Research Reflects Teens’ Growing Appetite for CE Products and Influence Over Household Purchases, Says CEA
Households with teens own a total of 35 non-discrete consumer electronics (CE) products, compared to 24 in non-teen households, according to a research study released this week by the Consumer Electronics Association (CEA). The 8th Annual Household and Teen CE Ownership Study makes clear the considerable influence and persuasion teens have on CE ownership in their homes.
“It’s no surprise that teens today are tech-savvy and knowledgeable about consumer electronics,” said CEA Director of Industry Analysis Sean Wargo. “It’s interesting to note, however, the extent to which teens are beginning to use that information to influence household purchases.”
A review of the top 10 CE products owned by teens shows a heavy emphasis on entertainment. According to research results, the top three planned CE purchases over the next year by teens are an MP3 player (21 percent), wireless handset (14 percent) and a video game console (11 percent). In these product areas, as well as portable game consoles and notebook PCs, there is a strong connection between teens’ purchase intent and that of the household in which they live. The average amount teens allocated to CE purchases over the last year was $667, with teen household spending at nearly $1,500, versus $1,000 for non-teen households.
Study results also help illustrate the level of engagement that teens have with CE products. Of the nearly 50 CE products included in this year’s survey, 88 percent were utilized by at least two-thirds of teen respondents over the past 12 months. Those most utilized included home DVD players, computer speakers and cordless phones. Even the least-used CE products among teens, such as VoIP (voice over Internet protocol) phones, portable GPS devices and rear projection TV, still showed a strong level of engagement.
“Teens’ budding attachment to CE products bodes well for the future of the industry,” notes Wargo. “As their purchasing power increases, their knowledge and level of comfort with technology should have a positive impact on sales across all categories of consumer electronics.”
The 8th Annual Household and Teen CE Ownership Study was conducted in February, 2006. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA). The complete study is available free to CEA member companies. Non-members may purchase the study for $999 at http://www.ce.org/CEAStore.
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 2,100 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA’s members account for more than $125 billion in annual sales. CEA’s resources are available online at http://www.CE.org, the definitive source for information about the consumer electronics industry.
CEA also sponsors and manages the International CES – Defining Tomorrow’s Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.