2018消费电子购物趋势（英文版）

Omnishopping in the Connected WorldConsumer Electronics Category Analysis2.Executive SummaryConsumer Electronics (CE) is a category where the term “omnishopping” strongly applies. With a diverse array of products that enhance entertainment and productivity for home and work lives – everything from micro chargers to refrigerators – shoppers in this category make informed decisions about the purchase across channels and devices. Shoppers often go online to research, but then want to experience a complex product like a 4k UHD TV in a store. Mobile phones are both a defining product in the category, and the device that people increasingly use to buy products. Electronics stores are becoming more like showrooms that encourage shoppers to purchase online, and also convenience centers for those who choose to buy online and want ease of pick-up.To better understand the influences on and behaviors related to shopping in Consumer Electronics, Criteo conducted a US survey of 2,500 buyers in key product categories: The Shopper Story. The survey focused on omnishoppers: people who research online but sometimes buy in-store but also do the reverse: see something in-store that they buy online. These people spend on average 22% more online than single-channel shoppers and 3% more in stores. The CE respondents had spent a minimum of $200 in the past three months. Criteo also analyzed data from its Sponsored Products network of leading US sites that sell electronics (Walmart, Best Buy, Target, Newegg) to uncover patterns in how people shop, and which products in CE they search.$25151%Free return shipping is as important as discounts for determining where to purchase online.People buy expensive CE products from their phones: one week before ChristmasCE carts converted on mobile.FAST FACTSPeak holiday average unit price on November 11, a week earlier than last year.of Consumer Electronics buyers do NOT buy from the first website they visit.3.SECTION 1 Category Trends:Embracing the NewHere are a few of the CE trends Criteo sees emerging from product searches and the market overall: • The leap into VR continued this holiday due in part to the release of more affordable headsets from companies like Samsung and Occulus as well as to the increasing amount of content available. • In smartphones, Samsung and Apple both have new releases and it’s a battle for whose camera has more megapixels and what is being called the “zero edge screen“. • 8K has been introduced, but the upgrade cycle in TVs is around 4K, with many models well below $500. • Microbooks and combo tablets like the Microsoft Surface Pro will become more the norm. • With the rise in Natural Language Processing and artificial intelligence, who needs Cinderella when you can command everything from TVs to Hoovers to refrigerators with voice activation? Frustrating remotes may end up in the trash as smart devices like the Chromecast, the Fire Stick and Apple TV make finding your favorite stream just an ask awa