CEA: More Americans Plan to Purchase Tech Amid Record-Setting Holiday Season

CEA holiday forecast says TVs, tablets, smartphones, laptops and
videogame consoles are top tech gifts

ARLINGTON, Va.–(BUSINESS WIRE)–New research from the Consumer Electronics Association (CEA)®
shows that 65 percent of all Americans, roughly 160 million people, are
planning to buy tech gifts this holiday season, a steady increase over
last year. According to the 22nd Annual CE
Holiday Purchase Patterns Study
, emerging technologies continue to
drive growth in the tech industry, with one in three holiday shoppers
(33 percent) looking to purchase an emerging tech product- such as smart
home devices, wearable activity trackers and drones- during the 2015
holiday season.

According to CEA’s holiday retail outlook, overall spending this holiday
season is expected to increase 3.4 percent to reach $788.5
billion. Further, spending on tech during the holiday season is expected
to reach nearly $34.2 billion, a growth of 2.3 percent.

“CEA’s 2015 holiday forecast suggests the holiday shopping season that
lies before us will be the biggest on record,” said Shawn DuBravac,
CEA’s chief economist and senior director of research. “Coupled with
general holiday buying, Americans are showing a strong propensity for
tech this holiday season.”

Top Holiday Tech Wish List

According to the new CEA study, the tech products that U.S.
consumers most want to receive as a gift this holiday season are:

1) TVs
2) Tablets
3) Smartphones
4) Notebook/laptop computers
5) Videogame consoles

Top Tech Gifts to Give

CEA expects headphones and earbuds (28 percent and 27 percent of
consumers, respectively) to be the most popular tech given during the
2015 holiday season. Tablets (26 percent) will also be popular this
year, followed by portable Bluetooth speakers (25 percent), smartphones
(24 percent) and notebook/laptop computers (25 percent).

More than half of shoppers (58 percent) plan to purchase a tech
accessory this season. Videogame accessories will see one of the largest
increases in popularity with one in five shoppers (23 percent) likely to
purchase – a seven percentage point increase from last year (16
percent). Three new accessories categories tracked this year include
digital toys or videogame figurines (21 percent), selfie-sticks (nine
percent), and action camera accessories (seven percent).

More and more consumers – 33 percent – will opt to purchase a new,
emerging technology product this holiday season – the category’s highest
total ever. The most popular 2015 holiday gifts among emerging tech will
be smart home devices (15 percent), wearable fitness activity trackers
(12 percent), smart watches (12 percent), action cameras (12 percent)
and drones (seven percent).

“Whether Americans want the latest upgrade of their favorite tech device
or to try out the newest emerging tech on the market, it’s apparent that
consumer enthusiasm for tech will be substantial this holiday shopping
season,” says DuBravac.

Earlier and Earlier Holiday Shopping

CEA’s study says more consumers plan to shop later in the season,
consistent with a belief that the best deals are at or after Black
Friday. More consumers (71 percent, a 10 percentage point increase from
2014) plan to wait until November or December to start their holiday
shopping, while 24 percent (down from 31 percent in 2014) indicate they
anticipate shopping in October or earlier. Women (31 percent) are much
more likely than men (17 percent) to start their holiday shopping in
October or earlier.

Evolving Holiday Retail Channels

CEA’s study also found more than half (55 percent) of consumers are
likely to shop for tech online this year. However, traditional retail
channels remain essential sources of tech gift purchases, with 77
percent of consumers – on par with the past four years – likely to
purchase from a brick-and-mortar location. Households with children are
significantly more likely to shop online (69 percent) than households
without children (56 percent).

Mobile not just for Millennials

The mobile channel continues to grow in importance each holiday season.
More than two-thirds of consumers who plan to spend money on consumer
tech, likely using a mobile device, such as a smartphone or tablet, to
help them shop.

Mobile is now starting to connect with audiences of all different ages.
In 2014, 69 percent of 35-54-year-olds planned to use a mobile device to
help with holiday purchases. This year, that number rose to 74 percent,
approaching the 79 percent of millennials who plan to use a smartphone
to shop.

“Holiday shopping patterns are evolving significantly,” said Steve
Koenig, senior director, market research, CEA. “More consumers outside
of the traditional early adopter and millennial generation are using
tech to buy tech. They’re relying heavily on online shopping and mobile
devices in an effort to have a more informed and convenient holiday
shopping experience.”

CEA Holiday Research

To keep up to date with all of CEA’s holiday research throughout the
season, visit CE.org/holiday.
CEA will also release a mid-season holiday update on Nov. 10 at the Innovate!
conference and its annual Post Black Friday Survey results
following the Thanksgiving shopping weekend on Nov. 29.

The 22nd Annual CE Holiday Purchase Patterns
was designed and formulated by CEA Market Research, the most
comprehensive source of sales data, forecasts, consumer research and
historical trends for the consumer electronics industry. Please cite any
information to the Consumer Electronics Association (CEA)®.
The complete report is available free to CEA member companies at members.CE.org.
Non-members may purchase the report in the CEA

About CEA:

The Consumer Electronics Association (CEA) is the technology trade
association representing the $285 billion U.S. consumer electronics
industry. More than 2,000 companies enjoy the benefits of CEA
membership, including legislative and regulatory advocacy, market
research, technical training and education, industry promotion,
standards development and the fostering of business and strategic
relationships. CEA also owns and produces CES – The Global Stage for
Innovation. All profits from CES are reinvested into CEA’s industry
services. Find CEA online at CE.org,
and on social.


Consumer Electronics Association (CEA)
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