The global technology market is going through a moment of transformation in which, despite inflation and tension in international trade, consumers continue to bet on the renewal of devices and online channels. This is reflected in the latest data presented by Nielseniq (NIQ) in IFA Berlin 2025, which show a volume of income of 403,000 million dollars in the first semester of the year, 4.6% more than in 2024.
The consultant’s forecasts suggest that the sector will maintain its impulse throughout the year with a growth of 2%. The key, according to analysts, is in consumer adaptation, which seeks more value in each purchase and better plan your decisions in a context of economic pressure.
Consumer behavior: caution and perceived value
The report reveals large regional differences. Spain closed the semester with a 2% rise, while China surprised with 12% thanks to state incentives for equipment replacement. Middle East also joined the positive trend (+5%), while Asia developed continues to show weakness.
“Consumers are being more strategic in their spending decisions,” said Michael McLaughlin, senior vice president of Retail Tech & durable in NIQ. “They wait for promotions to buy, but when they do, they spend more than expected. This confirms the importance of the perceived value and the role of commercial campaigns.”
The global technology market is going through a moment of transformation in which, despite inflation and tension in international trade, consumers continue to bet on the renewal of devices and online channels
70% of consumers globally ensure that it prioritizes essential purchases, a figure that in Spain reaches 68%. A change of habits that shows how purchasing power conditions the way of consuming technology and lasting goods.
Online gains ground
The digital sale continues to consolidate: 37% of global transactions in technology and appliances were carried out online in the first half of 2025, 9% more than in 2024. In Spain, the online channel already represents 30% of the total. The value for money is decisive: six out of ten buyers claim that it is the main factor when choosing a brand.
The IT sector leads growth
Computers, laptops and monitors are the market engine. Global portable sales grew by 13%, Gaming models 23%and high frequency monitors a spectacular 280%. In addition, the end of the support to Windows 10 has promoted the renewal of equipment, especially in Europe, where the B2B investment in laptops with ia rose 195%.
Spain goes ahead in this segment: the growth of the IT category was 13%, exceeding the global average. On the other hand, consumer electronics suffered a collapse of 23%, after the exceptional peak of television sales in 2024 motivated by the disconnection of the DTT in low definition and the Eurocup.
New habits in appliances and audio
Sustainability and comfort mark trend at home. 31% of the large appliances sold in Europe already have an energy label A, compared to 19% in 2023. For their part, the robot vacuum cleaners and the humid-seca cleaning models continue to gain ground.
In parallel, portable audio innovation promotes the market: open ear headphones registered a 32% growth so far this year, being the only expanding subsegment in all regions analyzed.
