Press release
Roku and Harris Poll 2022 Survey Reveal Holiday Shoppers Expect to Increase Spending on Gifts and Shop Earlier
More holiday shoppers stream TV in a typical week than watch traditional TV Ninety-eight percent of Gen Z and Millennial holiday shoppers have streamed in
About this update from Roku, Inc.
[{"type":"text","content":"\nMore holiday shoppers stream TV in a typical week than watch traditional TV\n\nNinety-eight percent of Gen Z and Millennial holiday shoppers have streamed in the past three months\n\n SAN JOSE, Calif.--(BUSINESS WIRE)--\nToday, Roku, Inc. (Nasdaq: ROKU) announced findings from its 2022 Annual Holiday Consumer Shopping study in partnership with The Harris Poll. This year’s survey of nearly 2,000 U.S. adults who plan to purchase gifts finds that holiday shoppers plan to shop earlier, increase spend, and turn to TV streaming for entertainment and information.\n\n“The holidays reveal the shopping trends that will shape the year ahead,” said Asaf Davidov, Head of Ad Measurement and Research at Roku. “Brands that message value, ramp up advertising early, and surprise and delight in streaming TV are set to take the share this season.”\n\nThe 2022 survey reveals:\n\nSpending Is Set to Increase Amid Inflation\n\nThis holiday season, shoppers plan to spend an average of $993 on holiday gifts, a 6% increase from 2021 ($938). Streamers plan to spend 18% more than non-streamers ($1011 vs. $855, respectively), highlighting the need for marketers to get in front of this critical group.\n\nConsumers Are Shopping Earlier and Saving Ahead for Inflation\n\nMore than half of holiday shoppers (56%) either started or will start saving earlier this year to prepare for the holiday season, including 70% of Millennials. One in four (25%) say they have already begun their holiday shopping, a greater percentage than in 2021 (21%), 2020 (21%), and 2019 (22%).\n\nTV Streaming Widens Gap Over Traditional TV\n\nTV streaming, in terms of time spent streaming and subscription numbers, is at its highest for holiday shoppers since this survey began. Holiday shoppers now report spending an average of 10.7 hours per week watching streaming TV (10.5 in 2021; 9.5 in 2020; 8.0 in 2019; and 4.7 in 2018) and nearly 9 in 10 (89%) have streamed in the past three months (86% in 2021 and 85% in 2020). Among Gen Z holiday shoppers, 98% have streamed in the past three months. Additionally, among those holiday shoppers who subscribe to a streaming service, 21% subscribe to more than four (up from 13% in 2021; 8% in 2020; and 2% in 2019).\n\nTV Streaming Ads Drive Product Research and Purchase\n\nAs consumers spend more time streaming TV, ads are increasingly influencing brand...