This IDC Survey formally introduces the newly developed U.S. Consumer Tech Purchase Index (CTPI). The CTPI, which measures consumer attitudes, behavior, and intentions, is a leading indicator of consumer spend. There are separate subindices for devices and services and subscriptions.
In 2020, COVID-19 catalyzed a perfect storm of events that drove significant increases in consumer tech spend and accelerated digital transformation, driving high levels of spend. A year into the COVID-19 pandemic, planners, strategists, and marketers are all asking themselves the same question: "How long will this last?" "Everyone wants to know whether the new level of consumer tech spend will be permanent," says David Myhrer, research VP, Consumer Strategies, IDC. "Or will it fade, like water returning to its level?"
IDC's CTPI provides continuous monitoring of consumer sentiment and its impact on consumer spend.