American households own more CE products than ever before and mobile CE devices are making a significant contribution to CE ownership growth. The 8th Annual Household and Teen CE Ownership Study, conducted by the Consumer Electronics Association (CEA) earlier this year shows the average U.S. household currently owns 26 non-discrete CE products—up from 25 products last year.
As expected, the most commonly owned CE product is a TV (any type) with 98 percent of households owning at least one. Home video playback products (i.e. VCR or DVD player) and phones (both cordless and wireless models) were also owned by the vast majority of households. But the study reveals several mobile CE segments were among the fastest growing products in terms of ownership.
MP3 players posted the largest jump (10 points) in household penetration over the past year and are now present in 25 percent of U.S households. Unit shipments of these devices in 2005 approached the 25 million mark—more than tripling the volume tracked by CEA in the previous year and generating $4.2 billion in revenues. Apple’s renowned iPod is the source of this remarkable growth, overshadowing competitors’ market share in this space by an enormous margin, according to industry pundits.