Electronics consumers connect with brands, are willing to pay for sustainability: CNN

This level of engagement has led to consumers requiring more of these brands with regards to sustainability and ethical sourcing. In fact, CNN International's ‘Consumer Connect – Consumer Electronics 2012’ report found that 65 per cent of global consumers are willing to pay more for electronic products that have been responsibly sourced. 

Only a quarter (26 per cent) of respondents said that they cared about responsible manufacturing but were not willing to pay more for it, while 9 per cent said that the way in which products were produced was not a concern at all.

The survey recruited more than 2,300 CNN consumers from 70 countries around the world via CNN's websites. In return for their time, CNN made a donation to their charity of choice. CNN reported only minor differences between responses from Asia, EMEA and the US. 

In terms of demand, 88 per cent of consumers said that they owned laptops and 67 per cent owned smartphones. These two devices were also the most likely to be purchased or replaced in the near future (72 per cent and 73 per cent, respectively). 

While 66 per cent of respondents own compact digital cameras, only 46 per cent planned to purchase or replace this product in the near future. On the other hand, 42 per cent of respondents own tablets computers and 54 per cent are planning to buy or replace one. 

The survey also found that smart TVs are out-pacing streaming media boxes as a means of viewing internet content on TV, with both higher ownership (16 per cent versus 12 per cent) and purchase intent (38 per cent versus 27 per cent).

“Not surprisingly, there is still very strong demand from consumers for new electronics products,” said William Hsu, vice-president, CNN Advertising Sales Asia-Pacific. “This survey demonstrates that there is a clear opportunity for brands to connect with consumers and convert these purchasing plans into sales.”

Factors influencing the purchasing decisions of consumers are durability (86 per cent), price (85 per cent) and functionality (83 per cent). Three quarters of the respondents surveyed said that a product’s design/appearance (77 per cent), use of the latest technology (75 per cent) and brand name (74 per cent) were important factors, while 40 per cent of respondents said they considered the product’s country of origin an important factor. 

When it comes to choosing between smartphones and tablet computers, consumers are conflicted. While 40 per cent agree that “something in-between a smartphone and a tablet computer would cover all my mobile needs,” would be nice, a similar proportion, 44 per cent, find that "smartphones are big enough already" and would prefer to have a separate smartphone and tablet. 

All this gadgetery is leading to some serious connectivity addiction. Half the consumers surveyed said that they  "feel uncomfortable if I am ever out of broadband/wifi/3G reach". Still, one-third are happy to be offline once in awhile saying that they "cherish the times when I'm out of broadband/wifi/3G reach and can't be disturbed by calls or email."