By Nicole Melzer
It’s November, which means Christmas is just around the corner, and I am slowly getting into the right mode for the festive period.
A recent survey, conducted by Ernst & Young, reveals how people in Germany will spend approximately €273 on Christmas presents. This got me thinking about my own Christmas shopping and what to buy for my mum, dad, brothers, sister, cousins, grandma, grandpa, sister-in-law, nephew, brother-in-law, my best friend and her husband – wow, that’s a lot of people! With this in mind, I began to panic. A reasonable shopping budget is good, however, I hope that Ernst & Young’s results take into account more than just three family members or friends. Then there is the same dilemma that I’m faced with every year, what can I buy them? My first idea: socks for all of them, but that’s not very creative, so maybe I should think of something else. I decided that I needed some help and a source of inspiration, so I grabbed my smartphone and began my hunt for the latest Christmas apps.
It seems I am not the only one who is resorting to using apps for my Christmas shopping, according to a recent survey, conducted by Inside Mobile Apps, 25 percent of its respondents will use an app for holiday shopping this year. Furthermore, LEAD digital reported that, in 2012, 1.76 billion apps were downloaded all over the world, with the USA taking the lead with 604 million apps.
The range of Christmas apps is growing – for example, there’s special Christmas ringing tones, Christmas countdown, Christmas Tree Live Wallpaper, Funny Santa Videos, Christmas Carols, Christmas with Charlie Brown and many more – however, the latest is the “en vogue” app, which is described as a “relationship-butler”. Not only does the app remind you of important festive days, birthdays and important occasions, but you will also receive a list of suggested gifts. The “relationship-butler” simply looks at your family or friends Facebook profile, as well as your own, and scans your wishes, interests, and personal preferences, to find the perfect gift. Once you’ve found the right one, you can buy it online using your smartphone, which we’ve already discovered many people are in favor of.
It’s no surprise that mobile shopping has become an increasing trend for 2013 and, with the rapid proliferation of smartphone devices, it will undoubtedly continue to grow into 2014. For example, according to a report, conducted by Toluny QuickSurveys, 24 percent of Brits used a mobile device for shopping in 2012. The USA showed similar shopping behaviours and were 4 percent more likely to shop using a mobile device or tablet.
So, what does this tell us about Christmas today? Mobile devices are certainly playing an increasingly bigger role than previous years – it’s like Christmas in your pocket, where you can listen to the sound of bells, play a Christmas carol, and complete all of your Christmas shopping straight from your mobile device. The idea of a “relationship-butler” sounds interesting, but personally I believe there are two hooks. Firstly, not everybody from your friends or family is on Facebook. Secondly, an app couldn’t possibly take all of your interests or tastes into account, not like a human does anyway. Of course, there is a big amount of personal data on Facebook, but posting pictures of your favorite cocktail bar could potentially draw to the wrong conclusion. Finally, it's all a matter of budget, and so my search begins for an app to help me with my Christmas funds.
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