The Role of Retail Stores

The Role of Retail Stores examines consumer use of the retail channel when researching and buying CE and mobile devices. It analyzes online shopping habits, including the disparity between intent to purchase online and actual behavior, and the differences in online vs. in-person retail shopping. The Market Focus also presents the advantages retail stores have over their online counterparts.

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The Role of Retail Stores

Previous Research

Key Findings

Recommendations

Overview of the Retail Channel

Annual CE Product Purchase Location (Q1/13)

Online Purchases: Computers & Mobile Devices (2008-2012)

Online Purchases: Home Entertainment Devices (2008-2012)

Retail Purchases by Store (Q1/13)

Online Sources That Online CE Buyers Purchased from (Q1/13) (

Online Purchases During 2012 Holiday Season: Planned vs. Actual (Q1/13) 

Online vs. In-Store Purchasing

1H 2013 CE Purchases (Q2/13)

2013 Consumer Electronics In-Store Purchases  (Q2/13)

2013 Consumer Electronics Online Purchases (Q2/13)

2013 CE Purchases by Location (Q2/13)

In-Store/Online Buying Groups (Q2/13)

Demographic Comparison of 2013 CE Buyers by Purchase Location (Q2/13)

% of In-Store/Online Buying by Group (Q2/13)

Top 5 Stores/Websites by Buyer Group (Q2/13)

Breakdown of Buying Groups by Store/Website (Q2/13)

Purchase Location Compared to 2 Years Ago (Q2/13)

Likelihood of Buying In-Store/Online by Group (Q2/13)

Likelihood of Buying In-Store/Online by Store/Website (Q2/13)

The Shopping Process

Offline Shopping Behaviors when Buying Online (Q2/13)

Offline Shopping Behaviors when Buying Online by Group (Q2/13)

Offline Shopping Behaviors when Buying Online by Website (Q2/13)

% of Buyers Examining Products in Stores (Q1/13)

Online Shopping Behaviors when Buying In-Store (Q2/13)

Online Shopping Behaviors when Buying In-Store by Group (Q2/13)

Online Shopping Behaviors when Buying In-Store by Retail Store (Q2/13)

Online/In-Store Purchase Decision Factors (Q2/13)

Online/In-Store Purchase Decision Factors Continued (Q2/13)

Online/In-Store Decision Factors by Group (Q2/13)

Rating the Online vs. In-Store Experience

Comparison of Retail/Online Channels (Q2/13)

Comparison of In-Store/Online Channels by Group (Q2/13)

Overall Shopping Experience: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Extended Warranties & Support: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Return Policies: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Product Comparison: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Product Info: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Price: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Price Comparison: Comparison of Retail Store/Online Channels by Store/Website (Q2/13)

Important Factors for Retail Stores to Have (Q2/13)

Retail Store Engagement

Reasons for Visiting a Consumer Electronics Retail Store in Past 30 Days (Q2/13)

Reasons for Visiting CE Retail Store in Past 30 Days by Group (Q2/13)

Store Visit to Research CE In Advance of Purchase by Store/Website (Q2/13)

Store Visit to Compare CE Prices In Advance of Purchase by Store/Website (Q2/13)

Services Likely to Encourage In-Store Purchases (Q2/13)

Services Likely to Encourage In-Store Purchases by Group (Q3/11)

Services Likely to Encourage In-Store Purchases by Store/Website (Q3/11)

Publish Date: 2Q 2013

Slides: 73


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Director

Published by Parks Associates
© July 2013 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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