Skip to content
MetaFacts TUP Client Portal

MetaFacts TUP Client Portal

MetaFacts TUP/Technology User Profile analysis results for subscribers

  • TUP Lenses
    • TUP Lenses on Technology
      • TUP Devices Lens
      • TUP PCs Lens
      • TUP Mobile Phones Lens
      • TUP Tablets Lens
      • TUP Consumer Electronics Lens
      • TUP Printers Lens
    • TUP Lenses on Users
      • TUP User Profile Lens
      • TUP Households Lens
    • TUP Lenses on Activities
      • TUP Activities Lens
      • TUP Communication Lens
    • TUP Lenses on Technology + Users + Activities
      • TUP Game Consoles, Gaming PCs, and Game-Playing Lens
      • TUP Home Entertainment Lens
      • TUP Technology Ecosystems
      • TUP Work/Life Balance Lens
      • TUP Wearables, Hearables, Listening, and Speaking Lens
  • Recent Findings
  • What’s New
  • Navigating the TUP Portal
    • TUP Deliverables Formats
    • TUP Topics
    • FAQs about TUP
    • TUP Questionnaires
  • Log In
  • MetaFacts
  • Shop

Tag: Attitudes

Posted on February 2, 2025March 25, 2025

Apple work computer users at a crossroads

Background:

Apple has continued to remain an underdog within the commercial computer market, with a consistently lower market share than Windows-based computers. With Apple’s growing emphasis on its own silicon and other technical innovations from displays to operating system integration, Apple has managed to maintain loyalty among employees as well as commercial IT/IS decision-makers.

The looming prospect of Microsoft withdrawing support from Windows 10, the chance to leverage AI and ML using Apple’s silicon, and to tap into the continued expansion of Apple’s footprint with its many consumer products and services presents opportunities for Apple to expand its reach into the hands of employees.

However, with the prospect of higher costs spurred by challenges brought on by US tariff uncertainty, likely supply chain challenges, and general economic disruptions, employers are at a crossroads with their technology investments. Remote work patterns have remained generally unchanged since the first year of Covid lockdowns, and the expectation is that they will continue for most employers.

Approach:

This one-time TUP data cut profiles active employed computer users by those using Apple computers versus users of any other work computer brand. We profile the age of computers in active use, a comprehensive demographic profile of current customers and usage levels in hours and breadth of activities. MetaFacts further identifies the activities conducted most often, including remote work status. Furthermore, we profile the AI attitudes and behaviors of Apple and non-Apple work computer users.

These results are based on the MetaFacts TUP/Technology User Profile 2024 datasets. Of these, 2,340 respondents represent employed online adults in the US, Germany, the UK, and Japan who actively use a work/employer-provided computer.

The TUP data cut features a set of standardized cross-tabulations from TUP/Technology User Profile 2024 in Excel format. It also includes a topline summary.

This content is for subscribers only.
Join Now
Already a member? Log in here
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.
Posted on 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.

This content is for subscribers only.
Join Now
Already a member? Log in here
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.
Posted on 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.

This content is for subscribers only.
Join Now
Already a member? Log in here
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.
Posted on 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.

This content is for subscribers only.
Join Now
Already a member? Log in here
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.
Posted on September 17, 2024November 1, 2024

Pro and con attitudes make AI a pushmi-pullyu

Awesome 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.

This content is for subscribers only.
Join Now
Already a member? Log in here
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.
Posted on February 10, 2024May 20, 2024

Feeling technology is moving too fast to keep up

Having the feeling that technology is like a rising escalator moving farther and farther away is more prominent among older than younger adults in the US, Germany, the UK, Japan, and China. Among each successively older group of online adults, a higher share feel that technology is moving too fast for them to keep up. The Covid pandemic gave many online users a temporary respite from feeling overwhelmed by technology, but the feeling has returned to 2021 levels.

This MetaFAQs reports on the percentage of online adults who agree with the statement, “I feel like technology is moving too fast for me to keep up,” split by country and age group. Report [TUP_doc_2024_0210_life] in TUP Lenses: User Profile

This content is for subscribers only.
Join Now
Already a member? Log in here
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.

TUP TOPICS

  • Activities
  • Age
  • Age generations
  • Age Groups
  • Android
  • Apple
  • Boomers
  • Commercial
  • Communication
  • Computers
  • Connected devices
  • Devices
  • Ecosystems
  • Elders
  • Employees
  • Employment status
  • Generations
  • Gen X
  • Gen Z
  • Home PCs
  • iPhone
  • Life stage
  • Market penetration
  • Microsoft Windows
  • Millennials
  • Mobile phones
  • Operating systems
  • Pandemic
  • PCs
  • Penetration
  • Printers
  • Remote workers
  • Remote working
  • Seniors
  • Smartphone activities
  • Smartphones
  • Sociodemographics
  • Tablets
  • Technology Ecosystems
  • Telework
  • Trends
  • User Profile
  • Windows
  • Work-related activities
  • Work from home

RECENT METAFAQS, TUPDATES, AND HIGHLIGHTS

  • Skype call forwarding its active base
  • Number of printer users using refilled ink or toner by country and generation
  • Aging ASUS work computers due for a refresh
  • Lenovo work computer users-a stable if unexcited group
  • Apple work computer users at a crossroads
  • Dell’s moribund home computer base
  • iPhone user base – broader and still somehow different
  • Lenovo’s leading edge – in home computing
  • Brother home printer successes may lead to future challenges
  • Inertia and tradition defend Epson home printer installed base

TUP Lenses, Deliverables Formats, and Waves

TUP LENSES, DELIVERABLES FORMATS, AND WAVES

© MetaFacts, Inc. 1996-2025

Privacy Policy Proudly powered by WordPress