Technology Study

About the study

This two-part study measures Turkish society’s relationship with technology, perceptions of technology addiction, device replacement frequency, research before purchasing, physical and online store preferences, and the brands people dream of and own. It was published in the September 2023 issue.

Key findings

• Although society is polarised on many issues, 94% agree that technology is a necessity rather than a luxury. 19.4% can say they are not addicted to technology; technology shopping largely means buying phones.
• 91% research before buying technology; phones are most often replaced “when they break” (30.6%) or every 4–5 years (26.5%), while computers are replaced when they break by 43.8% and after more than six years by 20.1%. 34.7% extend the warranty period; seven in ten use protective accessories; 26.6% do not use technology accessories, while headphones are part of daily life.
• 51.5% bring purchases forward because they expect price increases (panic buying in technology). Physical stores are slightly ahead of online shopping: Teknosa at 41%, MediaMarkt at 24.9% and Vatan at 13.7%, with Trendyol leading online. Samsung is both the phone people own and the one they dream of; for computers, the dream is Apple and the reality Lenovo. Of those considering buying products abroad, 74.9% want technology products and 63.1% a mobile phone. Six in ten associate obtaining their desired technology product with happiness.

Methodology

The study was conducted with 1,067 people across Türkiye, with a reported 95% confidence level and 3% margin of error. Regional, age and gender distributions representative of Türkiye were taken into account.

Ertan Aksoy’s assessment (summary)

Ertan Aksoy states that technology addiction is expressed with an “embarrassed admission”, and that inflation has pushed saving aside while technology consumption has increased.