Most Consumers Expect to Buy a Mobile Phone Over Next 3 Years

A study commissioned by the Consumer Electronics Association (CEA) has reported 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.

The report focuses on nine countries: Brazil, Canada, China, India, Japan, Mexico, Russia, Turkey and the United States. The complete report is available free to CEA member companies.

Posted to the site on 18th November 2007