Consumers in Emerging Markets Twice As Likely to Buy High-Tech Devices
Jan 11, 2010
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Consumers in emerging markets are twice as likely as those in developed markets to purchase and use consumer technology in the next year and are more willing to pay a premium for “environmentally friendly” consumer electronics products, according to findings of a research report from Accenture.

The Accenture 2010 Consumer Electronics Products and Services Usage Report is based on a survey of 16,000 consumers in four “mature” countries (the U.S., Germany, France, and Japan) and four “emerging” countries (China, India, Malaysia, and Singapore). The survey’s main purpose was to identify current and future spending and usage patterns for 19 different consumer technologies, including smartphones, high-definition TVs and computers.

Compared with consumers in mature countries, the report found that consumers in emerging countries are:
• more than two and a half times as likely to buy a smartphone during the next year (52% vs. 20%);
• more than twice as likely to have bought a smartphone in the past year (67% vs. 32%);
• twice as likely to have bought a computer in the past year (40% vs. 20%);
• more than twice as likely to have at least occasionally played video games on handheld devices (58% vs. 28%);
• nearly twice as likely to have at least occasionally connected with people on social networks (69% vs. 38%); and
• significantly more likely to pay a premium for consumer products marketed as being environmentally friendly (84% vs. 50%).

“One of the reasons for this emerging-country growth is the rapid expansion of the middle class with its substantial disposable income,” said Jean-Laurent Poitou, managing director of Accenture’s Electronics & High Tech industry group.

“Furthermore, our research shows that the increased demand for smart connected wireless devices such as smartphones is being driven by social-networking applications,” Poitou added. “Emerging-country consumers use mobile devices more than they do computers to access Internet-enabled applications and services, and consumers in mature countries are also headed in that direction.”

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