COMPUTER SALES A BRIGHT SPOT IN AN OTHERWISE DARK CHRISTMAS SEASON; GALLUP SURVEY FINDINGS SUGGEST REASONS FOR SALES BOOM
COMPUTER SALES A BRIGHT SPOT IN AN OTHERWISE DARK CHRISTMAS SEASON;
GALLUP SURVEY FINDINGS SUGGEST REASONS FOR SALES BOOM
NEW YORK, Dec. 11 /PRNewswire/ -- At a time when retailers are experiencing one of the slowest Christmas sales seasons in recent history, sales of personal computers and peripherals are going through the roof.
"Last month was the best month we've ever had," said Gary Bailer, marketing director for Star Micronics, a maker of computer printers. "Our competitors are also doing extremely well."
The record sales are confirmed by industry analysts. "Retail sales of personal computers and peripherals are exploding," said Roger Lanctot, research director at Personal Technology Research of Providence, N.J. "Sales in October were up 50 percent over last year and early figures indicate that sales kept pace in November."
According to Bailer and Lanctot, factors including low prices and good availability, are behind the brisk sales. However, both agree the poor economy is the deciding factor.
"People are scared they may lose their jobs at any moment," said Bailer. "Having a computer at home enables them to earn extra income, start a business or do their present jobs better."
Lanctot added, "A personal computer is an extremely practical gift that can be used to earn extra money or even help hang onto a job."
A recent Gallup survey on computer usage conducted on behalf of Star Micronics, confirms many Americans are buying computers to improve job performance or to earn extra money at home.
The survey of more than 1,000 homes found that 73 percent of those who plan to purchase or replace a computer within the next two years will use the machines for work brought home from the office. some 80 percent of those who said they plan on doing office work at home believe it will improve job performance and 54 percent say it will improve their chances of a raise or promotion.
The survey also revealed a surprisingly high number of moonlighters. One out of every four existing home computers is used to earn extra income.
"The survey indicates many Americans view computer ownership akin to insurance," said Bailer. "Having a home-based business, or the ability to start one, can soften the blow of losing a job. Computers are also invaluable when looking for a job."
Star Micronics America, Inc., headquartered in New York, markets a complete line of color and monochrome computer printers designed for business and the home.
Note: Survey results are based on telephone interviews with a sample of 1,029 adults, including 293 current owners and 184 who plan to purchase a computer system for the home conducted from July 15 to July 21, 1991. For results based on the full sample, one can say with 95 percent confidence that the error attributable to sampling and other random effects could be plus-or-minus three percentage points. In addition to sampling error, question wording and practical difficulties in conducting surveys can introduce error or bias into the finding of opinion polls.
Findings were based on the following questions:
1. How will this computer system be used at home?
2. Does having a computer at home improve your performance in the office?
3. Does having a computer at home improve your chances of a raise or promotion?
/NOTE TO EDITORS: For local angle, contact area computer retailers./
/CONTACT: Mike Rovins of Star Micronics America, 212-986-6770, or Ansi Vallens of Robert Wick Public Relations, 212-727-2500, for Star Micronics/ CO: Star Micronics America Inc. ST: New York IN: CPR SU: SM-CK -- NY047 -- 1498 12/11/91 13:10 EST