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Global Perceptions of Wireless Power: New Market Study

The WPC commissioned a new market study to see how consumers felt about the latest collection of wireless products and services. The results are unequivocal and remind those of us in the industry why we invested so much for so long.

This study included 2,000 consumers in the US, Europe and Asia. The most important insights to come out of this research include:

1. Consumers love wireless charging—it has become a must-have feature for many of those who have used it.
2. The user satisfaction with the breadth of the now-available products is high.
3. Beyond the phone, consumers desire wireless charging in laptops, personal care products and power tools. (See Live demonstrations of laptops and power tools featured during CES this week.)
4. Consumer awareness has grown significantly, but a useful understanding of how wireless charging works and the benefits it brings is still low.

Consumers love the feature of wireless charging
Wireless charging addresses several consumer needs: a solution to battery anxiety, convenience and device reliability. Battery anxiety is still a major issue with mobile phone use and is even more of a problem as phones get more powerful and we become more dependent on them. Consumers are discovering that having wireless chargers at home, in the car and at work is proving to be a solution to battery anxiety. Approximately 49% of consumers who have used wireless charging accessories purchased more than one and 15% purchased three or more.

Nearly half of consumers who use wireless charging have purchased two or more chargers for an always-charged experience.

After the concept is described, 90% of the consumers who have not used wireless charging view it as appealing and nearly 80% indicate they plan to purchase a wireless charging product in the near future. In addition, 76% reported that they would use wireless chargers if they were built into their smartphone, and 50% of consumers would make a phone selection based on the availability of the feature.

User satisfaction is high:
To use wireless charging is to love wireless charging. There are now over 800 registered products in the Qi database, and the choice of products from basic and low-cost to full-featured is robust—but do consumers like how they work? Among other things, this study set out to assess how satisfied consumers were with the existing ecosystem of wireless charging products and areas that might benefit from improvement.

This study revealed that consumers are quite satisfied with how well Qi wireless charging works, the price is right and the feeling is that the systems are easy to use, safe and reliable.

Experienced consumers rate level of satisfaction with wireless chargers


Having a selection of portable charging options like charging pads and stands gives consumers the freedom to locate chargers in their environment in ways that complement their lifestyle.

Going beyond the smartphone: What’s next?
Wireless charging brings significant utility to cell phone applications and consequently, it is becoming a must-have feature in handsets. However, wireless charging also offers benefits in other applications like laptop computers and power tools. Not surprisingly, the study revealed that consumers believe wireless charging should be a feature in some laptop, personal care and other common devices.

Beyond phones, consumers want wireless charging in laptops, personal care products and power tools.

Laptop computers and power tools need at least 60 watts to charge at wired speeds, and the WPC, with help from members like Bosch and Dell, are well into this medium-power addition to the Qi spec. Several demonstrations of Qi-charging notebook computers and power tools can be seen this week in WPC’s booth at CES.

Beyond Awareness: Experience and Education
For many of us, the initial pleasure and utility of wireless charging is taken for granted. We understand how it works, why it adds value and how it opens up a world of new products, services and ways to interact with our environment. But most consumers have not experienced this first-hand and until they do, the benefits are not appreciated. This insight highlights the opportunity to expand effective consumer awareness, which can inform advertising and marketing programs.

Global Perceptions of Wireless Power: New Market Study