Dan Ness, Principal Analyst, MetaFacts, March 23, 2018
The number of connected adults continues to rise in the US. Based on our TUP/Technology User Profile 2017 wave, there are 212.6 million adults who regularly connect to the Internet using a PC, mobile phone, tablet, or game console. This number is up 18.9 million from the 193.8 million adults we reported in our TUP 2013 wave.
While some of the increase has come from a growing adult population, the share of adults actively connected has also grown, due in large part to the increasing use of smartphones. The use of tablets such as Apple’s iPad has also expanded since 2013, although declined somewhat in 2017.
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Dan Ness, Principal Analyst, MetaFacts, March 13, 2018
Age matters when it comes to voice assistant use, and it’s overly simplistic to say that they’re mostly being used by younger adults. Yes, there’s a strong age difference between active voice assistant users, former users, and those who’ve never even given one a try.
And yes, otherwise-connected adults that have never used a voice assistant are older than active users by a decade. The average age of a connected adult who has never used a voice assistant is 51.7 years. By comparison, the average age for active voice assistant users, those who’ve used one at least once within the last 90 days, is 41.6 years.
However, in this time of experimentation and users finding their own voices, younger adults are disproportionately former voice assistant users. They used a voice assistant within the last year and haven’t used one since.
This is based on results from the MetaFacts Voice User Profile (VUP) survey conducted in February 2018. The results report on active usage, which is a practical measure to contrast with the promised potential of what voice assistants may or may not be able to do. Our TUP 2017 results show a similar pattern – the novelty effect. Older Millennials have the highest active voice assistant usage rates. This group of 28-36 year-olds also shows the steepest dropoff between recent and less-recent use. This novelty effect is also prevalent among younger millennials (age 18-27) as their usage rate drops.
Observations
As a long-time tech analyst, I’ve seen many technologies go through fits and starts as they either reach broader adoption or settle back into their niches. Apple’s Macs had PlainTalk 25 years ago, yet the voice recognition and speech synthesis system never reached widespread regular use. Still, the earliest adopters found ways to use these early voice assistants, such as dictation. Apple’s Siri arguably brought usable voice assistants into handy use for a much broader audience. The most-recent entries from Amazon and Microsoft to Google have brought a lot of heat and light to the category, although it’s still too early to declare voice assistants as be mainstream. There are many challenges ahead for makers of voice assistant systems and listening devices. It’s hard enough to encourage users to experiment with a voice assistant. It’s even harder to get users to continue using the technology after the novelty wears off. Many who have tried have given up, disappointed or daunted that their voice assistant hasn’t lived up their, er, its words.
Source
The information in this MetaFAQs is based on a survey of 7,410 online adults in mid-2017 as part of the MetaFacts Technology User Profile (TUP) study and 525 online adults during February 2018 as part of the MetaFacts Voice User Profile (VUP) study. The TUP and VUP study universes included a representative sample of online adults, with active voice assistant users, former voice assistant users, as well as consumers who have never used a voice assistant.
About MetaFAQs
MetaFAQs are answers to frequently asked questions about technology users. 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.
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.
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Dan Ness, Principal Analyst, MetaFacts, January 16, 2018
The number of actively connected seniors continues to rise, even while their connection rate has stalled. Also, seniors are very active with their connected devices, from PCs to tablets and smartphones.
There are more American seniors online than ever before. This is primarily due to two factors – rapid mobile phone adoption and the growing number of seniors in the U.S. population. Based on our TUP/Technology User Profile 2017 survey, nearly 44 million adults age 62 and older actively using a PC, tablet, mobile phone, or game console to connect to the Internet.
A market segment often overlooked or derided by the tech industry, seniors have been increasingly embracing technology, weaving it into the fabric of their lives.
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Dan Ness, Principal Analyst, MetaFacts, January 10, 2018
Employees in technology roles or industries are strikingly younger than employees in other US employment roles and industries.
As released in our most recent wave of TUP/Technology User Profile 2017 – our research shows that employees in either technology-focused roles or in technology-oriented industries are much younger than the average American employee. Also, those employed in both technology roles and technology industries are the youngest of all.
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Dan Ness, Principal Analyst, MetaFacts, December 1, 2017
Who can quantify the pride or commitment of a parent? On social networks, I often see a parent sharing their happiness about their child reaching an educational milestone.
One measure of parental pride, dedication, or support could include the investment they make in tools to help their children grow and learn. Technology spending among adults with children continues to increase, and especially so among those with younger school-age children.
As released in our most recent wave of TUP/Technology User Profile – 2017 – our research shows that spending on home technology devices and services has increased both in volume and breadth. The number of connected adults with school-age children has grown, and so has their average tech spending. In TUP 2015, we found that 72.5 million connected adults were in households with children. That grew to 81.2 million, as ascertained in our TUP 2017 wave.
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Dan Ness, Principal Analyst, MetaFacts, November 3, 2017
Many home PCs arrive wrapped with a bow, having been a gift from some well-meaning friend or family member. In our most recent wave of TUP/Technology User Profile (2017 US), we found that 11% of recently acquired (2016 or 2017) home PCs were acquired as a gift.
Many of the gift Home PCs came with more than wrapping, with a higher-than-average share bundled with a scanner, monitor/display, and printer. It stands to reason that these generous donors are including their used scanners, monitors, and printers.
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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, February 17, 2017
Which comes first – Smartphone? Tablet? Notebook? For a small and steadily growing segment, the tablet comes first as the primary connected device.
Over the last three years, the share of connected adults using a tablet as their primary device has expanded. In our 2014 wave of TUP, we found that 6% of adults were using a tablet as their primary device – before a PC, mobile phone, or game console. In TUP 2015, the tablet-first rate had grown to 7% and by TUP 2016, reached 9%.
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