Global Shoppers and Electronics: a firm favourite among millennial women

Electronics purchases are planned in advance

Electronics are one of the most common pre-planned purchases among Global Shoppers when travelling abroad. Almost 7 in 10 (69%) Global Shoppers buy something in this category with the city being the preferred Out-of-Home environment (56%). In addition, Electronics gets the second largest budget among all categories - €499 on average per trip!

Who is buying and where?

When assessing spending habits, Global Shopper 2 study reveals that 68% electronics buyers have a specific brand in mind whenshopping, however, they sometimes change their mind once in store.
When we look at shopper profiles, we noted that women and millennials spend on average an impressive €527 and €600 respectively per trip – both well above average and by far the largest amount than any other product type!

Regarding different nationalities, shoppers from the UAE, China and Saudi Arabia are the biggest spenders. Travellers from Europe and the USA appear at the other end of the spectrum and tend to spend significantly less than the global average. USA and Asia are the top shopping destinations for Electronics.
Where, what, how and when international travellers shop for Electronics while abroad are one of the many questions the Global Shopper2 study asks.
Top tech hubs continue to attract Global Shoppers with price-led purchasing. The study shows that 1 in 3 shoppers choose the USA, with its wide offering, as their favourite destination to buy Electronics. The technologically innovative Japan and Hong Kong are the second and third choices with 16% and 11% respectively.

It seems that regional market access and local brand tastes could be an important factor when buying these goods, especially in Asia; shoppers from Hong Kong, South Korea and China prefer to shop for electronics in Japan.
Global Shoppers plan and dedicate time to browsing for Electronics at the airport, but when it comes to purchasing, 56% buy Electronics in the city. Brazilians and Emiratis especially prefer the city, with 85% and 66% respectively.

A special reward…for oneself

Across all categories, shopping habits often represent cultural differences of our Global Shoppers.
83% of Global Shoppers buy Electronics for themselves. Gifting purchases are less prevalent, but still,  it is a common practice among nations where gift giving is a large part of the culture. Notably, Russians and Emiratis tend to buy Electronics as gifts more often than the other nationalities.

74% of Global Shoppers buy Electronics purchases at least every 7-12 months while travelling. This frequency indicates that even though Electronics are generally an expensive purchase, buyers still make this purchase regularly.  

Global Electronics Shoppers look out for OOH messaging

OOH (Out-of-Home) is a key medium influencing the purchase journey of the Global Shopper. A hefty 78% of Electronics shoppers pay attention to OOH ads, and 80% of Global Shoppers of Electronics say they would be encouraged to visit airport stores when seeing information about products available exclusively at the airport.

Overall, the Electronics shopper is well informed; plans and dedicates time in advance to make purchases; spends a lot and seeks OOH to give them relevant product information.
OOH is present at each touchpoint of the entire consumer journey of a travelling Electronics shopper. Because the Global Shopper also recognises OOH messaging throughout their journey of, it makes it the ideal platform to build a strong brand influence among international travellers. Electronics brands can achieve an unparalleled reach and recall by using OOH to provide informative and contextual messaging within all environments.

JCDECAUX GLOBAL SHOPPER CONNECTIONS 2 INFOGRAPHIC: Electronics

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ABOUT GLOBAL SHOPPER CONNECTIONS 2

The Global Shopper Connections 2 study spans 12 countries, looking at the habits and motivations of upscale travellers who regularly shop when they travel abroad. The study covers six key purchasing categories: Fashion, Fragrances, Cosmetics, Shoes/Handbags, Sunglasses/Jewellery/Watches and Electronics.

• Study carried out online, across 12 countries.
• 200 respondents in each country (The UK, France, Germany, Russia, China, Hong Kong, Japan, South Korea, UAE, Saudi Arabia, Brazil, USA)
• Global sample of 2,400 respondentsFocus on high earners, earning at minimum 1.75 times the country’s median monthly household income
• Focus on high earners, earning at minimum 1.75 times the country’s median monthly household incomeRegular international travellers: 58% fly 3 or more times per year.
• Regular international travellers: 58% fly 3 or more times per year
• Shoppers across a range of product categories (whether at home or abroad)
• Conducted in collaboration with m1nd-set, a research company with worldwide recognition and expertise in the areas of international travel and retail

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