April 2, 2009

Consumers Fancy Devices With Style

Two Years Into The Age Of Style, Aesthetics Continue To Grow In Importance

by Paul Jackson, Abe Garon

with J.P. Gownder, Dan Wilkos, Erik Hood

Executive Summary (This is a document excerpt)

In 2007, Forrester announced the emergence of an Age of Style in consumer PCs, in which style and visual design would take center stage. Two years later, as consumer electronics products such as PCs and mobile phones near market saturation, ownership alone no longer satisfies consumers' need for self-expression. People have begun to see their electronics as expressions of their personalities, and the market has responded. Consumer product strategists should sell stylish devices to the growing group of style-conscious consumers, both for high- and low-end products — and in spite of the recession.

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