The sale of computers and consumer electronics purchased through direct marketing channels from manufacturers and resellers is rising, according to survey findings released by the market research firm NPD Group Inc.
About 45% of consumers shopped non-retail channels during the last 12 months, with 28% of them placing orders directly with the manufacturer. When given a choice between purchasing via the Internet, telephone or at retail stores, the survey found consumers generally prefer the Internet.
Among consumers who made direct marketing purchases in the past, 71% said they would be very likely or extremely likely to make their next computer or electronics purchase via a direct marketing channel.
The universe of potential new customers appears largely untapped. Among consumers who have yet to purchase computer or electronics via direct marketing, 44% said they haven’t had any opportunity to do so.
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