One-Third of Electronics Now Bought Directly from Brands

Article Summary

A recent Simon-Kucher study reveals that direct-to-consumer (D2C) channels now account for one-third of global electronics purchases. The research, based on over 12,000 consumer purchases across major markets including the US, Germany, China, and Turkey, highlights a growing consumer preference for buying electronics directly from brands. Positive prior experiences drive this trend, with 37% of consumers willing to pay a premium for added benefits and 39% expecting price parity with traditional retail. This shift signals significant growth potential for brands investing in seamless, competitively priced direct sales channels, positioning D2C as a premium shopping experience in the electronics sector.

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Local Business Types for Broadcasters to Consider Contacting

Specialty Electronics Retailers – These retailers can benefit from broadcast partnerships to highlight their curated product selections and personalized service, differentiating from mass-market options.

Tech Repair and Upgrade Services – Broadcasting campaigns can emphasize the value of local tech repair shops, appealing to consumers who invest in premium electronics and seek maintenance or upgrades.

Consumer Electronics Subscription Services – Emerging subscription or rental services for electronics offer broadcasters a fresh niche to promote innovative ownership models, engaging tech-savvy audiences.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Direct from the Source” – A storytelling campaign featuring local consumers sharing their positive experiences buying electronics directly from brands, emphasizing trust and quality.

TV Station Commercial Idea: “Upgrade Your Tech Life” – Visually rich ads showcasing the convenience and premium benefits of direct brand purchases, paired with local tech experts endorsing the trend.

Digital Advertising Campaign Idea: “Your Electronics, Your Way” – An interactive social media challenge inviting users to share their favorite direct-to-brand electronics purchases, with prizes for the most creative stories and reviews.