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Researching and Buying Technology Products - UK - July 2017

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
The majority of tech buyers purchased through a computer
Figure 1: Ways in which consumers have purchased technology products in the past 12 months, November 2016
Specialists are most competitive in-store
Figure 2: Type of retailer used for technology products purchased in the last 12 months, by ways in which consumers have purchased technology products in the past 12 months, November 2016
Smartphones more popular than laptops in 2017
Figure 3: Household ownership of technology products, April 2017
Consumers show healthy intentions to buy
Figure 4: Plans to purchase or upgrade consumer technology products, by timescale, April 2017
Could the income squeeze drive consumers to trade down?
Figure 5: Average wage growth and consumer price inflation, 2007-17
Selling services could become more important than selling products
Figure 6: Additional services received or purchased when buying electric products in the last 12 months, by technology products bought in the last 12 months, November 2016
The consumer
Three in four consumers start their technology shopping online
Figure 7: Approach to technology purchases, April 2017
Offline sources still have a key role in the technology consumer journey
Figure 8: Order in which consumers would use information sources to shop around for technology products, April 2017
Most still prioritise price over brand or specs
Figure 9: Factors consumers would prioritise when making technology purchases, by device, April 2017
More than half of people choose on price first when deciding where to buy
Figure 10: Most important factors when choosing where to purchase technology products, April 2017
The desire for reassurance leads consumers in-store
Figure 11: Attitudes towards shopping around for technology products (1/4)
Reducing the impact of ‘showrooming’
Figure 12: Attitudes towards shopping around for technology products (2/4)
Is there a credibility issue around online reviews?
Figure 13: Attitudes towards shopping around for technology products (3/4)
The role of mobile in the technology consumer journey
Figure 14: Attitudes towards shopping around for technology products (4/4)
What we think
ISSUES AND INSIGHTS
Could professional reviews help to shorten path to purchase?
The facts
The implications
Better integrating online and offline channels to facilitate mobile conversions
The facts
The implications
Building retention among under-45s
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
The majority of tech buyers purchased through a computer
Specialists are most competitive in-store
Smartphones more popular than laptops in 2017
Consumers show healthy intentions to buy
Could the income squeeze drive consumers to trade down?
Selling services could become more important than selling products
CHANNELS TO MARKET
The majority of tech buyers purchased through a computer
Figure 15: Ways in which consumers have purchased technology products in the past 12 months, November 2016
Specialists are most competitive in-store
Figure 16: Type of retailer used for technology products purchased in the last 12 months, by ways in which consumers have purchased technology products in the past 12 months, November 2016
MARKET DRIVERS
Smartphones more popular than laptops in 2017
Figure 17: Household ownership of technology products, April 2017
Consumers show healthy intentions to buy
Figure 18: Plans to purchase or upgrade consumer technology products, by timescale, April 2017
Could the income squeeze drive consumers to trade down?
Figure 19: Average wage growth and consumer price inflation, 2007-17
Selling services could become more important than selling products
Figure 20: Additional services received or purchased when buying electric products in the last 12 months, by technology products bought in the last 12 months, November 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Three in four consumers start their technology shopping online
Offline sources still have a key role in the technology consumer journey
Most still prioritise price over brand or specs
More than half of people choose on price first when deciding where to buy
The desire for reassurance leads consumers in-store
Reducing the impact of ‘showrooming’
Is there a credibility issue around online reviews?
The role of mobile in the technology consumer journey
THE INFORMATION GATHERING PROCESS
Three in four consumers start their technology shopping online
Figure 21: Approach to technology purchases, April 2017
The online-first approach is cross-generational
Offline sources still have a key role in the technology consumer journey
Figure 22: Order in which consumers would use information sources to shop around for technology products, April 2017
Men seek professional advice, women value personal interaction
ATTITUDE TO TECHNOLOGY PURCHASING DECISIONS
Most still prioritise price over brand or specs…
Figure 23: Factors consumers would prioritise when making technology purchases, by device, April 2017
…but mobile categories can rely on brand loyalty more than others can
Men are more technical while women are price-wary
Brand-first behaviour mostly skewed towards under-35s
Connected in the city
Affluent consumers focus on value for money in some categories more than others
Approach to technology purchases influences priorities
Figure 24: Factors consumers would prioritise when purchasing technology products, by approach to technology purchases, April 2017
THE CHOICE OF WHERE TO PURCHASE
More than half of people choose on price first when deciding where to buy
Figure 25: Most important factors when choosing where to purchase technology products, April 2017
…but seller’s reputation is also key
Delivery/collection options are the most valuable add-on
ATTITUDES TOWARDS SHOPPING AROUND FOR TECHNOLOGY PRODUCTS
The desire for reassurance leads consumers in-store
Figure 26: Attitudes towards shopping around for technology products (1/4), April 2017
Reducing the impact of ‘showrooming’
Figure 27: Attitudes towards shopping around for technology products (2/4), April 2017
Is there a credibility issue around online reviews?
Figure 28: Attitudes towards shopping around for technology products (3/4), April 2017
The role of mobile in the technology consumer journey
Figure 29: Attitudes towards shopping around for technology products (4/4), April 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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