In larger households, adults tend to spend more time on digital devices compared to those in smaller households. Adults in larger households use their connected devices more hours per week than those in smaller households. This pattern holds among online Americans, Britons, Japanese, and Chinese. Among German adults, the pattern is bimodal, with usage highest among German adults with 3 persons in their household.
This MetaFAQs reports on the average (mean) weekly hours online adults use their connected devices (computers, smartphones, tablets) during a week. Report [TUP_doc_2024_0119_busy] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Households
Remote workers continue using devices for the most hours
Workers who work from home even part of the time use connected devices for more hours than those workers who never work remotely. The gap in hours is substantial, nearly 50% higher among American remote workers and even higher among those in Germany, Japan, and the UK.
In addition to direct productivity gains by reducing time for commuting and preparing to be in a workplace, remote workers can also spend more time using devices to do their work and to communicate and collaborate with others. Also, the occupations with higher rates of remote work tend to be information-based. Conversely, those workers who never work remotely often have occupations that require an in-person presence, which may preclude the use of connected devices.
This MetaFAQ reports the average (mean) number of weekly device hours among workers in the US, Germany, UK, Japan, and China, with devices including work computers, home computers, smartphones, and tablets. Report [TUP_doc_2023_1229_prot] in TUP Lenses: Devices; User Profile; Work/Life Balance
iPhones are strongest among younger adults in most countries
Apple’s continued emphasis on a youthful market continues to bear fruit. The highest penetration of Apple iPhones is among adults aged 18 to 24 across all countries surveyed. This is especially notable in Germany, where Google Android phones have dominated the market for many years. Conversely, iPhones have much lower penetration rates among adults aged 50 and up, except in the US, where rates among older adults are only somewhat lower than average.
This MetaFAQs reports on the percentage of online adults using an Apple iPhone split by age group and country. Report [TUP_doc_2023_1217_ipho] in TUP Lenses: Mobile Phones; User Profile; Technology Ecosystems
Half of Americans use a smartphone for work
Half of Americans use a smartphone for work – Over half of online American adults utilize smartphones for various work tasks, from emails to videoconferencing. One in six American workers relies solely on a smartphone. Another quarter have all three: a smartphone, computer and tablet, and 80% of these rely on smartphones for work activities. Interestingly, half lack employer-provided computers.
This MetaFAQs reports on the percentage of online adults regularly using a smartphone for work-related activities. Report [TUP_doc_2023_1125_spwr] in TUP Lenses: Mobile Phones; Activities; Communication; Work/Life Balance
Smartphone replacement sooner in the US, UK, and China, especially among later generations
Smartphone replacement sooner in the US, UK, and China, especially among later generations – Keeping smartphones fresh and new is the current practice of most online adults throughout the US, UK, and China. Half or more of the online adults in these countries acquired a smartphone within the last 18 months. Online adults in Germany and Japan, however, are keeping their smartphones longer. In these countries, nearer to three in eight online adults have phones this new. Typical German and Japanese cultural values encourage people to keep many consumer products until they are no longer functional instead of replacing them simply because there are newer ones available. Ecological and economic concerns also contribute to keeping electronics longer than average, as well as country-specific carrier agreements.
This MetaFAQs reports when smartphone users acquired their smartphone by age generation and country. Report [TUP_doc_2023_1113_spne] in TUP Lenses: Mobile Phones; User Profile
Remote workers use their devices for the most hours
Remote workers use their devices for the most hours – Employees who work remotely tend to spend more time on their devices compared to those exclusively working from office locations. While the time spent on computers, smartphones, or tablets doesn’t directly equate to productivity, it may hint at heightened work activity, especially as remote work often translates to digital meetings. Notably, the difference in device usage hours is most prominent among workers in Japan and Germany. The disparity is most evident when comparing computer usage based on remote work status. This MetaFAQs reports on the mean and median number of hours employees in the US, Germany, UK, Japan, and China use their connected devices – computers, smartphones, and tablets, as well as with each device type. Report [TUP_doc_2023_1011_prod] in TUP Lenses: Devices; User Profile; Work/Life Balance
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.
Gaming trends and user profile
Online adults are deeply engaged in various forms of entertainment, particularly gaming. Over half of American adults use their connected devices for playing games, watching videos, and listening to music, like online adults worldwide. Despite temporary disruption due to the pandemic, the game-playing rate bounced back and grew gradually, indicating its popularity as a staple pastime. This is based on our TUP/Technology User Profile 2022 survey of 13,641 online adults across the US, Germany, UK, Japan, and China, as well as similarly-sized waves from 2019.
Nevertheless, the usage of specialized gaming equipment like game consoles, gaming PCs, or VR headsets has remained limited. Sony, Nintendo, and Microsoft’s Xbox remain the global market leaders in consoles, each resonating with specific demographic groups and geographical locations. Gaming activities are part of the regular life of most online adults and span all age groups, with younger generations showing a particularly high adoption rate of newer technologies.
Despite a strong focus on gaming, more online adults use their devices for other entertainment activities like watching videos or streaming music. The global demand for gaming, whether casual or immersive, remains substantial, offering growth opportunities. With Apple recently entering the VR/AR/MR headset market, the industry is primed for potential expansion beyond its niche focus. Manufacturers may need to reconsider their current gaming-focused strategies to seize emerging opportunities effectively and broaden their market reach.
This TUPdate looks into the trend around game-playing with connected devices (smartphones, computers, tablets, game consoles), and the use of specialized game equipment (gaming PCs, game consoles). It profiles game-players by their age generation groups, household composition, and presence of children.
Market potential for Apple Vision Pro and VR/AR/MR headsets
Apple has recently unveiled Vision Pro, a product with broader potential for applications well beyond the immersive-game orientation of many initial headsets. The presentation at the launch showcased Vision Pro’s versatility, demonstrating its potential ability to revolutionize a host of activities of many types: entertainment, communication, collaboration, productivity, creativity, and videography. Furthermore, the demo subtly highlighted the potential benefits of Apple’s ecosystem and tighter integration.
Interestingly, gaming and industrial applications, frequently highlighted in the launches of competing VR/AR/MR (Virtual Reality, Augmented Reality, Mixed Reality) headsets, were not included in the Vision Pro demo. This divergence indicates a strategic focus away from a unique niche segment of the market.
Analyzing consumer technology trends requires tracking behaviors, a practice underscored by years of TUP/Technology User Profile research. The mantra that ‘actions speak loudest’ remains as pertinent today as ever. The activities people engage in are the most reliable indicators of consumer technology adoption patterns. It is less about which devices or electronics consumers use; their behaviors are the most important.
An intriguing insight from TUP’s ongoing research is that people switch devices quickly and alter their behavior slowly. Consequently, it becomes crucial to explore the number of people who regularly engage in any given activity, which the research does in detail.
The research also sets out to identify the market size for each of these activities. It quantifies how many people participate in a broad range of these activities.
Furthermore, the report also highlights demographic details, Apple’s brand loyalty, and current VR headset penetration rates. By doing so, the study is expected to offer valuable insights into the potential future for VR/AR/MR headsets such as Apple’s Vision Pro.
Long-term smartphone trends and generational shifts – 2011 to 2022 – US
Smartphones have risen to ubiquity from 2011 to 2022, although some generations of Americans have been faster to adopt. Apple iPhones or Android smartphones are stronger among some generations than others. A growing number of Americans are using their smartphones for activities formerly dominant on home computers and tablets, such as personal email and Internet browsing.
This MetaFAQs reports on the penetration of mobile phones, smartphones, Apple iPhones, and Android smartphones from 2011 through 2022, split by generational age group: Gen Z, Millennials, Gen X, Boomers, and Silent/Greatest. Furthermore, it reports on the top five smartphone activities overall and for each of these generations.