BUSINESS - Consumers Willing to Pay for Convenience of Bundled Electronics Accessories

CEA Study Looks at Consumer Purchasing Decisions for Accessory Products

ARLINGTON, Va. USA -- (BUSINESS WIRE)

Tuesday February 22, 2011

A study by the Consumer Electronics Association (CEA), Consumer Perceptions and Expectations of CE Accessories, shows more than half of consumers prefer to have important accessories bundled “in the box” with their CE devices, and 53 percent are willing to pay more for that convenience.

“Bundling accessories with CE devices provides consumers with not only convenience, but also peace of mind that the accessory will work without a hassle,” said Chris Ely, manager of industry relations at CEA.

Most consumers expect accessories related to power, connectivity, device control and protection to be “in the box,” and brand consistency is important for consumers when purchasing accessories, particularly for devices that lack interchangeability, such as cameras, cell phones and video game consoles.

According to the study, CE device manufacturers should offer bundles for consumers that incorporate their most desired accessories. For TVs, computers and video game consoles, for example, consumers desire accessories that provide control or connectivity. For portable CE devices like cameras, phones and MP3 players, consumers value bundles that include devices to provide power or protection.

Most consumers (66 percent) purchase accessories at a physical retail store where retail staff can provide assistance. Once a consumer decides to purchase an accessory, retail sales staff have the biggest impact on the purchasing decision at a physical store. For online purchases, product reviews have the biggest impact on purchase decisions.

“Regardless of whether accessories are purchased at a physical retail store or online, consumers look for help in researching what accessories to buy,” said Ely. “Word of mouth, online search engines and online reviews are the most important sources of information.”