2010 Holiday Shopping Research A Silicon Valley Research Insights™ Report December 2010 S R G V TM Silicon Valley Research Group Inc. Creating Markets

2010 Holiday Shopping ResearchA Silicon Valley Research Insights™ Report

December 2010

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Silicon Valley Research Group Inc.

Creating Markets. Accelerating Profits.™www.siliconvalleyrg.com

Holiday Electronics Shopping Research Silicon Valley Research Group - December 2010 2

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Project Vectors Silicon Valley Research Group sponsored

research to:• Explore usage of 2010 Holiday Shopping Plans• Reveal Electronic Shopping Trends

o Including the top most desired electronic device(s) for the 2010 Holidays

312 respondents completed a short survey• US consumers• Randomly selected online sample

Statistical significance:• +/- 5.5% margin of error at the 95% confidence level

Detailed Observations

1. How Much Spending2. Where Purchasing

3. When Shopping4. What Electronics are Wanted Most

5. Who (Sample Demographics)

How Much Spending


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Holiday Spending

n=312

The outlook for overall holiday spending is very poor• About half of those sampled looking

to spend less in 2010 than normal• Less than 10% are planning on

spending more than normal

Majority of those than are spending less will be spending 25-74% less than normal• Majority of those spending more

will only be spending 5-14% more

More9%

Same42%

Less48%

N/A2%

Compared to a normal year, will you spend more, less or the same on this

year’s Holiday Season festivities?

If you plan to spend more or less on this year's Holiday Season, by what percentage will your

spending change?

Percent Change Spending More Spending Less0%-4% 15% 6%5%-9% 22% 3%

10%-14% 30% 11%15-24% 7% 19%25-49% 7% 22%

50%-74% 7% 30%75%-99% 11% 4%

More than 100% 0% 4%n 27 149


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Holiday Spending The majority (50%) will be

spending between $200 and $599 on the holiday season• Almost a fifth won’t be

spending more than $100• Less than 10% will be spending

more than $800

Approximately, how much do you plan on spending on holiday gifts this Holiday Season?

Less than $100 18%

$100-$199 13%

$200-$299 17%

$300-$399 12%

$400-$499 11%

$500-$599 10%

$600-$699 4%

$700-$799 3%

$800-$899 2%

$900-$999 1%

$1000-$1499 6%

$1500-$1999 0%

$2000+ 1%

Not Applicable to Me 3%

n=312

Where Purchasing


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Shopping Venues Big box stores just as Wal-Mart

and Target are the venue the majority of respondents are most likely to shop at• Follow by more than a quarter than

are most likely to shop online

The online shopping trend is headed in two directions• About a quarter are shopping online

more• Another quarter are shopping more

off-line

Online29%

Mall15%

Boutiques/ Shops 5%

Big Box Stores51%

Please select the venue you are MOST LIKELY to shop at, even if

you shop at all or many of these:

n=312

0% 25% 50% 75% 100%

More Online Shopping;

26%

About the

Same, 46%

More Off-line Shopping;

28%

Compared to last year's holiday season, will you shop more on-

line or shop more off-line?


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Reasons for Shopping Online vs. Offline

Convenience, Low Prices were the top reasons for shopping online• Almost a quarter do not shop online at all

Touch/Feel, Easy Returns were top reasons for shopping offline• Only about 6% of respondents don’t shop off-line

0%

50%58% 49% 48% 36% 35% 24% 5% 23%

What are some of the reasons that you shop online?

Ability to Touch/ Feel Ease of Returns Holiday Tradition Procrastination Fear of Errors Online Other I Do Not Shop Off-line0%

25%

50%

75% 62%39% 34% 27% 19%

5% 6%

What are some of the reasons that you shop off-line?

n=312

When Shopping


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Shopping Timeframes On average the majority of holiday

shopping will be done between Thanksgiving and December 15th

• A deeper looks shows that almost half (45%) of respondents will NOT shop before Thanksgivingo About 30% will NOT shop after Dec. 15th

o About 10% will do at least 75% of their shopping after Dec. 15th

Black Friday is the most popular “big” shopping day• Followed closely by Cyber Monday

and Super Saturday• Almost half of respondent will NOT

be shopping on any of these days

Please enter the percentage of the shopping you will do in each time period

Average Response

Early (Before Thanksgiving) 23%

Middle (From Thanksgiving to Dec. 15th) 51%

Late(From Dec. 15th to Dec. 25th) 26%

0%

25%

50%31% 29% 25%

17%

49%

Which, if any, of the follow-ing shopping days do you

plan to participate in?

What Electronics are Wanted Most


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Top Electronics CategoryIf you were to receive

an electronics gift for the Holiday Season, what type of electronics

would you most want to receive?

Please rank in order of interest from highest (1) to lowest (10).

PCs and TVs were the most popular categories of electronics gift for 2010.• Movies and Movie Players were the

next most popular gift• Video Games/Consoles and Car

Gadgets were the least popular electronics choices

1 • PCs (Desktops, Laptops, Netbooks)

2 • TVs (Plasma, LCD)

3 • Movies / Players (DVD, Blu-ray, etc.)

4 • Tablets (iPad, Galaxy, etc.)

5 • Digital Cameras

6 • Cellphones / Mobile Devices

7 • Music / Players (iPod, Zune, etc.)

8 • Car Gadgets (GPS, Entertainment)

9 • Video Games / Consoles

10

• Other


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Top Electronics Gift The top electronics gift for the 2010 Holidays is:• The Apple iPad

0%

10%

20%

30%

40% 38%26% 23% 20% 18% 15% 14% 14% 11% 10% 7%

19%

Specifically, which 3 electronics gifts would you want most for the Holiday Season?

(3 Vote Maximum)


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Top Electronics Gifts Cross-tabulating the results

with demographic data we see some clear trends:• Gender

o Females prefer more than males:• Nintendo DS, iPad, iPhone 4, Amazon

Kindle, X-Box Kinecto Males prefer more than females:

• X-Box 360, Windows Phone 7, PlayStation 3, PlayStation Move

• Martial Statuso Singles preferred:

• PS 3/Move, X-Box 360/Kinecto Married people preferred:

• Nintendo DSo Divorcees preferred:

• B&N Nook, Amazon Kindle

• Education Level:o Bachelor degree holders preferred:

• Google Android phoneso High school educated preferred:

• Nintendo Wii, Barnes and Noble Nook, and Galaxy Tab

o Associate degree holders preferred:• Nintendo DS, PlayStation Move, and

Amazon Kindle• Age

o 18-29 year-olds preferred:• X-Box 360/Kinect, PS 3, and iPhone 4

o 40-49 year olds preferred:• Nintendo DS and PlayStation Move

o 50-59 year olds preferred:• Amazon Kindle

o 60 year olds and older preferred:• B&N Nook and Windows Phone 7

Who (Sample Demographics)

Social Media Research Silicon Valley Research Group - Confidential – December 2010 17

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Sample Demographics

Male46%

Fe-male54%

Gender

25%

6%

51%

13%5%

Maritial Status

19% 17% 21% 21% 23%

Age Group18-29 30-39 40-49 50-59 60 and older

n=312

Social Media Research Silicon Valley Research Group - Confidential – December 2010 18

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Sample Demographics

1% 3%

23%

32%

12%

23%

5%1% 1%

Education Level

Employed full time Employed part time

Selfemployed Student Retired Unemployed

34%

10% 8% 5%

20% 20%

Education Level

n=312

2010 Holiday Shopping Research

December, 2010

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Silicon Valley Research Group Inc.

Creating Markets. Accelerating Profits.™www.siliconvalleyrg.com

Documents

2010 Holiday Shopping Research A Silicon Valley Research Insights™ Report December 2010 S R G V TM Silicon Valley Research Group Inc. Creating Markets