Tag: Ecosystems

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Smartwatch valleys and peaks

Smartwatches are an important product category in their own right and also a barometer for a complete picture of the active breadth of technology ecosystems. Smartwatches, primarily from Apple or using the Android environment, form a sizable market share, in active use by one-ninth to one-fourth of online adults in the US, Germany, the UK, and Japan. Gen Z and millennial adults are leading their use. The Boomer/Silent generations have a small but quickly growing share. Looking ahead, purchase plans are not substantial, although they describe a reasonable replacement market.
This MetaFAQs reports on the market penetration of smartwatches, split by generational age group, Apple and Android, and country. Report [TUP_doc_2023_1218_wret] in TUP Lenses: Consumer Electronics; Technology Ecosystems; Wearables, Hearables, Listening, and Speaking

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Lost phone? Tech solution finds niche and then plateaus.

Who hasn’t misplaced their phone or keys or wondered where their luggage was?

Using technology to help find items has reached a plateau. The percentage of online adults using a wireless item tracker such as Tile or Apple’s AirTag has remained flat between 2021 and 2023. Overall global active usage has subsided from one in six to one in eight online adults. Active penetration rates have dropped among groups such as Gen Z adults in the US, UK, Germany, and China.
This may have seemed like yet another device to help attract users into adopting or staying with technology ecosystems. It’s too early to see if it’s making a difference. The market penetration is too small.

This MetaFAQs reports on the percentage of online adults in the US, UK, Germany, Japan, and China who actively use a wireless item tracker such as from Tile or Apple’s AirTag. Report [TUP_doc_2023_1025_tile] in TUP Lenses: Consumer Electronics; Technology Ecosystems

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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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iPads gaining momentum among Germans – iPhones next?

The German saying, “Gib jemandem den kleinen Finger, so nimmt er die ganze Hand,” offers a lens into market dynamics. The phrase refers to small changes potentially growing into larger ones. In Germany’s smartphone landscape, change is on the horizon. Historically dominated by Google’s Android, Apple is gradually capturing market attention. This momentum is evident as iPads become increasingly popular among German users, especially among Gen Z adults.

The rising preference for iPads suggests that many German adults might consider iPhones appealing alternatives. This trend also reflects a broader shift in German tech inclinations. As they acquaint themselves with Apple’s ecosystem via the iPad, there’s potential for deeper interest in Apple’s extensive product suite – from iPhones to Macs, Apple TV, iCloud, AirTags, and beyond.

For professionals in tech marketing, research, analysis, and insights, it’s a pivotal period. The evolving terrain offers a rich opportunity to recalibrate strategies per emerging consumer patterns. Tapping into this shift can pave the way for informed decisions and market strategies.

The TUP data reports on the penetration of iPad users, segmented by country and generations.

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