As the end of life for Windows 10 approaches next week, new insights from Which? reveal a rather lukewarm response from users regarding upgrades. The study indicates that only half of the current Windows 10 users are considering an upgrade to a newer operating system, with approximately one quarter expressing their intention to remain on Windows 10 even after official support ceases.
Consumer Choices and Support Options
Among those surveyed, a mere 14% plan to transition to Windows 11, while 6% are contemplating a switch to an entirely different operating system. This trend raises concerns for Microsoft, especially given the company’s recent decision to offer a year of free Extended Security Updates (ESU) to customers in the UK and Europe. However, this offer is not automatic; users must actively opt in by backing up their Windows settings to OneDrive.
Lisa Barber, Tech Editor at Which?, emphasizes the importance of taking action: “If you don’t act, you could become more vulnerable to hackers and scams.” This statement underscores the potential risks associated with remaining on an unsupported operating system.
Environmental Considerations
In addition to the upgrade dilemma, the report highlights the responsibility of UK retailers to assist consumers in the safe disposal of old devices when upgrading. This initiative aligns with the Waste Electrical and Electronic Equipment directive, aimed at reducing e-waste. While recycling schemes may help mitigate environmental impact, they do not always provide financial incentives or trade-in savings for consumers.
Interestingly, despite a slight uptick in August, Windows 10’s market share has been on a steady decline since the introduction of Windows 11. It wasn’t until July 2025 that the newer operating system finally surpassed its predecessor in market presence, according to Statcounter.
