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Consumer Technology Strategy Service: Gold

IDC's Consumer Technology Strategy Service: Gold provides B2C marketers and product managers with high-quality insights to guide the success and growth of their consumer-facing marketing and product strategies. The service provides analysis of how and why U.S. consumers buy and use technology, the brands they trust, and related trends.

The service leverages frequent surveys to measure consumer technology spending and share of wallet. The program also unpacks the attitudes and dynamics behind consumer behavior, explaining brand and product performance. It identifies the benefits consumers see in new features and technologies, guiding more relevant marketing and messaging. It helps companies identify, profile, and understand current users and future targets for devices, services, and subscriptions.

Markets and Subjects Analyzed

  • Device and service penetration, profiles, and future consideration
  • Consumer technology expenditures (across all categories of devices and services), detailed share of wallet, subscription “fatigue”
  • Recent buyer behavior among last 90-day purchasers in key device categories with analysis of brand purchase, rejection, and avoidance
  • Current technology usage, future consideration, purchase horizon, and intent; feature and benefit desirability; attitudes and triggers
  • Adoption/growth drivers and inhibitors
  • Satisfaction, Net Promoter Score (NPS), unmet needs, pain points, and sources of friction in the user experience
  • Preferred technology brands by category and overall; brand trust, relevance, momentum, and stretch (“extendability”)
  • Multidevice usage, reasons for usage of each device, and preferences by use case
  • Consumer trends and reactions to market activities
  • The future of the evolving consumer technology marketplace

Core Research (U.S. Only)

  • Quarterly 60-Minute Webinar with Key Findings and Guidance (One to Many)
  • The Consumer Technology Landscape: 2020
  • Consumer Device and Service Penetration & Profiles
  • Consumer Device Refresh Rates
  • Consumer Technology Spending (Share of Wallet, IDC Purchase Index, IDC Subscription Index)
  • Consumer Technology Brand Sentiment (IDC Brand Trust Index)
  • Recent Smartphone Buyer Behavior (aligned with Tracker)
  • Recent PC/Tablet Buyer Behavior (aligned with Tracker)
  • Recent Smart TV and Streaming Device Buyer Behavior
  • Consumer Usage, NPS, Preferences, and Future Intent (reports for: Smartphones, PCs, Tablets, Smart TVs/Streaming Devices, Smart Homes, Video Games, Video Content, Mobile Service, Wearables)
  • Tech Company Trust and Government Regulation
  • Connected Car Sentiment
  • Up to 50 hours of annual inquiry

In addition to the insight provided in this service, IDC may conduct research on specific topics or emerging market segments via research offerings that require additional IDC funding and client investment.

Key Questions Answered

  1. How much do consumers spend each year on technology? How is this money allocated? How is spend shifting? Why?
  2. What is the penetration of each device or service? What is the profile of current users? Who will buy next?
  3. Which features and benefits can be best used to communicate with consumers to ensure more relevant messaging and advertising?
  4. Why did my brand or product perform the way it did in this last quarter (as reflected in market share and IDC trackers)?
  5. What are the pain points for consumers, and how can they best be resolved?
  6. Which consumer technology brands do consumers trust most? Why? Which have the most license to extend into new areas?

Companies Covered

ADT Inc., ASUSTeK Computer Inc., AT&T Inc., AVAST Software s.r.o., Acer Inc., Alcatel-Lucent S.A., Alphabet Inc., Inc., Apple Inc., BLU Products, Inc., Best Buy Co., Inc., Blackberry Ltd., Boost Worldwide, Inc., Bose Corporation, CBS Corp., Charter Communications, Inc., Comcast Corporation, Cox Communications, Inc., DISH Network L.L.C., Dell Inc., Electronic Arts Inc., Ematic Solutions Pte Ltd, Experian plc, Facebook, Inc., Fitbit Inc., Fossil Group, Inc., Garmin Ltd., General Electric Company, Google LLC, HP Inc., Haier Group, Home Box Office, Inc., Huawei Technologies Co., Ltd., Hulu, LLC, Intel Corporation, JBL Co.,Ltd., JLab LLC, JVC KENWOOD Holdings, Inc., Jabra Corp., LG Corp., Lenovo Group Limited, Lyft Inc., MasterCard Incorporated, McAfee LLC, Microsoft Corporation, Motorola Solutions, Inc., NBC Universal, Inc., NVIDIA Corporation, Netflix International B.V., Nokia Corporation, Oculus VR, LLC, Onn, Inc., Origin Digital Inc., Pandora Media, Inc., RCA Corporation, ReSound Corporation, Roku Inc., SANYO Electric Co., Ltd., Samsung, Sharp Corporation, Skullcandy Inc., Sling Media LLC, Sonos Inc., Sony Corporation, Spotify Technology S.A., Symantec Corporation, T-Mobile International AG, TCL Corporation, Tesla Motors Inc., The Walt Disney Company, Time Warner Inc., TomTom N.V., Toshiba Corporation, Uber Technologies, Inc., Verizon Communications, Inc., Viacom, Inc., Virgin Mobile Telecoms Limited, Visa Inc., Vizio Inc., Wal-Mart Stores, Inc., Wiltronic Corporation, XM Global Limited, ZTE Corporation

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Meet the Experts
David Myhrer

Research Vice President