Apple Products Lead Computer Brand Purchase Intentions For Tablets, Laptops, Smartphones And Desktops

Parks Associates have announced new research showing Apple has expanded its dominance this year as the top CE brand for planned holiday purchases, topping Dell for the first time as the most popular brand for desktops. Apple is also the top brand for tablets, laptops, smartphones, home networking routers, MP3 players, and streaming media devices (Apple TV).

“Apple topped the list of intended brands for desktop purchases for the first time this year,” says John Barrett, director, Consumer Analytics, Parks Associates. “In 2011 and 2012, Dell was the top desktop brand, but Apple has displaced it, making Apple now the most popular brand across even more key CE categories.”

The research shows the top-five intended brands for desktops:
1. Apple
2. Dell
3. HP
4. Acer
5. Asus

The most popular brands among tablet shoppers are as follows:
1. Apple
2. Amazon (Kindle)
3. Samsung
4. Microsoft (Surface)
5. Acer

For streaming media devices, top brands are the following:
1. Apple TV
2. Roku
3. Buffalo
4. D-Link (Boxee Box)

“Being the preferred brand is certainly an advantage, but consumers can still change their minds,” Barrett notes. “For example, with streaming media players, Apple is the preferred brand, but many shoppers ultimately end up getting a Roku. Last year, among younger (18-34) shoppers for this device, 34% planned to buy an Apple, and 15% planned to buy a Roku. In a later survey of actual purchases, we found 24% bought an Apple TV and 29% bought a Roku player.”

Parks Associates released research last month showing Sony beats Microsoft for game console purchase intentions this holiday season. Samsung is the top brand for flat-panel TVs, and Amazon is the top e-book reader brand.

2013 Holiday CE Purchase Intentions features consumer research from a nationwide survey of 2,500 U.S. broadband households fielded in 4Q 2013. Data on other CE devices are also available. Contact Holly Sprague at 720.987.6614, for more information on Parks Associates’ CE holiday shopping research.

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2013 Holiday CE Purchase Intentions

2013 Holiday CE Purchase Intentions analyzes consumer intentions to purchase CE devices during the holiday shopping season. It gauges which products are in highest demand, which brands consumers intend to purchase, how much they intend to spend, and from which channels they intend to purchase. Particular attention is given to tablets and game consoles.
The percentage of consumers intending to spend more on holiday CE purchases has not risen, and the percentage willing to spend less is proportional to the percentage intending to spend more. This suggests the CE market is reaching a new equilibrium point where spending will hold steady. – John Barrett, Director, Consumer Analytics, Parks Associates

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