Author: Mintel Group Ltd.
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Researching and Buying Technology Products - UK - July 2014
Introduction
 
Consumers were more likely to research (74% vs 60%) or buy (53% vs 46%) technology products online than in a store in the past 12 months. Generally speaking, the benefits of being able to view a product in the flesh and speak to a sales advisor have not outweighed the ability to compare more models and prices online.

Electrical store retailers may still be suffering from tactics of bygone years, when staff were often incentivised by commission in order to sell technology products. Although employee rewards are now less focused around what they sell, consumers are yet to fully trust in-store staff, with 40% of people believing they are more interested in selling technology products than they are about giving advice. 

This report investigates where consumers research and buy their technology products, how this varies by device, and what influences them to pick one brand or product over another in four categories –televisions, computers, tablets and smartphones.

Finally the report looks at consumers’ attitudes towards technology retailers and manufacturers, as we analyse how companies can overcome barriers or make the most of potential opportunities in order to better engage with shoppers.

Definition 
This report looks at the researching and buying of consumer technology products in the UK market. 

Whilst the phrase ‘technology products’ is used to discuss the sector as a whole, the consumer sections of this report focus mostly on the four product categories surveyed and researched by Mintel – televisions, laptop/desktop computers, smartphones and tablets.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

Abbreviations
ATL | Above-the-line
CE | Consumer Electronics
CEO | Chief Executive Officer
CPW | Carphone Warehouse
DIY | Do-it-Yourself
DSG | Dixons Stores Group
FIFA | Fédération Internationale de Football Association
FMCG | Fast Moving Consumer Goods
GMI | Global Market Insite
HD | High-Definition
IM | Instant Messaging
OS | Operating System
PC | Personal Computer
POS | Point of Sale
TV | Television
UK | United Kingdom
US | United States
VAT | Value Added Tax

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© Mintel Group Ltd.