Media Influence on Consumer Choice: Computers, Computer Accessories

The computer industry is constantly changing, with the popularity of personal computers moving from desktop computers to laptop and notebook computers. Somewhat new to the industry are netbook computers - small, portable laptops designed for wireless communication and access to the Internet. While less powerful than standard desktop and laptop computers, netbooks are significantly less expensive than other laptops and poised to be a big growth market over the next several years.

This report includes extensive detail on the level of influence 15 different types of online and traditional media had on computer and computer accessory purchases, and reveals significant influence by online product reviews. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.

Many factors play a role in these purchases and the report examines the importance of factors like product quality, product availability, price, and brand name.

The report also offers insights on how receptive consumers are to buying online instead of in a store - survey results show a higher percentage of respondents prefer to buy computers online versus other retail categories studied - as well data on the importance of product availability and product variety in the decision on where to purchase.