Consumers pick gadgets over Gucci

Technology replacing clothing as the way to make a fashion statement, according to Microsoft

Must have item: 43 per cent said they would rather spend their money on a new gadget than clothing

A new breed of style-conscious shoppers are opting for technology over clothing for their overall fashion image, according to a new report from software giant Microsoft.

The vendor’s Microsoft Tech To Impress Report found that nearly half of 1,000 UK respondents said being able to show off the latest gadget is as important to their overall fashion image as an item of clothing.

Of those surveyed, 43 per cent said they would rather spend their money on a piece of technology than on a piece of clothing. Six out of 10 people admitted to leaving their new gadget on the table for envious friends to admire.

The report also found a rise in mobile working practices, with the average office worker spending over an hour a day longer working on the move than they did two years ago.

This has changed people's perception of the significance of technology, claimed the report. Of those polled, 40 per cent agreed that the appearance of their mobile devices is more important now than it was five years ago.

The report also revealed that young professional women are now much more likely to own several portable gadgets such as mobile phones, digital cameras and laptops. The research suggested that manufacturers have recently focused on creating products that are designed to appeal to women.

Andre Reuter from Microsoft said: “This research is further proof of the social impact of the rise of mobile working. As more people use technology on the move and therefore in front of others, this places far more importance on the look of the accessories they are using than ever before.

“It has got to the point where technology is now an integral part of many people's image, and this is why Microsoft is committed to producing the very best-looking, easy-to-use mobile hardware for busy people who need to look good.”

Microsoft’s report also investigated consumer shopping habits, which have seen spending on mobile technology rise 14 per cent in the past five years. Nearly a quarter of the population admitted to purchasing a piece of technology based on its appearance, regardless of whether they needed it.