Apple deepens its loyalty in Germany and the UK

One hallmark of Apple’s success with its technology ecosystems is the breadth of Apple products that customers use. Using the most straightforward measure of market penetration—those adults who use at least one Apple product—Apple shows stable market penetration globally and in the US, the UK, Germany, and Japan. Looking one level deeper, the share of customers using two or more Apple OS devices shows a similar pattern, a positive sign for Apple. User penetration trends in China are less optimistic.

This MetaFAQs reports on the percentage of online adults using one or more Apple OS devices—an iPhone, iPad, or MAC—and those using two or more Apple OS devices. The data is split by country. Report [TUP_doc_2024_0213_aplt] in TUP Lenses: Technology Ecosystems; PCs; Mobile Phones; Tablets

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Apple edge: loyal customers

Apple has attracted a substantial base of loyal and highly involved customers. One measure of any company’s most loyal customers is those with many devices within a given ecosystem. In Apple’s case, as with Microsoft Windows, or Google’s Android or ChromeOS, this measure is based on the number of Apple products they actively use, such as an iPhone, iPad, or Mac. Apple’s technology ecosystem is one of Apple’s key differentiators, which promises to provide extra benefits to users of more than one Apple product. Potential benefits include smoother interoperability and a more consistent user experience. However, some market segments have limited control over the types of devices they use or they are using fewer devices in a quest for simplicity or economy.
This MetaFAQs reports on the number of online adults across five countries using two or more Apple devices: iPhone, iPad, or Mac. Report [TUP_doc_2023_1221_apl2] in TUP Lenses: Technology Ecosystems

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Smartwatch valleys and peaks

Smartwatches are an important product category in their own right and also a barometer for a complete picture of the active breadth of technology ecosystems. Smartwatches, primarily from Apple or using the Android environment, form a sizable market share, in active use by one-ninth to one-fourth of online adults in the US, Germany, the UK, and Japan. Gen Z and millennial adults are leading their use. The Boomer/Silent generations have a small but quickly growing share. Looking ahead, purchase plans are not substantial, although they describe a reasonable replacement market.
This MetaFAQs reports on the market penetration of smartwatches, split by generational age group, Apple and Android, and country. Report [TUP_doc_2023_1218_wret] in TUP Lenses: Consumer Electronics; Technology Ecosystems; Wearables, Hearables, Listening, and Speaking

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Peak smartwatch? Time for a strategy shift

Smartwatches have quickly gained popularity, gracing the wrists of millions. These devices offer more than just timekeeping and fitness monitoring; they’ve evolved into personal assistants. Users value their multi-functionality, utilizing them for calendars, health metrics, reminders, and more. In addition, they’ve become a symbol of modern luxury. However, the latest wave of TUP confirms that the smartwatch market penetration seems to have reached a peak or plateau. Now, it’s largely about replacing older models rather than attracting first-time users. Therefore, manufacturers need to adapt their strategies, focusing less on expanding their user base and more on meeting the needs of existing customers.

These TUP tables report on the number and percentage of online adults regularly using a smartwatch such as an Apple Watch. They also include the number who are planning to purchase one within the coming 12 months.

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Microsoft CoPilot – generative AI as an enterprise Office 365 service for creatives

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.

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Active game-players by platforms

Game consoles get most of the attention in the gaming market. Many more online adults actively play immersive or other games using their connected devices – smartphones, tablets, or computers – than use game consoles. Outside of the US, Windows PCs outnumber smartphones as the game-playing platform of choice, especially in Germany and Japan. This TUP analysis reports the number of online adults actively playing immersive or other games by platform type and country.

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Windows and Apple computers decline in use while iPhone and Androids battle

Online adults around the world have continued to use fewer devices than in the past. Computers have been declining in use both in numbers and overall market penetration. Windows PCs have continued their trend of being used by fewer adults, as smartphones grow in their breadth of usage. This MetaFAQs reports on the percentage of online adults using Windows PCs, Apple Macs, Apple iPhones, Android smartphones, Apple iPads, Android tablets, and Windows tablets.

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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.