Experian Marketing Services has undertaken research in consumer’s online behaviour as a means of predicting the likely gifts that will be shared this Christmas. Using search data from 9 October to 12 November, they are forecasting a tech-heavy Christmas.
They conducted the research in to which products were searched for most frequently in the given time period, and all but 3 of the top 10 searched items are technical. Popular tech items include mobiles, fitness gadgets and games consoles. The top spot itself flew in the face of the trend however as it was the Australian slipper-boot horror that is Uggs that nabbed prime position.
Second and third most popular came in the way of games consoles however, with PS4 and Xbox One respectively. Next in order of popularity were: Fitbit (a keep fit gadget); iPhone 5s; iPad Air, Rainbow Loom; Kindle Fire HD; iPhone 5c and Call of Duty Ghosts.
As pretty much evidenced by the most popular product searches list, Apple came out the number one searched for brand, and the brand most likely to lead consumers to digital retailers. The difference in number of searches by tech users was the smallest with Apple however, with tech users proportionately most likely to search for items such as Nexus 7, Galaxy Note 3, Surface 2 and Sony Vaoi. In fact, tech users were less likely to search for an iPhone 5c than a non-tech users.
Experian also offered a number of other lists for the search data they examined, including the popularity of children’s toys. Excluding the fact that many of the consoles and Apple products may have been intended for children, the top 3 items specifically for children were – Skylander Swap Force, rubber band bracelets and Crazy Cart respectively.
Whether this plays out in actual sales and Christmas gifts remains to be seen! With all evidence pointing that way however it does seem extremely likely that 2013 will bear witness to an extremely high tech Christmas.