Accessory Purchases Explained
Nearly three-quarters (74 percent) of portable digital media device owners bought accessories from either a general electronics retailer (i.e., Circuit City) or an online merchant (i.e., Amazon.com), while a little more than one-quarter (26 percent) bought from a mass merchant (i.e., Target). But how likely are consumers to buy a portable digital media device and related accessories from the same retail channel?
The survey analysis reveals a significant relationship between buying activity of portable digital media devices and accessories in the three sales channels mentioned above. Some 78 percent of consumers buying a portable digital media device at a mass merchant also have bought accessories for it at one of these stores. The same congruency between device and accessory purchases is observed among 76 percent of buyers at general electronics stores and 64 percent of online retailers.