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 Amazon.com 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.

 

Online:

 

http://www.ap-gfkpoll.com

 

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 http://www.ap-gfkpoll.com and  http://surveys.ap.org.

The questions and results are available at http://www.ap-gfkpoll.com .

AP-GfK Poll: Sharp divisions after high court backs gay marriage

NEW YORK (AP) — The Supreme Court’s ruling last month legalizing same-sex marriage nationwide has left Americans sharply divided, according to an Associated Press-GfK poll that suggests support for gay unions may be down slightly from earlier this year.

The poll also found a near-even split over whether local officials with religious objections should be required to issue marriage licenses to same-sex couples, with 47 percent saying that should be the case and 49 percent say they should be exempt.

Overall, if there’s a conflict, a majority of those questioned think religious liberties should win out over gay rights, according to the poll. While 39 percent said it’s more important for the government to protect gay rights, 56 percent said protection of religious liberties should take precedence.

The poll was conducted July 9 to July 13, less than three weeks after the Supreme Court ruled states cannot ban same-sex marriage.

According to the poll, 42 percent support same-sex marriage and 40 percent oppose it. The percentage saying they favor legal same-sex marriage in their state was down slightly from the 48 percent who said so in an April poll. In January, 44 percent were in favor.

Asked specifically about the Supreme Court ruling, 39 percent said they approve and 41 percent said they disapprove.

“What the Supreme Court did is jeopardize our religious freedoms,” said Michael Boehm, 61, an industrial controls engineer from the Detroit area who describes himself as a conservative-leaning independent.

“You’re going to see a conflict between civil law and people who want to live their lives according to their faiths,” Boehm said.

Boehm was among 59 percent of the poll respondents who said wedding-related businesses with religious objections should be allowed to refuse service to gay and lesbian couples. That compares with 52 percent in April.

Also, 46 percent said businesses more generally should be allowed to refuse service to same-sex couples, while 51 percent said that should not be allowed.

Claudette Girouard, 69, a retiree from Chesterfield Township, Michigan, said she is a moderate independent voter who has gradually become supportive of letting same-sex couples marry.

“I don’t see what the big hoopla is,” she said. “If they’re happy, why not?”

Girouard said local officials should be required to perform same-sex marriages, but does not think that wedding-related businesses should be forced to serve same-sex couples.

“If the official doesn’t like what he’s being asked to do, then quit,” she said. “But businesses are kind of independent, so if they have a strong belief against it, there are enough other businesses out there for someone to use.”

The poll found pronounced differences in viewpoints depending on political affiliation.

For example, 65 percent of Democrats, but only 22 percent of Republicans favored allowing same-sex couples to legally marry in their state. And 72 percent of Republicans but just 31 percent of Democrats said local officials with religious objections should be exempt from issuing marriage licenses.

By a 64-32 margin, most Democrats said it’s more important to protect gay rights than religious liberties when the two are in conflict. Republicans said the opposite, by 82-17.

Clarence Wells, 60, a conservative from Rockwood, Tennessee, said he strongly disapproved of the Supreme Court’s ruling. He anticipates friction as gay couples try to exercise their newfound rights and people with religious objections to same-sex marriage balk at accepting them.

“I don’t believe it’s going to go over smoothly,” said Wells. “I think a lot of them will be shunned in church. … I think there will businesses that are going to close, because some people are stubborn enough to not want to deal with it.”

Andrew Chan, 41, a moderate independent from Seattle, said he has tried to remain neutral on same-sex marriage.

“For me, it’s always been about tolerating,” said Chan, who works for a nonprofit organization. “I’ve got friends on both sides.”

Chan said he was happy for gays and lesbians who have found someone they want to marry, and he expressed some wariness toward politicians who might try to roll back the Supreme Court ruling.

“That just creates more division,” he said. “Are we looking to move the country forward or move it backward?”

___

The AP-GfK Poll of 1,004 adults was conducted online July 9 to July 13, 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 3.4 percentage points. Some questions were ask of half samples of respondents and have smaller margins of error. Respondents were first selected randomly using phone 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.

___

Swanson reported from Washington.

___

Reach David Crary on Twitter at http://twitter.com/CraryAP and Emily Swanson at http://twitter.com/EL_Swan

___

Online:

AP-GfK Poll: http://www.ap-gfkpoll.com


AP-GfK Poll: Minorities, young Americans still backing Obama

WASHINGTON (AP) — Even as the public remains closely divided about his presidency, Barack Obama is holding on to his support from the so-called “Obama coalition” of minorities, liberals and young Americans, an Associated Press-GfK poll shows, creating an incentive for the next Democratic presidential nominee to stick with him and his policies.

Hillary Rodham Clinton, by comparison, is viewed somewhat less favorably by the key voting groups whose record-setting turnout in 2008 propelled Obama to the White House and will be crucial to her own success.

Roughly two-thirds of Hispanics view Obama favorably, compared to just over half of Hispanics who say the same about Clinton. Among self-identified liberals, Obama’s favorability stands at 87 percent, to Clinton’s 72 percent. Half of Americans under the age of 30 view Obama favorably, compared to just 38 percent for his former secretary of state.

The findings offer a window into the factors at play as Clinton decides how closely to embrace Obama, his record and his policies in her campaign for president. Although associating herself with Obama could turn off some independent and Republican-leaning voters, electoral math and changing demographics make it critical for Democrats to turn out high numbers of Hispanics, African Americans and young voters.

Overall, Obama’s job approval rating stands at 43 percent, a leveling off following an AP-GfK poll conducted in early February that put his approval at 47 percent — slightly higher than it had been through most of 2014. The number of Americans who disapprove of Obama’s job performance has stayed relatively steady at 55 percent.

“He just seems to have something in his mind that he wants to accomplish and keeps trying to get it done,” said Christine Klauder, a self-described liberal from southern New Jersey. Klauder said she voted for Obama in 2008 and 2012 and that her support hasn’t dropped off. “He’s more oriented toward the kind of people that I feel that we are, have been all my life.”

Contrast that with Klauder’s views about Clinton, who has yet to win her enthusiastic support. “Being a woman, I think it would be wonderful to see her in — but I’m not sure,” Klauder said. “I think maybe her time has passed.”

Obama, whose troubles in the polls were seen as a drag on Democratic in last year’s midterm elections, has also managed to hold on to recent gains he’s made among core supporters.

When AP-GfK polled in October 2014, Obama’s approval rating among Hispanics had plummeted to 39 percent, as Hispanic advocacy groups demanded that Obama take aggressive action on immigration. One month later, he did just that — and his job approval among Hispanics now stands at 56 percent. Whereas 72 percent of liberals approved of Obama’s performance in October, that number now appears to have climbed, to 82 percent.

The survey reinforces a concern expressed by many Democrats about Clinton’s candidacy: that she just doesn’t inspire the levels of enthusiasm among traditional Democratic constituencies that were so critical to Obama’s success.

In the first weeks of her campaign, Clinton has promoted a number of populist ideas surrounding immigration, voting rights and economics that hew closely to themes that Obama has made central to his presidency. Although she distanced herself from Obama by suggesting she would have voted against giving him expedited authority to negotiate trade deals, she offered explicit support for the controversial nuclear deal with Iran that Obama announced this week.

Esther Danner, a 61-year-old from Hanover, Maryland, said she’s continued to support Obama because she feels he’s made progress on overhauling health care, promoting same-sex marriage and lifting the ban on gays in the military. Danner, who works part time at an African American heritage museum, said she thought Obama’s full-throated support would go a long way to persuade minorities and young Americans to show up to vote for the next Democratic nominee.

“The last eight years have been preparing for the 2016 election,” Danner said. “The current generation that voted for Obama, like myself, will probably continue the journey with the next Democratic candidate.”

In an AP-GfK poll conducted in January and February, nearly half of Americans — 47 percent — described the economy as “good,” almost as many as the 51 percent who called it “poor.” Since then, views of the economy have grown slightly more negative, with 41 percent now saying the economy is “good” and 57 percent saying it’s “poor.”

___

The AP-GfK Poll of 1,004 adults was conducted online from Thursday to Monday, 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 3.4 percentage points, but higher for subgroups such as Hispanics and African Americans.

___

Associated Press writer Stacy A. Anderson contributed to this report.

___

Reach Josh Lederman on Twitter at http://twitter.com/joshledermanAP and Emily Swanson at http://twitter.com/EL_Swan