This Report explores consumer behaviors and marketing trends in the US tech industry. With a strong economy and positive consumer sentiment, larger tech purchases are on the rise. The report highlights a high level of technical knowledge among consumers, particularly younger men and ethnic minorities, who often rely on user reviews and social media for information. Indeed, ethnicity and culture also shape consumer behavior, with Black and Hispanic Americans actively engaging with tech brands on social media.
Despite the enthusiasm for tech, two-thirds of consumers find tech purchases overwhelming, with smartphones topping their planned purchases. Younger buyers tend to favor online shopping, while older consumers prefer in-store experiences, valuing knowledgeable sales representatives. In fact, 42% of consumers skip research before buying tech products, underlining the importance of clear, effective messaging.
Finally, the Report also delves into strategies used by tech leaders like Apple and Samsung to connect with audiences, the growing impact of social media marketing, and the use of AR, VR, and AI tools to create personalized experiences. It provides detailed insights into generational differences, shopping preferences, research habits, and brand trends, offering a comprehensive view of the ever-evolving tech market.
Tech-savvy US tech consumers value personalized, innovative buying experiences. Brands using AR/VR, AI, and social platforms excel in engaging and educating them.
Michael Lloy, Research Analyst
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