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Christmas Day dubbed ‘Tablet Tuesday’

20 December 2012
Christmas Day dubbed ‘Tablet Tuesday’

Christmas Day (December 25) is set to break downloading records as consumers redeem vouchers bought at the last-minute, according to new research from Mindshare.

Mindshare’s proprietary research tool Mindreader found that almost half (45%) of the UK population now download content on a monthly basis.

As such, the global media agency has dubbed Christmas Day as ‘Tablet Tuesday’, with the cold weather and last minute online voucher purchasing pointing towards a rush to redeem digital vouchers and fill up new devices with games, music and video content.

“Perhaps unsurprisingly the love affair with new devices such as tablets and smartphones has led to a boost for the content industry,” says Mindshare Worldwide global digital leader Norm Johnston. “I expect Christmas Day will be one of the busiest days for downloading digital content.”

“Many people now give vouchers as last minute presents because apps and digital content is instant – there is no supply chain, which suits today’s consumer who doesn’t want to wait for anything – making it the perfect last minute gift,” he adds.

A similar pattern is set to emerge across Northern Europe, where spending on gifts is increasing. In Germany, in particular, 70% of consumers are planning to buy Christmas presents online, according to research from Ernst & Young.

The same situation is also apparent in Asia where online sales dominate. However, there is more caution among consumers due to the fragile economy.

“This Christmas is a season of cautious optimism for marketers. Last year companies were full of confidence but now they are more pragmatic and conscious of the bottom line,” says Mindshare South and Southeast Asia chief executive Gowthaman Ragothaman.”

“The rising convergence of technology will ensure that digital gifts are increasingly popular,” he adds. “There will be a growth in demand for iTunes gift cards and Amazon gift coupons and the younger generation is likely to send each other such gifts more than ever before.”

However, despite the rise in digital, the high street will still remain intact, adds Johnston.

“I would advise companies not to panic,” he says. “Christmas is not a virtual holiday and the increase of digital consumption is merely a change in how consumers are finding, buying and having their gifts delivered. This means that an increasing focus on the consumer journey – from initial awareness, through to research and the decision to purchase – is required.”

“Companies have to pay more attention to more different channels and in particular the role digital plays, but they should see it as an opportunity rather than a setback,” concludes Johnston.

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Jenni Baker, London

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