2 December 2014
Men choose gifts that won't put them in the dog house this Christmas
Origin Energy and Ipsos Research Australia has today launched the latest Origin Energy Essentials Report - the Gadget Gifting Guide.
The guide reveals the types of electrical devices Australians would like to see under their trees this Christmas, versus those we might actually receive.
"By revealing the devices that are topping wish lists this festive season, the Origin Gadget Gifting Guide could prove helpful to those struggling to decide which gadgets they should be buying for whom," said Anne Armansin, Energy Expert, Origin.
The report also unearths insights and trends about the process Australians undergo when researching and shopping for electrical appliances as gifts, including uncovering some significant differences between genders and generations.
Key findings include:
- Men in tune with women's beauty needs: Almost 1 in 4 women have hair and beauty appliances on their wish lists - the good news is that almost 1 in 4 men plan to buy them
- Men not far off in the kitchen: Kitchen appliances are among those most wanted by women this Christmas (24 per cent) but almost as many men are planning to buy them (19 per cent)
- Some men likely to be disappointed: More than 1 in 4 men would like games or gaming consoles for Christmas, but some may end up being disappointed as children are expected to be the leading recipients of games and gaming consoles
- Smartphones and tablets most wanted gadgets: Almost 1 in 3 people want a personal electronic device, however we're more likely to find gaming consoles under the Christmas tree
- We're flocking online to research: More than 4 in 5 Australians plan to research gadget gift ideas online before buying and almost 2 in 3 won't purchase before reading an online review. 25 to 34 year olds are the age group most likely trust social media reviews over salespeople
- Disorganised males: Men are the greatest offenders in leaving shopping for electrical gifts to the last minute and more than 1 in 4 even admit to leaving it until Christmas Eve!
- Bucking the brand trend: Despite younger generations being perceived as brand-a-holics, only 3 per cent of those aged 18 to 24 are most concerned with brand when buying gadgets as gifts.
Dr. Rebecca Huntley, Director of Ipsos Research Australia, which partnered with Origin on the report, said men tend to opt for hair and beauty over kitchen appliances for the women in their lives because they are trying to keep out of trouble.
"Men may feel that a blender or thermomix is associated with chores and therefore not special or romantic enough, whereas hair and beauty appliances are a more personal gift," she said.
It's not just the men who have an agenda when it comes to giving gadgets for Christmas.
"The report reveals men want gaming consoles for Christmas, but in our qualitative research I've heard women complain that gaming can distract their husbands from spending time with the family and doing their bit around the house, so women often prefer to give other gifts instead," said Ms Huntley.
"The results also show just how crucial research is in the purchase of electrical devices, with more than 80% of people conducting research prior to making a purchase and more than two in three consulting online reviews."
Origin's Anne Armansin said that energy is an essential part of our everyday lives, but one that we don't often think about when it comes to giving gadgets at Christmas time, despite the trend towards doing so.
"With Australians set to spend big on electrical gifts this Christmas, we want to help people choose devices that will not only be unwrapped with joy, but also the brands and models that are reliable and energy efficient for their lucky loved ones," said Anne.
Some simple tips from Anne include allowing time to do your research and getting your shopping done well ahead of the Christmas Eve rush.
"Research is critical to making informed decisions about the most suitable brands and models for electronic devices, so it's encouraging to see many Australians are planning to spend time reading reviews, consulting online forums and trawling through their Facebook feeds before opening their wallets this Christmas," she said.
Note: This research was completed by Nature Research between 17 October and 26 October 2014 via an online survey and included a sample of 1,011 Australian residents that take part in Christmas celebrations, nationally respresentative in location, age and gender.
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