Employment status – MetaFacts TUP Client Portal

January 27, 2025February 18, 2025

Dell’s moribund home computer base

Background:

Home computers are not being used by the same people or in the same way as they were a few years ago. Economic shifts exacerbated by the pandemic, digital transformation, and smartphones’ ubiquity have challenged the traditional order. While the installed base of home computers continues to be dominated by a few manufacturers, including Dell, each brand’s users have a different profile than before.

Approach:

This one-time TUP data cut profiles active home computer users: both those who use Dell home computers and those who use non-Dell home computers. Starting with those who intend to refresh their PCs within specific time frames, we profile the age of PCs in active use, many other demographics, and usage levels in hours and activities. Additionally, we profile home computer users’ attitudes about AI and their use of AI tools for specific computer activities. MetaFacts further identifies the activities conducted most often, including remote work status.

These results are based on the MetaFacts TUP/Technology User Profile 2024 datasets. Of these, 7,689 respondents represent online adults in the US, Germany, the UK, and Japan who actively use a home 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.

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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.

January 22, 2025February 18, 2025

Lenovo’s leading edge – in home computing

Background:

Lenovo continues to steward the well-established IBM ThinkPad brand of mobile computers, extending its reach into both commercial and consumer markets. However, the market for home notebooks/laptops has faced headwinds in recent years as consumers continue migrating their personal activities to smartphones. Also, since many employees, especially information workers, continue working remotely, many employers have supplied them with work notebooks. This has contributed to the decline of overall active home notebook use and caused challenges for Lenovo.

Approach:

This one-time TUP data cut profiles active home computer users by those using Lenovo versus users of any other home computer brand. Including users’ intentions to refresh their PCs within specific time frames, we profile the age of PCs 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 Lenovo and non-Lenovo home computer users.

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.

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January 7, 2025May 9, 2025

Windows 10 PC users up for grabs

Background:

Microsoft Windows 10 has marked the end of an era in many ways. As fewer online adults actively use computers, Microsoft and its OEM partners have felt increasing pressure to encourage users to use PCs again.

Most Windows 10 users already use other devices to complete their online activities, from smartphones and tablets to a Windows 11 PC or Apple Macintosh.

Microsoft has publicized an October 2025 end-of-support date, after which it will not support users of Windows 10 and earlier versions as it did in the past. However, the large and slow-moving active installed base makes it unlikely that all users will have fully migrated to Windows 11 by then. Instead, many users are likely to migrate elsewhere – to Apple Macintosh computers, smartphones, tablets, or Chromebooks. Current Windows 10 users include those who have already migrated their activities to smartphones, those who are economically constrained, and those not predisposed to buying a new PC.

While most PC makers have joined Microsoft and others in touting AI and crafting AI-enhanced computers, early indications show a mixed reception.

Approach:

This one-time TUP data cut profiles the current users of Windows 10 and earlier Windows versions along several dimensions. Starting with intentions to refresh their PCs within specific time frames, we profile the age of PCs in active use, the brand share of the installed base, and usage levels in hours and activities. MetaFacts further identifies the activities done more often with PCs than smartphones and vice versa, including remote work, writing/presentations, entertainment, programming/coding, and printing.

These results are based on the MetaFacts TUP/Technology User Profile 2024 datasets, with 13,561 respondents representing online adults in the US, Germany, the UK, Japan, and China. Additional trends from 2022 through 2024 are included based on data from 36,105 respondents in the US, Germany, the UK, and Japan reporting on the penetration rates and active market size of Windows 11 PCs, Windows 10 or earlier PCs, Apple Mac computers, and Chromebooks.

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

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January 6, 2025February 18, 2025

Home mobile computing in the balance, as users choose

Background:

Mobile computing has extended the lifetime of computer use, especially home computer use, over the last half decade. However, users are increasingly turning to their smartphones as their primary mobile device, using them for activities formerly done with home notebooks/laptops. During this same time, the pandemic and subsequent remote work bolstered home notebook/laptop purchases. Home notebook/laptop acquisition trends benefitted because many employers were reticent to provide mobile computers to employees.

The usage of home notebooks/laptops has not been evenly distributed, with brands focusing on different market segments or use cases. More recently, the push toward AI-enhanced computers has met with mixed results. The next three years will be pivotal and depend substantially on consumers’ choices for their home technology.

Approach:

This one-time TUP data cut profiles active home notebook/laptop users by brand and other dimensions. Starting with intentions to refresh their PCs within specific time frames, we profile the age of PCs in active use, the brand share of the installed base, and usage levels in hours and activities. MetaFacts further identifies the activities done most often, including remote work status.

These results are based on the MetaFacts TUP/Technology User Profile 2024 datasets, with 13,561 respondents representing online adults in the US, Germany, the UK, Japan, and China. Additional trends from 2018 through 2024 are included based on data from 84,608 respondents in the US, Germany, the UK, and Japan reporting on the penetration rates and active market size of home notebooks/laptops.

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

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November 13, 2024December 5, 2024

Profile of American wireless item tracker users

Background: Wireless item trackers such as Apple AirTags or from Tile have reached beyond double-digit market penetration. For technology market leader Apple, the devices hold the promise of extending the depth of user engagement with and reliance on the Apple ecosystem. Location sharing is a double-edged sword, since it increases the risk of a privacy breach while simultaneously offering enhanced convenience.
Approach: This MetaFAQs is based on the responses of 7,537 online adults from the MetaFacts TUP/Technology User Profile 2024 wave. It reports the percentage of online adults using an item tracking device such as an Apple AirTag or Tile. Respondents are profiled by age, gender, generational life phase, detailed employment status, presence of children, household size, use of Apple, Windows, and Android devices, and plans to acquire a wireless item tracker in the next 12 months.

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March 24, 2024May 9, 2025

US persists in having fewer employed online adults

The workforce has shifted strongly following the onset of the pandemic, affected by remote working, seesawing employer and national responses, and economic reverberations. In the US, there has been a persistent and noticeable shift from full-time or part-time employment to self-employed or gig working. Among the countries surveyed, Germany has the smallest share of online adults in the labor force.

This MetaFAQs reports on the percentage of online adults employed (full-time or part-time) and those in the labor force (employed, self-employed, or currently unemployed). The data from 2017 through 2023 is split by country: US, Germany, UK, and Japan. Report [TUP_doc_2024_0324_empt] in TUP Lenses: User Profile; Households

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March 14, 2024June 11, 2024

Online workforces continue to decline

The 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

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March 6, 2024September 25, 2024

Profile of Americans who sell things online

Nearly a fourth of online Americans regularly sell things online, making it widespread enough to be of interest, yet rare enough not to be mainstream. The type of people selling things online tend to be younger, from later generations, and gainfully employed.

This MetaFAQs reports on the percentage of online Americans who regularly sell things online split by sociodemographic characteristics: employment status, presence of children, age group, generation, gender, and generational life phase. Report [TUP_doc_2024_0306_sell] in TUP Lenses: Activities; User Profile

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February 19, 2024February 29, 2024

US trails in employed online users

Globally, four in ten to six in ten online adults are working full-time or part-time. The use of online devices has broadened well beyond employed persons to include adults with a wide variety of employment statuses: retired, students, self-employed, unemployed, or otherwise not employed outside of the home. Among the countries surveyed, the US has the lowest share of online adults employed full-time or part-time.
This MetaFAQs reports on the percentage of online adults employed full-time or part-time. Report [TUP_doc_2024_0219_empl] in TUP Lenses: User Profile; Households

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February 15, 2024February 29, 2024

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

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