Sociodemographics – MetaFacts TUP Client Portal

January 25, 2025March 13, 2025

iPhone user base – broader and still somehow different

Background:

Apple is well known for being marketers, more so than simply being device makers. Their focus has helped them attract and retain a unique set of customers, historically earlier adopters and those of upper-socioeconomic standing. However, as Apple has continued to broaden its market to sustain growth, the “different” qualities of its active customer may diminish, causing their customer base to become less different than the average consumer.

Approach:

This one-time TUP data cut profiles smartphone users by those using an Apple iPhone versus users of any other smartphone. We provide a comprehensive demographic profile of current iPhone users’ 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 iPhone and non-Apple smartphone users.

The TUP data cut features a set of standardized cross-tabulations from TUP/Technology User Profile 2024 in Excel format. The results are drawn from 10,844 smartphone users across the US, Germany, the UK, and Japan. 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.

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.

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 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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December 29, 2024January 31, 2025

Gen Z gets the used/refurbished work PCs

Background:

Economic pressures on employers have encouraged many to carefully manage the computers they provide to employees. This includes some employees being provided used or refurbished computers.

Approach:

MetaFacts surveyed 81,608 online adults in the US, Germany, UK, and Japan from 2018 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the multiple devices that respondents regularly use – smartphones, computers, tablets, and game consoles – we have them report on whether the employer-provided computers they use were obtained new or used/refurbished.

This MetaFAQs reports on the percentage of adults who actively use a used or refurbished work computer and details the trend from 2018 to 2024 by country and age generation.

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December 19, 2024December 30, 2024

Which generations and countries actively use used or refurbished smartphones at the highest rates?

Background: Despite a continuous stream of new smartphones, used and refurbished smartphones continue to be actively used. With continued economic pressures in many countries, smartphone users, like users of other technology products, have sought to find ways to extend their technology spending.

Approach: MetaFacts surveyed 81,608 online adults in the US, Germany, UK, and Japan from 2018 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the multiple devices that respondents regularly use – smartphones, computers, tablets, and game consoles – we have them report on whether the smartphone they actively use was acquired new or used/refurbished.

This MetaFAQs reports on the percentage of smartphone users who use a used or refurbished smartphone and details the trend from 2019 to 2024 by country and age generation.

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March 24, 2024May 9, 2025

US persists in having fewer employed online adults

The workforce has shifted strongly following the onset of the pandemic, affected by remote working, seesawing employer and national responses, and economic reverberations. In the US, there has been a persistent and noticeable shift from full-time or part-time employment to self-employed or gig working. Among the countries surveyed, Germany has the smallest share of online adults in the labor force.

This MetaFAQs reports on the percentage of online adults employed (full-time or part-time) and those in the labor force (employed, self-employed, or currently unemployed). The data from 2017 through 2023 is split by country: US, Germany, UK, and Japan. Report [TUP_doc_2024_0324_empt] in TUP Lenses: User Profile; Households

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March 12, 2024May 13, 2024

Growing use of refurbished tech varies by country and age generation

The active use of used or refurbished technology is a growing practice among most countries surveyed. However, there are generational trends that differ from one country to another. In the US, later generations (Gen Z) have higher rates of using used or refurbished home computers or smartphones. In contrast, in the UK and Japan, different age generations have higher usage rates of used or refurbished home computers or smartphones.

This MetaFAQs reports on the percentage of smartphone users who use a used or refurbished smartphone, the percentage of home computer users who use a used or refurbished computer, and details the trend from 2019 to 2023 by country and age generation. Report [TUP_doc_2024_0312_reft] in TUP Lenses: Devices; PCs; Mobile Phones; User Profile; Game Consoles, Gaming PCs, and Game-Playing

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March 11, 2024October 17, 2024

Remote work continues to pay off for American employees

Working remotely has continued to be widespread among Americans, benefiting many employees and employers alike. As one factor, employees who work remotely are associated with higher-income households than those who never work remotely. A third of remote workers are in households earning $100,000 or more versus 22% of those who never work remotely. While the income gap was wider in 2021, the difference is still substantial in 2023. This is not to say that there is a causal effect because many other factors are involved in who does and does not work remotely, such as occupation, industry, employer policy, employee choice, and location.

This MetaFAQs reports on the household income distribution of American employees by comparing those who work remotely with those who never work remotely. Report [TUP_doc_2024_0311_afft] in TUP Lenses: User Profile; Work/Life Balance

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March 6, 2024September 25, 2024

Profile of Americans who sell things online

Nearly a fourth of online Americans regularly sell things online, making it widespread enough to be of interest, yet rare enough not to be mainstream. The type of people selling things online tend to be younger, from later generations, and gainfully employed.

This MetaFAQs reports on the percentage of online Americans who regularly sell things online split by sociodemographic characteristics: employment status, presence of children, age group, generation, gender, and generational life phase. Report [TUP_doc_2024_0306_sell] in TUP Lenses: Activities; User Profile

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