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Survey: CE Shoppers Still Prefer Stores Over Websites


Despite a
significant surge in online sales during
the holiday selling season, the majority
of shoppers still prefer to make their CE
purchases at brick-and-mortar stores.

According to a survey conducted exclusively
for TWICE by to Integrated Marketing
Services (formerly Campaigners),
a division of Advantage Sales & Marketing,
nearly 69 percent of consumers said
they research CE products online but ultimately
buy them in retail stores.

Only 11 percent of respondents said
they both research and purchase CE
items online, while less than 6 percent
said they go to a brick-and-mortar store
to learn about a product before ordering
it on the web.

Price remains the No. 1 consideration
for consumers in making their purchase
decision. Fifty-nine percent pointed to
price as the primary driver, followed by 15
percent who cited an immediate need or
desire for the product. Nine percent said
the know-how of the sales staff is of utmost
importance, while 6.5 percent primarily
considered a retailer’s return policy.

Less than 6 percent said a website’s
research capabilities, such as user or editorial
reviews, are their key consideration,
while less than 3 percent are swayed by
free-shipping offers.

Although most people still buy CE in
stores, nearly 65 percent of all respondents
said they primarily turn to the web
to research the products they plan to buy,
compared with 10 percent who rely most
on recommendations from family and
friends, and 8 percent who chiefly look to
sales associates for product information.

As a result of their research, nearly 90
percent of respondents feel either very
or moderately informed about CE when
shopping in stores and only 15 percent
said they need “a lot of assistance.”

What’s more, 18.5 percent said they
very often know more about a product
or technology than the sales staff, while
nearly 69 percent said they occasionally
or somewhat often know more than
a store’s associates.

The survey also showed that more than
68 percent of consumers are either very
or somewhat interested in pre-packaged
bundles or accessories when shopping
for CE.

The poll was conducted on the eve of the
holiday selling season among nearly 700
respondents, the majority of whom were female
(57 percent) and between 25 and 55
(72 percent).