Consumer electronics is entering a new phase of growth, shaped by shifting expectations and tighter wallets. The emergence of trends such as affordable premium, personalisation and the rise of Chinese challengers shows how brands must innovate and embrace relevance and value to stay competitive.
This report comes in PPT.
Consumers are becoming more value-conscious, opting for mid-tier devices that offer flagship-like features. Brands such as Hisense are gaining share by delivering innovation at accessible price points. Even in developed markets such as Japan, demand for affordable premium remains strong, with Hisense holding 18% of the LCD TV market.
Chinese brands are reshaping global tech markets by focusing on localisation, affordability and design. Transsion leads Nigeria’s smartphones market with a 63% share, while Soundcore is gaining global traction in TWS Earbuds in both developed and emerging markets.
Wearables are evolving beyond the wrist, with smart rings and glasses gaining popularity. The wearables market is projected to grow 32% to USD56.6 billion by 2030. Consumers are increasingly open to trying new brands as wearables become more embedded in daily lives.
Consumers are most comfortable with AI-driven personalisation that enhances convenience without feeling intrusive, making it a powerful tool for brands to drive engagement, loyalty and differentiation in a saturated market.
Sustainability has shifted from a differentiator to a baseline expectation. Consumers now demand energy-efficient, repairable and recyclable devices, but are not always willing to pay more. Brands that lag behind risk reputational damage, regulatory scrutiny and lost sales.
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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