Internet research influences consumer electronics purchases, says study
November 7, 2006
Seventy-seven percent of consumer electronics purchases were influenced by Internet research, according to a joint Consumer Electronics Association and Yahoo! study.
“Understanding How Consumers Use the Internet to Research and Shop for CE Products,” conducted by Hall and Partners, explored the path to purchase for five CE products: cell phones, computers, digital cameras, digital music players and televisions, and found that online research time directly correlated to product price.
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. For those who purchased, 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. Seventy-three percent of consumers said comparing prices of the same product at different stores is easy to do online, and 64 percent said they preferred online because there is a wider variety of products. Forty-five percent of those who research online and purchase offline use a search engine during the information-gathering process.
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