New research in the US from Pleon partner Brodeur Worldwide contains important insights for European companies marketing electronic products
A new survey commissioned by Pleon’s partner agency in the US has revealed how American consumers gather information and shop for electronic products, and provides invaluable insight for European companies marketing to a US audience. The survey of 2,500 American consumers, conducted for communications consultancy Brodeur Worldwide, puts Digital Cameras, DVD Recorders, HDTV, Digital Camcorders and Wireless routers/modems at the top of the list for planned product purchases in 2005. In the comprehensive study, participants were asked about their attitudes towards more than 80 brands, 35 consumer electronics manufacturers, 20 cable/satellite and wireless service providers, a dozen online service companies and more than 15 retailers, both traditional and online. The survey revealed that many consumers are confused by new technology.
In addition to providing insight into future spending habits, the survey also revealed where consumers go for reliable information on electronics products. Surprisingly, it found that more people referred to local newspapers than the Internet for information on consumer technology. However, when it came to responding to manufacturers’ advertising, print media was found less effective than the Internet. Another key finding was that consumers responded much better to adverts for technology products on Internet portals than on manufacturers’ or retailers’ own websites.
When using more traditional methods to browse or make a purchase, 70 percent of the consumers surveyed revealed that they would not hesitate to tell their friends if they had had a bad experience with a retailer. One reason consumers might have a bad experience is because, the research suggests, they are simply confused about new technology. To test this, Brodeur commissioned a consumer ‘Confusion Index’, measuring attitudes to 20 everyday uses of technology, as part of the survey. This put the average consumer confusion at .277 on a zero to one scale where one represents ‘extremely confused.’ The activities consumers found most confusing were adding memory to a digital camera and sending text messages from their mobile phones.
Nearly 50 percent of consumers who rated themselves as “extremely confused” said they had put off buying a new technology product by more than a year from the time they first considered it. While 20 percent of this group said they delayed their purchase because they were confused by it, 25 percent said they bought the product even though they were still confused. However, 30 percent of those who bought products even when still confused said that they got it to work by trial and error.
The majority of the most confused consumers, however, may be tiring of learning about new technologies on their own. 52 percent of the most confused said they would find professional in-home installation and training very helpful, indicating a strong market for manufacturers, retailers and service providers to offer after-sales help. Even a third of those who ranked themselves the “least confused” said they would find in-home installation and training very helpful.
“This research provides data into one of the biggest electronics markets in the world and provides remarkable insight for European clients that are marketing to the US,” said Gianni Catalfamo, Head of Pleon’s Technology Practice. “For example, establishing new communications techniques with the 30 percent of Americans who say that they learn how new technology works by ‘figuring it out themselves’ may provide marketers in Europe with a new way to convert sales and build brand loyalty in that market.”
The Brodeur/ Pleon Worldwide network has an established experience of almost ten years in working together on clients, and sharing account management procedures, staff training modules and business development activities. The network works for many American and European multinational companies across the world.
For further information about Brodeur’s 2005 Consumer Technology Survey, please email info(at)brodeur.com
About Pleon
Pleon (www.pleon.com) is an international consulting firm with European roots, which creates and implements strategies for private and public sector organisations around the world. With deep understanding of business, politics and communications, Pleon is uniquely placed to devise compelling solutions that deliver measurable and tangible results. Pleon is part of the Brodeur/Pleon Worldwide network and has a presence throughout the US, Asia Pacific and Latin America. Pleon represents the merger of Brodeur agencies in France, Italy, Germany, the Netherlands and UK with the ECC Group, including market leaders ECC KohtesKlewes in Germany and Belgium, and ECC Publico in Austria. Pleon and Brodeur (www.brodeur.com) are part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.
For more information, please contact:
Dr. Stephanie Altemoeller
Tel: +49-211-9541-2124
Fax: +49-211-9541-2200