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 the past three months
“The holidays reveal the shopping trends that will shape the year ahead,” said
The 2022 survey reveals:
Spending Is Set to Increase Amid Inflation
This holiday season, shoppers plan to spend an average of
Consumers Are Shopping Earlier and Saving Ahead for Inflation
More 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%).
TV Streaming Widens Gap Over Traditional TV
TV 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).
As consumers spend more time streaming TV, ads are increasingly influencing brand research and may increase purchases from the TV screen. Holiday shoppers are more likely this year to have looked up brand or product reviews on a search engine after seeing a brand or product advertised on a streaming service or device (39% in 2022 vs. 32% in 2021). Nearly 1 in 3 holiday shoppers (29%) have engaged with an interactive ad experience while streaming a TV show or other video content.
"Now in our fifth year of conducting this research, we see that holiday shoppers are not only spending more time streaming content, but also looking up brand or product reviews after seeing an ad at record rates. This offers brands the opportunity to differentiate and engage with their audiences in ways that simply don't exist on traditional TV," said
The Roku Holiday Shopper survey was conducted online within
The full report can be accessed online.
Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the
This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to consumers’ holiday shopping intent; trends in cord cutting and TV consumers‘ shifting away from linear TV to streaming; trends in marketing and advertising; factors affecting such trends and intent; how such trends and factors will develop; and the need for marketers to realign their advertising investments and focus. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports
Roku is a registered trademark and Roku TV is a trademark of