U.S. Consumers Plan to Spend Over 33 Percent More on Ce Devices This Holiday Season
Parks Associates, a market research and consulting company that specialized in emerging consumer technology products and services, through its New Consumer Analytics research, shows that U.S. consumers plan to spend over 33 percent more on CE devices this holiday season compared to last year, with the total amount increasing from $793 per household in 2011 to $1,058 in 2012.
The study surveyed 2,500 U.S. broadband households from October to November 2012, found 63 percent of households plan to make a CE purchase. This is a 37 percent increase over last year. Tablets and smartphones are the most popular items, and consumers show the greatest preferences for the Apple iPad and iPhone.
U.S. Households Plan to Buy Tablets This Year
“Twenty-six percent of U.S. consumers intend to spend more on CE, the best rate since 2008,” said John Barrett, director, Consumer Analytics, Parks Associates. “For the first time, more U.S. households plan to buy a tablet than a laptop, netbook, or Ultrabook computer.”
Parks Associates discovers customers want a device that provides both advanced features and portability but they have yet to find the products that blend the benefits of laptops and tablets. Customers who are 25-34, earn $75,000-$100,000 yearly, or already own a tablet or multiple desktops/laptops are likely to consider tablets as laptop substitutes.
Microsoft Surface Tablet Brought Some Enthusiasm From Consumers
“The introduction of the Microsoft Surface tablet brought some enthusiasm from consumers, but interest dropped sharply once Microsoft announced pricing and the additional cost of the keyboard attachment,” Barrett said. “The iPad Mini, conversely, is luring many tablet buyers with its lower price point.”
In nearly all product groups, intents to buy online are also increasing. For instance, 47 percent of tablet shoppers want to buy online compared to 32 percent last year, and 25 percent of people searching for a flat-panel TV will buy online, compared to 17 percent in 2011. For almost all CE products, online shoppers prefer online stores of traditional brick-and-mortar retailers, such as Best Buy. These findings show retail chains, in spite of present short-term challenges, will have a long-term role in selling and serving CE devices.
Parks Associates Will Provide Consumer Data and Industry Trends
Parks Associates will present consumer data and industry trends on connected CE, second-screen services, and tech support at CONNECTIONS(TM) Summit at CES, January 8 in Las Vegas