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Mobile Devices & Segments
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Technology
User Profile Focus Edition |
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What moves the people that move |
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Overview |
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Communicating and staying organized is
possible through a dizzying combination of products and service for both
consumers and employees. One product or service doesn’t deliver a
complete solution, just as any one technology or market segment doesn’t
really paint the whole picture. It is now possible to use any number of
devices (PC desktops, PC laptops, smartphones, handhelds, etc.) for the
most common applications (email, text messaging, voice calls, contact
manager, and so on). Mobile service providers and Wi-Fi hotspot
providers are helping to fuel the use of mobile devices with their
offerings. And application providers are actively migrating their
applications to new platforms. The result is that consumers and workers
often use multiple products with overlapping capabilities. |
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To shed true light on this fact, this study spans an entire range of
mobile products and services as well as consumers and employees. It
includes smart phones, cell phones, handhelds, as well as PC laptops. In
addition to extensive user profiles, it also includes connectivity, such
as Bluetooth and WiFi. |
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Unlike reports based on analyst estimates, secondary research, or about
a single technology or narrow segment, the TUP Focus
Edition: Mobile Devices & Segments
study is based on original survey research, fully representative and
weighted to represent all American users of mobile information products
and services. |
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Benefits |
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Understanding the mobile device from
the user perspective is important for industry players who are seeking
to formulate their long-term product and marketing strategies. Device
manufacturers, service providers, software providers, entertainment and
media companies and others need to understand key consumer trends and
preferences in device adoption, current usage, preferred usage,
convergence, divergence, purchasing behavior, and other areas. |
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The key to getting an accurate read on
any market lies in the representativeness of the sample. For example, a
study based on a convenience sample of smartphone users would paint an
inaccurate picture of the market. It might conclude that everyone from
teens to senior citizens have abandoned their traditional devices like
desktop PCs and telephones in favor of their smartphones. A convenience
study of laptop or handheld users would produce similarly skewed
results. This study is designed to be fully representative of all mobile
device users in the U.S., tying together three key pieces: mobile
devices owned, device activities and preferences, and the user segments.
It provides a true understanding of the product adoption rates and
patterns, usage, device convergence, attitudes, socio-demographics,
buying habits, and plans to buy mobile devices and services. |
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Areas Covered |
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- Devices owned by device type and
brand (Mobile phones, smart phones, PDAs, PC laptops, portable music
players, portable game players, etc.)
- Mobile device applications by type
(email, text messaging, listening to music, watching movies, playing
games, maps/directions, obtaining information, news, etc.)
- Wireless services
- Devices planned for purchase by
device type and brand
- Demographics
- Connectivity and device
convergence and divergence
- Market size and market share by
device type
- Adoption rates, penetration and
estimated spending by device type
- Buying behavior and purchasing
channels
- Consumer attitudes:
Bundled vs. standalone offerings, usage etiquette, platform
preferences, online vs. offline shopping and purchasing,
security-conscious, etc.
- Lifestyle trends:
High-value segments (Early adopters vs. laggards, large
technology spenders, households with children, etc.
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Benefits of
Technology User Profile Focus Editions |
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Technology User
Profile Focus Editions are based on the Technology
User Profile (TUP) approach of representative research, not
convenience samples. TUP is steeped in technology history, and has been
conducted continuously since 1983. TUP’s coverage is broad, spanning
many technology products and services as well as user segments. For more
information about Technology User Profile, please visit
the TUP
Overview |
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Mobile Devices & Segments
A
Technology
User Profile Focus Edition |
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What moves the people that move |
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