ICC/Decision Services Reveals Findings on Electronics Purchase Habits as Holiday Season Approaches

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As retailers are set to approach Black Friday and subsequent holiday shopping, ICC/Decision Services is releasing the results of an insightful study on consumers’ decisions regarding electronics.

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This is the most important time of the year for retailers, and particularly those stores offering electronics.

ICC/Decision Services, a top customer experience management company, is pleased to release the results of a comprehensive and broad-reaching survey regarding the purchase of electronics. The results of the study are pertinent as retailers are preparing for Black Friday, Cyber Monday and the start of the holiday shopping season. The survey is a way for retailers to glean not only what the most popular stores and online retailers are for the purchase of electronics, but also to determine how consumers go about researching these items and the methods they use during the purchasing process.

“This is the most important time of the year for retailers, and particularly those stores offering electronics,” said Nannette Brown, VP of Operations at ICC/Decision Services. “Retailers are really pushing forward to capture a broader customer base, and our survey is a viable way to improve holiday sales on electronics this year, simply by understanding the driving forces behind the consumers’ decisions.”

Electronics remain pivotal in the holiday shopping season, and many consumers opt to purchase these items as gifts, or at the deeply discounted prices often seen during this time of year. The study covered a wide range of products classified as electronics, including televisions, stereo equipment and music, but it did not include cellphones.

The survey conducted by ICC/Decision Services was extremely diverse, and incorporates the responses of 2,400 participants, ranging in age from 18-65. In addition to males and females of varying ages, the survey also took into account the income information of respondents, in order to more effectively highlight purchasing decisions, with regard to this key factor.

The results of the study, particularly store preferences, varied significantly based primarily on the age of the respondent, and his or her income.

“This information is extremely relevant to retailers, and is something they should be paying close attention to, as the marketplace for purchasing electronics becomes an increasingly more competitive landscape,” said Eric Baer, Senior Research Analyst of ICC/Decision Services. “It’s not just an issue of price or convenience at play—there’s also an important dynamic between brick and mortar stores and online retailers that is vital to understanding what drives consumers. Brick and mortar retailers still have a tremendous opportunity to capture those showroom sales in-store, based on our findings.”

ICC/Decision Services is planning to release an in-depth report of the survey results, including the names of top retailers, as well as the regional breakdown of the results. For more information, visit their website at http://www.iccds.com.

About ICC/Decision Services

Based in New York City, ICC/Decision Services is a privately-held company that services the needs of global companies, including CVS, Wal-Mart and Coach. With 34 years in the industry, ICC/Decision Services is the preeminent provider of Mystery Shopper, Customer Survey and Compliance Auditing programs.

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Kevin Leifer
ICC / Decision Services
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