Global Consumer Technology Trends:

Cross Market Briefing

April 2014

Global Consumer Technology Trends: Cross Market Brief

APRIL 2014

Introduction
Consumer electronics (CE) and technologies are popular with consumers across the globe. Fueled by Internet infrastructure and the proliferation of mobile connected devices (especially smartphones and tablets), people around the
world are more connected than ever. As such, increased connectivity has significant implications for policymakers, businesses and citizens alike. The Consumer Electronics Association (CEA) recently conducted consumer research in 13
markets on four continents representing approximately 29% of the worlds population (approximately 2.1 billion people)
and 49% of the worlds GDP (approximately $35.4 trillion) to understand both current trends and the future outlook of
consumer technologies. The survey was conducted online and all results are based on online adult consumers.
Internet access varies by nation and is often driven by a nations wealth and infrastructure development. Household Internet penetration is highest (in the 90% range) in several Nordic countries (Norway, Sweden and Denmark) and in the
U.K. (85%) and Finland (84%). However, less than half of Russian (46%) and Chinese (23%) households have Internet
access, likely due to poor infrastructure and lower household incomes.
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). Based on
self-identified characteristics, we find approximately two in five (40%) online Chinese adults and three in ten (32%)
online Russian adults are either innovators or early adopters, likely due to those online being more predisposed to technology and more affluent. Innovators and early adopters typically propel technology adoption in the greater market given
their likelihood to acquire and try a new technology. In contrast among populations where a majority of citizens are
online, less than one in five online Israelis (12%), Danes (15%), Czechs (15%), Finns (16%), French (17%) or Norwegians (18%) can be classified as innovators or early adopters.
Based on responses to key technology adoption and social networking
questions, we can also ascertain the
size of the tech influencer population and compare across markets.
Influencers are a population subset
that tend to be connected to the Internet, engaged with the technology
industry, authoritative and opinionated. As such, people tend to listen to
influencers when discussing technology. We find only one in ten (10%)
online Chinese adults can be classified as influencers, the lowest percentage of any market surveyed, but
on par with online Russians (13%).
This is likely driven by smaller online
populations in both countries.

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). All rights reserved. research.CE.org

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, 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, notebooks or netbooks) and digital cameras. While tablets are not in the top five list of technologies owned and/or used, we find a strong
presence in many markets. For example, two in five online Chinese households report they use and/or own tablet (41%)
as do Britons (43%), Israelis (46%), Danes (44%) and Americans (41%). 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.
Figure 3: Top 5 Technology Devices Used/Owned

Rank

U.S.

U.K.

France

Israel

Spain

China

Russia

TV (95%)

TV (97%)

TV (96%)

TV (86%)

TV (98%)

TV (95%)

TV (93%)

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)

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;
80%)

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,
portable computer and digital camera
(73% each)

Portable computer (77%)

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.

Sweden

Norway

Denmark

Finland

TV (95%)

TV (95%)

TV (96%)

TV (96%)

TV (96%)

TV (94%)

Portable
computer
(80%)

Digital
camera
(85%)

Smartphone
(87%)

Portable
computer
(91%)

Digital camera
(81%)

Portable
computer (84%)

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%)

Desktop
(70%)

Tied: Portable computer

and cell
phone
(not
smartphone;
82% each)

Digital camera
(79%)

Tied:
Smartphone
and on-ear
headphones
(80% each)

Smartphone
(78%)

Smartphone
(68%)

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). All rights reserved. research.CE.org

Global Consumer Technology Trends: Cross Market Brief

APRIL 2014

The average number of discrete products varies across markets, with online Spaniards reporting they own or use the
most technology products at 9.7, followed by online Norwegians (8.6), Swedes (8.4), Chinese (8.2), Israelis (8.2) and
Britons (8.1). Online Finns report owning and/or using the fewest consumer technologies of any market CEA surveyed,
with an average of 6.5 per household.
Figure 4:: Average Number of Discrete Products Owned

Avg. Discrete Product

(17 Surveyed)

Market
Spain

9.7

Norway
Sweden
China
Israel

8.6
8.4
8.2
8.2

U.K.
Russia

8.1
7.9

France
Denmark
U.S.
Czech Republic

7.7
7.6
7.5
7.5

Poland

7.4

Finland

6.5

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, consumers share a host of motivations to purchase technology devices. When asked to rank
their top reasons for wanting to purchase technology, online consumers say entertainment, making life more enjoyable,
being connected to the Internet and making life easier are top reasons for purchase across markets. 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. In addition, online Czechs and Russians cite assisting with work life as a top purchase driver.
Figure 4: Technology Purchase Drivers

Rank

U.S.

U.K.

France

Israel

Spain

China

Russia

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

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

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.

Norway

Sweden

Denmark

Finland

To make life
easier

To make life
easier

To keep me
entertained

To keep me
entertained

To keep me
entertained

To keep me
entertained

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

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, what are the top 3 reasons for wanting to purchase consumer electronics devices?

2014 Consumer Electronics Association (CEA). All rights reserved. research.CE.org

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. The United
States is known for good prices on technology, as well as no VAT and a large domestic market which likely helps drive
down prices. Self-reported personal spending is highest among online Swedes ($1,157 USD), Norwegians ($1,067 USD)
and Israelis ($1,060 USD). Personal spending is comparatively lower among online Americans ($483 USD) and Czechs
($460 USD).
At a household level, online Norwegians ($1,892 USD), Swedes ($1,777 USD) and Israelis ($1,744 USD) report spending the most in the past 12 months. Personal spending on technology is the highest among online adults in these countries as well. Online Russians report a household spending average of $1,315 USD, not far ahead of online Danish
households, with an average of $1,270. Average household spending on technology is lower among online American
($761) and Polish ($730) households.
Figure 5: Technology Spending

U.S.

U.K.

France

Israel

Spain

China

Russia

$663
(404)
$1,020
(622)

$698
(513)
$885
(650)

$1,060
(3,740 ILS)
$1,744
(6,154 ILS)

$620
(456)
$688
(937)

$916
(5,559 RMB)
$1,249
(7,572 RMB)

$781
(27,165 RB)
$1,315
(45,729 RB)

Poland

Czech Rep.

Norway

Sweden

Denmark

Finland

$652
(2,002
PLN)
$730
(2,241
PLN)

$460
(9,296
CZK)
$844
(17,051
CZK)

$1,067
(6,418
NOK)
$1,892
(11,377
NOK)

Personal

$483

Household

$761

Personal
Household

$1,157
(7,430 SEK)
$1,777
(11,409
SEK)

$767
(4,316
DKK)
$1,270
(6,877
DKK)

$715
(519)
$1,077
(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, online adults in the 13 surveyed markets spend approximately 2.8 hours per day on the Internet. Online
Russians spend the most time online per day (4.0 hours), followed by online Chinese adults (3.9 hours). This likely
stems from a smaller online household population which might be more tech savvy and spend more time online. In contrast, online Swedes spend fewer hours per day online (2.4 hours), as do online French adults (2.5 hours), Norwegians
(2.6 hours), Danes (2.6 hours) and Finns (2.6 hours).
Figure 6; 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.S.

U.K.

France

Israel

Spain

China

Russia

3.4

3.1

2.5

3.3

3.1

3.9

4.0

Poland

Czech Rep.

Norway

Sweden

Denmark

Finland

3.2

3.0

2.6

2.4

2.6

2.6

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, email and any other Internet
based activities.

2014 Consumer Electronics Association (CEA). All rights reserved. research.CE.org

Global Consumer Technology Trends: Cross Market Brief

APRIL 2014

Connecting to the Internet

Portable PCs (laptops, netbooks and notebooks) are the most frequently used devices to access the Internet in most
markets. Smartphones and desktops are also among the top three devices used to access the Internet in most markets.
Only in Denmark and Norway are tablets on the top three list of devices used to access the Internet. In fact, Denmark
has the highest household ownership/use of tablets with 44% of online adults reporting the presence of a tablet in their
household.
Figure 7:Connecting to the Internet

U.S.

U.K.

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.

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. Driven by consumer enthusiasm and increasing Internet access, we expect both household ownership and use of consumer technologies to grow even further. The
television enjoys near universal household penetration, but key products such as smartphones and portable computers
(laptop, netbook and notebook) are a testimony to the increasing consumer demands for connectivity. We find tablets
hold a healthy household use/penetration in many markets, further helping to meet consumer connectivity demands. In
fact, tablets are in the top three products online consumers use to connect to the Internet in Norway and Denmark, displacing the desktop PC. When asked what drives technology purchases, consumers around the globe cite entertainment, enjoyment, being connected to the Internet, assisting with work life and making life easier as top purchase drivers.
Spending on technology varies widely (both household and personal) and is impacted in part by taxation and exchange
rates. Spending levels are highest in smaller, high-tax markets and lowest in the U.S. which has lower tax rates and a
fiercely competitive market. However, we find higher technology spending (both personal and household) in Israel, Norway and Sweden and lower spending in the Czech Republic and U.S. All told, the global consumer technology market is
likely poised for strong future growth.

2014 Consumer Electronics Association (CEA). All rights reserved. research.CE.org

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). 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.

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. Participants had the option to complete
the survey in their local language.
The margin of sampling error at 95% confidence for aggregate results in each market is +/- 3.6%. Sampling error is larger for subgroups of the data. As with any survey, sampling error is only one source of possible error. While nonsampling error cannot be accurately calculated, precautionary steps were taken in all phases of the survey design, collection and processing of the data to minimize its influence.
As is common practice in survey research, the data was weighted to reflect the known demographics of the population
under study. As a result, this data can be generalized to the entire online adult population for each market. However, the
results of this study do not necessarily represent the overall populations of these markets. Keep in mind that online populations in these markets tend to skew younger, more affluent, and more likely to be an early adopter
The bases shown on all charts and tables are weighted bases. All percentages in the text, charts and tables included in
this report are also based on weighted data.
Note:
Throughout this report when the consumer or household is referenced, these terms refer to online consumers or online
households.
The Consumer Electronics Association is a member of the Marketing Research Association (MRA) and adheres to the
MRAs Code of Marketing Research Standards.
CEA designed this study in its entirety and is responsible for all content contained in this report. Any questions regarding
the study should be directed to CEA Market Research staff at info@CE.org.

CEA Members can access country specific analysis briefs at http://members.CE.org and
non-members can purchase them at http://store.CE.org
About CEA
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $203 billion
U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion and the fostering of business and
strategic relationships. CEA also sponsors and manages the International CES - The Global Stage for Innovation. All
profits from CES are reinvested into CEA's industry services.
CEA Market Research
CEA is the authoritative source for consumer technology market research. With a
rich 75+ year history of market research, CEA's industry knowledge is relied upon
by the technology community, financial markets, the media and economists.
CEA offers the following types of market research to help CEA, members and
professionals within the industry stay on top of trends.
Consumer and business-to-business research studies
Economic analysis
Industry sales and forecasts
Statistics on industry shipments

2014 Consumer Electronics Association (CEA). All rights reserved. research.CE.org

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