Consumers Turn to Tech
The holiday shopping season is in full swing. Customers are making their lists and checking them twice as they head to the aisles – and online – to find the best gifts. Which consumer electronic devices will prosper and what will the CE shopping experience look like this year?
One thing is for sure: consumer technology remains a top gift category. The 20th Annual CE Holiday Purchase Patterns Study found that nine in ten (89 percent) gift givers plan to purchase at least one CE gift this year. On average, 33 percent ($248) of the holiday gift budget will be allocated to CE, slightly lower than average spending in 2012. The top recipient of CE gifts will be children as almost half of U.S adults (46 percent) plan to give tech to children this holiday. One in three consumers will purchase CE for their household (38 percent), themselves (35 percent), their spouse/significant other (33 percent) or another adult (35 percent). Additionally, one in five plan to purchase CE for their parents (22 percent).
In 20 years of tracking holiday shopping trends, CEA has observed some major shifts in the holiday wish list. Back in 1994, the first year CEA conducted the CE Holiday Purchase Patterns Study, personal computers, video games, CD players and color TVs topped the list. Then, in 2003, the most wanted devices included DVD players, digital cameras, notebook PCs and desktop PCs, as people began gravitating towards capturing and consuming content in digital form rather than analogue. Fast forward to 2013 where the theme is now connectivity. The top items on adults’ wish lists – tablets, smartphones, laptops, video game consoles and TVs – can all tap into the numerous content streaming and cloud services available today.