Profile of the earliest adopters of Copilot+ PCs

The earliest adopters!

MetaFacts has reached and surveyed buyers of the newest Copilot+ PCs as part of its total market survey. These are the earliest adopters of AI—putting the newest tools to work in their everyday lives—and also the first users of Copilot+ PCs. Furthermore, the fact-base report also compares recent buyers of Windows 11 PCs that are not Copilot+ PCs, and recent Apple Macintosh buyers.

• Are these early adopters very different from the general public?
• Who are these newest buyers?
• Are Copilot+ PC users very different from new buyers of Windows 11 PCs that aren't Copilot+ PCs? Are they different from recent buyers of Apple Macs?
• 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?
• These and other questions are addressed in this TUP Profile Report.

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 activities they regularly do. These use cases 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 and the share which are regularly done as well as the percentage that are done using AI tools.

FAQs

• Q: What is included in this report?
• A: The report includes 26 sets of cross-tabulations in Excel, including over 300 tables. The PowerPoint deck distills these results into an executive summary of less than 20 slides. Also included are five inquiry hours for a MetaFacts analyst to triple-click into any of the tables you choose. There is an option for a one-hour online presentation by a MetaFacts analyst, including time for Q&A.
• Q: What activities or use cases were included in the survey?
• A: The survey includes more than 80 activities with smartphones, computers, tablets, and game consoles used by the respondent and span entertainment, shopping, communication, graphics, and other activities for personal and work-related purposes.
• Q: How may I use these results?
• A: You may use these results throughout your employer’s enterprise and not resell or distribute them to any third party without express written permission.
• Q: When was the survey conducted, and of which population?
• A: The results of this report are based on the TUP/Technology User Profile 2024 wave, fielded in August 2024, and included 11,852 online adults in the US, Germany, UK, and Japan drawn and weighted to be representative of each country’s online population. From this dataset, 3,131 respondents report using AI assistance with any of broad list of activities, and 581 respondents acquired a Copilot+ PC, Windows 11 PC (not a Copilot+PC), Windows 10 PC, or Apple computer in the 2^nd or 3^rd quarter of 2024.
• Q: What is the MetaFacts TUP/Technology User Profile survey?
• A: MetaFacts is an independent market research company focused on the computer and telecommunications technology markets. The company’s steadfast research service – TUP/Technology User Profile – is used by leading technology firms for market sizing, segmentation, profiling, and analysis. The syndicated survey has been conducted continuously since 1983, including demographic and comprehensive technology use profiles from tens of thousands of representative respondents. TUP/Technology User Profile offers a solid reality check when what you hear elsewhere seems too good to be true. TUP can make sure you have the most solid numbers to assure your success. TUP minimized the risk and costs associated with jumping into an overhyped market with misinformation.
• Q: Which Copilot+ PC brands did respondents report using?
• A: Acer, ASUS, Dell, HP, Lenovo, and Microsoft