Advertising etc is fine, but word-of-mouth most vital for consumer electronics sales in Asia: Text100 study

27 Nov,2013

By A Correspondent


Two in every three Asia-Pacific shoppers has already done extensive research and decided which brand of consumer electronics product they will buy before they approach a point-of-sale – regardless of whether it’s online or offline, according toText100’s Digital Index: APAC Consumer Electronics Study.


Based on more than 2,000 respondents in seven countries, the study specifically looked at three subsectors in the consumer electronics segment: smart devices and new technology; games, software and apps; and traditional electronics and home appliances.The study found that 68 per cent of Asia-Pacific consumers are likely to do all of their research on which product they want to purchase before heading to buy it.


Word-of-mouth remains the most influential source of information for consumers throughout the region – being referenced by one in two potential buyers of smart devices and wearable technologies – along with digital “equivalents” like online reviews and forums. However, retail outlets and the media retain significant sway over decisions at all stages of the buying process: both visits to bricks-and-mortar stores and traditional media sources were consulted by more than 40% of shoppers as they set out to buy traditional electronics and home appliances.


Purchase price, product specifications, and peer reviews ranked as the most sought-after information types across all product subsectors and stages of the buying journey, with almost 3 in every 4 consumers seeking out pricing information when they were intending to buy.


“Asia-Pacific consumers have now truly taken control over the decision-making process, dictating what information they expect from brands as well as where, and when they want it,” said Anne Costello, Text100’s Regional Director – Asia-Pacific.  “At the core, we’re still after the same things: price, facts, and validation from our peers that we’re making the right decision.


“But the age-old ways of getting this information, like word-of-mouth, have been dramatically remediated into a whole range of new channels, from social media sharing to blogs and self-declared experts both online and on the retail High Street. Building awareness of product is critical for today’s brands and they can only do so by mapping out an integrated, omni-channel communications strategy that’s consistent, credible, and relevant in the content that it offers.”


The study also revealed several telling differences across different Asia-Pacific locations, including:


> Despite relatively low Internet penetration, 1 in every 2 consumers in Indiarely on online word-of-mouth (including social media sharing and peer reviews) when researching smart devices and wearable technology;
> Singaporean and Hong Kong consumers are the most price-sensitive;
>9 in 10 Chinese shoppers expect to buy smart devices in the next 12 months;
> In 40 per cent of Australian households, the husband or male partner assumes a major stake in deciding what to buy;
> Malaysian consumersfeel compelled to give more reasons for purchases than those anywhere else in Asia-Pacific; and
> Taiwanese consumers are as likely to buy second-hand goods as brand new ones, across all types of consumer electronics.

To download a copy of the study’s findings, please click here.


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