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Consumers Journey to Purchase - Wireless

The wireless category is constantly evolving with new features and the demand for these is also on the rise. Smartphones for instance is in the top three consumer technologies during 2015 Black Friday week. This study provides insight into the opportunity at retail among key consumer groups by examining how consumers shop for wireless 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 wireless devices both in-store and online 
  • Understand the features that consumers are looking for in their wireless devices
  • Clarify the differences among those shopping for tablets vs. those shopping for smartphones

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