It looks like Apple is going to be doing a brisk business this holiday season. In a recent Bizrate Insights survey, of those consumers indicating they were planning on buying a gadget this holiday (from a list provided by Bizrate Insights), an iPad and iPhone 5 captured the top two positions followed by the Amazon Kindle Fire and iPad Mini. Notice how the $199 Kindle Fire (20%) could be more popular this holiday than the $329 iPad Mini (16%). The fact that three tablets appeared on so many plan-to-purchase lists goes to show how popular these devices have become. Two other popular holiday gadgets, the Apple MacBook Pro laptop and Samsung Galaxy S III smartphone, which is considered by many to be the strongest competitor to the iPhone, also appeared on many consumers’ shopping lists however, it looks like the iPhone 5 could outsell its Samsung competitor by 2:1. Surprisingly, the Kindle Paperwhite e-Reader and Roku set-top box were picked by fewer shoppers despite their very affordable prices.
When we looked at gadget purchase plans by age, the survey found that a greater percentage of consumers under 30 years old, unlike other age groups, placed an iPhone 5 on their shopping lists than an iPad or any other gadget on the list.
Although women had a slightly higher preference for the iPad, more men than women preferred an iPad Mini, Nexus 7, and Microsoft Surface. On the other hand, more women than men opted for the lower priced Kindle Fire and Nook HD tablets.
Conclusion: Tablets Are Likely to Be the Most Popular Gadget Purchases
Apple may have the right products at the right time, this holiday season. With two new tablets, the iPad 4 and iPad Mini along with the brand new iPhone 5, an Apple device may be one of the most popular gadget purchases. Amazon may also have a good season, not only will it offer one most popular online shopping sites to purchase gadgets, it looks like their own Kindle Fire tablet will also be a hot item this holiday season as many consumers opt for Amazon’s lower priced tablet.
About the Study
The Bizrate Insights Holiday Gadget Study was conducted via the Bizrate Insights survey platform and offered to online buyers immediately after purchasing from the Bizrate Insights Network of over 5,200 ecommerce retailers in the US and Canada. Data from this study was collected from 6,164 online buyers from November 6 – November 16, 2012.
For over 12 years, Bizrate Insights has helped retailers listen to their customers in a way that is fast and measurable, resulting in insights, action, conversation, and customer loyalty. The Bizrate Insights customer feedback and ratings platform allows retailers to collect seller ratings directly from verified customers. Standard ratings are published across the leading comparison shopping site, Bizrate.com, and syndicated across the web’s largest search engines to help drive conversion and traffic. Collecting over 16 million surveys annually, Bizrate Insights is one of the largest sources of consumer-generated review content in the world, delivering actionable insights and valuable shopper data to key decision makers in e-commerce.
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