MetaFacts TUP/Technology User Profile analysis results for subscribers
What people actively use defines their brand loyalty and the depth of an ecosystem’s penetration. This TUP analysis looks at how many adults use an Apple OS device (iPhone, iPad, Mac) split by those who acquired them personally for home use compared to those who also use one that is employer-provided.
Technology ecosystems can be called truly unique when users actively use them differently than others. This TUP analysis reviews the activities American adults regularly do with their smartphones, computers, and tablets. It reports on the top 10 activities that are the most unique by ecosystem family – Windows, MacOS, ChromeOS; iOS and Android; and iPadOS and Android. Unique activities are defined as those with the widest range of use, where the difference is widest between the usage percentage between each given operating system family.
There has been a sea change in which connected devices people use as well as how they use them. This TUP Highlights report details the trends in device ownership, the shifts between technology ecosystems, and market penetration levels. It spells out the major activities for each type of device, and how usage has changed. Furthermore, it details how many employees use personal devices for remote work.
Among online Americans, Smartphones have reached the same penetration rate as PCs, partly due to some segments where PC usage has declined. Apple has propelled much of this growth, outpacing Android smartphones in nearly every segment. Windows PCs, while still dominant, have been gradually losing their lead and penetration rates among most segments. Usage of tablets has continued its slow decline, primarily due to lowered market penetration of iPads within most market segments.
Globally, more online adults plan to buy an iPhone than buy an Android smartphone. In purchase plans, iPads lead Android tablets even more substantially. The gap and direction vary by country and age of the respondent. This MetaFAQs reports purchase plans among online adults by device type, country, and age group.
While some may argue that a smartphone is a smartphone regardless of its ecosystem, users beg to differ, as shown by their actions. This MetaFAQs profiles activity usage differences between iPhones and Android smartphones, Windows PCs, Apple Macs, and Chromebooks, and iPads, Android, and Windows tablets.
Smartphones have rapidly, although not completely, replaced feature phones. Smartphone users have expanded their range of activities with new uses while also increasingly migrating activities from computers and tablets. This TUP Highlights Report profiles smartphones – their market penetration, user demographic profile, regular activities, usage profile, key competitors, and purchase plans.
This TUP Highlights report includes the following sections: penetration of smartphones versus feature phones, smartphone brand share, top activities for smartphones, smartphone carrier share, smartphone usage profile, trends in technology ecosystems, major activities for a market segment, and the profile of smartphone users.
Dan Ness, Principal Analyst, MetaFacts, October 13, 2021
The major technology ecosystems have each captured different market segments. This TUP MetaFAQs report details the current market penetration of Windows, Apple OS devices, and Google OS devices by age group, and work-from-home status within the US and across the US, UK, Germany, and Japan.
One measure of an ecosystem’s breadth is its market penetration. This MetaFAQs splits out the percentage of online adults using major OS families and form factors – such as Windows PCs and iPhones – by country and by age and employment status.