CE No. 1 For Holiday Shoppers
By Alan Wolf On Jan 30 2012 - 5:01am
BOULDER, COLO. —
Fully 100 percent
of consumers surveyed in a holiday
shopping poll reported purchasing
a CE device last season.
The survey of more than 4,200
shoppers, conducted earlier this
month by retail services firm Market
Force Information, found that video
game titles and hardware were the
most popular electronics items, followed
by TVs, DVD players and other
Of those surveyed, 35 percent said
they purchased a CE product online,
while 100 percent of respondents
said they bought at least one device
from a brick-and-mortar store. Of the
latter, more than half visited a physical
location for the immediacy of the purchase
and 46 percent said they were
lured by special in-store promotions.
Another 39 percent wanted to avoid
shipping costs, while 35 percent
wanted an in-person demonstration
of the device.
Best Buy was the most popular
storefront retailer among CE shoppers,
followed by Walmart and Target.
Mobile phone stores, Apple
Stores, Staples and GameStop were
also cited by respondents, although
none received more than 5 percent of
Inside the stores, more than threequarters
of shoppers said they were
helped by a sales person, 44 percent
received a specific product recommendation
from the associate and, of
those, 85 percent bought the product
that was recommended.
“We discovered that the human factor
in the retail process is incredibly
powerful when consumer electronics
are concerned,” said Market Force
chief marketing officer Janet Eden-Harris.
“Not only do shoppers value and
trust the opinions of electronics salespeople,
they also tend to follow their
advice, which tells us this role carries
more weight than in other industries.”
On the product front, 32 percent of
respondents reported buying gaming
equipment for themselves or others,
while 31 percent bought TVs, DVD
players and other TV components.
Smart phones and digital cameras
tied for third place at 24 percent each,
followed by computers at 23 percent.
Tablets and e-readers were only
purchased by 21 percent and 20 percent,
respectively, the survey showed.
The results contradict retailers’
reports of dramatic sales gains for
handheld mobile devices and weakness
within the TV and gaming sectors
during the holiday period. Many
dealers also reported flat to lower CE
sales for the season.
Market Force’s pool of 4,206 survey
respondents ranged in age from
18 to more than 65, and reflected a
broad spectrum of income levels, with
half reporting household incomes of
$25,000 to $50,000 a year. Seventytwo
percent were women, the primary
household consumer purchasers, and
more than two-thirds were married.