Microsoft announced an upcoming service for its Microsoft 365 service that integrates the user’s data using generative AI. Called Microsoft CoPilot, the service will first be offered to enterprises. This TUPdate measures the potential market of those most likely to adopt and benefit from the service.
Apple active installed base by country and age
Apple is the envy of many technology companies, primarily for their active installed base of loyal customers. While Apple’s highest penetration is with the iPhone, there is a solid overlap with Macs, iPads, and Apple Watch.
This MetaFAQs reports on the depth of Apple’s customer loyalty as measured by the collection of Apple products they use – iPhones, iPads, and Macs. It reports on the percentage of online adults in the US, the UK, Germany, and Japan that use any of Apple’s key devices and which ones they actively use. It further splits Apple’s installed base by age group, reporting on penetration and the average number of devices used.
Active game-players by platforms
Game consoles get most of the attention in the gaming market. Many more online adults actively play immersive or other games using their connected devices – smartphones, tablets, or computers – than use game consoles. Outside of the US, Windows PCs outnumber smartphones as the game-playing platform of choice, especially in Germany and Japan. This TUP analysis reports the number of online adults actively playing immersive or other games by platform type and country.
Apple computer usage by socioeconomic groups
Apple computers grew in usage during the pandemic, only to shrink below pre-pandemic levels. The shape and composition of the active Apple computer user base maintained relative strength among historically advantaged Americans and much less so among the traditionally disadvantaged. Advantaged Americans have been the ficklest. The skew toward younger Americans using Apple computers has flattened as older Americans increase their usage.
This TUPdate looks at the profile of American adults who currently use an Apple computer along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
Smartwatch usage & plans by socioeconomic groups
Among Americans, active smartwatch usage has shifted towards traditionally disadvantaged sociodemographic groups and away from those traditionally advantaged. Overall, age is a prominent factor affecting smartwatch usage, with younger Americans having the highest active usage rates. There has been a flattening of the usage profile, with market growth among the youngest and oldest Americans. The smartwatch market is currently a replacement market, with 45% of active smartwatch users having purchase plans versus 14% of those not using a smartwatch. Consequently, the profile of smartwatch users is unlikely to change in the coming year.
This MetaFAQs looks at the five-year profile of American adults who actively use a smartwatch along several lines: the socioeconomic group they are part of, their life stage, employment status, and age. It also profiles those planning to purchase a smartwatch in the next 12 months.
Apple Watch usage & plans by socioeconomic groups
Apple Watch usage grew during the pandemic only to shrink below pre-pandemic levels. The shape and composition of the active Apple Watch user base favors younger employed Americans. From 2018 to 2022, active usage dropped overall among historically advantaged groups and rose among those historically disadvantaged. Three historically disadvantaged sociodemographic groups – younger Black, Hispanic, and multi-racial adults – stand out for having higher than average and growing usage.
This TUPdate looks at the five-year profile of American adults who actively use an Apple Watch along several lines: the socioeconomic group they are part of, their life stage, employment status, and age. It also profiles those planning to purchase an Apple Watch in the next 12 months.
Apple notebook usage by socioeconomic groups
Apple notebook/laptop computers grew in usage during the pandemic, only to shrink to pre-pandemic levels. The shape and composition of the active Apple notebook computer user base maintained relative strength among historically advantaged Americans and much less so among the traditionally disadvantaged. The skew toward younger Americans using Apple notebooks has flattened as older Americans increase their usage.
This TUPdate looks at the profile of American adults who currently use a personally owned Apple notebook computer along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
Any home tablet usage & plans by socioeconomic groups
Sweeping user shifts may be ahead for home tablets. Usage rates have been dropping since 2018 across most market groups. The strongest interest in purchasing a home tablet is among a very different set of Americans than are currently using them. Purchase plans point to a younger user profile, especially those employed and with children.
This MetaFAQs profiles active adult users of home tablets by age, gender, life stage, and employment status. The sociodemographic analysis includes traditionally advantaged and disadvantage groups. It also reports on those who are planning to buy a home tablet.
Home Apple computer usage by socioeconomic groups
Apple home computers grew in usage during the pandemic only to shrink below pre-pandemic levels. The shape and composition of the active Apple home computer user base shifted away from historically advantaged and younger Americans.
This TUPdate looks at the profile of American adults who currently use a personally owned home Apple computer along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
Home notebook/laptop computer usage & plans by socioeconomic groups
Home notebooks became a darling of the pandemic as many Americans began working at home. After a surge, market penetration rates have dropped to pre-pandemic levels or below.
Historically disadvantaged groups have had the furthest retreat from regular home notebook use.
Looking ahead, the strongest purchase intentions are among older Adults – Millennials and Gen X. Fewer Gen Z adults are embracing computers, whether fixed or mobile, and Boomers are sticking with the ones they already have.
This TUPdate looks at the profile of American adults who currently use or intend to use a personally owned home notebook/laptop along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.