Amazon's Kindle Fire may have captured headlines in late 2011, but even
after establishing a new key price point to help fuel strong
sales/interest by consumers for media tablets beyond Apple, the device
category has yet to quell interest in portable computers. One in three
respondents in an ongoing tracking study said they plan to purchase a
laptop computer in the first half of 2012.
Additionally, 16% of respondents to ABI Research's Technology Barometer
also said they plan to acquire a media tablet. Consumers expressed
greater purchase intent in both computing form factors compared to the
previous survey. "US consumers are holding on to home PCs longer," says
consumer research group director Jeff Orr. "This has created a near-term
opportunity for the incremental purchase of media tablets. Consumer
interest also remains strong for laptops, which include the new, slimmer
Media tablets, however, are taking market away from the US netbook
opportunities, which continue to see less purchase intention from
consumers surveyed. Netbooks remain a significant contributor to
emerging markets, where home PC penetration remains low.
US PC desktop ownership fell, from 81% of respondents down to 75% in the
latest results, while Windows PC laptop ownership climbed to 64% from
61%. Apple laptops also continue to gain share, capturing 11% of
respondents in the most recent survey, up from the previous 9%. Amazon's
Kindle Fire, as well as other lower-priced media tablets, helped boost
Android's position, doubling its previous 3% share. Apple meanwhile
boosted its iPad position to 8% of respondents (up from 5%).
"User experience and pricing are key levers formedia tablet
manufacturers when competing against Apple," says Orr. Amazon's Kindle
Fire jumped to the second position behind Samsung for Android media
tablet market share after less than one month on the market. "Apple's
lead is safe for the time being, though the sheer number of competitors
will continue to whittle away at the iPad's market share, particularly
when more consumers embrace tablets as laptop alternatives."
ABI Research's two surveys, "Wave
3 US Computer Purchase Intent," (http://www.abiresearch.com/research/1011128)
3 US Computer Ownership," (http://www.abiresearch.com/research/1011127)
track consumer behavior, purchase intent, brand preferences, and devices
within the digital home.
They are part of ABI Research's Technology
Barometer: Connected Home and Computing Service (http://www.abiresearch.com/products/service/Technology_Barometer_Connected_Home_and_Computing_Research_Service).
ABI Research provides in-depth analysis and quantitative forecasting of
trends in global connectivity and other emerging technologies. From
offices in North America, Europe and Asia, ABI Research's worldwide team
of experts advises thousands of decision makers through 40+ research and
advisory services. Est. 1990. For more information visit www.abiresearch.com,
or call +1.516.624.2500.
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