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PC Operating Environment, Usage & Activities
A Technology
User Profile
Focus Edition |
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Overview |
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Over the last
three decades, personal computers have become
pervasive in the U.S. Most companies couldn’t function without them, and
the PC penetration rate in U.S. households has
stabilized. Innovation in design and functionality of PCs has
increased both adoption and
replacement rates, and has allowed PC
users to use their PCs for such diverse applications as word processing,
spreadsheets, photo editing, movie editing, watching movies and Internet
dating. Companies who manufacture or sell products or services into the
PC industry are now designing next-generation products and services, to
be used by today’s consumers and future ones. But in order to make
decisions about product designs and features, target markets, pricing,
distribution channels, etc., it’s important to understand the PC market
from the users’ perspective. Understanding the profiles of these users,
which PCs and related products that they use, how they use them, as well
as their attitudes and preferences is key for companies seeking to
develop their long-term marketing strategies. |
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This study examines how people use PCs
in their homes and workplace, from specific PC configurations to usage
behaviors and activities. Based on original survey research, the study
will address key areas such as PC and Internet activities (search,
dating, IM, etc.), online vs. offline activities, PCs by Brand & Form
Factor, operating systems, purchasing behavior, home networks,
multiple-PC households, PC replacement and disposition and more. |
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Benefits |
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The installed base
of PCs in homes and workplaces spans
a wide range of brands, form factors (desktops, notebooks and tablet
PCs), operating systems,
and other key characteristics. |
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Understanding the makeup of this
installed base, as well as the profiles of PC users, gives
insights into questions such as:
- What is the market size in PC
units, as well as household units, in total as well as for specific
segments?
- What are the adoption rates
and replacement rates for specific
products in specific market segments (e.g. notebook PCs among
low-income households, or seniors)?
- What is the demographic landscape,
both for key segments and specific target markets?
- How are the major PC vendors
performing in total as well as in key markets (e.g. Dell
market share vs. HP among small businesses)?
- What applications are people using
their PCs for? How does that differ for workplace vs. home PCs, and
desktop vs. notebook PCs?
- How do people buy PCs and related
technology products? Where do they shop for and where do they
purchase products and supplies?
- How many PCs are still using older
versions of Windows or other operating systems? What are the
profiles of their users, and what are the reasons for not upgrading?
- Who are the decision-makers, and
what shopping behaviors do they exhibit?
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This study is designed to be fully
representative of U.S. technology consumers in the U.S. The sample will
be selected and weighted to be fully representative, not a convenience
sample of enthusiasts. It will give a true understanding of technology
product ownership, attitudes, socio-demographics, purchasing behaviors
and influences, segment information, and purchasing plans. |
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Areas Covered |
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- User
Demographics
- Market size by technology product
& service
- Projected number of households and
PCs
- PCs by brand, form factor, chip
type, Operating system,
- Internet
connectivity
- Services such as VoIP/Voice chat
- Application software
categories
- PC/Internet Activities
- Buying
behavior and channels
- Planned Purchases
- PC replacement & disposition
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Benefits of the
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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PC Operating Environment, Usage & Activities
A Technology
User Profile Focus Edition
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