Google/Compete Shopper Study: How Consumers Shop for Tablets, Laptops & Ultrabooks
Google and Compete recently completed the Portable PC Shopper Study to better understand the purchase decision journey for tablet, laptop and ultrabook shoppers. Here are a few highlights from our research: Tablet, Laptop and Ultrabook shoppers are triggered to shop for different reasons. The top 4 reasons why consumers purchased a device were: They wanted a smaller/lighter device (tablets & ultrabooks indexed higher here) They needed to replace a lost/broken device (laptops indexed higher) They wanted to upgrade their device They purchased based on impulse - they just had to have it Overall, these triggers were pretty even when looking at data aggregated across portable PCs. Ultrabooks & tablets indexed higher against smaller/lighter device and impulse. Laptops indexed higher against replacing a lost or broken device. When they start shopping, Portable PC shoppers are often undecided on a brand or retailer. Portable PC Shoppers use digital sources to inform decisions through...