Extensive information about the personal computer market is available in TUP – Technology User Profile.
Despite the on-the-go lifestyle of the technology consumer, there’s still a sense that “home is where the heart is.” It seems that home and work desktop PCs, while no longer the only option, still have a solid place in the tech-race. As mobile devices develop more PC-like qualities, and as desktops grow out of clunkerhood, each spurs the other on to top the market.
Below are a few examples of questions addressed in TUP related to the PC market. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies and services are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece, providing access to answers to the following questions as well as many others.
- Primacy – what is the center of the user’s world? Their home PC, work PC, mobile phone? Is it one device or many?
- Are mobile computers for more or fewer years than desktops? If so, what’s the difference, and who uses them longest?
- Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed?
- Who are the Windows XP users, how many are they, and what other tech products do they have?
- Which PC brands dominate the PC market? How does this vary within brand segment?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment?
- Are Apple’s retail shoppers already the Apple-faithful or is Apple drawing in the unconverted? Who are these shoppers?
- The most-mobile customers – where do they go and what do they do?
- Who’s busiest – desktop users or notebook users? How do their profiles differ?
- How are Smartphones challenging or complementing mobile PCs? Which market segments are coalescing around which platforms?
- How much have PC users integrated PCs into their personal lives?
- Used/Refurbished PCs – who buys them?
- How does the life and lifespan of a PC vary by form factor? Does it vary by brand? By user segment? By tech spending behavior?
- What are the leading PC brands among Hewlett Packard printer users? How does this differ for the other major printer vendors?
- What channels do people use for buying PCs? How about printers and printer supplies? How do Best Buy customers compare to Office Depot or Staples shoppers?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- Who is buying the highest-end PCs? Are there brand differences? What else do users buy and what else do they use?
- How is HP’s PC penetration within the overall HP footprint?
- Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
- How does PC and online usage vary across segments such as workplace company size or industry?
- Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services are used the most, and among which segments?
- What is the mix of communication products, services, and activities – email, voice, text, chat, etc. – by segment?
- What do most people do with their mobile phone as compared to their PC? Which user segments align with which platforms?
- Which tech buyers focus more on retail than shopping online and vice versa?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- How do online shopping activities differ between Hewlett Packard, Apple and Dell customers?
- Tech adoption cycles may not be as fast as the tech-focused think. How many and which users still use older tech products?
- Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from?
- Which key tech devices are consumers planning to buy? Which segments show the strongest plans and how does this compare to their tech spending?
- Do Apple users “grow up and give up” their Apple? When do they get one again, if they do?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- To what extent have Dell and Lexmark penetrated the printer market? Which segments have they penetrated? What is Hewlett Packard’s share among Dell computer owners and Dell or Lexmark printer owners and has this changed?
- Are Apple’s best customers really unique?
- How do consumer attitudes about purchasing technology differ between Apple, Hewlett Packard and Dell customers?
- Who spends the most hours online?
- How has the division of work vs. personal use of technology products continued to blur?
- How prominent is Home PC renting versus outright purchase?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- How strong is name-brand dominance?
- What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
- Is the smartphone killing PC shopping?
If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.
MetaFacts, Inc. helps technology marketers find and measure their best and future customers.
Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full datasets.
For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.
The above questions are answered with most waves of TUP/Technology User Profile.