NPD says innovation is in the control of customers, not new products.
WIth gadgets galore being showcased at this week's Consumer Electronics Show, The NPD Group suggests it may all be in vain. 68 per cent of consumers have said they're satisfied with the tech they already have, while 11 per cent admit they can't leave home without their connected devices.
In fact, most consumers, inclusive of younger ones, said they have not urgent desire to upgrade and invest in new devices, adding that the tech needs to fit into their lifestyle.
Russ Crupnick, senior VP of industry analysis at NPD, said: "There is a fundamental conflict between marketing to early adopters who are more profitable customers and evangelists, and the rest of us. The industry can’t rely on consumers to drive innovation; it needs to give consumers a reason to want to adopt the innovation."
Price, brand, and software are key drivers for consumers to adopt new technology, with iPhone users buying the device for the name, while tablet buyers swooped for tablets based on features and prices, insisting they're not interested in 'fancy things'.
Stephen Baker, VP of industry analysis at NPD, added: "Consumers want their technology devices to provide solutions to everyday problems, which often aren’t the most glamorous.
"They’d like help getting the best prices when they shop, being safe in their cars, managing their home and family and enjoying basic entertainment."