PCs continue to hold a central role among online adults, especially as a substantial number work from home or find ways to stay connected. However, PC users are not all the same in the type of PC they use nor how they use them. This TUP Highlights report details the shifting market penetration of PCs, how ownership has changed, and which brands are leading. It details how often PCs are being used as well as how they are being used for everything from remote work to communication, shopping, and entertainment.
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: 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 VR Headset users
So far, virtual reality has been a dream, only being actively used by a small number of creative and fun-loving pioneers. Within the TUP 2021 survey, MetaFacts identified 358 respondents that report regularly wearing VR headsets.
This MetaFAQs report details their game-playing activities, including which devices they regularly use, along with their demographic and technological profile.
Profile of American immersive/video game-players
Playing games is more than a casual pastime for many, especially those who play immersive & video games. This MetaFAQs reports on the number of Americans who regularly use any of their connected devices to play immersive/video games – game consoles, smartphones, computers, tablets, or more than one. The report profiles respondents by age, gender, life stage, and other characteristics. Further, it reports on the other unique activities and consumer electronics this fun-loving group enjoys, including VR headsets and home projectors.
Profile of American Microsoft game console users
Truly active gamers love their game consoles, including Microsoft’s Xbox. However, that love is not exclusive since a fifth of Microsoft’s game console users also use a Nintendo, and a fifth uses a Sony game console. Microsoft has only reached 14% of all online Americans, primarily among younger males. This MetaFAQs report profiles American Microsoft game console users by several critical demographic and behavioral factors distinctive from the average American online adult: age group and age within gender, employment status, household size, life stage, and mix of technology ecosystems. Further, it details the percentage who use a VR headset and those who play games with a smartphone, PC, gaming PC, or tablet.
Profile of American Nintendo game console users
While 19% of all online Americans use any Nintendo game console, penetration is highest among the youngest male and female adults. This MetaFAQs report profiles American Nintendo game console users by several critical demographic and behavioral factors distinctive from the average American online adult: age group and age within gender, employment status, household size, and life stage. Further, it details the percentage who use a VR headset and those who play games with a smartphone, PC, gaming PC, or tablet. Also, it reports on the competitive mix, with the percentage of American Nintendo game console users using Sony and Microsoft game consoles.
Profile of American Sony game console users
Nearly a quarter of online Americans use a Sony game console, a higher penetration rate than competitors. Usage is most substantial among the youngish males, dropping off steeply above age 44. This MetaFAQs report profiles American Sony game console users by several critical demographic and behavioral factors distinctive from the average American online adult: age group, gender, age within gender, employment status, presence of children, household size, and life stage. Further, it details the percentage who use a VR headset and those who play games with a smartphone, PC, gaming PC, or tablet. It reports on American Sony game console users’ competitive position by those who additionally use Nintendo and Microsoft game consoles.
VR headset adoption
VR headsets are slowly and unsteadily working their way onto the heads of online adults. This TUPdate shows how penetration has expanded (and contracted) since 2018. By reviewing the activities that VR headset users do with their other connected devices – smartphones, PCs, tablets, or game consoles – this TUPdate profiles just who these VR headset early adopters are. Their creative, fun, collaborative, and educational activities point the way to possible hotspots of VR headset adoption.