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Researching and Buying Technology Products - UK - July 2014

“Looking ahead, young consumers will find deals in new ways, opting in to receive alerts from the brands they are happy to engage with via their smartphones.”

– Paul M. Davies, Senior Leisure & Technology Analyst

This report looks at the following issues:

  • How can store retailers gain more trust from consumers?
  • Regaining trust through advice
  • Service differentiation
  • What can manufacturers do to form direct relationships with consumers and drive more brand loyalty?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market drivers
              • Online pureplays cash in on Comet closure
                • Figure 1: Estimated distribution of consumer spending on electrical goods, 2012 and 2013
              • Smartphones for research, tablets for buying
                • Figure 2: Proportion of device users who have used their device to shop online in the past three months, April 2014
              • Companies and brands
                • Samsung and Apple accounted for almost a quarter of tech adspend in 2013
                  • Stores: It’s all about the experience
                    • The consumer
                      • Trusted pureplays gain most visitors
                        • Figure 3: Websites used to research technology products, June 2014
                        • Figure 4: Stores visited to research technology products, June 2014
                      • A quarter of consumers have bought technology products from an online-only retailer
                        • Figure 5: Websites used to buy technology products, June 2014
                        • Figure 6: Stores visited to buy technology products, June 2014
                      • Sources of opinion have the biggest influence on technology buyers
                        • Figure 7: Factors that influence the purchase of consumer technology products, by device, April 2014
                      • Consumers sceptical about ‘impartial advice’
                        • Figure 8: Attitudes towards technology retailers and manufacturers, April 2014
                      • What we think
                      • Issues and Insights

                          • How can store retailers gain more trust from consumers?
                            • The facts
                              • The implications
                                • Regaining trust through advice
                                  • Service differentiation
                                    • What can manufacturers do to form direct relationships with consumers and drive more brand loyalty?
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Influentials
                                              • Trend: Return to the Experts
                                                • Trend: Experience is All
                                                • Market Drivers

                                                  • Key points
                                                    • Online pureplays cash in on Comet closure
                                                      • Figure 9: Estimated distribution of consumer spending on electrical goods, 2012 and 2013
                                                      • Figure 10: Estimated distribution of Comet’s revenues, 2013
                                                    • Dixons Carphone could become an electronics superpower
                                                      • Figure 11: Market shares (%): the leading specialist and non-specialist electrical retailers, 2012 and 2013
                                                    • Downturn halted brown goods market, but mobile kicks on
                                                      • Figure 12: Spending on electrical goods and services, 2000-13
                                                      • Figure 13: Estimated value of the UK television, laptop/desktop PC and tablet markets, 2011-13
                                                    • Smartphones for research, tablets for buying
                                                      • Figure 14: Proportion of device users who have used their device to shop online in the past three months, April 2014
                                                    • Squeezed incomes mean consumers think price first
                                                      • Figure 15: Annual percentage change in average earnings versus consumer prices index, January 2009 – January 2014
                                                      • Figure 16: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
                                                      • Figure 17: Number of unique visitors to access price comparison sites via a laptop or desktop computer, May 2012 – May 2014
                                                      • Figure 18: Number of unique visitors to conduct deal-finding activity via a mobile device, February 2013 – February 2014
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Stores: It’s all about the experience
                                                        • Figure 19: New Currys PC World store at Bluewater Shopping Centre, opened September 2013
                                                        • Figure 20: New store concept at Argos Old Street, refitted November 2013
                                                        • Figure 21: Samsung’s Oxford Street store, opened April 2014
                                                      • ‘Click and collect’ extended to partners
                                                        • Retailers start to put their own names to own-label
                                                          • Figure 22: John Lewis 49” JL9000 smart TV, launched April 2014
                                                        • iBeacon: the future of in-store shopping?
                                                        • Brand Communication and Promotion

                                                          • Key points
                                                            • Samsung and Apple accounted for almost a quarter of adspend in 2013
                                                              • Figure 23: Top 20 companies, by technology* adspend, 2010-13
                                                            • Personalised advertising gives smaller brands a bigger chance
                                                              • Figure 24: Adspend for technology, by media type, 2010-13
                                                            • TV market takes a backseat as mobile devices dominate
                                                              • Figure 25: Adspend for technology, by product type, 2010-13
                                                            • Multi-channel retailers receive Christmas traffic spike a month later
                                                              • Figure 26: Number of unique visitors accessing top four retailer websites, April 2013-April 2014
                                                            • Opportunity for brands to target IM users
                                                              • Figure 27: Facebook likes and Twitter followers for top ten technology advertisers, in order of total adspend* between 2010 and 2013, as of April 2014
                                                          • The Consumer – Researching Technology Products

                                                            • Key points
                                                              • Trusted pureplays gain most visitors
                                                                • Figure 28: Websites used to research technology products, June 2014
                                                                • Figure 29: Stores visited to research technology products, June 2014
                                                                • Figure 30: Attitudes towards and usage of brands in the electrical retailing sector, November 2013
                                                              • Men more likely to favour the online channel, but stores play a vital role
                                                                • Figure 31: Proportion of consumers who have researched technology products online or in stores in the last 12 months, by age, June 2014
                                                                • Figure 32: Demonstration of a 3DTV in a Currys PC World store
                                                              • A fifth of consumers have used at least six destinations as part of their research process
                                                                • Figure 33: Repertoire of stores visited and websites used to research technology products, June 2014
                                                              • Researching locations – by product
                                                                  • Figure 34: Websites and stores used/visited to research technology products, by device, June 2014
                                                                • Televisions
                                                                  • Figure 35: Websites and stores used/visited to research televisions, June 2014
                                                                • Laptop/desktop PCs
                                                                  • Figure 36: Websites and stores used/visited to research laptop and desktop PCs, June 2014
                                                                • Smartphones
                                                                  • Figure 37: Websites and stores used/visited to research smartphones, June 2014
                                                                • Tablets
                                                                  • Figure 38: Websites and stores used/visited to research tablets, June 2014
                                                              • The Consumer – Buying Technology Products

                                                                • Key points
                                                                  • A quarter of consumers have bought technology products from an online-only retailer
                                                                    • Figure 39: Websites used to buy technology products, June 2014
                                                                    • Figure 40: Stores visited to buy technology products, June 2014
                                                                    • Figure 41: Price matching point of sale in a Currys PC World store
                                                                  • Vast majority of male technology buyers shop online
                                                                    • Figure 42: Proportion of consumers who have bought technology products online or in stores in the last 12 months, by age, June 2014
                                                                  • Two fifths of technology buyers purchased their products through one channel
                                                                    • Figure 43: Repertoire of stores visited and websites used to buy technology products, June 2014
                                                                  • Mobile store retailers the most likely to convert browsers into purchasers
                                                                    • Figure 44: Proportion of consumers who have researched technology products using stores or websites and have also bought technology products from stores or websites, June 2014
                                                                  • Purchasing locations – by product
                                                                      • Figure 45: Websites and stores used/visited to buy technology products, by device, June 2014
                                                                    • Televisions
                                                                      • Figure 46: Websites and stores used/visited to buy televisions, June 2014
                                                                    • Laptop/desktop PCs
                                                                      • Figure 47: Websites and stores used/visited to buy laptop/desktop PCs, June 2014
                                                                    • Smartphones
                                                                      • Figure 48: Websites and stores used/visited to buy smartphones, June 2014
                                                                    • Tablets
                                                                      • Figure 49: Websites and stores used/visited to buy tablets, June 2014
                                                                  • The Consumer – What Influences Consumer Technology Purchases?

                                                                    • Key points
                                                                      • Sources of opinion have the biggest influence on technology buyers
                                                                        • Figure 50: Factors that influence the purchase of consumer technology products, by device, April 2014
                                                                      • Smartphone and tablet buyers are more reliant on manufacturer information
                                                                        • Figure 51: Factors that influence the purchase of consumer technology products, by device, April 2014
                                                                        • Figure 52: Factors that influence the purchase of consumer technology products, by device, April 2014
                                                                      • Women far more likely to listen to people they know, men go to professionals
                                                                        • Figure 53: Factors that influence the purchase of consumer technology products, by device, by gender, April 2014
                                                                      • Older consumers rely more on the bricks and mortar sector
                                                                        • Figure 54: Factors that influence the purchase of consumer technology products, by televisions and computers, by age, April 2014
                                                                    • The Consumer – Attitudes towards Technology Retailers and Manufacturers

                                                                      • Key points
                                                                        • Consumers sceptical about ‘impartial advice’
                                                                          • Figure 55: Attitudes towards technology retailers and manufacturers, April 2014
                                                                        • Older consumers more likely to trust manufacturers’ advice
                                                                          • Figure 56: Attitudes towards receiving advice from technology retailers and manufacturers, by age, April 2014
                                                                        • Trade-in to trade over
                                                                          • Experience stores could meet consumers’ desire for human advice
                                                                          • Appendix – The Consumer – Researching Technology Products

                                                                              • Figure 57: Websites used to research technology products, June 2014
                                                                              • Figure 58: Websites used to research technology products, by demographics, June 2014
                                                                              • Figure 59: Websites used to research technology products, by demographics, June 2014 (continued)
                                                                              • Figure 60: Stores visited to research technology products, June 2014
                                                                              • Figure 61: Stores visited to research technology products, by demographics, June 2014
                                                                              • Figure 62: Repertoire of stores visited and websites used to research technology products, June 2014
                                                                              • Figure 63: Repertoire of stores visited and websites used to research technology products, by demographics, June 2014
                                                                              • Figure 64: Websites used to research technology products, by stores visited to research technology products, June 2014
                                                                              • Figure 65: Stores visited to research technology products, by websites used to research technology products, June 2014
                                                                              • Figure 66: Stores visited to research technology products, by websites used to research technology products, June 2014 (continued)
                                                                              • Figure 67: Websites used to research technology products, by websites used to buy technology products, June 2014
                                                                              • Figure 68: Websites used to research technology products, by websites used to buy technology products, June 2014 (continued)
                                                                              • Figure 69: Websites used to research technology products, by stores visited to buy technology products, June 2014
                                                                              • Figure 70: Stores visited to research technology products, by websites used to buy technology products, June 2014
                                                                              • Figure 71: Stores visited to research technology products, by websites used to buy technology products, June 2014 (continued)
                                                                              • Figure 72: Stores visited to research technology products, by stores visited to buy technology products, June 2014
                                                                              • Figure 73: Websites or stores used to research technology products, by device, June 2014
                                                                              • Figure 74: Websites and stores used to research technology products, by device – televisions, by demographics, June 2014
                                                                              • Figure 75: Websites and stores used to research technology products, by device – Televisions, by demographics, June 2014 (continued)
                                                                              • Figure 76: Websites and stores used to research technology products, by device – Televisions, by demographics, June 2014 (continued)
                                                                              • Figure 77: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014
                                                                              • Figure 78: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014
                                                                              • Figure 79: Websites or stores used to research technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
                                                                              • Figure 80: Websites or stores used to research technology products, by device – Smartphones, by demographics, June 2014
                                                                              • Figure 81: Websites or stores used to research technology products, by device – smartphones, by demographics, June 2014 (continued)
                                                                              • Figure 82: Websites or stores used to research technology products, by device – smartphones, by demographics, June 2014 (continued)
                                                                              • Figure 83: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014
                                                                              • Figure 84: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014 (continued)
                                                                              • Figure 85: Websites or stores used to research technology products, by device – tablets, by demographics, June 2014 (continued)
                                                                              • Figure 86: Websites or stores used to research technology products, by device – Other technology product(s), by demographics, June 2014
                                                                              • Figure 87: Websites or stores used to research technology products, by device – other technology product(s), by demographics, June 2014 (continued)
                                                                              • Figure 88: Websites or stores used to research technology products, by device – other technology product(s), by demographics, June 2014 (continued)
                                                                          • Appendix – The Consumer – Buying Technology Products

                                                                              • Figure 89: Websites used to buy technology products, June 2014
                                                                              • Figure 90: Most popular websites used to buy technology products, by demographics, June 2014
                                                                              • Figure 91: Next most popular websites used to buy technology products, by demographics, June 2014
                                                                              • Figure 92: Stores visited to buy technology products, June 2014
                                                                              • Figure 93: Stores visited to buy technology products, by demographics, June 2014
                                                                              • Figure 94: Repertoire of stores visited and websites used to buy technology products, June 2014
                                                                              • Figure 95: Repertoire of stores visited and websites used to buy technology products, by demographics, June 2014
                                                                              • Figure 96: Websites or stores used to buy technology products, by device, June 2014
                                                                              • Figure 97: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014
                                                                              • Figure 98: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014 (continued)
                                                                              • Figure 99: Websites or stores used to buy technology products, by device – televisions, by demographics, June 2014 (continued)
                                                                              • Figure 100: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014
                                                                              • Figure 101: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
                                                                              • Figure 102: Websites or stores used to buy technology products, by device – laptop/desktop PCs, by demographics, June 2014 (continued)
                                                                              • Figure 103: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014
                                                                              • Figure 104: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014 (continued)
                                                                              • Figure 105: Websites or stores used to buy technology products, by device – smartphones, by demographics, June 2014 (continued)
                                                                              • Figure 106: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014
                                                                              • Figure 107: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014 (continued)
                                                                              • Figure 108: Websites or stores used to buy technology products, by device – tablets, by demographics, June 2014 (continued)
                                                                              • Figure 109: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014
                                                                              • Figure 110: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014 (continued)
                                                                              • Figure 111: Websites or stores used to buy technology products, by device – other technology product(s), by demographics, June 2014 (continued)
                                                                              • Figure 112: Websites used to buy technology products, by stores visited to buy technology products, June 2014
                                                                              • Figure 113: Stores visited to buy technology products, by websites used to buy technology products, June 2014
                                                                              • Figure 114: Stores visited to buy technology products, by websites used to buy technology products, June 2014 (continued)
                                                                              • Figure 115: Websites used to buy technology products, by websites used to research technology products, June 2014
                                                                              • Figure 116: Websites used to buy technology products, by websites used to research technology products, June 2014 (continued)
                                                                              • Figure 117: Stores visited to buy technology products, by websites used to research technology products, June 2014
                                                                              • Figure 118: Stores visited to buy technology products, by websites used to research technology products, June 2014
                                                                              • Figure 119: Websites used to buy technology products, by stores visited to research technology products, June 2014
                                                                              • Figure 120: Stores visited to buy technology products, by stores visited to research technology products, June 2014
                                                                          • Appendix – The Consumer – What Influences Consumer Technology Purchases?

                                                                              • Figure 121: Factors that influence the purchase of consumer technology products, by device, April 2014
                                                                              • Figure 122: Factors that influence the purchase of televisions, by demographics, April 2014
                                                                              • Figure 123: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
                                                                              • Figure 124: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
                                                                              • Figure 125: Factors that influence the purchase of televisions, by demographics, April 2014 (continued)
                                                                              • Figure 126: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014
                                                                              • Figure 127: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
                                                                              • Figure 128: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
                                                                              • Figure 129: Factors that influence the purchase of desktop/laptop PCs, by demographics, April 2014 (continued)
                                                                              • Figure 130: Factors that influence the purchase of smartphones, by demographics, April 2014
                                                                              • Figure 131: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
                                                                              • Figure 132: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
                                                                              • Figure 133: Factors that influence the purchase of smartphones, by demographics, April 2014 (continued)
                                                                              • Figure 134: Factors that influence the purchase of tablets, by demographics, April 2014
                                                                              • Figure 135: Factors that influence the purchase of tablets, by demographics, April 2014 (continued)
                                                                              • Figure 136: Factors that influence the purchase of tablets, by demographics, April 2014 (continued)
                                                                          • Appendix – The Consumer – Attitudes towards Technology Retailers and Manufacturers

                                                                              • Figure 137: Attitudes towards technology retailers and manufacturers, April 2014
                                                                              • Figure 138: Attitudes towards technology retailers and manufacturers, by demographics, April 2014
                                                                              • Figure 139: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)
                                                                              • Figure 140: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)
                                                                              • Figure 141: Attitudes towards technology retailers and manufacturers, by demographics, April 2014 (continued)

                                                                          Companies Covered

                                                                          • Amazon.co.uk
                                                                          • Apple Computer UK Ltd
                                                                          • Apple Retail UK
                                                                          • Argos
                                                                          • Currys
                                                                          • Dell Inc.
                                                                          • DSG International Computing
                                                                          • Google UK
                                                                          • LG Electronics (UK)
                                                                          • Microsoft Ltd (UK)
                                                                          • Nikon UK Ltd
                                                                          • Nintendo Co Ltd
                                                                          • Samsung Electronics (UK) Ltd
                                                                          • Sony (UK) Ltd
                                                                          • Sony Computer Entertainment Europe
                                                                          • The Carphone Warehouse Ltd

                                                                          Researching and Buying Technology Products - UK - July 2014

                                                                          US $2,583.33 (Excl.Tax)