Relating inertia and experience in technology markets: an analysis of households' personal computer choices

This article empirically analyses how households' PC purchasing behaviours change with market experience. We find that: households generally exhibit inertia in their PC purchases, the level of inertia is increasing as a function of experience on the PC market, and, for households switching brands, the likelihood of buying a lesser-known brand increases with experience, regardless of the brand of the previous purchase. These findings are consistent with the predictions of a simple learning model, and extend our understanding of how market experience affects purchasing behaviour to an important technology product, with implications that may apply to other similar products.