CEA: Women, Other Groups Becoming More Likely to Use Consumer Electronics

According to the Consumer Electronics Association's (CEA's) "Five Consumers to Watch: An In-Depth Look at Emerging Consumer Groups in the CE Marketplace" study, a growing variety of people are embracing the consumer electronics culture. CEA reported that women, African-Americans, Hispanics, teens, and seniors in the United States are becoming more likely to use consumer electronics. CEA's study provides detailed information about the attitudes, purchase considerations, decision influences, purchase channels, current product ownership, and future purchase intent of five consumer groups. Here are some of the findings:

Women
·Women are involved in 89 percent of all consumer electronics purchase decisions.

·Eighty-four percent of women believe that new technologies can help improve their lives.

·Forty-eight percent of women age 18–34 own a digital camera.

African-Americans

·Forty percent of African-American adult consumers plan to purchase a wireless phone within the next 12 months, compared with just 31 percent of the general population.

·Seventy-three percent of African-American consumers believe technology has the potential to help people overcome economic and social disadvantages.

·Twenty-three percent of African-American men own a laptop computer, compared with 21 percent of all consumers.

Hispanics

·Twelve percent of Hispanic households have satellite radio service, compared with 4 percent of general households in the survey.

·Seventy-six percent of Hispanic consumers in the believe products that incorporate the newest technologies are much more convenient to use.

·Forty-six percent of Hispanic households in the have a camcorder, compared with 38 percent of general households.

Teens

·Ninety-one percent of teens age 13–17 have purchased a consumer electronics product within the past 12 months, compared with 82 percent of all adults.

·Seventy-nine percent of all teens age 13–17 say they can usually figure out new high-tech products without help from others.

·Thirty-eight percent of teens plan to purchase a wireless phone within the next 12 months; 26 percent plan to purchase a digital camera.

Seniors

·Seventy-six percent of all seniors age 55 and older have made a consumer electronics purchase in the past 12 months.

·Seventy-nine percent of seniors age 75 and older say new security technologies like alarms and integrated surveillance systems make them feel safer.

·Seventeen percent of senior households age 55 and older own a High-Definition Television (HDTV).