Seasonal Cheer for Electronics Retailers
November 25 2003
Home electronics items are higher on US consumers' holiday shopping lists this year, according to recent results from Ipsos-Insight. Smaller items such as wireless phones and MP3 players are likely to sell in higher numbers but it is big-ticket entertainment offerings, such as home computers, home theatre systems and HDTV, which may do most to make retailers merry.
Respondents were asked about the likelihood of their buying specific electronics over the next three months, including the prime December-early January buying period. A list of 15 home electronics items was used. The survey indicates several areas of particular growth, many of which complement other recent findings as reported on DRNO:
- in line with yesterday's downloading item, a much increased 13% of respondents say they are likely to buy a portable MP3 player (vs. 8% a year ago)
- mirroring the UK mobile phones trend as reported by NOP last week, US sales are expected to rise sharply vs last winter - 31% of US consumers say they are likely to buy a wireless telephone, up from 26% last year, with built-in digital cameras cited as a major driver
- there is much stronger interest in big-ticket entertainment items, such as home theatre systems and HDTV, with 15% likely to buy vs 10% last year - the HDTV increase is probably due to falling set prices and additional HD programming content available, according to Lynne Bartos of Ipsos-Insight's Cable, Media and Entertainment research division
- interest in buying personal computers is up from 20% last year to 26%, which Bartos attributes to lower prices and special promotions, heavy advertising, and consumer willingness to upgrade or buy a second home computer
- DVD players and digital cameras remain among the most sought after items (24% and 22%, respectively, levels unchanged from last year).
Bartos says the results indicate that 'electronics retailers should have a happier holiday sales season this year... Consumers seem to be shedding their cautious nature and taking a greater interest in big-ticket items'.
Interviews were conducted with 1,000 US adults in late October. The question wording was: 'Thinking of technologies for your household, over the next 3 months, how likely do you think you are to buy each of the following?' More information, including a table summarizing responses to this question, is available from
www.ipsos-insight.com
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
