ARLINGTON, Va.–(BUSINESS WIRE)–
Eighty-one percent of social media users are using online social
networks to find information to aid consumer electronics (CE) purchasing
decisions, according to a new study from the Consumer Electronics
Association (CEA)®. CEA’s study, How Social Media
Influences Purchase Decisions of Consumer Electronics and Accessories,
examined the role social media websites play in the decision to purchase
CE products and accessories.
Nearly one quarter (24 percent) of consumers who use social media say
they always or almost always refer to social media websites before they
purchase a CE device, and 38 percent say reviews or comments by someone
they know influenced their CE purchase decisions. Those numbers jump
dramatically among “high-engagement” social media users – those who
spend more than 13.5 hours a week on social media sites – with 65
percent always or almost always referring to social media websites
before purchasing a CE device. Four in five (84 percent) said reviews or
comments on social media sites by someone they know influenced their CE
purchase decisions.
When it comes to advertisements and promotions, high-engagement social
media users were also more likely (71 percent) than overall users (23
percent) to be influenced or strongly influenced by ads or promotions
posted by a company on social media. Among all consumers who researched
CE products on social media websites prior to their purchase, fewer than
half (42 percent) searched for a coupon or discount on a social media
website. However, more than half of high-engagement users (53 percent)
searched for a coupon code or discount in social media prior to their
purchase.
“CE manufacturers and retailers have an opportunity to reach interested
consumers directly by growing their presence on social media sites,”
said Chris Ely, manager of industry relations, CEA. “When it comes to
consumer electronics purchases, most high-engagement users are likely to
follow or “friend” a company due to special promotions, contests,
entertainment or exclusive content.”
The study also found most comments and reviews posted about recent CE
purchases on social media are positive. While only a fifth (22 percent)
of overall social media users posted a comment and/or review on a social
media website after their CE purchase, that number jumps to 51 percent
among high-engagement users. Most social media users (83 percent) who
posted a comment or review characterize their comments or reviews as
positive or very positive. Of those who posted comments/reviews, most
(72 percent) were posted on their personal page on a social media
website, followed by the retailer’s website (37 percent) and a personal
blog (26 percent).
The study, How Social Media Influences Purchase Decisions of Consumer
Electronics and Accessories, was conducted in December 2011. It was
designed and formulated by CEA
Market Research, the most comprehensive source of sales data,
forecasts, consumer research and historical trends for the consumer
electronics industry. Please cite any information to the Consumer
Electronics Association (CEA)®. The complete study is
available free to CEA member companies at members.CE.org.
Non-members may purchase the study at the CEA
Store.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade
association promoting growth in the $195 billion U.S. consumer
electronics industry. More than 2,000 companies enjoy the benefits of
CEA membership, including legislative advocacy, market research,
technical training and education, industry promotion, standards
development and the fostering of business and strategic
relationships. CEA also owns and produces the International CES – The
Global Stage for Innovation. All profits from CES are reinvested into
CEA’s industry services. Find CEA online at www.CE.org,
www.DeclareInnovation.com
and through social media; https://www.facebook.com/#!/CEAfeed,
http://twitter.com/ceafeed,
http://blog.ce.org/.
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