harrisx 2019 holiday shopping study...smart tv 22% tablet 21% earbuds 21% gaming console 17%...

HarrisX 2019 Holiday Shopping StudyExecutive Insights Report

January 2020

© 2019 HarrisX. All rights reserved. 2

HarrisX 2019 US Holiday Shopping Study Overview

• Online survey of 26,982 respondents

• Fielded from Nov. 27 to Dec. 31, 2018

• Sampling Margin of Error of 0.6 pps.

• Conducted through the HarrisX

Overnight Poll, a survey of 1,000 US

adults that runs 365 days per year

• Results weighted for age within gender,

region, race/ethnicity, and income to be

nationally representative in the US

Study Methodology

Survey respondents per day (base = all respondents)

Survey garnered ~1,080 responses per day for 25 days

1087

1060

10831099

1062

1088

1049

1084 10771065

1077 1082 1089

950

1000

1050

1100

1150

1200


$- $1,000 $2,000 $3,000 $4,000 $5,000

Daily Tech Spend

Expected Tech Spend

Expected Holiday Spend

Expected Holiday spending compared to 2018 Expected/Actual Spending Distribution

25%

55%

19%

More money

About the same

amount of

money

Less money

A quarter of consumers expected to spend more than last year over the holiday season

BASE: All Holiday Shoppers (n = 23,956)

HX2: How much money do you think you will spend on your holiday shopping this year?

HS2: Compared to last year, will you spend more money, about the same amount of money, or less money on holiday shopping?

HX4A: What dollar amount of your holiday shopping spending do you think will be on technology goods and services?

HX5: Did you spend any money on technology goods and services today? If so, please indicate how much you spent.

$4,757

$4,506

$4,423

$1,481

(Median)

$861

(Median)

$240

(Median)

$1,831

(Mean)

$1,299

(Mean)

$992

(Mean)


However consumers of all demographics showed higher expected spend this holiday season, in general and on tech compared to 2018

BASE: All Holiday Shoppers (2019: n = 23,956; 2018: n = 24,983)

HX2: How much money do you think you will spend on your holiday shopping this year?

HX4A: What dollar amount of your holiday shopping spending do you think will be on technology goods and services?

Average Expected Holiday Spending

$1,831

$2,078

$1,601

$2,089 $2,189

$1,492 $1,420

$1,620

$2,298

$1,560

$500

$700

$900

$1,100

$1,300

$1,500

$1,700

$1,900

$2,100

$2,300

$2,500

2018 2019

Average Expected Holiday Tech Spending

$1,299

$1,607

$1,013

$1,778 $1,746

$849

$587

$1,007

$1,890

$1,021

$500

$700

$900

$1,100

$1,300

$1,500

$1,700

$1,900

$2,100

$2,300

$2,500

2018 2019


In line with expectations, average tech spending was up compared to 2018, and reached a peak of $1,261 on the Friday before Christmas

Average Daily Tech Spending (YoY Comparison)

$1,010$980 $953 $993

$870$952

$1,064$965

$1,036$1,128

$960$1,065

$1,184$1,261

$992 $962 $953 $942$989

$880$984

$870$966

$885$966

$785$682

$861$751

$661

$788 $775

$586

$840$756

$682$769 $776

$724

$562$641 $631

$889

$637 $681$633

$844

$629 $670

$814

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

2019 2018

BASE: All Holiday Shoppers (2019: n = 23,956; 2018: n = 23,810)

HX5: Did you spend any money on technology goods and services today? If so, please indicate how much you spent.


Over half of shoppers completed most of their holiday shopping after Cyber Monday

BASE: All Holiday Shoppers (n = 26,980)

HS1: Which of the following best describes the status of your holiday shopping?

Overall Holiday Shopping Progress

39%43%

46% 49% 48% 46%50%

54%

63%67%

72% 74%

83% 82% 84% 86% 88%92% 90% 92%

85%91% 90% 91% 89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

At least halfway done Less than halfway done Have not started


Those that didn’t shop on Black Friday or Cyber Monday withheld for a myriad of reasons including consumer habits

27%

15%13% 13%

9% 9%7%

6%4%

0%

5%

10%

15%

20%

25%

30%

I typically don’t

shop on Black

Friday/Cyber

Monday

I did not see any

Black Friday/Cyber

Monday sales for

items that I wanted

I generally buy my

holiday products

closer to the

holidays

I could not afford

to purchase the

items I want on

Black Friday/Cyber

Monday

I did not find any

good promotions

on Black

Friday/Cyber

Monday and I’m

holding out for a

better deal

I haven’t decided

which brand/model

to get yet

I am buying items

to give as a gift

and don’t know

which brand/model

to buy for the

person receiving

the gift

I forgot to

purchase items on

Black Friday/Cyber

Monday

Other

About 10% of adults reported shopping during BF/CM, while 90% did not

Reasons for not making Black Friday / Cyber Monday Purchases

BASE: Respondents who did not make any purchases on BF/CM (n=24,806)HX15: “Why didn’t you purchase anything on Black Friday/Cyber Monday?”)


Gen Z and Millenials are much more comfortable making purchases on their mobile device compared to older generations

BASE: All Respondents (n = 26,982)

HX9: Which of the following channels do you prefer when purchasing technology goods and services?

Preferred Purchase Channel

50%43% 39%

48%59%

67%

38%

34% 40%

41%

37%29%

3%

6% 5%

3%8%

16% 15%7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Gen Z Millennials Gen X Baby Boomers Silent

At a retail store Online Over the phone Mobile Other


However consumers of all ages still make most purchases at physical retail locations, though older consumers are more likely to make purchases at consumer electronics locations

BASE: All Respondents (n = 26,982)

HX8: Where do you most often make purchases when looking to buy technology goods and services?

Most Frequent Purchase Channel

28% 23% 28% 29% 30%23%

25%27%

26% 26% 24%

22%

22%17%

15%20%

28%33%

9%15% 13%

10%5%

4%

8% 10% 10% 8% 5%6%

5% 7% 7% 5% 5% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Gen Z Millennials Gen X Baby Boomers Silent

Online from general retail website General retail location Consumer electronics retail location Wireless service provider

Original equipment manufacturer Online from electronics website Other


In line with increased expected spending, all devices saw an increasing in consideration with Smart TV’s, tablets, and laptops showing the largest increase

BASE: Respondents planning to make holiday purchases in the next 30 days (2018; n = 19,731; 2019; n = 14,606)

HX13. Which of the following technology goods and services are you considering purchasing?

Device Purchase Consideration (YoY Comparison)

19% 19% 18%18% 17% 17%

16%

13% 12%

11% 10%

9% 9% 9%8%

8% 7%6% 6% 6% 6%

5% 5% 5% 5%4%

4%

11%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

2018 2019


Meanwhile, Apple has taken the top spot as the most considered brand purchase among holiday shoppers, leading Samsung and Amazon as the top 3 most considered brands

Brand-level Purchase Consideration (YoY Comparison)

23%

20% 19%

8%8% 7% 7%

6%5% 5% 4% 4% 4% 4% 4%

3% 2% 2% 2% 2% 1% 1%

13%

0%

5%

10%

15%

20%

25%

2018 2019

BASE: Respondents planning to make holiday purchases in the next 30 days (2018; n = 19,731; 2019; n = 14,606)

HX14. From which of the following brands are your planning to buy that device or service? If you are planning to buy multiple goods and services then please select your top two choices.


The iPhone was the most purchased device of the 2019 holiday season and along with Airpods, Beats, and the iPad accounted for almost 30% of all holiday tech purchases

BASE: Shoppers who purchased a device (Products categories: n = 9,576); All purchases (Top brands: n = 8,673; Top products: n = 4,447)

HX6. What technology goods and services did you buy today?

HX7: Please tell us the brand and model of the device you or the brand and service you bought.

Rank

1

2

3

4

5

6

7

8

9

10

Category %

Smartphone 25%

Headphones 24%

Video Game(s) 23%

Laptop 23%

Smart TV 22%

Tablet 21%

Earbuds 21%

Gaming Console 17%

Smartwatch 15%

Smart speaker 15%

Top product categories Top brands (normalized to 100%) Top products (normalized to 100%)

Brand %

29%

18%

8%

8%

4%

3%

3%

2%

2%

2%

Product %

Apple iPhone 14%

Samsung Galaxy 6%

Apple Airpods 5%

Sony Playstation 5%

Video Games 5%

Apple Beats 4%

Apple iPad 4%

Amazon Fire 4%

Microsoft Xbox 4%

Nintendo Switch 3%


Backup: Detailed demographic profiles for Top 4 brands vs. market

Total Market

Gender

Age

Inco

me

Top S

ellin

g

Devic

e

53%Male

47%Female

52%Male

48%Female

51%Male

49%Female

58%Male

42%Female

49%Male

51%Female

33% 31%22%

14%

Ages

18-34

Ages

35-49

Ages

50-64

Ages

65+

34% 31%25%

10%

Ages

18-34

Ages

35-49

Ages

50-64

Ages

65+

43%33%

16%8%

Ages

18-34

Ages

35-49

Ages

50-64

Ages

65+

40%30%

20%9%

Ages

18-34

Ages

35-49

Ages

50-64

Ages

65+

29%24% 27%

20%

Ages

18-34

Ages

35-49

Ages

50-64

Ages

65+

7%15%

12%

18%15%

32%

< 15k

15k-35k

35k-50k

50k-75k

75k-100k

100k +

7%

18%

14%

18%15%

28%< 15k

15k-35k

35k-50k

50k-75k

75k-100k

100k +

5%13%

10%

16%14%

41%

< 15k

15k-35k

35k-50k

50k-75k

75k-100k

100k +

9%

16%

14%

15%14%

32%

< 15k

15k-35k

35k-50k

50k-75k

75k-100k

100k +

9%

18%

14%

19%

14%

27%< 15k

15k-35k

35k-50k

50k-75k

75k-100k

100k +

AMAZON FIRE 7 SAMSUNG GALAXY S10 APPLE IPHONE 11 SONY PLAYSTATION 4 APPLE IPHONE


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Suite 500

Washington, DC 20006

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harrisx 2019 holiday shopping study...smart tv 22% tablet 21% earbuds 21% gaming console 17%...

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