CNET Group Presents

How AI, Trust, and Value Are Reshaping Tech Buying

2026

What Really Drives Tech Purchasing?

At a moment when economic uncertainty and AI disruption are reshaping every tech purchase, CNET Group delivers clarity. Based on insights from over 3,700 U.S. consumers, the inaugural edition of our new annual TechPulse report dives into the modern buyer’s mindset to reveal the motivations, barriers, and triggers behind every tech decision.

Control is the
New Currency

When technology becomes indispensable, reliability becomes non-negotiable.

Tech now anchors our daily routines, and reliability has shifted from a functional expectation to an emotional imperative. For the modern buyer, when tech works, life works, and when it doesn’t, the ripple effects are immediate. But this deep dependence has created an increasingly fragile tipping point: the cost of failure is now higher than ever. For the majority of users, a single technical glitch is no longer just an annoyance; it is enough to derail their entire day.

67%

say a single tech glitch is enough to derail their entire day

46%

of consumers explicitly state they feel “in control” when their technology runs smoothly



The Takeaway

Reliability is now an emotional imperative.

Brands are no longer just selling hardware, they are selling the assurance of an uninterrupted life.

The Era of Pragmatic Spending

With tech now essential to daily stability, every upgrade carries more weight.

Consumers are navigating uncertainty by replacing impulse with investigation, seeking products that deliver lasting value rather than fleeting novelty. Today’s buyers are more skeptical, more deliberate, and more demanding than ever before.

72%

of consumers report they are spending just as much, or more, time researching purchases than they used to

76%

refuse to upgrade until new features clearly feel “worth the cost”

34%

are buying tech essentials now, but delaying discretionary purchases



The Takeaway

Consumers are still spending, but only when the value is undeniable.

Consumers now prioritize “built to last” over “newest and flashiest,” and brands must meet that expectation to earn the upgrade.

The Trust Gap

Widespread AI adoption meets deep-seated caution.

The modern tech landscape is defined by a consumer who is deeply reliant on technology, but also highly pragmatic and skeptical. Consumers have quickly adopted AI as a tool for efficiency and discovery, valuing the output, even if they doubt the outcome.

79%

of consumers reported using AI tools in the last 6 months

1 in 2

love using AI to help them research new products

But…

75%

of users often question AI recommendations and results

39%

worry that AI Overviews are incorrect or misleading

44%

will conduct deeper manual research after an AI overview when the decision involves an expensive purchase



The Takeaway

AI is embedded in how consumers research, but it is not yet a trusted decision authority.

As stakes rise, trust erodes, forcing brands to back up AI visibility with strong credibility, sourcing, and human reassurance.

Guided by AI.
Grounded by Experts.

Human verification is the new high-value action.

In a market flooded with automated content, expert guidance is the decisive force that turns interest into action. While AI offers speed, buyers prioritize depth, objectivity, and authentic, human experience, bridging that gap between skepticism and confidence.

81%

of consumers would never buy a new device without trusted human reviews

55%

value objective, lab-based test data when they read or watch product reviews

1 in 2

recent tech buyers say hands-on testing by industry experts is the most influential content driving purchase decisions



The Takeaway

AI expands the top of the funnel, but human expertise acts as the gatekeeper to the purchase.

High-stakes purchases demand trusted experts. Brands that prioritize verified, human-backed recommendations turn intent into action.

The Anatomy
of the Upgrade

The key factors that influence the how, when, and why of tech purchasing.

Upgrades today are intentional, not impulsive. Consumers aren’t chasing what’s new; they’re replacing devices when performance, durability, or usability no longer meet everyday needs.

The Driver

SMARTPHONES

Performance Anxiety:

42%

upgrade due to issues like slow speed or battery problems

LAPTOPS
Work-Ready Power:

70%

of usage centers on productivity and connectivity

TVs

Size Matters:

37%

are motivated by the need for a bigger screen

The Deal Breaker

SMARTPHONES

80%

Battery life dominates as the #1 must-have feature

LAPTOPS

72%

demand a fast processor and long battery life

TVs

72%

say picture quality is paramount. 1 in 2 look for screens 65”+



The Takeaway

Upgrades are purpose-driven, triggered by real problems, not impulse or hype.

Brands win when they align category-specific needs with trusted, hands-on validation that proves the problem has been solved.

Tech is Essential.
The Upgrade is Optional.

Brands that guide smarter, safer choices will win.

Unlock the full story behind the data. Contact your CNET Group sales representative, or connect with us here, for a category-specific briefing designed to fuel smarter decisions for your brand.

Contact CNET Group
Or email us at: cngtechpulsereport@cnet.com

Study Methodology

A quantitative survey was conducted online between October 27th – Nov 9th, 2025 with US adults 18-70. Over 3,700 people participated across two segments: N=2,665 CNET Media Group consumers and a Nationally Representative sample of N=1,050 adults reflecting the US Census distribution on Age, Gender and Region. Data is quantitative in nature and any findings reported comparing sub-segments of the total sample are statistically significant at the 95% confidence level