PriceRunner Survey Highlights – Mother’s Day, Father’s Day Gift Buying:
Amplitude Research® conducted this study over a 4-day period from April 6th to April 9th, 2007 among a nationwide web panel. There were 1,000 survey respondents, resulting in a +/- 3.1% maximum sampling margin of error at the 95% confidence level. In this case, the word “maximum” refers to the margin of error being highest for proportions from the survey near 50%,
while declining as percentages get further from 50%. For example, the sampling margin of error for a result from the survey near 10% or 90% would be +/- 1.9%. The +/- 3.1% margin of error applies to results from the survey near 50%.
A number of interesting insights about shopping behavior emerged from this survey:
- The majority expects to buy a Mother’s Day gift (72%) and/or Father’s Day gift (58%) this year.
- Median expected spending was $44 for Mother’s Day and $44 (the same) for Father’s Day.
- Although the proportion expecting to buy a Mother’s Day gift was similar among females (72%) and males (71%), the proportion expecting to buy a Father’s Day gift was noticeably higher among females (67% vs. 49% of males). This held true not only for the total sample, but also within different age groups:
o Among those under 35 years old, 77% of females and 68% of males expect to buy a Father’s Day gift this year.
o Among those 35 to 49 years old, 71% of females and 47% of males expect to buy a Father’s Day gift.
o Among those 50 to 64 years old, 39% of females and 26% of males expect to buy a Father’s Day gift.
It is worth keeping in mind that these results are based on a nationwide web panel, meaning that the study findings can be thought of as applying to regular Internet users. The results above, though, are still noteworthy because people can use the Internet in many different ways, which may or may not include shopping.
Cross Tabulation of Data for Gender, Age and Political Preference:
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Do you expect to buy a Mother’s Day gift this year? |
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Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
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Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
|
Yes |
385 72.37% |
332 70.94% |
331 83.38% |
277 72.89% |
97 50.79% |
12 37.5% |
216 68.35% |
216 77.14% |
191 69.45% |
|
No / not applicable |
147 27.63% |
136 29.06% |
66 16.62% |
103 27.11% |
94 49.21% |
20 62.5% |
100 31.65% |
64 22.86% |
84 30.55% |
|
Total |
532 |
468 |
397 |
380 |
191 |
32 |
316 |
280 |
275 |
|
Mean |
1.28 |
1.29 |
1.17 |
1.27 |
1.49 |
1.63 |
1.32 |
1.23 |
1.31 |
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Median |
1.0 |
1.0 |
1.0 |
1.0 |
1.0 |
2.0 |
1.0 |
1.0 |
1.0 |
|
SD |
0.45 |
0.45 |
0.37 |
0.44 |
0.5 |
0.48 |
0.47 |
0.42 |
0.46 |
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Significance |
|
|
D, E, F |
C, E, F |
C, D |
C, D |
h |
g, i |
h |
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
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Do you have a spending range in mind for Mother’s Day? |
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Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
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|
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
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Less than $10 |
1 0.26% |
5 1.51% |
3 0.91% |
3 1.08% |
0
|
0
|
3 1.39% |
1 0.46% |
1 0.52% |
|
$10 to $24 |
80 20.78% |
50 15.06% |
56 16.92% |
49 17.69% |
22 22.68% |
3 25.0% |
26 12.04% |
48 22.22% |
32 16.75% |
|
$25 to $49 |
144 37.4% |
108 32.53% |
129 38.97% |
95 34.3% |
24 24.74% |
4 33.33% |
81 37.5% |
86 39.81% |
56 29.32% |
|
$50 to $74 |
75 19.48% |
65 19.58% |
59 17.82% |
54 19.49% |
26 26.8% |
1 8.33% |
50 23.15% |
36 16.67% |
34 17.8% |
|
$75 to $99 |
26 6.75% |
35 10.54% |
29 8.76% |
23 8.3% |
7 7.22% |
2 16.67% |
20 9.26% |
14 6.48% |
22 11.52% |
|
$100 or more |
36 9.35% |
43 12.95% |
27 8.16% |
39 14.08% |
12 12.37% |
1 8.33% |
27 12.5% |
22 10.19% |
25 13.09% |
|
Don't know / not sure |
23 5.97% |
26 7.83% |
28 8.46% |
14 5.05% |
6 6.19% |
1 8.33% |
9 4.17% |
9 4.17% |
21 10.99% |
|
Total |
385 |
332 |
331 |
277 |
97 |
12 |
216 |
216 |
191 |
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Mean |
3.64 |
3.93 |
3.75 |
3.79 |
3.8 |
3.75 |
3.81 |
3.54 |
4.06 |
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Median |
3.0 |
4.0 |
3.0 |
3.0 |
4.0 |
3.0 |
3.0 |
3.0 |
4.0 |
|
SD |
1.44 |
1.54 |
1.5 |
1.48 |
1.5 |
1.59 |
1.38 |
1.4 |
1.62 |
|
Significance |
B |
A |
|
|
|
|
h |
g, I |
H |
|
Significance Tests Between Columns: Lower case: p<.05 and Upper case: p<.01 |
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Do you expect to buy a Father’s Day gift this year? |
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|
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|
|
Please indicate your gender: |
Which of the following categories includes your age? |
Which of the following best represents your political preference? |
||||||
|
Female |
Male |
Under 35 |
35 - 49 |
50 - 64 |
65 or older |
Democrat |
Republican |
Neither / Independent |
|
|
A |
B |
C |
D |
E |
F |
G |
H |
I |
|
|
Yes |
355 66.73% |
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