Household appliances

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the household appliances sector

  • Of those that shop from an out of country online retailer,  only 17% said they would be likely to purchase household appliances – this was one of the least likely categories for respondents to shop outside their borders.  Countries in which shoppers were more likely to consider this included China (25%), India (33%), and Poland and Russia (26% each).
  • 50% of household appliance shoppers preferred to do their research online, mostly via computer, while 35% liked to do it in store.
  • When it came to making their purchase, 59% said they purchased in store, and just 29% online. 
  • Only 7% of buyers in this category did not do any research before purchasing.
  • 58% of shoppers in this category had made at least some purchases online in the last year; at the top of the list were India shoppers (68%), along with Middle East and Turkey (63% each) and China with 62%.  
  • 34% of the global sample had not purchased online in this category in the last 12 months. South Africa shoppers and Australia shoppers were least likely to have.

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Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728
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Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71
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