The 2015 1010data Ecommerce Awards, Presented by TWICE - Twice

The 2015 1010data Ecommerce Awards, Presented by TWICE

The best-selling CE brands online at the top 100 retailers in the U.S.
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Introducing the awards

The 1010data Ecommerce Awards presented by TWICE recognize the best-selling consumer electronics brands online at the top 100 retailers in the US. Winning brands are ranked both by the total dollars of their product sold online and by number of units sold online during 2015.

How we determined the winners

Dates for the analysis are Jan 1, 2015 to Dec 25, 2015. Winners were identified using 1010data's Consumer Purchase Panel. This opt-in panel anonymously measures where consumers shop online, the purchase path they take and which items they ultimately purchase. The panel data comprises analysis of the top 100 online retailers in the US, covering approximately 95% of total retail purchases as defined by 1010data.

Because of the range of average sales prices within a particular category, 1010data is recognizing winners for both total dollars in 2015, and also units sold. 

First, second and third place winners have been crowned for 11 of the most popular Consumer Electronics categories.  These categories are:

  1. Drones
  2. Headphones
  3. Imaging
  4. Laptops
  5. Printers, Inkjet
  6. Printers, Laser
  7. Smartphones
  8. Speakers
  9. Tablets
  10. Televisions
  11. Wearables

For a printable view of all winners, please click here for Winners by Share of Units Sold and or here for Winners by Share of Dollars Sold.

Drones:    

Share of Total Dollars Online:

Winner: DJI (48.3%) 2nd Place: Syma (8.4%) 3rd Place: Hubsan (5.0%)

Thanks to DJI’s average purchase price of $1,076, this brand easily wins the Drone Ecommerce Award.  The most popular DJI drone being purchased online is the DJI Phantom 3 Professional Quadcopter. To no one’s surprise, Amazon is the #1 destination to purchase DJI drones, however, it is not Amazon Direct. The Amazon Marketplace is responsible for nearly 80% of DJI’s sales!

Share of Units Sold Online:

Winner: Syma (20.8%) 2nd Place: Hubsan (14.6%) 3rd Place: UDI RC (7.3%)

Syma, which sells a less expensive “toy” drone, is riding high after an absolutely huge holiday season, where 27.7% of all drones purchased online were Syma drones. For the year, the average purchase price of a Syma drone is $45.39 making it one of the most affordable options in the market today. The most popular Syma drone selling online is the Syma X5C Quadcopter.

Headphones  

Share of Total Dollars Online:

Winner: Bose (13.0%) 2nd Place: Beats by Dre (12.0%) 3rd Place: Sennheiser (9.0%)

With $1.4B in online sales for headphones, Bose edges out Beats by Dre to win the Ecommerce Award for sales in 2015. This race was ultimately decided by conversion effectiveness, where Bose headphones converted at 3.7%, higher than either Beats by Dre or Sennheiser.  The top selling Bose headphone online this past year is the Bose QuietComfort 25 Acoustic Noise Cancelling Headphones.

Share of Units Sold Online:

Winner: Panasonic (9.7%) 2nd Place: Sennheiser (4.8%) 3rd Place: Sony (4.1%)

Panasonic’s in-ear headphones typically sell for less than $7, which provides consumers with a great economic solution to their audio needs.  The most popular Panasonic headphone is the black, in-ear Headphone, model RPHJE120K. Sennheiser deserves special recognition for placing in the top three for both dollars and units!

Imaging (Cameras + Camcorders)  

Share of Total Dollars Online:

Winner: Canon (23.5%) 2nd Place: Sony (17.4%) 3rd Place: Nikon (16.9%)

In the $1.9B ecommerce market for Imaging, Canon has come out on top.  Canon’s ability to appeal to the higher end market, delivering an online average purchase price of $567.46 compared to the category average of $391.82 helped launch them to the top of this category. Their most popular item being purchased online is their Canon EOS Rebel T5.

Share of Units Sold Online:

Winner: GoPro (16.4%) 2nd Place: Canon (16.2%) 3rd Place: Nikon (14.1%)

In the closest race this year for units sold, GoPro uses a big holiday season push to claim the top spot for units sold.  GoPro’s average purchase price of $268.82 is nearly $300 lower than Canon’s.  GoPro also has one of the highest conversion rates of any brand in this category. Their most popular item being purchased online is their GoPro Hero4 Silver.

Laptops 

Share of Total Dollars Online:

Winner: Apple (38.6%) 2nd Place: Dell (15.0%) 3rd Place: ASUS (10.3%)

Apple continues to dominate the computing market (more on this later), garnering nearly 40% of all dollars spent online on laptops. Their web site, Apple.com is responsible for the majority of Apple’s sales; nearly 80% of their online revenue came from their web site.  Their most popular model being purchased online is their 13-inch MacBook Pro with Retina display.  ASUS leverages a $55 average higher purchase price than HP to claim the 3rd place mention.

Share of Units Sold Online:

Winner: Apple (20.3%) 2nd Place: Dell (17.3%) 3rd Place: HP (15.4%)

Apple double-dips in the laptop category winning in both dollars and units.  Their own website, Apple.com, is a tremendous competitive advantage for them.  It is in the units sold category where you can see the real long-tail of the web play out as there are many brands selling laptops online.  Dell and HP, with identical conversion rates, round out the top 3 brands.

Printers (Inkjet)

Share of Total Dollars Online:

Winner: HP (41.4%) 2nd Place: Epson (22.8%) 3rd Place: Canon (22.2%)

HP is to inkjet printers what Apple is to laptops. The Palo Alto resident claims the top place for inkjet printers with 41.4% of all dollars sold online.  With over 45% of all inkjet printer product views being an HP printer, it is clear HP is top of mind for many shoppers when considering their next inkjet printer purchase.  Their most popular item being purchased online is the HP Envy 4500 Wireless All-in-One Color Photo Printer. 

Share of Units Sold Online:

Winner: HP (46%) 2nd Place: Canon (24.2%) 3rd Place: Epson (19.4%)

HP double-dips in the inkjet printer category winning in both dollars and units.  While HP’s own website, HP.com, provides a great advantage over their competition, the Amazon Marketplace remains the most popular location to purchase their printer.  The Amazon Marketplace sells nearly 23% of all HP’s inkjet printers.

Printers (Laser)

Share of Total Dollars Online:

Winner: Brother (40.3%) 2nd Place: HP (37.2%) 3rd Place: Canon (7.7%)

A huge holiday season helped Brother move past HP to claim the Ecommerce Award for laser printers.  Brother printers convert at a category-high 4.5%. Their most popular model selling online is the Brother HL-L2340DW Compact Laser Printer.

Share of Units Sold Online:

Winner: Brother (46.0%) 2nd Place: HP (28.4%) 3rd Place: Canon (10.0%)

Amazon.com is responsible for over half of all laser printers that are purchased online, and is exactly where Brother was able to outperform HP to claim the crown for 2015 Ecommerce Award Winner in both dollars and units.  The average purchase price of a Brother laser printer online is $155.66 compared to HP’s average purchase price of $232.47.

Smartphones   

Share of Total Dollars Online:

Winner: Apple (36.7%) 2nd Place: Samsung (15%) 3rd Place: Motorola (10.8%)

Apple’s iPhone continues to be the most popular smartphone in the market today.  With nearly 37% of all smartphone dollars online going to Apple they continue to dominate a category they brought mainstream.  In the words of Chris Lochhead, Apple is indeed the Category King.  The most popular Apple smartphone being purchased online today is the iPhone 6s 64GB.

Share of Units Sold Online:

Winner: Apple (21.8%) 2nd Place: Samsung (11.9%) 3rd Place: Motorola (9.0%)

More than 1 out of every 5 smartphones purchased online is an Apple.  This is one of two categories where the top three winners are the same for both dollars and units sold.  Here again, Apple’s website Apple.com, gives Apple a huge competitive advantage.

Speakers  

Share of Total Dollars Online:

Winner: Amazon (22.7%) 2nd Place: Bose (7.4%) 3rd Place: Sonos (4.4%)

To some, Amazon winning the Ecommerce Award for Speakers may come as a surprise.  But this is what happens when a well-designed product connects with the tremendous distribution and marketing arm that is Amazon.com.  Amazon, in total, is responsible for 80% of all speaker dollars online. Their most popular speaker product, the Echo, has an average purchase price of $175.

Share of Units Sold Online:

Winner: Amazon (13.6%) 2nd Place: Logitech (5.2%) 3rd Place: Bose (3.4%)

Amazon double-dips, not only driving the most amount of dollars for speakers online, it is also the most popular online speaker in terms of units sold. Amazon speakers (the echo + the Bluetooth speakers) combined to sell twice as many units as any other speaker online. 

Tablets 

Share of Total Dollars Online:

Winner: Apple (38.7%) 2nd Place: Microsoft (22.7%) 3rd Place: Amazon (18.5%)

Much like the Smartphone, Apple recreated the category of tablets, and is the Category King with nearly 40% of all dollars spent on tablets online going to Apple.  Microsoft made a significant push with their product launch in October, which you can read about here

Share of Units Sold Online:

Winner: Amazon (42.4%) 2nd Place: Apple (22.6%) 3rd Place: Samsung (8.8%)

Amazon’s Fire and Kindle combined to sell nearly twice as many units as the iPad family in 2015.  As retailers like Best Buy begin carrying Amazon devices it will be interesting to watch how these share numbers change over time. 

Televisions    

Share of Total Dollars Online:

Winner: Samsung (45.0%) 2nd Place: Vizio (16.6%) 3rd Place: LG (6.6%)

Samsung dominates television sales online.  With 45% of all TV dollars spent going to a Samsung TV, they easily win this year’s Ecommerce Award for Televisions. This is the only other category where the top three for dollars is the same as the top three for units sold (Smartphones). Samsung’s most popular product being purchased online is the Samsung 40” LED 1080p. 

Share of Units Sold Online:

Winner: Samsung (31.2%) 2nd Place: Vizio (14.4%) 3rd Place: LG (5.3%)

Samsung not only wins in dollars, they also win in units sold.  Samsung sold over 2x more televisions online than anyone else and is the only television manufacturer to sell over 1M units online! Other than Amazon.com, Bestbuy.com was the second most important outlet for Samsung televisions.

Wearables 

Share of Total Dollars Online:

Winner: Apple (47.9%) 2nd Place: Fitbit (27.5%) 3rd Place: Motorola (3.7%)

The wearables market is a combination of Smart Watches and Activity Trackers.  Apple entered this space in April 2015 and immediately catapulted to the category lead.  Nearly 40% of all dollars spent on wearables online are spent at Apple.com.  The average purchase price of an Apple wearable is $523, compared to a category average purchase price of $162.84. 

Share of Units Sold Online:

Winner: Fitbit (36.5%) 2nd Place: Apple (14.9%) 3rd Place: Jawbone (3.9%)

When looking around at your friends and neighbors, you are much more likely to see them wearing a Fitbit than any other wearable.  There were more units of Fitbit purchased online than any other wearable, and more than twice as many Fitbits purchased than Apple Watches.  Amazon.com is the top retailer online for selling Fitbit products.

Looking ahead

“It is with great pleasure that we partner with 1010data to present these ecommerce awards.  Our readers have come to expect that TWICE can give them the best information and perspective on the consumer electronics industry. 1010data provides an exciting and never-before-seen view in to the role of ecommerce and online path to purchase for the consumer electronics industry. Readers can expect to see deeper dives into online sales and trends in consumer electronics from 1010data and TWICE throughout 2016.” – John Laposky, Editor-in-Chief, TWICE.

About the Awards

The 1010data Ecommerce Awards presented by TWICE recognize the best-selling consumer electronics brands online at the top 100 retailers in the US. Winning brands are ranked both by the total dollars of their product sold online and by number of units sold online during 2015.

Winners are identified using 1010data's Consumer Purchase Panel. This opt-in panel anonymously measures where consumers shop online, the purchase path they take and which items they ultimately purchase. The panel data comprises analysis of the top 100 online retailers in the US, covering approximately 95% of total retail purchases as defined by 1010data.  For more information, please visit www.1010data.com.

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