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Global Consumer Technology Trends

:
Cross Market Briefing

April 2014

businesses and citizens alike. Innovators and early adopters typically propel technology adoption in the greater market given their likelihood to acquire and try a ‘new’ technology.4 trillion) to understand both current trends and the future outlook of consumer technologies. (85%) and Finland (84%). authoritative and opinionated. The Consumer Electronics Association (CEA) recently conducted consumer research in 13 markets on four continents representing approximately 29% of the world’s population (approximately 2.org . Household Internet penetration is highest (in the 90% range) in several Nordic countries (Norway. All rights reserved. people tend to listen to influencers when discussing technology. Danes (15%). engaged with the technology industry. less than one in five online Israelis (12%). As such. we can also ascertain the size of the “tech influencer” population and compare across markets. Figure 2: Technology Adoption Source: Global Consumer Technology Trends (2013) Base: Online adults Q33: Which of the following BEST describes your technology purchasing habits? © 2014 Consumer Electronics Association (CEA®).Global Consumer Technology Trends: Cross Market Brief APRIL 2014 Introduction Consumer electronics (CE) and technologies are popular with consumers across the globe. Based on responses to key technology adoption and social networking questions. but on par with online Russians (13%). We find only one in ten (10%) online Chinese adults can be classified as “influencers.K. less than half of Russian (46%) and Chinese (23%) households have Internet access. Influencers are a population subset that tend to be connected to the Internet. likely due to poor infrastructure and lower household incomes. Based on self-identified characteristics. research. Figure 1: Household Internet Access Technology Propensity The propensity for technology adoption ranges from innovators (who buy new technology as soon as it is available) to laggards (who typically purchase new technology only after traditional alternatives are no longer available). However. Sweden and Denmark) and in the U. Fueled by Internet infrastructure and the proliferation of mobile connected devices (especially smartphones and tablets). French (17%) or Norwegians (18%) can be classified as innovators or early adopters.” the lowest percentage of any market surveyed. Finns (16%). likely due to those online being more predisposed to technology and more affluent. we find approximately two in five (40%) online Chinese adults and three in ten (32%) online Russian adults are either innovators or early adopters.1 billion people) and 49% of the world’s GDP (approximately $35. As such. increased connectivity has significant implications for policymakers. Internet access varies by nation and is often driven by a nation’s wealth and infrastructure development.CE. The survey was conducted online and all results are based on online adult consumers. Czechs (15%). In contrast among populations where a majority of citizens are online. people around the world are more connected than ever. This is likely driven by smaller online populations in both countries.

All rights reserved. While tablets are not in the top five list of technologies owned and/or used. France Israel Spain China Russia 1 TV (95%) TV (97%) TV (96%) TV (86%) TV (98%) TV (95%) TV (93%) 2 Portable computer (76%) Portable computer (83%) Digital camera (82%) Smartphone (86%) Tied: Portable computer and smartphone (84% each) Desktop (78%) Tied: On-ear headphones and desktop (81% each) 3 Digital camera (69%) Tied: Digital camera and smartphone (77% each) Portable computer (78%) Portable computer (83%) Digital camera (81%) Smartphone (80%) Cell phone (not smartphone. research. 80%) 4 Desktop (69%) Tied: HDTV and video game console (62% each) Desktop (70%) Tied: Desktop and digital camera (81% each) Tied: Desktop and on-ear headphones (78% each) Tied: On-ear headphones.S. notebooks or netbooks) and digital cameras. ranging from 98% of online Spaniards (the highest of any market surveyed) to 86% of online Israelis (the lowest). The other top five technology products owned and used in every surveyed market include portable computers (laptops. Figure 3: Top 5 Technology Devices Used/Owned Rank U. Sweden Norway Denmark Finland 1 TV (95%) TV (95%) TV (96%) TV (96%) TV (96%) TV (94%) 2 Portable computer (80%) Digital camera (85%) Smartphone (87%) Portable computer (91%) Digital camera (81%) Portable computer (84%) 3 Tied: On-ear headphones and digital camera (78% each) On-ear headphones (84%) Portable computer (83%) Digital camera (84%) Portable computer (80%) Digital camera (79%) 4 Desktop (70%) Tied: Portable computer and cell phone (not smartphone. U.K. we find a strong presence in many markets. portable computer and digital camera (73% each) Portable computer (77%) 5 HDTV (66%) Video game console (62%) Smartphone (67%) On-ear headphones (80%) MP3 Player (72%) Cell phone (not smart) 56% Digital camera (66%) Rank Poland Czech Rep. Other markets have lower incidence of tablet ownership with roughly three in ten online French (34%) and one in four online Czechs and Finns (26%) reporting tablet ownership/use.CE. two in five online Chinese households report they use and/or own tablet (41%) as do Britons (43%). Danes (44%) and Americans (41%). For example. Israelis (46%). 82% each) Digital camera (79%) Tied: Smartphone and on-ear headphones (80% each) Smartphone (78%) Smartphone (68%) 5 MP3 player (59%) Desktop (74%) Desktop (66%) MP3 player (62%) Tied: MP3 player and HDTV (54% each) Desktop (58%) Source: Global Consumer Technology Trends (2013) Q3: Which of the following technology devices do you personally use? Q3A: Which of the following technology devices do you currently have in your household? © 2014 Consumer Electronics Association (CEA®).Global Consumer Technology Trends: Cross Market Brief APRIL 2014 Technology Owned and Used The television is the most frequently owned and used technology product in every market CEA surveyed.org .

7 Norway Sweden China Israel 8. Russia 8.4 Finland 6.S.5 Poland 7.4 8. Swedes (8.7 7. online Czechs and Russians cite assisting with work life as a top purchase driver.7. followed by online Norwegians (8. what are the top 3 reasons for wanting to purchase consumer electronics devices? © 2014 Consumer Electronics Association (CEA®). Discrete Product (17 Surveyed) Market Spain 9. consumers share a host of motivations to purchase technology devices. All rights reserved. Chinese (8. online consumers say entertainment. Czech Republic 7.6 8. with online Spaniards reporting they own or use the most technology products at 9. In addition.S.K. Online Finns report owning and/or using the fewest consumer technologies of any market CEA surveyed.2 U. Figure 4: Technology Purchase Drivers Rank U.CE.9 France Denmark U.5 7.1 7.5 Source: Global Consumer Technology Trends (2013) Q3: Which of the following technology devices do you personally use? Q3A: Which of the following technology devices do you currently have in your household? Technology Purchase Drivers Regardless of nationality.4). being connected to the Internet and making life easier are top reasons for purchase across markets. with an average of 6.2 8.5 per household.1).6 7. making life more enjoyable.K. When asked to rank their top reasons for wanting to purchase technology.org . research. Entertainment specifically is among the top three reasons for purchasing technology in 10 out of 13 markets surveyed and ranks as first for eight of the ten markets. Israelis (8. Norway Sweden Denmark Finland 1 To make life easier To make life easier To keep me entertained To keep me entertained To keep me entertained To keep me entertained 2 To make life more enjoyable To help me stay informed To keep me connected to the Internet To make life more enjoyable To keep me connected to the Internet To keep me connected to the Internet 3 To keep me connected to the Internet To assist in my work life To help me stay informed To keep me connected to the Internet To help me stay informed To make life more enjoyable Source: CEA Global Consumer Technology Trends (2013) Base: Online adults Q5: In general. France Israel Spain China Russia 1 To keep me entertained To keep me entertained To keep me entertained To make life more enjoyable To keep me entertained To make life more enjoyable To keep me connected to the Internet 2 To make life more enjoyable To make life more enjoyable To make life easier To make life easier To make life more enjoyable To make life easier To assist in my work life 3 To keep me connected to the Internet To keep me connected to the Internet To keep me connected to the Internet To keep me entertained To make life easier To keep me entertained To make life more enjoyable Rank Poland Czech Rep.6).2) and Britons (8.Global Consumer Technology Trends: Cross Market Brief APRIL 2014 The average number of discrete products varies across markets.2). Figure 4:: Average Number of Discrete Products Owned Avg. U.

060 (3.165 RB) $1.270 (6.8 hours per day on the Internet.418 NOK) $1. All rights reserved. as well as no VAT and a large domestic market which likely helps drive down prices.CE.0 2.077 (€782) Source: Global Consumer Technology Trends (2013) Base: Online adults Q28: Over the past 12 months how much has your household spent on Tech products? Q44: And how much would you say that you have spent personally on consumer electronics products in the past 12 months Internet Use On average. with an average of $1.559 RMB) $1.5 3.729 RB) Poland Czech Rep.S.154 ILS) $620 (€456) $688 (€937) $916 (5. followed by online Chinese adults (3.1 2.4 3. Average Time Spent on the Internet (Hours per Day) Average time spent on Internet per day (hours) Average time spent on Internet per day (hours) U. © 2014 Consumer Electronics Association (CEA®). online adults in the 13 surveyed markets spend approximately 2. Average household spending on technology is lower among online American ($761) and Polish ($730) households.002 PLN) $730 (2.572 RMB) $781 (27. The United States is known for good prices on technology.316 DKK) $1. U. Norway Sweden Denmark Finland 3.0 Poland Czech Rep.6 2. Online Russians spend the most time online per day (4.315 (45.3 3.067 USD) and Israelis ($1.430 SEK) $1.777 (11. In contrast. France Israel Spain China Russia $663 (£404) $1. Self-reported personal spending is highest among online Swedes ($1. Personal spending is comparatively lower among online Americans ($483 USD) and Czechs ($460 USD).K. Personal spending on technology is the highest among online adults in these countries as well.892 (11.270.409 SEK) $767 (4.2 3. This likely stems from a smaller online household population which might be more tech savvy and spend more time online.892 USD).060 USD).6 2. Danes (2.4 2.5 hours).877 DKK) $715 (€519) $1.744 (6. as do online French adults (2. Norwegians ($1.296 CZK) $844 (17.249 (7.org . Swedes ($1.315 USD.051 CZK) $1.067 (6.6 Source: CEA Global Consumer Technology Trends (2013) Base: Online adults Q17: How much time do you spend per day on the Internet? This includes browsing. Figure 5: Technology Spending U. Norwegians (2.S. U. research. online Swedes spend fewer hours per day online (2.Global Consumer Technology Trends: Cross Market Brief APRIL 2014 Technology Spending Spending on technology varies and is likely impacted by taxation (such as VAT) and foreign exchange rates.157 USD).9 4. At a household level. Figure 6.0 hours).6 hours).744 USD) report spending the most in the past 12 months.K.1 3.6 hours). France Israel Spain China Russia 3. Online Russians report a household spending average of $1.241 PLN) $460 (9.9 hours).020 (£622) $698 (€513) $885 (€650) $1. online Norwegians ($1.777 USD) and Israelis ($1.740 ILS) $1.6 hours) and Finns (2.377 NOK) Personal $483 Household $761 Personal Household $1.157 (7.4 hours). email and any other Internet based activities. not far ahead of online Danish households. Norway Sweden Denmark Finland $652 (2.

the global consumer technology market is likely poised for strong future growth. Only in Denmark and Norway are tablets on the top three list of devices used to access the Internet.S.org . we find higher technology spending (both personal and household) in Israel. In fact. further helping to meet consumer connectivity demands. All rights reserved.K. However. Norway and Sweden and lower spending in the Czech Republic and U. Norway Sweden Denmark Finland Portable PC (67%) Desktop (49%) Smartphone (32%) Portable PC (68%) Desktop (57%) Smartphone (32%) Portable PC (75%) Smartphone (61%) Portable PC (70%) Smartphone (70%) Desktop (45%) Portable PC (67%) Smartphone (63%) Portable PC (71%) Smartphone (51%) Desktop (44%) Tablet (36%) Tablet (32%) Source: CEA Global Consumer Technology Trends (2013) Base: Online adults Q18: Which of the following technology devices do you connect to the Internet? Summary Consumer technologies are already extremely popular around the world. France Israel Spain China Russia Portable PC (63%) Desktop (54%) Smartphone (44%) Portable PC (68%) Smartphone (58%) Desktop (40%) Portable PC (62%) Desktop (51%) Smartphone (47%) Smartphone (69%) Portable PC (62%) Desktop (61%) Portable PC (66%) Smartphone (61%) Desktop (56%) Smartphone (63%) Portable PC (58%) Desktop (51%) Desktop (66%) Portable PC (61%) Smartphone (32%) Poland Czech Rep. assisting with work life and making life easier as top purchase drivers. but key products such as smartphones and portable computers (laptop. In fact. consumers around the globe cite entertainment.CE. The television enjoys near universal household penetration. Spending levels are highest in smaller.S. high-tax markets and lowest in the U.S. we expect both household ownership and use of consumer technologies to grow even further. netbooks and notebooks) are the most frequently used devices to access the Internet in most markets. Driven by consumer enthusiasm and increasing Internet access. displacing the desktop PC. U. All told. Spending on technology varies widely (both household and personal) and is impacted in part by taxation and exchange rates.Global Consumer Technology Trends: Cross Market Brief APRIL 2014 Connecting to the Internet Portable PCs (laptops. Smartphones and desktops are also among the top three devices used to access the Internet in most markets. being connected to the Internet. Denmark has the highest household ownership/use of tablets with 44% of online adults reporting the presence of a tablet in their household. tablets are in the top three products online consumers use to connect to the Internet in Norway and Denmark. Figure 7:Connecting to the Internet U. © 2014 Consumer Electronics Association (CEA®). which has lower tax rates and a fiercely competitive market. enjoyment. We find tablets hold a healthy household use/penetration in many markets. netbook and notebook) are a testimony to the increasing consumer demands for connectivity. research. When asked what drives technology purchases.

All percentages in the text. As with any survey.S. VA 22202 Tel: 866-858-1555 or 703-907-7600 Fax: 703-907-7675 Market Research & Library Tel: 703-907-7763 Fax: 703-907-7769 info@CE.org About CEA The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $203 billion U. technical training and education.org. With a rich 75+ year history of market research. this data can be generalized to the entire online adult population for each market.org and non-members can purchase them at http://store. market research. the media and economists. sampling error is only one source of possible error. research. members and professionals within the industry stay on top of trends. Any questions regarding the study should be directed to CEA Market Research staff at info@CE. Sampling error is larger for subgroups of the data. the data was weighted to reflect the known demographics of the population under study.CE.CE. The Consumer Electronics Association is a member of the Marketing Research Association (MRA) and adheres to the MRA’s Code of Marketing Research Standards. Participants had the option to complete the survey in their local language. these terms refer to online consumers or online households. All rights reserved. financial markets. Arlington. More than 2.CE.org Find CEA online at www. All profits from CES are reinvested into CEA's industry services. .The Global Stage for Innovation. While nonsampling error cannot be accurately calculated. CEA also sponsors and manages the International CES . and more likely to be an early adopter The bases shown on all charts and tables are weighted bases. CEA designed this study in its entirety and is responsible for all content contained in this report.org 1919 S.3. Eads St.org. collection and processing of the data to minimize its influence.000 companies enjoy the benefits of CEA membership. CEA's industry knowledge is relied upon by the technology community.CE. industry promotion and the fostering of business and strategic relationships. more affluent. However.Global Consumer Technology Trends: Cross Market Brief APRIL 2014 Methodology The Global Consumer Technology Trends report was designed and formulated by the Consumer Electronics Association (CEA). the results of this study do not necessarily represent the overall populations of these markets. Note: Throughout this report when the consumer or household is referenced.     United States United Kingdom France Spain     Sweden Norway Denmark Finland     Poland  Israel Russia Czech Republic China CEA employed the services of TNS to design and field the survey to consumers. The margin of sampling error at 95% confidence for aggregate results in each market is +/. Keep in mind that online populations in these markets tend to skew younger. CEA Market Research CEA is the authoritative source for consumer technology market research. As a result. CEA offers the following types of market research to help CEA. charts and tables included in this report are also based on weighted data. consumer electronics industry. including legislative advocacy. As is common practice in survey research.6%. precautionary steps were taken in all phases of the survey design. It represents the findings of a quantitative study administered via Internet web form to an online national sample of 750 adults in each of the following markets during August 2013.  Consumer and business-to-business research studies  Economic analysis  Industry sales and forecasts  Statistics on industry shipments © 2014 Consumer Electronics Association (CEA®). CEA Members can access country specific analysis briefs at http://members.