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Americans Spending More on Consumer Electronics

The Consumer Electronics Association (CEA) announced the results of its 12th Annual Household CE Ownership and Market Potential Study.

According to the statement, this research indicates that the average U.S. household spent $1,380 on consumer electronics (CE) products in the past 12 months, an increase of $151 from last year. Additionally, the average household spent 12% more on CE devices in the past year and individual consumer spending is up 10% from the previous 12 month period.

The average adult spent $794 on CE in the past 12 months, up from $725 in 2009. Women spent more on CE products than they did the year before but still trail men in overall spending. Women spent, on average, $631 on consumer electronics, up $73 from 2009. Men report personally spending $969 in the past 12 months, up $67 from the year before. The average household reports owning 25 CE products, up from 23 products last year.

“Consumer electronics continues to be a bright spot as spending increased despite a tough year for the overall economy,” said Brian Markwalter, CEA’s vice president of research and standards. “As consumer confidence climbs, along with the desire to own the latest technologies, consumers will continue to view CE products as necessities in their lives.”

CEA’s study also shows that video products continue to be the top CE device consumers own, with HDTV ownership continuing to increase. Sixty-five percent of U.S. homes now own at least one HDTV, an increase of 13 percentage points from last year, making it the top industry growth driver of the past 12 months. Consumers also are buying HDTVs as secondary sets. The average household now owns 1.8 HDTVs, up from 1.5 in 2009. HDTVs are also the top product consumers say they want to purchase. Nearly one in four households (23%) plan to buy a new high-definition set in the coming 12 months.

Ownership of computers also continues to increase. Currently, 86% of U.S. households own at least one computer, making it the third most owned CE product category behind televisions and DVD players. The popularity of netbooks, owned by 12% of U.S. households, and laptops, now owned by most households (58%), is helping drive the computer category.

“A drop in price, widespread availability of HD content and successful completion of the digital television transition last year have all led to an increased ownership rate for HDTVs,” said Markwalter. “Lower prices, along with increased mobility and a variety of sizing options, are helping to drive more consumers to own computers as well.”

The 12th Annual Household CE Ownership and Market Potential Study (May 2010) was conducted between January 28 and February 1, 2010 and was designed and formulated by CEA Market Research.

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