Consumers Overwhelmingly Favor Tablets Over Laptops for 2011 Holiday Season, Says PriceGrabber® Survey

Data reveals strong consumer preference for Apple® products

Nov 15, 2011, 09:00 ET from PriceGrabber

LOS ANGELES, Nov. 15, 2011 /PRNewswire/ -- PriceGrabber®, a part of Experian, just released results of its third winter holiday shopping survey, revealing consumers' expected shopping habits within the tech category this holiday season. When consumers were asked whether they would rather receive a tablet computer or a laptop as a holiday gift this year, an overwhelming 79 percent indicated that they would rather receive a tablet. Seventy-two percent of shoppers also indicated that they believe tablet computers will replace e-readers as gifts this year. Conducted from Oct. 18 to 26, 2011, the survey includes responses from 3,574 U.S. online shopping consumers.

When those who indicated a preference for tablets over laptops were asked to select all of the reasons why, portability and light weight appeared to be dominating factors. Eighty-five percent of these shoppers said they preferred tablets because they are easy to carry and transport, 73 percent preferred the tablet's light weight, 67 percent cited convenience, and another 67 percent enjoyed the touchscreen. Sixty percent preferred the tablet's smaller size, 56 percent said that they can use the tablet for reading on the go, 49 percent cited speed, 42 percent liked its multimedia features that are similar to a smartphone, and 41 percent cited an exceptional battery life.

Apple's® iPad® is top-ranked tablet and e-reader

The power of the Apple brand is likely to remain in full force this holiday season. When consumers were asked which tablet they would prefer to receive as a gift this year, an astounding 83 percent said they preferred the Apple iPad® or iPad 2™. This was followed by only 5 percent who said the Amazon® Kindle® Fire™, 4 percent who said the Samsung® Galaxy Tab® and 2 percent who said the HP® TouchPad™. Other tablets, such as the Motorola® Xoom™, BlackBerry® PlayBook™, Toshiba® Thrive™, ASUS® Eee Pad® and ASUS® Eee Slate™, ranked lower. The iPad was also the number-one e-reader, with 62 percent of consumers preferring it to other e-readers. Twenty-seven percent indicated a preference for the Amazon Kindle, 7 percent said the Barnes & Noble® Nook®, 2 percent said the Sony® e-Reader, and another 2 percent selected other brands.

"Apple has experienced enormous success with its groundbreaking iPad, and our survey data confirms that enthusiasm for the brand will likely remain during the 2011 holiday shopping season," said Graham Jones, general manager of PriceGrabber. "We expect that tablets, such as the iPad, will be a clear gift choice for many multitasking, budget-conscious consumers looking for an efficient and convenient computer at a relatively reasonable price."

Consumers prefer the iPhone® over other smartphones

PriceGrabber's survey data revealed that consumers' love for Apple extends to smartphones as well. When asked which smartphone brand they would prefer to receive as a gift this holiday season, 72 percent of consumers said Apple's iPhone. Seven percent said Samsung, 6 percent indicated that they prefer HTC®, 5 percent said BlackBerry, and another 5 percent said Motorola®. Brands including T-Mobile®, Sony Ericsson® and Google® Nexus® ranked lower.

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PriceGrabber, a part of Experian, is a leading online shopping site with more than 23 million unique shoppers monthly. At PriceGrabber, savvy shoppers can instantly find and compare millions of unique products and services across 25 categories with more than 11,000 merchants. Compare products side by side to find the right retailers at the best prices within popular categories, such as Digital Cameras, Electronics, Computers, Clothing, Books, TVs and more. PriceGrabber provides shoppers with the right product from the right merchant at the best price anytime, anywhere. Visit us at

About Experian

Experian® is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was US$4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland,

with operational headquarters in Nottingham, UK; California, US; and Sao Paulo, Brazil. 

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Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

SOURCE PriceGrabber