Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Smartphones are the fastest growing technology product
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- Figure 1: Household ownership of technology products, April 2015 and April 2016
- Top players outperform market decline
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- Figure 2: Estimated distribution of spending on electrical goods, 2014 and 2015
- The consumer
- Shopping around online a must in the consumer journey to purchase
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- Figure 3: Activities likely to be done to shop around for technology products, April 2016
- Online-only retailers are the most common reference point
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- Figure 4: Types of retailers consumers would use when shopping around for technology products, April 2016
- Four in five consumer journeys start online
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- Figure 5: Activity consumers would do first when shopping around for technology products, April 2016
- From multichannel to device-agnostic
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- Figure 6: Devices used to shop around for technology products online, April 2016
- Technology purchases highly price-driven
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- Figure 7: Attitudes to the decision making process, April 2016
- Televisions have shorter path to purchase
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- Figure 8: Timeline to purchase of technology products, April 2016
- What we think
Issues and Insights
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- What’s beyond multi-channel strategies?
- The facts
- The implications
- Trust and loyalty in the technology products market
- The facts
- The implications
The Market – What You Need to Know
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- Smartphones are the fastest growing technology product
- Top players outperform market decline
- In-store channel remains strong
- Non-specialist retailers the most popular
- Retailers focusing on convenience and destination shopping
Market Drivers
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- Smartphones are the fastest growing technology product...
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- Figure 9: Household ownership of technology products, April 2015 and April 2016
- …and the most common technology purchase in the last year
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- Figure 10: Technology products bought in the last 12 months, April 2016
- Tablets and desktops losing appeal
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- Figure 11: Plans to purchase or upgrade consumer technology products, by timescale, April 2016
- Top players outperform market decline
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- Figure 12: Estimated distribution of spending on electrical goods, 2014 and 2015
- Dixons Carphone strengthened its market leadership in 2015
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- Figure 13: Estimated market shares of the leading specialist and non-specialist retailers of electrical goods, 2014 and 2015
- After-sales services can encourage a shop-first mindset
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- Figure 14: Attitudes to electrical goods retailers, November 2015
Channels to Market
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- In-store channel remains strong
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- Figure 15: Channel used for technology products purchased in the past 12 months, November 2015
- Non-specialist retailers the most popular
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- Figure 16: Type of retailer used for technology products purchased in the past 12 months, November 2015
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- Figure 17: Type of retailer used for technology products in the past 12 months, by channel used for technology products purchased in the past 12 months, November 2015
- Straight to You
- Apple turns its stores into classrooms
The Consumer – What You Need to Know
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- Shopping around online a must in the consumer journey to purchase
- Online-only retailers are the most common reference point
- Four in five consumer journeys start online
- From multichannel to device-agnostic
- Technology purchases highly price-driven
- Televisions have shorter path to purchase
The Information Gathering Process
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- Shopping around online a must in the consumer journey to purchase
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- Figure 18: Activities likely to be done to shop around for technology products, April 2016
- The shrinking digital divide
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- Figure 19: Activities likely to be done to shop around for technology products (Nets), by age, April 2016
- Online-only retailers are the most common reference point
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- Figure 20: Types of retailers consumers would use when shopping around for technology products, April 2016
- Men get technical, women get advice
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- Figure 21: Activities likely to be done to shop around for technology products, by gender, April 2016
- Multichannel presence remains key
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- Figure 22: Repertoire of activities likely to be done to shop around for technology products, April 2016
First Step of the Information Gathering Process
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- Four in five consumer journeys start online
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- Figure 23: Activity consumers would do first when shopping around for technology products, by online and offline, April 2016
- The challenge of peer influence
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- Figure 24: Activity consumers would do first when shopping around for technology products, April 2016
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- Figure 25: Activity consumers would do first when shopping around for technology products, April 2016
Devices Used in the Information Gathering Process
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- From multichannel to device-agnostic
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- Figure 26: Devices used to shop around for technology products online, April 2016
- Digital divide shifting from channels to preferred devices
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- Figure 27: Devices used to shop around for technology products online (Nets), by age, April 2016
Attitudes to the Decision Making Process
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- Technology purchases highly price-driven
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- Figure 28: Attitudes to the decision making process, April 2016
- Brand loyalty peaks among men and 16-24s
- Driving brand loyalty in the information gathering process
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- Figure 29: Select activities likely to be done to shop around for technology products, by attitudes to the decision making process, April 2016
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- Figure 30: Types of brands that consumers have or would interact with on social/media networks, March 2016
Timeline to Purchase
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- Televisions have shorter path to purchase
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- Figure 31: Timeline to purchase of technology products, April 2016
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- Figure 32: Attitudes to the decision making process, by technology products bought in the last 12 months, April 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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