Apple products leading in multiple CE categories this holiday season, displacing Dell desktops

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

Dallas, Texas, December 4, 2013 - 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. Contact Holly Sprague at 720.987.6614, hsprague@gmail.com for more 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 through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions. http://www.parksassociates.com

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