Younger consumers are more likely than older consumers to shop across online and in-store channels. In the years to come, as the 25-34s mature they are likely to keep these shopping habits, making a multichannel approach the standard way to research and buy technology. This evolution of the technology shopper makes it important that retailers and brands ensure full integration between their stores and their digital portals; an holistic approach to retail channels, treating them as multiple paths to a brand that the consumer could travel interchangeably, rather than separate pipelines with little to no crossover, will ultimately yield rewards.

1. Researching and Buying Technology Products - UK - June 2013
Younger consumers are more likely than older consumers to shop across online and in-store channels. In the
years to come, as the 25-34s mature they are likely to keep these shopping habits, making a multichannel
approach the standard way to research and buy technology. This evolution of the technology shopper makes it
important that retailers and brands ensure full integration between their stores and their digital portals; an
holistic approach to retail channels, treating them as multiple paths to a brand that the consumer could travel
interchangeably, rather than separate pipelines with little to no crossover, will ultimately yield rewards.
table Of Content
introduction
definitions
abbreviations
executive Summary
the Market
figure 1: Plans For Purchase Or Upgrade Of Consumer Technology Products In The Next Three Months,
January 2013 And April 2013
market Factors
internet Access From Smartphones And Tablets Increasing
multichannel Shopping On The Rise
pop-up Stores Allow Manufacturers And Online Pure-plays To Connect To Customers
companies, Brands And Innovations
the Consumer
where Do Consumers Purchase Their Technology?
figure 2: Locations From Which Consumers Purchased Technology, April 2013
how Do Consumers Research Technology Purchases?
figure 3: Research Sources Used By Consumers When Buying Technology, April 2013
attitudes Towards Researching And Buying Technology
figure 4: Attitudes Towards Researching And Buying Technology, April 2013
researching And Buying On Smartphones And Tablets
figure 5: Use Of A Smartphone Or Tablet To Research And Buy Technology Products, April 2013
what Would Make Consumers Buy More Technology In-store?
figure 6: Factors That Would Induce Consumers To Buy More In-store, April 2013
what We Think
Researching and Buying Technology Products - UK - June 2013

2. issues And Insights
mobile Device Is Misleading; Tablets And Smartphones Should Not Necessarily Be Grouped Together
the Issues
the Implications
showrooming A Problem For Bricks-and-mortar Retailers Losing Sales To Online Competitors
the Issues
the Implications
next Generation Of Shoppers Likely To Be Multichannel
the Issues
the Implications
retailers Play An Important Part In Providing Unbiased Information To Shoppers
the Issues
the Implications
trend Application
trend: Experience Is All
trend: Who Needs Humans?
mintel Futures: Human
market Drivers
key Points
smartphones The Most Likely Thing To Be Purchased In The Next Three Months
figure 7: Plans For Purchase Or Upgrade Of Consumer Technology Products In The Next Three Months,
January 2013 And April 2013
retail Activity From Smartphones Increases
figure 8: Devices Used To Access The Internet In The Last Three Months, With Percentage Point Change
From September 2012, January 2013
figure 9: Proportion Of Smartphone Owners Who Accessed Retail Applications Through Their Devices In
February 2011, February 2012 And February 2013
consumers More Likely To Shop From Tablets
figure 10: Top Ten Online Activities Performed On Computers, Smartphones And Tablets, April 2013
over Half Of Consumers Multichannel Shop
figure 11: Browsing And Buying From Home, May 2012
bricks-and-mortar Retailers Looking To Overcome Showrooming
widening Income Gap May Make Consumers More Price-conscious
figure 12: Retail Price Index Against Wage Growth For Regular Pay (excluding Bonuses), March 2007-march
2013
pop-up Shops Provide A More Hands-on, Highly Branded Experience
top Electronics Retailers Show Positive Variety
figure 13: Share Of Consumer Spending On Electrical/electronic Goods Adjusted To Exclude Vat At Annual
Average Rates, 2012
Researching and Buying Technology Products - UK - June 2013

3. who’s Innovating?
key Points
fresh Attempts To Bring Together Brands And Product Evangelists
reevoo Takes Consumer Reviews Offline For Multichannel Marketing
john Lewis Augments The High Street To Promote Smart Televisions
pc World And Currys Target Last-minute Shoppers With Train Trolleys
companies And Products
amazon.com Inc.
figure 14: Amazon.com Financial Results, 2010-12
apple Retail Uk
figure 15: Key Financials, Apple Retail Uk, 2009-12
argos
figure 16: Key Financials, Argos, 2009-12
dixons Retail Plc
figure 17: Key Financials, Dixons Retail Uk & Ireland, 2009-12
john Lewis Plc
figure 18: Key Financials, John Lewis, 2009-12
brand Communication And Promotion
key Points
manufacturers Dominate Top Adspend Positions
figure 19: Top 20 Companies, By Technology* Adspend, 2009-12
tv Still Accounts For The Largest Minority Of Adspend
figure 20: Adspend For Technology*, By Media Type, 2009-12
tablet Adspend Explodes After 2010
figure 21: Adspend For Smartphones, Televisions, Tablets, Computers, Cameras And Consoles, 2009-12
where Do Consumers Buy Their Technology?
key Points
most Shopping Still Done In-store
figure 22: Locations From Which Consumers Purchased Technology, April 2013
static Technology Buyers Favour Bricks-and-mortar Over Digital Shops
figure 23: Purchases Of Technology, By Type Of Retailer Used, April 2013
supermarkets Have The Biggest Difference Between In-store And Online Buying
figure 24: Proportion Of Consumers Who Purchase In-store And On The Websites Of Supermarkets,
Specialist And Generalist Electronic Retailers, April 2013
less Affluent Consumers Tend To Shop In-store
Researching and Buying Technology Products - UK - June 2013

4. figure 25: Purchase Of Any Technology Online Or In-store, By Gross Annual Average Household Income,
November 2013
how Do Consumers Research Technology Purchases?
key Points
bigger-ticket Technology Items More Commonly Researched Offline
figure 26: Research Sources Used By Consumers When Buying Technology, April 2013
tv Research
figure 27: Research Sources Used By Consumers To Purchase Tvs, April 2013
tablet Research
figure 28: Research Sources Used By Consumers To Purchase Tablets, April 2013
smartphone Research
figure 29: Research Sources Used By Consumers To Purchase Smartphones, April 2013
laptop/desktop Research
figure 30: Research Sources Used By Consumers To Purchase Laptop/desktop Computers, April 2013
camera Research
figure 31: Research Sources Used By Consumers To Purchase Cameras, April 2013
games Console Research
figure 32: Research Sources Used By Consumers To Purchase Games Consoles, April 2013
attitudes Towards Researching And Buying Technology
key Points
hands-on Experience Important For Portable Device Sales
figure 33: Attitudes Towards Researching And Buying Technology, April 2013
younger Consumers More Likely To Seek Out Multichannel
figure 34: Proportion Of Consumers Who Would Prefer To Browse Technology In-store And Then Buy
Online From The Same Or A Different Retailer, By Age, April 2013
newer Device Categories Escape In-store Bias From Older Consumers
figure 35: Preference For Purchasing Technology In-store Rather Than Online, By 16-24s And Over-65s,
April 2013
researching And Buying On Smartphones And Tablets
key Points
almost Half Of All Tablet And Smartphone Owners Using Devices To Research Purchases
figure 36: Use Of A Smartphone Or Tablet To Research And Buy Technology Products, April 2013
figure 37: Use Of A Manufacturer Or Retailer Website To Research Technology Products, April 2013
smartphone And Tablet Research: App Vs Website Use
figure 38: Use Of A Specific App, Retailer Or Manufacturer’s Website To Research Technology On A
Smartphone, By Age, April 2013
figure 39: Use Of A Specific App, Retailer Or Manufacturer’s Website To Research Technology On A
Researching and Buying Technology Products - UK - June 2013

5. Tablet, By Age, April 2013
tablet Owners More Likely To Purchase Through Their Devices
figure 40: Use Of Smartphones And Tablets To Purchase Technology Products, April 2013
londoners Significantly More Likely To Shop From Tablets Whilst In-store
figure 41: Proportion Of Tablet Owners Who Have Used Their Tablet To Purchase A Technology Product
From A High Street Retailer’s Website Whilst In Their Or Another Retailer’s Store, By Region,
April 2013
figure 42: Proportion Of Consumers Who Have A Tablet In The Home, By Region, January 2013
women Less Comfortable Purchasing Technology
what Would Make Consumers Buy More Technology In-store?
key Points
saving Money A Primary Concern For Consumers
figure 43: Factors That Would Induce Consumers To Buy More In-store, April 2013
younger Consumers Are More Likely To Want A Warranty
differences Hint At Importance Of The Experience
appendix – Where Do Consumers Buy Their Technology?
figure 44: Locations At Which Consumers Purchased Technology, April 2013
figure 45: Locations At Which Consumers Purchased Other Technology, April 2013
figure 46: Online Locations At Which Consumers Purchased All Technology, By Demographics, April 2013
figure 47: In-store Locations At Which Consumers Purchased All Technology, By Demographics, April 2013
figure 48: Online Locations At Which Consumers Purchased A Tv, By Demographics, April 2013
figure 49: In-store Locations At Which Consumers Purchased A Tv, By Demographics, April 2013
figure 50: Online Locations At Which Consumers Purchased Portable Technology, By Demographics, April
2013
figure 51: In-store Locations At Which Consumers Purchased Portable Technology, By Demographics, April
2013
figure 52: Online Locations At Which Consumers Purchased Static Technology, By Demographics, April
2013
figure 53: In-store Locations At Which Consumers Purchased Static Technology, By Demographics, April
2013
figure 54: Online Locations At Which Consumers Purchased A Tablet, By Demographics, April 2013
figure 55: In-store Locations At Which Consumers Purchased A Tablet, By Demographics, April 2013
figure 56: Online Locations At Which Consumers Purchased A Smartphone, By Demographics, April 2013
figure 57: In-store Locations At Which Consumers Purchased A Smartphone, By Demographics, April 2013
figure 58: Online Locations At Which Consumers Purchased A Laptop/desktop, By Demographics, April
2013
figure 59: In-store Locations At Which Consumers Purchased A Laptop/desktop, By Demographics, April
2013
figure 60: Online Locations At Which Consumers Purchased A Camera, By Demographics, April 2013
Researching and Buying Technology Products - UK - June 2013

6. figure 61: In-store Locations At Which Consumers Purchased A Camera, By Demographics, April 2013
figure 62: Online Locations At Which Consumers Purchased A Games Console, By Demographics, April
2013
figure 63: In-store Locations At Which Consumers Purchased A Games Console, By Demographics, April
2013
appendix – How Do Consumers Research Technology Purchases?
figure 64: Research Sources Used By Consumers When Buying Technology, April 2013
figure 65: Research Sources Used By Consumers When Buying Other Technology, April 2013
figure 66: Most Popular Research Sources Used By Consumers When Buying Technology, By
Demographics, April 2013
figure 67: Next Most Popular Research Sources Used By Consumers When Buying Technology, By
Demographics, April 2013
figure 68: Most Popular Research Sources Used By Consumers When Buying A Tv, By Demographics, April
2013
figure 69: Next Most Popular Research Sources Used By Consumers When Buying A Tv, By Demographics,
April 2013
figure 70: Most Popular Research Sources Used By Consumers When Buying Portable Technology, By
Demographics, April 2013
figure 71: Next Most Popular Research Sources Used By Consumers When Buying Portable Technology, By
Demographics, April 2013
figure 72: Most Popular Research Sources Used By Consumers When Buying Static Technology, By
Demographics, April 2013
figure 73: Next Most Popular Research Sources Used By Consumers When Buying Static Technology, By
Demographics, April 2013
figure 74: Most Popular Research Sources Used By Consumers When Buying A Tablet, By Demographics,
April 2013
figure 75: Next Most Popular Research Sources Used By Consumers When Buying A Tablet, By
Demographics, April 2013
figure 76: Most Popular Research Sources Used By Consumers When Buying A Smartphone, By
Demographics, April 2013
figure 77: Next Most Popular Research Sources Used By Consumers When Buying A Smartphone, By
Demographics, April 2013
figure 78: Most Popular Research Sources Used By Consumers When Buying A Laptop/desktop, By
Demographics, April 2013
figure 79: Next Most Popular Research Sources Used By Consumers When Buying A Laptop/desktop, By
Demographics, April 2013
figure 80: Most Popular Research Sources Used, By Consumers When Buying A Camera, By Demographics,
April 2013
figure 81: Next Most Popular Research Sources Used By Consumers When Buying A Camera, By
Demographics, April 2013
figure 82: Most Popular Research Sources Used By Consumers When Buying A Games Console, By
Researching and Buying Technology Products - UK - June 2013

7. Demographics, April 2013
figure 83: Next Most Popular Research Sources Used By Consumers When Buying A Games Console, By
Demographics, April 2013
appendix – Attitudes Towards Researching And Buying Technology
figure 84: Attitudes Towards Researching Technology, April 2013
figure 85: Attitudes Towards Researching Technology, April 2013
figure 86: Attitudes Towards Researching Technology, By Demographics, April 2013
figure 87: Attitudes Towards Researching Portable Technology, By Demographics, April 2013
figure 88: Attitudes Towards Researching Static Technology, By Demographics, April 2013
figure 89: Attitudes Towards Researching A Tv, By Demographics, April 2013
figure 90: Attitudes Towards Researching A Tablet, By Demographics, April 2013
figure 91: Attitudes Towards Researching A Smartphone, By Demographics, April 2013
figure 92: Attitudes Towards Researching A Laptop/desktop, By Demographics, April 2013
figure 93: Attitudes Towards Researching A Camera, By Demographics, April 2013
figure 94: Attitudes Towards Researching A Games Console, By Demographics, April 2013
appendix – Researching And Buying On Smartphones And Tablets
figure 95: Researching And Buying Behaviours On Smartphones And Tablets, April 2013
figure 96: Researching And Buying Behaviours On Smartphones And Tablets, April 2013
figure 97: Most Popular Researching And Buying Behaviours On Smartphones, By Demographics, April
2013
figure 98: Next Most Popular Researching And Buying Behaviours On Smartphones, By Demographics,
April 2013
figure 99: Other Researching And Buying Behaviours On Smartphones, By Demographics, April 2013
figure 100: Most Popular Researching And Buying Behaviours On Tablets, By Demographics, April 2013
figure 101: Next Most Popular Researching And Buying Behaviours On Tablets, By Demographics, April
2013
figure 102: Other Researching And Buying Behaviours On Tablets, By Demographics, April 2013
appendix – What Would Make Consumers Buy More Technology In-store?
figure 103: Factors That Would Induce Consumers To Buy More In-store, April 2013
figure 104: Factors That Would Induce Consumers To Buy More In-store, By Most Popular Factors That
Would Induce Consumers To Buy More In-store, April 2013
figure 105: Factors That Would Induce Consumers To Buy More In-store, By Next Most Popular Factors
That Would Induce Consumers To Buy More In-store, April 2013
figure 106: Most Popular Factors That Would Induce Consumers To Buy More In-store, By Demographics,
April 2013
figure 107: Next Most Popular Factors That Would Induce Consumers To Buy More In-store, By
Demographics, April 2013
Researching and Buying Technology Products - UK - June 2013

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