The majority of consumer electronics (CE) buyers, 71%, only consider one brand when shopping, according to new consumer research from Parks Associates. In some categories the numbers are even more overwhelmingly in favor of consumers only considering a single brand. For tablets, smartphones, and gaming consoles 75%-80% of device buyers do not consider other brands when shopping, according to the research.
"Building brand mindshare early is critical so that consumers associate your brand with a category of products," said Parks Associates Research Director Barbara Kraus in a press release. "Consumers generally begin the purchase process with preconceived notions that have an enormous impact on the final purchase decision. CE manufacturers need to establish their brand early with an emerging product category so that consumers equate a product with that brand when they plan to make a purchase."
From the article "Most Consumer Electronics Buyers Consider Only One Brand" by Daniel B. Kline.
In fact, since 2013, the percentage of broadband households in the nation using only antennas to watch linear TV has jumped from 9 percent to 15 percent, according to data released this month by Parks...
In the short term, consumers are more than happy to keep paying for multiple services. According to a report published by Parks Associates in June 2021, 46 percent of US homes with broadband-level Int...
According to a recent report from research firm Parks Associates, services that stream television channels via the internet — known as virtual multichannel video programming distributors (vMVPDs) — ha...
According to recent Parks Associates’ research, more than one-third of U.S. broadband households are cord-cutters who previously subscribed to traditional pay TV. That comes out to more than 38 millio...