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Game Consoles and Tablets Competing Neck-and-Neck for Holiday Shopping Dollars
New consumer research shows CE device purchase intentions for Black Friday and 2013 Holiday Season
"Tablets are poised to be a big seller this Black Friday and holiday season, with Apple, Microsoft, and Nokia announcing new models, but the launch of new game consoles from Microsoft and Sony may steal their momentum," said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. "2013 will not be a repeat of 2012 as 18% of broadband households currently plan to purchase a tablet over the holidays vs. 16% for a game console. By comparison, in the 2012 holiday season, 19% purchased a tablet, and 11% purchased a game console."
"New consoles offer a bigger 'feature jump' relative to tablets," said Brett Sappington, Director, Research, Parks Associates. "The tablets on sale this holiday season will be thinner, some with faster processors, but otherwise comparable to those sold last year. Consoles have had a major upgrade in terms of resolution, processing power, new features, and new titles. Already 14% of all U.S. broadband households use a connected game console to stream video, and the enhancements in the PlayStation 4 and Xbox One will further expand the console use cases."
Parks Associates research finds nearly 55% of U.S. broadband households now own a tablet and 60% will have one by the end of 2013. Currently 61% of U.S. broadband households own a game console.
Additional tablet research from Parks Associates:
- Within a 30-day period, 27% of tablet owners make an in-app purchase.
- Tablet owners are 1.3 times more likely than smartphone owners to purchase a product using a shopping app.
- 24% of tablet owners in U.S. broadband households watch six or more hours of premium online video (TV shows and movies) on the device each week.
2013 Holiday CE Purchase Intentions features consumer research from a nationwide survey of 2,500 U.S. broadband households fielded in 4Q 2013. Data on other CE devices are also available.
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