Apple’s better customers, actively using two or more smartphones, tablets, or computers, are decidedly younger than the online population. This youthful skew is seen in every country surveyed.
Germany stands out for its more extreme bias towards younger adults. The long-entrenched Google Android smartphone majority has proven difficult for Apple to penetrate. Germans aged 18 to 24 appear to be challenging the status quo.
This MetaFAQs reports on the percentage of online adults in the US, UK, Germany, Japan, and China who are actively using two or more Apple OS devices (an Apple iPhone (iOS), an Apple iPad (iPadOS), or an Apple Mac (MacOS). Report [TUP_doc_2024_0127_2apl] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Technology Ecosystems
Young Americans fully embrace MacBooks for the first time
Apple Mac laptops reach parity among Windows PCs among young Americans – Apple’s MacBooks have been squarley marketed towards younger adults for many years. Only in 2023 can it be said that Apple caught up to Windows, with Apple’s share of active users aged 18 to 24 having basically the same share as Microsoft’s. Apple’s growth has been taking place slowly and steadily since 2017.
This MetaFAQ reports on the percentage of adult notebook/laptop users using either an Apple or Windows notebook/laptop, detailed by age group and country. Report [TUP_doc_2024_0101_182t] in TUP Lenses: Devices; PCs; User Profile; Technology Ecosystems
Apple’s uneven global reach among youth
Apple has a history of marketing towards younger people or those aspiring to have a more youthful image. That has borne fruit, as demonstrated by the higher penetration rates of Apple products and services. Apple’s line of Macintosh computers acquired with personal funds for home use has higher penetration rates among younger adults than among older ones. However, this pattern is not true across all countries surveyed.
This MetaFAQs reports on the percentage of online adults using an Apple home computer within age groups in the US, UK, Germany, Japan, and China. Report [TUP_doc_2023_1227_yapl] in TUP Lenses: PCs; User Profile; Technology Ecosystems
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
Nearly three of four Gen Z Americans use at least one Apple device
Apple has expanded into the two latest generations of online adults around the world. In every country surveyed, more than half of online adults are regularly using at least one major Apple product: an iPhone, an iPad, or a Mac. Among the earlier generations with millennials and Boomer/Silent adults, global penetration is 40%, and in the US it nears 50%.
This MetaFAQs reports on the percentage of online adults by age generation and country who are using one or more Apple devices – a smartphone, tablet, or computer. It also details how many Apple devices each age generation is using. Report [TUP_doc_2023_1207_appl] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Technology Ecosystems
Apple Mac laptops reach parity with Windows PCs among young Americans
Apple Mac laptops reach parity among Windows PCs among young Americans – For years, Microsoft Windows has led the PC market. Meanwhile, Apple’s MacOS has become particularly popular among US adults aged 18 to 24. Currently, in this age group, the usage of Windows and MacOS is nearly identical. It’s worth noting that this trend is specific to young Americans and doesn’t extend to adults in the UK, Germany, Japan, or China.
This MetaFAQs reports on the operating system family of the notebook/laptop actively used by online adults in the US, Germany, UK, Japan, and China. Report [TUP_doc_2023_1019_1824] in TUP Lenses: Devices; PCs; User Profile; Technology Ecosystems
Long-term home notebook/laptop trends and current user profile
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.
Apple notebook usage by socioeconomic groups
Apple notebook/laptop computers grew in usage during the pandemic, only to shrink to pre-pandemic levels. The shape and composition of the active Apple notebook computer user base maintained relative strength among historically advantaged Americans and much less so among the traditionally disadvantaged. The skew toward younger Americans using Apple notebooks has flattened as older Americans increase their usage.
This TUPdate looks at the profile of American adults who currently use a personally owned Apple notebook computer along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
Home notebook/laptop computer usage & plans by socioeconomic groups
Home notebooks became a darling of the pandemic as many Americans began working at home. After a surge, market penetration rates have dropped to pre-pandemic levels or below.
Historically disadvantaged groups have had the furthest retreat from regular home notebook use.
Looking ahead, the strongest purchase intentions are among older Adults – Millennials and Gen X. Fewer Gen Z adults are embracing computers, whether fixed or mobile, and Boomers are sticking with the ones they already have.
This TUPdate looks at the profile of American adults who currently use or intend to use a personally owned home notebook/laptop along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.
The abundance of technology among workers working from home
The majority of workers working from home have a range of connected devices available to use for work-related activities, although not all are employer-provided devices. The collection of devices among workers working from home is larger and more varied than those being used by workers not working from home.
This MetaFAQs details those key technology devices that are used more often by American and global (US, Germany, UK, Japan, China) workers working from home than those not working from home.