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Consumers’ Love of Technology Is Not Unconditional

The consumer love affair with technology reached an all-time peak this month, according to a new study. But for some technology purchases, that ardor is tempered by the price-tag sensitivity.

Figures just released by the Consumer Electronics Association (CEA) show that consumer confidence in technology jumped nearly eight points between November and December, reaching the highest level since the CEA began tracking consumer expectations about technology spending in 2007.

“December set a new high for tech spending sentiment, suggesting individuals closed out the holiday season with tech on their minds,” said Shawn DuBravac, CEA’s chief economist and director of research. “This late jump in tech sentiment suggests a strong holiday push for technology spending in December.”

While technology may be feeling the consumer love, it’s not unconditional. Unless the price is right, we may be reluctant to consummate our passion at the cash register .

A new survey of American consumers looked at what they look for in new computers and what drives their buying decisions. Laptops were the clear favorite when it comes to computers, with consumers telling ABI Research pollsters that that they were more than twice as likely (35 percent) to buy laptops, netbooks or media tablets than desktops in the next six months.

And when it comes to laptops, they said, price was a critical issue.

Price remains the most important criterion for laptops, ABI said, because most new laptops purchased at retail will perform most functions that a typical user wants, which makes them see price as critical.

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith.

Ned Smith
Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.