Knowledge is power, so we’re giving it to you straight.
A presentation at KnowledgeFest on Tuesday by the Consumer Electronics Association (CEA) revealed that 32 percent of consumers prefer to shop for in-vehicle technology online AND 32 percent prefer to shop at a car stereo specialist.
But the study was performed in March 2010, and CEA director of research Steve Koenig told showgoers that by now, those preferring to shop online has surpassed those choosing to shop at a car stereo specialist.
By Q4 this year, online sales will account for 13 percent of consumer electronics sales, up from 12 percent a year earlier.
You can see on the chart that most consumers (63%) prefer to shop at general electronics stores like Best Buy. Next in line are mass merchants like Walmart (42%), followed by the “Automotive Electronics Store,” (which is a car stereo shop, said CEA) and online ecommerce.
Another take away from CEA’s presentation is that consumers believe salesmen are MORE knowledgeable at general electronics stores like Best Buy than at specialty stores.
One of the key messages at KnowledgeFest held in Dallas this week was to beef up your Internet presence, and promote a message of why your store is better than other shopping venues.