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Consumer tablet interest is huge for the holidays, so who are the winners?

Consumer tablet interest is huge for the holidays, so who are the winners?
A new survey has come out trying to figure out what tablet people are intending to buy this holiday season, and while some of the information is pretty easy to guess (the Apple iPad is the most popular tablet on the list), there were some surprises when it came to the Microsoft Surface and Google Nexus 7. The biggest surprise was that consumer interest in the Microsoft Surface dropped 53% after the price announcement, but Microsoft's tablet still had more interest than the Nexus 7.

The survey was performed by Parks Associates, first to find consumer interest in holiday tech purchases in Q3 of 2012, then again more recently. Not surprisingly, the Apple iPad was the top device with about 44% of consumers intending to purchase an iPad during both sessions of the survey. What is surprising is that in Q3, the Microsoft Surface also had about 44% of consumer interest, then a few things happened: Microsoft announced the price of the Surface, the Google Nexus 7 started gaining attention, and Amazon announced a new line of Kindle Fire tablets. After all of that, interest in the Microsoft Surface dropped to around 21%, just behind the Kindle Fire, which was at 24%. And, the Google Nexus 7, which didn't even register on the Q3 survey, rounded out the Q4 numbers with about 12% of consumer interest. 

Consumer tablet interest is huge for the holidays, so who are the winners?
Of course, as with most surveys, we have some questions about the data. First, are all 3 Kindle Fire tablets counted under the same heading? Because there is only one listing there. Similarly, it doesn't seem as though the Google Nexus 10 was part of the survey, and the graph oddly shows the Apple listing as the "iPad 2", but it seems that includes the iPad 4 as well. Then, the big question is: what's the correlation between intent to purchase, and the actual act of purchasing? So far, projections are mixed on the sales of the Microsoft Surface, but given how many retail stores carry the Surface, the sales do not seem to match the survey's results for intent between the Surface and the Nexus 7. The Nexus 7 has been projected to sell 1 million units in December alone, while it's unclear if the Surface will get to that number for the entirety of Q4. 

It's no surprise that the iPad has the top spot, because for better or worse, it is still seen as the de facto purchase choice for a tablet by most media outlets and casual consumers. The more a consumer knows about the options, the more likely that price and feature set will become a factor, which then skews the choice towards the Nexus line. Of course, the Nexus line also doesn't get the same amount of in-store visibility that other tablets do; and, given that fact, having 12% of consumer interest is actually quite impressive. 

The survey had other interesting findings like the fact that for the first time, more U.S. broadband households plan to purchase a tablet during the holidays than a laptop, netbook or Ultrabook. This seems reasonable, especially with the rise of inexpensive tablet options like the Nexus 7, Kindle Fire, and iPad mini. In that vein, when the Apple iPad mini was added to the survey, 40% of those who had said they planned to buy an iPad changed their minds and said they would go for the lower cost iPad mini instead. Also, 33% of U.S. broadband households now own a tablet, and that number is expected to double to 66% by 2013. 

That means a lot of tablet sales over the next couple of weeks. It should be very interesting to see the Q4 earnings calls when they roll around next year. 

55 Comments
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posted on 14 Dec 2012, 18:36 4

1. wendygarett (unregistered)


Too bad kindle fire and surface are only in US, only nexus 7 and iPad left :/

posted on 14 Dec 2012, 19:33 1

12. JonBjSig (Posts: 176; Member since: 17 Nov 2011)


All 4 are available here in Iceland.

posted on 14 Dec 2012, 19:38

13. Nadr1212 (Posts: 741; Member since: 22 Sep 2012)


I'm totally getting an Xbox 360 WITH Kinect
(yay!!)

posted on 14 Dec 2012, 20:34 2

20. linneti15 (Posts: 49; Member since: 26 Sep 2012)


Well in Australia, they're all available... but yes the ipad is available in a lot more countries

posted on 14 Dec 2012, 20:45 4

23. -box- (Posts: 3784; Member since: 04 Jan 2012)


I'd buy a Surface if it were cheaper. Great product, just not as competitively priced, even if it is the benchmark for the system

posted on 14 Dec 2012, 21:25 1

33. wendygarett (unregistered)


Same with me...

posted on 14 Dec 2012, 21:02 1

28. nando2do (Posts: 53; Member since: 10 Nov 2011)


actually not even nexus 7.. only the ipad and others.. like samsung, asus (other tan nexus) etc

posted on 14 Dec 2012, 22:04 1

34. Peter98 (Posts: 119; Member since: 01 Aug 2012)


Where r u from Wendy?

posted on 15 Dec 2012, 08:47 3

43. sarb009 (Posts: 286; Member since: 15 Jun 2011)


He is from Trolland

posted on 15 Dec 2012, 20:16

51. .MISTER.H. (banned) (Posts: 11; Member since: 14 Dec 2012)


Lmfao that was funny and true!

posted on 14 Dec 2012, 22:41 2

37. jstahl (Posts: 79; Member since: 03 Sep 2012)


are you chinese?

posted on 15 Dec 2012, 11:08

47. networkdood (Posts: 6267; Member since: 31 Mar 2010)


dude, you asked that before...are you? Good..who cares.

posted on 15 Dec 2012, 20:17

52. .MISTER.H. (banned) (Posts: 11; Member since: 14 Dec 2012)


No he's, she's a she€p....

posted on 14 Dec 2012, 18:38 1

2. roscuthiii (Posts: 1789; Member since: 18 Jul 2010)


Don't you hate when you make a stupid household resolution like, "No gifts over $50. Presents this year have to be thoughtful and from the heart."

BAH!!! What a stupid sentiment. I needs my tech fix man! :-\

posted on 14 Dec 2012, 18:40 1

3. snail3 (Posts: 2; Member since: 12 Dec 2012)


I dont see ipad3, 4 and mini on the chart?

posted on 14 Dec 2012, 18:50

6. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Yeah, that graph label was odd, but it seems that both the iPad 2 & 4 are part of that same listing.

posted on 14 Dec 2012, 19:28 1

10. wendygarett (unregistered)


The survey is came from CNN? Their survey looks very messy and confused to me...

posted on 14 Dec 2012, 20:43

22. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


The survey is from Parks Associates, CNN was just the first major media entity to report on it.

posted on 15 Dec 2012, 13:45

49. nak1017 (Posts: 328; Member since: 08 Jan 2010)


Is there any info behind the survey (where it was conducted, time-frame and sample size)?
I gotta agree with wendy, this thing is a hot mess...

posted on 15 Dec 2012, 14:23

50. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


The full info behind the survey costs $5,000, so we certainly don't have it.

posted on 14 Dec 2012, 19:23

9. cripton805 (Posts: 917; Member since: 18 Mar 2012)


You just stepped into.... the Twilight Zone

posted on 14 Dec 2012, 18:42

4. parkwaydr (Posts: 572; Member since: 07 Sep 2011)


IPad and nexus 7/10 will probably sell the most. Kindle fire will get some decent sales. Im sure win8 tabs will sell, just not the surface.

posted on 14 Dec 2012, 18:43

5. imkyle (Posts: 982; Member since: 18 Nov 2010)


Funny most people still want the iPad 2.

posted on 14 Dec 2012, 18:51

7. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


See comment #6

posted on 14 Dec 2012, 18:53 1

8. MeoCao (unregistered)


I read too many times that MS winning the rumor war.

But they alway lose the sales war.

posted on 14 Dec 2012, 19:29

11. wendygarett (unregistered)


I don't understand why you hate ms so much :(

posted on 14 Dec 2012, 19:43

14. MeoCao (unregistered)


is what I say true, if yes then it doesn't matter I hate some1 or not.

But frankly I hate monopolies: MS, Apple, Intel you name it.

posted on 14 Dec 2012, 20:03

16. wendygarett (unregistered)


The android is already the monopoly now, what's your point?

These are all business dude...

posted on 14 Dec 2012, 20:27

18. MeoCao (unregistered)


Android is not monopoly b-c it's open source. Any1 can make something else from Android, but can they do the same with Windows or iOS? I guess u r young and don't understand the bad things that monopoly brings.

It's business, you bet. but do you know it's bad when some big players come together and agree on prices? That's business too, right?

It's in fact called price fixing and if caught those companies can be fined heavily.

If you a a monopoly you can raise price almost at will w/o any punishment at all.

posted on 14 Dec 2012, 20:55

27. pongkie (Posts: 501; Member since: 20 Aug 2011)


android is a monopoly. they don't make money on their services but they make money on adds. having a free platform and services is just a strategy to spread their adds everywhere.

posted on 14 Dec 2012, 21:03

29. MeoCao (unregistered)


You mean Google advertising business? Google is very strong but I don't think they are monopoly. You have FaceBook, Twitter, Yahoo, MS and many others all are doing pretty well.

Google is using Android as a means to deliver their service does not mean Android is monopoly.

I guess you should think again what monopoly is.

posted on 14 Dec 2012, 20:48 2

25. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Actually, none of those are monopolies.

Microsoft had monopoly power in the PC world, but that was killed by splitting Windows from the rest of Microsoft.

Apple may technically have a monopoly in MP3 players, but that's like saying Sony has a monopoly in Laserdiscs. MP3 players have been replaced.

Intel had a monopoly in the PC market, then AMD broke that up a bit, and now with the surge in mobile tech, Intel is actually quite far behind.

Android is not a monopoly, because it only has about half of the install base in the US.

posted on 14 Dec 2012, 20:53

26. MeoCao (unregistered)


Windows split from MS, hell no. where do you get it from?

posted on 14 Dec 2012, 21:21

32. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Sorry, mixed up my history. There was a threat to split Microsoft into Windows and non-Windows development, but the ruling was overturned. But, that still lead to Microsoft unofficially having to split things up, so Office couldn't be baked-in to Windows and it has to have the web browser choice option in Europe and things like that.

posted on 14 Dec 2012, 22:07

35. MeoCao (unregistered)


I see, so MS stays monopoly. I remember Word Perfect, Lotus 123, very good software but they just couldn't compete with MS b-c MS controled the OS and we were left with Office w/o competition until open source movement, but it was too late. And do you remember Netscape and many other great ideas were killed or robbed by MS?

And IDK if you are aware of MS punitve pricing practice to fend off Linux? I think too much relying on monopolistic position has corrupted MS. The same can be said about Intel with lesser extend as Intel still has to compete with AMD.

Both MS and Intel are a convicted offenders of abusing their monopolistic power.

I know MS and Intel is far from monopoly in mobile and I wanted MS to be viable option to Apple and Android but MS ability and tactics just put me off.

I agree with you that Apple is not monopoly now but they tried to be and there's not much love for Apple in this forum I guess.

posted on 15 Dec 2012, 00:44

38. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Microsoft is not a monopoly. It was a monopoly, but isn't anymore. Simple as that. There are plenty of competitors to Office, like OpenOffice, iWork, Google Docs, Libre Office, etc. Netscape became Mozilla, which made Firefox, which is now beating IE.

And, as I said, with the traditional PC market going down, so is Intel. Nowadays, NVIDIA, Qualcomm, and Samsung, hold more power in processors than Intel.

Anyway, I still think that Windows will becoming the third option, and may even overtake Apple at some point in mobile.

posted on 15 Dec 2012, 01:45

39. MeoCao (unregistered)


I want to ask you 2 questions:

1. What is Windows competing with?

2. What is Office competing with?

posted on 15 Dec 2012, 03:18

40. MeoCao (unregistered)


You said Office has to compete with Open Office and the likes but the truth is b-c MS controls the whole ecosystem those alternatives never have a chance, you have some product does not mean you can sell, that's the hard truth.

It was regrettable that Office was not forced to be an independent company, then there is may be some level playing field for all players.

Now about Netscape, It was the pioneer in web browser but MS killed it easily by using the power of Windows, that should never have happened. Then we have IE and all people now how terrible it was but it dominated the market until Google's Chrome with different business model.

posted on 15 Dec 2012, 10:14

44. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Yes Microsoft used its power to crush competition in the past, and yes that still has effects on the market today, but that doesn't mean that Microsoft is still a monopoly and is still actively trying to crush companies. There are Office competitors.

Netscape didn't go under, it was bought by AOL and the owners cashed out to create Mozilla, which is doing just fine against IE.

What about Google using its power? Google uses its ad revenue to subsidise other projects, which it can then give away for free. You think no companies went under when Google started giving away Google Maps? Sure, Google's disruptions end up being good for us, so we don't complain, but its still hurting other companies.

posted on 15 Dec 2012, 11:04

45. MeoCao (unregistered)


I think we first have to agree about definition of monopoly. According to most dictionaries - monopoly is CONTROL by 1 company of the market,

Monopoly does not mean LACK of competition.

I would like to know how you define monopoly?

posted on 15 Dec 2012, 13:09

48. MichaelHeller (Posts: 2669; Member since: 26 May 2011)


Control is different than success.

Monopoly is EXCLUSIVE CONTROL of a product or service, which is very different from having the most popular product.

Google may have 90% of the search market, and Microsoft has 90% of the desktop OS and Office suite markets, that doesn't mean the companies have total control of the markets.

It's extremely easy for consumers to use alternative search engines, desktop OSes, or Office suites, but they continue to go to Google and Microsoft. They aren't being forced to. The competition isn't being destroyed (in fact both have been losing market share).

One could argue that Microsoft is really competing against itself at this point, because people may have bought MS products before, but they don't upgrade often at all. Windows 7 just overtook Windows XP in August, and MS isn't making money on XP anymore. XP still holds about 40% of the market, and no one is buying new XP licenses. That's not control of a market. That's barely success.

posted on 15 Dec 2012, 20:47

54. MeoCao (unregistered)


May I ask:

What is "EXCLUSIVE CONTROL"?

why MS Office does not have EXCLUSIVE CONTROL?

why MS Windows does not have EXCLUSIVE CONTROL?

posted on 15 Dec 2012, 21:49

55. MeoCao (unregistered)


As I understand by EXCLUSIVE CONTROL you mean total lack of competition, and that a unreal situation.

Standard Oil, or AT&T did they have EXCLUSIVE CONTROL? I don't think so.

CONTROL means ability of setting prices and MS can. MS used that power to punish those OEM who use Linux.

Google does not have ability to determine prices, may be later but not now. As far as I know the cost per click of online advertising is going down b-c of fierce competition. Such thing never happens in the PC empire of MS.

posted on 14 Dec 2012, 21:03

30. roscuthiii (Posts: 1789; Member since: 18 Jul 2010)


There is no monopoly, only Zuul!

posted on 15 Dec 2012, 20:20

53. .MISTER.H. (banned) (Posts: 11; Member since: 14 Dec 2012)


Count me in to, hate WP7, 8 .....™

posted on 14 Dec 2012, 20:16

17. nyamo (Posts: 274; Member since: 19 Mar 2011)


i wonder if enough consumers are holding out for w8 pro tabs to hit the market before they jump ship

posted on 15 Dec 2012, 03:57

42. 7thspaceman (Posts: 1080; Member since: 14 Feb 2011)


it appears to be that you may be right about the Microsoft Surface Pro being a hit when it comes out because it can run thousands upon thousands of full
Windows PC Desktop/Laptop Business, Games, Educational and Internet based sites for information, commerce, entertainment, and shows Flash
video which are banned from being seen in the Ipads. plus it has the New
Windows 8 apps store with it's unique tile apps.. it will not be for everyone
because to use old Windows 7, Vista, XP, windows 2000 and other windows programs that were not designed to be used on a touch screen
a person has to use a mouse and keyboard to more easily use them.
People who are used to using tablets like a Ipad or Android tablets with their touch screen only apps might not be comfortable with switching back and forth from touch screen apps to mouse and key board programs

posted on 15 Dec 2012, 03:37

41. 7thspaceman (Posts: 1080; Member since: 14 Feb 2011)


Folks the Microsoft surface RT's price will drop in the future because new things are coming from Microsoft but for now if Microsoft dropped the price of it 100 dollars it would be a hit. they have just given it update to improves it's performance and WIFI issue so Folks Microsoft is keeping their word about supporting this Product

posted on 15 Dec 2012, 11:06

46. networkdood (Posts: 6267; Member since: 31 Mar 2010)


Android and Amazon will be the winners in the long term as households typically have 2-3 kids and at least 1 parent and maybe another relative/friend living with them - they all want tablets....so, doi you spend 400.00 or more on ipads (each)? Or do you spend 200 for the Amazon/Android tablets per person? Money talks....

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