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.
About Parks Associates
Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.
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