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Tablets have been declining in widespread active use over the last five years. Among American online adults, the penetration rate for actively using a tablet has dropped from 60% in 2016 to 36% in 2020. Usage rates have similarly dropped among online adults in the UK and Germany.
While US and UK usage rates have been similar, tablet use in Germany has trailed.
Is playing immersive or other games on a PC more likely in a smaller or larger household? How widespread is PC game-playing in the US, Germany, UK, and Japan by household size?
Is playing immersive or other games on a smartphone or feature phone more likely in a smaller or larger household? How widespread is mobile phone game-playing in the US, Germany, UK, and Japan by household size?
Are tablets being used to play games? Is the share higher or lower among households with more persons? This MetaFAQs reports on the percent of online adults regularly playing a game using a tablet by household size and country.
Are households with more occupants more likely to have their connected devices sharing sounds, or are they less likely? Do large households have a higher or lower prevalence of listening activities, using their smartphones, PCs, or tablets for phone or video calls, watching TV or videos, or listening to music? This MetaFAQs details the percent of adults regularly engaged in listening activities by household size and country.
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.
By Dan Ness, Principal Analyst, MetaFacts
Working from home. While it is a blessing for some and may feel like a curse for others, only the few get the privilege. Being able to work from home during widespread public health safety shutdowns has sustained employment for many employees. It has also brought new challenges for those with school-age children or insufficient technology. It has also brought about faster adoption of certain technology products and services while revealing long-present sociological differences. The differences may persist while many of the technological changes will be temporary and evolutionary, not revolutionary.
As of May 14th, 2020, one fourth of online Americans (26%) were working at home. This represents 60% of online Americans employed full-time or part-time on May 14th, 2020. Most of these only started working from home recently. Almost half (48%) of employed online American adults started working from home after February 2020.
Also, as of May 14th, 43% of online Americans were employed full-time or part-time, 8% were self-employed, and 19% reported being temporarily or seasonally unemployed.
Note that 19% rate is not a directly comparable measure to the widely followed U3 unemployment rate from the BLS, which represents active jobseekers. Instead, it is closer in methodology to the U6 rate, which includes discouraged and unemployed workers not actively seeking employment. However, since this survey only included online respondents, offline or disconnected Americans are not included in these results. Their inclusion would make the overall percentage of American adults working from home somewhat lower.
Working at home is strongly associated with socioeconomic factors.
A higher share of those with higher educational attainment and household income are working from home. For those with graduate degrees, the rate (56%) is double the national average. In stark contrast, only 7% of employees whose highest educational attainment is high school are working from home, and only 14% of those who have completed some college.
Similarly, higher paid employees have a higher work-from-home rate, at 42% for those with a household income of $85,000 or higher.
Salary and education only two factors explaining higher work-at-home rates. Many occupations do not lend themselves well to working at home. Also, some employers have not embraced having employees work remotely nor have some employers prepared adequately.
The remote workplace has shifted even further in the five weeks between our April 2nd and May 14th surveys, especially for higher socioeconomic groups. Overall, the work-at-home rate grew somewhat from just over half (54%) to 60% of American employees.
Two measures of socioeconomic status – educational attainment and household income – are positively associated with the fastest-growing groups to work at home. The rates of post-graduate employees working at home has grown from 80% to 93% Also, adults in households with incomes of $85,000 or higher have risen slightly from two-thirds (67%) to 71%.
Adults in homes with children have also grown in their work-at-home rates, rising from two-thirds (67%) to 77%.
PC use is dramatically different among American employees working from home than those not working from home. Among employees working from home, the mean number of weekly hours is 58.3, substantially more than those not working from home, 22.2 hours per week. A PC is necessary for many work-related tasks, from spreadsheets to collaborative documents.
One of the fastest growing activities – video conferencing – is possible with a smartphone. Despite this, smartphone hours are not measurably higher among those working from home than those not working from home.
The underlying socioeconomic differences we have seen exposed so far in the pandemic are unlikely to change. They are systemic and have been in place for generations. Further reinforcing these persistent differences, technology has enabled many employees to work from home, although primarily those upper socioeconomic groups. These differences will further separate the haves from the have-nots.
One major technological shift has been around the adoption of videoconferencing. As I have reported in other MetaFacts Pulse surveys earlier this year, groups from seniors to employees and parents have rapidly adopted video conferencing for both personal and work-related calls and conferences. These groups have not been quite as quick to adopt any new technology they had never used. Instead, most are using whatever technology they already had in place, such as a home PC. There has been some supplementing of in-home technology with better webcams and other small peripherals. With economic insecurity both among employers and citizens, many have delayed making capital purchases. Very few employees, so far, have been assisted with employer-provided technology such as new PCs, printers, or VPNs.
There is still much uncertainty today about whether businesses will continue to allow employees to work from home after such time governmental health authorities say it is safe to have workers return their previous workplaces.
Within three years, presuming the virus is no longer causing a pandemic, I expect only half of today’s video users to be regularly doing this practice. That may seem like a dramatic drop. I expect a retreat from video as people spend time again at their workplaces or schools. They will be having in-person meetings again, taking the place of work video meetings. Or, many will be meeting in person with friends or family instead of making that FaceTime or Zoom call.
That will still leave a substantial number of people working remotely, collaborating electronically, and connecting through video calls or conferences. The genie is out of the bottle.
The information referred to in this special TUPdate is based on independent research conducted by MetaFacts.
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.
Sometimes the slow-moving trends are the ones that get missed. Coupled with preconceived notions, these have the makings of blind spots. For many tech companies, single-person American households may be an overlooked market segment.
Based on research by the U.S. Census and our TUP/Technology User Profile service, 1-person American households are a sizable and growing segment with more to them than may be apparent at first. Also, they are not created equally, especially in which technology products and services they actively use.
Tech marketers often advertise with images of bustling families juggling their lives and devices. Soccer moms abound. This perpetuates a myth that’s leaving many out in the less connected and underserved cold. Furthermore, many companies from Amazon to Spotify and T-Mobile have created family plans that financially favor multi-person households, making their offerings less attractive to the many 1-person households.
While it makes sense for any marketers to focus on the biggest-seeming opportunities, and families are big tech consumers, sometimes this is done out of habit or custom, which may mean missing opportunities.
The US Census reports that single-person households make up 28% of households in 2018, up substantially up from 13% in 1960. Similarly, the number of households has also grown, at 35.7 million in 2018, up from 6.9 million in 1960. Whether through preference or necessity, 1-person households are a substantial slice of the American market. Most forecasts indicate the share remaining stable for years to come.
When it comes to the devices Americans in 1-person households use, our TUP/Technology User Profile service shows that as a group, they’re behind the curve. American 1-person households appear to be languishing in technology’s past. They are 27% more likely than the average online American adult to still be using a home PC using Windows 7, the Microsoft operating systems nearing its end of life. The replacement for Windows Vista officially came off Microsoft’s mainstream support four years ago – in January 2015. Extended support has been available, yet that support is scheduled to be discontinued in less than one year, by January 2020. Also, 1-person households are well above average (22% higher than average) in their use of a home-owned basic feature phone.
In contrast, American households where children are present have well above-average rates of using many key devices – Windows tablets, game consoles, and Apple Notebooks. This simple view may clarify why some companies prefer to simply tailor their products and services to larger households and avoid smaller ones.
However, looking more deeply into 1-person households, there’s more than household size and core technology that reveals their differences.
Within 1-person households, there’s a striking difference between younger and older adults in the profile of their technology usage. The highest usage index for Windows 7 home PCs is among older (age 35+) singles, at 48% higher than the national average. Similarly, there’s an index of 131 for use of a home-owned basic feature phone.
In stark contrast, among younger 1-person households, usage is strongly higher for many key technology devices: game consoles, Apple iPhones, Apple PCs (Macs), Apple notebooks, and Windows tablets.
However, age alone does not adequately describe 1-person households and their technology usage, nor does combining age and household size. There are yet other factors.
TUP/Technology User Profile results even more deeply, the combination of household size, age group, and employment status shows even stronger differences.
Have a job – part-time or full-time or even self-employed – and be younger than 40, and you’ll be among the highest technology adopters among 1-person households.
They are above average in using a Windows or Android Tablet, an Apple PC, iPhone, and game console.
The lowest technology adopters are those not employed outside the household and in 1-person households, both younger and older. These have the highest relative levels of using Windows 7 home PCs and home basic cell phones.
Interestingly, even while family/multi-person plans are ostensibly targeted at larger households, a substantial number of 1-person households are using them.
Nearly one-fourth (24%) of 1-person households have a smartphone plan with 2 or more lines. Similarly, “family” paid media subscriptions such as for music or TV are being used by 18% of America adults in 1-person households.
Shifts in population may seem glacial especially by those in technology industries who are accustomed to frequent shifts. People change their living situations less quickly than they change their adoption of technology. Consequently, technology companies would be better served, as would 1-person households, to the extent these users are included in their offerings.
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.
Do customers act on ecosystems, choosing to focus within a brand’s family for their products and services? How many technology users are exclusive, or at least favor one over another?
Only one in eight (12%) of online adults around the world are truly exclusive, using products and services from only one of either Apple, Google, or Microsoft. This is based on the most recent wave of the MetaFacts TUP survey (Technology User Profile 2018), conducted among 14,273 online adults.
Nearly twice as many actively use a balanced mixture of ecosystems. True non-exclusivity is being actively practiced by one-fourth (25%) of online adults. (see the Methodology below for details on the segmentation approach used in this analysis.)
The largest group of users is between exclusivity and non-exclusivity, slightly favoring one ecosystem while still actively using at least one other. Over six in ten (62%) of online adults are in these segments. The Google-Dominant segment is on par with the Apple-Dominant segment, each representing one in five online adults.
Apple’s most-focused are more broadly invested in Apple’s ecosystem than are Google’s or Microsoft’s best. Most of Apple’s strength is supported by their connected devices – iPhones, iPads, and Macs to a lesser extent. The Apple-exclusive (3% of online adults) use an average of 2.3 connected devices, and among the Apple-dominant, this average is 2.1 devices. Use of voice assistant Apple Siri is the second-most component among the Apple-exclusive, and also tied for second place among the Apple-dominant. The Apple-dominant are equally active with Microsoft devices, primarily Windows PCs.
The Google-exclusive (3% of online adults) only use 1.4 Google devices on average, primarily an Android smartphone. Android tablets and Chromebooks aren’t as widely used among the Google-exclusive as are Apple’s devices among the Apple-exclusive.
The Microsoft-exclusive (6% of online adults) show a pattern of entrenchment. Only Microsoft devices are in use besides some nominal use of Microsoft Cortana or Xbox consoles. The Microsoft-dominant are a bit more exploratory, including a small number of Google devices and some use of Microsoft Cortana.
Each ecosystem has appealed to very different groups of people, especially with respect to life stage. While Apple’s most-exclusive users have a higher share (44%) of younger adults with children, nearly half (48%) of Google’s most-exclusive users are not employed outside the home and don’t have children. This bodes well for Apple’s services and devices that bring extra value to families, such as Apple’s Family Sharing feature, which enables a way to share music, books, cloud storage and other Apple services between multiple users.
The Microsoft-exclusive segment is literally singular, with nearly a third (32%) of its members being in a one-person household. The Apple and Google segments are relatively similar to each other, although Google’s have slightly more household members.
It’s increasingly a multi-device, multi-person world. Sharing between one’s devices and platforms will continue to grow as a user need, as will sharing with others between disparate ecosystems. Although companies may aim for exclusivity, interoperability is more important. It involves the largest part of the market. Exclusive users will remain a small group of loyal fans willing and able to narrow their choices. Although the non-exclusive make up a sizable segment, the future will be with the ecosystem-dominant.
Methodology
For this analysis, we defined ecosystem exclusivity, dominance, and non-exclusivity as follows:
Exclusivity – all of the user’s connected devices, items, services, and voice assistants are in the same operating system family
Dominant – more of the user’s devices, items, services, and voice assistants use one ecosystem more than others
Non-exclusive – none of the ecosystems is used more than any others
We drew on the TUP data to identify a broad range of offerings within Apple, Google, Microsoft, and Amazon ecosystems.
Connected devices – smartphones, tablets, PCs, or game consoles, using Apple iOS, MacOS, Google Chrome, Google Android, Google-branded, or Microsoft Windows
Services – Music/Video (Apple Music, Prime Video (in Amazon Prime), Prime Music (in Amazon Prime), Amazon Music Unlimited, Google Play Music)
Items – TV set-top boxes (Apple TV, Amazon Fire TV, Amazon Fire TV Stick, Google TV/Android TV, Google Nexus Player, Google ChromeCast), speakers (Amazon Echo, Amazon Spot or Dot, Amazon Show, Google Home, Google Max or Mini, Apple HomePod), Game Consoles (Microsoft Xbox One X, Microsoft Xbox One, Microsoft Xbox 360, Microsoft Xbox, Microsoft Other), smartwatches (Apple Watch, Android Watch)
Voice assistants – active use of a voice assistant (Apple Siri, Google Assistant, Amazon Alexa, Microsoft Cortana) through a connected device
The segmentation approach was a simple categorization based on the accumulation of the above attributes. Each device, service, item or voice assistant was given an equal weight.
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.