Estimated 56.9 Million Americans Bought or Planned to Buy Tech Over Thanksgiving Shopping Week, According to Consumer Technol...
November 29 2015 - 7:34PM
Business Wire
Online and mobile shoppers approach number of
in-store shoppers
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 - 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 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 American 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 (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® – 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 Unveiled Las VegasJanuary 4,
Las Vegas, NV
- CES 2016 –
RegisterJanuary 6-9, Las Vegas, NV
- Winter BreakMarch 21-24, Park
City, UT
- Technology & Standards Spring
ForumApril 4-8, San Diego, CA
- CES on the HillApril 19,
Washington, DC
- Digital Patriots DinnerApril 20,
Washington, DC
- CES Asia 2016May 11-13,
Shanghai, China
- CEO SummitJune 21-24, Tel Aviv,
Israel
- Innovate!September 20-22, San
Jose, CA
- CES 2017January 5-8, Las Vegas,
NV
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version on businesswire.com: http://www.businesswire.com/news/home/20151129005047/en/
Consumer Technology Association (CTA)Danielle Cassagnol,
703-907-5253dcassagnol@CE.orgwww.CTA.techorLaura Hubbard,
703-907-4326lhubbard@CE.org