Most Consumers Use Web To Research Accessories, but Only 7% Click To Buy, Says CEA

Sixty-two percent of U.S. consumers and 77 percent of millennials go online via computer or mobile device to research tech accessories before deciding which to buy, said a CEA retail accessories report. Despite the online research, fewer consumers -- 30 percent via computer and 7 percent on mobile devices -- are making their final purchases online, said CEA. Consumers' top reasons for shopping online via a computer or mobile device are price, convenience and ease of browsing, but only 7 percent use "click to purchase" via mobile, it said. “Consumers want to ask questions and get demonstrations during the purchasing process," said Steve Koenig, CEA senior director, market research. Online retailers and manufacturers need to look for "innovative ways to accommodate this dynamic,” said Koenig. Features including live chats, short video demos or online tutorials can help retailers increase the likelihood of winning the sale, he said. Revenue for the accessory category (excluding headphones) will reach roughly $9.6 billion this year, up 4 percent from last year, said CEA. Unit and revenue growth for smartphone cases, chargers and portable chargers are expected to see double-digit growth in 2015, it said. Accessories make up 5 percent of consumer tech industry revenue, said CEA.