Who Buys TVs and Computers Online?

In honor of Cyber Monday I’m continuing my examination of online shopping.

In my previous post, I showed that U.S. consumers are more satisfied with their experiences of buying computers and TVs in a store than they are when buyimg them online. But who buys these electronics online? To answer that question, I examined the online purchases by age group. As you can see in the chart below:

  • Online is an important channel across all age groups, ranging from 20% of TV purchases by 18 to 24-year-olds to 47% of computer purchases by 25 to 34-year-olds
  • Online is a more important channel for computers than for TVs across all age groups
  • 30-year-olds are the “sweet spot” for online computer purchases while 40-year-olds are the “sweet spot” for online TV purchases

The bottom line: Cyber Monday should be a big day for electronics

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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