Arlington, VA—A new study released by the Consumer Electronics Association (CEA), the 12th Annual Household CE Ownership and Market Potential Study, reveals that the average U.S. household spent $1,380 on consumer electronics (CE) in the past 12 months, marking an increase of 12 percent. The average household reported owning 25 CE products, two more than last year.
The study also shows that individual consumer spending is up 10 percent from the previous 12 month period, with the average adult spending $794. Women spent more on CE products than they did the prior year but still trail men in spending. “Women spent, on average, $631 on consumer electronics, up $73 from 2009. Men report personally spending $969 in the past 12 months, up $67 from the year before,” according the study’s findings.
“Consumer electronics continues to be a bright spot as spending increased despite a tough year for the overall economy,” said Brian Markwalter, CEA’s vice president of research and standards. “As consumer confidence climbs, along with the desire to own the latest technologies, consumers will continue to view CE products as necessities in their lives.”
The annual CEA study found that video products continue to be the top CE device consumers own: 65 percent of U.S. homes own at least one HDTV, an increase of 13 percent from last year, with consumers buying HDTVs as secondary sets. And nearly one in four households said they plan to buy a new HDTV in the coming 12 months.
Ownership of computers also continues to increase. “Currently, 86 percent of U.S. households own at least one computer, making it the third most owned CE product category behind televisions and DVD players. The popularity of netbooks, owned by 12 percent of U.S. households, and laptops, now owned by most households (58 percent), is helping drive the computer category,” reports the CEA.
The 12th Annual Household CE Ownership and Market Potential Study (May 2010) was conducted between January 28 and February 1, 2010. It was designed and formulated by CEA Market Research and is available free to CEA member companies at members.CE.org. Nonmembers may purchase the study for $999 at myCEA.CE.org.
