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6th Annual Teen CE Holiday Purchase Patterns Study
Consumer Electronics Association, The, October 2009, Pages +: 43
After a difficult year, the spotlight is fixed on the upcoming holiday season, which includes the Christmas, Hanukkah and Kwanzaa holidays. Will this important selling season help restore growth and salvage revenues? CEA recently conducted their 16th Annual CE Holiday Purchase Patterns Study which ex-amines holiday trends among adult consumers, but what about the nation‘s youth who have a proven appetite for technology goods and content? How important are teens to the holiday season? This briefing, based on data from CEA‘s 6th Annual Teen CE Holiday Purchase Patterns Study, answers that question and more.
According to the 16th Annual CE Holiday Purchase Patterns Study, households with kids plan to spend more on gifts than households without kids. But what do teens want this year? Over the years, teen wish lists have evolved; from toys, pets, games and money to cell phones, computers and gift cards. Teen requests are becoming more mature in nature and closely mirror adult wish lists. So what is the top requested CE product among teens this holiday season? What else do retailers and manufacturers need to know about teens this holiday season?
According to the U.S. Census Bureau, there are currently 25 million teens, between the ages of 12 and 17, in the United States, representing 8% of the total U.S. population. Based on recent U.S. Census data, more than two-thirds of teens are living in a household with both parents and another 28% are living with one parent.
Included in this report is the complete Data Report and Analysis Brief.
The report described herein was designed and formulated by the Consumer Electronics Association (CEA). The quantitative study was administered via telephone interview to a random national sample of 503 U.S. teens ages 12 to 17 between September 24 and 27, 2009.
The margin of sampling error at 95% confidence for aggregate results is +/- 4.4%. Sampling error is larger for subgroups of the data. As with any survey, sampling error is only one source of possible error. While non-sampling error cannot be accurately calculated, precautionary steps were taken in all phases of the survey design, collection and processing of the data to minimize its influence.
As is common practice in survey research, the data was weighted to reflect the known demographics of the population under study. In this survey, weights were applied to cases based on gender, age, race and geographic region. As a result, this data can be generalized to the entire U.S. teen population.
The bases shown on all charts and tables are weighted bases. All percentages in the text, charts and tables included in this report are also based on weighted data.
CEA designed this study in its entirety and is responsible for all content contained in this report. During the fielding of this study, CEA employed the services of Opinion Research Corporation to conduct telephone interviewing. The telephone interviewing employed industry standard random-digit dialing and computer assisted telephone interviewing (CATI).
The Consumer Electronics Association is a member of the Marketing Research Association (MRA) and adheres to the MRA‘s Code of Marketing Research Standards.