People who research their electronics purchases on the internet spend 10% more in store than those who don’t research online, according to a study by Yahoo and ChannelForce.
Yahoo and ChannelForce surveyed 1,100 US adults in electrical stores, and found that the majority of electronics buyers researched their purchases online before visting the store.
Highlights from the report:
- 75% of those who research purchases of TVs and cameras used online as the primary source of information before visiting a store.
- The leading online resources were retail websites (73%), manufacturer websites (68%) and search engines (49%).
- Those who search online spend an average of $31 more on digital cameras, $139 more on TVs and $190 on TV packages.
- Some 80% of consumers who research before making a purchase say they ended up buying a brand from their original shortlist, while the rest were influenced in store.
The study’s results echo those from a Consumer Electronics Association survey last year, in which online research was found to have influenced 77% of offline electronics sales.