While the vast majority of British consumers (96%) own a Windows PC, only two in five (39%) of these are likely to upgrade to Windows 8, according to a study undertaken by Toluna QuickSurveys to assess consumer reactions to Microsoft’s release last month of Windows 8.
The survey also revealed that when it comes to Windows operating systems, Windows 7 is a clear favourite, with over a quarter of consumers (28%) selecting this version as their preferred choice, representing double the proportion who’ve chosen the newly launched Windows 8 (14%).
Part of the rationale behind development of the new Windows technology was to improve the user experience on mobile devices such as tablets, but initial consumer reactions illustrate that Microsoft has not captured the interest of that market. The proportion of respondents planning to buy a tablet running Windows 8 is on par with other systems including Apple iOS and Android (13%, 13% and 14% respectively). In a similar vein, the tablet-specific Windows RT received only 2% of the votes and was voted the least favourite Windows operating system all round.
Toluna Managing Director, Global Technology Practice, Mark Simon, comments: “Given that the new Windows operating system was developed to improve the user experience on mobile devices such as tablets, we might expect Windows 8 to be better received within the tablet market. The results show that Microsoft will have to work harder on future product developments if they are to gain favour with PC users and reclaim their position as leader within the wider market.”
This news comes amidst claims that the Microsoft Touch cover is prone to splitting after only a few days of use, according to a recent report in The Guardian.
The survey was conducted online within the UK in October 2012 among 2,000 adults (aged 18 and over). Figures for age, gender, education, and region were weighted where necessary to bring them into line with their actual proportions in the online population. Because the sample is based on those who agreed to participate in Toluna surveys, no estimates of theoretical sampling error can be calculated. For more information on the results from this survey, visit: