Santa Claus Digital 2021: boost in technology acquisition

During the weeks between Good End and Three Kings Day each year in Mexico, around a third of total technology consumption takes place, driven by celebrations, the typical seasonal offers and the increase in the purchasing power of households. All this, derived from the perceptions granted at the end of the year such as the Christmas bonus, Christmas bonuses and other income.

This is the most relevant period and in which the commercialization of technological devices and services gains momentum.

Renewal and purchase of smartphones as a Christmas gift. Precisely, one of the markets in which the acquisition is triggered is in that of smart mobile phones or smartphones, with the aim of guaranteeing the list of Santa Claus, well, and also of the Three Kings.

The Competitive Intelligence Unit (The CIU) estimates that by the end of 2021, 93.5% of mobile users will own a smartphone, given the need for technological renewal and the arrival of the holidays.

In terms of revenues, it is projected that in the fourth quarter of 2021 (4Q-2021), the sale of mobile equipment will amount to $ 28,156 million pesos, to reach an annual aggregate of $ 97,493 million pesos in 2021. This represents the return of positive numbers for the market, registering an annual growth of 4.7% compared to 2020, despite the negative impact generated by economic uncertainty and the contraction in the supply of devices due to the shortage of processors and other components.

Video games in the letter to Santa Claus. Another common request in the Santa Claus list and it acquires greater relevance this season, this high demand for video games is related to the growing number of gamers, which is expected to reach 76.7 million by the end of 2021, 6.1% more than the 72.3 million. million in 2020, given the massification of smartphones and business models that allow playing for ‘free’.

The launch of new generations of consoles such as Xbox Series S | X and PlayStation 5 has been a main factor for the estimated revenue from the purchase of consoles and video games to reach $ 12,705 million pesos during 4Q-2021, a figure that represents 36.5 % of the total generated in 2021 ($ 34,807 million pesos, annual growth of 5.9%).

Seasonality in the purchase and desire to own video games has an impact on the level of sales recorded at the end of each year. In such a way that, during the last quarter of this year, an increase in sales of 62.2% is estimated compared to the third quarter of 2021, despite the fact that this industry has also been diminished by a shortage of new generation consoles, before high consumer demand.

Consumers at the end of the year hope to take advantage of the wave of offers, promotions, discounts and payment facilities available, not only to give away or fulfill the list of the smallest in the house, but also to renew their technological products. With what, without a doubt, smartphones, consoles and video games will be three of the most sought after products by Santa Claus.

Based on this boost in the consumption of digital devices and services during the end of the year, it is possible to affirm that Santa Claus is more digitized and will be more technological than ever.


Ernesto Piedras

Director General de The Competitive Intelligence Unit

Competitive intelligence

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