Marketing Forecast from Ad-ology

Frustration from getting an electronics device to work caused 13% of consumers to return that item, according to a new report, Technical Services Support, from leading market research company The NPD Group. However, 68% of those consumers said if the retailer offered appropriate tech support they wouldn’t have returned the product.

Whether it’s a video game system or a new mobile phone, shoppers continue to open their wallets for consumer electronics purchases. True, the annual study by the Consumer Electronics Association (CEA) recorded a decrease in average spending of 12.5% or $176 per household during the past year, but this expense item still accounted for $1,229 in the average budget. When considered as part of the average household budget in 2006, consumer electronics comprised about 2.5% of spending.

Nearly 80 percent of recent home computer and computer accessory buyers rated brand name as an important or very important factor in their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey. The survey also found that online media increasingly influences buyers. A majority of respondents said they were influencedRead the Rest…

Westerville, OH, November 13, 2008 – Three-quarters of recent television, audio, and home theater equipment purchasers ranked online product reviews and comments from other shoppers as having some or significant influence on their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey. Consumers were also influenced by information from blogs,Read the Rest…