Consumers in Emerging Markets Twice As Likely as Those in Developed Markets to Purchase and Use Consumer Technology in the Next Year, Accenture Study Finds

Emerging-market consumers also more willing to pay a premium for “environmentally friendly” consumer products

NEW YORK; Jan. 5, 2010 – Consumers in emerging markets are twice as likely as those in developed markets to purchase and use consumer technology in the next year and are more willing to pay a premium for “environmentally friendly” consumer electronics products, according to findings of a research report from Accenture (NYSE: ACN).

The Accenture 2010 Consumer Electronics Products and Services Usage Report is based on a survey of 16,000 consumers in four “mature” countries (the United States, Germany, France and Japan) and four “emerging” countries (China, India, Malaysia, and Singapore). The survey’s main purpose was to identify current and future spending and usage patterns for 19 different consumer technologies, including smartphones, high-definition TVs and computers.*

Among the key findings: Compared with consumers in mature countries, consumers in emerging countries are:

“One of the reasons for this emerging-country growth is the rapid expansion of the middle class with its substantial disposable income,” said Jean-Laurent Poitou, managing director of Accenture’s Electronics & High Tech industry group.

“Furthermore, our research shows that the increased demand for smart connected wireless devices such as smartphones is being driven by social-networking applications.

“Emerging-country consumers use mobile devices more than they do computers to access Internet-enabled applications and services, and consumers in mature countries are also headed in that direction.”

To view additional survey data or to obtain a copy of Accenture’s complete report, please visit

* Survey participants were asked about past and future usage of 19 different technologies: mobile/smartphone, mobile phone, web-enabled mobile device, high-definition plasma or LCD TV, computer (desktop or laptop), digital photo camera, digital video camera, netbook, BluRay player, game console, GPS device, portable music player, digital video recorder for TV, portable gaming device, DVD player, 3-D TV, eBook, VCR, and regular TV.


The research featured an online survey administered to a total sample of 16,000 adults from four mature countries (the United States, Germany, France and Japan) and four emerging countries (China, India, Malaysia, and Singapore). The respondents from each country were balanced across basic demographic factors, including geographic regions within countries, age and gender. The goal was to develop a greater awareness of preferences for consumer technologies and services, as well as to analyze trends in U.S. consumer preferences over the past three years. The intention was to better understand the purchase and use of consumer technologies among key generations and gain deeper insights into global differences.

About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with more than 176,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$21.58 billion for the fiscal year ended Aug. 31, 2009. Its home page is

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