Download the 4-page summary of the research and a slide-deck of the findings available in PowerPoint or PDF format.
Buyers have six demands they review when purchasing electrical goods, according to research from NewsMediaWorks.
These core needs are:
- Inspiration – what I’m really looking for
- Price – the best deal
- Specifications – how rival models and brands match up
- Reviews – what do media experts think
- Recommendations – from family, friends and media writers
- Where to buy – purchasing information
Prospective buyers use a wide range of media to help find the right product, according to the research conducted by ResearchNow on behalf of the industry body.
Catalogues and News Media play an important role in providing information relating to all six consumer needs. Comparison websites also perform strongly across the spread of these demands.
The research finds Paid Search plays a small role in an average buyer’s search compared with the use of organic search, which dominates initial information gathering efforts. Social media, too, has little impact compared with traditional media channels.
The greatest paid source of information on the core needs of a prospective buyer is Catalogues, followed by News Media (print and digital). However, the influence of these traditional channels fluctuates depending on the buying stage.
Late in the sales cycle, significant influence is wielded by retailer websites and in-store visits to inspect goods. The in-store experience plays a bigger role in determining choice than other channels including organic search, comparison websites and catalogues or news media at this final stage.