Internet research influences consumer electronics purchases – study
77 per cent of consumer electronics (CE) purchases were influenced by internet research, finds a study conducted by the Consumer Electronics Association, a trade association, and internet company Yahoo.
The study explores the ways consumers purchase five CE products: cell phones, computers, digital cameras, digital music players and televisions. The study found that as the price of a product increased so did the amount of time a consumer spent researching that product. The least amount of time spent researching was on cell phones at nine hours and the most times spent researching was 15 hours on televisions. The average amount of time spent researching online was 12 hours.
Although the majority of CE purchases are made at retail locations, the findings showed there are many reasons why a consumer would research online before purchasing in-store. 73 per cent of consumers said comparing prices of the same product at different stores is easy to do online and 64 per cent said they preferred online because there is a wider variety of products.
47 per cent of all purchasers used a search engine to research CE goods. According to the study, these 'searchers,' tend to consider more brands before they purchase and are 114 per cent more likely to consider internet display advertising in their research process.
Source link: dmeurope.com..
The study explores the ways consumers purchase five CE products: cell phones, computers, digital cameras, digital music players and televisions. The study found that as the price of a product increased so did the amount of time a consumer spent researching that product. The least amount of time spent researching was on cell phones at nine hours and the most times spent researching was 15 hours on televisions. The average amount of time spent researching online was 12 hours.
Although the majority of CE purchases are made at retail locations, the findings showed there are many reasons why a consumer would research online before purchasing in-store. 73 per cent of consumers said comparing prices of the same product at different stores is easy to do online and 64 per cent said they preferred online because there is a wider variety of products.
47 per cent of all purchasers used a search engine to research CE goods. According to the study, these 'searchers,' tend to consider more brands before they purchase and are 114 per cent more likely to consider internet display advertising in their research process.
Source link: dmeurope.com..
mljevar - 25. Oct, 00:01