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Consumers Putting Off CE Purchases: Survey

Dallas – Nearly half of U.S. broadband households did not buy a
CE product in the first half of 2009, although computers and LCD TVs were the
top choices for those who did.

According to a new survey by Parks Associates, a market research
firm and consultancy based here, CE spending has fallen below 2008 and 2007
levels, as recession-wary consumers continue to put off purchases.

But intentions to purchase are higher in the second half of 2009,
the survey showed, when holiday demand will spur sales of smartphones, ear buds,
GPS devices and digital photo frames.

For those who did buy CE during the first six months of the year,
desktops, laptops and LCD TVs were the most popular purchases, with 14 percent
to 17 percent of households investing in those categories.

About 5 percent of broadband households purchased netbooks in the
first half of 2009, a strong market start, and more than 10 percent will have
them by New Year’s, the survey showed.

“In general, U.S. consumers who are buying are taking longer to
do so, spending more time researching the product, and then waiting for the
right time – meaning a sale or steep discount – to make the purchase,” said
Parks CEO Tricia Parks.

The report, Consumer Decision Process, is based on multiple
surveys throughout the year on consumer purchases, intentions, brand loyalty,
shopping processes, information sources, prices paid, future budgets and
triggers to purchase phases.

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