Attracting Repeat Consumer PC Buyers is Key to Profitability.LA JOLLA La Jolla (lə hoi`yə), on the Pacific Ocean, S Calif., an uninc. district within the confines of San Diego; founded 1869. The beautiful ocean beaches, in particular La Jolla shores and Black's Beach, and sea-washed caves attract visitors and , Calif.--(BUSINESS WIRE)--May 18, 1999-- For consumer PC manufacturers and resellers, attracting repeat PC buyers is important to profitability, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a just-released study from InfoBeads, a Ziff-Davis organization. The study, Trendata Report, PCs In Home, just released to clients, is based on results of interviews conducted during the first quarter of 1999 with 30,000 U.S. households. The study's results show that in Q199, consumer PC buyers were (nearly) equally split among first-time household PC buyers (33%), those who bought a PC to use in addition to their older household PC(s), and those who bought a PC to replace their prior PC (35%). Although total purchases by these three segments were about equal in volume, the study shows that in the eyes of PC resellers and manufacturers, the segments are very unequal as attractive customers. In Q1, first-time buyers first-time buyer n → persona que compra su primera vivienda first-time buyer n → personne achetant une maison ou un appartement pour la première fois first-time buyer spent an average of $1,588 for the PC and any additional hardware purchased at the same time -- about 10% below the overall average spent by all Q1 PC buyers. Replacement buyers spent an average of $1,754 -- just above the overall average. And those who purchased an additional PC spent the most -- an average of $1,869 or 7% above the overall average. Dell benefited the most from these differences. Just under one-quarter of Dell's Q1 consumer buyers were first timers, lower than any of the other major Wintel brands. One result: the Dell buyers spent an average of $2,589, nearly 50% higher than the overall average. "It is a marketing truism that selling to your existing customers is more efficient and cost-effective cost-effective, n the minimal expenditure of dollars, time, and other elements necessary to achieve the health care result deemed necessary and appropriate. ," said Dave Tremblay, a senior industry analyst with InfoBeads. "It is important that resellers and manufacturers know who their prior customers are and how to reach them. This is particularly true in the consumer PC market, where additional and replacement buyers tend to spend more than do first timers. Customer loyalty programs and customer service experiences that encourage prior buyers to come back can pay dividends. These programs don't have to be rocket science rocket science n. 1. Rocketry. 2. Informal An endeavor requiring great intelligence or technical ability. , but they do have to be well designed and well executed. Companies should assess how their programs stack-up and determine if they are getting their unfair share of repeat buyers." About Ziff-Davis Inc. Ziff-Davis Inc. is a leading integrated media and marketing company focused on computing computing - computer and Internet-related technology, with principal platforms in print publishing, trade shows and conferences, online content, television, market research and education. Ziff-Davis provides global technology companies with marketing strategies for reaching key decision-makers. Following the recent initial public offering of a new series of common stock intended to track the performance of its Internet business ZDNet (NYSE NYSE See: New York Stock Exchange :ZDZ), the existing common stock of Ziff-Davis Inc. became a series of common stock (NYSE:ZD) intended to track the performance of the ZD Group, which includes print publishing, trade shows and conferences, education, market research and television businesses and an 84% retained interest Retained interest (also colloquially known as a payout penalty) is future, currently unpaid, interest that some lenders add to the remaining principal of a loan to determine a payout figure in the event that the loan is terminated before the completion of the original term. in ZDNet. InfoBeads is a Ziff-Davis organization. Trendata is an InfoBeads product. Also See Corresponding Story online at the following URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. : http://www.infobeads.com/default.asp?sid=051899 |
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