Market 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 dominance
The 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
Apple’s consistently youthful multi-product customers
Across the US, UK, and China, adults actively use an average of 0.9 Apple OS devices (iPhones, iPads, or Macs). Users in the US consistently lead in the number of Apple devices in use, while the UK has shown the highest recent increase. Germany’s average is lower but has risen since 2017. Younger adults have more Apple devices on average, and successively older adults use fewer. Notably, German adults aged 18 to 24 have the highest mean number of devices, a sharp increase since 2021.
This MetaFAQs reports on the percentage of adults with two or more Apple OS devices from 2017 to 2023, revealing market penetration trends. The statistics are split by country and age group. Report [TUP_doc_2024_0307_2apt] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Technology Ecosystems
A smartphone and home computer persist as top device combo
Home computers have been challenged recently as many adults have been shifting their activities to smartphones. However, combining a home computer and a smartphone without a tablet is the most widely used combination of connected devices. This combination has reached a larger share of online adults in the US, Germany, and China than in 2018. Older adults have played a large part in sustaining home computer penetration even while more in this group are using smartphones.
This MetaFAQs reports on the percentage of adults using a smartphone, home computer, and not a tablet split by country and age group. Results are based on surveys with 66,955 respondents. Report [TUP_doc_2024_0306_comt] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets
Americans continue trend with more smartphone than computer hours
There is a certain stability among Americans, at least when it comes to the many hours they use connected devices. Since 2019, Americans used a collection of connected devices – computers, smartphones, and tablets – for more than 10 billion weekly hours. This number has remained largely steady in total, although it has shifted between the types of devices Americans use. Computers have continued to decline in use as Americans increasingly turn to smartphones.
This MetaFAQs reports on the millions of weekly hours Americans use smartphones, computers, and tablets, as well as the mean hours they use these devices. Report [TUP_doc_2024_0304_hout] in TUP Lenses: Devices, Mobile Phones, PCs, Tablets
Computer penetration rates drop, but less so among older adults in many countries
Computer usage has declined among adults across many countries as an increasing number rely on their smartphones for activities from shopping to checking email. To the extent active computer penetration rates have been sustained, they have been supported mostly by older adults in Germany, Japan, and the US. In the UK and China, the age gap is less pronounced.
This MetaFAQs reports on the percentage of online adults who actively use a home computer, employer-provided computer, or any other computer such as one owned by a cybercafé, school, or library. The results are split by country and age category. Report [TUP_doc_2024_0228_agpt] in TUP Lenses: Devices; PCs; User Profile
Work done with a home computer declines across countries and generations
A large portion of online adults use a home computer to get work done. Currently, more than a fourth of online adults regularly do so across all countries surveyed. Home computer use for work-related activities reached its peak with the onset of the pandemic. Now, current rates among all generations are lower than in 2019.
This MetaFAQs reports on the percentage of online adults who regularly use a home-owned computer for work-related activities split by country and age generation. Report [TUP_doc_2024_0221_yhwt] in TUP Lenses: User Profile; Households; Activities; Work/Life Balance; PCs
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
Most device hours are among younger workers
Worldwide, the most active users of connected devices are younger workers. The hours people use devices like smartphones, computers, and tablets ranks second among either younger adults not employed outside of the home or older adults who are employed, varying by country.
This MetaFAQs reports on the mean weekly hours that adults use connected devices by employment status and age group by country. Report [TUP_doc_2024_0215_ybus] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Work/Life Balance
Work PCs still trail home PCs even as home PC usage drops
Many more workers use a home PC than a work PC, although the trend in some countries is that some medium-sized and larger employers are providing computers. Even as home PC usage continues its decline, employed home computer users still far outnumber work PC employees.
This MetaFAQs reports on the percentage of US, German, UK, Japanese, and Chinese workers who use a home PC and an employer PC, split by employer size. Report [TUP_doc_2024_0214_hwpt] in TUP Lenses: PCs; Work/Life Balance; User Profile