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Consumers Journey to Purchase - Audio

The audio category is constantly evolving with new features and products constantly entering the market, including high-resolution products. Given the growing array of products, we find some consumers are more passionate about audio than others i.e., ‘audiophiles’ and ‘music enthusiasts’. This study provides insight into the opportunity at retail among key consumer groups by examining how consumers shop for audio products, what drives them to purchase in one channel over another, and the role salespeople, family/friends/coworkers, reviews and packaging play in their purchase decision. In addition, the study explores consumer perceptions of the different shopping options including brick-and-mortar, online and mobile channels.

Specifically, the objectives are to:

  • Identify the purchase drivers for audio technology both in-store and online
  • Understand the role connectivity plays in the audio tech market
  • Profile the customer for high resolution audio and what they are looking for in audio technology

This report is a must read for anyone seeking a better understanding consumer retail behavior for consumer electronics in general and the audio category in particular, including retailers, manufacturers and marketing professionals.