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Researching and Buying Technology Products - UK - June 2015

“Allowing customers to collect points that can be redeemed for discounts on a future purchase is likely to boost the number of repeat visitors. Meanwhile, retailers that offer sought-after benefits to members, such as complementary extended warranties, exclusive special offers and free or discounted after-sales services can effectively encourage consumers to think shop first rather than price first.”

–    Sara Ballaben, Technology Analyst

  • How is the high street evolving to compete with online pureplays?
  • How can retailers encourage consumers to think shop first?

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Table of contents

  1. Overview

    • What you need to know
      • Scope of the report
      • Executive Summary

          • Online pureplays are the most visited…
            • Figure 1: Websites used to research technology products, April 2015
          • …but multichannel specialist electrical retailers still lead the way
            • Figure 2: Stores visited to research technology products, April 2015
          • Specialist retailers’ multichannel advantage
            • Figure 3: Stores visited and websites used to buy technology products, April 2015
          • Forward-thinking consumers seek after-sales reassurance
            • Figure 4: Important factors when choosing place of purchase of technology products, April 2015
          • Free after-sales services drive purchasing decisions
            • Figure 5: Factors that would influence the decision of buying technology products in-store, April 2015
          • Are after-sales services the game changer in the ‘Internet of Things’ era?
          • Issues and Insights

            • How is the high street evolving to compete with online pureplays?
              • The facts
                • The implications
                  • How can retailers encourage consumers to think shop first?
                    • The facts
                      • The implications
                      • The Market– What You Need To Know

                        • Online sales by multichannel players drive market growth
                          • A new role for bricks-and-mortar locations: the enhanced in-store shopping experience
                            • Consumer education becomes essential
                              • Entertaining digitally savvy shoppers
                                • The ‘Internet of Things’ brings customers in-store
                                  • Nurturing a shop-first mindset
                                  • Market Background

                                    • Positive economic outlook boosts planned technology purchases
                                      • Figure 6: Plans to purchase consumer technology products in the next three months, June and November 2014
                                    • Smartphone penetration set to continue to grow
                                      • Figure 7: Household/personal ownership of consumer technology products, April 2015
                                    • Online sales drive market growth
                                      • Figure 8: Estimated distribution of spending on electrical goods, 2013 and 2014
                                    • The multichannel advantage
                                      • Dixons Carphone leads the market
                                        • Figure 9: Market shares of leading specialist and non-specialist electrical goods retailers, 2013 and 2014
                                      • A new role for bricks-and-mortar locations: the enhanced in-store shopping experience
                                        • Consumer education becomes an essential part of the shopping experience
                                          • Manufacturers pop up to entertain
                                            • Showcasing smart eco-systems in the ‘Internet of Things’ era
                                              • Encouraging technology shoppers to think shop first
                                              • Who’s Innovating – What You Need To Know

                                                • Meet your smart home
                                                  • Next step: ‘Showhows’
                                                    • Bridging the digital divide
                                                      • Convenience becomes ever more imperative
                                                        • The success of rent-to-buy schemes
                                                        • Who’s Innovating

                                                          • Meet your smart home
                                                            • Figure 10: Samsung Home Innovation showroom space
                                                          • Next step: ‘showhows’
                                                            • Figure 11: Knowhow area, Currys/PC World Solihull
                                                          • Bridging the digital divide
                                                            • Convenience becomes ever more imperative
                                                              • The success of rent-to-buy schemes
                                                              • The Consumer – What You Need To Know

                                                                • Specialist electrical retailers hold the multichannel advantage
                                                                  • Almost two in three technology researchers are multichannel
                                                                    • Retailers more popular than manufacturers
                                                                      • The power of bricks-and-mortar locations
                                                                        • Consumers loyal to few trusted technology providers
                                                                          • Forward-thinking consumers seek after-sales reassurance
                                                                            • Are after-sales services the game changer in the ‘Internet of Things’ era?
                                                                            • The Consumer – Researching Technology Products

                                                                              • Almost three quarters of consumers shopped around online
                                                                                • Women more likely to lose interest in researching technology products
                                                                                    • Figure 12: Proportion of consumers who have researched technology products in the last 12 months, by gender and age, April 2015
                                                                                  • Online pureplays are the most visited…
                                                                                    • Figure 13: Websites used to research technology products, April 2015
                                                                                  • …but multichannel specialist electrical retailers still lead the way
                                                                                    • Figure 14: Stores visited to research technology products, April 2015
                                                                                  • It’s not just about prices anymore
                                                                                    • Figure 15: Perceptions of online-only retailers versus retailers with stores, November 2014
                                                                                  • Stores have a more stable role in consumers’ pre-purchase research process
                                                                                      • Figure 16: Proportion of consumers who have researched technology products online or in-store in the last 12 months, by age, April 2015
                                                                                    • Almost two in three consumers used multiple research destinations
                                                                                      • Figure 17: Repertoire of stores visited and websites used to research technology products, April 2015
                                                                                    • Young shoppers more likely to be multichannel
                                                                                      • Figure 18: Proportion of consumers who have used six or more sources to research technology products, by age, April 2015
                                                                                    • Over half of consumers want the best of both worlds
                                                                                        • Figure 19: Proportion of consumers who visited a retailer's website and also visited a store of the same type of retailer, April 2015
                                                                                    • The Consumer – Research Locations by Product

                                                                                      • Computers are the most researched products
                                                                                        • Figure 20: Proportion of consumers who shopped around for technology products in the last year, by device, April 2015
                                                                                      • Desktop and laptop computers
                                                                                          • Figure 21: Websites used and stores visited to shop around for laptop and desktop computers, April 2015
                                                                                        • Smartphones
                                                                                            • Figure 22: Websites used and stores visited to shop around for smartphones, April 2015
                                                                                          • Tablets
                                                                                              • Figure 23: Websites used and stores visited to shop around for tablets, April 2015
                                                                                            • Televisions
                                                                                              • Figure 24: Websites used and stores visited to shop around for televisions, April 2015
                                                                                              • Figure 25: Proportion of consumers who researched a product online and in-store, April 2015
                                                                                              • Figure 26: Proportion of consumers who have researched technology products in the last 12 months, by device, by age, April 2015
                                                                                          • The Consumer – Sources of Information Used

                                                                                            • Retailers more popular than manufacturers
                                                                                              • Figure 27: Sources of information used to shop around for technology products, April 2015
                                                                                              • Figure 28: Top 20 companies for adspend in technology products, 2014
                                                                                            • The power of peer influence
                                                                                              • Women are advice-driven, men are price-driven
                                                                                              • The Consumer – Buying Technology Products

                                                                                                • Online shopping preferred by men and young generations
                                                                                                    • Figure 29: Stores visited and websites used to buy technology products, by gender and age, April 2015
                                                                                                  • Specialist retailers’ multichannel advantage
                                                                                                    • Figure 30: Stores visited and websites used to buy technology products, April 2015
                                                                                                  • The impact of showrooming
                                                                                                    • FIGURE 31: proportion of consumers who have researched and bought technology products from same store or website, april 2015
                                                                                                  • Over half of consumers shopped through a maximum of two channels
                                                                                                      • Figure 32: Repertoire of stores visited and websites used to buy technology products, April 2015
                                                                                                    • Consumers tend to develop a preferential relationship with trusted technology providers
                                                                                                        • Figure 33: Repertoire of stores visited and websites used to buy technology products, by age, April 2015
                                                                                                    • The Consumer – Purchasing Locations by Product

                                                                                                      • Televisions the most likely device to be bought in-store
                                                                                                        • Figure 34: Proportion of consumers who bought technology products online or in-store, by product, April 2015
                                                                                                      • Desktop and laptop computers
                                                                                                        • Figure 35: Stores visited and websites used to buy desktop/laptop computers, April 2015
                                                                                                      • Televisions
                                                                                                          • Figure 36: Stores visited and websites used to buy televisions, April 2015
                                                                                                        • Smartphones
                                                                                                          • Figure 37: Stores visited and websites used to buy smartphones, April 2015
                                                                                                          • Figure 38: Proportion of consumers who have researched smartphones in-store or online and have also bought a smartphone from same store or website, April 2015
                                                                                                        • Tablets
                                                                                                            • Figure 39: Stores visited and websites used to buy tablets, April 2015
                                                                                                        • The Consumer – Influencing the Choice of Place of Purchase

                                                                                                          • Consumers are loyal to stores they trust
                                                                                                              • Figure 40: Important factors when choosing place of purchase of technology products, April 2015
                                                                                                            • Free after-sales services drive purchasing decisions
                                                                                                            • The Consumer – Boosting Research-to-Purchase Conversion Rates

                                                                                                              • Women more likely to be influenced by the availability of set-up services
                                                                                                                  • Figure 41: Factors that would influence the decision of buying technology products in-store, April 2015
                                                                                                                • More than two fifths of consumers prefer multichannel experiences
                                                                                                                    • Figure 42: Factors that would influence the decision of buying technology products online, April 2015
                                                                                                                  • Consumers happy with pure online shopping but seek multichannel after-sales customer service
                                                                                                                      • Figure 43: Top three reasons for last use of click-and-collect for non-groceries, June 2014
                                                                                                                    • Are after-sales services the game changer in the ‘Internet of Things’ era?
                                                                                                                    • Appendix

                                                                                                                      • Data sources
                                                                                                                        • Abbreviations

                                                                                                                        Companies Covered

                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                        Researching and Buying Technology Products - UK - June 2015

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