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By: Eileen Bevis

To gauge which devices consumers would buy if they were given US$1000 to spend on electronics, Passport Survey reached out to Euromonitor International’s global network of analysts from 80+ countries.

Overview

Electronic devices such as smartphones, tablets and laptops have become must-have items on holiday wish lists around the world. With so many gadgets in the marketplace – and new ones hitting the shelves every day – deciding which device to put at the top of the list can be a challenge. In order to understand which consumer electronic devices are the most sought after, Passport Survey reached out via Analyst Pulse survey to Euromonitor analysts in over 80 countries with a simple question: what device would you buy if you had an extra US$1000?

Which electronics top 2014 wish lists?

When it comes to consumer electronics, mobility matters. Analysts would be most inclined to splurge on devices that are portable in nature: premium tablets and smartphones came in at the top of the list, earning 36% and 32%, respectively, of analyst votes (by comparison, just 11% of analysts said they would spend the money on a large television, the top non-portable choice). Premium laptops and smartwatches – both also quite portable – rounded out the top four items on analyst wish lists. Twenty percent of analysts selected the latter item, suggesting that smartwatches may quickly be finding more mainstream appeal, particularly with the release of the Apple Watch looming on the horizon.

Consumer Electronics Preferences

Survey-1

Source:    Euromonitor International Analyst Survey – Analyst Pulse; October 2014

Note:  Showing percent of analysts selecting the listed electronic device(s) as one they would purchase if given US$1000 to spend. Sample prices for each product listed in the survey were as follows: Premium tablet – US$300, Premium smartphone – US$600, Premium laptop – US$1000, Smartwatch – US$250, Portable speakers with Bluetooth connection – US$100, Economy laptop – US$400, Digital camera – US$400, Large television – US$750, Economy smartphone – US$200, Gaming system console – US$400, Economy tablet – US$150, Economy/small television – US$400, Economy desktop computer – US$400, Premium desktop computer – US$1000.

 

Men want to game while women point and shoot

Men and women’s electronics wish lists have much in common. Premium tablets, premium smartphones, premium laptops and smartwatches are at the top of the list for all. However, certain items appeal more to one gender than the other. Female analysts were twice as likely to select digital cameras as their indulgence of choice, indicating that women are more interested in capturing life’s special moments. Men, it seems, would rather capture the highest score in Grand Theft Auto or the like: male analysts were nearly six times more likely than their female Tweet-Thiscounterparts to say they would splurge on a gaming console.

Consumer Electronics Preferences, by Gender

Survey-2

Source:    Euromonitor International Analyst Survey – Analyst Pulse; October 2014

Note:        Showing percent of analysts selecting the listed electronic device(s) as one they would purchase if given US$1000 to spend.

 

Even smartphone owners want another smartphone

Many consumers have become so dependent on their electronic gadgets they consider those devices to be a loyal companion…until a newer and better version comes along. Indeed, nearly one third of analysts who already own a smartphone would purchase a new premium smartphone if money was no object. Companies and brands developing smartphones and other technology devices can use this information to recognise that consumers want to upgrade but are usually budget-constrained. Indeed, new models with good features and low-to-mid-tier price points will likely do better than new models with all the bells and whistles and high price points.

Consumer Electronics Preferences among Smartphone Owners

Survey-3

Source:    Euromonitor International Analyst Survey – Analyst Pulse; October 2014

Note:        Showing percent of analysts who own a smartphone who selected each of the listed electronic device(s) as one they would purchase if given US$1000 to spend.

Those wishing for a smartphone prefer Apple and Samsung

Apple and Samsung currently dominate global smartphone sales (both companies sold well over 100 million smartphones in 2013) and survey results suggest that both brands will remain popular with consumers in the year ahead. When respondents who indicated they would spend US$1000 on a smartphone were asked which brand they would buy, analysts overwhelmingly selected Apple and Samsung. Falling behind these two smartphone giants are brands such as Motorola, LG, and Sony.

Brand Preferences among Analysts Interested in a Smartphone Purchase

Survey-4

Electronics for this holiday season and beyond

Though few will actually be handed US$1000 to spend however they please, plenty of consumers would love to unwrap a new electronic device this holiday season. These findings indicate that those hoping to receive new gadgets as gifts (or simply buy one for themselves) are primarily interested in mobile devices, namely tablets, laptops, smartphones and smartwatches. For those waiting until the last minute to do their holiday shopping, keep in mind that women may also be pining for a new digital camera, while many men will be happy to find a gaming console under the gift wrap.

Looking beyond the upcoming holidays, the strong interest in smartwatches combined with consumers’ willingness to spend on upgraded versions of products they already own suggests there will be plenty of demand for newer, faster, more innovative gadgets in the coming year.

 

Introduction to Analyst Pulse surveys

In 2011, Euromonitor International began designing, executing and analysing its own surveys in order to expand its trusted global research.  This is part of a series of articles presenting the results of its Analyst Pulse surveys.  In Analyst Pulse surveys, Passport Survey reaches out to Euromonitor’s network of in-country analysts and in-house researchers around the world in order to find out more about current consumer attitudes and habits on a wide variety of topics, from economic outlook to daily activities. The Survey team collaborates with Euromonitor industry managers to identify topics and design questions. In October 2014, 232 researchers answered questions indicating the types of technology devices they would purchase assuming they had an extra US$1000 given to them to spend on any electronic device of their choice.

More on the sample: Our global analyst network

Analyst Pulse survey results differ from other survey data cited on Passport Survey (eg, findings from the Global Consumer Trends or Global Youth surveys) and should be interpreted with some caution.  Analyst Pulse responses reflect the opinions and habits of several hundred of Euromonitor International’s in-country analysts and in-house researchers around the world.  As such, results reflect a great degree of geographic, economic, and cultural diversity among educated consumers.

On the other hand, Euromonitor International’s researchers do not constitute a random sample of consumers in a given country or across the globe, so their responses do not necessarily represent the opinions of a broader population of consumers.  Passport Survey presents their attitudes and behaviours in order to provide starting points for potential further investigations and sparks of tactical insight.

 

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