Purchase Report:
Consumer Tech

An in-depth look at actual behaviors surrounding online tech purchases

This report is a deep dive into relevant online activity associated with a qualifying tech purchase event on a comScore panelist PC. All data were recorded using comScore tracking software and the comScore census tag network.

Region
United States
Data Period
May - July 2015
Tech Purchases
3,000+

The Analysis Focuses on the Following
11 Device Types

  • Desktops
  • Laptops
  • Tablets
  • Phones
  • TVs
  • Cameras
  • Fitness Trackers
  • Smart Watches
  • Security Software
  • Storage Devices
  • PC Components

Top Brands Purchased

  • Apple
    23%
  • Samsung
    18%
  • HP
    4%
  • Dell
    4%
  • Fitbit
    3%
  • Western Digital
    3%
  • Toshiba
    3%
  • Asus
    3%
  • Seagate
    2%
  • LG
    2%
  • Nikon
    1%
  • Acer
    1%
  • Lenovo
    1%
  • HTC
    1%
  • MSI
    1%
  • Nokia
    1%

Top Sellers

By Spending
1
2
3
4
5
6
7
8
9
10
By Purchases
1
2
3
4
5
6
7
8
9
10

Number of Purchases
By Day of the Week

11%
Sun
14%
Mon
12%
Tue
14%
Wed
14%
Thu
14%
Fri
11%
Sat

the
Tech Purchase Journey

Advertisements

  • Half of ad impressions are delivered after the purchase
  • A lot of opportunity to reach underserved tech consumers

Advertisements
Ad Impression Timing

52% of all ad impressions are delivered after the purchase.

Before Purchase
After Purchase
15%
30+DAYS
19%
8-30DAYS
11%
1-7DAYS
5%
0DAYS
Purchase Day
11%
1-7DAYS
21%
8-30DAYS
19%
30+DAYS
Before purchase
After purchase

Advertisements
Ad exposure by category

In many instances, consumers were only minimally exposed to advertising for products in the category they were shopping

7%
Desktop
49%
Laptop
51%
Tablet
61%
Mobile Phone
6%
TV
42%
Digital Camera
24%
Storage Devices

Advertisements
Ad Impressions Timing and Category

Mobile phones and digital cameras have most ad impressions after the purchase

After Purchase
Before Purchase
56%
44%
Desktop
34%
66%
Laptop
47%
53%
Tablet
54%
46%
Mobile Phone
51%
49%
TV
64%
36%
Digital Camera
42%
58%
Fitness Tracker

Search activity

  • Search activity begins to heat up a month before purchase, and continues for about a month after
  • Searches on the web and on retail sites are important throughout the journey. Retail searches dominate closer to the purchase event

Content consumption

  • Consumers rely heavily on Tech Media sites to inform their purchase decisions
  • Consumers typically start thinking about their tech purchase within 30 days of buying it…and continue to think about it for another 30 days
  • Reviews play a big role across most categories; forums play the biggest role for very technical product categories
  • Forum content across the industry is dominated by men and GenXers

Content consumption
Volume

Percent of total page views by site category. Includes views on both PC and mobile devices. Tech Media has the largest share of pages viewed.

29%
Tech Media
22%
Other Retailers
20%
Tech Brands
9%
Tech Retailers
8%
Deals
7%
Telecom
5%
Comparison

Content consumption
Timing

Most activity occurs 30 days before to 30 days after purchase

2%
30+DAYS
25%
8-30DAYS
16%
1-7DAYS
6%
0DAYS
Purchase Day
16%
1-7DAYS
26%
8-30DAYS
10%
30+DAYS
Before purchase
After purchase

Purchases

  • Mobile phone purchases were the largest category in this analysis
  • Typical weekends lag in tech purchases
  • Gen Xers buy more tech than other age groups

Purchases
Purchases by demographics

Ages 55+
Ages 35-54
Ages 18-34
41%
41%
18%
Desktop
32%
44%
24%
Laptop
36%
43%
21%
Tablet
28%
44%
28%
Mobile Phone
36%
46%
18%
TV
30%
46%
24%
Digital Camera
32%
46%
22%
Fitness Tracker
32%
49%
19%
Storage Devices
26%
48%
26%
PC Components