Parks Associates’ latest analysis on holiday shopping believes that connected video streaming devices, including gaming consoles, will be in-demand as gifts this coming season.
This is based on data gathered by Parks Associates so far this year. According to the data, 25% of consumer electronics purchased as gifts in 2014 were streaming devices like Roku and Chromecast, while 20% were gaming consoles. (Smart watches actually accounted for an even larger portion of electronic gifts at 37%).
For the 2014 holiday season, Parks Associates expects numbers concerning gifts of this sort to rise from the holidays in 2013. As director of research, Barbara Kraus, explained, “In 2013, 46% of Google Chromecasts and 37% of streaming media players, such as the Roku 3 and Apple TV, were purchased as gifts. The two new streaming sticks this year — the Roku HDMI Streaming Stick and the Amazon Fire TV Stick — have similar functionality as the regular streaming players at a much lower price point.”
Kraus also noted that since the Amazon Fire TV Stick won’t come out for consumers until mid-January, it “leaves the field open for Google and Roku.”
Overall, the projected popularity for such holiday gifts stems from consumers’ habits to watch video on TV screens (even if that video comes from digital sources). Research analyst at Parks, Glenn Howard, stated, “Over 70% of video consumption still occurs on the television. The experience of watching on the big screen is still a key part of the video-viewing event.”