By MICHAEL LIEDTKE, AP Technology Writer

 SAN FRANCISCO (AP) — Microsoft bills Windows 8 as a “re-imagining” of the personal computer market’s dominant operating system, but the company still has a lot of work to do before the makeover captures the imagination of most consumers, based on the results of a recent poll by The Associated Press and GfK.

 The phone survey of nearly 1,200 adults in the U.S. found 52 percent hadn’t even heard of Windows 8 leading up to Friday’s release of the redesigned software.

 Among the people who knew something about the new operating system, 61 percent had little or no interest in buying a new laptop or desktop computer running on Windows 8, according to the poll. And only about a third of people who’ve heard about the new system believe it will be an improvement (35 percent).

 Chris Dionne of Waterbury, Conn., falls into that camp. The 43-year-old engineer had already seen Windows 8 and it didn’t persuade him to abandon or upgrade his Hewlett-Packard laptop running on Windows 7, the previous version of the operating system released in 2009.

 ”I am not real thrilled they are changing things around,” Dionne said. “Windows 7 does everything I want it to. Where is the return on my investment to learn a new OS?”

 Microsoft usually releases a new version of Windows every two or three years, but it’s different this time around. Windows 8 is the most radical redesign of the operating system since 1995 and some analysts consider the software to be Microsoft’s most important product since co-founder Bill Gates won the contract to build an operating system for IBM Corp.’s first personal computer in 1981. Microsoft is hoping the way Windows 8 looks and operates will appeal to the growing number of people embracing the convenience of smartphones and tablets.

 The consumer ambivalence, however, was even more pronounced when it came to Microsoft’s new tablet computer, Surface, which was built to show off Windows 8′s versatility. Sixty-nine percent of the poll’s respondents expressed little or no interest in buying a Surface, which Microsoft is hoping will siphon sales from Apple Inc.’s pioneering iPad and other popular tablets such as Inc.’s Kindle Fire and Google Inc.’s Nexus 7.

 The results indicate Microsoft still has work to do to create a bigger buzz about Windows 8 and help consumers understand the new operating system’s benefits, even though the company provided several previews of the software at various stages in the final 13 month leading to its release. But the information apparently resonated mostly with industry analysts, reporters, technology blogs and gadget geeks.

 Microsoft is in the early stages of an estimated $1 billion marketing campaign that will include a siege of television commercials to promote Windows 8 to a wider audience.

 That still might not be enough to sway longtime Windows users such as Mary Sweeten. She is 75, and not eager to learn the nuances of a new operating system. She, too, is comfortable with her current desktop computer running on Windows 7.

 ”I am not technologically savvy like all these young kids,” said Sweeten, who lives in Camdenton, Mo. “I like something I am used to and can get around on without too much trouble. Sometimes when you get these new (systems), you wish you could go back to the old one.”

 Windows 8 represents Microsoft’s attempt to adapt to a technological shift that is empowering more people to use smartphones and tablets to surf the Web and handle other simple computing tasks. The revamped system can be controlled by touching a device’s display screen and greets users with a mosaic of tiles featuring an array of dynamic applications instead of the old start menu and desktop tiles. In an effort to protect its still-lucrative PC franchise, Microsoft designed Windows 8 so it can still be switched into a desktop mode that relies on a keyboard and mouse for commands.

 Microsoft felt it had to gamble on a radical redesign to fend off the competitive threats posed by Apple, which has emerged as the world’s most valuable company on the strength of its iPhone and iPad. Google Inc. is a threat, too. It has used its 4-year-old Android operating system to become an influential force in the mobile computing movement.

Despite the growing popularity of smartphones, Microsoft remains deeply entrenched in people’s lives. The poll found 80 percent of respondents with personal computers in their homes relied on earlier versions of Windows versus only 12 percent that operating on Apple’s Mac system.

 Windows is even more widely used in offices, but 90 percent of companies relying on the operating system are expected hold off on switching to the new operating system through 2014, according to a study by the research firm Gartner Inc.

 Jim Beske of West Fargo, N.D., won’t be waiting long to install Windows 8 on the home computer he bought a year ago. He already has seen how Windows 8 works in his job as a network engineer, and he considers it to be a nice improvement.

 ”They have made it much simpler,” Beske, 43, said. “I don’t know about the tiling so much; that’s something I think younger people will like more. But once people get in front of it, I think they will understand it.”

 Windows 8 also could appeal to consumers who still don’t own a home computer. The AP-GfK survey found 22 percent of all adults fall into this category, including 30 percent with households whose incomes fall below $50,000 annually.

 Beske is among a growing group who use both Microsoft and Apple products. Besides his Windows computer, he also loves his iPad.

 Most survey respondents liked both Apple and Microsoft. Fifty-nine percent said they had favorable impressions of Apple versus 58 percent for Microsoft.

 Tequila Cronk of Herington, Kan., is more of a Microsoft fan because she considers Apple’s prices to be a “rip-off.” At the same time, she can’t justify buying a Windows 8 computer when her desktop and laptop computers at home are running fine on the earlier versions of the system.

 ”We will upgrade, but I am not going to rush out and buy a new computer just because it’s got a different operating system,” Cronk, 26, said.

 Windows 8′s release came at a perfect time for Hector Gonzalez of Kissimmee, Fla. He is so frustrated with the performance of his 3-year-old laptop running on Windows 7 that he is considering buying a MacBook laptop. But now he plans to check out the array of new Windows 8 laptops and may even consider buying a Surface tablet to supplement the iPad that he bought for his teenage daughters.

 ”Anything that is new, it’s worth taking a look at,” Gonzalez, 35, said. “That’s the way technology is. There is always something new to replace everything else.”



Associated Press Deputy Director of Polling Jennifer Agiesta and News Survey Specialist Dennis Junius contributed to this report.




How the AP-GfK poll on Windows 8 was conducted


The Associated Press-GfK poll on Windows 8 was conducted by GfK Roper Public Affairs & Corporate Communications from Oct. 19-23. It is based on landline telephone and cellphone interviews with a nationally representative random sample of 1,186 adults. Digits in the phone numbers dialed were generated randomly to reach households with unlisted and listed landline and cellphone numbers.


Interviews were conducted in both English and Spanish.


As is done routinely in surveys, results were weighted, or adjusted, to ensure that responses accurately reflect the population’s makeup by factors such as age, sex, education and race. In addition, the weighting took into account patterns of phone use — landline only, cell only and both types — by region.


No more than 1 time in 20 should chance variations in the sample cause the results to vary by more than plus or minus 3.5 percentage points from the answers that would be obtained if all adults in the U.S. were polled.


There are other sources of potential error in polls, including the wording and order of questions.

 Topline results available at and

The questions and results are available at .

AP-GfK Poll: Clerks must issue gay marriage licenses
WASHINGTON (AP) — Linda Massey opposes gay marriage. But she was incensed last summer to see that Kim Davis, a Kentucky county clerk, was refusing to issue marriage licenses to gay couples.

“If the government says you have to give out those marriage licenses, and you get paid to do it, you do it,” says the 64-year-old retiree from Lewiston, Michigan. “That woman,” she said of Davis, “should be out of a job.”

Americans like Massey are at the heart of a shift in public opinion, an Associated Press-GfK poll has found. For the first time, most Americans expect government officials to issue marriage licenses to same-sex couples, even over religious objections.

It’s partly a matter of expecting public servants to do their jobs. But more broadly, the issue touches on a familiar dispute over which constitutional value trumps which: religious freedom, or equality under the law?

The question in recent months has entangled leaders with political sway, among them Pope Francis and the 2016 presidential contenders. But it’s not a new conflict for a nation that has long wrestled with the separation of church and state.

Where Davis’s answer was the First Amendment’s protection of religious freedom — and she served jail time to back it up — a majority of respondents don’t buy that argument when it comes to public officials issuing marriage licenses. That’s a shift since an AP-GfK survey in July, when Americans were about evenly split. Then, 49 percent said officials with religious objections should be exempt from issuing marriage licenses to same-sex couples and 47 percent said they should be required to issue them.

Now, just 41 percent favor an exemption and 56 percent think they should be required to issue the licenses.

That shift was especially stark among Republicans. A majority of them —58 percent — still favor religious exemptions for officials issuing marriage licenses, but that’s down 14 points since 72 percent said so in July.

The timing of the surveys is important, coming during rapid developments in the politics of gay rights and religious freedom.

Public opinion has favored same-sex marriage in recent years and some politicians — President Barack Obama, 2016 presidential contender Hillary Rodham Clinton and some members of Congress among them — have come around to that view. In June, the Supreme Court effectively legalized gay marriage nationwide.

The cultural change has influenced the governing bodies of some of the most conservative religions, including the Catholic Church under Pope Francis and the Mormon Church, which last week called for compromises between protecting religious liberties and prohibiting discrimination. Both institutions are trying to accommodate society’s shifting views while keeping a firm grip internally on their own doctrines against gay marriage and homosexual activity. And both churches steered clear of the appearance of backing Davis. The Vatican said the pope’s brief meeting with her in Washington should not be construed as a sign of support.

Mormon leader Dallin H. Oaks last week told a closed gathering of judges and clergy in Sacramento, California, that when conflicts between religion and law rise and are decided, citizens of a democracy must follow court rulings.

Davis, a Democrat, Apostolic Christian and clerk of Rowan County, Kentucky, became the face of religious Americans who bristle at government requirements that conflict with their beliefs, whether those mandates cover gay marriage, contraception or abortion referrals. On June 27 — the day after the high court ruling — Davis refused to issue same-sex marriage licenses. In September she spent five days in jail for defying a court order to issue the licenses. Affixing her name to the certificate, she wrote in a statement, “would violate my conscience.” After serving her jail sentence, Davis returned to work — but her name no longer appears on marriage licenses for gay couples.

Nick Hawks, a business consultant in Ararat, North Carolina, agrees with Davis.

“We’ve got to decide at some point who’s going to be protected first,” said the father of three boys, 50, who says he’s a Republican-leaning independent. “It doesn’t seem quite fair” to allow a minority such as gay people to “control the policy.”

More generally, the poll offers evidence that Americans remain slightly more likely to say that it’s more important for the government to protect religious liberties than the rights of gays and lesbians when the two come into conflict, 51 percent to 45 percent. But that, too, is a slight shift since July, when 56 percent said it’s more important to protect religious liberties.


The AP-GfK Poll of 1,027 adults was conducted online Oct. 15 to Oct. 19, using a sample drawn from GfK’s probability-based KnowledgePanel, which is designed to be representative of the U.S. population. The margin of sampling error for all respondents is plus or minus 3.3 percentage points.

Respondents were first selected randomly using telephone or mail survey methods, and later interviewed online. People selected for KnowledgePanel who didn’t otherwise have access to the Internet were provided access at no cost to them.



Poll results:

AP-GfK Poll: Americans still feeling economic gloom

WASHINGTON (AP) — Americans are more likely than they were a year ago to have positive views of the nation’s economy, but they’re still feeling more pessimism than optimism, according to a new Associated Press-GfK poll conducted ahead of CNBC’s GOP primary debate on Wednesday.

The candidates will attempt to impress Republicans in particular, who the poll finds feel much gloomier about the economy than Democrats.

Here are some things to know about opinions on the economy from the latest AP-GfK poll:



A majority of Americans — 54 percent — say the nation’s economy is poor, the new poll shows. Just 45 percent call it good. Still, views of the economy are slightly rosier than they were over the summer, when a July AP-GfK poll found 41 percent of Americans described the economy as good, and more positive than they were a year ago, when just 38 percent said so.

Half of men, but just 4 in 10 women, describe the economy as good.

Americans are even less likely to see the nation heading in a positive direction overall. Just 36 percent think the country is heading in the right direction, while 63 percent think it’s headed in the wrong direction.

More than 8 in 10 Americans in the new poll described the economy as an extremely or very important issue, down slightly since July. Still, the economy rates higher in importance than any other issue in the poll.



The candidates will aim their messages at a Republican Party that has a particularly negative view of the economy.

While 65 percent of Democrats describe the economy as good, just 29 percent of Republicans say the same. Seven in 10 Republicans say the economy is poor, including more than 8 in 10 GOP supporters of the tea party. Eight-five percent of Republicans say the country is heading in the wrong direction.

Independents, too, are unhappy with the economy, with 33 percent seeing it as good and 62 percent poor.



Few Americans — just 17 percent — think the economy has improved over the past month, while 21 percent think it has gotten worse and the bulk — 60 percent — think it’s stayed about the same.

Most Americans don’t expect to see improvement in either the nation’s economy or their own financial situations in the next year, either.

Thirty-one percent say they expect the general economic situation to get better, 32 percent expect it to get worse, and 34 percent expect it to stay about the same. Likewise, 29 percent expect their household financial situation to get better, 25 percent expect it to get worse, and 44 percent expect it to stay the same.

Republicans are more likely than Democrats to say the economy has gotten worse in the last month, 31 percent to 13 percent. Democrats are more likely than Republicans to expect it to get better in the next year, 40 percent to 21 percent.



Whichever GOP candidate emerges victorious in next year’s presidential primaries will need to convince Americans that the party can do a better job than Democrats at handling economic issues.

Americans are slightly more likely to say they trust Democrats than Republicans more on handling the economy, 29 percent to 24 percent, the poll shows.

But neither party’s a clear winner on the issue — 15 percent say they trust both equally and 30 percent say they trust neither party.

Republicans are more likely than Democrats to say they trust neither party, 29 percent to 17 percent. A majority of independents — 55 percent — don’t trust either party.



Americans are slightly more likely to disapprove than approve of President Barack Obama’s handling of the economy, 52 percent to 46 percent, according to the new poll. But that’s an apparent rise in his approval rating on the issue since July, when just 42 percent said they approved.

Americans’ rating of Obama on the economy is nearly identical to how they feel about how he’s handling his job overall, with 46 percent approving and 52 percent disapproving.


The AP-GfK Poll of 1,027 adults was conducted online from Oct. 15 to 19. The sample was drawn from GfK’s probability-based KnowledgePanel, which is designed to be representative of the U.S. population. The margin of sampling error for all respondents is plus or minus 3.3 percentage points.

Respondents were selected randomly using telephone or mail survey methods and interviewed online. People selected for KnowledgePanel without Internet access were provided it for free.



Poll results: