This page lists the most recent TUP analysis. MetaFAQs, TUPdates, and Highlights are listed below beginning with the most recent releases first.
For a brief summary of recent findings, please visit our What’s New page.
MetaFAQs address a specific current or often-asked question. TUPdates drill more deeply into TUP to cover a topic in more detail. Highlights are broader analyses for a specific TUP lens.
Recent MetaFAQs, TUPdates, and Highlights
- Employees expect remote work arrangements to endureBackground: 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.
- Sustained interest in smartwatches, although generations differBackground: 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.
- An Apple or Android future – the generations speakBackground: 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.
- Smartphones overtake computers: Device hour shifts since pre-pandemic timesBackground: 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.
- The sizzle is fizzling in game-specific devices while gamers find ways to play with whatever they haveFun is a persistent driver of technology usage, especially playing games. However, not all age generations are as interested in playing games as others are. Also, the devices people choose to play games on are evolving, with software becoming more efficient, graphics getting better, and connections getting faster. Also, the adoption of mobile devices, especially smartphones, has made game-playing more easily in reach to even casual gamers. Approach: This MetaFAQs is based on the surveys of 52,618 respondents in the US, Germany, the UK, Japan, and China from 2021 through 2024. In the TUP/Technology User Profile questionnaire, we asked respondents to specific the activities they do regularly with their devices – smartphones, feature phones, computers, tablets, and game consoles. Among those activities are playing immersive/action games and other games. In addition, we gathered demographics such as age which allows us to group results into generations. The results in this MetaFAQs include tables for 2021 through 2024 detailing the active use of the following activities and devices by country and generation: Online adults (000), Any smartphone, Any PC, Any home PC, Any game console, Any tablet, Any gaming desktop or laptop PC (NET), Any VR headset, Any device – play a game (NET), Any mobile device – game-playing (Net), Any smartphone – game-playing (Net) , Any PC game-playing or gaming PC (Net), Any PC – game-playing (Net), Any home PC – game-playing (Net), Any game console – game-playing (Net), Any tablet – play a game (NET), Any gaming PC – game-playing (Net)
- AI’s adoption easier path among American Apple and ASUS work computer usersAI (artificial intelligence, primarily generative AI tools) has received substantial market attention. Employees are strongly affected, mainly because many AI tools are marketed for productivity and work-related use cases. However, measuring the impact of the media and investor attention is essential to determine the level of interest, receptivity, and caution. There has been enough widespread awareness to measure employee sentiment. Furthermore, commercial computer makers have much of their future contingent upon how well their solutions are put into active use by employees and valued by their employers. Suitability of today’s AI tools aligns better with some occupations more so than others. Approach: This TUPdate is based on the surveys of 1,404 respondents in the US in August 2024 as part of the MetaFacts TUP/Technology User Profile survey. Relevant to this TUPdate, we asked respondents to report their strong agreement to strong disagreement with a series of statements about AI on a five-point scale. The survey further gathered demographics, such as employee role. Current TUP/Technology User Profile service subscribers can find these results on their client portal.
- Gen Z and Millennials are the least negative about AI in many countriesBackground: 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.
- American employees and AI-assisted use cases – an emerging yet complicated work relationshipThe 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.
- The iPhone and Android smartphone switchers, holders, and refreshersThe undecided are scrutinized not only in the political realm. The switchers wavering between iPhone and Android smartphones are a small yet significant group of interest. Add to that the remaining group of users who are (finally) moving from their feature phones to smartphones, and there is much movement in the marketplace. The smartphone market has evolved into replacement mode. Both Apple and Android smartphone makers know too well that a user beginning with their ecosystem is no guarantee that they will continue. Many factors also affect whether smartphone users upgrade their smartphones. In China, in particular, a host of influences has affected purchase plans. These include shifts in the economy, nationalistic pressures, and increased challenges from Apple’s rivals based in China, such as Huawei and Xiaomi. Although speeds and feeds have been the fascination of technology media, users have other qualities in mind when they choose a platform. This is especially true for first-time smartphone users. This analysis reports on the number of adults by their current and planned status, identifying the size of the market for those who intend to switch, plan to hold, are new to the market, and all other combinations of current and intended smartphone platforms. Approach To help measure the smartphone switcher market, we divided online adults into 16 groups. These are based on their usage and upcoming purchase plans for acquiring an iPhone or Android smartphone. Our analysis is of all online adults and includes adults who do not actively use smartphones, will be new to smartphones, and those who use more than one type. This TUPdate is based on the surveys of 13,561 online adults in the US, Germany, the UK, Japan, and China in August 2024. As part of the TUP/Technology User Profile questionnaire, we asked respondents to identify each smartphone they actively use, including its brand, operating system, and many other details. We also gathered their technology purchase plans for the upcoming twelve months, including purchase intentions for iPhone and Android smartphones.
- Pro and con attitudes make AI a pushmi-pullyuAwesome and shiny new technology is not enough to gain rapid, active, or sustained market acceptance. Even widely touted technological phenoms are not guaranteed to be as widely accepted, as we’ve seen with smart homes, smart speakers, 3D printers, IoT, and others. Also, even broad initial acceptance does not translate into engaged or sustained use. Gauging consumer sentiment is one measure of generative AI’s challenges and opportunities ahead, especially by comparing the views of those with hands-on experience to those waiting or avoiding. Approach: This TUPdate is based on the attitudes of 12,032 online adults in the US, Germany, the UK, and Japan, selected and weighted to be representative of the online population. As part of the TUP/Technology User Profile 2024 wave, MetaFacts included questions about consumers’ 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.
- Home PC pricing trends by generationBackground: Starting before the pandemic and subsequent economic shifts, online adults worldwide were adjusting which devices they use, with fewer using home computers. However, many employees working remotely were not provided a computer by their employer and sought to acquire one for their home. Also during this time period, adults were transitioning many of their regular activities from home computers to smartphones. This causes erratic effects to home PC prices, interrupting historical trends. Approach: MetaFacts surveyed 60,872 online adults in the US, Germany, UK, and Japan from 2020 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the home computers that respondents actively use, we gathered the price paid for any acquired as new in the previous 18 months. All prices were converted to US dollars for comparison, grouped into price ranges, and then reported by country and age generation.
- The continued decline of widespread personal computer useMarket penetration is one of the core overall measures affecting all manner of technology companies: hardware, software, services, and support. The key device types measured in this analysis are the active use of a home computer, an employer-provided “work” computer, or any other computer, such as one supplied by a university or in a library, cybercafé, or owned by a friend or neighbor. The primary measure reported in this TUPdate is the percentage of online adults in the US, Germany, the UK, Japan, or China actively using any of these computers. Approach: This TUPdate is based on the surveys of 82,101 respondents in the US, Germany, the UK, Japan, and China from 2019 through 2024. In the TUP/Technology User Profile questionnaire, we asked respondents to identify the active installed base of connected devices they use – smartphones, feature phones, computers, tablets, and game consoles. In addition, we had them specify the source of funds for the computers they use – home, work (employer-provided), or other (public, school, library, cybercafe, friend, etc.)
- The shock undermining monoculture or ecosystem dominanceThe recent cybersecurity event involving Microsoft and Crowdstrike garnered much attention. It also renewed concern among consumers who may worry their Windows devices will be next to fail. This TUPdate double-clicks on the devices people use in addition to a single computer, smartphone, or tablet. It splits out the share of online adults around the world (in the US, Germany, UK, Japan, and China) who use a computer, Windows 11 PC, Windows 10 or earlier PC, or Apple computer by the percentage of those who use other devices such as iPhones or Android tablets. It splits out the share of smartphone, iPhone, and Android smartphone users who use computers with Windows 11, 10, or earlier versions, Apple computers, iPads, or Android tablets. It also reports the multi-year shift in how many devices people use regularly. Report [TUP_doc_2024_0723_mono] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; Technology Ecosystems
- Gen Z and Millennials continue trend as most substantial consumers of print servicesPeople find ways to get documents printed even if they don’t have access to a printer at home or in their workplace. Print services at retail outlets have been joined by online services as being one alternative. However, these services have only reached a small percentage of adults. Later generations have been the main ones to use these print services, even continuing after an early pandemic surge. This MetaFAQs reports on the percentage of online adults who regularly use a print service: a self-serve store kiosk, retail printing outlet, and online printing service. The results are split by age generation and country: US, Germany, UK, Japan, and China. Report [TUP_doc_2024_0329_sert] in TUP Lenses: Printers; User Profile
- Printer usage declines among most countries and generations with Gen Z unlikely to restartIn most countries surveyed, Gen Z began adulthood actively including printers among their technological devices. As they have matured, however, their printer usage has dropped at similar rates to millennials and Gen X. Adults in Germany have maintained the highest printer penetration rates among the countries surveyed, and those in the UK are the lowest. This MetaFAQs reports on the percentage of online adults actively using at least one printer. This information is split by country (US, Germany, UK, Japan, China) and age generation (Gen Z, millennial, Gen X, Boomer/Silent Generation). Report [TUP_doc_2024_0328_prtt] in TUP Lenses: Printers; User Profile
- Younger, not youngest, adults continue with most device hoursBefore the pandemic, adults worldwide started spending less time with connected devices. Americans, Germans, Britons, and Japanese have continued that downward trend. In particular, younger adults (aged 18 to 24) have lowered their usage the most, dropping by 16% in the UK and 15% in Japan. Older adults (aged 50 and up) have also reduced usage, leaving only the adults aged 25 to 49 showing a few growth spots and otherwise cutting back. This MetaFAQs reports the average (mean) weekly hours adults use their connected devices – smartphones, computers, and tablets – split by country and age group. Report [TUP_doc_2024_0319_yhrt] in TUP Lenses: Devices; User Profile
- Younger workers extend remote working trendThe early pandemic shift to working remotely remains an expectation among workers across more than one developed country. Over the last three years, most workers in nearly every country surveyed expect to continue working remotely. The age gap is widening, with the highest share of remote work expectations among younger workers. This MetaFAQs reports on the percentage of online workers across the US, Germany, the UK, Japan, and China who expect to work remotely one year in the future, split by those aged 18 to 39 and those aged 40 and above. Report [TUP_doc_2024_0318_owft] in TUP Lenses: User Profile; Work/Life Balance
- Remote workers continue paying own phone billsSmartphones have become a workhorse for many workers, facilitating their ability to work remotely. However, the share of employers who help pay the phone bills is nominal. In 2020, employers paid for a higher share of workers, and that share has declined since then. This MetaFAQs reports on the percentage of workers who have their phone service charges paid for or reimbursed by their employers, split by country. Report [TUP_doc_2024_0316_empt] in TUP Lenses: Mobile Phones; Work/Life Balance
- Online workforces continue to declineThe labor market status is a major macroeconomic factor in understanding and measuring market demand. Technology products such as computers and smartphones are susceptible to these economic shifts. Fewer workers mean fewer duplicated resources, such as workers using a home-owned computer as well as one that is provided by their employer. Also, a smaller workforce can mean slower economic growth overall, to the extent that there is less earned income in the economy. The advent of gig workers in some countries, many of whom identify as self-employed, has also expanded the labor pool to some extent. This MetaFAQs reports on the percentage of online adults who are employed full-time, part-time, or self-employed by country. Report [TUP_doc_2024_0314_empt] in TUP Lenses: User Profile; Households
- Growing use of refurbished tech varies by country and age generationThe active use of used or refurbished technology is a growing practice among most countries surveyed. However, there are generational trends that differ from one country to another. In the US, later generations (Gen Z) have higher rates of using used or refurbished home computers or smartphones. In contrast, in the UK and Japan, different age generations have higher usage rates of used or refurbished home computers or smartphones. This MetaFAQs reports on the percentage of smartphone users who use a used or refurbished smartphone, the percentage of home computer users who use a used or refurbished computer, and details the trend from 2019 to 2023 by country and age generation. Report [TUP_doc_2024_0312_reft] in TUP Lenses: Devices; PCs; Mobile Phones; User Profile; Game Consoles, Gaming PCs, and Game-Playing
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