One Third of Consumers Used Physical Retailer's Multiple Channels to Prepare for Most Recent CE Purchase, According to CEA Study

Online channels are most commonly used to compare prices (89 percent), view product reviews (89 percent) and compare features (84 percent).

Arlington, Va., October 17, 2013 - One-third (38 percent) of consumers have used two or more retail channels as they prepared for their most recent consumer electronics (CE) purchase with retailers that have a physical store, according to the latest study released today by the Consumer Electronics Association (CEA)®. CEA's Multi-Channel Alignment for CE Retailers with Physical Stores explores CE retail channel usage and shopping behavior among consumers who purchase CE from physical retailers (retailers that have a brick-and-mortar store, and may also offer online and mobile channels).

Among consumers who shop with physical retailers, a standard online website (58 percent) is the preferred channel for browsing and researching CE products (versus 38 percent who prefer physical stores and four percent who prefer dedicated mobile channels). When it comes to making the actual purchase, a brick-and-mortar store (69 percent) is still the preferred channel (compared to 28 percent for the standard website and four percent for the dedicated mobile channels).

Storefronts are most frequently used for product examination (86 percent), making purchases (84 percent) and returns (86 percent) among consumers who purchase with physical retailers. Online channels are most commonly used to compare prices (89 percent), view product reviews (89 percent) and compare features (84 percent).

More than four in 10 (45 percent) consumers who shop with physical retailers use their mobile devices to help them shop inside the retailer's actual store. Mobile devices are used most frequently in stores to look up product information (54 percent), price compare with other competing online retailers (46 percent), price compare with the same retailer's online prices (42 percent) and price compare with other competing physical retailers (42 percent).

"It is imperative that physical CE retailers have a well-defined multi-channel strategy," said Rhonda Daniel, senior manager, market research, CEA. "Threats, including showrooming, remain for brick-and-mortar stores. Creating seamless and fluid relationships across channels will allow physical retailers to play an integral and uninterrupted role along the entire path to purchase."

For insights into multi-channel 2013 holiday shopping patterns and marketing implications, read "Tis the Season for Multi-channel Marketing" on CEA's blog.

Multi-Channel Alignment for CE Retailers with Physical Stores was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA). The complete study is available free to CEA member companies at Non-members may purchase the study for $999 at the CEA store.

About CEA:

The Consumer Electronics Association (CEA) is the technology trade association representing the $203 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES - The Global Stage for Innovation. All profits from CES are reinvested into CEA's industry services. Find CEA online at, and through social media.

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