The State of Consumer Electronics, Q3 2020

A deep dive into recent changes in the U.S. consumer electronics industry and the growth opportunities that arise for retailers and brands

In Q3 2020, there was a massive surge in consumer demand for electronic devices and accessories such as 2-in-1 laptops, iPhones, and gaming consoles. Much of this uptick was fueled by Amazon’s decision to postpone its annual Prime Day shopping event to October due to the pandemic and Apple’s delayed announcement of the 5G iPhone 12. 

Our latest report takes a data-driven look at the opportunities and challenges presented by these changes for both brands and manufacturers striving to grow their market share and increase sales. It also provides a detailed analysis of conversion rates across key consumer product categories. 

Here’s a rundown of the insights:

  • Amazon’s Electronics category had a strong Q3, after regaining control of paid search, which brought in 1.5M purchases
  • Protection plan sales are on the rise as more consumers look to protect their new devices
  • This quarter, back-to-school was a key driver of electronics purchases; the number of shoppers taking advantage of Apple’s education pricing grew 129%, YoY
  • Laptops are still the highest in demand, especially for Chromebooks and 2-in-1 laptops
  • Preorders for the new gaming consoles in September revitalized the iOS gaming category, helping Walmart’s Video Game category achieve a yearly high number of transactions 


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About the Author

Caroline Kim
Industry Consultant

Caroline is a strategic consultant at Similarweb who specializes in market research and consumer insights for eCommerce, telecom, consumer electronics, and more. Her prior experience working with eCommerce and retail companies fuels her passion for studying trends in the retail space. Caroline’s expert analysis and commentary have been featured in leading publications such as Glossy, Ad Week, and WARC.