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

Older consumers are significantly more likely to say they want to see products
in-person before purchasing as a reason for buying in-store after shopping
online.
Q12. Which of the following are reasons why you have researched/shopped for electronics on the Internet but ultimately
purchased the item(s) in-store in the past?
Needed product right away/didn't want to wait for shipping
I thought it would be difficult to return/exchange the item if
purchased online
Day and time of delivery was inconvenient if purchased online
Felt uncomfortable entering personal info like my credit card
number on website
Previous experiences while purchasing electronics online were
negative
Reason for Shopping Online but Purchasing In-Store – by Age
I did not want to pay for shipping costs
Wanted to see demo/product in person first
I wanted to be able to ask questions to a sales associate
Found a better price in-store
I could not find the item I was looking for online
The brand/model I wanted wasn't available online
The selection online was overwhelming
Dissatisfied with online selections where I shopped
Other
18%
15%
18%
21%
10%
12%
12%
15%
9%
8%
10%
10%
9%
9%
8%
10%
4%
6%
4%
8%
3%
4%
3%
5%
3%
4%
3%
4%
3%
1%
4%
5%
37%
43%
40%
38%
34%
38%
41%
30%
33%
33%
37%
Base: Shopped online/purchased in-store (n = 655), 18-34 (n=211), 35-54 (n=261), 55+ (183)
57%
62%
63%
65%
49%
56%
53%
68%
49%
56%
58%
59%
54%
Total
18-34
35-54
Proprietary and Confidential
Source: The NPD Group / e-Commerce and Consumer Electronics: Online Shopping & Purchasing, June 2011
46
55+
46