User Profile – MetaFacts TUP Client Portal

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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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 11, 2024November 6, 2024

Employees expect remote work arrangements to endure

Background:

How long will remote work continue? Will the hybrid arrangements persist, or will we be back to all or nothing? Working remotely suddenly expanded into the mainstream in early 2020 in response to the COVID-19 pandemic. In each subsequent year, employees and employers have been adapting to shifting conditions, each wondering about the road ahead. The unknowns hold many implications, including the type of technology employees will use, buy, or that employers may provide to them.

Approach:

This MetaFAQs is based on the responses of 23,671 employees over three years from the MetaFacts TUP/Technology User Profile 2022 through 2024 waves, spanning the US, Germany, the UK, Japan, and China. It reports the percentage of online adults expecting to work remotely in the next 12 months—ranging from never, to occasionally, and up to always. This is further split by age group (18-39 and 40+) and global and US views. These results are drawn from the standard published TUP tables named 200 WFHxEMPAGE.

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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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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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October 3, 2024November 1, 2024

Smartphones overtake computers: Device hour shifts since pre-pandemic times

Background:
Before the pandemic and economic shifts, online adults worldwide have adjusted which devices they use, how they use them, and how often they use them. Two major changes are the shift from feature phones to smartphones and, following that, the transition from computers to smartphones. One measure of this shift is the time users spend with each type of device.

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 the number of hours they use each device weekly. We aggregate these results for each respondent and then report the mean (average) hours within their country and generational age group.

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September 26, 2024November 6, 2024

The aging home computer installed base as most generations delay refreshing

Background:
Headwinds have faced home computers for years. Prior to the pandemic, adults worldwide were relying less on home computers and more on smartphones, tablets, or for some of the employed, work computers. With the onset of the pandemic, many employees, students, and parents turned to home computers for entertainment, shopping, or to get work done. Now, as many employees and students are returning to previously-established routines, home computer usage levels are returning to the established long-term trend.

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 if they are using a home computer, and how recently they acquired it.

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September 24, 2024November 1, 2024

AI’s adoption easier path among American Apple and ASUS work computer users

AI (artificial intelligence, primarily generative AI tools) has received substantial market attention. Employees are strongly affected, mainly because many AI tools are marketed for productivity and work-related use cases. However, measuring the impact of the media and investor attention is essential to determine the level of interest, receptivity, and caution. There has been enough widespread awareness to measure employee sentiment. Furthermore, commercial computer makers have much of their future contingent upon how well their solutions are put into active use by employees and valued by their employers. Suitability of today’s AI tools aligns better with some occupations more so than others.
Approach: This TUPdate is based on the surveys of 1,404 respondents in the US in August 2024 as part of the MetaFacts TUP/Technology User Profile survey. Relevant to this TUPdate, we asked respondents to report their strong agreement to strong disagreement with a series of statements about AI on a five-point scale. The survey further gathered demographics, such as employee role.
Current TUP/Technology User Profile service subscribers can find these results on their client portal.

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September 21, 2024November 1, 2024

Gen Z and Millennials are the least negative about AI in many countries

Background:
Any new technology undergoes an awareness and acceptance process before reaching any level of market penetration. That process often rests more on perception and attitudes than on objective measures of speeds, feeds, or productivity. The hype around all things AI has certainly addressed the awareness aspect, although the messages have brought more confusion than clarity for most consumers. Several themes have emerged around the possible benefits from AI assistance such as sparking creativity, boosting productivity, or fostering learning. Simultaneously, there are widespread concerns deterring adoption, including threats to privacy, incorrect results, and disappointment in the offering from what the user expected. Regarding which part of the market might be most accepting of AI, a widely held view is that Generation Z would be first. We’re hoping to address this presumption with empirical evidence.

Approach:
As part of the MetaFacts TUP/Technology User Profile 2024 study, we asked respondents to rate nine statements on a five-point agreement scale. For this analysis, we evaluated three statements as being positive: “AI is a very good way to learn new things,” “AI has been helping me be more productive”, and “AI has been helping me be more creative.” We measured three other statements as being negative: “I am concerned that AI may threaten my privacy,” “AI gives too many wrong answers,” and “AI is not as good as I thought it would be.” We calculated a difference score as the summation of positive ratings minus the negative ratings. We report this difference score by generation and country.

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September 15, 2024November 1, 2024

Home PC pricing trends by generation

Background: Starting before the pandemic and subsequent economic shifts, online adults worldwide were adjusting which devices they use, with fewer using home computers. However, many employees working remotely were not provided a computer by their employer and sought to acquire one for their home. Also during this time period, adults were transitioning many of their regular activities from home computers to smartphones. This causes erratic effects to home PC prices, interrupting historical trends.

Approach: MetaFacts surveyed 60,872 online adults in the US, Germany, UK, and Japan from 2020 through 2024 as part of its annual TUP/Technology User Profile study. Within the survey, as part of detailing the home computers that respondents actively use, we gathered the price paid for any acquired as new in the previous 18 months. All prices were converted to US dollars for comparison, grouped into price ranges, and then reported by country and age generation.

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March 28, 2024May 20, 2024

Printer usage declines among most countries and generations with Gen Z unlikely to restart

In most countries surveyed, Gen Z began adulthood actively including printers among their technological devices. As they have matured, however, their printer usage has dropped at similar rates to millennials and Gen X. Adults in Germany have maintained the highest printer penetration rates among the countries surveyed, and those in the UK are the lowest.

This MetaFAQs reports on the percentage of online adults actively using at least one printer. This information is split by country (US, Germany, UK, Japan, China) and age generation (Gen Z, millennial, Gen X, Boomer/Silent Generation). Report [TUP_doc_2024_0328_prtt] in TUP Lenses: Printers; User Profile

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