Many tech products have a critical role in daily life. Now is the time to focus on true innovation matched to consumer needs.

Circana covers the U.S. consumer technology industry in the markets that matter most to your bottom line with precision and granularity you can’t get anywhere else. We understand the features, brands, retailers, promotions, and store-level insights having the biggest impact on trends and purchases. 

Our data is recognized as the industry standard for reporting key share metrics. Our analytics solutions help clients pinpoint areas of opportunity. Our deep industry expertise provides the data-driven insights needed to navigate the competitive technology market.

Deep Industry Expertise

Paul Gagnon

Vice President, Industry Advisor, Consumer Technology

“TVs are one of the most mature and highly adopted pieces of consumer technology, and the quest to upgrade to bigger screens and better experiences drive the replacement cycle core to the category. Many of the other home entertainment categories center around trends in the TV business, from streaming media players to wall-mounts and home theater products. The TV market is competitive with brands and retailers vying for share while trying to preserve historically thin margins. But changes to the streaming business model offer innovative new sources of revenue.”

For the remainder of 2023, consumers grappling with higher debt levels and persistent inflation are likely to exercise caution in their technology spending. Economic uncertainty combined with recently refreshed PCs still within the typical refresh cycle mean consumers will prioritize essential expenses and look to curb discretionary spending. Additionally, the lack of significant innovation will prompt consumers to exercise patience, awaiting both improved economic conditions and more compelling technological advancements before committing to new tech investments.

Mike Crosby
Executive Director, Industry Advisor, B2B Technology

The best way to grow in audio right now is to take share. In an ultra-competitive environment, flooded with choices and copycats and lacking any true innovation, audio retailers and manufacturers need to find a way to stand out. Upgrading current buyers and drawing in new consumers will help continue to push these categories forward long term.

Ashley McCann
Executive Director, Audio Analyst

As we look for consumer electronics demand to strengthen in 2024, there are innovations and new categories that will help spark industry growth. A refresh of virtual reality and mixed reality products will offer new gaming and entertainment experiences and drive sales of accessories. Matter will help renew interest in smart home products and attract new customers. And item trackers’ rising popularity will grow the category by double digits. These categories — some new and some improved — will help consumer interest in tech rebound in 2024.

Ben Arnold
Executive Director, Industry Analyst, Consumer Technology

The consolidation of the U.S. mobile service market has, to an extent, neutralized the network wars as service coverage and speed offered by the three major players have mostly become on par. This network equilibrium has forced mobile carriers to get more creative with their service offerings, which now include entertainment and home internet bundles. And it is, these three major players who dictate the trajectory of smartphone sales and upgrade rates as U.S. mobile consumers heavily rely on promotional subsidies when replacing their smartphones. New phone sales dropped noticeably in the last several years, but signs of change are on the horizon, marking a potential end to this period of stagnation. Carriers are reverting to an aggressive subsidy model, albeit with a new twist — customers are required to subscribe to premium rate plans that offer content bundles.

Brad Akyuz
Executive Director, Connected Intelligence®, Mobile

As broadband internet continues to expand in the U.S., we see increased use of a broad range of consumer electronics from PCs to smart TVs in more homes. This will, in turn, drive increased sales demand as consumers look to benefit from the latest innovations. In many ways, the improving broadband situation helps to counter the current economic difficulties that the industry is facing.

Eddie Hold
President, Wearables and Connected Intelligence®

The media entertainment landscape is rapidly changing due to the proliferation of ad-supported subscription plan tiers (AVOD) as well as free ad-supported streaming television (FAST). As such, distribution and content licensing strategies are evolving. TV-connected devices remain at the confluence of these viewership trends. OEMs managing their own operating system have a growing opportunity to drive services and ad revenues to supplement hardware profit margins. The ’20 are the golden age of TV for viewers, content owners, and hardware OEMs.

John Buffone
Vice President, Industry Advisor, Media Entertainment

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