Shopper Research: Gaming Keyboard Category
A majority of consumers who buy gaming keyboards do not see their chosen product in use, either in-store or another usage setting, prior to purchase.
However, those who do see or trial the product prior to purchase have an increased propensity to choose that keyboard brand.
This is especially evident amongst consumers who spent more than $100 on a gaming keyboard.
Retail stores give consumers the opportunity to interact with a product prior to purchase, and accompanied by knowledgeable and enthusiastic staff, can highlight premium product value and help to shape the purchase decision, often in that brand’s favor.
* Data from a survey of 500 consumers who had purchased a gaming keyboard in the past year