Consumer Segmentation: The Big CE Spenders

Consumer Segmentation: The Big CE Spenders segments the market for consumer electronics and analyzes the consumers that typically spend $1,000 or more each year on CE devices. It identifies their demographic characteristics, purchasing behaviors, and brand/retail store preferences. It also analyzes their role in the broader market for consumer electronics.

“A core group of 'Big Spenders' accounts for a substantial piece of the CE market. These consumers don’t necessarily purchase high-end models, but they purchase a lot of devices. Products that cater to their needs will have better odds of success in the market.” ? John Barrett, Director, Consumer Analytics, Parks Associates

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Consumer Segmentation: The Big CE Spenders

About the Research

Previous Research

Key Findings

Recommendations

CE Adoption & Purchase Trends

Consumer Electronics Adoption (2009 – 2013)

Audio Accessories or Miscellaneous Production Adoption (2010 – 2013)

% BB HHs Making a CE Purchase in 1H (2010 – 2013)

Consumer Electronics Device Purchases in 1H of the Year (2012 vs. 2013)

Average Selling Price of Computers & Mobile Devices (2008 – 2013)

Average Selling Price of Home Entertainment Devices (2008 – 2013)

Connected CE

Internet-Connectable Product Ownership (2009 – 2013)

% of Devices Connecting CE Devices to the Internet (2010 – 2013)

U.S. Households with Internet- Connected CE (2010 – 2013)

U.S. Households with TV-Internet Bridge by Age (Q1/13)

PC – to – TV Connection (2009 – 2013)

Connected CE: Google Chromecast

Google Chromecast Market Overview (Q3/13)

Demographic Profile of Google Chromecast Owners & Streaming Video Media Player Owners

Demographic Profile of Google Chromecast Owners (Q3/13)

Google Chromecast Use (Q3/13)

Devices Used with Google Chromecast (Q3/13)

Google Chromecast Owners: Annual Expenditure on Movies and TV Programs (Q3/13)

Pay-TV Service Subscription by Google Chromecast Ownership (Q3/13)

Google Chromecast Owners vs. Non-Owners: Connected CE Ownership (Q3/13)

Google Chromecast Owners vs. Non-Owners: OTT Service Subscription (Q3/13)

Google Chromecast Online Video Sources (Q3/13)

CE Purchases and Purchase Intention: Google Chromecast vs. Streaming Video Media Player (Q3/13)

Purchase Location: Google Chromecast vs. Streaming Video Media Player (Q3/13)

OTT Service Subscription by Device Ownership (Q3/13)

Device Usefulness: Google Chromecast vs. Streaming Video Media Player (Q3/13)

The Big CE Spenders

Annual Amount Spent on Electronics (Q3/13)

Annual Household Expenditures (Q3/13)

Electronics Ownership by Spending Level (Q3/13)

Difficulty in Giving up CE Devices (Q3/13)

% Buying Electronics in 1H 2013 by Spending Level (Q3/13)

Number of Devices Purchased by Spending Level (Q3/13)

Mean Total Amount Spent on CE by Spending Level (Q3/13)

Average Total Amount Spent on CE by Spending Level (Q3/13)

Expenditure by Spending Groups as % of all CE Expenditure (Q3/13)

Electronic Purchased in 1H 2013 (Q3/13)

Amount Spent on CE Devices: Small vs. Big CE Spenders

2013 Purchase Intent (Q3/13)

Amount Spent on Electronics by Age (Q3/13)

Amount Spent on Electronics by Income (Q3/13)

Amount Spent on Electronics by Education Level (Q3/13)

Annual Amount Spent on Electronics by Home Size (Q3/13)

Annual Amount Spent on Electronics by Number of Children in Home (Q3/13)

Big CE Spenders: General Drivers for Spending (Q3/13)

The Big CE Spenders: Brand and Store Preferences

Big & Small CE Spenders: Laptop Brand Purchased (Q3/13)

Big & Small CE Spenders: Tablet Brand Purchased (Q3/13)

Big & Small CE Spenders: TV Brand Purchased (Q3/13)

Big & Small CE Spenders: Smartphone Brand Purchased (Q3/13)

Big vs. Small CE Spenders: Location of Laptop Purchase (Q3/13)

Big vs. Small CE Spenders: Location of Tablet Purchase (Q3/13)

Big vs. Small CE Spenders: Location of TV Purchase (Q3/13)

Big vs. Small CE Spenders: Location of TV Purchase (Q3/13)

The Big CE Spenders: Important Purchase Factors

Big vs. Small CE Spenders: Laptop Purchase Factors (Q3/13)

Big vs. Small CE Spenders: Tablet Purchase Factors (Q3/13)

Big vs. Small CE Spenders: TV Purchase Factors (Q3/13)

Big vs. Small CE Spenders: Smartphone Purchase Factors (Q3/13)

Additional Research from Parks Associates

Publish Date: 3Q 2013

Slides: 82


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

Published by Parks Associates
© October 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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