This IDC Presentation is IDC's yearly ConsumerScape 360 worldwide consumer electronics market segmentation report. IDC has identified eight key consumer market segments that differ in terms of device ownership and usage, demographics, and psychographic (attitudinal) factors, among others. While we do have a global ranking of market segments in terms of prioritization, it's important to focus a finer lens on a topic as important as segment-based targeting (in terms of product development, marketing, and advertising in particular) based on specific device categories, price points, and countries/regions being discussed.
One of the most critical factors to consider when pursuing a market segmentation strategy is total value of each market segment over their lifetime as a customer. So, while there's inherent excitement about most recent purchases, taking a more complex viewpoint that incorporates refresh rate (average length of time of device ownership before replacement), price points purchased at, device ownership and usage mix, feature needs, and attitudes about technology expenditures into account produces a much more strategic vantage point of market segments in terms of value.
Key words include consumer segments, PC, smartphone, tablets, purchase behavior, psychographics, attitudes, social network, purchase drivers, price sensitivity, tech segments, market segments, segmentation, wearables, and usage.