From 2014 to 2022, there’s been a noticeable shift in device usage among online Americans. Although overall computer usage declined from 89% to 70%, the usage of notebook computers remained steady. While desktop computer usage dropped from 74% to 45%, smartphone usage rose from 64% to 87%, signifying a consistent demand for mobile solutions. Interestingly, despite the surge in smartphone usage, notebook computers maintain their active presence. Generational changes in notebook usage also occurred, with boomers increasing their usage before and tapering after the pandemic, while the Silent + Greatest Generation raised their usage from 28% in 2014 to almost 40% before the pandemic, gently reducing it to 35% in 2022. Millennials maintained the highest usage rates nearly every year.
On a global scale, Apple has the largest share in the active home notebook base, followed by HP and Lenovo. In the U.S., Apple again leads the pack with the highest share. The average age of home notebook users skews slightly older than the average online adult, with Japan hosting the oldest users. Gen Z adults show the lowest usage rate across the U.S., Germany, U.K., and Japan, with most home notebook users falling into the millennial, Gen X, or boomers/Silent generations. Regarding brand and age, Apple has the youngest users globally, while HP has the oldest. Moreover, brands have no significant effect on home notebook activities, with the top three activities being identical across all major brands.
This TUPdate looks at the penetration levels of notebooks/laptops from 2014 to 2022 as well as smartphones and other computer form factors. It profiles users of home notebook/laptop users by their demographics, purchase recency, and activities.
Fun is a major pastime for most, but not all, American adults using connected devices. Whether they use a game console, gaming PC, regular computer, tablet, or mobile phone, most Americans regularly play immersive or other games.
This TUPdate briefly profiles Americans who regularly play immersive/video or other games, detailing their age, gender, employment status, presence of children, life stage, and use of game-specific devices such as a VR headset.
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.
Since 2018 and through the pandemic, fewer online Americans have been using computers, game consoles, feature phones, and tablets. Smartphones, already near saturation levels, have continued to increase market penetration.
Is the smartphone headed towards being the last device standing, or is there some other device combination that is more widely used?
This TUPdate looks at the market penetration of key devices – computers, smartphones, feature phones, game consoles, and tablets – among American adults. Beyond their overall penetration rates, this analysis dives deeper into identifying the device combinations used by three of four American adults, and profiling who uses them.
Older Americans have discovered laptops as they increasingly see the appeal of mobile computing. Americans working from home had a momentary surge in laptop usage while working at home.
Market penetration rates have dropped to pre-pandemic levels or below. Historically disadvantaged groups have had the sharpest decline in active laptop use.
This TUPdate looks at the profile of American adults who currently use a notebook/laptop along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
A surging group of older Americans has adopted smartphones, driving up the average age of smartphone users. Market growth took place among upper and lower socioeconomic groups, balancing many past inequities. While the younger Gen Z generation is often envisioned as exclusively using newer technology, economic realities have contributed to the temporary decline in smartphone use.
This TUPdate looks at the profile of American adults who currently use a smartphone along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
Fewer Americans are using a printer, although the distribution is not even. Most groups of traditionally advantaged Americans continue to have the highest active penetration rates, while usage among the traditionally disadvantaged has faded.
This MetaFAQs profiles American online adults using a printer by their employment status and age group, life stage, age group, and generational age group.
Windows laptop/notebook computers have declined in use during the pandemic, especially among traditionally disadvantaged groups of Americans. No traditionally disadvantaged groups have higher market penetration rates than those historically advantaged. Employment status is a major factor associated with Windows laptop usage, less so than age.
This TUPdate looks at the profile of American adults who currently use a Windows laptop/notebook along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
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.
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.