Updated on Sep 20, 2023
Updates monthly

Tracking Trends in the Technology Industry

Breaking up Big Tech has considerable support

Americans’ perceptions of the technology industry, our nation’s engine of innovation, are rapidly changing. Consumers are becoming more skeptical of its goals and impact on society, and many are calling for greater transparency and stronger government regulation. This tracker keeps a pulse not only on the challenges facing tech industry leaders, but also on the opportunities and enthusiasm for forward-looking technologies.

Morning Consult is tracking consumer trends in the technology industry through a monthly survey of U.S. adults.

Find a more detailed methodology for this monthly tracker below.

Key Takeaways

  • More than 2 in 5 U.S. adults support breaking up Big Tech companies. As the Department of Justice’s antitrust trial against Google opens, 44% of U.S. adults said they “strongly” or “somewhat” support splitting major technology companies into smaller ones. A similar share (45%) said the same a year ago, indicating that Big Tech’s efforts to soften public opinion on regulating the industry have seen little success. Breaking up Big Tech garnered support from more than half (53%) of Democrats and 42% of Republicans.

  • Interest in artificial intelligence applications is lower than it was six months ago. Generative AI applications continue to dominate tech headlines; however, the tone of coverage has shifted from wondering how AI can be helpful to questioning if it might be harmful and in need of more controls. In August, 40% of U.S. adults expressed interest in AI in online search, a flagship application of the technology, down from 51% in February. Now, generative AI might need a new breakthrough moment to reignite consumer interest.  

  • Just one-third of Americans say tech companies are doing enough to fight misinformation. In August, amid the lead up to the 2024 presidential election, 33% of U.S. adults agreed that major technology companies are doing enough to address false or misleading information on their platforms, while 40% disagreed. Independents are the most skeptical of tech’s efforts, with just 22% agreeing that tech companies are doing enough, compared with 43% who disagreed. The advent of AI image and text generation adds another wrinkle to tech companies’ efforts to curb misinformation campaigns as AI-generated political ads become a reality.

Are Tech’s Best Days Ahead or Behind?

Share of U.S. adults indicating whether they think technology companies’ best days are ahead or behind
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Interest in New Technologies

Share of U.S. adults interested in using each of the following technologies in the next five years:
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Tech Industry Favorability

Share of U.S. adults with a favorable impression of each of the following:
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Big Tech’s Should vs. Do Divide

Respondents were asked whether major technology companies should do the following, then whether they actually do the following:
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Big Tech’s Perceived Impact on Society

Major technology companies’ perceived net impact* on the following:
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*Net impact represents the share who said Big Tech has a positive impact minus the share who said it has a negative impact.

Support for Breaking Up Big Tech

Shares indicating they would support major technology companies being broken up into smaller ones
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Top Considerations Among Job Seekers in Tech

Share who selected each of the following as an important consideration when looking for a new job in the technology industry:
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Note: This chart updates quarterly. Last update: June 2023

Source of This Data


The Technology Industry Monthly Trend Tracker relies on Morning Consult’s proprietary survey research capabilities. Interviews are conducted online, and the data are weighted to approximate a representative sample of U.S. adults based on gender, educational attainment, age, race and region. Results from the full survey have a monthly sample size of roughly 2,200 U.S. adults and an unweighted margin of error of  +/-2 percentage points.

About Morning Consult

Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com

Jordan Marlatt
Lead Tech Analyst

Jordan Marlatt is a lead tech analyst on the Industry Intelligence team, where he conducts research, authors analyst notes and advises clients on emerging technologies and trends. Jordan previously served as chief of staff to Morning Consult’s president and co-founder, and opened and oversaw Morning Consult’s San Francisco offices, onboarding and consulting for the company’s largest technology clients. He graduated from The George Washington University with a bachelor’s degree in international affairs and political science. For speaking opportunities and booking requests, please email [email protected].