There was a time when having the latest technology was the ultimate status symbol, but our latest survey shows those days are fading fast.
These days, 76% of people wait to upgrade until the newer devices feel “clearly worth it,” and 73% keep their devices as long as they still work. That means tech buyers are discerning and hard to sway unless the latest features offer a clear and tangible benefit, according to the 3,715 US tech consumers polled for the 2026 Group TechPulse Research Study, conducted by PCMag parent company Ziff Davis.
(Credit: 2026 Group TechPulse Research Study/Cole Kan/PCMag/Getty)
“Consumers are still spending on tech, but upgrades are now more intentional,” the study says. “‘Built to last’ has overtaken ‘new and innovative’ as the dominant purchase justification.” Some people are even reverting to flip phones and other time-tested tech, such as digital cameras.
The hesitancy to upgrade could be a symptom of the broader economic picture, especially amid uncertainty about layoffs, tariffs, and AI disruption. This could change how we view the value of our phones and laptops, and which features we perceive as most valuable.
“Amid ongoing economic uncertainty, consumers are taking a more cautious, value-driven approach to discretionary spending—making deliberate trade-offs to manage budgets, even in categories that still matter,” the study says.
It’s not that people are relying less on technology—quite the opposite, in fact. We live in a highly tech-dependent world, where 67% of people say a single tech glitch can derail their entire day. Perhaps that’s even more reason to avoid upgrading to a new device, which may have some experimental features. Some consumers also push back on unwelcome upgrades, like Apple’s controversial Liquid Glass redesign.
AI for AI’s Sake? No, Thanks
When it comes to AI, people don’t want novelty for its own sake. While a notable majority of respondents (79%) say they use AI, only 34% pay for these features. They only want to get their wallets out for an AI tool that has a specific benefit, like saving time or improving results. Privacy is also a concern. Less than half (45%) are willing to share their personal information with an AI, even if it makes their lives easier.
(Credit: 2026 Group TechPulse Research Study/Cole Kan/PCMag/Getty)
“While nearly half of consumers enjoy using AI to explore products, privacy concerns remain a firm boundary, limiting deeper adoption,” the study says. “Caution around tech integration still outweighs enthusiasm for innovation.” Privacy concerns are even greater when it comes to next-gen AI products, such as AI agents, including the viral OpenClaw tool.
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However, younger generations, including Gen Z and millennials, reported a higher tolerance for paying to try new AI tools, with nearly 60% open to it. Still, most people upgrade for pragmatic reasons. For phones, the number one must-have is improved battery life; for laptops, it’s a fast processor and long battery life; for TVs, it’s better picture quality. As long as things are working well in these areas, most people will happily forego an upgrade—no matter what fancy new features a device advertises.
That might be why 30 states sued Apple in 2020 over “Batterygate,” accusing the company of intentionally slowing down phones and degrading batteries to force upgrades, NPR reports. (The states won.)
A New Premium on Human Authenticity
(Credit: 2026 Group TechPulse Research Study/Cole Kan/PCMag/Getty)
What’s a tech-lover to do if they are ready to upgrade? The web is a minefield of AI slop and exaggerated social media posts, so often the most convincing source of information is a real person they trust.
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Most people (81%) aren’t willing to upgrade unless they’ve seen a review from a trusted, human source. “In a synthetic world, authenticity is the ultimate asset,” the study says. That said, 66% also say they trust AI tools for recommendations. Chatbots often surface information from sources like Reddit, tech media, and reviewers. AI can be a helpful starting point for research, but it’s not always successful.
Even when shoppers know what they want, a brand-new model isn’t always their first instinct. Nearly half (48%) will consider used or refurbished tech first. A smaller slice (25%) specifically prioritizes longevity and will only purchase a product if they are convinced it will last a long time. Perhaps brands will heed the call, emphasizing longevity, battery life, and reliability in their devices—not flashy features that feel more like nice-to-haves than essentials.
What Will the Next Big Gadgets Be?
Tech companies are circling their wagons, trying to crack the code on the next generation of devices consumers actually want. It’s not going to be easy.
Samsung released a three-part folding phone with a massive screen, which impressed us with its technical performance. Apple is reportedly working on smart glasses to compete with Meta Ray-Bans. OpenAI is cooking up a smart lamp, of all things, the Information reports. However, anything that comes to market in this environment needs to prove its worth before most consumers will go for it.
About Our Expert
Emily Forlini
Senior Reporter
Experience
As a news and features writer at PCMag, I cover the biggest tech trends that shape the way we live and work. I specialize in on-the-ground reporting, uncovering stories from the people who are at the center of change—whether that’s the CEO of a high-valued startup or an everyday person taking on Big Tech. I also cover daily tech news and breaking stories, contextualizing them so you get the full picture.
I came to journalism from a previous career working in Big Tech on the West Coast. That experience gave me an up-close view of how software works and how business strategies shift over time. Now that I have my master’s in journalism from Northwestern University, I couple my insider knowledge and reporting chops to help answer the big question: Where is this all going?
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