Name-brand or generic: What people buy when it comes to tech products
December 8th, 2023, Lesley Simeon

Name-brand or generic: What people buy when it comes to tech products

A recent YouGov survey delves into the branded vs. generic debate and asks consumers across 17 international markets what they prefer when shopping for technology products.

Polling data reveals that more than two in five consumers across markets (45%) say they mostly buy branded technology products, while nearly three in in ten of them (29%) favor branded and generic technology products equally. More than one in ten consumers (13%) mostly purchase generic products.

Hong Kongers account for the largest proportion of consumers across all the markets we survey (67%) who say they mostly buy branded technology products. Indians (60%) and Australians (53%) follow. In Europe, consumers in Spain are most likely to buy mostly branded tech products, with nearly half of them saying so (48%).

Germans are the least likely (35%) across all the markets surveyed to buy mostly branded technology products. Similar proportions of consumers in Poland (36%), Italy (36%) and Singapore (37%) do so as well.

Americans favor name-brand tech products, with more than two in five of them (41%) saying they mostly buy branded products, while 12% mostly prefer generic products. It’s a similar story when it comes to Brits — 47% of them mostly buy branded technology products and 13% of them mostly buy generic ones.

Both Singapore (20%) and Poland (20%) account for the largest proportions of consumers across all markets who buy mostly generic technology products.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 508 and 2001 for each market. All surveys were conducted online in September 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

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