According to a study released by the Consumer Electronics Association (CEA), "Understanding Specialty, High-End Electronics Shoppers," the most popular places for consumers to shop for home audio and video equipment are mass merchant retailers and general big-box electronics stores, with 62 percent and 57 percent, respectively, of consumers frequenting those outlets for their home audio and video needs. Fifteen percent of consumers report shopping for audio and video equipment at specialty, high-end stores.
While specialty, high-end electronics stores draw a smaller percentage of consumer electronics shoppers than larger retail outlets, says CEA, consumers who frequent specialty stores count product quality as the primary driver. In comparison, the strongest motivations for shopping at other types of stores are price and location.
"Our research has shown that as consumers find more and more choices in the electronics retailer space, price and convenience become paramount in their decision making," explains Joe Bates, director of research at CEA. "Having said that, specialty store shoppers are uniquely focused on quality and value and place less emphasis on price. In fact, we've found that specialty, high-end store shoppers spend more on home audio and video equipment annually than consumers who shop at mass market or general CE stores."