Thursday, December 13, 2012

Interest in the Surface fell 53% after its price was announced

Consumer preferences in one of this holiday's hottest categories -- tablet computers -- shifted pretty dramatically between the third and fourth quarters, according to a new survey of U.S. households with broadband access published Thursday by Parks Associates.

Among its findings:
For the first time, more U.S. broadband households plan to purchase a tablet for the holidays than a laptop, netbook or Ultrabook.
33% of U.S. broadband households now own a tablet, up from 15% last year, and Parks forecasts 66% of U.S. broadband households will have one by 2013.
44% of holiday tablet shoppers plan to purchase an Apple iPad versus the 24% opting for Amazon's Kindle Fire.
When presented with option of buying an iPad mini, 40% of those who had said planned to buy an iPad changed their minds and opted for the mini.
12% said they planned to buy a Google Nexus and 21% a Microsoft Surface.

"Apple continues to gain strength in key product categories," said Parks' John Barrett in a press release, adding that "The iPad mini launch could cannibalize some iPad sales."
The most dramatic shift, however, was the fall-off in potential Surface buyers.

"Consumers initially expressed interest in the Microsoft Surface," Barett said, "but once pricing and product details were announced, holiday intentions to purchase a Microsoft Surface dropped to 21% in Q4 from 45% in Q3."

From the article, "Interest in the Surface fell 53% after its price was announced" by Philip Elmer-DeWitt.

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