CEA Study: More Consumers Research Tech Online, Still Buy in Stores
Nearly two-thirds of U.S. consumers (62 percent) and more than three quarters of Millennials (77 percent) go online, either on a computer or their mobile device, to research the latest tech accessories before deciding which product to buy, according to a new study by the Consumer Electronics Association. However, CEA’s 2nd Annual Accessories at Retail study found that, while they’re doing their research online, a majority of final purchases are made in-store—only 30 percent of consumers indicated they made final purchases on a computer and just 7 percent said they used their smartphone.
The study, which looks into how and where consumers are purchasing tech products, asked consumers to identify the top drivers for unplanned in-store tech accessory purchases. Their responses included store displays (31 percent), recommendations made by a friend or family member (29 percent), and a helpful sales person (10 percent).
"Consumers want to ask questions and get demonstrations during the purchasing process," Steve Koenig, senior director, market research at CEA, said in a statement. "Online and physical retailers, along with manufacturers, need to look for innovative ways to accommodate this dynamic. As more and more consumers use their mobile devices to find and purchase accessories, features like live chats, short video demos or online tutorials can help retailers increase the likelihood of winning the sale."