Parks Associates Holiday CE Shopping Research Compares Brand Purchase Intentions among Consumers

Parks Associates announced new research today 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,” said 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)

5. NETGEAR

"Being the ‘preferred’ brand is certainly an advantage, but consumers can still change their minds," Barrett said. "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, [email protected] for more information on Parks Associates' CE holiday shopping research.

For information, visit www.parksassociates.com or contact [email protected], 972-490-1113.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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