Apple Leading This Holiday Season, Displacing Dell Desktops for the First Time

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Apple has expanded its dominance this year as the top consumer electronics brand for planned holiday purchases topping Dell for the first time as the most popular brand for desktops. Parks Associates saiys that Apple is also the top brand for tablets laptops smartphones home networking routers MP3 players and streaming media devices (Apple TV).

"Apple topped the list of intended brands for desktop purchases for the first time this year," said John Barrett, director, Consumer Analytics, Parks Associates. "In 2011 and 2012, Dell was the top desktop brand, but Apple has displaced it, making Apple now the most popular brand across even more key CE categories."

The research shows the top-five intended brands for desktops:

1. Apple
2. Dell
3. HP
4. Acer
5. Asus

The most popular brands among tablet shoppers are as follows:

1. Apple
2. Amazon (Kindle)
3. Samsung
4. Microsoft (Surface)
5. Acer

For streaming media devices, top brands are the following:

1. Apple TV
2. Roku
3. Buffalo
4. D-Link (Boxee Box)
5. NETGEAR

"Being the 'preferred' brand is certainly an advantage, but consumers can still change their minds," Barrett said. "For example, with streaming media players, Apple is the preferred brand, but many shoppers ultimately end up getting a Roku. Last year, among younger (18-34) shoppers for this device, 34% planned to buy an Apple, and 15% planned to buy a Roku. In a later survey of actual purchases, we found 24% bought an Apple TV and 29% bought a Roku player."

Parks Associates released research last month showing Sony beats Microsoft for game console purchase intentions this holiday season. Samsung is the top brand for flat-panel TVs, and Amazon is the top e-book reader brand.

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Tags: apple  dell 

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