Who, Who, Who's Buying What This Holiday Season?
"As we have seen in study after study, families with kids are avid technology consumers. While we tend to think of mom as the primary gatekeeper and purchase driver, what some might find surprising is how important dad is in the purchase process when it comes to high tech electronics for the family," says Donna Sabino, Senior Vice President with Ipsos MediaCT. "On so many of the tech items we measured, dads with young kids were far more likely to be planning to buy new electronics products than moms. For example, 42% of the dads said they were planning to purchase a smartphone compared to only 34% of the moms. And 36% of dads said they were planning to purchase a new TV, while only 25% of moms share that sentiment. With the holiday shopping season in full swing, electronics retailers would be wise to appeal to dad's tech intentions."
Demographically speaking, the electronics market across America breaks up along some interesting ethnic divides. African-American and Hispanic parents of children aged 6-14 are more likely to buy smartphones and TVs than their Caucasian counterparts - 47% and 48% respectively, compared to only 33% of Caucasian families. And above all other groups, Asian/Pacific Islander parents were significantly more likely to buy a tablet, with 25% specifically expressing interest in buying the iPad2 - a full ten points higher than the next closest ethnic group.
"The LMX results show there is a healthy appetite across America for electronics, and knowing who's looking to buy what is helpful for identifying and connecting with potential consumers," adds Sabino. "This is vital information for retailers and manufacturers wishing to succeed within various communities and segments of the overall market. And with the gift giving season just weeks away, this is often a make-or-break time for many businesses."
These are just a few of key findings from LMX (Longitudinal Media Experience), a semi- annual syndicated research study launched by Ipsos MediaCT. LMX offers trended data on media adoption and utilization for a variety of consumer segments and is part of a portfolio of syndicated tracking products that provide a unique multi-dimensional perspective of consumer engagement with media, technology, content and brands.
For more information on this news release please contact: Elen Alexov Director, Marketing Services Ipsos North America (778) 373-5136 [email protected]
About Ipsos MediaCT
Ipsos MediaCT is the market research specialization within Ipsos built to reach, engage and more effectively understand today's digitally-driven consumer in the fast moving media, content and technology space. By integrating new technologies and immersive techniques with extensive traditional research experience, Ipsos MediaCT's market leading research solutions help clients better understand media and technology consumption, evaluate content, monitor the value of brands and provide guidance for successful innovation. The Ipsos MediaCT approach results in deeper and more profound consumer insights that allow companies to maximize their return on investment.
To learn more, please visit, www.ipsos-na.com/media.
About Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2010, Ipsos generated global revenues of e1.140 billion ($1.6 billion U.S.).
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