In a Piper Jaffray analysis of 25,000 tweets directed at user handle @Santa and containing the hashtag #WishList, Apple’s iPhone, iPad, iPod and MacBook are all on the top-ten most-mentioned items ahead of Christmas, hinting at strong holiday shopping demand for the products. Although looking to Twitter may not yield the same customer intent data as a formal targeted survey, the results represent a segment of consumers who have enough knowledge of tech to own and operate a Twitter account. Analyst Gene Munster admits the brief Twitter analysis is only a snapshot of the larger market but he views the data as a positive for Apple during the holiday shopping season.
Munster wrote the following regarding the matter:
We would also note that the list encapsulates items that consumers want if money were no object. Although this doesn't directly measure sales, we view the data as a positive, knowing that consumers continue to look to Apple products as the most desirable holiday gift.
As far as demographics go, the study found 29.9% of tweets came from profiles of users between the age of 14 and 17, while a majority (34.5%) were sent out by users between the ages of 18 and 21. After the peak demographic, 21.8% of tweets originated from accounts belonging to users between the ages of 22 and 25, 9.2% from those between 26 and 29 years old and 4.5% from users over the age of 30.
Do you have an Apple product on your wish list this holiday season?
Source: Piper Jaffray