MetaFAQs are answers to frequently asked questions about technology users. They are drawn from the MetaFacts TUP/Technology User Profile datasets, the latest research developed through surveys. TUP/Technology User Profile 2020 is in its 38th continuous year.
Current subscribers to TUP may request answers like these through their inquiry service, the online interactive tool, or the TUP datasets. This gives the ability to drill down more deeply into other segments, services, or products.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions – or TUPdates – analysis of current topics in the technology industry. To subscribe, contact MetaFacts.
MetaFAQs are answers to frequently asked questions about technology users. They are drawn from the MetaFacts TUP/Technology User Profile datasets, the latest research developed through surveys. TUP/Technology User Profile 2020 is in its 38th continuous year.
Current subscribers to TUP may request answers like these through their inquiry service, the online interactive tool, or the TUP datasets. This gives the ability to drill down more deeply into other segments, services, or products.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions – or TUPdates – analysis of current topics in the technology industry. To subscribe, contact MetaFacts.
MetaFAQs are answers to frequently asked questions about technology users. They are drawn from the MetaFacts TUP/Technology User Profile datasets, the latest research developed through surveys. TUP/Technology User Profile 2020 is in its 38th continuous year.
Current subscribers to TUP may request answers like these through their inquiry service, the online interactive tool, or the TUP datasets. This gives the ability to drill down more deeply into other segments, services, or products.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions – or TUPdates – analysis of current topics in the technology industry. To subscribe, contact MetaFacts.
The home PC has been a central part of the American technology user’s world for years, and while remaining so for many, the home PC is slowly losing its primacy among some market segments.
Home PCs have been challenged by the emerging use of smartphones and tablets, and not only among younger Americans. Older Americans have also rapidly adopted smartphones and are starting to discover how to use them well. Home PC makers, software developers, and service providers have worked hard to keep the home PC as a central device, or at least one that is included.
The home PC is not down and out – not by a long shot. The humble PC is in use by most online Americans. In 2020, 75% of online adults in the US actively use a home PC. From 2015 to 2019, this level was effectively flat at 80%.
Number of Home PCs is Shrinking
Home PCs, while widely used, are not as intensively used within American households as before. Online adults are using slightly fewer home PCs than in recent years. From 2015 through 2020, half of online Americans used only one home PC, with that number lowering slightly to match its levels of 2016.
In 2020, 26% of online adults use two or more home PCs. Previously, from 2015 through 2019, 28% to 32% of online adults used two or more home PCs.
Age of Home PC by User Age
If a smaller number of Americans are using a home PC and even using fewer home PCs, at least more Americans are using a newer home PC.
Continuing a trend that has held for most of the last eight years, younger adults continue to use the newest home PCs. Older Americans keep their home PCs longer.
Americans age 18-24 are using a home PC two years old on average. Meanwhile, users age 65+ are using a home PC 3.6 years old on average.
Major Home PC Activities are Age-Skewed
Home PCs are used differently by the young and old. That is especially true for the top 12 home PC activities, those regularly done.
Older adults are getting more use out of their home PCs than young adults are. All the major home PC activities are being used by a higher share of older than younger Americans, save one.
There is only one exception – watching videos/movies. The share is higher among younger adults than among older adults, although only slightly so.
Looking Ahead
While it may seem that losing younger adults spells the end of the home PC market, that is a bit of a stretch. There is much going on in the market and economy now that affects younger Americans in different ways than even slightly older ones. Employment status and educational status is in flux, strongly affected by the COVID-19 pandemic and accommodations to minimize its impact. Younger adults have a lower employment rate than other age groups, and more importantly a lower work-from-home rate. Many that had been employed were in occupations that were less supportive of working remotely. Furthermore, younger Americans are facing stronger economic challenges than in years past.
Meanwhile, somewhat older employed adults that work in occupations where they can work remotely are doing so. In many cases, working remotely is something they are doing for the first time. Among these active employed adults, home PCs are being pressed into service as work PCs. There has already been a long trend towards using home PCs for work-related activities. From our TUP 2020 survey results, it does appear that most employers are stepping up to provide employer-owned PCs to remote workers. It seems most likely that employees will continue to support their employers and themselves by using their own home-owned PCs in addition to their smartphones.
Smartphones, while increasing being used for activities which had been primarily ones done on home PCs, are still not the preferred platform for certain key activities. Shoppers seem to want bigger screens as they consider their purchases. TV and video watchers also prefer bigger screens.
Meanwhile, tablets simply have not gained enough market strength to replace home PCs. Many notebook home PC users are not even using their notebooks for mobility, hardly leaving home with them. And this “buy mobility/use it like a desktop” trend has been in place well before the COVID-19 pandemic.
In short, home PCs are highly likely to have a place in American homes for years to come.
About TUPdates
The information in this TUPdate is based on the most recent wave of the MetaFacts TUP/Technology User Profile study, its 2020 wave, the 38th annual wave. Where noted, results are drawn from previous versions back to TUP 2013. This TUPdate is focused on the US, and comparable information results are available from the UK, Germany, Japan, China, and India. More information on this topic is available in published results already released to subscribers, and in the forthcoming US Home PC Trends Highlights Report.
On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions – or TUPdates – analysis of current topics in the technology industry. To learn about subscribing to the TUP/Technology User Profile service, contact MetaFacts.
Home mobile notebooks are popular for keeping at home
Mobile computing means much more than being able to work or play while traveling. Despite travel restrictions and worldwide stay-at-home orders during the pandemic, mobile computers reign as the most-popular home computer. Well over half (57%) of online adults use a home notebook, compared to 46% using at least one home desktop. MetaFacts surveyed online adults in six countries for the 2020 wave of TUP/Technology User Profile: the US, UK, Germany, China, Japan, and India. Notebook use is strongest in Japan (72% of online adults) and Germany (67%), and lightest in the US (50%).
Notebook use is strongest in Japan (72% of online adults) and Germany (67%), and lightest in the US (50%). In fact, the majority of home notebook computers have historically stayed at home. Many users choose notebook computers over desktops so they can take it with them in case they travel, for school, or if they may decide to bring it along to a coffee shop or library. However, the most mobility many notebooks may ever see is the trip from the kitchen to the living room.
Home notebooks get newer
Online adults around the world are using a notebook that is less than three years old on average. Apple has recently released updated Apple MacBooks and they are starting to get into the hands of users to update the installed base. Some users keep their notebooks longer than others. In Japan and Germany, online adults are actively using MacBooks for an average of 3 years (Japan) and 2.7 years (Germany). In contrast, online users in China and Japan are using newer home notebooks.
Google Chromebooks have the lowest age of home notebooks in the active installed base. This is primarily because the market has been slow to adopt Chromebooks. Some users are Google-averse or are not using other Google service such as Google drive that could offer them some benefits of using a Chromebook. Other users prefer more feature-rich notebooks. Yet other users simply prefer Apple MacBooks.
Home notebooks are well-used
Home notebooks are used for a wide range of activities, from everyday web browsing to focused activities such as online banking and shopping.
It could be argued that with the Internet and a browser, notebooks are not fundamentally different whether they are running Windows, Apple, or Chrome OS. However, users do not see it that way, as shown in the bottom line of how they use their home notebooks.
Chromebooks, the most basic of notebooks, are being used for a narrower breadth of activities than either MacBooks or Windows notebooks. Fewer Chromebook users do the same activities other home notebook users regularly do. The relatively strongest activity among Chromebook users is shopping (36% versus 38% overall) and searching on health topics (30% versus 33% overall).
Part of these usage differences say more about the types of customers attracted to a Chromebook than about the hardware or operating system. In broad socioeconomic terms, Chromebooks are used by adults in lower socioeconomic groups, Windows used throughout all strata, and Apple used primarily by upper socioeconomic groups.
MacBooks are also not used for as wide a range of activities as Windows home notebooks. However, several activities are strongest among home MacBook users. With Apple’s tightly coupled ecosystem with iPhones such as with Handoff, text messaging and phone calls rank higher than on Windows or Chromebooks. Also, managing home security/climate/lighting is stronger among MacBook users, although likely because of the stronger tech profile of its users and less so about only using Apple’s HomeKit.
Home Windows notebooks are used the most broadly. More Windows notebook users use their notebooks more than MacBook or Chromebook users for all the major activities except one – cloud storage of personal files.
Looking ahead
Home notebooks will continue to be a mainstay for home technology devices for the foreseeable future. Although smartphones have started to be used for several activities, particularly for communication, they have far to go before fully replacing notebooks. Similarly, while online adults with tablets are using them for many of the same activities, tablet penetration still lags far behind notebook use.
About TUPdates
The information referred to in this TUPdate is based on the results gathered in TUP/Technology User Profile 2020, its 38th annual wave, and based on surveys of online adults in the US, UK, Germany, Japan, China, and India.
Current subscribers to TUP/Technology User Profile will be receiving a full report on notebooks, desktops, who is using them, and how they are being used as part of TUP and its PC chapter. Also, clients with inquiry privileges may request more detailed analysis into their own choice of market segments, technology products and services.
Progress toward work-life separation, until sudden integration
I will admit to having recently used more than one cliché about these being “unprecedented times” or even that we’re headed towards a “new normal”.
When it comes to work-life balance, what was “normal” is all-too “precedented”. For years, PCs have enabled American employees to bring work home. Enabling is not always a positive characteristic, depending on one’s perspective. No sooner had employees scaled down their work at home, minimizing their commingled work and personal activities, then along came COVID-19.
Employees using Home PCs for work – a recent history
For decades, employees have slowly separating their personal and work lives. Step by step, application by application, employees had been using their home PCs for fewer and fewer work-related tasks. In the MetaFacts 2015 wave of TUP/Technology User Profile, we found that one in three US employees regularly used their home PCs for work email, one in five to search for work-related financial or other information, and one in six to manage work appointments or share files. By our 2019 wave, we found that home PC usage levels for these work activities had dropped to around two-thirds of these levels.
Now that six in ten US employees are working from home, and with almost half (49%) using a home-owned PC, their home PC is getting a lot of work-related use.
In addition to the work activities employees had been avoiding on their home PC, the home or work PC employees are using at home to work is being utilized for an even wider range of activities than before. Well beyond checking work emails, employee communications have broadened well beyond emails to include video calls, group video meetings, and group chats.
Also, more than ever before, there is currently deeper collaboration through shared cloud storage systems and platforms.
The work-life balance challenge made more visible
With so many working from home, the work-life balance challenge is more visible. Six out of ten US employees are working from home and not going to a workplace, a rate we found remained effectively stable in each of our May 7th (61%), April 15th (59%) and earlier April 8th (61%) and MetaFacts Pulse survey waves that included this question.
Interestingly, how employees use their work-from-home PC is different from how they recently used their employer-provided work PC. Employees are spending less time in face-to-time meetings and using their PCs as a focal communicating point to get things done.
Less than a year ago, in our MetaFacts TUP/Technology User Profile 2019 wave, we found employees used their work PCs to do similar activities as we found in our May 7th MetaFacts Pulse survey, although to a greater extent. Employees are using their work-at-home PCs more intensively than they had been using their work PCs. For every type of work-related or personal activities, a higher share of employees is doing the activity than before.
The active life of the work-at-home PC
Among employees working from home in May, 84% are using a PC, whether owned by their employer (35%) or themselves (49%). Their work-related activities are strongly intermixed with their personal activities, except for personal activities with a work PC. Many employers that provide PCs, especially larger employers, lock down the capabilities of the work PC to restrict its use to certain work apps or activities. Also, employees have learned to separate their personal communication activities onto other platforms, especially to use their smartphones.
American workers choose different video platforms for video calls than meetings, and for personal versus work-related matters
US employees have continued to have work meetings – essentially moving from face-to-face meetings to video platforms. With widespread stay-at-home orders in place, video platforms for calls as well as for group meetings have grown in use among employees as well as the general online public, and for personal as well as work-related matters.
However, there is no one single dominant platform for all subjects and numbers of participants. The closest thing to a dominant platform is Zoom, with Skype in the wings. Zoom and Skype are in the top-ranked platforms for both personal and work matters, as well as for calls and multi-person meetings.
Consumer-focused WhatsApp is top-ranked for personal use and among the main platforms being used for work video conferences, likely a surprise to many company’s IT/IS managers.
Corporate-oriented Microsoft Teams and WebEx are ranked within work-related calls and conferences.
Fewer video conferencing platforms for work than for personal
There appear to be more standards in place for work-related videoconferences. While the mean number of platforms in use is close to 3 for personal calls and conferences, as well as for work-related video calls, the mean is closer to 2 platforms for work video conferencing platforms.
Today’s long tail for work video conferencing platforms
The largest number of American workers (37%) use only one video conferencing platform for work-related issues. The rest (63%) are juggling many. This reflects the current state of confusion following the rapid move to working at home. Employers are likely to reduce the number of platforms used, at least within their companies. Standardization helps employees to be more efficient, and can also help employers to strike more favorable pricing with platform providers. However, many outward-facing employees have the same challenge as consumers – finding a common platform when communicating with others who have their own different standards.
About this TUPdate
The information referred to in this special TUPdate is based on independent research conducted by MetaFacts: three waves of MetaFacts Pulse surveys and two waves of TUP/Technology User Profile.
The projections of total US employees are based on TUP/Technology User Profile 2019 conducted among 8,060 respondents and the TUP/Technology User Profile 2015 wave conducted among 2,896 employed respondents. Also, this TUPdate included results from the May 7th, April 15th, and April 8th, 2020 waves of the MetaFacts Pulse Employee survey.
Resources
Current TUP/Technology User Profile subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. Subscribers to the MetaFacts Employees Pulse surveys may request the supporting information and can make additional inquiries. For more information about MetaFacts and subscribing to TUP or the MetaFacts Pulse surveys, please contact MetaFacts.
As a long-time information worker, remote worker, and road warrior, I’ve learned to be flexible, resourceful, and use technology to my advantage. Whether I’ve been crunching numbers or presenting results from a café in Paris, my office, home, or somewhere in between, I’ve carried an evolving assortment of tech devices so I can stay connected and work.
However, there are many people who haven’t had this experience, and may not be prepared or supported.
This TUPdate investigates several groups of consumers and workers who will soon be encountering changes in their use of technology devices and services. With the COVID-19 pandemic and economic shifts taking place now, many are not technologically ready for a work-at-home or stay-at-home experience.
Although a home PC isn’t a requirement to get online, it’s still the most widely used and most-useful device for many activities.
Among one key group – information workers – one of the most tech-savvy and tech-reliant groups, a work PC is the cornerstone of their work activity. (For this analysis, “Information Workers” are defined as employees who used an employer-provided PC). Even though most also have smartphones, home PCs, and tablets, there are only a few work activities done more often on any other type of device. Smartphones, despite the many apps developed for them and their constant presence, only surpass work PCs for making phone and video calls. Tablets, which are increasingly becoming PC-like (and not only because of Apple’s marketing), aren’t being used similarly to PCs for work activities.
Information workers are only one of several groups to stand out as not having home PCs and being the most able to benefit from them. For this analysis, I’ve used TUP/Technology User Profile to look at three groups:
Information workers – workers who have a work PC
Adult students – attending a college, university, or other learning institution full-time or part-time
Elders – age 55 or older
Information workers
Information workers as a group are the least ready to be working remotely. While some employers provide work notebooks that could potentially be used at home, most don’t. Forty percent of US information workers and 58% of German information workers are self-supported, having no work notebook but having a home PC. Even higher, 54% of US information workers and 65% of German information workers are unsupported information workers, having no work notebook.
While it’s possible that some employers will simply have employees bring their work desktops home for the duration of their time working at home, I expect that not to be widespread.
Students
A smaller share of students than information workers have no home PC. Among American students, this share (29%) is larger than among students in Germany. Although some assignments and online classes and may be conducted using a smartphone or tablet, I expect many will require the larger screens or horsepower of a PC. Tablets aren’t an immediate answer at hand: only 26% of students without home PCs use a tablet.
Elders
Elders are another group likely to remain at home. Although there are regional differences about the age level of persons mandated to remain at home, those requirements are changing quickly. For this analysis, I set the bar low for typical definitions of being an elder or senior – at 55 or older.
Within elders, I also investigated a particularly vulnerable group – elders living alone. This group is one of the most connected groups of all these groups, at least with respect to the penetration of home PCs. Only 5% of American elders and 2% of German elders don’t have a home PC.
Looking ahead
The conditions for COVID-19 pandemic are uncertain. I expect most employers to support their information workers with additional technology, even though historically that’s only been the case for the minority of employers.
For self-supporting information workers that already have a home PC, this employer support is most likely to come in the form of expanded software licensing to support employees that need special software to get their job done, and remote access software to allow employees to reach their office-located desktops, servers, or networks. In many cases, especially among larger employers or technically sophisticated employers, new support will include the requisite VPN and security software to help protect the employer’s confidential information. For those self-supporting information workers with home PCs that are too old or underpowered to support the employee’s needs, some employers may order and provide work PCs for their employee’s homes. Other employers may rely on the employees to personally obtain a home PC so the employee can continue to work.
For unsupported information workers that don’t have a home PC, I expect most employers to provide a work PC or to encourage or to reimburse their employees for a home PC. As for self-supporting information workers, additional software, connectivity, and likely printing capabilities will be needed as well.
This is a quickly changing time, and it’s currently unknown how long the stay-at-home/work-from-home provisions will remain in place. However, over the last two decades, technology users have shown a strong amount of habit energy and inertial. What they do with technology changes slowly, even while there are rapid shifts in the devices and services they use – and where they use them!
Inertia simultaneously saves and disrupts technological transformation. Scanners and printers with integrated scanners have been at the heart of the paper to digital change. So much that was paper is now electronic. The “paperless office” has been a hyped cliché for decades, and yet is truer with each passing year. Although electronic signatures have been legal for over 20 years in most countries, and digital copies are increasingly acceptable in many cases, the migration from paper to electronic lumbers along gradually. Consumers and businesses alike continue to need to convert hardcopy documents and images into electronic form.
About this TUPdate
The analysis in this TUPdate is based on results drawn from the TUP/Technology User Profile 2019 edition which is TUP’s 37th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.
Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Home PCs continue to be a feature of online Americans. Four out of five online American adults regularly use a home PC, and this share has remained unchanged from 2015 through 2019. This is based on results from the 2015 through 2019 waves of TUP/Technology User Profile.
Use of more than one home PC has also remained stable. Half of online adults use only one home PC, a rate that has only varied by three percent over five years. Similarly, the usage rate has remained the same for the use of two home PCs and for three or more home PCs. Neither are online Americans accumulating or letting go of home PCs.
Home PC Use by Age Group
Across all age groups, most online Americans use only one home PC. Single home PC use is lowest among younger adults and highest among older adults. Use of two or more home PCs is hardly different by age group, ranging from 26% to 31%.
In 2015, the patterns were similar. Home PC usage among younger adults is slightly lower, at 28% of those age 18-24 in 2019, down from 25% in 2015, although this drop is not material.
Doubling and Tripling Up Among the Young
Home PC penetration has stayed strong while smartphone and tablet penetration has grown, especially among younger adults. In 2019, smartphone penetration is higher than home PC penetration among online adults age 54 and younger. Tablet use is highest among adults age 25-44, strong users of all three devices.
Looking ahead
Habits die hard, and consumers hold onto some technology as a safeguard. Home PCs are likely to maintain their penetration levels for the next decade. However, TUP has already shown that home PCs have been losing their preeminence to smartphones as the primary device of choice for most activities. So, consumers will retain and replace home PCs as an insurance policy for those times when they are more convenient than either smartphones or tablets.
About this TUPdate
The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including the 2019 edition which is TUP’s 37th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.
Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
Magazine and newspaper writers envision a world of digitally-connected readers hanging on their every word. Despite the ubiquity of connected devices, from smartphones and PCs to tablets, that’s not currently the case. Fewer than half of online adults regularly read a magazine, newspaper, or periodical using any one of these connected devices. Also, while Apple’s customers are more active digital readers than most, Apple’s News+ service is being launched into a chilling headwind. This is based on results from our TUP/Technology User Profile 2018 survey of 14,273 adults across five countries.
News Readership Varies by Country – A Single Non-Universal Choice
Only in India and China do the majority of online adults regularly use any of their devices to read periodicals. In the US, UK, and Germany, this rate is nearer to four-tenths of online adults.
Active readers are appearing to favor convenience over multi-device accessibility. Across the countries surveyed, nearly two-thirds of active digital readers do so with whichever of their devices is their primary device.
Also, it’s not as if even active readers do their reading across multiple types of devices. Instead, the net number of active readers is close to the sum of readers using their PC, tablet, or smartphone.
No single device stands out universally as the digital publication reading favorite. PCs are a favored reading device in the US, UK, and Germany. In China and India, slightly more choose smartphones over PCs.
The image of magazine readers sprawling on their couches, kicking back with their iPads to catch up on a beautifully graphical long read, only represents a small part of the market. Tablet news-reading is only done by a few. Across the five countries surveyed, only around one in ten online adults use a tablet for such reading.
Part of this single preferred-device approach may be due to the inconsistencies between publications across platforms. While some publications design for a large-screen experience, others aim for the smaller screens of a smartphone. Yet others haven’t seemed to do much aiming or development, seemingly settling with exporting PDFs of their printed pages.
Using connected devices to read subscriptions has sagged in the last year. Across all the countries surveyed, regular readership rates have dropped. The reduction has been most pronounced in India and China, dropping from 85% of online adults to 71% in India, and 65% to 53% in China.
One Service To Bind Them All?
Service such as Apple’s recently announced Apple News + may help to change that. Making subscribing easier through a simplified app and bundled price may just raise the number of active digital readers, if not also subscription rates. Because Apple’s service was launched to only run on an iOS or MacOS devices, this a subset of the entire market. However, this subset is sizable. As of mid-2018, TUP finds that Apple has 100.3 million adults in the US actively are using an iPhone, iPad, or Mac, which is 46% of all online US adults. This rate is similar among online adults in China (50%), and lower in the UK (44%), India (35%), and Germany (23%).
Apple’s customers are above-active readers. Among Apple’s customers, there is a higher rate of actively reading digital publications than among the general population. Half (50%) of users of any Apple iOS or MacOS device (iPhone, iPad, or Mac) in the US regularly use a connected device to read digital publications. Across the UK, Germany, China, and India, the pattern is the same: more of Apple’s users are active digital readers.
Looking ahead
Services like Apple News+ will likely be good for Apple and moreover good for Apple’s customers. Since Apple’s customers are already above-average readers, we expect subscriptions to be strong. In addition to the revenue flow to Apple and publishers, it could help deepen the connection and loyalty Apple’s users have with its other offerings – services and devices alike.
On first glance, services like Apple News+ may not seem attractive to publishers. If they view their TAM as only around half to a quarter of online users (Apple’s current foot print is 50% in China, 46% in the US, 44% in the UK, 35% in India, and 23% in Germany) this might seem like a glass-half-empty approach. Were Apple enable Apple News+ to more platforms beyond iOS and MacOS, the next-largest active-reader platforms are Windows PCs and Android smartphones. While this would likely entice more publishers, it might threaten Apple’s exclusive experience within its platforms. Also, for these platforms, Apple may need to make extra efforts to fulfill its promise of subscriber privacy.
However, to the extent publishers consider such a service as bonus readership, this may entice them and others to join. Apple’s customer base continues to have a higher than average socioeconomic profile.
And, as Apple continues to roll out additional subscription services such as movies and TV, many customers will likely expand and deepen their connections and loyalty to Apple. Also, we expect more readers to return to reading as they discover the digital experience to be more enjoyable and straightforward.
About this TUPdate
The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.
Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
So many of us have done it – started doing with our smartphone or tablet what we only formerly did with our PC. Are some activities so addictive or prevalent that people do them across their many devices? Based on our latest research, the answer is yes, and especially so for certain activities.
Nearly one-fourth (24%) of online adults around the world tap into their social networks on 4 connected devices, from among the many PCs, smartphones, and tablets they use.
This is based on the TUP/Technology User Profile 2018-Global survey, spanning 14,273 online adults across the US, UK, Germany, China, and India.
By contrast, certain activities are limited – being used more often on only one device. Making voice/video/web calls is mostly done on a single device, at 44% of online adults. Around one in three online adults also primarily use one device for the following types of activities: managing finances, photos, create/share videos, purchases, and reading.
What encourages or limits users to focus certain activities on fewer devices? Convenience and capability are key factors. Although desktop PCs can and do have webcams for video calls, they are less mobile and therefore less convenient than smartphones or tablets for unplanned calls or conferences. The same can be said for taking spontaneous photos or videos using cameras in ever-handy smartphones and tablets. Screen size and setting also have an impact. Comparison shopping benefits from the larger screens of PCs and tablets. Reading a book can be more enjoyable while sitting back with a tablet than sitting upright at a desktop PC.
The capability and preference gap
There is a perennial gap between what’s possible with a device and what people choose to do. For example, we still find few who regularly take photos with their tablets. In this specific case, social pressure has some impact as larger devices may block other’s views or at the least be less discreet.
Platforms from Facebook to Amazon and Spotify do their best to be widely present and highly available. Native apps typically offer a more stable, richer, and device-appropriate experience, further encouraging users to use them across their multiple devices. Meanwhile, device-makers continue to expand the capabilities of their devices to better accommodate and anticipate user demand.
Looking ahead
Our research shows that as users gain experience with tech products, they broaden their activities and simultaneously expand their use across the devices they regularly use. I expect users to continue demanding to do whatever they want with whatever device they have.
About this TUPdate
The analysis in this TUPdate is based on results drawn from multiple waves of TUP (Technology User Profile), including the 2018 edition which is TUP’s 36th continuous wave. This survey-based study details the use of technology products by a carefully-selected and weighted set of respondents drawn to represent online adults.
Resources
Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.
