Consumer insights – direct mail in the gadget sector

Despite the recession, gadgets such as iPods, mobile phones and MP3 players are selling well, with tech-savvy consumers more likely to consider spending on technology – particularly multi-functional devices – in an economic downturn. The 25 to 34 year old age group, the biggest audience for the gadget market, is forecast to increase by 12% by 2014, expanding the number of potential buyers.

Using BMRB, Mintel and TGI data, this 2009 MMC report looks at the buying behaviour in this sector, and the responses by age, gender and class to different media of people interested in gadgets.

Key findings include:

• Between 2009 and 2014, the market value for the technology and communications market will grow by 18% (around £10.5 billion).
• The average teenager on a night out leaves home carrying a music player such as an iPod and a mobile phone, together worth £260.
• Men are three times more likely to own more advanced smart phone handsets than women.
• Direct mail has led to more than a third of gadget buyers making a purchase.
• 50% of adults who love to buy new gadgets and appliances have done something in the past 12 months as a result of direct mail.