Apple Products Leading in Multiple CE Categories This Holiday Season, Displacing Dell Desktops for the First Time

Apple Products Leading in Multiple CE Categories This Holiday Season, 
Displacing Dell Desktops for the First Time 
Parks Associates Holiday CE Shopping Research Compares Brand Purchase
Intentions among Consumers 
DALLAS, TX -- (Marketwired) -- 12/04/13 --  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
"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) 
"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, for
more information. 
About Parks Associates
 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.  
Holly Sprague 
Parks Associates
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