[November 29, 2015] |
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Estimated 56.9 Million Americans Bought or Planned to Buy Tech Over Thanksgiving Shopping Week, According to Consumer Technology Association
An estimated 56.9 million American adults (45 percent of all shoppers)
have bought or plan to buy tech products during the Thanksgiving
shopping week - which includes the Monday before Thanksgiving through
Cyber Monday (News - Alert) - according to a new report released today by the Consumer
Technology Association (CTA)™, formerly the Consumer
Electronics Association (CEA)®. The 2015 Post Black
Friday Survey finds the number of online and mobile shoppers is
quickly approaching the number of in-store shoppers this year.
"Black Friday (News - Alert) is in the books, and consumers have once again shown a
strong preference to buy tech," said Shawn DuBravac, Ph.D., chief
economist and senior director of research, Consumer Technology
Association. "Consumers began shopping deals and promotions the Monday
before Thanksgiving, and momentum continued throughout the week, peaking
with the traditional Black Friday weekend."
Changing Retail Landscape: Online and Mobile Shopping Grows
Online and mobile device shopping played a critical role in driving
shopping traffic this Thanksgiving holiday week, among the 125 million
Americans planning to shop throughout the week. A combined 85 percent of
those who shopped did so online or via mobile, compared to 94 percent
who shopped in physical stores. Of those who shopped Black Friday Week
2015, 74 percent shopped online and 57 percent shopped using a mobile
device (such as a smartphone or tablet) - consistent with CTA's
Pre-Black Friday predictions (2015
Pre-Black Friday Survey).
Among Americans who shopped online this year, 85 percent cited avoiding
crowds as their top reason, 79 percent said saving time and 78 percent
cited finding better or similar deals online compared to in stores.
Interestingly, 57 percent of consumers indicated they chose to shop
online to enable them to shop outside of physical store hours.
2015 Black Friday Week Spending and Shopping Traffic
CTA estimates Americans will spend $40 billion over the entire 2015
Thanksgiving shopping week. Consumers who shopped spent an average of
$319 - a 14 percentage point decrease over 2014, yet higher spending
than in 2013. In total, 27 percent of U.S. adults shopped on Black
Friday (up from 24 percent in 2014) and 10 percent shopping on
Thanksgiving Day (down from 14 percent last year).
"Black Friday shopping continues its evolution into a full week shopping
period, no longer solely defined by crowded stores and doorbuster
deals," said DuBravac.
Top Tech for Black Friday
Among the 56.9 million Amerian adults who bought or planning to buy
tech products over the 2015 Black Friday Week, the top 10 tech purchases
is expected to be:
1. Smartphones
2. Televisions
3. Tablets
4. Tech accessories
5. Laptops
6. Videogame consoles
7. DVD/Blu-Ray Players
8. Headphones
9. Fitness activity trackers
10. Digital media streaming devices
"For the first time, emerging tech products such as fitness activity
trackers and digital streaming devices broke into the top ten
most-purchased tech products over the holiday shopping week," said
DuBravac. "The perennial Black Friday tech favorites such as smartphones
and televisions dominated American's tech purchases again this year."
According to CTA's
holiday outlook, total tech spending during the entire holiday
shopping season will increase 2.3 percent to reach a record $34.2
billion in 2015.
Cyber Monday Predictions and Looking Ahead
The shopping week isn't over yet - 44.3 million U.S. adults (18 percent)
plan to shop on Cyber Monday, on par with last year. Additionally, 105
million U.S. adults who shopped or plan to shop Black Friday week say
they will still have some shopping to do by the end of the holiday week.
Over half of Americans will consider themselves all done (14 percent) or
mostly finished (36 percent) with their holiday shopping at the close of
the shopping week. On the other hand, 11 percent of Americans indicate
they have not started their holiday shopping, 20 percent have barely
started and 17 percent say they still have a lot more shopping left.
To view CTA's full 2015 holiday outlook, visit CTA.tech/holiday.
CTA's 2015 Black Friday Survey presents the findings of a
dual-frame telephone interview to a random national sample of 1,003 U.S.
adults between November 27 and 28, 2015. Please cite any information to
the Consumer Technology Association (CTA)™. The complete
report will be available November 30 for free to CTA member companies at members.CTA.tech.
Non-members may purchase the study in the CTA
Store.
About Consumer Technology Association:
The Consumer Technology Association (CTA)TM, formerly the
Consumer Electronics Association (News - Alert) (CEA)®, is the trade
association representing the $285 billion U.S. consumer technology
industry. More than 2,200 companies - 80 percent are small businesses
and startups; others are among the world's best known brands - enjoy the
benefits of CTA membership including policy advocacy, market research,
technical education, industry promotion, standards development and the
fostering of business and strategic relationships. CTA also owns and
produces CES (News - Alert)® - the world's gathering place for all who
thrive on the business of consumer technology. Profits from CES are
reinvested into CTA's industry services.
UPCOMING EVENTS
-
CES 2016 - Register
January
6-9, Las Vegas, NV
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Winter Break
March 21-24, Park City, UT
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Technology & Standards Spring Forum
April 4-8, San
Diego, CA (News - Alert)
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CES on the Hill
April 19, Washington, DC
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Digital Patriots Dinner
April 20, Washington, DC
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CES Asia 2016
May 11-13, Shanghai, China
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CEO Summit
June 21-24, Tel Aviv, Israel
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Innovate!
September 20-22, San Jose, CA
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CES 2017
January 5-8, Las Vegas, NV
View source version on businesswire.com: http://www.businesswire.com/news/home/20151129005047/en/
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