ChangeWave: Apple headed for “most explosive holiday season in its history”
Planned consumer electronics spending is up this year, and Apple is driving much of it
Apple (AAPL) is the hero of a survey of 2,812 American consumers released Wednesday to members of the ChangeWave network.
The survey, conducted earlier this month, asked mostly high-end consumers about their home entertainment shopping plans for the holidays, including such products as laptops, desktops, iPads, e-readers and other personal gadgets.
More than one-in-four respondents (26%) said they plan to spend more on consumer electronics over the next 90 days, and 10% said they plan to buy a laptop in the next 90 days — the highest level recorded in a ChangeWave survey in three years.
“The manufacturer most responsible for the surge in laptop demand is Apple,” writes research director Paul Carton, “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).
“Simply put,” he writes, “it’s the highest level of planned laptop buying ever for Apple in a ChangeWave survey.”
The full report has not yet been released to the public, but it can be purchased for $1,500 here.
[Follow Philip Elmer-DeWitt on Twitter @philiped]