New consumer study tracks consumer buying habits, especially faced with tight budgets
Parks Associates newest Consumer Insights Dashboard, Tech Ecosystem Dashboard, reveals that in Q1 of this year, HP took the sales lead in the laptop category, rising to 25% of all consumer-reported purchases and overtaking Apple for the first time since 2020. Apple dropped to 22% in Q1 2024 from 29% in Q3 2023. Sales for Dell increased modestly to 17% but in general are consistent relative to previous years.
The consumer study of 8,000 US internet households focuses on four main brand ecosystems — Apple, Amazon, Samsung, and Google — tracking movement of foundational market metrics, such as product or service adoption, household spending intentions, and churn.
“While Apple has traditionally been the brand of choice for personal computing, content creators, and students, Windows-based devices remain a staple in the workplace,” said Sarah Lee, Research Analyst, Parks Associates. “These traditional use cases are getting more mixed, however, especially as HP offers budget-friendly but still trendy options.”
Manufacturers of Windows-based devices offer a variety of hardware best suited for multiple purposes (e.g., work, gaming). Windows-based devices also support a wider range of software options than Apple operating systems. As consumers experiment with and eventually settle into various ecosystems, perceived value and trust become paramount in turning them into sticky, brand-loyal customers.
“Consumer electronics manufacturers and retailers today are faced with customers who are more deal-focused than ever,” Lee said. “The industry can capitalize on this by offering value-driven promotions across a broad range of budgets.”
This research is available for purchase. To schedule an interview with an analyst or to request specific data, please contact Mindi Sue Sternblitz-Rubenstein at mindi.sue@parksassociates.com or 972-490-1113.
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Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.
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