CEMA Survey Finds Father's Day Gift Preferences
Digital Products PROVE Popular with Dads

A survey conducted last week by the Consumer Electronics Manufacturers Association (CEMA) found that digital consumer electronics products top Dad's list of Father's Day gift ideas. When asked to choose from a list of consumer electronics devices, the majority of fathers surveyed (25 percent) indicated that they would like to receive a personal computer, or a digital camera or camcorder (15 percent) as a Father's Day gift. A DVD player and a color television tied for third place (8 percent each) and a cellular phone or pager ranked fifth (6 percent).

"Fathers' preference for digital products is reflective of the overall shift in the consumer electronics marketplace,'' commented Gary Shapiro, CEMA president and father of two boys. ``As consumers come to understand the power, flexibility and value of digital products, their desire for them continues to increase.''

Children's perception of what their fathers would like as a Father's Day gift, did not always coincide with fathers' overall preferences, although the top five products remain consistent throughout the survey. A color television for example, was the gift most children thought their fathers would like (10.4 percent) followed by a digital camera (9.6 percent), a computer (9.5 percent), a DVD player (6 percent) and a cellular phone or pager (5 percent).

While women predicted their father's preferences slightly more accurately than men did, the age of the children was a strong predictor of how accurately respondents guessed what their fathers wanted. Children between the ages of 25 and 34 most accurately ranked their father's preferences for Father's Day gifts.

"It seems clear from the research that children want to get their fathers the gifts that the children most want for themselves and that the entire family can enjoy,'' commented Shapiro. "I suspect that my kids' proposal to get a high definition television for Father's Day is not entirely unselfish!''

CEMA's survey was fielded via telephone interviews conducted in June 1999 to a random sample of 1,000 U.S. households.