Media Influence on Consumer Choice: TV, Audio, and Home Theater Equipment

Published by: Ad-ology

Published: Nov. 13, 2008 - 58 Pages


Table of Contents


I. Executive Summary

II. Survey Findings

III. Consumer Spending

IV. Methodology+Definitions

TABLE OF FIGURES

1. Percentage of U.S. Adults That Have Purchased TV, Audio, Home Theater Recently

2. Demographic Analysis of U.S. Adults That Have Purchased TV, Audio, Home Theater Recently

3. Preference of Purchase Location (U.S. TV, Audio, Home Theater Purchasers 18+)

4. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers (18+) That Prefer to Purchase Online

5. Factors that are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)

6. Factors that are Most Important in Product Purchase or Location of Purchase by Age

7. Factors that are Most Important in Product Purchase or Location of Purchase by Gender

8. Factors that are Most Important in Product Purchase or Location of Purchase by Race

9. Factors that are Most Important in Product Purchase or Location of Purchase by U.S. Region

10. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Who Consider Price More Important than Product Quality

11. U.S. TV, Audio, Home Theater Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Online Media

12. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Social Networking

13. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Online Video

14. U.S. TV, Audio, Home Theater Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Traditional Media

15. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Newspapers

16. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Television

17. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Radio

18. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Direct Mail Advertising

19. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Magazines

20. Demographic Analysis of U.S. TV, Audio, Home Theater Purchasers Influenced by Out-of-Home Advertising

21. Percentage of U.S. TV, Audio, Home Theater Purchasers (18+) who consider Sports Marketing Somewhat or Very Important

22. Demographic Analysis of TV, Audio, Home Theater Purchasers who consider Sports Marketing Somewhat or Very Important

23. Percentage of U.S. TV, Audio, Home Theater Purchasers (18+) who consider Cause Marketing Somewhat or Very Important

24. Demographic Analysis of TV, Audio, Home Theater Purchasers who consider Cause Marketing Somewhat or Very Important

CONSUMER SPENDING FIGURES

1. 2006 U.S. TV Market Comparison of Consumer Spending on Televisions (Estimated Total per Market)

2. 2006 U.S. TV Market Comparison of Consumer Spending on Televisions (Estimated Average Per Household per Market)

3. 2006 U.S. Consumer Spending on Televisions by Life Stage Cluster

4. 2006 U.S. TV Market Comparison of Consumer Spending on Television, radios, sound equip (Estimated Total per Market)

5. 2006 U.S. TV Market Comparison of Consumer Spending on Television, radios, sound equip (Estimated Average Per Household per Market)

6. 2006 U.S. Consumer Spending on Television, radios, sound equip by Life Stage Cluster ©2008

Abstract

From its humble beginnings as a black and white replacement for the all-important radio, television has evolved into a high-tech, multi-billion dollar industry. Consumers buying a television set today need to take more than screen size into consideration as they wade through terms like high definition, LCD, plasma, HDMI and others. The industry switch to digital television (DTV) will push the penetration of digital ready sets.

Many factors play a role in the purchase of televisions, audio, and home theater equipment and this report examines the importance of factors like product quality, product availability, price, brand name, and sales staff.

The report includes extensive detail on the level of influence 15 different types of online and traditional media had on TV, audio and home theater equipment 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.

The report also offers insights on how receptive consumers are to buying online instead of in a store, as well data on the importance of sports sponsorships and support of a charity or cause.

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