Tag: iPad

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The shock undermining monoculture or ecosystem dominance

The recent cybersecurity event involving Microsoft and Crowdstrike garnered much attention. It also renewed concern among consumers who may worry their Windows devices will be next to fail.

This TUPdate double-clicks on the devices people use in addition to a single computer, smartphone, or tablet. It splits out the share of online adults around the world (in the US, Germany, UK, Japan, and China) who use a computer, Windows 11 PC, Windows 10 or earlier PC, or Apple computer by the percentage of those who use other devices such as iPhones or Android tablets. It splits out the share of smartphone, iPhone, and Android smartphone users who use computers with Windows 11, 10, or earlier versions, Apple computers, iPads, or Android tablets. It also reports the multi-year shift in how many devices people use regularly. Report [TUP_doc_2024_0723_mono] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; Technology Ecosystems

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Apple deepens its loyalty in Germany and the UK

One hallmark of Apple’s success with its technology ecosystems is the breadth of Apple products that customers use. Using the most straightforward measure of market penetration—those adults who use at least one Apple product—Apple shows stable market penetration globally and in the US, the UK, Germany, and Japan. Looking one level deeper, the share of customers using two or more Apple OS devices shows a similar pattern, a positive sign for Apple. User penetration trends in China are less optimistic.

This MetaFAQs reports on the percentage of online adults using one or more Apple OS devices—an iPhone, iPad, or MAC—and those using two or more Apple OS devices. The data is split by country. Report [TUP_doc_2024_0213_aplt] in TUP Lenses: Technology Ecosystems; PCs; Mobile Phones; Tablets

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Early generations cling to Android tablets

The tablet market has been dominated by Apple’s iPads and a hodgepodge of Google Android tablets. There is a strong positive association between a user’s smartphone operating system and that of their tablets. Google Android tablets have their strongest share among German adults, especially those in earlier generations. Gen Z adults seem to have little appetite for Google Android tablets, even within Germany.

This MetaFAQ reports on the percentage of adult tablet users using a Google Android tablet, split by country and age generation. Report [TUP_doc_2024_0108_andt] in TUP Lenses: Tablets

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Apple edge: loyal customers

Apple has attracted a substantial base of loyal and highly involved customers. One measure of any company’s most loyal customers is those with many devices within a given ecosystem. In Apple’s case, as with Microsoft Windows, or Google’s Android or ChromeOS, this measure is based on the number of Apple products they actively use, such as an iPhone, iPad, or Mac. Apple’s technology ecosystem is one of Apple’s key differentiators, which promises to provide extra benefits to users of more than one Apple product. Potential benefits include smoother interoperability and a more consistent user experience. However, some market segments have limited control over the types of devices they use or they are using fewer devices in a quest for simplicity or economy.
This MetaFAQs reports on the number of online adults across five countries using two or more Apple devices: iPhone, iPad, or Mac. Report [TUP_doc_2023_1221_apl2] in TUP Lenses: Technology Ecosystems

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Android tablets are strongest among younger adults even as iPads lead

Apple iPads dominate the market for tablets, with a higher penetration than Android tablets among online adults around the world. Among millennials and Gen Xers, however, Android tablets have their strongest foothold, especially in the US. Among online Germans, Android tablet users outnumber iPad users among millennials, Gen Xers, and Boomers, and the reverse is true among Gen Z adults.

This MetaFAQs reports on the number and percentage of online tablet users by operating system family, country, and age generation in the US, UK, Germany, Japan, and China. Report [TUP_doc_2023_1103_andp] in TUP Lenses: Tablets

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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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