NIQ forecasts global consumer technology and durables (T&D) sales will reach $1.4 trillion in 2026, a 5.1% increase year over year, even as a majority of shoppers delay purchases because of price or while waiting for discounts. The finding comes from NIQ’s annual State of Tech & Durables report, Consumer Tech Trends 2027.
Global Tech Sales and consumer behaviour
NIQ’s report, released ahead of IFA 2026, says 56% of consumers have delayed a technology purchase because a product was too expensive or they were waiting for a discount. The research also finds 63% of T&D consumers exhibit high price sensitivity and 60% prioritize brands that offer “good value for money.” Consumers now weigh long-term value—durability, quality, convenience and trust—ahead of affordability when defining value.
When premium products win
Despite strong price sensitivity, NIQ reports consumers remain willing to pay premiums when benefits are clear and lasting. Categories cited as outperforming broader averages when advantages are well understood include AI-enabled PCs, premium smartphones, advanced vacuum cleaners and larger-screen televisions.
What brands must do
“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.” The report concludes manufacturers and retailers must clearly communicate long-term benefits and reduce purchase uncertainty to remain competitive.
The report draws on a survey of 17,000 adult consumers across 17 markets combined with NIQ’s global sales intelligence. NIQ, the Official Global Insights Partner of IFA, will present findings from Consumer Tech Trends 2027 at the IFA 2026 conference on Sept. 4, 2026.
NIQ says it operates in more than 90 countries, covers approximately 82% of the world’s population and more than $7.4 trillion in global consumer spend. NIQ’s press materials note that sales forecasts and other forward-looking statements are based on current expectations and are subject to uncertainties that could cause actual results to differ materially.
