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 am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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