Showdown of the Holiday Gadget Wish List: Man vs. Marketer
The holiday shopping season is in full swing, and it’s make-or-break time for the hottest category this time of year — consumer electronics. As always, there will be no shortage of choices. Store aisles will be jam-packed with bright, shiny contenders, all competing for a place in your shopping cart.
I decided to field a survey to find out which gadgets will earn a much-coveted spot in all those stockings hung by the chimney with care. To put a twist on things, I wanted to compare the responses of average consumers versus marketing professionals. Survey respondents included 100 consumers randomly selected from a survey panel and 100 traditional and digital marketing peers.
Most coveted gadgets: the winners
Want to know what to get your favorite marketer this year? The iPad was the hands-down winner among marketers, chosen by one in five respondents. But the iPad isn’t getting the same amount of consumer love — it ranked seventh in a list of 10 items we asked about, with only 8 percent of consumers including it on their wish lists.
What’s on top of consumers’ lists? Flat-screen TVs rule. Maybe those savvy consumers smell a deal? Last year wasn't a banner year for TV sales, and the inventory glut is leading to heavy price reductions. According to CNN, the average price for a 32-inch LCD TV is just $374. Quite the bargain when compared inch-for-inch against the 9.7-inch iPad screen.
Life beyond Android and iPhone: the surprises
With all the talk about convergence devices that do it all, I didn't expect to see a decidedly old-school, not-so-one-stop-shop entry in the top three of both the consumer and marketer list — digital cameras. It’s a reminder that there’s still a lot of demand for specialized, single-use devices.
When it comes to mobile, the iPhone was the most mentioned smartphone for both marketers and consumers, fueled by its heavily anticipated arrival at Verizon. Android phones were rock bottom on the list among nonmarketers, with a mere 2 percent hoping for one this holiday. Smartphones (non-Android or iPhone) made a surprisingly strong showing among consumers, tying for third place with the iPhone. In the iPhone- and Android-obsessed world of marketers, it’s easy to forget that there's a lot of other options out there.
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