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Nearly two-thirds (64%) of Americans plan to spend at least part of their 2013 holiday gift budget on electronic devices, according to a recent report by Ipsos Public Affairs.

That proportion is significantly higher among households with children (84%) and those 18-34 years old (74%). Americans 55 and older are least likely (49%) to spend on electronic devices for gifts.

However, for most people, electronics are just part of the mix of gifts; very few say they will spend more than 75% of their holiday budget on devices.

Below, additional key findings from the report, which was based on data from an online survey of 1,000 US adults.

What They're Buying

  • Tablets (29% plan to purchase) are the most popular electronic device for this holiday gift-giving season, especially if there are children in the household (38%).
  • Gaming stations/consoles (24%) are second, and they are also very popular in households with children (37%).
  • Headphones/earbuds (19%) are third, followed closely by a laptops, televisions, smart/mobile phones, and iPods.

Why They're Buying

  • 45% of those who say they will be buying an electronic device as a gift this season are looking to give someone a device they have never owned before.
  • 34% do not know exactly why the recipient was asking for an electronic device gift.
  • 28% say they are buying to replace a device with the most recent version.
  • 16% are buying to replace a broken or lost device.

About the research: The report was based on data from an online survey of 1,000 adults 18 years of age or older in the contiguous US. The panel was balanced to be representative of the general population based upon region, gender, age, and household income.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji