This Holiday Season, Brand Trumps Device in the Battle for Shoppers' Dollars

Mobile devices will top U.S. holiday wish lists for the third year in a row, with 72 percent of consumers expected to buy a mobile device within the next six months - but what brands and where will consumers be shopping?

Nov 25, 2013, 10:00 ET from Yankee Group

BOSTON, Nov. 25, 2013 /PRNewswire/ -- With the holidays fast approaching, many will find themselves scrambling this season to find the perfect gift for their loved ones. Whether it's the latest smartphone, tablet or gaming console, mobile devices are expected to be the most sought after gifts in the U.S. yet again—but this year, understanding consumer attitudes toward brand and buying channels will be what sets winning retailers apart. A new Yankee Group report, "Brand Matters for US Holiday Shoppers," examines how affordability, brand loyalty and preferred buying channels will have a larger impact on the consumer purchase decision process than ever before.

Highlights from the report include:

  • Smartphones continue their reign as the king of most wanted devices. Forty-three percent of respondents to Yankee Group's consumer survey say they plan to buy a new smartphone within the next six months, landing that device the No. 1 spot on the holiday buying intent list.
  • Video game consoles are on par with tablets this holiday season. Despite the trends of the past few years, video game consoles have jumped to spot No. 4 on the holiday shopping list, while tablets have fallen to No. 5.
  • Showrooming won't leave brick-and-mortars out in the cold. More than 60 percent of consumers plan to buy laptops, video game consoles and HDTVs at a brick-and-mortar store, compared to less than 30 percent who will buy online. However, tablets are the exception -- 48 percent will buy online versus 38 percent in-store.

"Smartphones continue their reign at the top of holiday wish-lists this year, but home devices such as HDTVs and video game consoles have worked their way back into the top five for 2013," said Carl Howe, Yankee Group Vice President of Research and co-author of the report. "However, this holiday season seems to be as much about brand as it is about the device. Consumers aren't just looking for generic holiday gadgets, but they are holding out for branded models from the likes of Apple, Samsung, HTC, and Motorola. They also are shopping both online and in stores, thereby making it difficult for retailers to figure out how best to serve them."

About Yankee Group
Yankee Group is the preeminent research and advisory firm equipping companies to profit in a mobile world. The core of our content is proprietary research and analytics on the attitudes, behaviors and usage patterns of mobile users. We provide a range of actionable data, insights and advice to marketing, strategy and product executives driving the mobility revolution in leading companies worldwide. Visit

SOURCE Yankee Group