Kindle Fire and Apple iPad popular as holiday gifts among U.S. customers



Most of the U.S. customers prefer to
purchase Amazon’s Kindle Fire tablet and Apple’s iPad 2 in this holyday season,
according to new consumer research from Parks Associates.


The study reports that 49 percent of
broadband households intending to purchase a CE product this holiday season
would chose Apple’s 9.7″ tablet for $499, while 51percent would chose Amazon’s
7″ tablet for $199.


The study found that about 16 percent of
U.S. broadband households intend to purchase a tablet this season. This holiday
purchase intention rate places the tablet fourth, after smartphones, LCD/LED
TVs, and laptops, among the 30+ CE products tested. Tablets also rank in the
top one-half of CE products to be purchased as a gift.


Having already established itself as the
leading brand in e-readers, Amazon’s entrance into the adjacent tablet space
will disrupt the market,” said Tricia Parks, CEO, Parks Associates.


“Amazon’s competitive pricing,
combined with its considerable media and application offerings, makes the
Kindle Fire a serious tablet contender, likely to scoop up market share among
bargain shoppers,” Parks added.


Consumers 45 or older prefer the Kindle
Fire, while those with higher household incomes and higher education prefer the
iPad. Among holiday shoppers most likely to purchase a tablet by the end of the
year, 62 percent people prefer iPad while only 38 percent choosing the Kindle


After a 10-point drop from 2009 to 2010,
consumers’ overall CE purchase intentions for the holiday season are on the
rebound; the report shows a 21 percent increase in CE holiday shopping,
compared with the last holiday season.


Apple is the smartphone and tablet of
choice amongst
small and medium-sized businesses, according to Intermedia.


By Team

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