When it comes to advertisements and promotions, high-engagement social media users were also more likely (71 percent) than overall users (23 percent) to be influenced or strongly influenced by ads or promotions posted by a company on social media. Among all consumers who researched CE products on social media websites prior to their purchase, fewer than half (42 percent) searched for a coupon or discount on a social media website. However, more than half of high-engagement users (53 percent) searched for a coupon code or discount in social media prior to their purchase.
“CE manufacturers and retailers have an opportunity to reach interested consumers directly by growing their presence on social media sites,” said Chris Ely, manager of industry relations, CEA. “When it comes to consumer electronics purchases, most high-engagement users are likely to follow or "friend" a company due to special promotions, contests, entertainment or exclusive content.”
The study also found most comments and reviews posted about recent CE purchases on social media are positive. While only a fifth (22 percent) of overall social media users posted a comment and/or review on a social media website after their CE purchase, that number jumps to 51 percent among high-engagement users. Most social media users (83 percent) who posted a comment or review characterize their comments or reviews as positive or very positive. Of those who posted comments/reviews, most (72 percent) were posted on their personal page on a social media website, followed by the retailer’s website (37 percent) and a personal blog (26 percent).
The study, How Social Media Influences Purchase Decisions of Consumer Electronics and Accessories, was conducted in December 2011. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the study at the CEA Store.
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $195 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media: .
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CEA's Digital Answer Man Jim Barry visits media outlets annually, educating consumers on new products and trends. CEA members can add their products to the tour at no charge!