Online CE Purchases Outpacing Rest of Ecommerce Industry, Study Finds
According to research released this week by Parks Associates, 27 percent of U.S. broadband-connected households made their most recent consumer electronics purchase through an online retailer. That figure, which Parks said was boosted in large part by smart speaker sales, is nearly triple the rate that consumers are shopping online in general.
The report, “360 View: Connected CE and Trends,” found that both national and local brick and mortar retailers accounted for nearly 50 percent of recent CE purchases, followed by the 27 percent for online retailers, 13 percent came from service providers like cellular and cable companies, and another 11 percent of purchases were made direct from a manufacturer.
“Overall e-commerce accounts for 9-10 percent of all U.S. retail sales, so CE products sales are well above that average,” Kristen Hanich, Research Analyst, Parks Associates, said in a statement. “The popularity of smart speakers in particular are driving online sales, with more than 60 percent of recent sales going through an online retailer such as Amazon. Since intention to purchase for smart speakers is also growing year-over-year, online retailers stand to take an even larger part of CE purchases going forward.”