New York – The vast majority of consumers cannot function without
their CE devices, particularly computers, a new survey suggests.
According to a 2010 Electronics Retail Survey commissioned by Eye,
a seller of outdoor and commercial indoor ad space, fully 82 percent of
respondents said they could not live without their electronics, and more than
half (52 percent) said their CE devices define who they are.
The results are based on a random sample of 608 adults aged 18 to
64 who were surveyed online in August by pollster Toluna.
Computers were the overwhelming favorite CE product, cited by 82
percent as the one device they could not live without, far outpacing TVs (14
percent), digital cameras (3 percent) and MP3 players (1 percent).
Not surprisingly, 92 of shoppers said they planned to buy a
computer within the next three years. The next most popular planned purchases
included DVDs (85 percent), video games (76 percent) and digital cameras (74
percent). Half said they plan to purchase a PDA within the next three years
while only 40 percent plan to purchase a 3D TV.
The majority (60 percent) also said they “cannot resist new
Best Buy was the most popular brick-and-mortar destination for CE
shopping, with 75 percent having purchased an electronics product there over
the past year. Other frequented chains included Walmart (61 percent),
RadioShack (40 percent), Target (36 percent), Sears (27 percent) and Apple
Stores (26 percent.
Respondents’ favorite brands included: Sony (58 percent), LG (45
percent), Hewlett-Packard (39 percent), Samsung (36 percent) and Apple (36
The vast majority (99 percent) said advertising makes them aware
of new electronics products, and more than half of those interviewed for Eye’s
Electronics Retail Survey believe that mall advertising influences their
purchase decisions. Ninety-seven percent of shoppers like seeing new
electronics products advertised on larger formats, and 96 percent said it helps
them choose between different CE brands.
Three-quarters of respondents said online advertising most
influenced their purchasing decisions, followed by TV (73 percent) and word of
mouth (69 percent). Rounding out the top five ad mediums were ads in shopping
malls (57 percent) and magazines (46 percent).
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