Understanding the Demographics of Super Buyers

Of the thousands of products launched every year, only a few find success. Researchers spend countless hours and dollars trying to determine what accounts for success. Factors include product design and whether it fills a need. Success can also be linked to packaging and effective marketing campaigns. Another factor linked to product success is adoption by core consumer groups. When it comes to tech products, be sure to market to Super Buyers. Parks Associates notes the following key demographic details about Super Buyers:

  • 2/3’s of this group buys at least two CE products each year
  • Half of this group spends $500 annually on CE products
  • Half of this group reports annual income of over $75,000
  • These consumers shop at specialty electronics stores
  • Effective marketing to this group occurs through product reviews or online shopping comparison sites
  • Women who buy these devices are interested in features that connect them socially

The take-​away message for your local specialty electronics store clients may be to publish product reviews and increase online presence.

Sullivan, Laurie, “Super Buyers Play Critical Role in Adoption of New Toys,” Marketing Daily, 5.22.2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.