Women, Minorities And Teens Emerging Consumer Technology Fans

Seniors, women, African-Americans, Hispanics, teens are rapidly adopting consumer electronics products. That’s according to a study released by the Consumer Electronics Association. The study is titled: Five Consumers to Watch: An In-Depth Look at Emerging Consumer Groups in the CE Marketplace. It provides information about the attitudes, purchase considerations, decision influences, purchase channels, current product ownership and future purchase intent of these five consumer segments.
“Plain and simple, when manufacturers know about their customers, they can make better products,” stated CEA President/CEO Gary Shapiro. The results from this study provide consumer electronics manufacturers and retailers with the kind of details they need to be more effective.”
Among the study highlights:
* Women are involved in 89 percent of all consumer electronics purchase decisions.
* Forty-eight (48) percent of women age 18-34 own a digital camera.
* 40% of African-American adult consumers plan to purchase a wireless phone within the next 12 months, compared to just 31% of the general population.
* 23% of African-American men own a laptop computer, compared to 21% of all consumers.
*12% of U.S. Hispanic households have satellite radio service, compared to 4% of general households in the survey.
* Some 91% of teens age 13-17 have purchased a consumer electronics product within the past 12 months – significantly higher than all adults (82%).
* More than 76% of all seniors age 55 and up have made a consumer electronics purchase in the past 12 months.
*17% of senior households (age 55 and up) own a high-definition television (HDTV).
A complete copy of the report is available at no cost to CEA members; non-members may purchase the study at www.CE.org/market_research.