2023
9
US Attitudes towards Technology Consumer Report 2023
2024-02-13T18:02:04+00:00
REP7C6CE416_82C0_44EB_B90C_FCC4DF908EB8
3695
170593
[{"name":"Consumer Attitudes","url":"https:\/\/store.mintel.com\/industries\/consumer-insights\/consumer-attitudes"},{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
Most consumers feel nervous about generative AI and its future implications. Market investment is soaring, with a greater focus on enterprise applications. Jenni Nelson, Consumer Insights Analyst, Tech, Media…
  1. /
  2. All Industries
  3. /
  4. Consumer Insights
  5. /
  6. Consumer Attitudes
  7. /
  8. US Attitudes towards Technology Consumer Report 2023

US Attitudes towards Technology Consumer Report 2023

Reports - What's Included
  • Interactive Databook
  • Multiple Report Formats
  • Access to Clients Portal
  • Custom Presentation Tool

Focusing on the US generative AI (genAI) market, this report is a deep dive into consumer understanding, application, and expectations when it comes to genAI technology. Below, we’ve summarized the key topics covered and offer hand-selected findings from the full report.

Key Topics Covered

  • Knowledge and experience with generative AI (genAI).
  • GenAI functions of interest and how consumers see themselves using the technology.
  • Anticipated areas of genAI applications.
  • Consumer attitudes toward genAI.

US GenAI Market Overview

Though widely familiar to consumers, there are real concerns among most about generative AI. Over half of Americans see humans losing power to machines, and a similar number anticipate the spread of misinformation. The result is that two-thirds want to see genAI regulated by governments. Despite this, the genAI market is powering forward and set to grow at a CAGR of 73% to 2027, with the current focus of genAI companies to sell to enterprise clients.

GenAI Consumer Attitudes and Insights

  • Expected use of genAI: With applications around improving graphics, design, and character interaction, video gaming leads the way for consumers’ expected use of genAI. This is unsurprising, given that gaming has long been a leading vertical for new tech.
  • Gender differences in usage: Driven by those under 55, men are more likely to use genAI, and are far more likely to pay for it. Despite this, women expect application across a greater variety of areas, such as health/wellness and shopping/commerce.
  • Personal use of AI: Consumers find it harder to see how they will personally use genAI, when compared to how they expect others to use the technology. 1/6 of consumers don’t see themselves using genAI personally at all. Consumers may not yet realize that they don’t need to take personal action: genAI will be integrated into their lives as it becomes a part of future technology.

To gain exclusive insight into the competitive genAI industry, buy your copy of this report today. You may also be interested in viewing our other technology market research.

Additional Features Included in Your Report

  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading technology analyst Jenni Nelson delivers expert industry insights with this in-depth report.

Most consumers feel nervous about generative AI and its future implications. Market investment is soaring, with a greater focus on enterprise applications.

Jenni Nelson - Media and Technology Analyst

 

Jenni Nelson
Consumer Insights Analyst, Tech, Media & Entertainment

Collapse All
    • Key issues covered in this report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Consumer fast facts (continued)
    • Familiarity with genAI
    • Graph 1: familiarity and experience with generative AI, by age, 2023
    • Graph 2: generative AI is a fad (% any agree), overall by those who have used genAI, 2023
    • Graph 3: I have used generative AI tools…, by age and gender, 2023
    • Expectations for generative AI
    • Graph 4: expectations for generative AI, 2023
    • Graph 5: expectations for generative AI, by gender, 2023
    • Graph 6: generative AI for companionship will decrease loneliness (% any agree), by gender, 2023
    • Graph 7: expectations for generative AI (select), by age, 2023
    • Graph 8: expectations for generative AI, overall by those who have used generative AI tools and have adopted them in work and daily life, 2023
    • Interest in functions of genAI
    • Graph 9: functional interests of generative AI, 2023
    • Graph 10: functional interests of generative AI, by gender, 2023
    • Graph 11: functional interests of generative AI, by age, 2023
    • Graph 12: functional interests of generative AI, overall by those who have used generative AI tools, 2023
    • Personal use
    • Graph 13: anticipated personal use of generative AI, 2023
    • Graph 14: anticipated personal use of generative AI, by gender, 2023
    • Graph 15: anticipated personal use of generative AI, by age, 2023
    • Graph 16: anticipated personal use of generative AI, by race and Hispanic origin, 2023
    • Graph 17: anticipated personal use of generative AI, overall by those who have used generative AI tools, 2023
    • Bright side versus dark side of genAI
    • Graph 18: generative AI impact on jobs, by age, 2023
    • Graph 19: “I could see myself losing my job due to the use of generative AI in the workplace” (% any agree), by age, 2023
    • Graph 20: ease of genAI content identification, by age, 2023
    • Graph 21: content creation preferences, by age, 2023
    • Graph 22: creating new content from dead artists’ previous work through generative AI is great for fans (% any agree), by gender, 2023
    • Graph 23: concerns over intellectual property rights are overblown (% any agree), by age, 2023
    • Graph 24: generative AI preferences for shopping/commerce, by age, 2023
    • Graph 25: generative AI impact on mental capabilities, by parental status, 2023
    • Graph 26: students using generative AI in their school work are cheating (% any agree), by age and gender, 2023
    • Consumer attitudes
    • Graph 27: the government should regulate the use of generative AI (% any agree), by age, 2023
    • Graph 28: “I am concerned that generative AI will lead to machines having more power than humans” (% any agree), by age, 2023
    • Graph 29: “I think generative AI will spread misinformation” (% any agree), by age, 2023
    • Graph 30: generative AI will decrease online safety (% any agree), moms vs dads, 2023
  3. Competitive Strategies

    • Marketing and advertising
    • Graph 31: Microsoft 2022-23 paid media spend for top 10 brands by 2023 share
    • Opportunities
  4. The Market

    • Market context
    • Market factors
    • Graph 32: unemployment and underemployment, 2022-23
    • Graph 33: Consumer Price Index change from previous period, 2022-2023
    • Market size and forecast
    • Key players
  5. Appendix

Why Choose Mintel?

Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:

  • Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
  • Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
  • Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
  • Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.

Take a look at a sample PDF report below:

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
  • Instant access when you pay by credit card
  • Add multiple reports to your cart to receive a discount
Add to cart

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more

Popular Related Reports

Global Outlook on Sustainability: A Consumer Study 2024-25

£ 5,000£ 21,600

Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...

Find out more

US Tech on the Move Consumer Report 2025

£ 3,695

Americans are highly reliant on tech while on the move, with a third traveling to and from places more often than last year. Even when they wish to...

Find out more

US Researching and Buying Technology Devices Consumer Report 2024

£ 3,695

This Report explores consumer behaviors and marketing trends in the US tech industry. With a strong economy and positive consumer sentiment, larger tech purchases are on the rise....

Find out more

US Smartphones Market Report 2025

£ 3,695

Smartphones have become a vital part of daily life for Americans, serving as tools for communication, work, and entertainment. With 87% of consumers always keeping their devices nearby,...

Find out more

US Tech Trends 2025: AR/VR

£ 3,695

While AR and VR work to gain traction in gaming, their widespread adoption depends on expanding into practical, everyday uses beyond entertainment. Current headsets remain bulky, limiting appeal...

Find out more

US Handheld Gaming Devices Market Report 2025

£ 3,695

37% of US adults who play video games owned a Nintendo Switch, making it the most popular handheld device on the market currently. Interest in handheld gaming remains...

Find out more

Trusted by global industry leaders

When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

Rebecca Green, Market Insight Manager, Wincanton

Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon

Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.

When carrying out background research, I find Mintel an excellent starting point.

The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.

Ben Zeidler, Director - Research and Analytics, Tenth Wave

There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.

However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.

Stephen Taylor-Brown, Managing Director, Abacus

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

 

Andrew Neeson, Market Intelligence Manager, VocaLink

Is this report right for you?

From consumer reports to customised growth strategies. We have an option to suit your business requirements.

Find out more