Don't Forget the Accessories
By Todd Thibodeaux, VP, Market Research, Consumer Electronics Association
When it comes to figuring out how consumers buy accessories, several distinct patterns of behavior emerge. About one-third of consumers purchase accessories only when they are buying a new CE product, about one-third purchase accessories only after using the CE product and about one-fourth buy accessories both at the time of sale and afterward. The remaining consumers (6 percent) don't buy accessories at all. These patterns only reinforce the notion that purchases of CE products power accessory market growth, both during and after a boom period in CE hardware.
Consumers as a whole tend to gravitate towards general electronics stores (60 percent, examples: Best Buy and Circuit City), mass merchants (56 percent, examples: Kmart, Wal-Mart and Target) and specialty electronics stores (36 percent, example: Radio Shack) when purchasing accessories. Men are more likely than women to purchase accessories from general electronics stores and less likely to purchase them from a mass merchant. The same is true for higher income households when compared to lower income households. And in terms of age, adults age 18-54 are more likely to purchase accessories from general electronics stores than seniors (55+).