Global Tech Sales Forecast to Reach $1.4 Trillion in 2026, Even as 56% of Consumers Delay Purchases, NIQ Finds

Global study finds price-sensitive shoppers will still pay more when products deliver clear, lasting benefits

Global sales of consumer technology and durable goods are forecast to reach $1.4 trillion in 2026, up 5.1% year over year, even as 56% of consumers say they have delayed a technology purchase because of price or while waiting for a discount, according to new research from NIQ (NYSE: NIQ), the Official Global Insights Partner of IFA.

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The era of automatic tech & durables upgrades is over.

Released ahead of IFA 2026, which kicks off in Berlin on Sept. 4, 2026, NIQ today released its annual “State of Tech & Durables” report. Consumer Tech Trends 2027: How to Win When Every Purchase Must Be Justified examines how years of economic volatility have transformed technology purchasing behavior and what manufacturers and retailers must do to remain competitive.

Key findings include:

• Global T&D sales are forecast to reach $1.4 trillion in 2026, up 5.1% year over year
• 63% of T&D consumers exhibit high price sensitivity
• 60% prioritize brands that offer "good value for money"
• 56% have delayed a tech purchase because a product was too expensive or they were waiting for discounts
• Consumers rank durability, quality, convenience, and trust ahead of affordability when defining value

Drawing on a survey of 17,000 adult consumers across 17 markets and NIQ's global sales intelligence, the report finds that consumers are no longer evaluating purchases with a simple question of affordability in mind. Instead, they are increasingly asking whether a product will continue to feel worthwhile long after the purchase has been made. This behavioral shift is influencing premiumization trends, replacement cycles, innovation priorities, and pricing strategies across technology categories.

"Consumers still want innovation, but they increasingly require a compelling reason to buy,” said Perry James, Global Head of Tech & Durables at NIQ. “Today’s buyers are asking, ‘Will this purchase still feel worth it six months from now?’ The brands that grow in 2027 will be those that make value obvious, reduce uncertainty, and help consumers confidently justify their purchase decisions.”

Consumer Tech Trends 2027 reveals that while consumers remain highly price-sensitive, they’re still willing to pay premium prices when products deliver meaningful benefits. Categories such as AI-enabled PCs, premium smartphones, advanced vacuum cleaners, and larger-screen televisions continue to outperform broader category averages when consumers clearly understand the advantage being offered.

NIQ, the Official Global Insights Partner of IFA, will present findings from this report and other Tech & Durables trends at the IFA 2026 conference on Sept. 4, 2026. To learn more about the report, visit niq.com/consumer-tech-trends-2027.

FAQs

What is Consumer Tech Trends 2027?

Consumer Tech Trends 2027: How to Win When Every Purchase Must Be Justified is NIQ's annual State of Tech & Durables report. Based on a survey of 17,000 consumers across 17 markets and NIQ's global sales intelligence, the report examines how changing consumer attitudes toward value, affordability, and technology purchases are reshaping the consumer technology market.

What is the report's main finding?

The report finds that consumers are increasingly evaluating technology purchases based on long-term value rather than affordability alone. Shoppers are asking whether a product will continue to feel worthwhile after purchase, influencing how they evaluate features, pricing, and brands.

Why are consumers delaying technology purchases?

According to the report, 56% of consumers have delayed a technology purchase because the product was too expensive or because they were waiting for a discount. Price sensitivity remains high, even as consumers continue to seek innovation and performance.

How price-sensitive are today's technology consumers?

The report finds that 63% of consumers exhibit high price sensitivity, while 60% prioritize brands that offer good value for money. This suggests consumers are carefully weighing purchase decisions and looking for clear evidence that products justify their cost.

If consumers are price-sensitive, why are premium products still growing?

Consumers remain willing to pay premium prices when products deliver meaningful and clearly understood benefits. Categories such as AI-enabled PCs, premium smartphones, advanced vacuum cleaners, and larger-screen televisions continue to outperform broader category averages when consumers perceive strong value.

What do consumers consider when defining value?

The report finds that consumers rank durability, quality, convenience, and trust ahead of affordability when assessing value. Increasingly, consumers are looking beyond price alone and evaluating the total benefit a product provides over time.

What do these findings mean for manufacturers and retailers?

Technology brands must do more than introduce new features. Success increasingly depends on helping consumers understand the value of innovation, reducing uncertainty, and clearly communicating the long-term benefits of ownership.

What is the outlook for the global technology market?

NIQ forecasts global Tech & Durables sales will reach $1.4 trillion in 2026, representing 5.1% year-over-year growth. The report suggests future growth will be driven by products that clearly demonstrate value and help consumers confidently justify purchases.

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

© 2026 Nielsen Consumer LLC. All Rights Reserved.

All product and company names are trademarks™ or registered^® trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Forward Looking Statement

This press release about NIQ’s Consumer Tech Trends 2027 report on global consumer technology and durables sales may contain forward-looking statements regarding anticipated consumer technology purchasing behavior, global T&D sales forecasts, category growth trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as ‘forecast,’ ‘will,’ ‘suggests’ and similar expressions are intended to identify forward-looking statements.

These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

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