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Technology User Profile®
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Tracking the Savviest Computer Users |
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Dan Ness, Principal Analyst,
MetaFacts, May 20, 2004 |
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Which PC brands have the most experienced users?
Dell buyers are often represented in the press that the majority of its users
are experts. However, based on new research by MetaFacts, Inc. both Apple and
Sony have a higher proportion of PC veterans manning their keyboards compared to
other brands. |
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This conclusion is drawn from the largest longest-running
technology census conducted in the U.S. – Technology User Profile – and reported
in its recently released Brand Profile Report. The annual survey compiles
results from 11,175 respondents who were asked among other things, their years
of computer use and level of computer expertise. |
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Why does this matter? |
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Early computer hobbyists may
have enjoyed the challenge of complex technology products, but this market
segment is limited in size. Overly-complex technology products are increasingly
a drag on the industry. PC vendors face a crossroads that could radically shift
the playing field. With the emergence of consumer electronics that do one thing
simply and well, PC vendors must either simplify their products to attract new
buyers, hold onto their savvy users, or get pushed aside. Consumer electronics
manufacturers that are entering markets served by computers need to avoid making
the mistakes of PC companies by having overly-complex offerings that appeal only
to one segment. |
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One factor in determining which PC
brand has the savviest users is to measure how many years of experience they
have behind the screen. Apple has the highest share of its users that are
veterans, with over half (53%) having 11 or more years of computer expertise.
Buyers of Sony branded computers rank second on veteran factor list with nearly
half (49.4%) of its base having more than 11 years of computer experience.
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On the other end of the scale,
eMachines has the highest level of new users, with over one-third (34.3%) of its
users have 5 or less years of computer experience. At the same time, nearly a
third (32.1%) of its users have 11 years or more of computer experience,
reflecting that eMachines PCs have also been bought by experienced users, often
to get additional PCs for other users in their homes. |
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A second measure of user confidence is
their ability to install their own software and hardware. Apple and Sony
households rate themselves confident when it comes to overall computer literacy.
Of the major brands, Sony and Apple have the highest rate of households that
state that their computer literacy is veteran such that they could help others
install hardware. Nearly one-third (32.5%) of Apple households say then can help
others install hardware on their computer, a full 33% higher level than the
national average of 24.4%. Sony users also rate themselves highly, with 29.9%
saying they can help others. Interestingly, there are also an above-average
proportion (25.6%) of Apple users that do not feel confident and instead almost
always rely on others for help with installing hardware, and an above-average
share (15.4%) almost always relying on others for help with installing software.
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Years of Computer Expertise
by Brand
(%
of Projected Installed Home PCs)
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Source:
MetaFacts, Inc. – Technology User Profile 2003 -
Brand Profile Report February 2004
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Looking ahead, having the savviest computer users may not
necessarily be a good thing. As the line between computing and single-function
consumer electronics products becomes gray, simplicity will be the necessary
goal of every hardware and software manufacturer seeking to expand their markets
beyond their pool of expert veterans. |
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Background & Methodology |
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Factual, decision-making information like this is
only found in one place, the Technology User Profile from MetaFacts. The
Technology User Profile market research information service is based on
extensive primary research selected and balanced to represent the American
population - including technology users and non-technology users. Drawn from
more than 10,000 surveys per year reporting on over 250 questions, it is the
most comprehensive total market technology study available. TUPdates are brief
summaries of information contained in the Technology User Profile. |
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Current Technology User Profile subscribers may be
interested in the following links with related, more detailed or updated
information:
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Links to TUP Online Store
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If you are not a current Technology User Profile
subscriber, and wish to obtain the source data or related information used in this TUPdate, please follow
this link to the
TUP Online Store. |
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