Younger consumers are more likely than older
consumers to shop across online and in-store channels. In the years to come, as
the 25-34s mature they are likely to keep these shopping habits, making a
multichannel approach the standard way to research and buy technology. This
evolution of the technology shopper makes it important that retailers and
brands ensure full integration between their stores and their digital portals;
an holistic approach to retail channels, treating them as multiple paths to a
brand that the consumer could travel interchangeably, rather than separate
pipelines with little to no crossover, will ultimately yield rewards.
Introduction
Definitions
Abbreviations
To
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Executive Summary
The market
Figure 1: Plans for purchase or
upgrade of consumer technology products in the next three months, January 2013
and April 2013
Market factors
Internet access from smartphones and
tablets increasing
Multichannel shopping on the rise
Pop-up stores allow manufacturers
and online pure-plays to connect to customers
Companies, brands and innovations
The consumer
Where do consumers purchase their
technology?
Figure 2: Locations from which
consumers purchased technology, April 2013
How do consumers research technology
purchases?
Figure 3: Research sources used by
consumers when buying technology, April 2013
Attitudes towards researching and
buying technology
Figure 4: Attitudes towards
researching and buying technology, April 2013
Researching and buying on
smartphones and tablets
Figure 5: Use of a smartphone or
tablet to research and buy technology products, April 2013
What would make consumers buy more
technology in-store?
Figure 6: Factors that would induce
consumers to buy more in-store, April 2013
What we think
Issues and Insights
Mobile device is misleading; tablets
and smartphones should not necessarily be grouped together
The issues
The implications
Showrooming a problem for
bricks-and-mortar retailers losing sales to online competitors
The issues
The implications
Next generation of shoppers likely
to be multichannel
The issues
The implications
Retailers play an important part in
providing unbiased information to shoppers
The issues
The implications
To
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Trend Application
Trend: Experience is All
Trend: Who Needs Humans?
Mintel Futures: Human
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