Your CE Buyer

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Your CE Buyer
Sean Wargo Director, Industry Analysis Consumer
Electronics Association
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First An Update

• Hows Things in CE?

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CE Industry Growth
10.7
10.7
7.1
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2004 Fastest Growing Products(Based on Shipment
Revenues)

• Blank DVD Media 211.7
• LCD TV 204.5
• Digital Video Recorders 203.9
• Portable MP3 Players 184.0
• SDARS Tuners and Accessories 145.1
• 5.8Mhz Cordless Phones 144.8
• Flash Media 127.6
• Plasma TV 58.4
• Digital Direct-view and RPTV 40.2
• Mobile Video and Navigation 34.8

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AV Quarterly Trends
Units 3.0 Dollars 9.2
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Audio Quarterly Trends
Units 4.1 Dollars 14.1
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Video Quarterly Trends
Units 1.7 Dollars 7.4
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Overall A/V AWP Trends
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Audio AWP Trends
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Video AWP Trends
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On to the Show

• Setting the Stage

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Survey Method

• Random National Sample
• 1,042 U.S. Adults
• Fielded 1/21/05 to 1/24/05
• Margin of error /- 3.1
• Results segmented by K-means
• All results weighted to population

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The CE Retail Environment

• Total Retail 3.58 trillion
• Online Spending 71.6 billion (2)
• Total CE Spending 135.6 billion
• Online CE Spending 16.3 billion (12)

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What People Buy Online
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The Relative Experience
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Why Online?
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Why Not Online?
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Introducing

• The CE Buyers

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In-Depth Interviews

• 10 Live Interviews
• Variety of Demographics
• Conducted at Local Area Mall
• Video-taped

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Guess Who?
(D)
(A)
(E)
(B)
(C)
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Introducing Ted

• The Tech Savvy CE Buyer

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Teds Profile
Shopping Preferences
Demographics

• Love Online
• Need Convenience/ Accuracy
• In-Stock Important
• Dont Like Lines
• Sales DK Jack
• Learn Online Instead

• White Collar
• Employed
• Teenagers At Home
• Urban
• Male
• Youngest on Avg.
• Well-Educated

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Introducing Bill

• The Next Wave Online CE Buyer

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Bills Profile
Shopping Preferences
Demographics

• Like Product, Dislike Shopping Experience
• Like Hands On
• Dont Like to Ship
• No Security Concerns
• Learn in the Store
• Want to Go Online

• Middle Income
• High Proportion AA
• More Retired
• Renters
• Few Children

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Introducing Sarah

• The Traditional CE Buyer

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Sarahs Profile
Shopping Preferences
Demographics

• Reluctant Surfer
• Love Store Shopping
• Need Hands On
• Dont Like to Ship
• Security Concerns
• Consult Many Sources
• Big Word of Mouth

• Home-maker
• Kids at Home
• Avg. HHD Income
• Home Owner
• Female

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Introducing Sam and Sue

• The Infrequent CE Buyers

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Sam/Sues Profile
Shopping Preferences
Demographics

• Unhappy CE Shoppers
• Very Little Online
• Pay to Ship?
• Security Concerns
• Little Research
• Some Store Learning

• Lowest Income
• Few Children
• Highest Avg. Age
• 50/50 Gender Split

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Whos the Larger Group?
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Whos Bought CE Online?
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Who Spends More on CE?
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Who Contributes Most?
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So What?

• Do You Know Who Your Customer Is?
• Do You Know Where Your Customer Is?
• Stay tuned for more

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Questions?
Please contact us for more information (703)
907-7083 or visit www.ce.org
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Other Things To Know