The news: 2025 global consumer tech spending grew about 3% YoY to roughly $1.3 trillion, mostly driven by China, the Middle East, and Africa, while North America held steady per NIQ, which tracks consumer buying behavior.

That rebound could fade in 2026 in some regions while Europe, the Middle East, and Africa carry growth. NIQ expects global sales to flatten overall, however, down about 0.4% YoY, as price-conscious consumers, higher cost pressures, and maturing categories offset those growth pockets. 

Why it matters: Consumer tech’s center of gravity is shifting away from North America. Europe, the Middle East, and Africa are fueled by trade-up demand for premium and connected living, per NIQ.

Spending patterns fragment by sector. Small domestic appliances and IT remain growth pockets, while consumer electronics, smartphones, and telecom edge down due to high cost and market saturation.

For brands, this means shifting investment and messaging toward the new growth areas and localizing product stories around everyday utility beyond novelty. Consumers in Europe, the Middle East, and Africa are focused on products that deliver clear daily value and justify the higher cost. 

Looking ahead: NIQ expects consumer electronics will soften overall this year, but TVs as a category could surge. 

• Pandemic-era sets are aging as new technologies and larger screens come to market. The Super Bowl and the 2026 World Cup are expected to drive upgrades, and Mini LED innovation sustains premium pricing.
• IT spending will drop from 2025 highs even as Windows 10 fades away and aging PCs cycle out. 
• Innovations in gaming such as handheld devices and accessories continue to drive consumer interest, but these make up a marginal part of overall spending. 

Implications for marketers: Consumer tech growth is increasingly becoming regional, category-specific, and tied to replacement cycles. This calls for campaigns that are precise, relevant, and timely while matching product, price, and message to regions where consumers are ready to spend.

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