Consumer insights – direct mail in the gadget sector

Despite the recession, gadgets such as Nintendo Wiis, 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 2011 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:

• Most people like gadgets: 61% ‘find it fun to play around with new gadgets’; 53% are ‘prepared to pay a bit extra for gadgets that make life easier’

• As with many new technology markets, smartphone ownership is still biased towards under-35, male ABC1s

• 3 in 10 people still use their smartphone ‘only as a phone’

• People who say they like to buy new gadgets and appliances are 53% more likely to agree that relevant direct mail can change their opinion of a company or brand

To read these findings in full click the ‘download’ link below.