2026
9
US Researching and Buying Technology Devices Consumer Report 2026
2026-01-16T16:01:21+00:00
REP5A7A8FBD_F3FB_4D9B_BA8F_BDF3FBDD9B4A
3695
190316
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Report
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78% of Americans agree that tech brands focus on flashy features over practicality, contributing to a growing 'feature fatigue' as brands pressure annual smartphone upgrades. AI-fuelled RAM price hikes are…
US
Retail
Technology
simple

US Researching and Buying Technology Devices Consumer Report 2026

"As AI tools reshape expectations and upgrade fatigue grows, consumers are reevaluating how and where they place their trust when tech shopping."

Haley Ferrini, Research Analyst, US Reports

Haley Ferrini, Research Analyst, US Reports

Market Intelligence ReportsRetailTechnologyUS

US Technology Purchase Process – Consumer Trends and Insights

  • 78% of Americans agree that tech brands focus on flashy features over practicality, contributing to a growing ‘feature fatigue’ as brands pressure annual smartphone upgrades. AI-fuelled RAM price hikes are raising BOM (bill of materials) costs across consumer electronics and squeezing promotional margins.
  • With manufacturers prioritizing AI-centric data centers and components, retailers face a more constrained landscape for both price cuts and product configurations, feeding inflationary pressures downstream to end-users.
  • Amid omni-channel complexity, consumers are recalibrating how, and where, they place their trust. A pronounced 82% of 18-54s agree that buying tech in-store feels more trustworthy, even as engagement with AI shopping assistants online climbs. While these digital tools can bridge the trust gap by offering guided, tailored journeys, they must contend with high expectations for transparency, practical decision support, and post-purchase value.
  • As consumers increasingly seek repairable and durable options, an opportunity emerges for refurbished tech players. Longer product lifecycles not only meet this growing demand, but also position brands as sustainability leaders. Additionally, many consumers are finding new purposes for their old devices, creating space for brands to innovate and build loyalty by thinking outside the box and helping consumers reimagine new uses for their old devices.

This Report Looks at the Following Areas:

  • What consumers want from technology
  • Purchase intent and motivators to upgrade
  • How consumers research and evaluate tech devices before buying
  • Challenges and obstacles preventing tech purchases
  • Insights into subscription models and strategies to enhance their appeal
  • Consumer behavior around old devices and attitudes toward refurbished tech

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for researching and buying technology devices
    • Opportunities
    • Make AI your 24/7 sales associate
    • Design for durability and DIY
    • Refurbish, resell, repeat

  2. THE MARKET

    • Consumers may bear the brunt of AI’s rise as RAM prices skyrocket
    • Right to Repair gains momentum, forcing manufacturers to innovate and think long term
    • AI shopping assistants could change the purchase journey

  3. THE CONSUMER

    • What consumers want from tech
    • Consumers seek technology that simplifies daily life and supports personal growth
    • From entertainment to productivity, 18-54 year olds expect more from tech
    • Graph 1: what consumers want from technology, by age, 2025
    • Who is driving the demand for skill-building and hobby-focused tech?
    • Google’s ad captures the intersection of fatherhood and technology
    • Younger consumers and men seek next-level entertainment tech
    • Graph 2: consumer desire for tech to enhance their entertainment experience, by age and gender, 2025
    • Purchase intent and motivators to upgrade
    • Smartphones remain the most sought-after device
    • Graph 3: device purchase intent, 2025
    • Turn tech enthusiasm into real conversions
    • Marketing boosts awareness, but device failures and sales drive the purchase cycle
    • Graph 4: scenarios that would prompt a purchase by device type (% of consumers), 2025
    • Tailor strategies to meet the unique needs of every audience
    • Sales and discounts motivate consumers of all ages to buy a new smartphone
    • Graph 5: scenarios that would prompt a smartphone purchase, by age, 2025
    • Smartphone purchase drivers are nuanced, marketing strategies should reflect that
    • Position tech devices as practical gifts for large households
    • Graph 6: “I’d consider buying a tech device for someone else (eg as a gift for a friend/family member)” (% agree), by number of children in the household, 2025
    • Research and decision-making behavior
    • Tech shopping is still an omni-channel experience for many
    • Meet the demand for instant information among younger tech shoppers
    • Graph 7: steps taken when shopping for tech, by age, 2025
    • Don’t overlook the power of community-driven platforms in multicultural marketing
    • Graph 8: steps taken when shopping for tech, by race or ethnicity, 2025
    • AI shopping assistants can enhance the tech buying experience
    • Graph 9: how consumers want AI to help the tech shopping process, by age, 2025
    • Go beyond generic AI assistants, tailor tools to meet the needs of diverse consumer segments
    • Current AI users view it as a tool to break through the clutter
    • Bridge the gap between online convenience and in-store trust
    • Graph 10: shopping in person attitudes (% agree), by age, 2025
    • Meet your target audience where they’re at
    • Major tech purchases may be more resistant to the pressure of impulse consumerism
    • Graph 11: research timeline attitudes (% agree), by age, 2025
    • Barriers to purchase
    • Rapid releases, social circles, and brand loyalty complicate the purchase journey
    • Flashy feature fatigue is real
    • Support tech shoppers who rely on self-research and price comparisons
    • Graph 12: steps taken when shopping for tech (select), those who agree “I have a go-to person in my life for tech-related questions” vs overall, 2025
    • Tech shoppers 18-54 stick with what they know
    • Graph 13: “I usually upgrade to the latest model of the same brand (eg iPhone 16 to iPhone 17, PS4 to PS5) rather than switching brands” (% agree), by age, 2025
    • How can brands push consumers to switch allegiances?
    • Samsung’s bold play to win over Apple users
    • Subscription models
    • For subscription models to flourish, brands must overcome resistance to ongoing payments
    • Make subscriptions more appealing with risk-free offers
    • Graph 14: what factors would make consumers more likely to opt-in to a device’s subscription service, 2025
    • Transparency and reliability can make subscriptions more appealing to men
    • Graph 15: what factors would make consumers more likely to opt-in to a device’s subscription service (select), by gender, 2025
    • Middle-aged men and older women want a pause option
    • Graph 16: importance of ‘the ability to pause the subscription when not in use’ as a factor to make consumers more likely to opt-in to a device’s subscription service, by age and gender, 2025
    • A clear value proposition can be a selling point for financially secure consumers
    • Graph 17: importance of ‘a clear explanation of the subscription’s value’ as a factor to make consumers more likely to opt-in to a device’s subscription service, by financial situation, 2025
    • WHOOP’s free trial lowers barriers to subscription adoption
    • What consumers do with old tech
    • Consumers are seeing the value in refurbished tech and repurposing old devices
    • Convert interest into purchases among older consumers
    • Graph 18: refurbished device attitudes (% agree), by age, 2025
    • Consumer demand for usable, repairable smartphones could open doors for refurbished tech players
    • Back Market’s global campaign tackles the fast tech crisis
    • While consumers 18-54 explore resale platforms for electronics, purchasing new still leads the way
    • Graph 19: electronics purchased/sold in the past 12 months, by age, 2025
    • Help consumers reimagine the role of their old devices
    • Graph 20: even after upgrading, I find new uses for my old devices (eg setting up a second screen) (% agree), by age, 2025
    • Old tech can learn new tricks, especially with social media tutorials

  4. INNOVATION AND MARKETING

    • Oura frames wearable tech as an investment in longevity
    • Review platforms help shape consumer confidence in tech purchases
    • Lowe’s and Best Buy are using VR to enhance the shopping experience
    • Tech the halls: Best Buy highlights tech as the perfect family gift
    • Opportunity for apps that give new life to discarded devices
    • Leverage influencers to showcase the value of refurbished tech
    • Apple highlights how tech advancements create real impact

  5. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • Generations
    • Abbreviations and terms

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