Table of Contents
Executive Summary
-
- Market drivers
- Online pureplays cash in on Comet closure
-
- Figure 1: Estimated distribution of consumer spending on electrical goods, 2012 and 2013
- Smartphones for research, tablets for buying
-
- Figure 2: Proportion of device users who have used their device to shop online in the past three months, April 2014
- Companies and brands
- Samsung and Apple accounted for almost a quarter of tech adspend in 2013
- Stores: It’s all about the experience
- The consumer
- Trusted pureplays gain most visitors
-
- Figure 3: Websites used to research technology products, June 2014
- Figure 4: Stores visited to research technology products, June 2014
- A quarter of consumers have bought technology products from an online-only retailer
-
- Figure 5: Websites used to buy technology products, June 2014
- Figure 6: Stores visited to buy technology products, June 2014
- Sources of opinion have the biggest influence on technology buyers
-
- Figure 7: Factors that influence the purchase of consumer technology products, by device, April 2014
- Consumers sceptical about ‘impartial advice’
-
- Figure 8: Attitudes towards technology retailers and manufacturers, April 2014
- What we think
Issues and Insights
-
- How can store retailers gain more trust from consumers?
- The facts
- The implications
- Regaining trust through advice
- Service differentiation
- What can manufacturers do to form direct relationships with consumers and drive more brand loyalty?
- The facts
- The implications
Trend Application
-
- Trend: Influentials
- Trend: Return to the Experts
- Trend: Experience is All
Market Drivers
-
- Key points
- Online pureplays cash in on Comet closure
-
- Figure 9: Estimated distribution of consumer spending on electrical goods, 2012 and 2013
-
- Figure 10: Estimated distribution of Comet’s revenues, 2013
- Dixons Carphone could become an electronics superpower
-
- Figure 11: Market shares (%): the leading specialist and non-specialist electrical retailers, 2012 and 2013
- Downturn halted brown goods market, but mobile kicks on
-
- Figure 12: Spending on electrical goods and services, 2000-13
- Figure 13: Estimated value of the UK television, laptop/desktop PC and tablet markets, 2011-13
- Smartphones for research, tablets for buying
-
- Figure 14: Proportion of device users who have used their device to shop online in the past three months, April 2014
- Squeezed incomes mean consumers think price first
-
- Figure 15: Annual percentage change in average earnings versus consumer prices index, January 2009 – January 2014
- Figure 16: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
-
- Figure 17: Number of unique visitors to access price comparison sites via a laptop or desktop computer, May 2012 – May 2014
- Figure 18: Number of unique visitors to conduct deal-finding activity via a mobile device, February 2013 – February 2014
Who’s Innovating?
-
- Key points
- Stores: It’s all about the experience
-
- Figure 19: New Currys PC World store at Bluewater Shopping Centre, opened September 2013
-
- Figure 20: New store concept at Argos Old Street, refitted November 2013
- Figure 21: Samsung’s Oxford Street store, opened April 2014
- ‘Click and collect’ extended to partners
- Retailers start to put their own names to own-label
-
- Figure 22: John Lewis 49” JL9000 smart TV, launched April 2014
- iBeacon: the future of in-store shopping?
Brand Communication and Promotion
-
- Key points
- Samsung and Apple accounted for almost a quarter of adspend in 2013
-
- Figure 23: Top 20 companies, by technology* adspend, 2010-13
- Personalised advertising gives smaller brands a bigger chance
-
- Figure 24: Adspend for technology, by media type, 2010-13
- TV market takes a backseat as mobile devices dominate
-
- Figure 25: Adspend for technology, by product type, 2010-13
- Multi-channel retailers receive Christmas traffic spike a month later
-
- Figure 26: Number of unique visitors accessing top four retailer websites, April 2013-April 2014
- Opportunity for brands to target IM users
-
- Figure 27: Facebook likes and Twitter followers for top ten technology advertisers, in order of total adspend* between 2010 and 2013, as of April 2014
The Consumer – Researching Technology Products
-
- Key points
- Trusted pureplays gain most visitors
-
- Figure 28: Websites used to research technology products, June 2014
-
- Figure 29: Stores visited to research technology products, June 2014
-
- Figure 30: Attitudes towards and usage of brands in the electrical retailing sector, November 2013
- Men more likely to favour the online channel, but stores play a vital role
-
- Figure 31: Proportion of consumers who have researched technology products online or in stores in the last 12 months, by age, June 2014
-
- Figure 32: Demonstration of a 3DTV in a Currys PC World store
- A fifth of consumers have used at least six destinations as part of their research process
-
- Figure 33: Repertoire of stores visited and websites used to research technology products, June 2014
- Researching locations – by product
-
- Figure 34: Websites and stores used/visited to research technology products, by device, June 2014
- Televisions
-
- Figure 35: Websites and stores used/visited to research televisions, June 2014
- Laptop/desktop PCs
-
- Figure 36: Websites and stores used/visited to research laptop and desktop PCs, June 2014
- Smartphones
-
- Figure 37: Websites and stores used/visited to research smartphones, June 2014
- Tablets
-
- Figure 38: Websites and stores used/visited to research tablets, June 2014
The Consumer – Buying Technology Products
-
- Key points
- A quarter of consumers have bought technology products from an online-only retailer
-
- Figure 39: Websites used to buy technology products, June 2014
-
- Figure 40: Stores visited to buy technology products, June 2014
-
- Figure 41: Price matching point of sale in a Currys PC World store
- Vast majority of male technology buyers shop online
-
- Figure 42: Proportion of consumers who have bought technology products online or in stores in the last 12 months, by age, June 2014
- Two fifths of technology buyers purchased their products through one channel
-
- Figure 43: Repertoire of stores visited and websites used to buy technology products, June 2014
- Mobile store retailers the most likely to convert browsers into purchasers
-
- Figure 44: Proportion of consumers who have researched technology products using stores or websites and have also bought technology products from stores or websites, June 2014
- Purchasing locations – by product
-
- Figure 45: Websites and stores used/visited to buy technology products, by device, June 2014
- Televisions
-
- Figure 46: Websites and stores used/visited to buy televisions, June 2014
- Laptop/desktop PCs
-
- Figure 47: Websites and stores used/visited to buy laptop/desktop PCs, June 2014
- Smartphones
-
- Figure 48: Websites and stores used/visited to buy smartphones, June 2014
- Tablets
-
- Figure 49: Websites and stores used/visited to buy tablets, June 2014
The Consumer – What Influences Consumer Technology Purchases?
-
- Key points
- Sources of opinion have the biggest influence on technology buyers
-
- Figure 50: Factors that influence the purchase of consumer technology products, by device, April 2014
- Smartphone and tablet buyers are more reliant on manufacturer information
-
- Figure 51: Factors that influence the purchase of consumer technology products, by device, April 2014
-
- Figure 52: Factors that influence the purchase of consumer technology products, by device, April 2014
- Women far more likely to listen to people they know, men go to professionals
-
- Figure 53: Factors that influence the purchase of consumer technology products, by device, by gender, April 2014
- Older consumers rely more on the bricks and mortar sector
-
- Figure 54: Factors that influence the purchase of consumer technology products, by televisions and computers, by age, April 2014
The Consumer – Attitudes towards Technology Retailers and Manufacturers
-
- Key points
- Consumers sceptical about ‘impartial advice’
-
- Figure 55: Attitudes towards technology retailers and manufacturers, April 2014
- Older consumers more likely to trust manufacturers’ advice
-
- Figure 56: Attitudes towards receiving advice from technology retailers and manufacturers, by age, April 2014
- Trade-in to trade over
- Experience stores could meet consumers’ desire for human advice
Appendix – The Consumer – Researching Technology Products
-
-
- Figure 57: Websites used to research technology products, June 2014
-
- Figure 58: Websites used to research technology products, by demographics, June 2014
-
- Figure 59: Websites used to research technology products, by demographics, June 2014 (continued)
-
- Figure 60: Stores visited to research technology products, June 2014
-
- Figure 61: Stores visited to research technology products, by demographics, June 2014
-
- Figure 62: Repertoire of stores visited and websites used to research technology products, June 2014
-
- Figure 63: Repertoire of stores visited and websites used to research technology products, by demographics, June 2014
-
- Figure 64: Websites used to research technology products, by stores visited to research technology products, June 2014
-
- Figure 65: Stores visited to research technology products, by websites used to research technology products, June 2014
-
- Figure 66: Stores visited to research technology products, by websites used to research technology products, June 2014 (continued)
-
- Figure 67: Websites used to research technology products, by websites used to buy technology products, June 2014
-
- Figure 68: Websites used to research technology products, by websites used to buy technology products, June 2014 (continued)
-
- Figure 69: Websites used to research technology products, by stores visited to buy technology products, June 2014
-
- Figure 70: Stores visited to research technology products, by websites used to buy technology products, June 2014
-
- Figure 71: Stores visited to research technology products, by websites used to buy technology products, June 2014 (continued)
-
- Figure 72: Stores visited to research technology products, by stores visited to buy technology products, June 2014
-
- Figure 73: Websites or stores used to research technology products, by device, June 2014
-
- Figure 74: Websites and stores used to research technology products, by device – televisions, by demographics, June 2014
-
- Figure 75: Websites and stores used to research technology products, by device – Televisions, by demographics, June 2014 (continued)
-
- Figure 76: Websites and stores used to research technology products, by device – Televisions, by demographics, June 2014 (continued)
-
- Figure 77: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014
-
- Figure 78: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014
-
- Figure 79: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
-
- Figure 80: Websites or stores used to research technology products, by device – Smartphones, by demographics, June 2014
-
- Figure 81: Websites or stores used to research technology products, by device – smartphones, by demographics, June 2014 (continued)
-
- Figure 82: Websites or stores used to research technology products, by device – smartphones, by demographics, June 2014 (continued)
-
- Figure 83: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014
-
- Figure 84: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014 (continued)
-
- Figure 85: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014 (continued)
-
- Figure 86: Websites or stores used to research technology products, by device – Other technology product(s), by demographics, June 2014
-
- Figure 87: Websites or stores used to research technology products, by device – other technology product(s), by demographics, June 2014 (continued)
-
- Figure 88: Websites or stores used to research technology products, by device – other technology product(s), by demographics, June 2014 (continued)
-
Appendix – The Consumer – Buying Technology Products
-
-
- Figure 89: Websites used to buy technology products, June 2014
-
- Figure 90: Most popular websites used to buy technology products, by demographics, June 2014
-
- Figure 91: Next most popular websites used to buy technology products, by demographics, June 2014
-
- Figure 92: Stores visited to buy technology products, June 2014
-
- Figure 93: Stores visited to buy technology products, by demographics, June 2014
-
- Figure 94: Repertoire of stores visited and websites used to buy technology products, June 2014
-
- Figure 95: Repertoire of stores visited and websites used to buy technology products, by demographics, June 2014
-
- Figure 96: Websites or stores used to buy technology products, by device, June 2014
-
- Figure 97: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014
-
- Figure 98: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014 (continued)
-
- Figure 99: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014 (continued)
-
- Figure 100: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014
-
- Figure 101: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
-
- Figure 102: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
-
- Figure 103: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014
-
- Figure 104: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014 (continued)
-
- Figure 105: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014 (continued)
-
- Figure 106: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014
-
- Figure 107: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014 (continued)
-
- Figure 108: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014 (continued)
-
- Figure 109: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014
-
- Figure 110: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014 (continued)
-
- Figure 111: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014 (continued)
-
- Figure 112: Websites used to buy technology products, by stores visited to buy technology products, June 2014
-
- Figure 113: Stores visited to buy technology products, by websites used to buy technology products, June 2014
-
- Figure 114: Stores visited to buy technology products, by websites used to buy technology products, June 2014 (continued)
-
- Figure 115: Websites used to buy technology products, by websites used to research technology products, June 2014
-
- Figure 116: Websites used to buy technology products, by websites used to research technology products, June 2014 (continued)
-
- Figure 117: Stores visited to buy technology products, by websites used to research technology products, June 2014
-
- Figure 118: Stores visited to buy technology products, by websites used to research technology products, June 2014
-
- Figure 119: Websites used to buy technology products, by stores visited to research technology products, June 2014
-
- Figure 120: Stores visited to buy technology products, by stores visited to research technology products, June 2014
-
Appendix – The Consumer – What Influences Consumer Technology Purchases?
-
-
- Figure 121: Factors that influence the purchase of consumer technology products, by device, April 2014
-
- Figure 122: Factors that influence the purchase of televisions, by demographics, April 2014
-
- Figure 123: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
-
- Figure 124: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
-
- Figure 125: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
-
- Figure 126: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014
-
- Figure 127: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
-
- Figure 128: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
-
- Figure 129: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
-
- Figure 130: Factors that influence the purchase of smartphones, by demographics, April 2014
-
- Figure 131: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
-
- Figure 132: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
-
- Figure 133: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
-
- Figure 134: Factors that influence the purchase of tablets, by demographics, April 2014
-
- Figure 135: Factors that influence the purchase of tablets, by demographics, April 2014 (continued)
-
- Figure 136: Factors that influence the purchase of tablets, by demographics, April 2014 (continued)
-
Appendix – The Consumer – Attitudes towards Technology Retailers and Manufacturers
-
-
- Figure 137: Attitudes towards technology retailers and manufacturers, April 2014
-
- Figure 138: Attitudes towards technology retailers and manufacturers, by demographics, April 2014
-
- Figure 139: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)
-
- Figure 140: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)
-
- Figure 141: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)
-
Back to top