Greying Gadgets - How Older Americans Shop For and Use Consumer Electronics

  • ID: 1124393
  • Report
  • Region: United States
  • 377 Pages
  • Consumer Electronics Association, The
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There are millions of consumers aged 50 and over (“Older Americans”) who control billions in disposable income. Technology brands are increasingly seeking out this demographic as they grow in both numbers and economic importance.

This study, conducted jointly by CEA and TNS Compete provides new insights into this unique consumer segment, and reveals:

- Technology usage and overall perceptions of technology

- Which CE products appeal to this demographic and how much they are planning to spend in the next year

- How to reach Older Americans online as they shop for CE products

- Older Americans' preferences for research and purchase channels, and what factors influence their decision-making

- This study is a must read for anyone involved in the manufacturing, marketing, installing or selling of products and/or services to older Americans.
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METHODOLOGY

RESEARCH OBJECTIVES

KEY FINDINGS

MARKET BACKGROUND
Figure 1. U.S. population by age segment.
Figure 2. Population of Older Americans: 2009 ¨C 2020.
Figure 3. Percentage of Americans in each age group that are online.

DETAILED FINDINGS

CE PRODUCT USAGE
Figure 4. Consumer electronics product usage rates across age segments.

TECHNOLOGY USAGE / ATTITUDES
Figure 5. Survey respondents¡¯ agreement with statements about comfort with technology.

ONLINE BEHAVIORS
Figure 6. Online activities performed in the past week.
Figure 7. Likelihood that Older Americans visit website categories, indexed to the average Internet user.

PERCEPTIONS / ATTITUDES OF CONSUMER ELECTRONICS
Figure 8. Reasons consumers give for frustration with consumer electronics.
Figure 9. Percentage of consumers expressing frustration with specific consumer electronics products.

FUTURE PURCHASE INTENT
Figure 10. Shopper intent to purchase consumer electronics products over the next 12 months (left)
and 5 years (right).
Figure 11. Consumer electronics product©\specific purchase intent over the next 12 months.

SHOPPING BEHAVIORS / ATTITUDES
Figure 12. Consumers¡¯ comfort level with purchasing consumer electronics products.
Figure 13. Unique visitor online interest in consumer electronics products* by Older Americans.
Figure 14. Percentage of consumers who adapt research methods when shopping for consumer electronics products.

CASE STUDY
Figure 15. Unique visitor online interest in dell.com and hp.com.

CONCLUSIONS

APPENDIX

ADDITIONAL FIGURES
Figure 16. Ownership rates of specific consumer electronics products.
Figure 17. Ownership rates of specific consumer electronics products (continued).
Figure 18. Ownership rates of specific consumer electronics products (continued).
Figure 19. Percentage of consumers with intent to purchase each product in the next 12 months.
Figure 20. Percentage of consumers with intent to purchase each product in the next 12 months (continued).
Figure 21. Percentage of consumers with intent to purchase each product in the next 12 months (continued).
Figure 22. Online activities performed in the past week.
Figure 23. Online activities performed in the past week (continued).

ABOUT COMPETE, INC.

ABOUT TNS MEDIA

THE KANTAR GROUP

ABOUT CEA
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