Your Insights on Christmas Tech Gifts

Technology gifts are the number-one Christmas gift choice among BC adults (20%) and the number-one teen choice (59%) by a significant margin.

Apple products continue to dominate choice share (59% pick the brand as a first choice among 13 items)

Vancouver, BC —  According to a recent Insights West – 6S Marketing survey of 858 adults in British Columbia on Christmas gift preferences, more adults choose technology gifts than any other of 13 different gift categories presented, and that number increases to 59% of first choice mentions for teens.

When presented with 13 categories of gifts, and asked to rank-order their top three categories, 20% of BC adults pick technology gifts as their first choice, edging out clothing and accessories (17%).  Ranking lower on the list are items such as gift certificates (11%), books/ music/ movies (10%), cash (10%), and household items (8%).  Among parents with teens, when asked to rank their teen’s top preferences, technology becomes the overwhelming favourite and is ranked number one by 59% of parents.  Way lower down the list are cash (11%), clothes/ accessories (8%), books/ music/ movies (8%), and toys (7%).  Among parents with kids under 12, toys rank number one among 60%, followed by technology items (21%), but nothing else comes close.

“It is surprising how dominant technology gifts are at Christmastime,” says Steve Mossop, President of Insights West. “Among teens, the preferences are through the roof, overshadowing any other category by a 5-to-1 margin.”  Chris Breikss, President of 6S Marketing, says “It’s unbelievable how many people want a tech toy for the holidays.  In my family it’s no different – from my 5-year-old nephew, to my father, who is in his seventies.”

A full 23% of adults in BC expect to receive at least one technology gift this year for Christmas.  This number is significantly higher among men (27%) than women (19%), and is also higher for those aged 18 to 34 years (31%) and 35 to 44 years (25%) than those aged 55+ (12%).

Insights West also asked British Columbians to select their number-one and number-two choices from a shortlist of 13 top-selling and most popular tech toys this Christmas.  Apple dominance is quite astounding, capturing 59% of first-choice mentions.  When asked to rank-order their gift preferences, a full 34% pick an iPad as their first choice, followed by 14% who choose the iPhone5 and 11% who choose the iPad mini.  The Samsung Galaxy smartphone ranks fourth, capturing 10% of first-choice mentions, followed by the Nintendo WiiU (7%) and a Kindle Fire (7%).  Seven other items each capture less than 4% of top-choice mentions (Beats by Dre, Nexus tablet, Parrot Drone 2.0, Roku Streaming TV and a few others).

Consumer preference for store shopping has Best Buy (32%) number one by a large margin in terms of where consumers think of going first when buying a technology gift, followed by Future Shop (23%) and Costco (12%).  Other retailers capture less than 10% of consumer preferences, including London Drugs (9%), Amazon.ca (7%), Wal-Mart (6%) eBay (2%) and The Source (2%).

About Insights West:
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis, through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations.  Insights West is based in Vancouver and Calgary, and has six full-time, and five part-time employees.

About 6S Marketing:
Founded in 2000, 6S Marketing expertly amplifies businesses through the use of digital marketing.  Their passion for online activation and engagement leads their clients to maximum results – and makes them one of the leading digital marketing agencies in North America.

Results reported here are based on an online study conducted December 1 to December 5, 2012, among 858 British Columbians aged 18+ who are Your Insights panel members. Your Insights is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations.  The data has been statistically weighted according to Canadian census figures for British Columbia for age, gender, and region.  Results have a +/-3.4 percentage point margin of error, 19 times out of 20. To view the detailed data tabulations, click here.

For further information, please contact:

Steve Mossop, President, Insights West
778-891-4762
stevemossop@insightswest.com
www.yourinsights.ca