From computers to mobile phones to game consoles, the Internet proves to be the most important source for researching consumer electronics information, according to a survey conducted by Synovate on behalf of Microsoft Advertising.
The study investigated how people plan their consumer electronic purchases, and the role of online media in the process. Nearly 10,000 respondents completed an online self-completion survey between August and October 2007.
Respondents were recruited from MSN sites, Hotmail, Windows Live Messenger and Windows Live Spaces across ten markets in Asia Pacific: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan and Thailand.
The Internet delivers convenience and ease of comparison
The study confirms that the Internet is the most indispensable source when looking for consumer electronics information. The majority of respondents (86%) use the Internet when researching consumer electronics, far ahead of the second-place sources: newspapers (37%) and friends/relatives/colleagues (37%).
More importantly, over half (57%) of the respondents regard the Internet as the most important source. Friends/relatives/colleagues rank a distant second at just 10%.
Why is the Internet used over other sources? Primarily for its convenience, as indicated by 68% of respondents noting "I can do it at any time I want". Ease of comparison is also cited as another key advantage of the Internet.
People also use online media to research consumer electronics information to avoid both pressure from sales people in stores and crowds at stores/shopping malls.
Portals are trusted as objective resources
For those who use the Internet to look for consumer electronics information, manufacturers’ Web sites (57%) and portals (55%) are the top two online resources used. Portals are widely used probably for their objectivity and wider range of information. Product review Web sites rank third (41%).
In addition to the online resources shown in the above chart, online communication tools also play a role in influencing purchase decisions of electronics or technology products. A total of 39% of respondents often discuss these products with friends/family using instant messenger, and 36% use email.
Reaching purchase decision makers via MSN/Windows Live
MSN/Windows Live helps advertisers connect to household decision makers on consumer electronics. Nearly nine in ten of our audience has decision making power on consumer electronics for the family.
