May 17, 2023
Updates monthly

Tracking Trends in the Technology Industry

Tech loses its luster, but AI still captures consumer interest

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

  • Tech company favorability has plummeted in just six months. Since October of last year, favorability toward major technology companies has fallen from 64% to 51%. The decline for search engine companies specifically was among the most dramatic: 54% of consumers had a favorable impression of them in April 2023, down from 69% in October 2022.

  • Over a third of U.S. adults, including nearly half of Democrats, support regulating artificial intelligence companies. AI is one of the fastest growing tech trends in recent years, and regulators in the United States and abroad are scrambling to put together policy frameworks to address how AI is developed and implemented. Consumers’ feelings toward AI currently can be described as cautiously optimistic, so it’s not too surprising that 43% of U.S. adults support more regulation of AI companies, including 49% of Democrats and 44% of Republicans.

  • AI has garnered enormous attention as a forward-looking technology, but that interest could be waning. Among more than a dozen innovative technologies surveyed monthly, AI applications in online search and internet-connected home devices continue to take the top spots. However, interest in using AI in online search, internet-connected devices and health care is down across the board — likely due to the initial excitement fading. Consumers are now withholding further judgment until they can see and experience these applications.

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

Interest in New Technologies

Share of U.S. adults reporting how interested they are in using the following technologies in the next five years:

Tech Industry Favorability

Share of U.S. adults with a favorable impression of each of the following:

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:

Big Tech’s Perceived Impact on Society

Major technology companies’ perceived net impact* on the following:
*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 whether they would support major technology companies being broken up into smaller ones

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:
Updates quarterly

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].