Tag: Market penetration

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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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The active base of computer and printer users is declining

The world is shrinking, at least in terms of the share of adults using computers and printers. While both the computer and printer industries have enjoyed a growth-oriented mentality for decades, that orientation has slowed. Accepting this reality means that technology marketers need to orient towards replacement markets where users are focused on replacing or enhancing the technology they have. Also, it means that fewer users are first-time or new to technology. Instead, the base of users has experience that is deepening and lengthening. This MetaFAQs reports on the penetration of computers and printers among online adults in the US, Germany, UK, Japan, and China from 2021 through 2023. Report [TUP_doc_2023_0921_decl] in TUP Lenses: PCs; Printers

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Simplicity coalesces with smartphones

The long-term trend towards actively juggling many connected devices has reversed. It has even slid as users consolidate their activities on a smartphone. Furthermore, people use their devices for a narrower range of activities, simplifying their device collection and what they do with them.

Many users shifted to using a notebook and smartphone only to continue their shift using their notebooks less than before. Tablets offered to combine the best of computers and smartphones but instead have fallen into a gap between them. Meanwhile, the majority of people have migrated their activities onto their smartphones. Some of the motivation has been a quest for simplicity, although, in fact, convenience has driven more people. Economics have also played a part, spurred by the many shifts in work in response to the pandemic.

Only ten years ago, the average online adult regularly used as many as four types of devices, most frequently using a home computer, work computer, smartphone, and tablet. Although computers are still in active use, when they are being used, many have been relegated to specific tasks, such as shopping, watching videos, or intensive games.

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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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Microsoft CoPilot – generative AI as an enterprise Office 365 service for creatives

Microsoft announced an upcoming service for its Microsoft 365 service that integrates the user’s data using generative AI. Called Microsoft CoPilot, the service will first be offered to enterprises. This TUPdate measures the potential market of those most likely to adopt and benefit from the service.

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