New consumer research from Parks Associates shared with MMW finds a continued decline in the adoption rate for desktop computers.
360 View: CE Adoption & Trends reveals that since 2009, nearly one-third of U.S. broadband households have abandoned desktops as a platform.
Only 6% of U.S. broadband households rely exclusively on desktops, while an additional 6% of households use only a combination of desktops and tablets, the report summary reads.
“Desktop adoption has declined from a peak of 91% down to 61% of broadband households, and it will not recover, as just 12% of households bought a desktop in 2015. In its place, tablet adoption has moved upwards, reaching 72% at the start of 2016,” said Barbara Kraus, Director of Research at Parks Associates. “The adoption rate of tablets surpassed desktops in 2015. Moreover, the gap between laptop and tablet adoption is narrowing.”
“Consumers generally begin the CE purchase process with preconceived notions about a brand, and these have an enormous impact on the final purchase decision,” Kraus concludes. “Associating a brand with a product category may therefore be more important than associating it with specific products. CE manufacturers should keep this in mind as they design their marketing strategies and ensure that their messaging creates the desired reputation for their brands among consumers.”
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