First-of-its-kind survey throws up interesting consumer behavior Dubai, September 29, 2013: In a first-of-its-kind project from a consumer electronics retailer, PLUG INS has announced the results of its nation-wide CE survey that has revealed interesting consumer trends. The survey which was conducted through multiple channels including online and across its eight stores gathered responses from 1,172 participants across 96 nationalities over a period of 30 days (August 15 – September 14). The survey looked at four key CE categories: Smartphones, TV's, Laptops/Tablets and Cameras and asked some pertaining questions including what drives the need for new technology in the UAE, how are global trends affecting local purchasing habits and how can the industry do better? “The industry lacks customer-rich trends and inspired us to create and conduct a survey that would record the pulse of consumer needs and purchasing habits in the country,” said Sean Connor, General Manager of PLUG INS. “We plan to run this survey twice a year and make the data available to the industry and consumers alike.” Key findings from the survey are summarized below: - Dates: August 15 – 14 September, 2013
- Nationalities: 96
- Number of respondents: 1172
- Channels: In-store and online
- Product categories covered: Smartphones, TV's, Laptops/Tablets and Cameras
How do people shop? - 51.4% of our respondents believe their purchase decisions are affected by online review/research as compared to only 22.4% who suggest their purchases were affected by print media
- 59.2% of those surveyed said that they are influenced by in-store communication prior to purchase
- On average customers spend AED 3,000 for CE purchases
Smartphones - Smartphones appear strongly in both categories – recent past purchase (56.7%) as well as planned future purchase (72.6%)
- Samsung and Apple currently dominate the smartphone market. In currently owned brands, Samsung (37.1%) is higher than Apple (24.5%) by 12.6% Blackberry stands at 19.5%
- While choosing a smartphone, Brand considered most important factor with 62.1% followed by Features with 56% and Price with 45.7%
Television - Currently 51.4% of the respondents said they own a panel size between 32-39” followed by 40-42” at 33.6%
- 50” is the fastest growing panel size – Current ownership is 3.9%; Planned purchase is 19.4%
- Top two reasons for buying a new TV are – Resolution (63%) and Device Compatibility (50.5%)
Laptops/Tablets - When buying a laptop/tablet respondents are influenced by the Brand (82.6%), followed by App availability (54.2%)
- Survey respondents said the primary use of a laptop/tablet is Browsing (39.8%) followed by Work (23.8%) and Education (18.7%)
- Tablets are the future. Currently owned – Tablets (66.9%) and Laptops (91.7%) and Planned purchase – Tablets (70.1%) and Laptops (65.2%)
Cameras - Current ownership – DSLR (42.9%) and Point-and-Shoot (40.8%); Planned purchase – DSLR (72.6%) and Point-and-Shoot (12.2%)
- Camcorder – Current ownership (16.3%); Planned purchase (15.2%)
- Factors driving purchasing decision – Features (52%), Brand (16.5%), Deals/Offers (16.3%), Recommendation from friends (7.8%)
“We believe conducting this survey bi-annually will keep the data we collect relevant and current throughout the year. PLUG INS plans to incorporate the key findings of this survey into the way we look at our commercial functions – including buying the right products, training our staff and the visual look and feel of our stores,” added Sean. PLUG INS represents over 350 leading brands in the UAE through an established network of eight stores located in popular shopping destinations including Dubai Festival City Mall, The Dubai Mall, Al-Ghurair Centre, Mall of the Emirates, Deira City Centre, two stores in Marina Mall, Abu Dhabi and the Connect store in Al Wahda Mall in Abu Dhabi.
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