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Consumer electronics in 2025: The big picture
Volume sales of consumer electronics in the US are declining slightly in 2025. The year is widely viewed as a return to stability for an industry that has reached maturity. Much of the volume growth in higher value segments comes from replacement purchases, either because products have reached the end of their lifecycle or as part of the established smartphone replacement cycle, where Apple and Samsung remain the leading players.
2025 key trends
Large manufacturers are holding their ground in terms of share, but they are increasingly pursuing new strategies to sustain growth. This includes building services, subscriptions and add-on ecosystems around core product lines. Earbuds continue to be packaged as add-ons, but wearables and home-focused functionality are gaining more attention as companies look for ways to increase consumer loyalty through personalised integration across daily life.
Competitive landscape
Apple and Samsung continue to lead consumer electronics in the US. Apple’s iPhone, iPad and related accessories and Samsung’s Galaxy line remain the most entrenched products in smartphones and tablets. This balance shows little sign of immediate change, with both companies reliant on their annual refresh and replacement cycles to sustain sales. Accessories, wearables and headphones continue to compete for a share of each company’s user base, as complementary products like smart watches or smart rings require strong data connections to realise their full value.
Channel developments
Retail e-commerce continues to be the leading distribution channel for consumer electronics in 2025, with volume share remaining steady. Although the channel is in slight decline in 2025, it is nonetheless the most important route to purchase because of convenience and accessibility.
What next for consumer electronics?
Volume sales of overall consumer electronics are expected to remain stagnant over the forecast period, and only marginally positive growth is predicted from 2026-27. In terms of innovation, AI is now at a tipping point, with manufacturers embedding neural processing units directly into motherboards to enhance local AI performance and reduce dependence on cloud computing. Phones, tablets and smaller devices are expected to follow, creating an industry-wide value shift where AI integration becomes an expected feature rather than a premium add-on.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in the US
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
Table 1 Sales of Consumer Electronics by Category: Volume 2020-2025
Table 2 Sales of Consumer Electronics by Category: Value 2020-2025
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2020-2025
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2021-2025
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2022-2025
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2020-2025
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2025-2030
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2025-2030
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2025-2030
DISCLAIMER
Summary 1 Research Sources
Computers and Peripherals in the US
KEY DATA FINDINGS
Volume sales rise amid increasing AI integration
Lack of new entrants allows Dell, HP and Apple to maintain leadership
E-commerce continues to lead distribution amid renewed interest in in-person shopping, while players invest more in optimal gameplay
Future growth prospects hampered by despite disruptive interventions
Increased AI adoption set to push replacement rates even more, as impact of gaming continues
NPUs and chipset updates should support future growth
Table 12 Sales of Computers and Peripherals by Category: Volume 2020-2025
Table 13 Sales of Computers and Peripherals by Category: Value 2020-2025
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2020-2025
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2020-2025
Table 16 Sales of Computers by Category: Business Volume 2020-2025
Table 17 Sales of Computers by Category: Business Value MSP 2020-2025
Table 18 Sales of Computers by Category: Business Volume Growth 2020-2025
Table 19 Sales of Computers by Category: Business Value MSP Growth 2020-2025
Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2021-2025
Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2022-2025
Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2020-2025
Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2025-2030
Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2025-2030
Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2025-2030
Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2025-2030
Table 27 Forecast Sales of Computers by Category: Business Volume 2025-2030
Table 28 Forecast Sales of Computers by Category: Business Value MSP 2025-2030
Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2025-2030
Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2025-2030
In-Car Entertainment in the US
KEY DATA FINDINGS
Factory-installed systems and smartphone integration drive decline in volume sales
Kenwood maintains overall leadership within a stable competitive landscape
E-commerce dominates distribution as digital-first drives demand
Persistent decline forecast as factory systems improve
Generational declines in car ownership will further undermine future demand
Niche demand offers limited support for in-car entertainment
Table 31 Sales of In-Car Entertainment by Category: Volume 2020-2025
Table 32 Sales of In-Car Entertainment by Category: Value 2020-2025
Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2020-2025
Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2020-2025
Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2021-2025
Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2022-2025
Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2020-2025
Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2025-2030
Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2025-2030
Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2025-2030
Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2025-2030
Home Audio and Cinema in the US
KEY DATA FINDINGS
Home audio continues its downward trend in 2025
Sony’s brand recognition ensures player maintains overall leadership
E-commerce at the forefront, though store-based retail still has room to
Smaller homes and pricing concerns continue to hamper growth, though nostalgia for vinyl may provide some relief
Competition from affordable East Asian brands could revitalise the landscape pending tariff impact and fallout
Manufacturers should look to improve sizing and immersion
Table 42 Sales of Home Audio and Cinema by Category: Volume 2020-2025
Table 43 Sales of Home Audio and Cinema by Category: Value 2020-2025
Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2020-2025
Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2020-2025
Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2021-2025
Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2022-2025
Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2021-2025
Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2025-2030
Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2025-2030
Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2025-2030
Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2025-2030
Home Video in the US
KEY DATA FINDINGS
OLED TVs drives growth in home video in 2025
Samsung overtakes TCL to lead a landscape marked by polarisation in pricing
E-commerce remains favoured channel for home video purchases
Growth in televisions set to remain flat as tariffs create disruptive context
OLED TVs will see further growth, while LCD options will remain popular with budget-strained consumers
8K, mini-LED, and QLED televisions on the horizon with AI set to expand
Table 53 Sales of Home Video by Category: Volume 2020-2025
Table 54 Sales of Home Video by Category: Value 2020-2025
Table 55 Sales of Home Video by Category: % Volume Growth 2020-2025
Table 56 Sales of Home Video by Category: % Value Growth 2020-2025
Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2020-2025
Table 58 NBO Company Shares of Home Video: % Volume 2021-2025
Table 59 LBN Brand Shares of Home Video: % Volume 2022-2025
Table 60 Distribution of Home Video by Channel: % Volume 2020-2025
Table 61 Forecast Sales of Home Video by Category: Volume 2025-2030
Table 62 Forecast Sales of Home Video by Category: Value 2025-2030
Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2025-2030
Table 64 Forecast Sales of Home Video by Category: % Value Growth 2025-2030
Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2025-2030
Wireless Headphones in the US
KEY DATA FINDINGS
Wireless headphones sees temporary slowdown as pricing trends diverge
Apple leads, and Motorola launches premium earbuds in collaboration with Swarovski
E-commerce dominates as hypermarkets and warehouse clubs gain ground
Lifestyle integration will define the next era of wireless headphones
Push towards premium continues to shape category dynamics
Battery life and charging innovation to remain competitive battlegrounds
Table 66 Sales of Wireless Headphones by Category: Volume 2020-2025
Table 67 Sales of Wireless Headphones by Category: Value 2020-2025
Table 68 Sales of Wireless Headphones by Category: % Volume Growth 2020-2025
Table 69 Sales of Wireless Headphones by Category: % Value Growth 2020-2025
Table 70 NBO Company Shares of Wireless Headphones: % Volume 2021-2025
Table 71 LBN Brand Shares of Wireless Headphones: % Volume 2022-2025
Table 72 Distribution of Wireless Headphones by Channel: % Volume 2020-2025
Table 73 Forecast Sales of Wireless Headphones by Category: Volume 2025-2030
Table 74 Forecast Sales of Wireless Headphones by Category: Value 2025-2030
Table 75 Forecast Sales of Wireless Headphones by Category: % Volume Growth 2025-2030
Table 76 Forecast Sales of Wireless Headphones by Category: % Value Growth 2025-2030
Imaging Devices in the US
KEY DATA FINDINGS
Imaging devices faces shrinking demand but hold values through premiumisation
Tariffs fuel pricing volatility and consumer caution in 2025
E-commerce and social media selling platforms slowly reshape distribution
Nostalgia and aesthetic appeal will drive renewed interest in compact cameras
Digital camcorders set to see persistent struggles
AI as driving force behind the evolution of imaging devices
Table 77 Sales of Imaging Devices by Category: Volume 2020-2025
Table 78 Sales of Imaging Devices by Category: Value 2020-2025
Table 79 Sales of Imaging Devices by Category: % Volume Growth 2020-2025
Table 80 Sales of Imaging Devices by Category: % Value Growth 2020-2025
Table 81 NBO Company Shares of Imaging Devices: % Volume 2021-2025
Table 82 LBN Brand Shares of Imaging Devices: % Volume 2022-2025
Table 83 Distribution of Imaging Devices by Channel: % Volume 2020-2025
Table 84 Forecast Sales of Imaging Devices by Category: Volume 2025-2030
Table 85 Forecast Sales of Imaging Devices by Category: Value 2025-2030
Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2025-2030
Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2025-2030
Mobile Phones in the US
KEY DATA FINDINGS
Smartphones drives growth in mobile phones in 2025
Apple retains leadership with Samsung in second place
E-commerce remains biggest distribution channel
Tariff strategies will have biggest impact on mobile phones
Mobile phones embrace AI and look to power its functionality
Brands set to leverage wearables for added value as foreign entrants continue to permeate
Table 88 Sales of Mobile Phones by Category: Volume 2020-2025
Table 89 Sales of Mobile Phones by Category: Value 2020-2025
Table 90 Sales of Mobile Phones by Category: % Volume Growth 2020-2025
Table 91 Sales of Mobile Phones by Category: % Value Growth 2020-2025
Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2022-2025
Table 93 NBO Company Shares of Mobile Phones: % Volume 2021-2025
Table 94 LBN Brand Shares of Mobile Phones: % Volume 2022-2025
Table 95 Distribution of Mobile Phones by Channel: % Volume 2020-2025
Table 96 Forecast Sales of Mobile Phones by Category: Volume 2025-2030
Table 97 Forecast Sales of Mobile Phones by Category: Value 2025-2030
Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2025-2030
Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2025-2030
Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2025-2030
Portable Players in the US
KEY DATA FINDINGS
Portable players faces accelerated decline as relevance fades
Amazon maintains leadership in a shrinking portable players market
E-commerce holds steady as the dominant channel for portable players
Marshall raises the bar with feature-rich Kilburn III
Innovation breathes life into wireless speakers
Importance of niche positioning and strategic targeting, with audio books set to disrupt e-readers
Table 101 Sales of Portable Players by Category: Volume 2020-2025
Table 102 Sales of Portable Players by Category: Value 2020-2025
Table 103 Sales of Portable Players by Category: % Volume Growth 2020-2025
Table 104 Sales of Portable Players by Category: % Value Growth 2020-2025
Table 105 NBO Company Shares of Portable Players: % Volume 2021-2025
Table 106 LBN Brand Shares of Portable Players: % Volume 2022-2025
Table 107 Distribution of Portable Players by Channel: % Volume 2020-2025
Table 108 Forecast Sales of Portable Players by Category: Volume 2025-2030
Table 109 Forecast Sales of Portable Players by Category: Value 2025-2030
Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2025-2030
Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2025-2030
Wearable Electronics in the US
KEY DATA FINDINGS
Wearable electronics faces short-term pressures before forecast rebound
Smart wearables accounts for most sales amid volume pressure and price gains
E-commerce remains the cornerstone of wearable electronics sales
AI integration will continue to transform the wearable experience
Smart rings and new form factors set to drive next wave of growth
The future of wearables is specialised and personalised
Table 112 Sales of Wearable Electronics by Category: Volume 2020-2025
Table 113 Sales of Wearable Electronics by Category: Value 2020-2025
Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2020-2025
Table 115 Sales of Wearable Electronics by Category: % Value Growth 2020-2025
Table 116 NBO Company Shares of Wearable Electronics: % Volume 2021-2025
Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2022-2025
Table 118 Distribution of Wearable Electronics by Channel: % Volume 2020-2025
Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2025-2030
Table 120 Forecast Sales of Wearable Electronics by Category: Value 2025-2030
Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2025-2030
Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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