For Consumer Product Strategy Professionals

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	February 18, 2009 CE Purchase Plans: Converting On-The-Fencers To Buyers In An Economic Downturn by Nathan Safran with Ian Fogg, Patti Freeman Evans, Dan Wilkos

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Executive Summary

Despite the economic downturn, the vast majority of US online consumers in the market for consumer electronics (CE) devices will choose to delay their purchase or select a cheaper product rather than decide against the purchase. Laptops, HDTVs, and digital cameras are the most resilient CE devices in the current economic downturn, while Internet-connected set-top boxes, DVRs, and home audio systems are the most vulnerable. Consumer product strategists and retailers must adopt strategies to convert delayers into purchasers by helping them justify the nonessential CE purchase.

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