2025年消费科技行业趋势：家庭娱乐、智能手机、健康科技和工作空间科技的增长驱动力

ConsumerTech IndustryTrends 2025 What’s driving growthin home entertainment,smartphones,health tech, andworkspace tech? A Welcomefrom JulianBaldwin The consumer technology industry in 2025 is characterized bycautious optimism. Consumer spending is gradually improving, butthere are multiple forces shaping technology industry trends thatrequire a nuanced understanding and approach across sectorsand regions. This report spotlights the major dynamics to watch—fromconsumers’ financial outlook and global trade tensions toreplacement cycles kicking in for key products andArtificialIntelligence(AI) innovation within products—and the impact thesedynamics will have on consumer tech trends throughout the year. It focuses specifically on the “digital” areas of home entertainment,smartphones, health tech, and workspace tech, where valuegrowth is outperforming volume growth. Here, our industry expertsshare their analysis of the products that are positioned to growthis year, the forces driving that, and how and where brands canbest capture those opportunities. I am certain that you will find this report to be both insightful and ofreal value. Julian Baldwin President, Global Tech & Durables Table ofContents Forces shaping global tech industry trendsin 2025.............................................................4 Home Entertainment and Gaming...............9 Smartphones..................................................14 Health Tech....................................................17 Workspace Tech..............................................19 6622Key overall takeaways for 2025, includingregional outlooks............................................ 7734Contacts........................................................... Forces shaping global techindustry trends in 2025 Year-over-year sales growth for the global consumer tech industry has lingered innegative figures ever since the pandemic lockdown-driven peak purchases of 2020 and2021. The turning point into positive territory was forecast to occur during 2025—butit actually came in 2024, driven largely by China’s consumer tech trade-in and subsidyprogram that started in August 2024, together with Q424 promotions and a strong USdollar (USD). With China being the single largest market for consumer tech products worldwide, theirlocal uplift in Q424 sales played a substantial part in boosting the global consumer techindustry from early forecasts of 0.3% value decline for full-year 2024 to an actual returnof1.4% growth.1 Consumer tech returns to growth in 2024, driven by price promotionsand China subsidies Global (ex. NA, RU) Tech & Durables | Sales value USD (NSP) | Growth rate YoY (%)Jan. 2024–Dec. 2024 For 2025, NIQ market experts, partnering with theConsumer Technology Associationto include North America data for a truly worldwide view, expectglobal sales ofconsumer tech goods to reach 1.29 trillion USD—the equivalent of2% growth vs.2024. That said, there are several evolving trends impacting the technology industryglobally that inform these calculations, and they must be closely tracked over thecoming months. Expanded China subsidies The number of home appliance categories included in China’s trade-in and subsidyprogram has increased from eight in 2024 to 12 this year, with subsidies of up to 2,000yuan (about $280) per item. On top of that, additional digital products are now included,with subsidies of up to 500 yuan (about $70) per item for purchases of smartphones,tablets, and smartwatches. Xu Tianchen, senior economist at the Economist IntelligenceUnit,estimates the size of China’s 2025 subsidies will double that of last year’s, at around300 billion yuan. China’s trade-in subsidies for Consumer Tech expand in 2025 Extensions to trade-in policy in 2025 Since Jan. 8, 2025, additional home appliance products are included in thesubsidy, at same conditions as in 2024. MicrowaveOven Rice Cooker Water Purifier Dishwasher Purchase of mobile phones, tablet PCs, and smartwatches (with a unit priceof up to renminbi (RMB) 6,000) will be subsidized at 15% of the selling price,with a subsidy of up to RMB 500 for a single item. Mobile Phone Media Tablet Smartwatch Overall, the Chinese subsidies are delivering premiumization, with value growth currentlyoutpacing volume growth. For Q125, appliances, TVs, and mobile PCs in the higherprice bands are expected to benefit the most from China’s trade-in subsidies, where thesubsidy cap per item can be maximized. For mobile phones, tablets, and smartwatches,the lower cap means the products most likely to benefit are the lower-priced items,which includes many Chinese brands. On the flip side, retailers and manufacturers inChina will need focused plans for Q425, to ensure continued growth following the highbenchmark set by the subsidized sales of September–December 2024. Key takeaway: Subsidies are encouragingChina’s consumers towarda level of premiumization. Astrong Q425 strategy basedon innovative