Study: CE consumers prefer shopping online

YONKERS, N.Y. According to surveys conducted by Consumer Reports, prefer shopping for consumer electronics online. Findings from surveys based on more than 90,000 purchases made between January 2006 and June 2007 revealed that online shopping was more satisfying for every category of electronics.

The study found that while survey respondents said they had a better experience shopping online, many still visited brick-and-mortar stores for major electronic purchases. However, respondents did note that online shopping alleviates a prime irritant of in-store electronics shopping—the pitch for an extended warranty—which three-quarters of walk-in shoppers reported that they were forced to endure.

“Despite being able to see and even touch products in a walk-in retailer, readers who responded to our survey were generally more satisfied with the prices and selection they found online,” said Paul Reynolds, electronics editor at Consumer Reports.

Two online retailers, Crutchfield.com and Amazon.com, stood out in overall customer satisfaction. They were among the highest-scoring retailers for electronics—each offering above-average selection, while matching the best walk-in stores for the quality of products they sell. While Crutchfield had higher marks for customer service, while Amazon had the better score for price.