Hey There Big Spender
While digging into the results of Parks Associates latest survey, The Changing Consumer Electronics Purchase Process, I discovered some interesting data points I wanted to share. The survey analyzed purchasing decisions as well as the amount spent. To nobody's surprise, we found the overwhelming majority of all respondents[1] (86%) had purchased a consumer electronics product with the past 12 months—nearly two thirds had purchased two or more. The total amount spent by broadband HHs on CE products was impressive. Over-one half of all HHs surveyed had spent more than $500—one-quarter had spent more than $2,000.
Once you factor the amount spent against the number of spenders (within each category) an interesting pattern emerges. Approximately 75% of all expenditure is accounted for by just 25% of the respondents (see figure). The market for consumer electronics products, it would seem, is thus concentrated among a handful of households. The "long tail" concept applies to DVD players as well as DVDs. Interesting indeed...
Once you factor the amount spent against the number of spenders (within each category) an interesting pattern emerges. Approximately 75% of all expenditure is accounted for by just 25% of the respondents (see figure). The market for consumer electronics products, it would seem, is thus concentrated among a handful of households. The "long tail" concept applies to DVD players as well as DVDs. Interesting indeed...
Labels: consumer electronics, consumer survey, expenditure, long tail, purchase process
0 Comments:
Post a Comment
<< Home