Consumers Will Purchase Apple iPad Over Kindle Fire This Holiday Season

Parks Associates releases new holiday CE shopping data from 4Q 2012 survey

News provided by

Dec 13, 2012, 12:41 ET

DALLAS, Dec. 13, 2012 /PRNewswire/ -- New Consumer Analytics research from Parks Associates indicates consumers continue to prefer Apple over the other top brands in tablets, with 44% of holiday tablet shoppers planning to purchase an iPad 2 versus 24% opting for the Kindle Fire. The Microsoft Surface comes in at 21% with the Google Nexus last at 12%.

(Logo: http://photos.prnewswire.com/prnh/20120307/MM66462LOGO)

"Apple continues to gain strength in key product categories," said John Barrett, Director, Consumer Analytics, Parks Associates. "In the tablet market, consumers initially expressed interest in the Microsoft Surface, but once pricing and product details were announced, holiday intentions to purchase a Microsoft Surface dropped to 21% in Q4 from 45% in Q3."

Chart: http://blast.parksassociates.com/extras/pressreleases/2012/tablet-holidaypr-2012.gif

Parks Associates' holiday survey from October-November 2012 shows, for the first time, more U.S. broadband households plan to purchase a tablet than a laptop, netbook, or Ultrabook. Thirty-three percent of U.S. broadband households now own a tablet, up from 15% last year, and Parks Associates forecasts 66% of U.S. broadband households will have a tablet by 2013.

"The iPad mini launch could cannibalize some iPad sales," Barrett said. "When presented with this new product option, 40% of iPad intenders opted for an iPad mini."

The new research also indicates headphone/earbud products continue to benefit from tablet and smartphone adoption. This category is in the top-five CE product purchases for the second year in a row.

Analysts are available for comment on holiday CE purchase forecasts and 2012 trend overviews. To request a meeting, contact Holly Sprague at 720.987.6614.

Parks Associates is hosting CONNECTIONS™ Summit at CES, January 8 in Las Vegas. Visit http://www.parksassociates.com or contact [email protected], 972-490-1113 for information.

About Parks Associates

Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, and Smart Energy Summit. http://www.parksassociates.com

Holly Sprague
Parks Associates
720.987.6614
[email protected]

SOURCE Parks Associates