Consumer tech is a broad industry, including tech used for work, study, entertainment, and everyday communication. During a period that’s still affected by COVID-19, consumers are spending money on tech for use in the home. Given the large numbers of people working, learning, and seeking entertainment in the home, it’s not surprising that this led to a 17% increase in consumer technology spending in the US. Tech brands are increasingly investing in digital marketing channels to reach online audiences who purchase consumer electronics via eCommerce sites. According to eMarketer, 49.5% of consumer tech items were purchased online in 2020.  

The number of technology consumers is continuing to increase, driven by the growth in smartphone ownership predicted to reach 4.3 billion in 2023 (up from 2.5 billion in 2016).  Overall, consumer tech user penetration is predicted to rise from 25.3% in 2021 to 34.8% by 2025.