Dan Ness, Principal Analyst, MetaFacts, March 17, 2021
Voice assistants Apple Siri, Google Assistant, and Amazon Alexa can be used on various devices. This MetaFAQs reports on the number of adults in the US who actively use a voice assistant on a smartphone, tablet, or PC, or use a voice-enabled speaker from Apple, Google, or Amazon. This is split by the voice assistant platform’s brand and the number of Apple devices they use – spanning iPhones, iPads, Macs, Watches, Apple TV set-top boxes, or HomePods. There are two charts – one with the millions of Americans and another with the percentage within each voice assistant platform.
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Dan Ness, Principal Analyst, MetaFacts, December 7, 2020
Are smart displays making any headway?
With videoconferencing entering the mainstream and getting a recent boost during pandemic stay-at-home orders, there was a possibility that smart displays would get broad market acceptance. Based on our most recent research results in TUP/Technology User Profile 2020, market penetration is still quite small.
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Dan Ness, Principal Analyst, MetaFacts, May 22, 2019
Most Americans value their privacy, although many have resigned themselves to having less, while others are taking steps to better safeguard theirs. Are privacy concerns a factor affecting the behavior or everyday Americans? Do attitudes and beliefs around privacy affect technology usage? Do Americans trust some brands more than others? How widely held is a need for online privacy?
To address these questions, we conducted a short survey among online Americans in May 2019 as part of the preparation for TUP/Technology User Profile 2019.
Our research results show that many online Americans are willing to live with inner conflict, finding a balance between their fears and their quest for convenience. Even those feeling strongly are still using systems they distrust.
The Innocent Need Not Worry – Agree?
An idea that’s been mentioned around privacy debates for more than 100 years goes something like: “why do you need privacy if you’ve done nothing wrong?” We asked respondents how strongly they agree or disagree. Their responses reveal a strong split among online Americans – more than any other question we asked in this survey. Nearly half (55%) disagreed or strongly disagreed that “Anyone who has done nothing wrong not worry about their privacy”. A smaller yet substantial number (37%) disagreed. There’s widespread and growing concern about online privacy, along with acceptance that online, nothing is really private.
Worry-Free Innocents are Bigger Tech Adopters
The strength of belief in “nothing to hide” exposes a wide split among online Americans in usage rates of certain technology: namely home security cameras and voice assistants. Among the “Innocent need not worry”, the use of home security cameras (such as from Arlo) are being used at more than three times the rate than among the “Innocent should worry.” There have been many widely reported breaches of cloud-stored images, especially among some of the earliest cloud camera implementations.
The use of or avoidance of voice assistants is also split by attitude, with usage rates being roughly twice as high among the “Innocent need not worry” versus the “Innocent should worry”. As with breached cameras, there have been mainstream reports about voice recordings or listening devices being compromised.
Usage rates of iPhones and Android smartphones is not markedly different between these groups, nor is the use of social networks Nextdoor or Facebook. However, iPad usage is higher among the “Innocent need not worry”.
Facebook Least Trusted
A bigger issue facing Facebook is that of trust, or more accurately, lack of trust. Americans trust Facebook least of all among Google, Apple, Amazon, and Microsoft. Within the last several years, everyday consumers have been alerted to a series of privacy breaches in news reports in mainstream news. Although tech-oriented users have been cognizant of the inherent threats to privacy from their online activities, these concerns have broadened into the general public. Just over one-fourth (27%) of online Americans distrust Facebook while 23% similarly distrust Google, saying they trust them “Not at all” or “To little extent”. And, only slightly more than one-third (36%) say they do trust Facebook, in strong contrast to the majority who report trust of Google, Apple, Amazon, and Microsoft.
Cognitive Dissonance, Denial, or Cluelessness?
There are many in technology and marketing circles who dismiss privacy concerns, pointing out that although many people express concerns, they then paradoxically go ahead to use or buy that which they distrust, despite their awareness and fears. That display of cognitive dissonance is clearest among users of Facebook’s properties. Of those who use Facebook, Instagram or, WhatsApp, only 39% say they trust Facebook. That’s half the trust rate among Apple’s users, where over three-fourths (77%) express trust.
Distrust is also strong among Facebook’s users, with 20% saying they trust Facebook “Not at all” or “To little extent”. Google isn’t much better off, with nearly a quarter (23%) of their users expressing distrust of Google. Apple, on the other hand, has only 8% of its users expressing distrust.
Apple’s Head Start on Perception of Privacy
Within the last year, Apple has increased its marketing around privacy. Apple’s current customers are already more privacy-oriented than the average online American. A higher share describe themselves as being more careful about their privacy than most people, and noting that they’ve been taken advantage of often. This predisposes them to be more receptive to privacy as a reason to choose Apple’s products and services over others.
Looking ahead
As a marketing issue, online privacy is likely to continue getting stronger and more widespread. Most likely the word privacy will be defined and redefined in many different ways by each entity, leading to further market confusion. Apple’s privacy-oriented and aware customers are likely to continue as such, solidifying their reliance on Apple. In contrast, non-Apple customers will be less and less likely to switch to Apple as they’re mollified by promises of privacy from Google, Facebook, and others. The perceptual gap around privacy issues will be further eroded by claims. Meanwhile, as adoption of voice assistant and smart home devices expands, we can expect continued reports of data breaches and privacy failures. Realistically, these privacy events are unlikely to discourage users from using their existing services to any large degree. Convenience, habit, denial, and acceptance (aka resignation) are strong forces among online Americans. In other words, we can expect more of the same.
We’re going to see a rising challenge to offer convenience while truly managing privacy. Makers of products with capabilities that everyday users may associate with privacy risks – such as those with integrated voice assistants or cloud cameras – will need to be aware of the market’s needs for privacy, and likely offer alternate versions without these capabilities. Or, makers of these products will need to offer settings that will assure privacy, such as ways for nontechnical users to confirm sensors such as microphones or cameras are inoperable. Even products that track personal information in ways less obvious to regular consumers – such as tracking multiple factors such as location, device ID (such as MAC address), viewing habits, or other behaviors – will need to address privacy beyond the usual license agreement. I expect we’ll see alternate “privacy” versions of smart home products from wireless speakers to TVs and thermostats that are designed to have limited or no tracking.
At the end of the day, privacy will continue as an important product feature, added to the list of speeds, feeds, and checklists that consumers will use as they choose what they buy or avoid.
About TUPdates
TUPdates feature analysis of current or essential technology topics. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual. TUPdates may also include results from previous waves of TUP.
Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.
Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used in a generative AI system without express written permission and licensing. To share or quote excerpts, please contact MetaFacts.
Dan Ness, Principal Analyst, MetaFacts, May 8, 2019
There are many ways to serve technology users, and each family of operating systems – Apple’s, Google’s, and Microsoft – have expanded in different ways. While Windows-driven products are being actively used by nearly three-fourths (73%) of U.S. online adults, Apple MacOS and iOS devices and Google Android devices are each being used by half.
Device penetration by ecosystem
This is based on the results of our TUP/Technology User Profile 2018 and 2017 surveys, with sample sizes of 14,273 and 13,572, respectively, with 7,886 in the US.
Each OS family leads in their own way. Apple has more than 10% of Americans using one of five types of devices: Smartphone, Tablet, PC (Macs), and a TV set top box and service, or watch. Google Android/Chrome OS has a different set of five types, with speakers stronger than Apple and PCs weaker than any other. Microsoft Windows only has 10% or more of Americans using one of two categories: PC or Tablet.
Penetration growth for Apple
While market penetration is one important measure, even more telling is active device quantity. The average number of actively used devices has shifted in the US as well as in other major markets. Between 2017 and 2018, the average number of Apple devices in active use rose from 2.2 to 2.3 in the US, 2.0 to 2.1 in China, and 1.6 to 2.0 in India. Meanwhile, Windows use has declined across all markets surveyed.
Apple stabilizes in the US
Netting together the various Apple OS product categories, Apple’s footprint in the US did not change between 2017 and 2018. Growth within that base has been with a broader adoption of Apple TV. In India, Apple’s penetration has risen markedly, reaching 45% of online adults in India. Most of the growth has come from two strongly accepted products: Apple TV and Apple Watch.
Apple’s expansion in India
Looking ahead
We’re likely to see a further fragmented world, with Apple focusing primarily on breadth and Google on initial penetration. Apple will continue to focus on deepening their relationships with their customers while Google will continue its conquest for new customers. Apple’s direction will be one of expanding services and commensurate revenue streams, serving their unique customer base more deeply. Meanwhile, Google’s direction will be mostly about supporting any devices or services that will help them expand their data acquisition and advertising businesses. Apple’s expanded emphasis on privacy and security will play well with their existing customers and more importantly may yet attract users further away from the Google ecosystem. Beyond the speeds and feeds of the latest gadget, these softer issues of privacy and security are likely to help Apple more than Google.
About TUPdates
TUPdates feature analysis of current or essential technology topics. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual. TUPdates may also include results from previous waves of TUP.
Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.
Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used in a generative AI system without express written permission and licensing. To share or quote excerpts, please contact MetaFacts.
Dan Ness, Principal Analyst, MetaFacts, October 19, 2018
Convenience is the surest bet to reach technology consumers. When it comes to voice assistants, convenience must be handy. It shouldn’t be surprising that consumers first choose what’s familiar and close to hand. More are actively speaking to devices they’ve already had before using smart speakers.
Among American adults, five times as many use a smartphone than a smart speaker to access a voice assistant. This is based on results from the most recent wave of TUP/Technology User Profile. Nearly half, 46%, of online adults in the US used a smartphone to access a voice assistant such as Apple Siri. One in five, 20%, used a tablet. Smart speakers, such as an Amazon Echo or Dot were only being used by one in eleven, 9%, of online US adults.
Among those using a smartphone to reach their voice assistant, the median household spending for technology devices and services for the full prior year of 2017 is $4,500. By comparison, those using a tablet to reach their voice assistant average $6,750, and those using a smart speaker average $6,560.
At first glance, it may seem compelling that smart speaker users are much bigger spenders. Their median spending for home technology devices and services is double the average online adult. However, tablets are more compelling. Those who use tablets to reach their voice assistants spend a bit more than smart speaker users, at $6,750. More importantly, they are more numerous. In fact, there are more than twice as many, with tablet voice assistant users making up 20% of online adults.
Looking at total spending, smartphone voice assistant users are putting their money where their mouth is. Although their average spending on technology devices and services is lower than users of tablets or speaker voice assistants, there are so many more of them that their total spending is higher.
Looking ahead
Consumers are still experimenting with voice assistants, regardless of device. Although smart speakers are getting a lot of attention, it’s worth keeping an eye, and ear, on tablets and smartphones. After all, money talks.
About TUPdates
These results are based on results of the MetaFacts Technology User Profile 2018 survey, its 36th consecutive wave.
TUPdates feature analysis of current or essential technology topics. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual. TUPdates may also include results from previous waves of TUP.
Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.
Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used in a generative AI system without express written permission and licensing. To share or quote excerpts, please contact MetaFacts.
Dan Ness, Principal Analyst, MetaFacts, April 13, 2017
The terms “free” and “unlimited” continue to entice consumers and employees alike, in offers of faster bandwidth to larger data storage. The promise of enormous, convenient, and always-available storage space is helping Google, Apple, and Microsoft attract and retain customers within their fold. It’s also helping Amazon and the many other dedicated Cloud storage/sharing services, even while many offerings may be risking consumer and corporate security and privacy.
Cloud storage and sharing services have tapped into core needs, reaching a high share of American adult consumers and employees. We Americans like our stuff, and we love convenience. As surely as we pile clutter into garages and self-storage facilities, we accumulate countless zettabytes of images, music, movies, pre-binged TV episodes, documents, among other files. We also want to know our stuff is safe and can be easily retrieved whenever and wherever we want it.
Employed adults are especially strong users of cloud storage and sharing services. Sixty-nine percent of employees actively use cloud storage/sharing services, and their use is not restricted to personal files and documents. Almost half (47%) of employees back up work files/documents online and 43% use cloud storage/sharing services for work files. Employees love the convenience of ready access, even while their employers may have policies and guidelines to protect and restrict the use of corporate files on personal devices or offsite.
Employers have mixed feelings about consumer-class Cloud Storage/Sharing services, while employees have charged ahead. About 15 years ago, I was moderating some focus groups with IT Managers. We were measuring their responses to a unique device to back up files on their employee’s mobile PCs. It was almost funny to hear their inner conflicts. At first, the IT managers strongly stated that user files were essential to their employer and job, so must be backed up. They shared horror stories of execs having lost critical files, often at early morning hours in distant locations. Later in the discussion, however, these same IT managers claimed they didn’t have the time or budget to create backups of anything not on their managed servers. In a classic case of cognitive dissonance, they failed to recognize a strong need in their organization, or see any reasonable solution.
Operating system domination
Dominating technology markets requires an ever-expanding footprint. No longer limited to having one’s customers use the same brand or operating systems family across one device type, tech market dominance requires customers to adopt ecosystems and offerings spanning devices, software, services, media.
Cloud storage/sharing is proving to be one way to build dominance. There is a strong association between the number of devices with a given operating system family and the primary operating system of the device primarily used for cloud storage/sharing activities. Connected adults using an Apple OS device (iOS, macOS) as their primary cloud storage/charing device use the largest number of Apple devices. With an average (mean) number of 2.9, this is more than three times the number of these user’s number of Windows devices and nearly six times as many Google devices used for any activities.
There’s a similarly positive, although weaker, relationship between Windows and Google devices. Users mostly choosing a Google OS (Android, Chrome) device for cloud storage/sharing activities have a higher average number of Google devices than Windows or Apple devices. Users primarily using Windows OS devices for cloud storage/sharing use more Windows than Google or Apple devices.
Device types
Across all types of consumers – employed or not – 58% of connected adults use any of their devices for cloud storage/sharing services. Home PCs are the most popular device, used for these services by 39% of connected adults.
Smartphones and tablets are the 2nd and 3rd most-used devices. Cloud storage/sharing services help users get access to files on devices which don’t have any removable memory, including access to a USB flash drive or hard disk, and an effective substitute for files attached to emails.
The broadest users, those who use the largest number of cloud storage/sharing activities, use the services at nearly the same levels across each of their many devices. Nearly twice as many use their home PC for 4 or more cloud storage/sharing activities than only use 1-3 activities, 25% to 13%, respectively. Similarly, the broadest users are the majority of users for those using smartphones, tablets, or work PCs.
Key activities
Of the most common cloud storage/sharing activities, backing up personal files is the most widely used activity. Forty-three percent of connected adults regularly do this. It’s hard to beat the convenience of an Internet-connected backup. Removable hard drives and USB flash drives are also easy to use, yet can be misplaced, fail, or not be at hand when wanted. Each of these offers the benefit of physical security, unlike data that is stored offsite. However, most non-technical users don’t feel the need for heightened security and rely on the security methods of their cloud storage companies.
Cloud services also offer unlimited size, depending on the service and subscription. This makes it easier for users to enjoy the services as convenient places to access their files from their various devices and locations.
Although many Cloud Storage/Sharing services are consumer-class, and may not be sanctioned by the user’s employer, using them for work files is a widespread activity. Backing up work files/documents online is regularly done by one-third (34%) of connected adults, and in turn by 69% of employed or self-employed adults.
Activities by device
Home PCs have the highest share of users across all types of cloud storage/sharing activities. Smartphones being used for cloud storage/sharing of personal files, at 18% of connected adults, is only slightly behind the number who use Home PCs for this. The same activity is the leading one for tablets. For users of work PCs, the top activities are for work files and documents, and less so for personal ones.
Key users of cloud storage/sharing activities
There are 74 million most-active cloud storage/sharing users, who regularly do 4 or more activities. They have some unique characteristics.
Employees in several industries stand out with usage rates of double or nearly-double the national usage rate of 34% of connected adults. Within the construction industry, usage includes 72% of connected adults working in this industry. This makes sense when you consider that each step from design through construction can benefit from quick mobile access to plans, images, and materials.
Three key employee roles stand out as being especially strong in their usage levels. IT/IS, executives, and specialists all have 60% or more of their numbers actively using a broad set of these activities.
Demographically, younger males (age 25-44) have usage rates of 62% or higher. Older millennials of any gender also have high usage – 59%.
In contrast, there are several segments where there are a small number of hardy users, outnumbered by their contemporaries. For example, among older adults and retirees, while there are very active users, their usage levels range from 4% for the Silent+Greatest Generation (age 71+) to Baby Boomers (age 52-61) at 14%.
Looking ahead
Human needs do not change quickly. Technology offerings change much faster, in efforts to meet those needs. I don’t expect consumers to suddenly tidy up their collections of unwanted files. Similarly, I don’t expect employees to suddenly fall into compliance with their employer’s guidelines and restrictions for cloud storage/sharing services. Instead, I expect consumers to continue to amass their collections of digital items, chasing ever-larger spaces. This, in turn, will continue to pressure demand for ever-faster transfer speeds and data plans to be able to maintain ready access to their collections.
Despite privacy and employer compliance and security concerns, the majority of consumers and employees will continue to expand their usage and reliance on cloud storage/sharing services. Independent pure play services such as Box and Dropbox are likely to feel the squeeze of market concentration that comes as major players broaden their offerings to deepen their customer footprint. The pressure will come from many directions – device manufacturers, software developers, ISPs, telcos, and media conglomerates. While these variously compete or cooperate to gain control over consumer’s files and data, consumers themselves will continue their amassing and accumulation.
The days of personal data are growing fewer. That which is offline and stored locally is destined for the junk heap, or at least the garage or storage facility.
About TUPdates
These results are based on the MetaFacts TUP/Technology User Profile 2016 survey, its 34th wave, with 7,334 respondents (US).
TUPdates feature analysis of current or essential technology topics. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2020, which is TUP’s 38th annual. TUPdates may also include results from previous waves of TUP.
Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.
Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used in a generative AI system without express written permission and licensing. To share or quote excerpts, please contact MetaFacts.
Dan Ness, Principal Analyst, MetaFacts, January 27, 2017
In the mid-1980’s, one of my Apple Macs overheard me on a phone call and startled me by speaking “Wouldn’t you like to know?”. The Mac’s dialog box suggested I had asked “Macintosh, do you have an Easter Egg?” Evidently, I had triggered one of those hidden messages some programmers like to include for fun. That was quite a bit earlier than today’s quirky responses after asking Apple Siri certain questions such as “What does the fox say?” or asking Amazon Alexa “how much is that doggie in the window?”
Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used in a generative AI system without express written permission and licensing. To share or quote excerpts, please contact MetaFacts.