How Consumers Buy Home Electronics


By Krikor Daglian, Senior Researcher and Editor, eMarketer

eMarketer reports that according to a recent Vertis survey, those colorful mini-magazines filled with all kinds of products, product names and prices that get packed in newspapers are gratefully received by many who are in the market for home electronics. When Vertis asked what type of media influences their home electronics decisions, 28% of US consumers cited advertising inserts and circulars, while 22% favored TV and 18% picked newspaper ads. These three categories have varied in popularity in each of Vertis' polls since 1998, but all have remained significantly more popular than magazines, radio, direct mail and Internet-related media for home electronics buying decisions. Just 4% cited the Internet as the chief type of media influencing their purchases, and only 1% cited e-mail.

Brand name still has a huge appeal to US consumers when making their purchases. Although its importance has decreased relative to Vertis' 1998 findings, 40% of respondents still pick a product's brand name as the most important factor, after price, when buying home electronics. The study indicates that despite the many changes in the economy brought about by the Internet, some things remain the same. After price, consumers base their buying decisions on the brand names that conjure a positive image, and still choose more traditional media when making their decisions.

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