This study will help you understand the purchase funnel within the tech industry in Austria
- Online shopping is established across all tech categories and most likely for the categories Audio/Video equipment and PC hardware. However, overall buying offline is still the predominantly chosen purchase method in the tech vertical.
- Mobile commerce somewhat established as well: 27% of the onliners who bought tech products online in the past 24 months have already made a purchase via smartphone – this equals about 9% of all onliners.
- Online research highly relevant in all product categories: 8 out of 10 tech shoppers of the past 24 months used the internet for pre-purchase research. For starting and intensifying research on tech products online information sources are clearly first choice and already outpacing offline sources.
- Online research drives offline sales: across the board more than 60% of the shoppers who researched online made their purchase offline (ROPO effect).
- Search engines are the dominant tools in the actual online research process with Google being by far the most frequently used search engine. One third of the search engine users remember having clicked on search ads and almost half of these made a purchase afterwards.
- Accordingly presence on search engines enables presence in the online research process and subsequently relevance for the offline purchase.
This study will help you understand more about how consumers in Austria research and shop online. We've looked at behaviour when researching and buying a range of products from food and drink, to clothes and TVs.
- Online research drives offline sales; online research prior to offline purchase is very popular across all categories (ROPO effect)
- In the online research process, search engines are the dominant tool for creating awareness and navigating to relevant sources