Sociodemographics – Page 3 – MetaFacts TUP Client Portal

January 8, 2024January 31, 2024

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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January 6, 2024January 31, 2024

Used and refurbished computer market health and youth

The market for used or refurbished computers is healthy, steady, and widespread. It is a common and ongoing practice among adults in the US, Germany, UK, and Japan. There is a youthful skew, especially among younger Americans.

This MetaFAQ reports on the percentage of home PCs acquired as used or refurbished, split by country and user age group.

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January 5, 2024December 5, 2023

Renters outnumber homeowners in some countries

In the US, UK, and Japan, nearly one-third of online adults rent their dwellings while the majority own their homes. By comparison, the situation is reversed in Germany, with nearly two-thirds being renters. Governmental policies and traditions support renters more strongly in Germany than in many other countries. This has implications for technology companies that offer products that a homeowner may be more inclined to buy and install, such as smart home appliances.
This MetaFAQs reports on the percentage of online adults in each country surveyed who rent their dwelling. Report [TUP_doc_2024_0105_dwel] in TUP Lenses: User Profile; Households

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December 22, 2023January 18, 2024

American and German household size associated with device newness

Americans and Germans in larger households tend to have newer devices than those in smaller households, a trend that has been forming since 2019. For example, the average age of an American adult’s primary device in households with four or more people is 1.7 years, a full year newer than the age in 2018. Similarly, among adults in larger households in Germany, the current device age is 1.9 years versus three years in 2018. There’s less difference in the UK, Japan, and China.

This MetaFAQ reports on the average (mean) age of the primary device in active use – smartphone, feature phone, computer, tablet, or game console. The averages are split by country and household size. Report [TUP_doc_2023_1222_famt] in TUP Lenses: Devices; User Profile; Households

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December 17, 2023December 5, 2023

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

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November 21, 2023November 2, 2023

Home computer use is age-skewed; whether youngest, younger, or older varies by country

Home computer use is age-skewed; whether youngest, younger, or older varies by country – Home computers are not used as readily by all age groups. There are wide age differences in most countries due to engrained habits, replacement by smartphones, and socioeconomics.
This MetaFAQs reports on the installed base of home computers among online adults in the US, UK, Germany, Japan, and China, split by user age group. Report [TUP_doc_2023_1121_pcag] in TUP Lenses: PCs; User Profile

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November 7, 2023October 26, 2023

A large share of online adults live alone

A sizeable share of the online public live alone, especially in Germany, yet also in the US, UK, and Japan. This research finding has implications for technology marketers, since our TUP data also shows that one-person households behave differently than those with many people, especially with children. Solo households buy technology products less often, have fewer products and services, and have different needs. Report [TUP_doc_2023_1107_alon] in TUP Lenses: User Profile; Households

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November 3, 2023October 26, 2023

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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November 1, 2023February 26, 2024

Youth versus experience: the new/used computer divide

Employers are saddling younger adults with used/refurbished computers. Over one-third of American adults aged 18 to 24 actively using an employer-provided PC are using one previously used by someone else. In the UK, that rate among younger adults is nearly as high. Older adults don’t have as high a rate.

This MetaFAQs reports on the percentage of PC users actively using a used/refurbished computer by computer ownership and age group within the US, UK, Germany, Japan, and China. Report [TUP_doc_2023_1101_used] in TUP Lenses: PCs; Mobile Phones; User Profile

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October 3, 2023October 17, 2023

American and German household size associated with device newness

Americans and Germans who live alone or with just one other person tend to have older devices compared to those in bigger households. For instance, 41% of Americans in households with four or more people got their main device in the last year. This is more than the 28% of Americans in smaller households of one or two people. This trend also holds true in Germany. But in the UK, Japan, and China, there’s less of a difference.

One factor behind this is that larger households often have kids. Having children in the household is linked to using technology more actively and being more open to new tech products and services. This MetaFAQs is based on TUP 2023 results.

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