A new study, called Trends in CE Retailing, from the Consumer Electronics Association (CEA) has found consumes to be very satisfied when shopping online and at traditional retail outlets for consumer electronics.
Online retailers were found to have a 90% net customer satisfaction rating, up 6% since the last survey in 2005. Consumers’ rankings of large CE retailers was said to remain unchanged from 2005, with 81% of large CE retailers having received good or excellent marks.
The study found that in the past 12 months, nearly seven out of 10 consumers researched a CE product online before going to a store to make the purchase; this is an increase of roughly 20 percentage points in one year. Thirty-one percent of shoppers said they had looked at a product in store and bought it online.
The study found that consumers and retailers are using information and technology differently than in the past. It found increased importance placed on word-of-mouth advertising with the rise of the Internet. Nearly four in 10 CE buyers are said to rely heavily on user-generated comments and reviews when making a purchase decision. Twenty percent reported making CE purchase decisions based solely on user opinions or reviews.
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