Skip to main content

New Consumer Electronics Online Product Reviews


Regarding computer and consumer electronics (CE) sales, are people that purchase new devices showing a significant preference for online retailers over traditional stores? What roles do product application videos and detailed reviews have during the research phase of the buying process? And, has the new purchase model changed the way that people are using online search?

These are the key questions that eMarketer asked as they conducted their latest market assessment of the typical CE product purchase path.

Many traditional computer and consumer electronics retailers are already struggling to adapt to the latest market trends -- and the apparent ongoing shifts in new product demand.

eMarketer found that some legacy products face significant disruption from the ascent of smartphones and tablets, both of which provide a number of the functions that several different older devices once did.

However, while the market is in transition, sales of consumer electronics on the web are growing. In fact, eMarketer projects that online sales of consumer electronics will climb from $48.6 billion in 2012 to $80.2 billion in 2016.

But growth in online purchasing is only a part of the evolving story. Digital sales channels play a key role throughout the purchase path -- regardless of where the final purchase takes place.

A survey conducted by the Interactive Advertising Bureau (IAB) in December 2011 found that 91 percent of internet users had researched electronics products online before making a purchase in-store.

And online search is where that research process often starts. "Search is used at the beginning, middle and end of the research process, by both wireless shoppers and portable PC shoppers," said Robin Hutto, technology industry director at Google.

In addition, informed shoppers who have a clear idea of what they want will go to a retailer's website to research product details. An August 2012 report from Compete found that retailer websites outpaced all other online resources as the top tool used by U.S. online consumers to research devices.

No surprise, product reviews are another key component in the purchase process. An April 2011 Google study found that 54 percent of U.S. consumer electronics purchasers had read online reviews of products during their research phase.

But consumers are demonstrating how the traditional linear path to purchase has changed. In the past, people would arrive at the awareness stage largely through paid advertising that relied on some form of mass media as its delivery channel.

Today, the awareness stage is likely influenced by a friend's online comment about the recent purchase of a new device or software application. That, in turn, can help to launch the research phase among those in the purchaser’s social network.

As an example, periodically I describe my own application scenarios and product reviews. I include brief reviews of products that I've used -- either at work, within my home environment or while mobile. My friends and associates tell me that they find that insight useful.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of