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October 10, 2024November 1, 2024

Sustained interest in smartwatches, although generations differ

Background:

Wearables have extended the literal attachment many consumers maintain to their respective ecosystems. Smartwatches are more than a fashion accessory; they can act as a visible sign of one’s brand choice, much like white headphones or blue text messages. Watching the forward interest in watches is one key indicator of Apple’s future and that of its rivals.

Approach:

This MetaFAQs is based on the responses of 54,619 respondents over four years from the MetaFacts TUP/Technology User Profile 2021 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports the percentage of online adults planning to purchase wearables in the next twelve months, specifically an Apple Watch, an Android Smartwatch, some other smartwatch, or a fitness tracker. This is further split by generations for global and US views. These results are drawn from the standard published TUP tables named 810 PLANSxAGEGEN.

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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.

October 9, 2024November 1, 2024

An Apple or Android future – the generations speak

Background:

As the smartphone market approaches saturation and ubiquity, the competition between ecosystems has become the most closely scrutinized. Will future smartphone consumers choose an Apple iPhone or an Android smartphone? Is Gen X more interested in iPhones, or are they going with Android?

Approach:

This MetaFAQs is based on the responses of 54,619 respondents over four years from the MetaFacts TUP/Technology User Profile 2021 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports on the percentage of online adults in three mutually exclusive groups: Those who are planning to purchase an iPhone and not an Android smartphone, those planning to purchase an Android and not an iPhone, and those on the fence – planning to buy either. This is further split by generations for and with a global and US view. These results are drawn from the standard published TUP tables named 810 PLANSxAGEGEN.

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July 23, 2024November 1, 2024

The shock undermining monoculture or ecosystem dominance

The recent cybersecurity event involving Microsoft and Crowdstrike garnered much attention. It also renewed concern among consumers who may worry their Windows devices will be next to fail.

This TUPdate double-clicks on the devices people use in addition to a single computer, smartphone, or tablet. It splits out the share of online adults around the world (in the US, Germany, UK, Japan, and China) who use a computer, Windows 11 PC, Windows 10 or earlier PC, or Apple computer by the percentage of those who use other devices such as iPhones or Android tablets. It splits out the share of smartphone, iPhone, and Android smartphone users who use computers with Windows 11, 10, or earlier versions, Apple computers, iPads, or Android tablets. It also reports the multi-year shift in how many devices people use regularly. Report [TUP_doc_2024_0723_mono] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; Technology Ecosystems

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March 7, 2024June 11, 2024

Apple’s consistently youthful multi-product customers

Across the US, UK, and China, adults actively use an average of 0.9 Apple OS devices (iPhones, iPads, or Macs). Users in the US consistently lead in the number of Apple devices in use, while the UK has shown the highest recent increase. Germany’s average is lower but has risen since 2017. Younger adults have more Apple devices on average, and successively older adults use fewer. Notably, German adults aged 18 to 24 have the highest mean number of devices, a sharp increase since 2021.

This MetaFAQs reports on the percentage of adults with two or more Apple OS devices from 2017 to 2023, revealing market penetration trends. The statistics are split by country and age group. Report [TUP_doc_2024_0307_2apt] in TUP Lenses: Devices; PCs; Mobile Phones; Tablets; User Profile; Technology Ecosystems

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February 23, 2024May 31, 2024

The widening generational divide in Apple computer usage

If Apple hasn’t earned Boomers’ attention, despite decades of marketing and use among a strong if small core, then Apple can claim a generational victory at least among Gen Z. Over the last five years, Generation Z adults have had the highest penetration rate for Apple’s computers among every country surveyed. Furthermore, Apple’s Gen Z share has grown among Americans, Japanese, Chinese, and especially strongly among Germans. To be fair, Apple has seen gains among some other generations and countries, although these are modest compared to Gen Z’s acceptance rates.

This MetaFAQs reports on the percentage of computer users using an Apple computer split by generation and country. Report [TUP_doc_2024_0223_ymat] in TUP Lenses: PCs; User Profile; Technology Ecosystems

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February 13, 2024April 24, 2024

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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February 2, 2024May 20, 2024

Three-fourths of American Gen Z adults use an Apple device, up from two-thirds, while the UK has the reverse trend

Anchoring Apple’s market strength is its technology ecosystem, primarily when more than one Apple device is used with another. One of the most basic market metrics of Apple’s progress is whether an adult is using at least one Apple OS device – an iPhone, an iPad, or a Mac.

This MetaFAQs reports on the percentage of online adults actively using at least one Apple OS device, split by country and age generation. Report [TUP_doc_2024_0202_appt] in TUP Lenses: User Profile; Technology Ecosystems; Devices; Mobile Phones; Tablets; PCs

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January 27, 2024December 5, 2023

Apple’s younger multi-product customers

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

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January 9, 2024December 5, 2023

The generational divide in Apple computer usage

Apple’s marketing has long emphasized a youthful image with high design standards, factors that have most strongly appealed to younger adults. At the same time, older generations often rely on the brands and products that they are familiar with, and in the specific case of computers, this includes a higher share of Windows computers. Gen Z, in particular, has a higher share of devices that connect through social media, and they often identify themselves as being different from other generations. These and other factors make Apple computers more popular among younger adults.
This MetaFAQs reports on the percentage of online adults in the US, UK, Germany, Japan, and China who use an Apple computer, split by age generation. Report [TUP_doc_2024_0109_ymac] in TUP Lenses: PCs; User Profile; Technology Ecosystems

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January 8, 2024January 31, 2024

Early generations cling to Android tablets

The tablet market has been dominated by Apple’s iPads and a hodgepodge of Google Android tablets. There is a strong positive association between a user’s smartphone operating system and that of their tablets. Google Android tablets have their strongest share among German adults, especially those in earlier generations. Gen Z adults seem to have little appetite for Google Android tablets, even within Germany.

This MetaFAQ reports on the percentage of adult tablet users using a Google Android tablet, split by country and age generation. Report [TUP_doc_2024_0108_andt] in TUP Lenses: Tablets

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