Consumer Electronics Public Relations Firm

The Consumer Electronic industry redeemed itself in 2010, after sales plummeted by 7.7 percent in 2009.¹ But as we enter a post-recession era, consumers are less confident about technology spending. Not only has the recession influenced where electronic consumers shop, it has also influenced how electronic consumers shop.² As a result, these cautious shoppers are referred to as Post-Recession Consumers.

The Post-Recession Consumer consists of four distinctive groups:
Steadfast Frugalists make up about one-fifth of U.S. consumers. They are dedicated to self-control and resisting the impulse to shop. This group is represented in all demographics. Involuntary Penny-Pinchers make up an estimated 29 percent of U.S. consumers. This segment has a household income less than $50,000, resulting in a low discretionary income. Pragmatic Spenders also make up about 29 percent of U.S. consumers. Although these shoppers curbed their spending habits, marketers remain optimistic about Pragmatic Spenders, who have higher purchasing power than most U.S. consumers. Apathetic Materialists consist mainly of men below age 40. This segment is indifferent about the recession in regards to shopping habits. Only 8 percent of this segment is price driven.³

With the exception of Apathetic Materialists, Post-Recession Consumers have one thing in common: method buying. Method buyers price compare, use search engines and confide in online customer reviews.⁴ They also seek out coupons and online deals via social media. The use of social media is noteworthy, especially when targeting moms and teens. In fact, 93.6 percent of mothers hunt up product reviews, while 97.2 percent of mothers share their purchasing experiences.⁵

With the Internet as an influence, teens and young adults spend an average of $2,200 per year.⁶ Their annual purchases include electronics ($240), cell phones ($840), video games ($276), movies ($216) and fashion purchases ($824). Online shopping has increased in popularity, leaving traditional chain stores behind. By 2013 consumers are predicted to spend more than $340 billion online.⁷ How do you plan to target a Method buyer during the Post-Recession? That is where we come in.

AXIA, a public relations firm specializing in consumer electronics, understands the Method buyer. We know that in order to target consumers, you have to become a Method thinker, which entails utilizing different media outlets. We know how to reach your target market, and, unlike most companies, we know how to measure it. An estimated 81 percent of companies are taking advantage of the social media trend, but 61 percent are unsure of their ROI.⁸ Uncertainty of your ROI often results in wasted time and money. Let us help you avoid this common mistake.

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¹CEA “Sales and Forecasts”. Consumer Electronic Association, Jan. 2009
²“Consumer Confidence In Economy And Technology Falls In February, According To CEA Indexes”
Consumer Electronic Association.com, 2011
³Decitica,“Marketing to the Post-Recession Consumer” November 4, 2009. www.decitica.com
⁴Waggener Edstrom, Anneburg, University of Southern California, Harris Interactive, Dec. 16, 2009
⁵BIG research,“Simultaneous Media Usage Survey.”,Retail Advertising & Marketing Association Sept. 2009
⁶Nick Williams, “Three Screen Nation:AOL Teen study.” www.aol.com
⁷Forrester Research, Internet Retailer, November 2009.www.forrester.com;www.internetretailer.com
⁸“The Value of Social Media Report” E consultancy, February 26, 2010, Internet Reader