Dan Ness, Principal Analyst, MetaFacts, September 16, 2021
Age, education, and teamwork favor working from home
Those who are working from home are demographically distinct from those who are not. We found many demographic differences in our survey of 13,918 respondents across the US, Germany, UK, Japan, and China for TUP/Technology User Profile 2021.
Workers working from home are younger than workers not working from home and those not employed outside the home. Those working from home are also more likely to have a partner and higher educational attainment.
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.
Working from home. While it is a blessing for some and may feel like a curse for others, only a 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.
One in four online Americans are working from home
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.
Rise in online Americans not employed
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 the 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 strongest among upper socioeconomic groups
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 work from home privileged group – from more to even more
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 have 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%.
Technology usage shifts among the work-at-homes
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.
Looking ahead
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 to 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 calling and meetings 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.
About this TUPdate
The information referred to in this special TUPdate is based on independent research conducted by MetaFacts.
This TUPdate included results from the May 14th, 2020 wave of the MetaFacts Pulse adult 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.
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.
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.
One in four online Americans are working from home
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.
Rise in online Americans not employed
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 strongest among upper socioeconomic groups
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 work from home privileged group – from more to even more
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%.
Technology usage shifts among the work-at-homes
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.
Looking ahead
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.
About TUPdates
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.
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.
This TUPdate investigates and profiles working Americans who are working from home. 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.
MetaFacts conducted a series of surveys during the periods March 26-30, 2020, and April 8, 2020.
The demographics of working from home
Working from home is in full swing for now. Although not all workers can or are working from home, those mostly use (not employer-provided) personal computing devices. They also favor consumer-oriented video communications platforms. Their purchase intentions are weak and mostly focused on backfilling the basics needed for working from home.
Two-thirds (64%) of online Americans who are employed or self-employed were working at home on April 8, 2020.
There are many Americans who aren’t. One in eight (12%) who were employed in February 2020 are not currently working.
Of those working from home, most are in upper socioeconomic groups.
More than three-fourths (78%) of adults in households with an income of $85,000 or more in the prior year are working from home. This is in stark contrast to the near-half levels among those with incomes of less than $50,000 per year.
Full-time employees and those who were already self-employed in a home-based business in February 2020 also had the highest work-at-home rates.
Computing Devices for Work
Most workers working from home are using their own personally-purchased products as their primary computing device. 58.2% of workers working from home as of April 8th, 2020 were using a personal device versus 41.8% who were using an employer-provided device.
Among Information Workers – defined for this study as those workers who were already using an employer-provided PC in February 2020 – 39.7% are using a personal device as their primary computing device for work.
Working from home means a mobile device, even though due to stay-at-home restrictions mobile tech workers can’t bring them to coffee cafés. Working from home is a new experience for many, and most homes don’t have a dedicated workspace, much less a dedicated desk for the new work-at-home worker. So, portability even with a home is helpful. Mobile devices – notebook PCs – are the primary computing device for Americans working as of April 8, 2020.
Video calling and conferencing by those working at home
Zoom has earned a lot of attention and users during the pandemic as a popular option for anyone online working at home seeking to connect by video with friends and family, as well as with coworkers and customers. Among workers working at home, Zoom is used most widely for work video calls and video conferences. Apple’s FaceTime is most widely used for personal video calls. For personal video conferences, Skype is slightly ahead of Zoom. For personal video calls, Apple’s FaceTime leads.
More broadly, Microsoft’s, Google’s, and Facebook’s combined video communications platforms reach the greatest share of at-home workers. Microsoft’s offerings – Skype, Meet Now, or Teams – taken together are used by the most at-home workers, slightly ahead of Google’s set of offerings – Hangouts, Duo or Meet. Facebook’s set is mostly used for personal video conferences or calls.
Planned Purchases
When we asked workers about their purchase plans for the next three months, no single technology was mentioned among one of ten workers.
Nearly as many workers have plans for tech products or services they will purchase with their own funds as expect to have bought by their employers.
Workers expect their employers to acquire collaboration software, such as Microsoft Teams, Slack, or even cloud-based collaboration tools. Workers also anticipate their employers to set up VPNs-Virtual Private Networks to help maintain the security of their communication with their workplace networks or computers. Third on most worker’s lists are an extra monitor/display and a desk, both items widely found in many workplaces.
From their own personal funds, workers plan to purchase a notebook PC, webcam, and extra monitor/display. (Presumably if their employer doesn’t come through). Other basics for replicating a work-at-home office include a headset or headphones, tablet (perhaps for working from the couch?), speakers, a chair, and a desk.
Employment and non-employment by demographics
Between February 2020 and April 8, 2020 (the date of this survey), the number of employed Americans dropped precipitously. Nationally, 88% of online adult Americans that were employed in February were still working by April 8, 2020, meaning that 12% were not. This share is generally in line with unemployment claims reported by the US Bureau of Labor Statistics. Both time periods include those working full-time, part-time, or self-employed.
The demographics about who was and was not still working shows a wide variation. Generally, fewer lower-income, part-time, and lesser-skilled workers are still working than were working in February.
The pandemic has currently affected some regions more than others. There are also regional differences in stay-at-home orders, those deemed essential, and those affected by business closures or layoffs. Among the major states, New York has the highest national percentage of non-workers, followed by New Jersey and California.
Occupation and working from home
Change in Employment from February to March 2020, by Occupation
Educational attainment and working from home
Primary Work Computing Device – February and March 2020
We asked two questions:
In February 2020, which computing device did you use as your primary work device?
While working at home, what is your primary computing device?
Benefits of working from home
Age of workers working from home
Household size for Americans working from home
Home Delivery Services for workers working at home
Definitions of terms used in this analysis
April 8 Workers – working full-time, part-time, or self-employed on April 8, 2020
March Workers – working full-time, part-time, or self-employed during March 2020
February Workers – working full-time, part-time, or self-employed during February 2020
Work from home – working from home as of the fielding date of the survey wave
Information workers – having had an employer-provided desktop PC in February 2020
About this TUPdate
The analysis in this TUPdate is based on results drawn from MetaFacts Pulse surveys conducted March 26-30, 2020 with 772 online adults, and conducted April 8, 2020, with 530 online adults, drawn to be representative of American online adults who were working full-time, part-time, or self-employed in February 2020.
Resources
Current TUP/Technology User Profile 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.
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.
Dan Ness, Principal Analyst, MetaFacts, April 9, 2020
This TUPdate investigates and profiles working Americans who are working from home. 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.
MetaFacts conducted a series of surveys during the periods March 26-30, 2020, and April 8, 2020.
The demographics of working from home
Working from home is in full swing for now. Although not all workers can or are working from home, those who are mostly use (not employer-provided) personal computing devices. They also favor consumer-oriented video communications platforms. Their purchase intentions are weak, and mostly focused on backfilling the basics needed for working from home.
Two-thirds (64%) of online Americans who are employed or self-employed were working at home on April 8, 2020.
There are many Americans who aren’t. One in eight (12%) who were employed in February 2020 are not currently working.
Of those working from home, most are in upper socioeconomic groups.
More than three-fourths (78%) of adults in households with income of $85,000 or more in the prior year are working from home. This is in stark contrast to the near-half levels among those with incomes of less than $50,000 per year.
Full-time employees and those who were already self-employed in a home-based business in February 2020 also had the highest work-at-home rates.
Computing devices for work
Most workers working from home are using their own personally-purchased products as their primary computing device. 58.2% of workers working from home as of April 8th, 2020 were using a personal device versus 41.8% who were using an employer-provided device.
Among Information Workers – defined for this study as those workers who were already using an employer-provided PC in February 2020 – 39.7% are using a personal device as their primary computing device for work.
Working from home means a mobile device, even though due to stay-at-home restrictions mobile tech workers can’t bring them to coffee cafés. Working from home is a new experience for many, and most homes don’t have a dedicated workspace, much less a dedicated desk for the new work-at-home worker. So, portability even with a home is helpful. Mobile devices – notebook PCs – are the primary computing device for Americans working as of April 8, 2020.
Video calling and conferencing by those working at home
Zoom has earned a lot of attention and users during the pandemic as a popular option for anyone online working at home seeking to connect by video with friends and family, as well as with coworkers and customers. Among workers working at home, Zoom is used most widely for work video calls and video conferences. Apple’s FaceTime is most widely used for personal video calls. For personal video conferences, Skype is slightly ahead of Zoom. For personal video calls, Apple’s FaceTime leads.
More broadly, Microsoft’s, Google’s, and Facebook’s combined video communications platforms reach the greatest share of at-home workers. Microsoft’s offerings – Skype, Meet Now, or Teams – taken together are used by the most at-home workers, slightly ahead of Google’s set of offerings – Hangouts, Duo or Meet. Facebook’s set are mostly used for personal video conferences or calls.
Planned Purchases
When we asked workers about their purchase plans for the next three months, no single technology was mentioned among one-tenth of workers.
Nearly as many workers have plans for tech products or services they will purchase with their own funds as expect to have bought by their employers.
Workers expect their employers to acquire collaboration software, such as Microsoft Teams, Slack, or even cloud-based collaboration tools. Workers also anticipate their employers to set up VPNs-Virtual Private Networks to help maintain the security of their communication with their workplace networks or computers. Third on most worker’s list are an extra monitor/display and a desk, both items widely found in many workplaces.
From their own personal funds, workers plan to purchase a notebook PC, webcam, and extra monitor/display. (Presumably if their employer doesn’t come through). Other basics for replicating a work-at-home office include a headset or headphones, tablet (perhaps for working from the couch?), speakers, a chair, and a desk.
Employment and non-employment by demographics
Between February 2020 and April 8, 2020 (the date of this survey), the number of employed Americans dropped precipitously. Nationally, 88% of online adult Americans that were employed in February were still working by April 8, 2020, meaning that 12% were not. This share is generally in line with unemployment claims reported by the US Bureau of Labor Statistics. Both time periods include those working full-time, part-time, or self-employed.
The demographics about who was and was not still working shows a wide variation. Generally, fewer lower-income, part-time, and lesser-skilled workers are still working than were working in February.
The pandemic has currently affected some regions more than others. There are also regional differences in stay-at-home orders, those deemed essential, and those affected by business closures or layoffs. Among the major states, New York has the highest national percentage of non-workers, followed by New Jersey and California.
Occupation and working from home
Change in Employment from February to March 2020, by Occupation
Educational attainment and working from home
Primary Work Computing Device – February and March 2020
We asked two questions:
In February 2020, which computing device did you use as your primary work device?
While working at home, what is your primary computing device?
Benefits of working from home
Age of workers working from home
Household size for Americans working from home
Home delivery services for workers working at home
Definitions of terms used in this analysis
April 8 Workers – working full-time, part-time, or self-employed on April 8, 2020
March Workers – working full-time, part-time, or self-employed during March 2020
February Workers – working full-time, part-time, or self-employed during February 2020
Work from home – working from home as of the fielding date of the survey wave
Information workers – having had an employer-provided desktop PC in February 2020
About TUPdates
The analysis in this TUPdate is based on results drawn from MetaFacts Pulse surveys conducted March 26-30, 2020 with 772 online adults, and conducted April 8, 2020 with 530 online adults, drawn to be representative of American online adults who were working full-time, part-time, or self-employed in February 2020.
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. To share or quote excerpts, please contact MetaFacts.
Dan Ness, Principal Analyst, MetaFacts, May 3, 2018
Millennials have been getting a bad rap lately, with pundits suggesting that they’re squandering their financial futures on avocado toast or cold brew. While our TUP study doesn’t track café treats, we’re finding robust spending on technology devices and services by millennials. Among millennials, homeowners outspend their home-renting counterparts by far.
Based on our most recent wave of TUP/Technology User Profile 2017 US – millennial homeowners are far more likely than millennial renters to be using an Apple Watch or Google Wear smartwatch. Furthermore, they’re well above all other groups in using tech devices they don’t own – such as an employer-provided mobile phone, e-book reader, or tablet. They stand out for having their nest feathered by entertainment devices such as home projectors and OTT TV devices such as an Amazon Fire TV or Google TV. Also, these digital feathernesters are more likely than average to be protecting their homes with smart locks and video doorbells.
Differences in tech usage by home ownership status are not only about age since Generation X homeowners are also well above GenX renters. Interestingly, the mix of devices used by GenX homeowners is like those used by Millennial homeowners, although at lower levels. Millennial homeowners are a substantial market segment, making up nearly one in four connected adults. This group is only slightly larger than the 20% which are GenX homeowners and 22% which are boomer homeowners. Renters are the smallest share of connected adults in every age group. Among millennials, a higher share is renters than the rate in other age groups, although homeowners still outnumber renters by nearly two to one.
Looking ahead
Millennial feathernesters have impressive plans, with their tech purchase intentions higher than any other age or home ownership group. Their plans which are strongly higher than the plans of other age and home ownership groups span nearly all types of devices: notebooks, tablets, and smartphones.
Home ownership status is less of a factor among GenX. Unlike the pattern among current tech users, GenX homeowners don’t have substantially stronger plans than do GenX renters. And among Baby Boomers, the pattern is slightly reversed. For many tech products, especially the most-mobile devices, a higher share of Boomer renters plan to purchase notebooks, tablets, smartphones, and desktop PCs than do Boomer homeowners.
Notes
For decades, MetaFacts has focused on research technology usage and adoption, and segmented users by a wide variety of sociodemographic and behavioral factors. This helps us support our wide variety of clients, some of who use different segmentation and analysis approaches that change over time. While many of our clients employ proprietary segmentation approaches, others seek to analyze the market using more publicly-available or convenient standards.
Analysis by age is one widely-used view, and often a productive starting point for deeper analysis. In some cases, age is a key component of the life stage, reflecting passages such as adulthood or retirement. In other cases, the birth year is used to identify a generational group. Segmentation approaches seek to identify groupings of people who as similar to each other as they are different from members of other groups.
For the analysis in this TUPdate, MetaFacts categorized online adults into the following age groups:
Millennial adult (born 1981-1999, age 18-36)
Generation X (born 1965-1980, age 37-52)
Baby Boomer (born 1946-1964, age 53-71)
Silent+Greatest Generation (born 1945 and before, age 72+)
In our standard TUP analysis, we often split Millennials and GenX into younger and older groups, since much of the technology adoption varies within each of these groups. MetaFacts continues to conduct custom analyses of the groupings that are the most useful concerning their use and adoption of technology, as well as concerning broader sociodemographic and behavioral analysis.
We’re also monitoring the ongoing discussion among the research community around the possible name of the next generation following Millennials. In January 2018, a New York Times reader request turned up suggestions such as “memelords”, “iGeneration”, “deltas”, or “Generation Z or GenZ”. https://www.nytimes.com/2018/01/31/style/generation-z-name.html
About TUPdates
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. To share or quote excerpts, please contact MetaFacts.
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.
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.
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%.
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.
Dan Ness, Principal Analyst, MetaFacts, February 15, 2017
Who are the biggest spenders – Windows-Only, Apple-Only, or some other segment? (MetaFAQs)
Google went high, Apple went higher, and Microsoft is left with the rest. That’s an oversimplification, and yet is reflected in household technology spending. Users of certain combinations of operating systems spend differently.
Lowest-spending OS Combo
Adults that actively use only Microsoft Windows devices – PCs, Smartphones, or Tablets – spend less per year on technology products and services than adults who use at least one Apple or Google Android or Chrome OS device. Composed of some 36 million adults, this Windows-only one-sixth of connected adults spend $5.3k per year on their household technology products and services, from PCs and printers to internet and TV service. This indexes at 67, two-thirds the average national level.
Highest-spending OS Combo
At the other end of the spectrum are those busy adults actively juggling devices with all three OS. These 27 million adults index at 134 for household technology spending, with an average annual spend of $10.6k.
Looking ahead
Household tech spending is not only about buying devices, whether running any of these three OS. In fact, tech service spending makes up 90% of the average adult’s total household tech spending. Still, much of consumer device spending is discretionary, which means that socioeconomics plays a big part. We expect that the major OS companies will continue working to attract customers into their OS fold. That means we’ll continue seeing the tug-of-war between openness and walled gardens.
About MetaFAQs
This MetaFAQs is based on the TUP/Technology User Profile 2016 survey.
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.
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