The active use of a voice assistant through one’s primary device is still a niche activity, although it is trending upwards after a decline following the onset of the pandemic. There is a generational bias in that Gen Z and millennial adults have the highest rates in most countries surveyed.
This MetaFAQs reports on the percentage of online adults who have used a voice assistant through their primary connected device – a smartphone, computer, or tablet – within the last month. The results are split by country and age generation. Report [TUP_doc_2024_0226_yvot] in TUP Lenses: Mobile Phones; Consumer Electronics; User Profile; Activities; Technology Ecosystems; Wearables, Hearables, Listening, and Speaking
The widening generational divide in Apple computer usage
If Apple hasn’t earned Boomers’ attention, despite decades of marketing and use among a strong if small core, then Apple can claim a generational victory at least among Gen Z. Over the last five years, Generation Z adults have had the highest penetration rate for Apple’s computers among every country surveyed. Furthermore, Apple’s Gen Z share has grown among Americans, Japanese, Chinese, and especially strongly among Germans. To be fair, Apple has seen gains among some other generations and countries, although these are modest compared to Gen Z’s acceptance rates.
This MetaFAQs reports on the percentage of computer users using an Apple computer split by generation and country. Report [TUP_doc_2024_0223_ymat] in TUP Lenses: PCs; User Profile; Technology Ecosystems
Apple’s wavering global reach among youth
Apple has historically targeted and appealed to younger adults, starting with Apple home computers. While this market segment remains vital to Apple, only a fraction of adults aged 18 to 24 across multiple countries actively use an Apple home computer. Also, the penetration rate has been wavering. Younger adults are increasingly using smartphones for many activities instead of home computers. Also, many members of this age group are changing their life circumstances, as students or in their employment status. Still, in most countries surveyed, this age group has higher market penetration than older adults.
This MetaFAQs reports on the percentage of adults actively using an Apple home computer by country (the US, Germany, the UK, Japan, and China) and age group (18-24, 25-34, 35-49, and 50+). Report [TUP_doc_2024_0216_yapt] in TUP Lenses: PCs; User Profile; Technology Ecosystems
Young adults strongly prefer Apple computers globally
Globally, computer users aged 18 to 24 are twice as likely as 50+ users to be using an Apple computer. Among German adults, the ratio is the most extreme – more than four times wider. Germany has been a stronghold for Windows computers as well as Android smartphone and tablets, a factor that has been changing primarily with younger Germans. In Japan, the difference by age group is not as extreme, and Apple’s overall penetration is lower across the board.
This MetaFAQs reports on the percentage of adult computer users who are using an Apple computer by age group and country. Report [TUP_doc_2024_0213_ymac] in TUP Lenses: PCs; User Profile; Technology Ecosystems
Apple deepens its loyalty in Germany and the UK
One hallmark of Apple’s success with its technology ecosystems is the breadth of Apple products that customers use. Using the most straightforward measure of market penetration—those adults who use at least one Apple product—Apple shows stable market penetration globally and in the US, the UK, Germany, and Japan. Looking one level deeper, the share of customers using two or more Apple OS devices shows a similar pattern, a positive sign for Apple. User penetration trends in China are less optimistic.
This MetaFAQs reports on the percentage of online adults using one or more Apple OS devices—an iPhone, iPad, or MAC—and those using two or more Apple OS devices. The data is split by country. Report [TUP_doc_2024_0213_aplt] in TUP Lenses: Technology Ecosystems; PCs; Mobile Phones; Tablets
In most countries, younger adults boost any Apple iPhone market expansion
Apple’s iPhone slightly leads among American smartphone users and is approaching the halfway mark among smartphone users in the UK. However, the iPhone is losing its share in Japan, and its status in China has been mixed from 2019 through 2023. In nearly every country surveyed, the iPhone’s market penetration has been driven by younger smartphone users, while penetration rates among older smartphone users have remained relatively flat.
This MetaFAQs reports on the percentage of smartphone users using an Apple iPhone split by country and age category. Report [TUP_doc_2024_0209_ipht] in TUP Lenses: Mobile Phones; User Profile; Technology Ecosystems
Three-fourths of American Gen Z adults use an Apple device, up from two-thirds, while the UK has the reverse trend
Anchoring Apple’s market strength is its technology ecosystem, primarily when more than one Apple device is used with another. One of the most basic market metrics of Apple’s progress is whether an adult is using at least one Apple OS device – an iPhone, an iPad, or a Mac.
This MetaFAQs reports on the percentage of online adults actively using at least one Apple OS device, split by country and age generation. Report [TUP_doc_2024_0202_appt] in TUP Lenses: User Profile; Technology Ecosystems; Devices; Mobile Phones; Tablets; PCs
Apple’s younger multi-product customers
Apple’s better customers, actively using two or more smartphones, tablets, or computers, are decidedly younger than the online population. This youthful skew is seen in every country surveyed.
Germany stands out for its more extreme bias towards younger adults. The long-entrenched Google Android smartphone majority has proven difficult for Apple to penetrate. Germans aged 18 to 24 appear to be challenging the status quo.
This MetaFAQs reports on the percentage of online adults in the US, UK, Germany, Japan, and China who are actively using two or more Apple OS devices (an Apple iPhone (iOS), an Apple iPad (iPadOS), or an Apple Mac (MacOS). Report [TUP_doc_2024_0127_2apl] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Technology Ecosystems
Youth using used smartphones
Economic pressures have supported younger adults, often with lower employment rates and limited funds, in turning toward acquiring technology from friends, family, or the refurbished device market. Refurbished or used smartphones are more widely used in the UK than in many other countries. Usage is especially high among adults aged 18 to 24 as compared to other age groups, a finding that is consistent across the US, Germany, the UK, Japan, and China. Generally, the use of a used/refurbished smartphone shrinks with age.
This MetaFAQs reports on the percentage of smartphone users who are using a used/refurbished smartphone by country. Report [TUP_doc_2024_0121_yref] in TUP Lenses: Devices; Mobile Phones; User Profile
Gen Z and millennial voices are heard, by assistants
Voice commands preceded the hype of AI with the promise that technology users would be able to get things done with their voices. Market reception was robust initially, then sagged, and has since returned to moderate levels among certain age groups. A skew toward higher market penetration among younger adults is apparent in the US and UK but less in Germany and China.
This MetaFAQs reports on the percentage of online adults who use a voice assistant through their primary connected device – a smartphone, computer, tablet, or game console, divided by age group and country. Report [TUP_doc_2024_0113_yvoi] in TUP Lenses: Mobile Phones; Consumer Electronics; User Profile; Activities; Technology Ecosystems; Wearables, Hearables, Listening, and Speaking