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Media Influence on Consumer Choice: Computers, Computer Accessories

Published by: Ad-ology

Published: Dec. 1, 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 Computers, Computer Accessories Recently

2. Demographic Analysis of U.S. Adults That Have Purchased Computers, Computer Accessories Recently

3. Preference of Purchase Location (U.S. Computers, Computer Accessories Purchasers 18+)

4. Demographic Analysis of U.S. Computers, Computer Accessories 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. Computers, Computer Accessories Purchasers Who Consider Price More

Important than Product Quality

11. U.S. Computers, Computer Accessories Purchasers (18+) Somewhat or Significantly Influenced by

Information/Advertising from Online Media

12. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Social

Networking and User-Generated Content

13. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Online Video

14. U.S. Computers, Computer Accessories Purchasers (18+) Somewhat or Significantly Influenced by

Information/Advertising from Traditional Media

15. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Newspapers

16. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Television

17. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Radio

18. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Direct Mail

Advertising

19. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Magazines

20. Demographic Analysis of U.S. Computers, Computer Accessories Purchasers Influenced by Out-of-Home Advertising

21. Percentage of U.S. Computers, Computer Accessories Purchasers (18+) who consider Sports Marketing

Somewhat or Very Important

22. Demographic Analysis of Computers, Computer Accessories Purchasers who consider Sports Marketing

Somewhat or Very Important

23. Percentage of U.S. Computers, Computer Accessories Purchasers (18+) who consider Cause Marketing

Somewhat or Very Important

24. Demographic Analysis of Computers, Computer Accessories Purchasers who consider Cause Marketing

Somewhat or Very Important

CONSUMER SPENDING FIGURES

1. 2008 U.S. TV Market Comparison of Consumer Spending on Computers and computer hardware

non-business use (Estimated Total per Market)

2. 2008 U.S. TV Market Comparison of Consumer Spending on Computers and computer hardware

non-business use (Estimated Average Per Household per Market)

3. 2008 U.S. Consumer Spending on Computers and computer hardware non-business use by Life Stage Cluster

4. 2008 U.S. TV Market Comparison of Consumer Spending on Computer software and accessories for

non-business use (Estimated Total per Market)

5. 2008 U.S. TV Market Comparison of Consumer Spending on Computer software and accessories for

non-business use (Estimated Average Per Household per Market)

6. 2008 U.S. Consumer Spending on Computer software and accessories for non-business use by Life Stage

Cluster

Abstract

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.

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