Key insights:

  • Half of Britons are cautious adopters, with 49% saying they usually wait until others have tried new products first.
  • Early adopters remain rare, with just 3% saying they are first to buy – though this rises to 6% among higher-income adults and those aged 25-34.
  • Disinterest in new technology is high, with nearly three in ten Britons (29%) saying they are generally not interested in or do not buy new technology products.
  • Tech literacy divides sharply by age and income: younger adults (59% of 18–24-year-olds) and higher earners (45%) are most confident, while older adults (28% of 55+) and lower earners (24%) are most likely to struggle.

New data from YouGov Profiles shows that half of British adults (49%) say they prefer to wait before adopting new technology. Just 3% describe themselves as first in line to both show interest and buy, peaking at 6% among those aged 25-34 and higher-income adults.

Three in 10 Britons say they are simply not very interested in new technology (29%). This disinterest rises to 37% among adults aged 55+, and 36% among lower-income groups.

Income plays a defining role. Higher earners are more likely to describe themselves as early adopters (6%) and less likely to dismiss new technology altogether (18%). Lower-income Britons, however, are more disengaged, with over a third (36%) uninterested in new technology products.

When it comes to capability, most Britons sit in the middle: 52% say they are “ok” at learning how to use new technology. A third (33%) describe themselves as quick learners, while 15% admit they find it hard.

Younger adults stand out for their confidence: six in ten adults aged 18-24 say they are quick learners (59%). This drops with age – just 14% of those 55+ say the same, while 28% in this group find learning new technology difficult.

Income again reveals a divide. Half of higher-income Britons say they learn new technology quickly (45%), compared with just a quarter of lower-income adults (24%). Conversely, one-quarter of lower-income adults (24%) say they find technology difficult, versus only 6% of higher earners.

For tech brands, Profiles data shows caution and capability gaps. Most Britons are not racing to be first in line, and nearly a third are not engaged with new technology at all. Younger and wealthier audiences stand out as early adopters and influencers, but long-term success depends on building trust with the cautious majority (49%) and designing accessible experiences for older and lower-income consumers who find technology harder to navigate.

Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between August 2024 and August 2025, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.