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New CEA Research Reveals CE Industry Trends And Consumer Attitudes Around The World


Essential information for building businesses and refining global strategies is revealed in a new study from the Consumer Electronics Association (CEA)®, which sheds light on consumer attitudes around the world regarding brands, product information sources and retail channels. CEA also released global consumer electronics (CE) sales in aggregate and by major product categories, groundbreaking new data collected in conjunction with GfK, a Germany-based global research firm.

The report, International CE Ownership and Market Potential, focuses on nine countries: Brazil, Canada, China, India, Japan, Mexico, Russia, Turkey and the United States and provides a country-by-country analysis of CE ownership, usage and intent to buy. The survey also studies media consumption and expenditures, shopping processes and the psychographic and cultural differences that influence consumers’ purchasing behaviors around the world.

The study also finds that global CE industry revenues will exceed $600 billion in 2007. In 2007, global sales of mobile phones through retail channels are expected to reach almost one billion units. Sales of televisions are expected to reach nearly 200 million units and more than 100 million computers will be sold.

“Mobile phones, televisions and personal computers currently account for more than half of global CE revenue,” said Tim Herbert, senior director of market research, CEA. “But as other countries continue to adopt newer products, the global CE product mix will shift to include digital imaging and portable entertainment.”

In studying global consumer electronics trends, CEA found that consumers want to be more mobile. This trend is evidenced by purchase intentions over the next three years reflected in the survey. The number one product consumers in most countries expect to buy is a mobile phone, followed by a notebook PC. This reflects the strong desire of consumers to conduct business, manage their personal lives, or to be entertained anywhere at anytime.

“Consumer electronics also elicit very different feelings for people throughout the world,” Herbert said. “For example, in China, consumers feel more control of their lives using CE devices, and in Russia, CE products are strongly associated with fun. In contrast, Brazilians are more likely to associate CE products with a feeling of luxury, while consumers in India feel more connected to the world through their CE products.”

The study also provides valuable information regarding consumer attitudes on brands, information sources and retail channels. When asked, “What is a Brand?,” respondents from India place high importance on global brand recognition and less importance on whether or not the brand was local to the country or manufactured there. In Turkey, consumers place relatively more importance on purchasing brands that were manufactured there.

A majority of the global consumers surveyed view friends and family to be the most influential source of information on consumer electronics products, but respondents in Japan thought displays in stores were most important. In Mexico, manufacturer websites were the most influential source of information.

International CE Ownership and Market Potential (October 2007) was designed and formulated by CEA Market Research. The global consumer electronics revenue figure was calculated in collaboration with GfK. The complete report is available free to CEA member companies. Non-members may purchase the study at


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