Vancouver, BC — In its third annual Holiday Shopping
Study, Ipsos Reid investigates holiday shopping behaviours, including which latest
technology products British Columbians are jotting down on their holiday shopping and wish
This holiday season, only a small minority of British Columbians have bought or plan to
buy the latest technology gadgets as gifts. Specifically, less than one-tenth bought or plan to
buy e-readers (8%), tablet computers (6%) or smartphones (3%) as gifts for others. The
majority will not be shopping for any of these items (77%) and a few are currently undecided
Interestingly, however, high tech devices prove to be a little more popular on British
Columbians' wish lists compared to their shopping lists. More British Columbians are hoping
to receive a new tablet computer (17%, nearly three times as many as plan to give one), e-
reader (13%, about double as many as plan to give one) or smartphone (9%, three times as
many as plan to give one) this year. So in this case, it seems that it is better to receive than to
While the percentages who plan to buy/have bought or who want to receive these newer
technology items are fairly small, they are in fact very similar to more "traditional" electronic
items. These include computer equipment (7% plan to buy/have bought as gifts in 2011, 12%
want to receive), electronic items such as video or audio equipment (11% as gifts, 12% want to
receive), digital cameras or camcorders (3% as gifts, 8% want to receive) and video game
hardware (4% as gifts, 3% want to receive).
Further, when planned gift-buying rates are compared to current ownership of these same
newer technology items, it continues to highlight just how desirable these products are as gifts.
According to Ipsos' Inter@ctive Reid Report from July 2011 (fielded among 842 online
Canadians), 32% of Canadians own a smartphone/web enabled phone, 10% an e-reader and
7% a tablet computer.
"These results demonstrate to us that the newest technology items have very quickly taken
their place in the holiday shopping roster and suggest they are likely to prove popular as gift
items for the holiday season in 2011," says Catherine Dawson, Senior Vice President at Ipsos
These are the findings of an Ipsos Reid study fielded from October 26 to 30, 2011.
This online survey of 1,299 adult British Columbians, 18 years and older, was conducted
using Ipsos Reid's proprietary "Voice of the West Interactive Forum" – an online panel of more
than 6,000 British Columbians who have been randomly recruited to match the overall
characteristics of the adult residents of the province. Statistical margins of error are not
applicable to online studies of this nature, however, an unweighted probability sample of this
size, with a 100% response rate, would have an estimated margin of error of +/- 2.7
percentage points, 19 times out of 20.
For more details on this release, please contact:
Senior Vice President
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public
opinion research, and research partner for loyalty and forecasting and modelling insights. With
operations in eight cities, Ipsos Reid employs more than 600 research professionals and
support staff in Canada. The company has the biggest network of telephone call centres in the
country, as well as the largest pre-recruited household and online panels. Ipsos Reid's
marketing research and public affairs practices offer the premier suite of research vehicles in
Canada, all of which provide clients with actionable and relevant information. Staffed with
seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid
offers syndicated information or custom solutions across key sectors of the Canadian
economy, including consumer packaged goods, financial services, automotive, retail, and
technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-
based market research group.
To learn more, please visit www.ipsos.ca.
Ipsos is a leading global survey-based market research company, owned and managed
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Member companies assess market potential and interpret market trends. They develop
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methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).
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