Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Technology products have at home and plan to buy/upgrade in next three months, November 2011
- Figure 2: Technology products personally owned and plan to buy/upgrade in next three months, November 2011
- Market factors
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- Figure 3: Seasonally adjusted unemployment rate, by age, August-October 1992-2011
- Companies, brands and innovation
- The consumer
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- Figure 4: How consumers describe their knowledge of and interest in technology products, by gender, November 2011
- Figure 5: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
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- Figure 6: Consumers’ attitudes towards researching technology products, November 2011
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- Figure 7: Consumers’ behaviour when buying technology products, November 2011
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- Figure 8: Sources of information and advice influencing the purchase of televisions, smartphones and computers, November 2011
- What we think
Issues in the Market
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- What can be done about the negative perception of salespeople selling technology products?
- What will encourage consumers to buy technology products from physical retailers?
- What will encourage consumers to buy technology products from online retailers?
- Should retailers be concerned about how consumers are using their mobile devices to research technology products in-store?
Future Opportunities
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- Trend: Life Hacking
- Trend: Why Buy?
Internal Market Environment
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- Key points
- The rise of mobile internet-enabled devices
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- Figure 9: Electronic devices have at home, October 2010-11
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- Figure 10: Methods of accessing the internet, 2010-11
- In-store activities on a mobile phone
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- Figure 11: Activities performed in retail stores via a mobile phone, October 2011
- Broadband divide still exists
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- Figure 12: Broadband penetration, by age, 2004-11
- What do consumers buy online?
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- Figure 13: Types of products purchased on the internet in the last three months, October 2011
- How do consumers pay for online purchases?
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- Figure 14: Purchasing on the internet and methods of payment used, 2007-11
Broader Market Environment
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- Key points
- UK economic growth shows uncertain path
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- Figure 15: GDP quarterly percentage change, Q1 2004-Q4 2011
- One in five 16-24-year-olds are unemployed
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- Figure 16: Seasonally adjusted unemployment rate, by age, August-October 1992-2011
- Uncertain economic climate to dampen technology spending
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- Figure 17: GFK NOP Consumer Confidence Index, January 1988- December 2011
Who’s Innovating?
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- Key points
- Comet expands online sales via eBay
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- Figure 18: Screenshot of Comet’s store on eBay, 3 January 2012
- Bringing the shop to the consumer
- Free wi-fi for shoppers
- Interactive guide in addition to knowledgeable staff
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- Figure 19: Apple iPads as electronic product guides in Apple retail stores, January 2012
- Rent an iPhone 4S from O2
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- Figure 20: Total cost of O2’s iPhone 4S contracts over 12 months, by contract type, January 2012
Interest in Technology Products
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- Key points
- How consumers describe their technology interest and knowledge
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- Figure 21: How consumers describe their knowledge of and interest in technology products, by gender, November 2011
- Figure 22: How consumers describe their knowledge of and interest in technology products, by age, November 2011
- Technology in the home
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- Figure 23: Technology products have at home and plan to buy/upgrade in next three months, November 2011
- Personal technology products
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- Figure 24: Technology products personally owned and plan to buy/upgrade in next three months, November 2011
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- Figure 25: Top three technology products planned to buy or upgrade in the next three months, by How consumers describe their knowledge of and interest in technology products, November 2011
Testing, Experimenting and Comparing In Person
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- Key points
- Almost a quarter of consumers will buy without seeing the real thing
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- Figure 26: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
- Figure 27: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by How consumers describe their knowledge of and interest in technology products, November 2011
- Televisions, smartphones and computers top the list of technology products for in-person testing
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- Figure 28: Consumers who want to test, experiment or compare in-person prior to the purchase of televisions, smartphones, and computers, by age, November 2011
- Fewer consumers express the need to test a tablet
Researching Technology Products In-Store
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- Key points
- Are salespeople knowledgeable enough?
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- Figure 29: Consumers’ attitudes towards researching technology products, November 2011
- Figure 30: Agreement with the statement ‘salespeople in stores often lack the technical knowledge to provide useful advice’, by How consumers describe their knowledge of and interest in technology products, November 2011
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- Figure 31: Agreement with the statement ‘salespeople in stores often lack the technical knowledge to provide useful advice’, by age, November 2011
- One-third of consumers stick with brands they know
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- Figure 32: Agreement with the statement ‘I tend to stick to brands I know when I research technology products’, by gender, November 2011
- Figure 33: Agreement with the statement ‘I tend to stick to brands I know when I research technology products’, by age, November 2011
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- Figure 34: Agreement with the statement ‘I tend to stick to brands I know when I research technology products’, by How consumers describe their knowledge of and interest in technology products, November 2011
- One in five have compared prices in a shop
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- Figure 35: Agreement with the statements ‘I have used my mobile phone/tablet to compare prices while shopping for technology products in a store’, and ‘I would like to use my mobile phone/tablet to compare prices while shopping for technology products in a store, but I don’t know how’, by gender, November 2011
- Figure 36: Agreement with the statements ‘I have used my mobile phone/tablet to compare prices while shopping for technology products in a store’, and ‘I would like to use my mobile phone/tablet to compare prices while shopping for technology products in a store, but I don’t know how’, by How consumers describe their knowledge of and interest in technology products, November 2011
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- Figure 37: Agreement with the statements ‘I have used my mobile phone/tablet to compare prices while shopping for technology products in a store’, and ‘I would like to use my mobile phone/tablet to compare prices while shopping for technology products in a store, but I don’t know how’, by age, November 2011
- Researching products on a mobile in-store
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- Figure 38: Agreement with the statements ‘I have used my mobile phone/tablet to look up product information while shopping for technology devices in a store’, and ‘I would like to use my mobile phone/tablet to look up product information while shopping for technology devices in a store, but don’t know how’, by gender, November 2011
- Figure 39: Agreement with the statements ‘I have used my mobile phone/tablet to look up product information while shopping for technology devices in a store’, and ‘I would like to use my mobile phone/tablet to look up product information while shopping for technology devices in a store, but don’t know how’, by How consumers describe their knowledge of and interest in technology products, November 2011
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- Figure 40: Agreement with the statements ‘I have used my mobile phone/tablet to look up product information while shopping for technology devices in a store’, and ‘I would like to use my mobile phone/tablet to look up product information while shopping for technology devices in a store but don’t know how’, by age, November 2011
Buying Technology Products
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- Key points
- Half of all consumers purchase online for cheaper deals
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- Figure 41: Consumers’ behaviour when buying technology products, November 2011
- Figure 42: Agreement with the statements ‘I have tried a technology product in-store but purchased via the internet because prices are cheaper online’, and ‘I have tried a technology product in-store but purchased via the internet because it was out-of-stock in the store’, by age, November 2011
- Driving online purchases of technology products
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- Figure 43: Agreement with the statement ‘I use the internet to buy technology products more often than buying them in-person’, by How consumers describe their knowledge of and interest in technology products, November 2011
- Figure 44: Agreement with the statements ‘I would buy technology products online more often if I could choose the delivery date and time’, and ‘I would buy technology products online more often if I could pick up the item from somewhere local to me’, by age, November 2011
- Impact of vouchers and cashback offers on choice of retailer
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- Figure 45: Agreement with the statement ‘vouchers and cashback offers affect which retailer I purchase technology products from’, by age, November 2011
- Figure 46: Percentage of internet users visiting incentives web services vs. vouchers web services, December 2008 to November 2011
Sources of Advice for Televisions, Smartphones and Computers
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- Key points
- Buying printed advice is a low priority
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- Figure 47: Sources of information and advice influencing the purchase of televisions, smartphones and computers, November 2011
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- Figure 48: Buying a magazine/guide as a source of information and advice for the purchase of televisions, smartphones, and computers, by how consumers describe their knowledge of and interest in technology products, November 2011
- Figure 49: Buying a magazine/guide as a source of information and advice for the purchase of televisions, smartphones, and computers, by gender, age, gross annual household income, presence of children, and daily personal internet usage, November 2011
- The different research habits of male and female consumers
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- Figure 50: Sources of information and advice influencing the purchase of televisions, smartphones, and computers, by gender, November 2011
- Consumers invest more energy in researching computers
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- Figure 51: Number of sources of information and advice influencing the purchase of televisions, smartphones, and computers, November 2011
- The importance of retail websites
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- Figure 52: Top three sources of information and advice influencing the purchase of televisions, smartphones, and computers, November 2011
Appendix – Internal Market Environment
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- Figure 53: Broadband penetration, by demographics, 2006-11
- Figure 54: Electronic devices have at home, October 2010-11
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- Figure 55: Ways to access internet, 2007-11
- Figure 56: Methods of payment used while purchasing on the internet, 2007-11
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- Figure 57: Frequency of purchase on the internet, 2007-11
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Appendix – Broader Market Environment
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- Figure 58: Employment and unemployment, by gender, 2006-16
- Figure 59: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – Interest in Technology Products
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- Figure 60: How consumers describe their knowledge of and interest in technology products, November 2011
- Figure 61: How consumers describe their knowledge of and interest in technology products, by demographics, November 2011
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Appendix – Testing, Experimenting and Comparing In-Person
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- Figure 62: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
- Figure 63: Most popular type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by demographics, November 2011
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- Figure 64: Next most popular type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by demographics, November 2011
- Figure 65: Other type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by demographics, November 2011
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- Figure 66: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by How consumers describe their knowledge of and interest in technology products, November 2011
- Figure 67: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by most popular type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
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- Figure 68: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by next most popular type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
- Figure 69: Type of technology products that consumers want to test, experiment or compare in-person prior to purchase, by other type of technology products that consumers want to test, experiment or compare in-person prior to purchase, November 2011
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Appendix – Researching Technology Products In-Store
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- Figure 70: Consumers’ attitudes towards researching technology products, November 2011
- Figure 71: Consumers’ attitudes towards researching technology products, by demographics, November 2011
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- Figure 72: Consumers’ attitudes towards researching technology products, by most popular Consumers’ attitudes towards researching technology products, November 2011
- Figure 73: Consumers’ attitudes towards researching technology products, by next most popular Consumers’ attitudes towards researching technology products, November 2011
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- Figure 74: Consumers’ attitudes towards researching technology products, by How consumers describe their knowledge of and interest in technology products, November 2011
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Appendix – Buying Technology Products
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- Figure 75: Consumers’ behaviour when buying technology products, November 2011
- Figure 76: Agreement with the statements ‘I have tried a technology product in-store but purchased via the internet because prices are cheaper online.’ and ‘Vouchers and cashback offers affect which retailer I purchase technology products from’ by demographics, November 2011
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- Figure 77: Agreement with the statements ‘I use the internet to buy technology products more often than buying them in-person.’ and ‘I would buy technology products online more often if I could choose the delivery date and time’, by demographics, November 2011
- Figure 78: Agreement with the statements ‘I have asked for discounts on technology products when I shop in a physical store.’ and ‘I would buy technology products online more often if I could pick up the item from somewhere local to me’, by demographics, November 2011
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- Figure 79: Agreement with the statement ‘I have tried a technology product in-store but purchased via the internet because it was out-of-stock in the store’, by demographics, November 2011
- Figure 80: Consumers’ behaviour when buying technology products, by consumers’ behaviour when buying technology products, November 2011
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- Figure 81: Consumers’ behaviour when buying technology products, by agreement with the statements ‘I would buy technology products online more often if I could choose the delivery date and time.’ and ‘I have tried a technology product in-store but purchased via the internet because prices are cheaper online’, November 2011
- Figure 82: Consumers’ behaviour when buying technology products, by agreement with the statements ‘I have tried a technology product in-store but purchased via the internet because it was out-of-stock in the store.’ and ‘I have asked for discounts on technology products when I shop in a physical store’, November 2011
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- Figure 83: Consumers’ behaviour when buying technology products, by Agreement with the statements ‘Vouchers and cashback offers affect which retailer I purchase technology products from’, November 2011
- Figure 84: Consumers’ behaviour when buying technology products, by How consumers describe their knowledge of and interest in technology products, November 2011
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Appendix – Sources of Advice for Televisions, Smartphones and Computers
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- Figure 85: Sources of information and advice influencing the purchase of televisions, smartphones, and computers, November 2011
- Figure 86: Speak with family/friends/colleagues influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
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- Figure 87: Speak with a salesperson in-store influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
- Figure 88: Read customer reviews online influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
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- Figure 89: Read professional reviews online influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
- Figure 90: Browse retail stores in person to learn more about products and options influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
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- Figure 91: Browse retail websites to learn more about products and options influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
- Figure 92: Watch online videos of products influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
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- Figure 93: Buy a magazine/guide related to the technology product influencing the purchase of televisions, smartphones, and computers, by demographics, November 2011
- Figure 94: Sources of information and advice influencing the purchase of televisions, smartphones, and computers, by How consumers describe their knowledge of and interest in technology products, November 2011
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