Global Tech Sales Forecast to Reach $1.4 Trillion in 2026, Even as 56% of Consumers Delay Purchases, NIQ Finds
Global study finds price-sensitive shoppers will still pay more when products deliver clear, lasting benefits
CHICAGO, September 01, 2026--Global sales of consumer technology and durable goods are forecast to reach $1.4 trillion in 2026, up 5.1% year over year, even as 56% of consumers say they have delayed a technology purchase because of price or while waiting for a discount, according to new research from NIQ (NYSE: NIQ), the Official Global Insights Partner of IFA.
Released ahead of IFA 2026, which kicks off in Berlin on Sept. 4, 2026, NIQ today released its annual "State of Tech & Durables" report. Consumer Tech Trends 2027: How to Win When Every Purchase Must Be Justified examines how years of economic volatility have transformed technology purchasing behavior and what manufacturers and retailers must do to remain competitive.
Key findings include:
Global T&D sales are forecast to reach $1.4 trillion in 2026, up 5.1% year over year
63% of T&D consumers exhibit high price sensitivity
60% prioritize brands that offer "good value for money"
56% have delayed a tech purchase because a product was too expensive or they were waiting for discounts
Consumers rank durability, quality, convenience, and trust ahead of affordability when defining value
Drawing on a survey of 17,000 adult consumers across 17 markets and NIQ's global sales intelligence, the report finds that consumers are no longer evaluating purchases with a simple question of affordability in mind. Instead, they are increasingly asking whether a product will continue to feel worthwhile long after the purchase has been made. This behavioral shift is influencing premiumization trends, replacement cycles, innovation priorities, and pricing strategies across technology categories.
"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."
Consumer Tech Trends 2027 reveals that while consumers remain highly price-sensitive, they're still willing to pay premium prices when products deliver meaningful benefits. Categories such as AI-enabled PCs, premium smartphones, advanced vacuum cleaners, and larger-screen televisions continue to outperform broader category averages when consumers clearly understand the advantage being offered.