Dominant tech device brands [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, September 2, 2021

Apple dominates with most of the world’s users

Brand footprint is a measure of market penetration that explains much, while also painting a picture about the future. For companies like Apple with a broad product portfolio, a high number reflects the many ways that users can be included within Apple’s brand footprint – with any smartphone, PC, or tablet. Other tech brands are focused on specific category, and so best compared with their direct category competitors.

Apple dominates US device brands

Among online Americans, Apple’s brand footprint has grown slightly over the last two years, rising from 53% to 55%. During that same period, Samsung experienced a slight expansion from 31% to 33%, only to return to the 31% level. Dell, and HP have seen their brand footprint contract, each dropping by a full five percentage points. Some of this reduction has come from pandemic-related chaos: supply issues, channel challenges, shifts for some to work from home, and buyer’s economic struggles. Combined, these factors make buyers more likely to change their habits as well as their loyalties.

Looking ahead

To maintain its dominance, Apple needs to continue to provide enough value to its customers to stay within the fold. Apple has sought to walk the tightrope of high integration within its ecosystem while also balancing customer demands for openness and interoperability. There’s another side to captive stickiness. Brands that are seen as being too closed face the other side of a double-edged sword. Once customers move out of ecosystems or brand loyalty, they move quickly and fully. Meanwhile, other brands have mostly focused on competing within a specific product category. They have sought to build their perceived value through other means – availability, pricing, and the richness of their offerings.

About this TUPdate

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 2021, which is TUP’s 39th 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.

Indexing

Lenses: Devices, Mobile Phones, PCs, Tablets

Tables: DEV1xCOUNTRY through DEV7xCOUNTRY

Tags: Apple, Samsung, Dell, HP, Sony, Lenovo, Acer, ASUS, Huawei, Brands, Pandemic, COVID, Brand footprint, Market penetration

TUP_doc_2021_0902_domi-Dominant-brands-2021_0920_1122

Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. To share or quote excerpts, please contact MetaFacts.

Tablet installed base by brand and country [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, April 6, 2021 

Tablet users express their preferences by which brands they choose to use. This MetaFAQs details the brand of the active installed base of tablets in the US, UK, Germany, Japan, China, and India. 

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. 

Indexing 

TUP Lenses: Tablets, Devices 

Tags: Tablets, Brands, Apple, Samsung, Lenovo, ASUS, Google 

Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. To share or quote excerpts, please contact MetaFacts.