e-Commerce and Consumer Electronics: Online ... - NPD Group

More documents

Recommendations

Info

e-Commerce and Consumer Electronics: Online Shopping & Purchasing Executive Summary Proprietary and Confidential Source: The NPD Group / e-Commerce and Consumer Electronics: Online Shopping & Purchasing, June 2011
An Industry Perspective by Stephen Baker The Relevancy of the Retail Storefront Nameplate by Stephen Baker Vice President, Industry Analysis The NPD Group, Inc NPD’s recent e-commerce topical report, “e-Commerce and Consumer Electronics: Online Shopping & Purchasing” provided some fascinating insights into the online and in-store shopping and buying activity of the US electronics consumer. Although many in the industry continue to believe that the whole world is coming online (and that they are doing it today), NPD’s latest data shows a much more nuanced level of activity. First and foremost the brick-and-mortar store is here to stay (shocking, isn’t it?). That’s because consumers derive distinct values from in-store shopping and browsing, and they display very specific product preferences favoring physical retailing environments. At the same time, they also value the retail nameplate, which makes the value of e-commerce very complementary to the value of the store and puts retailers in the driver’s seat long-term in exploiting the multi-channel experience that only they can bring to the table as the only multi-channel shopping and buying experience Yet the e-commerce channel is stealing share, mindshare, and product share from traditional brick-and-mortar and retailers, including manufacturers using the Web to sell direct to consumers, and online-only pure-play retailers offering retail and price advantages that even multichannel retailers cannot duplicate. Of course there are continued challenges to the relevancy of the store, plus younger consumers remain a concern as their propensity to research and shop online (although not to buy) remains considerably above the norm. In addition, areas that appeared to be a value for traditional off-line stores may not be as critical as was they were once commonly believed to be. The positive takeaway from this report is the one that smart marketers and retailers have preached for years: Consumers will shop multiple channels to satisfy their desires, and one type of shopping experience does not fit all types of consumers or products. Proprietary and Confidential Source: The NPD Group / e-Commerce and Consumer Electronics: Online Shopping & Purchasing, June 2011 5
Page 1 and 2: AUTOMOTIVE BEAUTY COMMERCIAL TECHNO
Page 3: � Objective Objectives and Method
Page 7 and 8: An Industry Perspective by Stephen
Page 9 and 10: Consumers in the market for CE prod
Page 11 and 12: Males are significantly more likely
Page 13 and 14: Computers and software are the item
Page 15 and 16: More than eight in ten of those who
Page 17 and 18: Overall, approximately four-in-five
Page 19 and 20: 57% of consumers report having ever
Page 21 and 22: Not surprisingly, the younger age g
Page 23 and 24: e-Commerce and Consumer Electronics
Page 25 and 26: Only 1/3 of the respondents who hav
Page 27 and 28: Males have purchased more of each C
Page 29 and 30: Just over six-in-ten consumers who
Page 31 and 32: When purchasing CE online, customer
Page 33 and 34: It appears retailers with a physica
Page 35 and 36: Best Buy, Walmart and Target are th
Page 37 and 38: Dell edges out Apple as the top des
Page 39 and 40: Regional retailers such as 6 th Ave
Page 41 and 42: Klipsch, Hitachi, Dell and TomTom a
Page 43 and 44: Lower prices are the leading driver
Page 45 and 46: Shipping costs are the leading driv
Page 47 and 48: e-Commerce and Consumer Electronics
Page 49 and 50: Just under two-in-three consumers r
Page 51 and 52: Past 12 month online CE shopping is
Page 53 and 54: Walmart edges out Best Buy as a des
Page 55 and 56:
About one in seven consumers shoppe
Page 57 and 58:
Convenience and lower price points
Page 59 and 60:
Consumers who report purchasing CE
Page 61 and 62:
Online-only sites are slightly more
Page 63 and 64:
It’s no surprise that the number
Page 65 and 66:
No significant difference exists wh
Page 67 and 68:
e-Commerce and Consumer Electronics
Page 69 and 70:
Older CE consumers are more resista
Page 71 and 72:
Page 73 and 74:
Voice of the Consumer Q24. Why did
Page 75 and 76:
Sixty-two percent of US consumers a
Page 77 and 78:
Page 79 and 80:
Staples edges out other traditional
Page 81 and 82:
Apple ranks #1 in terms of ease of
Page 83 and 84:
Gender 54% 50% 50% 53% 51% 50% 50%
show all

e-Commerce and Consumer Electronics: Online ... - NPD Group

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?