2018消费电子购物趋势（英文版）.pdf

Omnishopping in the Connected World
Consumer Electronics Category Analysis
Executive Summary
Consumer Electronics (CE) is a category where the term “omnishopping” strongly applies. With a diverse
array of products that enhance entertainment and productivity for home and work lives – everything from
micro chargers to refrigerators – shoppers in this category make informed decisions about the purchase
across channels and devices. Shoppers often go online to research, but then want to experience a
complex product like a 4k UHD TV in a store. Mobile phones are both a defining product in the category,
and the device that people increasingly use to buy products. Electronics stores are becoming more like
showrooms that encourage shoppers to purchase online, and also convenience centers for those who
choose to buy online and want ease of pick-up.
To better understand the influences on and behaviors related to shopping in Consumer Electronics,
Criteo conducted a US survey of 2,500 buyers in key product categories: The Shopper Story. The survey
focused on omnishoppers: people who research online but sometimes buy in-store but also do the
reverse: see something in-store that they buy online. These people spend on average 22% more online
than single-channel shoppers and 3% more in stores. The CE respondents had spent a minimum of $200
in the past three months. Criteo also analyzed data from its Sponsored Products network of leading US
sites that sell electronics (Walmart, Best Buy, Target, Newegg) to uncover patterns in how people shop,
and which products in CE they search.
FAST FACTS
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