ChangeWave survey: It’s going to be an Apple iPad Christmas

by
Philip Elmer-DeWitt" itemprop="author" class="article-byline-author"> Philip Elmer-DeWitt

@FortuneMagazine

December 12, 2013, 3:01 PM EDT

‘Tis the season to buy a tablet — preferably an iPad — according to a 451 Research ChangeWave report obtained by Fortune. Among the findings of a November survey of 2,480 ChangeWave members:

13% planned to buy a tablet within the next 90 days, more than double the level three months ago and comparable to the past two holiday seasons.
72% said they planned to buy an Apple AAPL iPad, a 17% surge since August. “Apple continues to hold a tight grip” on demand, write ChangeWave’s Andy Golub and Sayon Deb.
Interest in Microsoft MSFT tablets increased 1 percentage point. Interest in Samsung’s Galaxy tablets, Google’s GOOG Nexus and Amazon’s AMZN Kindle Fire all fell.
Source: ChangeWave

Among planned iPad buyers, more than half (55%) said they would buy the iPad Air and 16% the iPad mini with Retina display.

ChangeWave’s 25,000 members tend to be early adopter types, richer and more tech savvy than the general public. But their survey responses have proved in the past to be pretty good forward indicators of where the U.S. market is headed.

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