Table of Contents
- Scope and Themes
- What you need to know
- Hardware
- Entertainment software
- Communications
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- DVDs, cash, and gift cards ranked highest for gifts
- Budgeting for the holidays
- Blacks to spend the most on gifts for kids and teens
- Consideration for purchase
- Top CE gifts: Digital photo display, gaming consoles
- Top products for non-gift purchase: Flat-panel TVs, laptops
- Products with lowest awareness: Media servers, set-top boxes
- 18-34s lead in purchase consideration
- Income a driver for some products, irrelevant to others
- Moms and dads interested in a wide array of CE products
- Product trends
- MP3 docks available as inexpensive gifts
- Surround sound audio for home theaters making slow gains
- Digital photo displays offering step-up features
- Video Playback
- Gaming Hardware
- PCs and PC peripherals driven by netbook category
- Apple and BlackBerry lead consideration for smartphone purchases
- e-readers and GPS deliver larger screens for dedicated use
- Flash now a viable back-up medium
- Camcorder penetration stuck
- Communication services under-utilized as potential gifts
- VoIP on the rise
- Competitive Context
- Gift cards and cash more popular than gifts
- Youth suffer from lack of imagination
- Figure 4: Intent to give cash or gift cards as holiday presents, by age,
June 2009
- Likelihood of giving cash and gift cards rises with income
- Figure 5: Intent to give cash or gift cards as holiday presents, by
household income, June 2009
- Parents more likely to be gifting cash or a gift card
- Figure 6: Plans to give gift cards or cash as holiday gifts, by gender
and presence of children, June 2009
- Asians, Hispanics look to online retailer gift cards
- Figure 7: Plans to give gift cards or cash as holiday gifts, by
race/Hispanic origin, June 2009
- Market Drivers
- Budgets for gift giving
- Figure 8: Budget for holiday gift spending on age groups, by household
income, June 2009
- Figure 9: Budget for electronic holiday gifts for each age group, by
household income, June 2009
- Online English-language Hispanics and blacks plan to spend the most on CE
gifts
- Figure 10: Budget for holiday gifts for each age group, by race/Hispanic
origin, June 2009
- Figure 11: Budget for electronic holiday gifts for each age group, by
race/Hispanic origin, June 2009
- Households with children: Younger adults + higher incomes = more CE gifts
- Figure 12: Budget for holiday gifts for each age group, by gender and
presence of children, June 2009
- Figure 13: Budget for electronic holiday gifts, by gender and presence
of children, June 2009
- Age and CE purchasing
- The role of age in gift giving
- The role of age in CE purchasing in general
- Figure 14: Population aged 18 or older, by age, 2009
- The role of children as gift recipients
- Figure 15: Population, by age, children vs. adults, 2009
- Music, Video, and Games
- Interest in purchasing DVDs highest
- Under-25s most keen on discs as holiday gifts for others
- Figure 16: Plans to purchase music, videos, and games as gifts for
holiday season, by age, June 2009
- Content for kids
- Figure 17: Plans to purchase music, video, and games as holiday gifts,
by gender and presence of children, June 2009
- Asians least interested in gifting shiny content
- Figure 18: Plans to purchase music, videos, and games as gifts for
holiday season, by race/Hispanic origin, June 2009
- Advertising: Netflix and TiVo compete with content sales
- Interest in purchasing Hardware: Snapshot
- Hardware with the wind at its back
- Figure 19: Ownership of select consumer electronics, 2002-09
- Rapid uptake for flat-panel TV, DVR, speaker docks and smartphones
- Figure 20: U.S. household penetration of select consumer electronics,
2006 and 2009
- Top gifts in consideration: Digital photo displays
- Tops in consideration for purchases for self: Flat-panel TVs, laptops
- Figure 21: Interest in purchasing entertainment products before January
2010, June 2009
- Consumers unfamiliar with media servers, internet set-tops, and e-readers
- Figure 22: Confusion regarding CE products, June 2009
- Digital Photo Displays
- A notable holiday market
- Figure 23: Interest in purchasing digital photo display before January
2010, June 2009
- Displaying the grandkids
- Figure 24: Interest in purchasing digital photo display before January
2010, by age, June 2009
- Digital Photo Displays: Advertising and Promotion
- Televisions
- Interest in purchasing
- Flat-panel TVs on the mind for gifts and household
- Figure 25: Interest in purchasing televisions before January 2010, June
2009
- Combos for students and grads
- Figure 26: Interest in purchasing televisions before January 2010, by
age, June 2009
- Advertising for televisions
- Print ads
- Figure 27: Pioneer print ad
- Figure 28: LG print ads
- Figure 29: Samsung print ad
- Figure 30: Sony print ad
- Television ads
- Figure 31: Vizio HDTV television ad, 2008
- Televisions nearing the gift price range
- For more information...
- Video Playback
- Interest in purchasing
- Low awareness of media servers hampering sales
- Promoting gift pricing at $99.99 to encourage interest
- Roku hitting the $100 mark; competitors substantially more expensive
- Figure 32: Interest in purchasing video playback hardware before January
2010, June 2009
- Blu-ray a potential way to save relative to attending theater
- Under-35s want to see the most recent flicks at home
- Convergence products offer more choices in one box
- Figure 33: Interest in purchasing video playback hardware before January
2010, by age, June 2009
- For more information...
- Audio
- Interest in purchasing
- Video drives audio
- MP3 players drive docks
- Talking romance
- Home surround sound pricey for gifts
- Speakers and docks available at kids' gift prices
- Figure 34: Interest in purchasing audio hardware before January 2010,
June 2009
- Docks and PC speakers still to see substantial growth among under-35s
- PC speakers for videoconferencing with grandchildren
- Figure 35: Interest in purchasing audio hardware before January 2010, by
age, June 2009
- Audio advertising
- Figure 36: Bose Computer Music Monitor print ad
- Gaming Hardware
- A slow climb to higher penetration
- Consoles and portables among most considered gifts
- Figure 37: Interest in purchasing gaming hardware before January 2010,
June 2009
- An opportunity in gifting consoles and handhelds to Boomers
- Figure 38: Interest in purchasing gaming hardware before January 2010,
by age, June 2009
- For more information...
- PCs
- All gains in PC penetration derive from increasing laptop ownership
- Netbooks capitalize on interest in laptops
- Portable computers still have room to grow
- Figure 39: Interest in purchasing PCs before January 2010, June 2009
- Interest highest among under-35s
- Figure 40: Interest in purchasing PCs before January 2010, by age, June
2009
- For more information...
- PC Peripherals
- Penetration for peripherals mostly stalled
- Matching peripherals with sexier tech gifts
- Figure 41: Interest in purchasing PC peripherals before January 2010,
June 2009
- Dedicated peripherals could make inroads
- Figure 42: Interest in purchasing PC peripherals before January 2010, by
age, June 2009
- PC Peripherals: Advertising
- Figure 43: Kodak printer Jennifer Peck television ad, 2009
- Figure 44: Hewlett-Packard multi-products television ad, 2009
- Figure 45: Samsung Multi-Products television ad, 2009
- Smartphones and PMDs
- Introduction
- Turning interest in purchasing for self into add-on gift purchases
- Figure 46: Interest in purchasing smartphones and PMDs before January
2010, June 2009
- Under-35s want portable technology
- Figure 47: Interest in purchasing smartphones and PMDs before January
2010, by age, June 2009
- iPhones and BlackBerry phones top list for those seeking a smartphone
- Figure 48: Brand of smartphone planning to purchase, by household
income, June 2009
- For more info...
- E-readers and GPS
- Device penetration
- Figure 49: Ownership of navigation devices and electronic readers, by
age, March 2009
- ABCs of e-readers: Sony vs. Amazon Kindle
- e-readers advertising
- GPS and e-readers as holiday gifts
- Figure 50: Interest in purchasing navigation devices and electronic
readers before January 2010, June 2009
- Under-35s most interested in GPS, e-readers
- Figure 51: Interest in purchasing navigation devices and electronic
readers before January 2010, by age, June 2009
- Competition from cell phones
- Figure 52: Plans to sign up or change GPS carriers on cell phone before
January 2010, June 2009
- GPS on cell has large future
- Figure 53: Plans to sign up or change carriers for cellular GPS before
January 2010, by age, June 2009
- GPS advertising
- Figure 54: TomTom television ad, 2008
- Portable Memory and Backing Up
- Providing memory with step-up features or entertainment content
- Figure 55: Interest in purchasing portable memory products before
January 2010, June 2009
- Novelty drives
- Figure 56: Interest in purchasing portable memory products before
January 2010, by age, June 2009
- Portable Memory and Backing Up: Innovation and Innovators
- Cameras and Camcorders
- Let consumers play with camcorders
- Figure 57: Interest in purchasing camera or camcorder before January
2010, June 2009
- The Apple camcorder
- Figure 58: Interest in purchasing camera or camcorder before January
2010, by age, June 2009
- A new camera for Dad
- Figure 59: Interest in purchasing camera or camcorder before January
2010, by gender and presence of children, June 2009
- Mobile Communication Services
- Communication services as gifts
- One in 11 planning to subscribe to wireless broadband for the first time
- Figure 60: Plans to sign up for or change carriers for cellular service
before January 2010, June 2009
- 18-34 year olds the group to reach
- Figure 61: Plans to sign up for or change carriers for cellular services
before January 2010, by age, June 2009
- Income a driver for subscriptions...to a point
- Figure 62: Plans to sign up for or change carriers for cellular services
before January 2010, by household income, June 2009
- Dads most likely to be changing carriers or planning a new service
- Figure 63: Plans to sign up for service or change carriers for cellular
services before January 2010, by gender and presence of children, June 2009
- Hispanics most intent on acquiring new services or changing carriers
- Figure 64: Plans to sign up for or change carriers for cellular services
before January 2010, by race/Hispanic origin, June 2009
- For more information...
- Home Internet
- High-speed internet in two thirds of homes
- Figure 65: Home broadband household penetration, 2006 and 2009
- Nearly one in 10 plan to change broadband providers
- Figure 66: Plans to sign up or change carriers of home communication
service before January 2010, June 2009
- Under-35s the group to appeal to for cannibalistic subscriptions
- Figure 67: Plans to sign up for or change carriers of home communication
service before January 2010, by age, June 2009
- Asians, Hispanics restless broadband consumers
- Figure 68: Plans to sign up for or change carriers of home communication
service before January 2010, by race/Hispanic origin, June 2009
- Television Service
- Pay-television nearly ubiquitous
- Figure 69: Plans to sign up for or change carriers for pay-TV service
before January 2010, June 2009
- Those aged 18-34 most open to new DVR options
- Figure 70: Plans to sign up for or change carriers for pay-TV service
before January 2010, by age, June 2009
- Middle-high incomes more in the market for new pay-TV provider
- Figure 71: Plans to sign up for or change carriers for pay-TV before
January 2010, by household income, June 2009
- Home Phone Service
- Changing copper for VoIP
- Figure 72: Plans to sign up or change carriers for home phone service,
June 2009
- Early adopters interested in landlines
- Figure 73: Plans to sign up or change carriers for home phone service,
by age, June 2009
- Figure 74: Plans to sign up or change carriers for home phone service,
by race/Hispanic origin, June 2009
- Home phone advertising
- Figure 75: Vonage Broadband Phone Service Adding Machine television ad,
2008
- The Role of Income on Hardware Purchase Intent
- Overview
- Figure 76: Household income distribution, 2007
- High-end televisions for the affluent
- Figure 77: Interest in purchasing televisions before January 2010, by
household income, June 2009
- More than $75K key to new video playback
- Figure 78: Interest in purchasing video playback hardware before January
2010, by household income, June 2009
- Selling high-income respondents on multiple PCs
- Figure 79: Interest in purchasing PCs before January 2010, by household
income, June 2009
- Income correlates with need for smartphones
- Figure 80: Interest in purchasing smartphones and PMDs before January
2010, by household income, June 2009
- High income correlated with penetration of e-readers and dedicated GPS
- Figure 81: Ownership of portable GPS device and e-reader, by household
income, March 2009
- e-readers appeal to the affluent
- Figure 82: Interest in purchasing navigation devices and e-readers
before January 2010, by household income, June 2009
- Wealthy respondents want digital cameras
- Figure 83: Interest in purchasing camera or camcorder before January
2010, by household income, June 2009
- Race and Hispanic Origin
- Introduction
- Overview
- Figure 84: Household income distribution, by race and Hispanic origin of
householder, 2007
- Key differences between racial and ethnic groups
- Interest in purchasing tech hardware: data
- Interest in purchasing televisions
- Figure 85: Interest in purchasing televisions before January 2010, by
race/Hispanic origin, June 2009
- Interest in purchasing digital photo displays
- Figure 86: Interest in purchasing digital photo display before January
2010, by race/Hispanic origin, June 2009
- Interest in purchasing video playback hardware
- Figure 87: Interest in purchasing video playback hardware before January
2010, by race/Hispanic origin, June 2009
- Interest in purchasing PCs
- Figure 88: Interest in purchasing PCs before January 2010, by
race/Hispanic origin, June 2009
- Interest in purchasing portable memory
- Figure 89: Interest in purchasing portable memory before January 2010,
by race/Hispanic origin, June 2009
- Interest in purchasing PC peripherals
- Figure 90: Interest in purchasing PC peripherals before January 2010, by
race/Hispanic origin, June 2009
- Interest in purchasing smartphones and PMDs
- Figure 91: Interest in purchasing smartphones and PMDs before January
2010, by race/Hispanic origin, June 2009
- Interest in purchasing GPS and e-readers
- Figure 92: Interest in purchasing GPS and e-readers before January 2010,
by race/Hispanic origin, June 2009
- Interest in purchasing audio hardware
- Figure 93: Interest in purchasing audio hardware before January 2010, by
race/Hispanic origin, June 2009
- Interest in purchasing gaming hardware
- Figure 94: Interest in purchasing gaming hardware before January 2010,
by race/Hispanic origin, June 2009
- Interest in purchasing cameras and camcorders
- Figure 95: Interest in purchasing cameras and camcorders before January
2010, by race/Hispanic origin, June 2009
- Appendix: Additional Tables by Household Income
- Limited differences seen in interest in purchasing audio
- Figure 131: Interest in purchasing audio hardware before January 2010,
by household income, June 2009
- Income not a factor in gaming hardware interest in purchasing
- Figure 132: Interest in purchasing PCs before January 2010, by household
income, June 2009
- Income does not affect interest in PC peripherals
- Figure 133: Interest in purchasing PC peripherals before January 2010,
by household income, June 2009
- Memory sought equally by all income groups
- Figure 134: Interest in purchasing PC products before January 2010, by
household income, June 2009
- Income not a factor in popularity of digital displays
- Figure 135: Interest in purchasing digital photo display before January
2010, by household income, June 2009
- Shiny content crosses income lines
- Figure 136: Plans to purchase entertainment products for holidays, by
household income, June 2009
- Income not a factor for change in broadband service
- Figure 137: Plans to sign up for or change ISP before January 2010, by
household income, June 2009
- Appendix: Historical Data Points
- Interest in Blu-ray, HDTV, DVR, DVD subscriptions, media centers in 10/08
- Figure 138: Adoption of new video technologies, ownership and interest
in ownership, October 2008
- Historical sales of dedicated GPS
- Figure 139: U.S. manufacturer sales and forecast of portable navigation
devices, 2004-09
- Appendix: Trade Associations
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