How to win electronics shoppers this holiday season

Many advertisers believe that electronics shoppers are highly brand loyal and take months to decide. In reality, they consider multiple brands and tend to make quick-decision purchases, according to new research from YouGov and The Trade Desk Intelligence. 

For brands, that means there is a narrow but powerful window of opportunity where they can influence consumer decisions. 

The research window is relatively short 

The research window for consumer electronics varies across device categories, but overall, the time frame is relatively short, usually happening in just a few weeks. When it comes to smartphones, one-third of shoppers take one week or less to research before buying a device. By contrast, nearly one-third of TV shoppers take a month and slightly over one-third of laptop/​desktop buyers take one to three months. 

Although the window itself is short, 72% of consumers conduct online research before purchasing electronics, indicating a limited timeline to reach shoppers. By using audience data to identify early signals, you can be present from their initial search or scroll. 

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Our research found that, when looking for products, consumers are most interested in: 

• The best price and value, which takes the most research time for buyers 

• Online and product review sites 

• Official brand websites and consumer reviews 

Shoppers aren’t as brand loyal as you think 

Electronics buyers in both the U.K. and the U.S. are not committed to a single brand. Because these shoppers’ purchasing decisions are highly variable, brands have a chance to reach them at critical consideration moments. 

Fifty percent of U.S. electronics buyers surveyed actively consider two to four different brands before purchasing, and 54% reported they bought the same brand as previously owned. Half of those who switched brands said price is the No. 1 reason for switching, followed by product specifications and features at 32%. 

Programmatic tools offer the precision to identify these “in-market” shoppers across the open internet. Advertisers can use this data to deliver tailored messages to consumers from “consideration” to “purchase.”

Influence happens across the open internet 

These fast-moving shoppers use a range of sites and platforms across the open internet to make their purchasing decisions. 

Fifty-five percent reported that they pay more attention to ads when they are in-market for consumer tech, and 40% said they are more likely to notice an ad if it is something they care about or need. Electronics shoppers are actively researching across many channels, including social media, branded search, review sites, retailer platforms, and video. Fifty-nine percent of consumers surveyed agreed they use open internet channels during their research for consumer tech goods, and 69% said they viewed an ad on an open internet channel that triggered their decision to purchase a new device. 

It is important to implement a hybrid advertising strategy that moves beyond total reliance on branded search or retail media. Instead, create a holistic presence that uses the data-driven precision of programmatic advertising to reach consumers as they compare options. A sound first-party data strategy ensures you can follow shoppers across channels with consistent messaging that builds awareness and captures high-intent shoppers. 

Win the window

The path to purchase for consumer electronics during the holiday season is short, intense, and highly competitive. It is an important window where a hybrid, data-informed presence can make the difference. Brands that show up at every touchpoint across the open internet — from CTV and streaming audio to high-impact display and mobile — have the best chance of capturing these high-intent holiday buyers and winning the research window. 

_{Source: YouGov and The Trade Desk Intelligence, consumer electronics research, N=2047, U.S. and U.K., June – July 2025.}