Apple (iPad, iPod/Touch) Only Brand Specific Items on Consumer Electronics Holiday Top 10 Lists

Nov 10, 2010
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Despite an overall decline in the amount people are spending on gifts, Consumer Electronics Association reports all-time high on gifts of consumer electronics. The CEA revealed their 17th annual "CE Holiday Purchase Patterns Study today at their Industry Forum in San Francisco. The average amount spend on gifts this holiday season will be $750, down 2 percentage points from last year, while they'll spend $232 of that on consumer electronics (up 5% from last year. On the list of which items specifically ADULTS will be wanting this year, right up top of the list are Notebooks, Laptops, and the iPad.

CEA's director of industry analysis seems to think this means that basically everyone in the world is going to be getting something with a chip in it under the holiday tree, candle: “Giving electronics as a holiday gift, either to a loved one or to yourself, is more popular than ever,” said Steve Koenig, “Not only are three in four adults planning to give CE as a gift this year, but more consumers want electronics as a gift for themselves, demonstrating that electronics will be the must-have gifts of the season.”

You'll notice the lists include several Apple-specific products while otherwise the wants are unspecific. Steve's eyes are twinkling like stardust, his hands all aflutter, what shall he have on his holiday cookies? Chocolate chips, or butter? He can have anything he likes, says old mother hubbard.

Read the whole press release below:

CONSUMER SPENDING ON ELECTRONICS GIFTS TO REACH AN ALL-TIME HIGH THIS HOLIDAY, ACCORDING TO CEA
Notebooks, iPad, eReaders Among Most Wanted Gifts

Arlington, Virginia
10/19/2010

This holiday season, spending on consumer electronics gifts will reach historic highs, despite an overall decline in gift spending, according to new research released today by the Consumer Electronics Association (CEA)®. CEA unveiled the 17th Annual CE Holiday Purchase Patterns Study today at CEA’s Industry Forum in San Francisco, a four-day conference designed to inform and connect leaders in the consumer electronics (CE) industry.

Consumer electronics will once again be the “hottest” gifts, both to give and to receive, this holiday season. Overall, consumers will spend $750 on holiday gifts, down two percent from last year. They will, however, spend more on CE gifts than ever before. Consumers will spend $232 on CE gifts, up five percent from last year and the highest level since CEA began tracking holiday spending. Nearly a third of consumers’ total gift budgets will be allocated to CE. When it comes to spending, nearly half will buy a CE gift for children on their list, two in five will buy a CE gift for their spouse/significant other and 29 percent will buy CE for themselves.

“Giving electronics as a holiday gift, either to a loved one or to yourself, is more popular than ever,” said Steve Koenig, CEA’s director of industry analysis. “Not only are three in four adults planning to give CE as a gift this year, but more consumers want electronics as a gift for themselves, demonstrating that electronics will be the must-have gifts of the season.”
Three of the top five, and four of the top ten, items on adults overall holiday gift wish list are electronics. Notebook/laptop computers and Apple’s iPad ranked second and third on the list respectively, trailing only peace and happiness. eReaders and video game systems ranked fifth and ninth respectively. Among adults’ holiday CE wish lists, notebooks, the iPad and eReaders topped the list.

Holiday Gift Wish List- Adults
1 Peace/Happiness
2 Notebook/Laptop
3 iPad
4 Clothes
5 eReader
6 Car/Motorcycle
7 Family Together
8 Good Health
9 Video Game System
10 Money

Holiday CE Gift Wish List- Adults
1 Notebook/Laptop
2 iPad
3 eReader
4 iPod/iPod Touch
5 Video Game System
6 Digital Camera
7 Big Screen TV
8 TV (unspecified)
9 Computer (unspecified)
10 Desktop PC

“Many innovative products new to the market are high on the gift list this year,” said Koenig. “Consumers want the newest technologies, and stores that stock these products on their shelves will fare well this holiday season.” 

Overall, consumers will each spend an average of $1,412 this holiday on everything from gifts and decorations to travel and food. That’s up three percent from last year, but still below recent historical levels as consumers remain guarded. Nearly seven out of ten consumers say they are adjusting holiday spending due to economic concerns, with a third reducing expenditures for reasons related to unemployment.

“While the recession officially ended a year and half ago, consumers remain very cautious this holiday,” said Shawn DuBravac, CEA’s chief economist and director of research. “Worries remain over the economy and employment picture, but there is optimism. Consumers will spend more this holiday than last, with one in five planning to increase their holiday budget compared to last year.”

For guides on how to purchase the right consumer electronics device for everyone on your gift list, visit www.DigitalTips.org , CEA's consumer website offering guides, tips and advice for consumers.

CEA will also be releasing Black Friday sales figures on Sunday, November 28th.

The 17th Annual CE Holiday Purchase Pattern Study (October 2010) was conducted in September 2010. It 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)®. A webcast presentation is scheduled for November 11 (3-4 PM ET). To register, visit www.CE.org/Events/webcasts.asp or email Steve Kidera at skidera@CE.org .


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