Consumers have embraced electronic gadgets with open arms and wallets. Despite intense competition and advertising by marketers to establish brand dominance, research shows that shoppers remain flexible. However, they do show a preference for specific types of devices and these preferences should guide product development and marketing in the coming year.
In Accenture’s 2013 survey of 11,000 consumers on this topic, buyers are showing a preference for multi-functional devices. The top 4 devices under purchase consideration in 2013 are:
- PC 36%
- Smartphone 41%
- Tablet 23%
- HDTV 33%
Far fewer consumers are interested in single-purpose devices such as game consoles (7%), digital still cameras (11%) or eBook readers (9%). In addition, once consumers purchase a multi-use device, such as a tablet, 43% report using their eBook readers less and 40% report the same about their DVD players. Instead, they are turning more frequently to: PCs – 91%, HDTVs – 55%, and Smartphones – 30%.
Marketers shouldn’t fear that any one brand has a lock on the electronic device market. Only 44% of consumers said it was extremely or somewhat important that all of their devices run on the same operating system. And when they are in the market for a new device, at least 66% of shoppers consider alternate platforms because they believe they might tap into better performance, apps, or lower costs.
While price remains the top consideration for consumers looking to purchase any of the top 4 devices, screen resolution is key for TVs, design/look/feel is important for smartphones, and security solutions are important for PCs and tablets. These are details that marketers should highlight in this year's campaigns.
To learn more about PC Users or Smartphone Users, check out the Audience Interests & Intent Report available at the Research Store on ad-ology.com.[Source: It’s Anyone’s Game. Accenture.com. 2013. Web. 13 Feb. 2013]