“Consumer Electronics spending is up for the holidays and will exceed last year according to a November ChangeWave survey of 2,812 U.S. consumers – and much of it is being driven by Apple (AAPL), which is having the most explosive holiday season in its history,” Paul Carton and Andy Golub report for ChangeWave Research.
“The new ChangeWave survey took a close-up look at home entertainment shopping for the holidays, including consumer demand trends for laptops, desktops, iPads, e-readers and other personal gadgets – along with the biggest winning and losing electronics retailers,” Carton and Golub report. “Better than one-in-four respondents (26%) say they’ll spend more on consumer electronics over the next 90 days and only 29% say less – a big 9-pt jump from last month and a net 3-pt improvement over a year ago (Nov 2009).”
Carton and Golub report, “The survey also found a big jump in planned laptop purchasing, with 10% saying they’ll buy a laptop in the next 90 days – 2-pts better than last month and matching the highest level in a ChangeWave survey in three years. Planned desktop buying is down 1-pt from previously.”
“The manufacturer most responsible for the surge in laptop demand is Apple, with 36% of planned laptops buyers saying they’ll purchase a Mac – a huge 11-pt jump since our previous survey of a month ago (Oct ’10),” Carton and Golub report. “The chart shows how dramatic a rise that actually is.”
Carton and Golub report, “Simply put, it’s the highest level of planned laptop buying ever for Apple in a ChangeWave survey. Planned Mac desktop purchases are also up 1-pt… In terms of individual electronics items, the Apple iPad Tablet is the clear monster hit this holiday season, with 9% saying they’ll buy one in the next 90 days.”
Much more in the full report (.pdf) here.
[Attribution: Fortune. Thanks to MacDailyNews Readers “Fred Mertz” and “Brawndo Drinker” for the heads up.]