This Year in Consumer Electronics 2015

Area Vice President, Consumer Insights

This Year in Consumer electronics 2015 - 1

This past year was another banner year for digital commerce, with US online consumer goods sales growing 33% over the past 12 month period (01/14-11/14 to 01/15-11-15). Through November 1010data has tracked more than $80B spent at over 100 online retailers. 

As this year comes to an end the consumer electronics industry is busy getting prepared for the journey to Las Vegas for the annual CES Conference in early January. Ahead of that hectic week (if you are a first timer there is only one tip you need – drink tons of water – it’s the desert) we looked back at this year in online sales just before we turn the clock to 2016.

Hyper-Growth Categories

Two categories stood out from the pack -  Smart Watches and Virtual Reality Glasses. 

The Smart Watch category was brought into the mainstream when Apple launched the Apple Watch and quickly rose to market share leader ahead of  industry pioneers Pebble, Samsung, and Motorola. 

It should be noted that the Virtual Reality segment experienced exponential growth primarily because it barely existed in 2014. Samsung has driven this category with its Virtual Gear which sold for an average price of $125. The bulk of other VR glasses are the affordable, cardboard viewers made popular by Google at about $20 per pop.  

Growth Categories 

The data indicates we just can’t get enough of our cellphones and need to keep those babies charged at all times. Mobile Car Charger sales grew over 80% in the last year. 

We certainly love our audio. Speakers (71%), Headphones (56%) and Soundbars (44%) accounted for approximately $2B in total spend this year. 

The PC industry saw a refresh cycle as Microsoft launched Windows 10 this summer to quite positive reviews.

The Big Brands 

2015 was a banner year for traditional PC makers too as Lenovo, Microsoft, Dell, HP, ASUS, and Apple all grew at a faster rate than the total eCommerce market.

In case you are wondering, even though it appears further down the list, Apple was no slouch in 2015— it grew 37% YoY and was the largest revenue generating brand by more than double Samsung.  Its base was just significantly larger than the rest, which accounts for the lower YoY growth.

On the horizon from 1010data 

Next week, as part of a partnership with TWICE, we will be announcing the winners of the 2015 eCommerce Awards. 

Go to to learn who the winners are on January 6th or read about them at CES in the TWICE show daily. 

And, throughout 2016 be sure to check out TWICE and the 1010data Blog for more sales trends and consumer behavior across consumer electronics categories.


1010data’s Ecom Insights panel consists of millions of online shoppers in the U.S. who allow 1010data to anonymously track their online behavior for market research purposes, including e-commerce activity. 

1010data applies advanced, proprietary statistical modeling, machine learning, and data science techniques to ensure that its panel is representative of the Internet Browsing Population in the U.S. and suitable to extrapolate observations to the broader population. 

Retailers measured include the top 100 online mass retailers in the United States that – according to 1010data’s estimates – make up over 95% of hard line goods ordered online Total Spent.