NEW YORK, Jun 21, 2010 (BUSINESS WIRE) --Electronics purchases are top of mind for consumers this year, according to About.com's April 2010 Consumer Electronics Study. Findings also revealed that consumers are being smarter about their electronics purchases with nearly 65 percent planning to spend more time researching online before buying.

After researching key areas of consumer behaviors including how consumers shop for electronics (e.g., computers, wireless phones, TVs, DVD players, cameras, music players, video games and E-book readers), what advertisements they find most appealing and what types of electronic products they plan to purchase this year, the analysis revealed:

When Consumers Shop for Electronics Products:

• Nearly 70 percent of the respondents said they usually wait a few months to purchase electronics to ensure the product is worth the money and functions properly.
  -- While consumers are price conscious, they are also willing to pay more for brands that are perceived to have higher quality, durability and life span.
• 60 percent of respondents said they feel well-established brands have higher quality and will therefore last longer and perform better.

How Consumers View Electronics Advertisements:

• 58 percent of the respondents said that they do more research and comparison shopping online after seeing an advertisement that interest them.
• 54 percent of the respondents said they would be most receptive to electronic advertisements that informed them about new products and features.
• 47 percent said they are more receptive to ads that compare features of different products.
  -- Younger adults between the ages of 18-34 are more receptive to electronic advertisements that inform them about new products/features.
  -- Consumers 35 and higher are more receptive to comparative ads.
  

Electronic Products That Consumers Plan to Purchase This Year:

• 73 percent of respondents said they plan to purchase computers, laptops and wireless phones.
• 60 percent said they plan on buying televisions.
• 40 percent said they plan on spending more on computers and laptops.

Overall, the study showed that after delaying purchases in 2009, consumers are re-entering the electronics market but as smarter shoppers. Consumers are ensuring the products are worth purchasing, rather than impulse buying. Advertisements that are informative about new electronic products and that compare features are also more appealing to buyers, which will activate consumers to do more research and comparison shop.

"The study revealed that need-driven users returning to the electronics market seem activated by ads to do more electronics research," said Evan Minskoff, vice president, marketing, the About Group. "They're also driven to interact with brands by ads that both inform them about key features and ease the comparison shopping process. One implication is that comprehensive, informational, rich media ads that highlight priority features and their benefits could increase users' brand interactions."

For a copy of the full About.com 2010 Consumer Electronics Study, please contact Erica McDonald at emcdonald@about.com or 212-204-1724.

About the About Group

The About Group comprises the Web sites About.com, ConsumerSearch.com, UCompareHealthCare.com and CalorieCount.com. About.com is one of the Web's leading producers of original content. The site's expert Guides provide users with accurate and unbiased information to help them live happier, healthier and more successful lives. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchase based on their findings.

UCompareHealthCare.com provides dynamic interactive tools that enable users to measure the quality of healthcare services. CalorieCount.com offers weight management tools, social support and nutritional information to help users achieve their diet goals.

The About Group is part of The New York Times Company, a leading media company with 2009 revenues of $2.4 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers and more than 50 Web sites, including NYTimes.com, Boston.com and About.com. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.

SOURCE: The New York Times Company

Erica McDonald, 212-204-1724;
emcdonald@about.com
This press release can be downloaded from www.nytco.com