User Profile – MetaFacts TUP Client Portal

November 13, 2024December 5, 2024

Profile of American wireless item tracker users

Background: Wireless item trackers such as Apple AirTags or from Tile have reached beyond double-digit market penetration. For technology market leader Apple, the devices hold the promise of extending the depth of user engagement with and reliance on the Apple ecosystem. Location sharing is a double-edged sword, since it increases the risk of a privacy breach while simultaneously offering enhanced convenience.
Approach: This MetaFAQs is based on the responses of 7,537 online adults from the MetaFacts TUP/Technology User Profile 2024 wave. It reports the percentage of online adults using an item tracking device such as an Apple AirTag or Tile. Respondents are profiled by age, gender, generational life phase, detailed employment status, presence of children, household size, use of Apple, Windows, and Android devices, and plans to acquire a wireless item tracker in the next 12 months.

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Usage guidelines: This document may be freely shared within and outside your organization in its entirety and unaltered. It may not be used with a generative AI system without separate licensing and express written permission. To share or quote excerpts, please contact MetaFacts.

October 23, 2024November 6, 2024

Profile of Copilot+ PC early adopters – their AI attitudes, use cases, activity trends, and profile

Background:
Many major PC makers have recently launched AI Copilot+ PCs, enabling consumers and employees to make the most of many AI tools. The earliest brands include HP, Acer, ASUS, Lenovo, Microsoft, Dell, and Samsung, including Qualcomm technology. With so much promotional hype and confusion around AI, getting a reality check from users is essential.

Are early adopters of Copilot+ PCs very different from users of non-Copilot+ Windows 11 PCs? Windows 10 PCs? Apple Macs? The general online public?

Who are these newest buyers?

Which types of use cases are the early adopters getting AI assistance with?

How are their attitudes about AI different from the rest of the online world? Are they more positive, or are they more negative?

What are their concerns? Privacy? Wrong answers? Are they underwhelmed? And how strongly are they concerned?

What do they enjoy about using AI assistance? Creativity? Productivity? Learning new things?

Why did they buy a Copilot+ PC?

Approach:
This research is based on a survey of 11,852 online adults in the US, Germany, UK, and Japan, drawn and weighted to be representative of the online population. From this dataset, MetaFacts screened and profiled 3,131 respondents who use AI assistance with their regular activities. These use cases most used with Copilot+ PCs include personal creativity, professional creative software for work purposes, creating videos for work purposes, writing, and using professional creative software for personal purposes. Furthermore, the study details more than 80 activities, the share that are regularly done, and the percentage that are done using AI tools.

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October 11, 2024November 6, 2024

Employees expect remote work arrangements to endure

Background:

How long will remote work continue? Will the hybrid arrangements persist, or will we be back to all or nothing? Working remotely suddenly expanded into the mainstream in early 2020 in response to the COVID-19 pandemic. In each subsequent year, employees and employers have been adapting to shifting conditions, each wondering about the road ahead. The unknowns hold many implications, including the type of technology employees will use, buy, or that employers may provide to them.

Approach:

This MetaFAQs is based on the responses of 23,671 employees over three years from the MetaFacts TUP/Technology User Profile 2022 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports the percentage of online adults expecting to work remotely in the next 12 months—ranging from never, to occasionally, and up to always. This is further split by age group (18-39 and 40+) and global and US views. These results are drawn from the standard published TUP tables named 200 WFHxEMPAGE.

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October 10, 2024November 1, 2024

Sustained interest in smartwatches, although generations differ

Background:

Wearables have extended the literal attachment many consumers maintain to their respective ecosystems. Smartwatches are more than a fashion accessory; they can act as a visible sign of one’s brand choice, much like white headphones or blue text messages. Watching the forward interest in watches is one key indicator of Apple’s future and that of its rivals.

Approach:

This MetaFAQs is based on the responses of 54,619 respondents over four years from the MetaFacts TUP/Technology User Profile 2021 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports the percentage of online adults planning to purchase wearables in the next twelve months, specifically an Apple Watch, an Android Smartwatch, some other smartwatch, or a fitness tracker. This is further split by generations for global and US views. These results are drawn from the standard published TUP tables named 810 PLANSxAGEGEN.

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October 9, 2024November 1, 2024

An Apple or Android future – the generations speak

Background:

As the smartphone market approaches saturation and ubiquity, the competition between ecosystems has become the most closely scrutinized. Will future smartphone consumers choose an Apple iPhone or an Android smartphone? Is Gen X more interested in iPhones, or are they going with Android?

Approach:

This MetaFAQs is based on the responses of 54,619 respondents over four years from the MetaFacts TUP/Technology User Profile 2021 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports on the percentage of online adults in three mutually exclusive groups: Those who are planning to purchase an iPhone and not an Android smartphone, those planning to purchase an Android and not an iPhone, and those on the fence – planning to buy either. This is further split by generations for and with a global and US view. These results are drawn from the standard published TUP tables named 810 PLANSxAGEGEN.

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October 3, 2024November 1, 2024

Smartphones overtake computers: Device hour shifts since pre-pandemic times

Background:
Before the pandemic and economic shifts, online adults worldwide have adjusted which devices they use, how they use them, and how often they use them. Two major changes are the shift from feature phones to smartphones and, following that, the transition from computers to smartphones. One measure of this shift is the time users spend with each type of device.

Approach:
MetaFacts surveyed 81,608 online adults in the US, Germany, UK, and Japan from 2018 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the multiple devices that respondents regularly use – smartphones, computers, tablets, and game consoles – we have them report the number of hours they use each device weekly. We aggregate these results for each respondent and then report the mean (average) hours within their country and generational age group.

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September 26, 2024November 6, 2024

The aging home computer installed base as most generations delay refreshing

Background:
Headwinds have faced home computers for years. Prior to the pandemic, adults worldwide were relying less on home computers and more on smartphones, tablets, or for some of the employed, work computers. With the onset of the pandemic, many employees, students, and parents turned to home computers for entertainment, shopping, or to get work done. Now, as many employees and students are returning to previously-established routines, home computer usage levels are returning to the established long-term trend.

Approach:
MetaFacts surveyed 81,608 online adults in the US, Germany, UK, and Japan from 2018 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the multiple devices that respondents regularly use – smartphones, computers, tablets, and game consoles – we have them report if they are using a home computer, and how recently they acquired it.

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September 24, 2024November 14, 2024

Home printer market growth quadrants & long-term trends

Background:

The use of home printers has declined as a growing share of technology users increasingly transform their images, documents and interactions to digital. Furthermore, users have migrated many activities away from home computers. This TUPdate identifies the areas with the highest potential for growth and near-term acquisition of home printers.

Approach:

This research measures the active market penetration rates among global and American adults. Results are based on a survey of 13,561 online adults in the US, Germany, UK, Japan, and China, drawn and weighted to be representative of the online population. From this dataset, MetaFacts screened and profiled 6,609 respondents who are using a home printer or plan to acquire one within the next 12 months. This analysis reports on the market based on user’s current and planned use of a home printer in four quadrants: growth, replacement, holding, and uninvolved. MetaFacts also tapped into its surveys of 109,946 respondents from 2017 through 2024 to detail trends in active home printer and home computer usage. This analysis uses data on home printer brand, home printing activities, current and expected remote work status, employment status, respondent age, and home printer age.

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September 21, 2024November 1, 2024

Gen Z and Millennials are the least negative about AI in many countries

Background:
Any new technology undergoes an awareness and acceptance process before reaching any level of market penetration. That process often rests more on perception and attitudes than on objective measures of speeds, feeds, or productivity. The hype around all things AI has certainly addressed the awareness aspect, although the messages have brought more confusion than clarity for most consumers. Several themes have emerged around the possible benefits from AI assistance such as sparking creativity, boosting productivity, or fostering learning. Simultaneously, there are widespread concerns deterring adoption, including threats to privacy, incorrect results, and disappointment in the offering from what the user expected. Regarding which part of the market might be most accepting of AI, a widely held view is that Generation Z would be first. We’re hoping to address this presumption with empirical evidence.

Approach:
As part of the MetaFacts TUP/Technology User Profile 2024 study, we asked respondents to rate nine statements on a five-point agreement scale. For this analysis, we evaluated three statements as being positive: “AI is a very good way to learn new things,” “AI has been helping me be more productive”, and “AI has been helping me be more creative.” We measured three other statements as being negative: “I am concerned that AI may threaten my privacy,” “AI gives too many wrong answers,” and “AI is not as good as I thought it would be.” We calculated a difference score as the summation of positive ratings minus the negative ratings. We report this difference score by generation and country.

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September 20, 2024November 1, 2024

American employees and AI-assisted use cases – an emerging yet complicated work relationship

The workforce is one of the primary target markets for generative AI. From knowledge workers to front-line workers, employees of all roles have evaluated and implemented AI for various use cases. Many employers have been the driving force behind the commercial adoption of AI as they hope for productivity gains. Many employees are early adopters and find personal applications they enjoy, shaping their experience and expectations. However, broad market adoption has continued to encounter challenges. Employees and employers alike express concerns about their privacy, disappointment in what they’ve seen so far, and apprehension about getting too many wrong answers.

Approach

This TUPdate is based on the attitudes of 3,422 online employees in the US, selected and weighted to represent the online population. As part of the TUP/Technology User Profile 2024 wave, MetaFacts included questions about employees’ attitudes and expectations of generative AI tools. The survey measured attitudes around the benefits active AI users are enjoying, hopes for the future, privacy concerns, usefulness, and hardware limits. We defined active AI use as a combination of regular activities involving AI tools, specific services like ChatGPT and Copilot, or a Copilot+ PC. Among more than 80 regular use cases across all devices – smartphones, computers, or tablets – we reviewed various work-related activities, spanning communication, collaboration, creation, productivity, and others.

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