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November 29, 2012

Parks Associates Survey Shows CE Spending Increase, Tablets Most Popular Item

By Colleen Lynch, TMCnet Contributor

According to a new Consumer Analytics research report from Parks Associates (News - Alert), holiday shoppers in the U.S. will spend approximately 33 percent more on CE devices this season compared to last year.

The survey took a look at 2,500 U.S. broadband households between October and November of 2012, and found a significant increase in spending per household, with much of the money going to CE devices.

But which devices? Specifically, the study found that tablets and smartphones will constitute the bulk of CE purchases this holiday season, edging out the laptop. 

Image via Shutterstock

Company-wise, Parks Associates reports that most consumers expressed their preferences for Apple (News - Alert)-branded devices, such as the iPad and the iPhone.

John Barrett, director of Consumer Analytics at Parks Associates, commented on the significance of the findings, saying, “Twenty-six percent of U.S. consumers intend to spend more on CE, the best rate since 2008. For the first time, more U.S. households plan to purchase a tablet than a laptop, netbook, or Ultrabook computer.”

The numbers break down as such: 63 percent of households plan to make at least one CE purchase for the holiday season. This marks a 37 percent increase over the last year, and the totals for the entire U.S. are even more interesting.

Last year, the average amount spent on CE devices during the holiday season was about $793 per household. This year, that number has spiked to approximately $1,058 per household.

The reasoning behind this increase can certainly be connected to the booming tablet market.

“The introduction of the Microsoft (News - Alert) Surface tablet brought some enthusiasm from consumers,” explained Barrett, “but interest dropped sharply once Microsoft announced pricing and the additional cost of the keyboard attachment.”

Barrett believes this is the reason so many respondents favored Apple.

“The iPad Mini, conversely, is luring many tablet buyers with its lower price point,” said Barratt.

The new trend is that many consumers (especially those between the ages of 25 and 34, earning about $75,000 to $100,000 annually) are using their tablets as a substitute for the laptop.

Parks Associates found that the tablet offers consumers the features of a laptop, but with a portability that is hard to compete with, which accounts for the popularity of the device.

Additionally, the study found that across the board, online purchasing is also on the rise. One statistic gathered in the study states that 47 percent of tablet shoppers plan to purchase their tablets online.

This number marks an increase from the 32 percent reported last year. In the case of televisions, 25 percent plan to purchase online this year, compared to 17 percent in 2011.

These findings are enlightening, especially given the state of the economy in the country currently, and shows promise for the CE seller and developer companies into the New Year.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Brooke Neuman
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