Consumer Electronics Purchases Heavily Influenced By The Internet

A recent study by the Consumer Electronics Association (CEA) and Yahoo indicates that about 77% of purchases are influenced by Internet research. A correlation was found that the amount of time spent online doing research is directly influenced by pr

November 8, 2006

Upon analyzing a selection of consumer electronics about 77% of purchases were determined to be influenced by Internet research. Conducted by Hall and Partners, the study looked at online behavior and purchases of digital cameras, MP3 music players, computers and flat televisions. The amount of time varied from 9 to 15 hours which equally corresponded to the price of the product. Higher ticket items were researched the longest and the average research time for purchasers was 12 hours. The study was conducted in June and surveyed more than 2000 US adults. An informal survey amongst shoppers in Abt's retail store found that more than 60% of customers shopped on Abt's website before coming into the store. Marc Cook, one of Abt's floor sales managers states, "Customers have become much more savvy about the technology before they come into our store. There are tons of websites out there providing information. Some are helpful and correct, while others are providing bad information. Luckily, we have some of the most knowledgeable sales staffs in the industry so if a customer wants us to educate them, we are more than happy to do that." The survey discovered higher priced items received more research as these are thought of as purchases. 29% of purchases were made online with 55% using a search engine to find the site, 46% went directly to the site and 10% found the site via a third party link. The Internet was determined to be the #1 source of information with a direct or indirect influence on $15.2 billion of consumer electronics buying. Abt has been busy over the past year incorporating more online tools to help their online customers learn more about their products. There are now more than 64 buying guides online ranging from simple explanations for coffee makers to more technical descriptions on new technologies like HD Radio and Blu-Ray/ HD-DVD. Guidester is another tool that helps lead customers to the right product to fit their needs. A customer is asked a few simple questions in regards to how they will use a product and the guidester offers matched suggestions based on those needs. There are currently 12 guidesters on the site now and Abt hopes to double that number before the end of the year. About ABT Electronics Abt Electronics & Appliance, a national leader in consumer electronics and appliance sales, can be found online at www.abtelectronics.com or in the Chicagoland area at 1200 N. Milwaukee Ave, Glenview Illinois, 60025.

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