Parks Associates identifies 'Super Buying' segment

Consumer research from Parks Associates has identified a 'super buying' segment of US broadband households responsible for the overwhelming majority of dollars spent on consumer electronics products.

The survey of 2,500 broadband households, found roughly 25 per cent of broadband households spent $2,000 or more on CE products in the past 12 months. This amounts to 80 per cent of all expenditure on CE products made by broadband households. This 'Super Buyer' segment has similar demographic characteristics as the average broadband household but is distinguished by attitudinal differences.

“The Super Buyers enjoy using these devices and see them as an extension of their identity,” said John Barrett, director, research, Parks Associates. “They aren’t much wealthier than other broadband households, but they perceive CE costs and benefits differently than the other 75 per cent of broadband households.”

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