CEA Study Reveals Women, Minorities as Emerging Technology Markets
Jan 7, 2004
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According to a study released by the Consumer Electronics Association (CEA), women, African-Americans, Hispanics, teens, and seniors are rapidly adopting consumer electronics products.

The study, Five Consumers to Watch: An In-Depth Look at Emerging Consumer Groups in the CE Marketplace, revealed that women are involved in 89 percent of all consumer electronic purchase decisions. In addition, 84 percent of women believe technology can help improve their lives, and 48 percent, ages 18 to 34, own a digital camera.

Looking at different age-groups, CEA reported that more than 75 percent of all seniors ages 55 and up, have reportedly made a consumer electronic purchase in the past 12 months and 17 percent of senior households own a high-definition television (HDTV). The study also found 91 percent of teens, ages 13 to 17, have purchased a consumer electronics product within the past 12 months, compared to 82 percent of all adults, while 38 percent plan to purchase a wireless phone within the next 12 months. The study revealed 79 percent of teens say they can usually figure out new, high-tech products without assistance.

In regard to ethnicity, the study found 73 percent of African-American consumers believe technology can help people overcome economic and social disadvantages, while 40 percent of African-American adult consumers plan to purchase a wireless phone within the next 12 months, compared to 31 percent of the general population. In addition, 76 percent of U.S. Hispanic consumers believe products with new technologies are more convenient to use, while 12 percent of U.S Hispanic households have satellite radio service, compared to 4 percent of general households.

"Not only does this mark the first time CEA has published a research study with such depth and scope, but the results provide hard proof of what many of us have known for years -- that consumer electronics products are for everyone," said Gary Shapiro, president and CEO of CEA. "Plain and simple, when manufacturers know about their customers, they can make better products. The results from this study provide consumer electronics manufacturers and retailers with the kind of details they need to be more effective."

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