Study: Emerging Markets Like “Green”

Wireless week logo Recent Accenture research shows that consumers in emerging markets are much more likely to pay more and buy "environmentally friendly" electronics. Interestingly, when broken down by country, 98% of consumers in China and only 43 % in the United States show that same willingness.

Posted Jan. 6, 2010

By Monica Alleven, Wireless Week

Accenture put out some interesting stats ahead of the CES show this
week. The firm’s research shows consumers in emerging markets are twice
as likely as those in developed markets to buy and use consumer
technology in the next year and are more willing to pay a premium for
“environmentally friendly” consumer electronics products.

According to a survey, consumers in emerging countries, compared
with those in mature countries, are more than two and a half times as
likely to buy a smartphone during the next year. They’re also more than
twice as likely to have bought a smartphone in the past year.

The rapid expansion of the middle class, with its substantial
disposable income, is one of the main drivers for growth in emerging
countries, according to Jean-Laurent Poitou, managing director of
Accenture’s Electronics & High Tech industry group. “Our research
shows that the increased demand for smart connected wireless devices
such as smartphones is being driven by social-networking applications,”
Poitou states in a press release.

Consumers in emerging countries use mobile devices more than they do
computers to access Internet-enabled applications and services, and
consumers in mature countries are headed in the same direction, Poitou

The Accenture 2010 Consumer Electronics Products and Services Usage
Report is based on a survey of 16,000 consumers in four “mature”
countries (the United States, Germany, France and Japan) and four
“emerging” countries (China, India, Malaysia and Singapore).

Accenture says the survey’s main purpose was to identify current and
future spending and usage patterns for 19 different consumer
technologies, including smartphones, high-definition TVs and computers.

Sixty-seven percent of all survey respondents said they would pay a
premium for a product marketed as environmentally friendly. 
Eighty-four percent of emerging country respondents said they would pay
a premium for such a product – 34 percentage points higher than mature
country participants. The widest disparity in this regard was found
between China and the United States. Virtually all – 98 percent – of
Chinese consumers, compared with only 43 percent of consumers in the
United States, reported such willingness.

Price is the most important factor in consumers’ purchase decisions,
especially in the United States, Japan, Singapore and Malaysia,
according to the research. Price is followed closely by personal
research as a top decision-making factor overall. Both factors outweigh
other criteria such as recommendations of friends, consumer ratings or
innovative technologies.

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