Gen AI – MetaFacts TUP Client Portal

February 4, 2025May 9, 2025

Aging ASUS work computers due for a refresh

Background:

ASUS made its name on well-crafted yet lower-priced computers. This continues its appeal to budget-conscious employers. In the mad dash to support remote workers with adequate technology, at least among those employers who deigned to do so, a higher-than-average share turned to brands such as ASUS. With Microsoft Windows 10 support expiring, many of the ASUS computers in the installed base will need refreshing soon. However, with the prospect of higher costs spurred by challenges brought on by US tariffs, 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. This makes the ASUS base worthy of consideration since many will be due for replacements.

Approach:

This one-time TUP data cut profiles active employed computer users by those using ASUS 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 ASUS and non-ASUS 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.

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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.

February 3, 2025March 25, 2025

Lenovo work computer users-a stable if unexcited group

Background:

Lenovo continues to champion the well-established ThinkPad brand of mobile computers, maintaining its reach into both commercial and consumer markets.

Many employees, especially information workers, continue working remotely, and a robust share of employers have supported them with work notebooks.

And, Lenovo has managed to attract a unique set of users and employers.

However, as Lenovo and its competitors seek to advance their offerings and delight employees – and the decision-makers who choose which computer brands and models to outfit employees with – they face the challenge that comes with a less-involved workforce.

Approach:

This one-time TUP data cut profiles active employed computer users by those using Lenovo 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 Lenovo and non-Lenovo work 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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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.

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 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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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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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.

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September 24, 2024November 1, 2024

AI’s adoption easier path among American Apple and ASUS work computer users

AI (artificial intelligence, primarily generative AI tools) has received substantial market attention. Employees are strongly affected, mainly because many AI tools are marketed for productivity and work-related use cases. However, measuring the impact of the media and investor attention is essential to determine the level of interest, receptivity, and caution. There has been enough widespread awareness to measure employee sentiment. Furthermore, commercial computer makers have much of their future contingent upon how well their solutions are put into active use by employees and valued by their employers. Suitability of today’s AI tools aligns better with some occupations more so than others.
Approach: This TUPdate is based on the surveys of 1,404 respondents in the US in August 2024 as part of the MetaFacts TUP/Technology User Profile survey. Relevant to this TUPdate, we asked respondents to report their strong agreement to strong disagreement with a series of statements about AI on a five-point scale. The survey further gathered demographics, such as employee role.
Current TUP/Technology User Profile service subscribers can find these results on their client portal.

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September 24, 2024November 14, 2024

Home printer market growth quadrants & long-term trends

Background:

The use of home printers has declined as a growing share of technology users increasingly transform their images, documents and interactions to digital. Furthermore, users have migrated many activities away from home computers. This TUPdate identifies the areas with the highest potential for growth and near-term acquisition of home printers.

Approach:

This research measures the active market penetration rates among global and American adults. Results are based on a survey of 13,561 online adults in the US, Germany, UK, Japan, and China, drawn and weighted to be representative of the online population. From this dataset, MetaFacts screened and profiled 6,609 respondents who are using a home printer or plan to acquire one within the next 12 months. This analysis reports on the market based on user’s current and planned use of a home printer in four quadrants: growth, replacement, holding, and uninvolved. MetaFacts also tapped into its surveys of 109,946 respondents from 2017 through 2024 to detail trends in active home printer and home computer usage. This analysis uses data on home printer brand, home printing activities, current and expected remote work status, employment status, respondent age, and home printer age.

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