Ultrabooks, Laptops and Tablets: Complements or Substitutes

• Publication date: November 2012

This research analyzes the market for laptops and tablets and the tensions between these product categories. It presents Parks Associates' latest data on purchase patterns, tests consumer demand for Ultrabook laptops, and gauges how Ultrabooks will impact the laptop and tablet markets. Specific attention is also given to the Microsoft Surface product and how it will be received by the tablet market. “Tablets and laptops are both appealing op...

This research analyzes the market for laptops and tablets and the tensions between these product categories. It presents Parks Associates' latest data on purchase patterns, tests consumer demand for Ultrabook laptops, and gauges how Ultrabooks will impact the laptop and tablet markets. Specific attention is also given to the Microsoft Surface product and how it will be received by the tablet market.
“Tablets and laptops are both appealing options for consumers, and some purchase one at the expense of the other. Ultrabooks will impact this dynamic by making laptops a more appealing choice in comparison to tablets, but Ultrabook prices will need to come down. Consumers are unwilling to pay a premium for them.” - John Barrett, Director, Consumer Analytics, Parks Associates

Telecommunication Services Industry in the United States

Table of Contents

Ultrabooks, Laptops and Tablets: Complements or Substitutes
About the Research
Previous Research
Key Findings
Recommendations
Trending Data – Consumer Electronics Ownership
Computing Device Ownership (2010-2012)
Personal Computer Usages (Q3/12)
Tablet Internet Access (Q3/12)
Consumer Electronics Ownership (2010-2012)
Accessory Ownership (2010-2012)
Brands of Tablet (2011-2012)
Featured TV Adoption (2010-2012)
Percentage of US Broadband Households with Internet-Connected CE (2010-2012)
Percent of US HHs Connecting CE Devices to Internet (2010-2012)
1H 2012 Purchases
% BB HHs Making a CE Purchase in 1H of the Year (2010-2012)
1H Mobile and Portable Product Purchases (2010-2012)
1H Home Entertainment Product Purchases (2010-2012)
1H Computing Device Purchases (2010-2012)
1H Tablet Purchases by Age (2010-2012)
Desktop Purchases in 1H by Age (2010-2012)
2012 Computing Device Purchases by Age (Q3/12)
2012 Computing Device Purchases by Household Income (Q3/12)
2H 2012 Purchase Intentions
% of US BB HHs Highly Intending to Purchase CE Devices in 2H 2012(Q3/12)
2H Purchase Intention (2011 vs. 2012)
High Intention to Purchase CEs: 2H of 2012 & 2012 Holiday Season (Q3/12)
Computing Device Purchase Intention in the 2H (2010-2012)
Home Entertainment Device Purchase Intention in the 2H (2010-2012)
Portable Device & Accessory Purchase Intention in the 2H (2010-2012)
Mobile Device Purchase Intention Over the Next 12 Months (2010-2012)
Mobile Device Purchase Intention by Age (Q3/12)
Tablets as a Laptop Alternative: 1H 2012 Purchases
Laptop/Tablet Purchase Tension (Q3/12)
Laptop/Tablet Buying Segments (Q3/12)
Comparison Buyers: Final Purchase Decision (Q3/12)
Laptop/Tablet Buying Segments by Computer Ownership (Q3/12)
Laptop/Tablet Buying Segments by Age (Q3/12)
Laptop/Tablet Buying Segments by Household Income (Q3/12)
Laptop/Tablet Buying Segments by Education Level (Q3/12)
Laptop/Tablet Buying Segments by Gender (Q3/12)
Tablets as a Laptop Alternative: Purchase Intentions
Likelihood of Purchasing a Tablet Instead of a Laptop (Q3/12)
Tablet as Laptop Alternative by Tablet Ownership (Q3/12)
Tablet as Laptop Alternative by Computer Ownership (Q3/12)
Tablet as Laptop Alternative by Age (Q3/12)
Tablet as Laptop Alternative by Household Income (Q3/12)
Important Computer Factor in Selecting a Laptop (Q3/12)
Importance of Laptop Capabilities (Q3/12)
Expected Budget for New Laptop (Q3/12)
Likelihood of Purchasing an Ultrabook (Q3/12)
Apple iPad vs. Microsoft Surface
2012 Tablet Options
Preferred Tablet Types (Q3/12)
2011 Tablet Options
Preferred Tablet Types (2011 vs. 2012)
Preferred Tablet Type by Income (Q3/12)
Preferred Tablet Type by Age (Q3/12)
Preferred Tablet Type by Gender (Q3/12)
Preferred Tablet Type by Education (Q3/12)
Preferred Tablet Type by iPad Ownership (Q3/12)
Preferred Tablet Type by Brand User (Q3/12)
Ultrabooks
Familiarity with Ultrabook (Q3/12)
Familiarity with Ultrabook by Age (Q3/12)
Familiarity with Ultrabook by Education Level and Gender (Q3/12)
Ultrabook Benefits
Ultrabook vs. Tablet Preference (Q3/12)
Ultrabook vs. Tablet Preference by Age (Q3/12)
Expected Cost of an Ultrabook (Q3/12)
Average Budget for Laptop vs. Ultrabook (Q3/12)
Tablet as Laptop Alternative and Ultrabooks (Q3/12)
Likelihood of Purchasing an Ultrabook Instead of a Tablet (Q3/12)