Tech Under the Tree: New Study Shows 74% of Respondents Plan to Shop Online and In-Store for Tech This Holiday Season

Take heart, ye merchants of smartphones, laptops, iPads, and other tech devices. According to a just released report from digital commerce firm Purch, 74 percent of tech shoppers said they would shop both online and in-store for tech items this holiday. The report shows that 19 percent of people expect to shop exclusively online versus …   Read More

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Tech Under the Tree New Study Shows 74 Percent of Respondents Plan to Shop Online and In-Store for Tech This Holiday SeasonTake heart, ye merchants of smartphones, laptops, iPads, and other tech devices.

According to a just released report from digital commerce firm Purch, 74 percent of tech shoppers said they would shop both online and in-store for tech items this holiday.

The report shows that 19 percent of people expect to shop exclusively online versus 4 percent who say they will shop in-store. Amazon (61 percent) tops the list of online retailers, far outranking both Best Buy (45 percent) and direct from manufacturer (30 percent).

Purch’s “2014 Tech Buying Trends Research” report was compiled after it surveyed its U.S. audience of technology and science consumers and enthusiasts to better understand online and offline buying trends, intent, and behaviors.

“Purch’s 2014 Tech Buying Trends Research monitors key indicators for consumer tech, tracking consumer interest in hot product categories, top brands, and retail venues,” notes a report summary from researchers. “Waves of the research were conducted quarterly, and inquired about tech purchase consideration ‘in the next 6 months’. The most recent wave of the research, conducted in Q3 2014, queries a timeframe that includes the 2014 holiday shopping season.”

What else can purveyors of tech expect?

The top 10 tech brands appear to be Samsung (50 perent), Asus (40 percent), Microsoft (38 percent), Apple (28 percent), LG (28 percent), Sony (28 percent), Dell (25 percent), HP (25 percent), Lenovo (20 percent) and Toshiba (19 percent).

The tech gifts that could keep on giving? Laptops and tablets. Those items ranked number one and two, though smartphones ranked at the top as the holidays grow nearer.

“Interest in emerging categories such as smartwatches and wearable fitness devices is not showing a spike in interest in Q3 with the Holiday Season approaching,” the summary concluded. “Over the full survey period, consideration of smartwatches is at 9 percent and wearable fitness devices is at 8 percent.”

When asked what sources consumers consult to inform purchasing decisions, survey respondents indicated they rely on ‘Product Reviews’ (86 percent) and ‘News or Articles by Experts’ (74 percent) followed by ‘Info Provided by the Brand or Company’ (45 percent). Social media (18 percent) and Advertising (12 percent) were among the last resort sources of information.

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