Parents – MetaFacts TUP Client Portal

November 13, 2024December 5, 2024

Profile of American wireless item tracker users

Background: Wireless item trackers such as Apple AirTags or from Tile have reached beyond double-digit market penetration. For technology market leader Apple, the devices hold the promise of extending the depth of user engagement with and reliance on the Apple ecosystem. Location sharing is a double-edged sword, since it increases the risk of a privacy breach while simultaneously offering enhanced convenience.
Approach: This MetaFAQs is based on the responses of 7,537 online adults from the MetaFacts TUP/Technology User Profile 2024 wave. It reports the percentage of online adults using an item tracking device such as an Apple AirTag or Tile. Respondents are profiled by age, gender, generational life phase, detailed employment status, presence of children, household size, use of Apple, Windows, and Android devices, and plans to acquire a wireless item tracker in the next 12 months.

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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 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 22, 2024November 6, 2024

The connection between AI-assisted activities and home printing

Background:

Home printers have been declining in market penetration and usage for years. Before the pandemic, adults worldwide relied less on home computers or home printers and more on smartphones, tablets, or, for some of the employed, work computers and work printers. With the onset of the pandemic, many employees, students, and parents turned to home printers to get their work or schooling done. Recent widespread attention to AI holds the promise of a home printing resurgence as early adopters tap into their creativity or learning using AI tools, potentially sparking renewed interest in printing their creations.

Approach:

MetaFacts surveyed 12,032 online adults in the US, Germany, UK, and Japan as part of its annual TUP/Technology User Profile 2024 study. Within the survey, along with detailing the home printers respondents regularly use, we have them report about their printing activities. They also detail the activities they regularly do with their connected devices and those they do with assistance from an AI tool. Additionally, we assess their attitudes about AI’s ability to help them be more creative or productive.

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February 17, 2024February 29, 2024

Tech use grows with household size

Adults in larger households worldwide use more devices than those in smaller households, a trend that has been established for years. Even as people are using fewer devices, those with more people in their households continue to use more devices than the adults in smaller households. One key factor influencing a higher usage profile is the presence of children, especially school-aged kids. Also, many smaller households are composed of older adults or those not employed outside of the household. All of these are contributing factors towards the greater use of technology devices and services.

This MetaFAQs reports on the average (mean) number of devices actively used (phones, computers, tablets) by adults by household size and country. Report [TUP_doc_2024_0217_many] in TUP Lenses: User Profile; Households

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December 22, 2023January 18, 2024

American and German household size associated with device newness

Americans and Germans in larger households tend to have newer devices than those in smaller households, a trend that has been forming since 2019. For example, the average age of an American adult’s primary device in households with four or more people is 1.7 years, a full year newer than the age in 2018. Similarly, among adults in larger households in Germany, the current device age is 1.9 years versus three years in 2018. There’s less difference in the UK, Japan, and China.

This MetaFAQ reports on the average (mean) age of the primary device in active use – smartphone, feature phone, computer, tablet, or game console. The averages are split by country and household size. Report [TUP_doc_2023_1222_famt] in TUP Lenses: Devices; User Profile; Households

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October 3, 2023October 17, 2023

American and German household size associated with device newness

Americans and Germans who live alone or with just one other person tend to have older devices compared to those in bigger households. For instance, 41% of Americans in households with four or more people got their main device in the last year. This is more than the 28% of Americans in smaller households of one or two people. This trend also holds true in Germany. But in the UK, Japan, and China, there’s less of a difference.

One factor behind this is that larger households often have kids. Having children in the household is linked to using technology more actively and being more open to new tech products and services. This MetaFAQs is based on TUP 2023 results.

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May 25, 2023August 31, 2023

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.

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March 30, 2023June 27, 2023

Brief profile of Americans regularly playing games using connected devices

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.

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December 6, 2022February 5, 2024

The only set of connected devices Americans use

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.

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November 3, 2022November 13, 2023

Home computer usage & plans by socioeconomic groups

Fewer Americans actively use a home computer than in 2018 before the pandemic. With each passing year, Americans in nearly every sociodemographic group have reduced their active use of a home computer. Purchase intentions, however, have foretold of a potential market composition shift with a resurgence of interest among some of the groups with the lowest usage rates.

This TUPdate looks at the profile of American adults who currently use a personally owned home computer along several lines: the socioeconomic group they are part of, their life stage, employment status, and age.

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