LOS ANGELES--(BUSINESS WIRE)--Despite the overwhelming shift to online versus in-store shopping, new research shows that for tech purchasers, the in-store experience still reigns supreme.
According to Citizen Tech, a new two-part North American study commissioned by communications agency Citizen Relations and powered by Vision Critical’s Customer Intelligence Platform, far more Americans (twice as many) say they are webrooming, the term used to describe consumers who compare products online and then purchase them at retail (64 percent), rather than the much-hyped showrooming (32 percent), which is the reverse when consumers compare products in-store but buy online. Moreover, the study shows a rise in another trend: while in the technology aisles of a retail store, more than 15 percent of shoppers are using a mobile device to comparison shop for better specs and lower prices online right then and there, newly dubbed 'mob-aisling™' (pronounced ‘mo-bīl-ing’) by Citizen Relations.
According to the study, Americans surveyed say they prefer buying at traditional retail locations because they want to see and feel the product (61 percent), don’t want to pay online shipping fees (47 percent), or want the item immediately (46 percent). Speaking to someone in the store before making a purchase decision proves to be important for shoppers surveyed (37 percent), especially the 55+ year old set (47 percent).
The study also found that tech savvy purchasers in the U.S. who actively ‘mob-aisle’ are rewarded for their in-the-moment research in negotiating a better deal. In fact, they were four times more likely to score a deal in-store (53 percent) than those who tried and failed (11 percent) – illustrating the power of real-time research and giving it the old college try.
“As a consumer engagement agency, we see two distinct opportunities for CE manufacturers and retailers alike – first, the data demonstrates that Americans remain skeptical of online shopping, likely fueled by recent high-profile data breaches, so there is more to be done to build consumer trust and confidence. Second, as the ‘mob-aisling’ trend continues to rise, there is huge opportunity to more actively engage with consumers to simplify the process, whether that’s in-store or online,” said Erin Georgieff, Managing Director of Citizen Relations’ U.S. consumer technology practice.
Pre-Purchase Influences Survey – Additional Findings
To better understand tech purchase decisions, influencers and the adoption curve, thereby providing communications solutions to current and prospective clients, the Citizen Tech study has been divided into two phases – the first of which uncovers pre-purchase habits and influences of nearly 2,500 adults throughout North America.
Other Phase One highlights include:
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Early Adopters are do-it-yourselfers when it comes to figuring out new
technologies (57%), while the overwhelming majority of Laggards look
to others for help (nearly 80%).
- The confidence Early Adopters have translates into positive thoughts when buying technology – with the majority saying they feel excited (71%), happy (60%) and optimistic (57%) – while Laggards equate buying technology to negative feelings like unsure/uncertain (35%), anxious (34%) and worried (30%).
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Technology news and reviews are driving initial awareness of new
products in the U.S. (34%), followed by word-of-mouth (WOM) (27%) and
brand advertising (23%).
- For Early Adopters and the Majority, tech news and reviews play a much larger role (52% and 35%, respectively) than for Laggards (only 15%).
- Laggards rely largely on WOM from friends/family (41%), followed by brand advertising (27%).
- When it comes to researching new products, the opinions of family and friends take a starring role (43% of Americans surveyed, especially among the Majority, 47% and Laggards, 52%), followed by product descriptions on brand websites (36%, which also is the number one source for Early Adopters) and expert reviews (33%).
- Top three considerations for new tech purchases are good value for the money (60%), having features they need (50%) and good reviews/ratings (40%). Laggards also cite ‘easy to understand’ as a top consideration (52%).
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Making a big splash about a new technology product when it’s first
released may not always be what’s most important.
- A whopping 80% of Americans surveyed prefer to see how a gadget or service plays out before purchasing it.
- Americans also put a lot of thought into their purchase, with one quarter (26%) taking at least a few weeks to a month to pull the trigger.
Citizen Tech Survey Methodology
From June 5 to June 10, 2014, an online survey was conducted among nearly 2,500 adults throughout North America (1,219 Canadians and 1,266 Americans). All respondents have at least shared responsibility in the purchase decisions for the technology they use. Respondents were classified as part of one of the below groups:
- Early Adopters: A group that tends to be younger (mostly 18-34 years old, 46% in Canada and 37% in the U.S.) and more open to trying new technologies as soon as they launch (401, Canada and 418, U.S.);
- The Majority: A group that tends to be over 34 years old (25% in Canada and 84% in the U.S.), more risk-averse and prefers to see how a technology plays out before making their purchase decision (407, Canada and 430, U.S.);
- Laggards: A group that tends to be older (55+ years old, 47% in Canada and 62% in the U.S.) and among the last to adopt a new technology (411, Canada and 418, U.S.).
Phase Two of Citizen Tech is scheduled to launch Winter 2014 and will focus on consumer attitudes and behaviors post-purchase.
Citizen Tech Related Links:
- Link to infographic
- Link to www.CitizenRelations.com
- Link to Citizen Relations Facebook Page
- Join the conversation on Twitter @CitizenPR and use #Citizentech
About Vision Critical
Vision Critical provides a cloud-based customer intelligence platform that allows companies to build engaged, secure communities of customers they can use continuously, across the enterprise, for ongoing, real-time feedback and insight. Designed for today’s always-on, social and mobile savvy customer, Vision Critical’s technology helps large, customer-centric enterprises discover what their customers want so they can deliver what they need. Unlike traditional customer research, which is slow, expensive and gathers dust on a shelf, Vision Critical’s customer intelligence platform replaces static data and cumbersome reports with real-time actionable customer intelligence that companies need to build better products, deliver better services and achieve better business outcomes. Hundreds of high-performance organizations use Vision Critical’s technology, including Banana Republic, Time Inc. and Discovery Communications. Learn more at www.visioncritical.com. Follow us on Twitter at https://twitter.com/visioncritical.
About Citizen Relations
Formed by uniting four Vision7 International PR agencies, renowned in North America and Europe, Citizen Relations represents the merger of Optimum in Canada, PainePR in the U.S., and Band & Brown and Brando in the U.K. It includes nearly 200 professionals in eight cities and hundreds of strategic resources in more than 60 cities across the world, which enables it to deliver large-scale campaigns, not only on a worldwide level, but on a regional and local scale, as well. Citizen Relations' unique vision is based on collaboration, imagination, agility and boldness, to meet the new realities of the digital age. Citizen Relations is a member of the EDC Communications group; EDC is an operating group within the holding company Vision7 International.
