Tag: Market penetration

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Microsoft CoPilot – generative AI as an enterprise Office 365 service for creatives

Dan Ness, Principal Analyst, MetaFacts, March 17, 2023

Summary

Microsoft announced an upcoming service for its Microsoft 365 service that integrates the user’s data using generative AI. Called Microsoft CoPilot, the service will first be offered to enterprises. This TUPdate measures the potential market of those most likely to adopt and benefit from the service.

The Microsoft CoPilot announcement

This week, Microsoft gave one of the most down-to-earth non-announcements among the many major companies exuberantly touting generative AI in some form. The announcement of Microsoft 365 CoPilot demonstrated how artificial intelligence capabilities might be deeply integrated into everyday Office 365 applications, especially those involving some creativity.

Microsoft has many challenges ahead to fulfill what was shown in the demo, including whether consumers, employees, or enterprises will be willing to share their words to be analyzed deeply. Also important will be whether the service adds enough value to counter the risk of getting the results wrong. After all, none of the generative AI tools to date have delivered on the promise of discernment.

Size of the market for creative activities

What we can do today is begin at the beginning – consider the size of the potential market. How many people are regularly doing any creative activities such as those illustrated in the demo? By starting with that assumption, the market size will be conservative. It’s more likely that people who need to get certain jobs done will look for the tool to assist them with what they are already doing. It’s less likely that a new tool will inspire many people to begin giving presentations or crafting videos. Just as buying a shiny new hammer doesn’t turn someone into a capable carpenter, nor does spicing up a spreadsheet make someone into a data analyst or executive decision-maker.

There are fewer potential users than Microsoft may hope, since just under half (46%) of all online American adults regularly do any of several major creative activities:

  • Use professional creative software
  • Create graphics/presentations
  • Create videos

An even smaller share of online Americans regularly uses their connected devices for work-related creative activities. As of TUP/Technology User Profile 2022, 28% of online American adults actively use any of their devices for any of the creative activities identified.

Regular creative activities among online Americans
TUP/Technology User Profile 2022-US
Table: CREATACTS		Universe-Online Adults
UNIV_AD: Universe-Online Adults (000) 
Universe-Online Adults (000)223,254
Sample size7,508
  
UDV_ANYDEV_ACTS_CREATIVE_SET: Creative activities (SET)Universe-Online Adults
Creative-oriented – personal or work activities (NET)46%
Creative-oriented – personal activities (NET)39%
Creative-oriented – work activities (NET)28%
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Purchase plans for smartphones and tablets by OS, country, and age

Dan Ness, Principal Analyst, MetaFacts, October 27, 2021

Apple and Android purchase plans by country

  • Globally, slightly more adults plan to buy an iPhone as plan to buy an Android smartphone
    • 19% of global adults plan to buy an iPhone in the next 12 months, while 16% have similar plans for an Android smartphone
    • Apple leads in the US with 20% having iPhone purchase plans compared to 14% for Android smartphones
    • In Japan, the gap is narrowly tilted towards Apple among the small share with brand-specific plans
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Key ecosystems penetration [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, September 22, 2021

OS penetration by country

  • Windows penetration leads Apple and Google in every country surveyed
    • Primarily driven by the use of Windows PCs
  • In Germany, Google/Android penetration is much higher than Apple and highest among the countries surveyed
  • In the US and UK, Apple’s penetration is near to the penetration of Windows
  • In Germany, Japan, and China, Microsoft Windows dominates
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Dominant tech device brands [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, September 2, 2021

Apple dominates with most of the world’s users

Brand footprint is a measure of market penetration that explains much, while also painting a picture about the future. For companies like Apple with a broad product portfolio, a high number reflects the many ways that users can be included within Apple’s brand footprint – with any smartphone, PC, or tablet. Other tech brands are focused on specific category, and so best compared with their direct category competitors.

Apple dominates US device brands

Among online Americans, Apple’s brand footprint has grown slightly over the last two years, rising from 53% to 55%. During that same period, Samsung experienced a slight expansion from 31% to 33%, only to return to the 31% level. Dell, and HP have seen their brand footprint contract, each dropping by a full five percentage points. Some of this reduction has come from pandemic-related chaos: supply issues, channel challenges, shifts for some to work from home, and buyer’s economic struggles. Combined, these factors make buyers more likely to change their habits as well as their loyalties.

Looking ahead

To maintain its dominance, Apple needs to continue to provide enough value to its customers to stay within the fold. Apple has sought to walk the tightrope of high integration within its ecosystem while also balancing customer demands for openness and interoperability. There’s another side to captive stickiness. Brands that are seen as being too closed face the other side of a double-edged sword. Once customers move out of ecosystems or brand loyalty, they move quickly and fully. Meanwhile, other brands have mostly focused on competing within a specific product category. They have sought to build their perceived value through other means – availability, pricing, and the richness of their offerings.

About this TUPdate

TUPdates feature analysis of current or essential technology topics. The research results showcase the TUP/Technology User Profile study, MetaFacts’ survey of a representative sample of online adults profiling the full market’s use of technology products and services. The current wave of TUP is TUP/Technology User Profile 2021, which is TUP’s 39th annual. TUPdates may also include results from previous waves of TUP.

Current subscribers may use the comprehensive TUP datasets to obtain even more results or tailor these results to fit their chosen segments, services, or products. As subscribers choose, they may use the TUP inquiry service, online interactive tools, or analysis previously published by MetaFacts.

On request, interested research professionals can receive complimentary updates through our periodic newsletter. These include MetaFAQs – brief answers to frequently asked questions about technology users – or TUPdates – analysis of current and essential technology industry topics. To subscribe, contact MetaFacts.

Indexing

Lenses: Devices, Mobile Phones, PCs, Tablets

Tables: DEV1xCOUNTRY through DEV7xCOUNTRY

Tags: Apple, Samsung, Dell, HP, Sony, Lenovo, Acer, ASUS, Huawei, Brands, Pandemic, COVID, Brand footprint, Market penetration

TUP_doc_2021_0902_domi-Dominant-brands-2021_0920_1122

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It’s a multi-ecosystem world [TUPdate]

Dan Ness, Principal Analyst, MetaFacts, July 8, 2021

Building and maintaining an ecosystem promises untold benefits to companies. However, companies will not enjoy benefits unless customers see value in the collective experience. Encouraging customers to stay within a company’s family of products can reduce the expense of acquiring new customers and increase revenue from ancillary offerings. This TUPdate reports on the most pragmatic measure of acceptance – market penetration status of broad technology ecosystems. In this analysis, MetaFacts measures the market’s adoption of the three prominent operating system families: Microsoft Windows, Google Android/Chrome OS, and Apple iOS/iPadOS/MacOS.

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Active use of Instagram by age group and country [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, December 18, 2020

How many adults regularly use Instagram? Is there an age skew? How does any age skew vary by country? This MetaFAQs reports on the active use of Instagram by age group and country.

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Active use of Facebook, Instagram, or WhatsApp by age group and country [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, December 13, 2020

Net usage of any of the three major Facebook platforms – Facebook, Instagram, and WhatsApp – reflects a reach into the majority of online adults. However, this market penetration varies by age group and country. This MetaFAQs reports on the market penetration for users of any of these three platforms in the US, UK, and Germany across four age groups.

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Active use of Facebook by age group and country [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, December 12, 2020

How has Facebook’s active market penetration changes over the last five years? Where does it stand today? How does this compare by age group and country? This MetaFAQs shows the reported active use of Facebook by four age groups in the US, UK, and Germany between 2016 and 2020.

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Apple iPad use by household size and country [MetaFAQs]

Dan Ness, Principal Analyst, MetaFacts, November 14, 2020

The penetration of Apple iPads has shifted over the last five years, with larger households behaving differently than smaller ones. This MetaFAQs reports on the active market penetration of Apple iPads by household size in the US, UK, and Germany.

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