Tablets continue to seek a solid home, major use cases, and most vital segments. Currently, the largest groups of users are passive, older, or entrenched in the Apple or Google ecosystem. While Apple continues to lead and increase its share, other makers like Samsung are seeing withering penetration. Incidental and passive activities from web browsing, shopping, movie-watching, and checking email haven’t been unique enough on tablets to entice users away from their smartphones or computers.
This TUP Highlights report includes the following sections: the profile of tablet users, trends in tablets, top tablet brands, top tablet activities, unique tablet activities, and trends in technology ecosystems.
Highlights: Activities
What we do paints a richer picture than what we carry or own. All computers are not used the same and nor are smartphones or tablets. Each user has their preference about how they spend their time. Also, each user expresses their choices about which connected devices they turn to for each type of activity. While some see their tablets as passive movie screens, others rely on them as communication hubs. Some users prefer to shop on a computer, while others rely more on their smartphones.
This TUP Highlights report includes the following sections: main activities across all tech devices, major activities for each device type, activities unique to which device type, cross-device activities, the profile of activity type users, major activities for a market segment, home entertainment activities, the profile by key activities, and listening activities.
Highlights: Mobile Phones
This TUP Highlights Report profiles smartphones – their market penetration, user demographic profile, their regular activities, usage profile, key competitors, and purchase plans.
Highlights: Wearables, Hearables, Listening & Speaking
Entertainment, communication, and smart homes have all evolved beyond requiring typing on a keyboard or sitting near PC speakers. Wearable and hearables have extended a broad range of audible activities further towards a more personal convenience. However, active usage of any wearables or hearables has varied considerably across market segments. While Bluetooth headphones are widespread, VR headsets persist as niche products among a younger, more affluent, and tech-savvy segment. Smart speakers, in contrast, are showing signs of having peaked after rising in use among a middle market.
This TUP Highlights report includes the following sections: wearables penetration, hearables penetration, wearable devices used, trends in wearables and hearables, purchase plans for wearables, listening activities, penetration of voice assistant usage, the profile of voice assistant users, the profile of hearables users, and the profile of wearables users.
Highlights: Consumer Electronics
Hearables are having a tumultuous time during the pandemic, and users adapt to shifting situations. Webcams are a significant force, as are wireless Bluetooth headsets, both pivotal for users working or schooling from home. Meanwhile, voice-enabled speakers have reached a plateau, reaching their largest share among neither the youngest nor oldest adults. Smartwatches have made inroads across nearly all age groups, especially younger employed adults.
This TUP Highlights report includes the following sections: purchase plans for wearables, hearables penetration, wearables penetration, trends in consumer electronics, the profile of hearables users, the profile of wearables users, the profile of key consumer electronics users, and device activities compared to consumer electronics.
Profile of American Chromebook users
Chromebooks have maintained a larger-than-life aspect, acting as a looming threat to Windows & Apple computers. However, their promise of lower price and connected collaboration has not yet been proven since the products are only being regularly used by 6% of American adults. This MetaFAQs profiles the small, hardy group of active Chromebook users, numbering 12.7 million online Americans, detailing the critical demographic and behavioral factors distinctive from the average American online adult: age group within gender, employment status, life stage, and mix of technology ecosystems.
Devices used for work email
Work-related email continues to be part of most employees’ lives, on top of their other communication tools such as Zoom, Slack, or Teams. This MetaFAQs reports on the number of employees regularly using their connected devices for work email, detailing each device type used – smartphone, home PC, work PC, or tablet – by the size of their employer: <20 employees, 20-499 employees, or 500+ employees.
Devices used for work group chats
Work-related group chats/discussions such as with Slack or Microsoft Teams have grown to become part of many employees’ lives. Nearly half of American and one-third of Japanese employees use one of these collaborative communication platforms. This MetaFAQs reports on the number of employees regularly using their connected devices for work-related group chats/discussions, detailing each device type used – smartphone, home PC, work PC, or tablet – by the size of their employer: <20 employees, 20-499 employees, or 500+ employees.
Devices used for work phone calls
Employees have more ways than ever before to communicate with each other and with customers – email, text, and platforms like Zoom, Slack, and Microsoft Teams. However, work-related voice phone calls remain a solid staple among the majority of employees. Nearly 60% of American and almost half of Japanese employees regularly use one of their connected devices to make or receive work-related phone calls. This MetaFAQs reports on the number of employees regularly using their connected devices for work-related phone calls, detailing each device type used – smartphone, home PC, work PC, or tablet – by the size of their employer: <20 employees, 20-499 employees, or 500+ employees.
Profile of active American iPad users
Apple’s iPads hold the title as the tablets used more than any other. This MetaFAQs reports on the percentage of Americans who regularly use an iPad, their unique demographic characteristics, their Apple/Windows/Google combination, and even how they use iPads differently than other tablets are used.