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Smartphones, TVs Are Most Planned Purchases: CEA

4/05/2012 01:29:29 PM Eastern

Arlington, Va. - Smartphones and HDTVs are
the top consumer electronics (CE) products U.S. households plan to purchase
over the next 12 months, according to a new study released today by the
Consumer Electronics Association (CEA).

 The 14th Annual Household CE Ownership and Market Potential Study
also shows that household penetration rates for tablet computers will see their
largest growth this year.

Smartphones
will be the most purchased CE device this year. More than one in five (22
percent) U.S. households say they plan to purchase the device in the next 12
months. HDTVs (17 percent) and digital cameras (15 percent) are next on the
list. Mobile computing will continue to be a popular purchase this year as
well. Both tablet computers and notebook/laptop computers are expected to be
purchased by 14 percent of U.S. households.

  Overall U.S. Households % Point Increase Over 2011
Tablet Computers 22% 14%
Blu-ray Players 26% 12%
Digital Media Players 19% 11%
Smartphones 46% 7%
Plasma Flat-panel TVs 32% 6%
e-readers 19% 6%
Internet-enabled TVs 9% 6%

 

Tablet
computers were also a leading growth category over the past 12 months. U.S.
household penetration levels for tablets increased 14 percentage points from
last year and represents the largest increase in the industry. Blu-ray players
and digital media players also saw double digit growth in household penetration
numbers. (See chart below.)

"Consistent
with past research and trends we are seeing, tablets and smartphones will
continue their dominance in the marketplace over the coming year," said Chris
Ely, CEA's manager of industry analysis. "As consumers continue to integrate
these mobile connected devices into their everyday lifestyles, we expect to see
an increase in ownership of all-in-one devices and related content."

  As
ownership rates for connected devices increases, more households are
subscribing to video rental and streaming services. Nearly 31 million U.S.
households (26 percent) will be watching content streamed online and growth
will continue this year as nine percent of new households are expected to
subscribe to a video rental and steaming service this year.

Televisions
remain the most commonly owned CE device, with 99 percent of U.S. households
owning at least one TV. The average U.S. household owns 2.9 televisions. Nearly
seven in ten (68 percent) U.S. households report owning at least one HDTV. In
addition, half (54 percent) of U.S. households report they own at least one LCD
TV and approximately one-third (32 percent) report they own at least one plasma
TV.

  Of
the 37 CE devices surveyed, the average U.S. household owns 24, the same number
as last year, and spent $961 on consumer electronics over the past 12 months,
down more than $200 from last year. The average adult individually reports
spending $552 on CE in the past 12 months, down $100.

"The
average household continues to own electronics at a high rate, with ownership
of all-in-one devices seeing significant growth," said Ely. "Consumers continue
to purchase electronics, but we see a decrease in overall spending as they are
buying at a bargain, seeking deals and discounts on the devices they desire,
and taking advantage of declining price points for certain product categories."

The
14th Annual Household CE Ownership and Market Potential Study
(April 2012) was conducted between January 26-30, 2012. It was designed and
formulated by CEA Market Research,
the most comprehensive source of sales data, forecasts, consumer research and
historical trends for the consumer electronics industry. Please cite any
information to the Consumer Electronics Association (CEA).

 The complete study is available free to CEA
member companies at members.CE.org.
Non-members may purchase the study for $1,200 at the CEA Store.

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