New York, NY - While consumers are still most interested in small-ticket, home electronics items, more of them are eyeing big-ticket entertainment offerings, such as home computers, home theater systems and high-definition televisions, according to Ipsos-Insight, the global survey-based marketing research firm. "I think it's fair to say that electronics retailers should have a happier holiday sales season this year," said Lynne Bartos, a leader with the company's Cable, Media and Entertainment research division. "Consumers seem to be shedding their cautious nature and taking a greater interest in big-ticket items." For a second consecutive year, Ipsos-Insight surveyed a nationally representative sample of 1,000 U.S. adults in late October to determine their likelihood of buying specific electronics over the next three months, including the prime December-early January buying period. The company asked consumers to choose from a list of 15 home electronics items. Among the survey's highlights:
- Interest levels in big-ticket entertainment items, such as home theater systems and HDTV, have jumped significantly -- from 10% last year to 15% this year. The increase for HDTV can probably be attributed to falling set prices and additional HD programming content available, Bartos said.
- Interest in buying personal computers is on the rise -- at 26%, up from 20% last year. Why? Lower prices and special promotions, heavy advertising, and consumer willingness to upgrade or buy an additional home computer, she added.
- Again this holiday season, DVD players and digital cameras are among the most sought after items (24% and 22%, respectively, levels unchanged from last year).
- Meanwhile, 31% of U.S. consumers say they are likely to buy wireless telephone, up from 26% last year - a rise partly driven by interest in wireless telephones with built-in digital cameras, she said.
- And, 13% of respondents say they are likely to buy a portable MP3 player, up from just 8% last year.