Clues of the tech newsmedia publishers will need to reach is implicit in what readers plan to buy themselves or others for Christmas.
Analysis of Australia's emma data shows that while mobile phones are still top of the list - with 1.7 million intending to buy one, just 82,000 of which are new users - 93 per cent of the 1.5 million buying the second-ranked GoPro camera will be first-time owners.
Missing from this year's top ten list - prepared to encourage advertisers to use newsmedia - is tablets, which have dropped 20 per cent to 11th place.
NewsMediaWorks says the biggest mover has been pay TV/streaming services, which moved up four places, while portable gaming devices - although outside the top ten - has grown 26 per cent.
Smart watches, of which there are currently 1.5m users in Australia, are set to be taken up by 962,000 new users (66 per cent growth) with Go-Pro (+55 per cent), wireless speakers (+24 per cent) and fitness monitors (+21 per cent) also set for high growth. At the other end of the scale, nearly all intended mobile phone and laptop purchases are replacements or additions.