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.

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

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