age

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Peak smartwatch? Time for a strategy shift

Smartwatches have quickly gained popularity, gracing the wrists of millions. These devices offer more than just timekeeping and fitness monitoring; they’ve evolved into personal assistants. Users value their multi-functionality, utilizing them for calendars, health metrics, reminders, and more. In addition, they’ve become a symbol of modern luxury. However, the latest wave of TUP confirms that the smartwatch market penetration seems to have reached a peak or plateau. Now, it’s largely about replacing older models rather than attracting first-time users. Therefore, manufacturers need to adapt their strategies, focusing less on expanding their user base and more on meeting the needs of existing customers.

These TUP tables report on the number and percentage of online adults regularly using a smartwatch such as an Apple Watch. They also include the number who are planning to purchase one within the coming 12 months.

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Modern communication shifts to coalesce around three modes

Communication methods have evolved over the past few decades. While landlines were once predominant, they’ve now taken a backseat. Asynchronous communication, like email, offers the advantage of connecting without simultaneous availability, often more convenient and effective. Text messaging, in particular, has experienced a significant rise, now standing as a leading communication method alongside emails.

Interestingly, while smartphones are labeled “phones,” their initial use leaned more toward texting than calling. However, synchronous communication methods are making a comeback on these devices. Email, text messaging, and phone calls share nearly equal user numbers, showcasing varied preferences among users.

Meanwhile, group communication methods from shared platforms like Microsoft Teams and Slack to video meetings hosted by Zoom and Webex have primarily met acceptance among a selected market subset.

Our communication choices often depend on reciprocation, given its two-way nature. As a result, user groups may flock together toward specific communication modes, either adopting new methods or moving away from older ones.

These trends offer invaluable insights for telecom companies, handset manufacturers, and those aiming to understand or influence consumer behaviors. The TUP data provides detailed information about communication preferences across different countries and generations, highlighting the frequency of use for email, text messaging, and phone calls among similar cohorts.

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Long-term home notebook/laptop trends and current user profile

From 2014 to 2022, there’s been a noticeable shift in device usage among online Americans. Although overall computer usage declined from 89% to 70%, the usage of notebook computers remained steady. While desktop computer usage dropped from 74% to 45%, smartphone usage rose from 64% to 87%, signifying a consistent demand for mobile solutions. Interestingly, despite the surge in smartphone usage, notebook computers maintain their active presence. Generational changes in notebook usage also occurred, with boomers increasing their usage before and tapering after the pandemic, while the Silent + Greatest Generation raised their usage from 28% in 2014 to almost 40% before the pandemic, gently reducing it to 35% in 2022. Millennials maintained the highest usage rates nearly every year.

On a global scale, Apple has the largest share in the active home notebook base, followed by HP and Lenovo. In the U.S., Apple again leads the pack with the highest share. The average age of home notebook users skews slightly older than the average online adult, with Japan hosting the oldest users. Gen Z adults show the lowest usage rate across the U.S., Germany, U.K., and Japan, with most home notebook users falling into the millennial, Gen X, or boomers/Silent generations. Regarding brand and age, Apple has the youngest users globally, while HP has the oldest. Moreover, brands have no significant effect on home notebook activities, with the top three activities being identical across all major brands.

This TUPdate looks at the penetration levels of notebooks/laptops from 2014 to 2022 as well as smartphones and other computer form factors. It profiles users of home notebook/laptop users by their demographics, purchase recency, and activities.

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Brief profile of Americans regularly playing games using connected devices

Fun is a major pastime for most, but not all, American adults using connected devices. Whether they use a game console, gaming PC, regular computer, tablet, or mobile phone, most Americans regularly play immersive or other games.

This TUPdate briefly profiles Americans who regularly play immersive/video or other games, detailing their age, gender, employment status, presence of children, life stage, and use of game-specific devices such as a VR headset.

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