Peanut Labs Gen-Y Survey Finds Apple and HP Computers "Must-Have" Holiday Gifts

Market Wire, December, 2007

Peanut Labs, Inc., provider of unmatched Gen-Y sample for market researchers, today announced the results of its Gen-Y holiday shopping survey, in which America's influential 13- to 25-year-olds share their shopping intentions for the holiday season. Overall, Gen-Y has indicated their spending will be up slightly, with specific purchase intentions beyond gaming systems pointing to evolving technology brand preferences.

Gen-Y Holiday Spending

34 percent of Gen-Yers indicate they intend to spend more than $300 this holiday season, up some two percentage points this year over last year, when 32 percent of Gen-Y spent that amount. The second most popular spending response was $101-$200, at 24 percent, followed closely by $201-$300 at 22 percent. Gen-Y indicated that they will spend on average between $26 and $50 per gift, which they note as the same amount that they expect their parents to spend per gift on average.

Hottest Holiday Gifts

Consumer electronics like video game consoles, computers and Mp3 players are hotter than ever this holiday season, with 54 percent indicating them as the type of gift they want most, versus 52 percent in 2006. Gift cards/cash follow consumer electronics as this year's second hottest gift item. Desktop and laptop computers are this year's hottest holiday gift item, with Apple and HP as the particular brands topping wish lists. Gaming systems follow computers closely, with the Nintendo Wii the clear choice, followed by the Xbox 360 and then the PlayStation 3. Other hot consumer electronic items include iPods as the most popular Mp3 player, Canon digital cameras and iPhones representing the most popular cell phone. This year's hottest toy will be the Nintendo Wii, followed by the video game Guitar Hero.

Shopping Habits

This year, Gen-Y will spend the most money on girlfriends or boyfriends, rather than family, which led the way in 2006. In 2007, Gen-Y is working harder than ever, with more indicating they earn their holiday spending money via jobs over borrowing from family or savings than last year. An overwhelming majority, 70 percent, indicate they intend to shop both online and in retail stores, but those who chose only one will opt to shop at retail stores. Amazon.com and eBay should expect copious Gen-Y internet traffic, as the two most popular online shopping destinations this holiday season. As a demographic, Gen-Y shoppers appear to be organized and believe in Black Friday with the majority beginning to shop while "still digesting," that is, just after Thanksgiving.

"Gen-Y proves time and time again to be the bellwether for up-and-coming consumer trends," said Murtaza Hussain, chief executive officer at Peanut Labs. "Their choices this holiday season will not only affect their direct spend, but also directly influence the overall family holiday spend. These results should prove intriguing for companies like Apple, HP, Nintendo or Amazon, who top Gen-Y's list this year."

The survey, carried out among 1175 Gen-Y respondents active on leading social networks, tracks the spending and shopping intentions along with the hottest holiday items for the 2007 holiday season. For more information or a copy of the complete results, please contact Peanut Labs.

About Peanut Labs

Peanut Labs is changing the way online market research is accessed and delivered, providing unparalleled access to millions of 13- to 25-year-olds that comprise today's Gen Y audience. Developer of Sample3.0, the Peanut Labs sample methodology taps into more than 70 social networks including MySpace, Facebook, and Google OpenSocial. Sample3.0 is quickly becoming the online sampling methodology of choice by leading marketing research firms. More information about Peanut Labs and Sample3.0 can be found at www.peanutlabs.com .

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Media contact: Dan Gould SHIFT Communications 415-412-1068 Email Contact