Table of Contents
Executive Summary
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- Online pureplays are the most visited…
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- Figure 1: Websites used to research technology products, April 2015
- …but multichannel specialist electrical retailers still lead the way
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- Figure 2: Stores visited to research technology products, April 2015
- Specialist retailers’ multichannel advantage
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- Figure 3: Stores visited and websites used to buy technology products, April 2015
- Forward-thinking consumers seek after-sales reassurance
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- Figure 4: Important factors when choosing place of purchase of technology products, April 2015
- Free after-sales services drive purchasing decisions
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- Figure 5: Factors that would influence the decision of buying technology products in-store, April 2015
- Are after-sales services the game changer in the ‘Internet of Things’ era?
Issues and Insights
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- How is the high street evolving to compete with online pureplays?
- The facts
- The implications
- How can retailers encourage consumers to think shop first?
- The facts
- The implications
The Market– What You Need To Know
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- Online sales by multichannel players drive market growth
- A new role for bricks-and-mortar locations: the enhanced in-store shopping experience
- Consumer education becomes essential
- Entertaining digitally savvy shoppers
- The ‘Internet of Things’ brings customers in-store
- Nurturing a shop-first mindset
Market Background
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- Positive economic outlook boosts planned technology purchases
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- Figure 6: Plans to purchase consumer technology products in the next three months, June and November 2014
- Smartphone penetration set to continue to grow
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- Figure 7: Household/personal ownership of consumer technology products, April 2015
- Online sales drive market growth
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- Figure 8: Estimated distribution of spending on electrical goods, 2013 and 2014
- The multichannel advantage
- Dixons Carphone leads the market
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- Figure 9: Market shares of leading specialist and non-specialist electrical goods retailers, 2013 and 2014
- A new role for bricks-and-mortar locations: the enhanced in-store shopping experience
- Consumer education becomes an essential part of the shopping experience
- Manufacturers pop up to entertain
- Showcasing smart eco-systems in the ‘Internet of Things’ era
- Encouraging technology shoppers to think shop first
Who’s Innovating – What You Need To Know
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- Meet your smart home
- Next step: ‘Showhows’
- Bridging the digital divide
- Convenience becomes ever more imperative
- The success of rent-to-buy schemes
Who’s Innovating
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- Meet your smart home
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- Figure 10: Samsung Home Innovation showroom space
- Next step: ‘showhows’
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- Figure 11: Knowhow area, Currys/PC World Solihull
- Bridging the digital divide
- Convenience becomes ever more imperative
- The success of rent-to-buy schemes
The Consumer – What You Need To Know
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- Specialist electrical retailers hold the multichannel advantage
- Almost two in three technology researchers are multichannel
- Retailers more popular than manufacturers
- The power of bricks-and-mortar locations
- Consumers loyal to few trusted technology providers
- Forward-thinking consumers seek after-sales reassurance
- Are after-sales services the game changer in the ‘Internet of Things’ era?
The Consumer – Researching Technology Products
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- Almost three quarters of consumers shopped around online
- Women more likely to lose interest in researching technology products
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- Figure 12: Proportion of consumers who have researched technology products in the last 12 months, by gender and age, April 2015
- Online pureplays are the most visited…
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- Figure 13: Websites used to research technology products, April 2015
- …but multichannel specialist electrical retailers still lead the way
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- Figure 14: Stores visited to research technology products, April 2015
- It’s not just about prices anymore
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- Figure 15: Perceptions of online-only retailers versus retailers with stores, November 2014
- Stores have a more stable role in consumers’ pre-purchase research process
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- Figure 16: Proportion of consumers who have researched technology products online or in-store in the last 12 months, by age, April 2015
- Almost two in three consumers used multiple research destinations
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- Figure 17: Repertoire of stores visited and websites used to research technology products, April 2015
- Young shoppers more likely to be multichannel
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- Figure 18: Proportion of consumers who have used six or more sources to research technology products, by age, April 2015
- Over half of consumers want the best of both worlds
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- Figure 19: Proportion of consumers who visited a retailer's website and also visited a store of the same type of retailer, April 2015
The Consumer – Research Locations by Product
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- Computers are the most researched products
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- Figure 20: Proportion of consumers who shopped around for technology products in the last year, by device, April 2015
- Desktop and laptop computers
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- Figure 21: Websites used and stores visited to shop around for laptop and desktop computers, April 2015
- Smartphones
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- Figure 22: Websites used and stores visited to shop around for smartphones, April 2015
- Tablets
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- Figure 23: Websites used and stores visited to shop around for tablets, April 2015
- Televisions
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- Figure 24: Websites used and stores visited to shop around for televisions, April 2015
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- Figure 25: Proportion of consumers who researched a product online and in-store, April 2015
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- Figure 26: Proportion of consumers who have researched technology products in the last 12 months, by device, by age, April 2015
The Consumer – Sources of Information Used
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- Retailers more popular than manufacturers
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- Figure 27: Sources of information used to shop around for technology products, April 2015
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- Figure 28: Top 20 companies for adspend in technology products, 2014
- The power of peer influence
- Women are advice-driven, men are price-driven
The Consumer – Buying Technology Products
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- Online shopping preferred by men and young generations
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- Figure 29: Stores visited and websites used to buy technology products, by gender and age, April 2015
- Specialist retailers’ multichannel advantage
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- Figure 30: Stores visited and websites used to buy technology products, April 2015
- The impact of showrooming
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- FIGURE 31: proportion of consumers who have researched and bought technology products from same store or website, april 2015
- Over half of consumers shopped through a maximum of two channels
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- Figure 32: Repertoire of stores visited and websites used to buy technology products, April 2015
- Consumers tend to develop a preferential relationship with trusted technology providers
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- Figure 33: Repertoire of stores visited and websites used to buy technology products, by age, April 2015
The Consumer – Purchasing Locations by Product
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- Televisions the most likely device to be bought in-store
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- Figure 34: Proportion of consumers who bought technology products online or in-store, by product, April 2015
- Desktop and laptop computers
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- Figure 35: Stores visited and websites used to buy desktop/laptop computers, April 2015
- Televisions
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- Figure 36: Stores visited and websites used to buy televisions, April 2015
- Smartphones
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- Figure 37: Stores visited and websites used to buy smartphones, April 2015
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- Figure 38: Proportion of consumers who have researched smartphones in-store or online and have also bought a smartphone from same store or website, April 2015
- Tablets
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- Figure 39: Stores visited and websites used to buy tablets, April 2015
The Consumer – Influencing the Choice of Place of Purchase
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- Consumers are loyal to stores they trust
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- Figure 40: Important factors when choosing place of purchase of technology products, April 2015
- Free after-sales services drive purchasing decisions
The Consumer – Boosting Research-to-Purchase Conversion Rates
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- Women more likely to be influenced by the availability of set-up services
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- Figure 41: Factors that would influence the decision of buying technology products in-store, April 2015
- More than two fifths of consumers prefer multichannel experiences
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- Figure 42: Factors that would influence the decision of buying technology products online, April 2015
- Consumers happy with pure online shopping but seek multichannel after-sales customer service
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- Figure 43: Top three reasons for last use of click-and-collect for non-groceries, June 2014
- Are after-sales services the game changer in the ‘Internet of Things’ era?
Appendix
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- Data sources
- Abbreviations
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