eBrain Research Reveals Key Customer Support Issues For Consumer Electronics

9-Jun-00

In the highly competitive world of consumer electronics sales, customer support is nearly as important as the product itself in consumersí minds. A strong sense of security in oneís ability to set-up and operate the product, as well as warranty coverage after a sale can be determining purchase factors for consumers. According to the results of the ""Customer Support Issues"" study, released by eBrain Market Research, a service of the Consumer Electronics Association (CEA), rebate offers, warranties and availability of support resources are the key customer support issues for consumers. Fifty percent of all consumers have purchased a consumer electronics product that included a rebate offer, and 70 percent of consumers who were offered a rebate claimed that the offer had a positive effect on their purchase decision. Eighty-five percent of respondents claimed to have redeemed the rebate offer. Another factor cited as important was the availability of a manufacturerís warranty on the product. A majority (67 percent) of respondents stated that it is reasonable to expect a manufacturerís standard warranty to cover the cost of repairs or replacement for up to one year after purchase. However, approximately 20 percent of consumers believe that consumer electronics products should be covered for ""as long as the product is owned."" That number increased to 28 percent among younger consumers. Finally, respondents expressed a desire for ease of access to customer support resources. While user manuals are still the most popular source of assistance to consumers who have basic questions, more and more consumers are turning to e-mail and online resources for support. The study was designed and formulated by eBrain Market Research, a service of CEA. eBrain is smarter research, providing the most comprehensive source of sales data, forecasts, consumer research, international research and historical trends for the consumer electronics industry. The ""Customer Support Issues"" study was conducted via telephone interview with a random national sample of 1,000 U.S. adults during January 2000. The complete study is available free to CEA member companies. Non-members may purchase the study for $495 by visiting http://eBrain.org or sending an e-mail to info@ebrain.org. CEA is a sector of the Electronic Industries Alliance (EIA). CEA represents more than 600 U.S. companies involved in the development, manufacturing and distribution of audio, video, mobile electronics, communications, information technology, multimedia and accessory products, as well as related services, that are sold through consumer channels. Combined, these companies account for more than $60 billion in annual sales. CEA also sponsors and manages the International CES - Your Source for Workstyle and Lifestyle Technology(SM). All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.

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