Consumer tech demand defies economic woes

Media release

18 January 2012

Consumer tech demand defies economic woes

Demand for consumer technology will continue to advance this year with record numbers of smartphones and tablets likely to be sold, according to Deloitte’s Technology, Media and Telecommunications (TMT) Predictions 2012.

The annual predictions report has become a successful forecaster of consumer and business technology trends, with 83% of the 2011 report’s predictions being borne out.

Deloitte New Zealand innovation leader Grant Frear says the 2012 report has some interesting predictions which have specific relevance to the New Zealand market, particularly around the ever increasing relationships that consumers have with technology.

“What was once seen as a nice to have is now a must have. We are seeing traditional emotional attachment to houses and holidays give way to broadband, mobile phones and PVRs,” Mr Frear says.

“What’s important to realise is that despite the difficult economic conditions, consumers and businesses are still making significant investments in new technology, particularly those which enrich their lives and make workplaces more productive or enjoyable.

While the cost of many of these consumer devices are dropping and becoming comparatively cheaper, it appears consumers’ desire for more devices is insatiable.

The tablet explosion has shown little sign of slowing down since the format hit the market in 2010, with five million tablets likely to be sold this year to people that already owned one. That presents a challenge for content owners, network operators and retailers that need to prepare to respond to the rise in the multi-tablet household.
“We most certainly live in an ‘and’ world now with smartphones, laptops, tablets and a host of other devices supporting our personal and working lives. This has created pressure on consumers and we have seen their buying priorities change. It would seem that technologies are winning the battle for the wallet for many consumers,” Mr Frear says.

“Businesses are not immune from some of these consumer trends. What happens at the edge of consumer technology is making it to the heart of business faster than ever. For instance, the amount of time it took for the iPad to become the executive tool of choice was staggering. All this puts more pressure on IT departments to rethink the employee experience to match the consumer experience.”
ends

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