
NIQ Releases “Innovate to Elevate” Report on 2025 Tech & Consumer Electronics Trends
NielsenIQ (NIQ), a global leader in consumer insights, has unveiled its latest State of Tech & Durables (T&D) report, highlighting emerging trends set to shape the 2025 consumer electronics landscape. With affordability, convenience, sustainability, and AI-driven engagement as key elements, brands worldwide are gearing up to meet evolving consumer expectations.
Report Highlights
- 67% of consumers are more likely to try new products if priced affordably.
- 70% would buy sustainable, energy-efficient products if affordable.
- Wet/dry robot vacuum sales are expected to increase by 55% in 2024, reflecting demand for multifunctional devices.
- 40% of consumers use AI recommendations in everyday shopping.
- High-capacity smartphone sales grew by 33%, showing demand for high-performance connected devices.
- 36% of global IT and appliance sales are online, primarily in China, Europe, and Latin America.
Key Trends to Watch for 2025
Affordability and Value-Based Purchasing
Consumers are increasingly focused on affordability, with 67% willing to try new products at reasonable prices, and 70% open to purchasing sustainable products if affordable. This trend provides brands with an opportunity to capture the market by offering durable, cost-effective solutions.
Demand for Convenience and Multifunctionality
The rise in multifunctional, time-saving products, such as the 55% growth in wet/dry robot vacuums, highlights consumer preference for convenient, efficient solutions. IT and electronics brands are urged to focus on products that combine performance and convenience for everyday use.
Growth in Health and Wellness Technology
Health-oriented tech, including wearable devices, is seeing steady growth, with smart home products like air purifiers, thermostats, and fitness devices leading the way. Brands integrating health and hygiene features into their products can expect sustained relevance.
AI and Smart Connectivity in Shopping
AI’s role in consumer decisions is growing, with 40% of buyers receptive to recommendations. High-capacity smartphone sales, which grew by 33%, indicate a consumer preference for high-performance, connected devices, underscoring opportunities for brands to deliver personalized, AI-driven experiences.
Sustainability as a Key Factor
Over half of consumers are willing to pay a premium for eco-friendly products, making durability, energy efficiency, and sustainable materials top priorities. Brands emphasizing these attributes are positioned to gain a competitive advantage.
The Importance of Omnichannel Experiences
With online sales accounting for 36% of global IT & electronics sales, brands must offer seamless omnichannel experiences, particularly as more consumers blend online and in-store shopping. Features like AR are particularly appealing to Millennials and Gen Z, with over a third interested in AR-assisted shopping.
“For IT & Electronics brands, 2025 will be a year to deliver value through meaningful innovation,” said Julian Baldwin, NIQ’s President of IT & Electronics. “While consumers are cautious, they are willing to invest in products that fulfill their needs for convenience, sustainability, and health. By prioritizing these features, companies can enhance their market position and drive growth.”
Why These Trends Matter in 2025
These consumer preferences reveal key pathways for brands aiming to grow market share in 2025. By aligning innovation with affordability, sustainability, and convenience, companies in the tech and consumer electronics sectors can meet shifting consumer demands and achieve growth. AI and smart functionality will further elevate the shopping experience, creating engagement opportunities with tech-savvy consumers.
For full insights, download the report, “Innovate to Elevate: Driving Tech & Durables Spending in 2025.”
About NIQ
NIQ is the global leader in consumer intelligence, delivering insights that span 95 countries and 97% of the world’s GDP. Merging with GfK in 2023, NIQ provides comprehensive insights through advanced analytics and a pioneering analytics platform, offering a Full View™ of consumer behavior.
About the State of Tech & Durables Report
NIQ’s annual Technology & Durables report provides expert analysis and forecasting across IT & Consumer Electronics, consumer behavior, omni-channel, and market trends. The report, “Innovate to Elevate: Driving Tech & Durables Spending in 2025,” offers a Full View™ of consumer purchasing behavior and future needs.
Note: The original English version of this release is legally binding; translated versions are for convenience only.